Unified platforms have become synonymous with the ability to deliver omnichannel experiences, connecting data from across the stack for a single view of the customer. Anonymous visitor tracking has empowered smart marketers with the information they need to reduce the amount of truly unknown users, turning the assumption that only 2% of online audiences are identifiable and capable of being personalized to on its head.
This past year alone has seen major strides in how the industry sees, understands, and deploys personalization as the key to increased consumer engagement, greater top-line revenue, and a higher ROI. But marketers are still only grazing the tip of the iceberg when it comes to delivering the high-end experiences customers have come to expect.
We’ve done the research and come with the stats to prove it.
Top Personalization Statistics Sourced from Dynamic Yield Research
Below, find 50 of the most important personalization statistics from three of our comprehensive reports on The State of Personalization Maturity in 2020, The State of Personalization in Email, and The State of Personalization in Mobile Commerce.
The State of Personalization Maturity in 2020
1. 95% of marketers and executives believe in the value of personalization, with very few disinterested in the idea or notion of its importance.
2. Only 6% of companies are truly capable of consolidating data into a single view of the customer for personalized experiences across channels.
3. For 22% of marketers and executives, personalization still acts in a channel-specific capacity, relying on small teams to help deploy campaigns per each individual channel, such as web, apps, or mobile.
4. 67% of companies reported resources for personalization are limited or not available due to lack of time or budget.
5. 29% of those in EMEA reported pulling dev teams away from other high-priority work as necessary, falling prey to ad hoc campaigns with limited impact.
6. A mere 6% of marketers and executives said they masterfully use their data to find personalization opportunities through machine learning technologies.
7. 28% of companies across regions stated their data was available in real time, allowing them to consistently make informed and smart decisions around personalization.
8. 21% of companies rely on accessible, quantitative data to consistently make informed, data-driven decisions.
9. 36% of those in AMER have discussed personalization as a top priority and plan to invest more resources to it.
10. Meanwhile, 40% of marketers and executives in APAC touted they plan on furthering their investment in personalization in the future.
11. Only 9% of companies across the globe currently have personalization baked into the DNA of their business strategy.
12. Another 11% touted having cross-functional teams that could execute personalization campaigns across every channel.
13. 23% of APAC marketers and executives reported channel-specific campaigns handled by a few key individuals.
14. Only 6% of marketers globally have inspiring stories to move the needle on top line revenue.
The State of Personalization in Email
15. 71% of consumers believe personalized experiences would influence their decision to interact with emails.
16. 75% of consumers in North America felt as though email content was not personalized for them.
17. 19% of consumers reported receiving upwards of 15+ emails a day from a bevy of different retailers.
18. 37% of consumers said they would open 1-2 of the emails they received from retailers per day.
19. 45% of consumers claimed the time after work is when they had the largest propensity to actually click through an email to purchase.
20. 1/2 of consumers stated if an email inspired them to purchase, that transaction would typically take place on desktop.
21. 55% of consumers felt that a more enjoyable email experience would include retailers offering more targeted promotions and discounts.
22. 37% of consumers indicated that brands providing more tailored recommendations to their interests would make for more enjoyable emails.
23. 63% of consumers in North America disagreed when asked if retailers emailed product recommendations that were relevant.
24. 68% of consumers polled in Europe felt as though product recommendations from retailers within emails were relevant.
25. 84% of those in Asia felt as though product recommendations from retailers within emails were relevant.
26. 45% of consumers claimed they would open an email and act on it in that moment if presented with an email they liked.
27. 43% of consumers will often wait to purchase in anticipation of an email discount if they have the time.
The State of Personalization in Mobile Commerce
28. 76% of consumers shop on mobile devices because “it saves them time.”
29. Only 12% of consumers find shopping on the mobile web convenient.
30. Consumers are 4X as likely to state that desktop is more “convenient” than mobile web.
31. Consumers claim to complete 61% of their purchases on a desktop computer.
32. 48% of consumers state that desktop provides the most enjoyable shopping experience.
33. 67% of consumer cite “pages and links being too small to click on” as an impediment to mobile shopping.
34. 42% of consumers stated that security concerns were a major issue, the second most common impediment to mobile shopping.
35. 36% of consumers said interruptions from messages, apps and other programs were an impediment to mobile shopping.
36. 36% of consumers cited “difficulty finding what I am looking for” as a barrier to mobile shopping.
37. 58% of consumers state that when on a mobile device, they are “looking for something specific but browsing around.
38. Only 20% of consumers state that when shopping on a mobile device, they “need something and want to buy it now.”
39. Only 30% of consumers agreed that the mobile web experience becomes increasingly relevant while browsing.
40. 61% of consumers say Amazon provides more streamlined checkout than their favorite online retailer.
41. 65% of consumers say Amazon makes it easier to find what they are looking for.
42. 57% of consumers say Amazon gives more information about product features and quality.
43. 57% of consumers say online retailers can make experiences more enjoyable by helping them check-out.
44. 57% of consumers say online retailers should provide more information on products and reviews.
45. 53% of consumers say online retailers can make the online shopping experience better by helping users make it easier to find what they are looking for.
46. Only 9% of consumers state the physically shopping in-store provides the most “convenient experience.”
47. 10% of consumers have at least 5 eCommerce apps downloaded on their smartphones.
48. 5% of consumers say they browse eCommerce websites “several times per day.”
49. 43% of consumers say they have shopped on their smartphones at work in the past month.
50. 9/10 shoppers believe that mobile shopping experiences can be improved.
And there you have it, a list of potential opportunities to capitalize on that many others simply aren’t cashing in on, even in the face of explicit personalization success stories.