TransUnion's latest consumer research, released on May 1, 2025, revealed that nearly four in 10 U.S. consumers (39%) expect brands to personalize their online shopping experiences with tailored interactions, product recommendations, and marketing that aligns with individual preferences and behaviors.
The survey indicated that personalization makes 40% of consumers more likely to buy and increases their affinity for brands. However, consumers remain cautious about data usage, with 70% concerned about data privacy, while 60% are willing to share data for personalized offers.
Matt Spiegel, EVP of TruAudience Growth Strategy at TransUnion, emphasized that effective personalization is a powerful tool for marketers, but poor execution or a breach of trust can instantly disqualify a brand. This research underscores the critical role of TransUnion’s TruAudience® marketing solutions in helping brands achieve meaningful connections while respecting consumer privacy.
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