119 Personalization Marketing Statistics October 2026

Personalization marketing statistics tell two stories at once. Customers reward it: 52% of US consumers say they are more likely to buy from brands that personalize, and they report spending 30% more with them (Deloitte Digital, Sep 2026). Brands also think they are doing well at it. They are mostly wrong, and customers punish personalization that feels off.

The numbers below cover what customers expect, what personalization returns, how online stores and apps use it, how B2B teams run account-based marketing, and how cookie changes, privacy laws and AI are changing the rules. Every figure links to the organisation that collected the data, with the date of the data. Roundups were not used as sources, and the page is refreshed every month. For the email side of personalization, see the email marketing statistics page; for how visitors arrive in the first place, see the SEO statistics hub.

What do customers expect from personalization?

Customers expect personalization by default, but they judge it by whether it helps them, not by whether it uses their name. The same tactic that earns a premium in one moment causes regret in the next.

How many shoppers expect personalized experiences?

Most of them. Expectation is high, and few customers feel brands meet it.

• 76% of consumers say personalized communications are a key factor in prompting them to consider a brand (McKinsey, Nov 2021).
• 78% say personalized content makes them more likely to repurchase (McKinsey, Nov 2021).
• Only 45% of consumers feel understood by the brands they interact with (Twilio, Jun 2025).
• Brands estimate they personalize 62% of customer experiences, while consumers say only 44% of theirs feel personalized (Deloitte Digital, Sep 2026).

The 18-point gap in that last figure has been identical in all three of Deloitte's biennial surveys since 2022. Brands have added tools and data in that time; customers have not noticed.

What kind of personalization do customers value?

The useful kind: offers that save time, save money or fix a problem.

• Consumers value personalization when it proactively resolves an issue (67%), saves them money (61%) or delivers loyalty benefits that make them feel seen (58%) (Deloitte Digital, Sep 2026).
• It usually takes three to five interactions to influence a purchase, the tipping point for 40% of customers (Adobe, Mar 2026).
• 70% of customers say it is very or moderately important that personalized offers and recommendations feel human rather than automated (Adobe, Mar 2026).
• 54% often notice better deals and more relevant recommendations after sharing personal information with a brand (Adobe, Mar 2026).
• 58% of shoppers will share data with trusted brands in exchange for better deals (Coveo, Mar 2025).

One personalized message rarely closes a sale. A sequence of relevant ones does.

When does personalized marketing backfire?

When it arrives at the wrong moment or in the wrong volume. Gartner's survey of 1,464 B2B buyers and consumers found the downside is as large as the upside.

• Customers who had a bad personalized experience were 44% less likely to buy from the brand again (Gartner, Jun 2025).
• Customers who experienced personalization in a recent purchase were 1.8x more likely to pay a premium, but 2x more likely to feel overwhelmed by the volume of information (Gartner, Jun 2025).
• They were also 2.8x more likely to feel time pressure to move forward (Gartner, Jun 2025).
• Half of customers will disengage when personalized experiences feel off or irrelevant (Adobe, Mar 2026).
• 45% say they are likely to stop interacting with a brand that sends too many promotions, even relevant ones (Adobe, Mar 2026).
• 39% often feel overwhelmed by the amount of promotional content from a single brand (Adobe, Mar 2026).

Does personalization pay off for brands?

It pays, but mostly for the brands that build the data and operating model behind it. Everyone else is running campaigns that customers do not register as personal.

How much revenue does personalization add?

Usually a low double-digit lift, with a wide range between leaders and laggards.

