Infographic: How Much Privacy People Will Give Up for Personalized Experiences

The trade-off between hyper-relevance and trust

Consumers around the world get frustrated when brands fail to deliver relevant, tailored experiences, something they are increasingly demanding. They’re also concerned about giving companies too much personal information, which paradoxically is what brands need in order to deliver such experiences in the first place. Meanwhile, poor personalization resulting from a lack of trust costs companies trillions of dollars annually, according to new research from Accenture Strategy, which surveyed 24,877 consumers across 33 countries.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.