• Company-specific revenue lift from personalization spans 5% to 25%, depending on sector and execution (McKinsey, Nov 2021).
• Companies that excel at personalization generate 40% more revenue from those activities than average players (McKinsey, Nov 2021).
• Moving to top-quartile personalization performance would generate more than $1 trillion in value across US industries (McKinsey, Nov 2021).
• 36% of high-maturity brands say personalization grew revenue by 15% or more in FY2026, against 16% of low-maturity brands (Deloitte Digital, Sep 2026).
• High-maturity brands exceeded their FY2025 financial goals by 13.5% on average, against 10.1% for low-maturity brands (Deloitte Digital, Sep 2026).
• Customers engaged through active personalization, which helps them reflect and decide rather than pushing the next offer, are 2.3x more likely to complete critical purchase decisions with confidence (Gartner, Jun 2025).

Why do brands rate their personalization higher than customers do?

Because they measure their own output, not the customer's experience. Deloitte puts the quality gap at 58 points.

• Brands still take an average of 4.7 business days to act on new customer data (Deloitte Digital, Sep 2026).
• Integration is the top constraint on scaling personalization, cited by 44% of brands (Deloitte Digital, Sep 2026).
• 97% of brand leaders say AI innovation is outpacing their ability to use it for personalization (Deloitte Digital, Sep 2026).
• High-maturity brands are more likely to say personalization improves conversion (38% vs 23%) and retention (44% vs 32%) (Deloitte Digital, Sep 2026).
• Mature brands that improved conversion report an average 62% lift, against 41% for low-maturity brands (Deloitte Digital, Sep 2026).
• 70% of organizations say their personalization metrics have improved somewhat or significantly (Adobe, Feb 2026).

Deloitte surveyed 480 US brand leaders and 1,000 US consumers in April 2026, so both sides of the gap come from the same study.

Do brands have the customer data and content to personalize?

Not yet. Most have the software; few have joined-up data or enough content to fill it.

• 72% of large companies use a customer data platform for personalization and 48% use a data warehouse (Twilio Segment, Jun 2024).
• 61% of business leaders worry inaccurate data will undermine AI-driven personalization (Twilio Segment, Jun 2024).
• Only about 30% of companies create a single customer view across channels, and just 1% to 2% deliver a full cross-channel experience (BCG, Mar 2021).
• Less than half of organizations (44%) say their data quality and accessibility is adequate for AI, and 39% have a shared customer data platform able to support agentic AI (Adobe, Feb 2026).
• 53% say their content supply chain is still largely linear and resource-intensive (Adobe, Feb 2026).
• High-maturity brands are far more likely to rate their data governance as strong (73% vs 29%) and their content supply as strong (52% vs 13%) (Deloitte Digital, Sep 2026).

How do online stores and apps personalize?

Recommendations already do most of the work on the biggest platforms. On ordinary online stores, the weak point is search, and the next fight is over who controls prices and guidance.

How much viewing and listening comes from recommendations?

Most of it, on the services that publish the number.

• Netflix estimates the combined effect of personalization and recommendations saves it more than $1 billion a year, mainly through lower cancellations (Gomez-Uribe and Hunt, ACM Transactions on Management Information Systems, Dec 2015).
• Search accounts for the remaining 20% of Netflix viewing, outside the recommender system (Gomez-Uribe and Hunt, ACM Transactions on Management Information Systems, Dec 2015).
• Spotify's Discover Weekly, its first personalized playlist, has streamed more than 100 billion tracks since 2015 (Spotify, Jun 2025).
• The playlist drives more than 56 million new artist discoveries every week (Spotify, Jun 2025).
• 77% of those discoveries are of emerging artists (Spotify, Jun 2025).

The Netflix figures come from a peer-reviewed paper written by Netflix's own product leads. They are a decade old and still the most specific public number on what recommendations are worth.

How does onsite search affect personalized shopping?

Badly, on most sites. Shoppers leave when search fails, and most store search still fails common queries.

• 72% of consumers abandon an ecommerce site when they cannot find what they need quickly (Coveo, Mar 2025).
• When that happens, 53% turn to Google and 36% go straight to a competitor (Coveo, Mar 2025).
• 46% of desktop, 58% of mobile and 64% of app ecommerce sites have mediocre or worse search performance (Baymard Institute, Apr 2026).
• 66% of sites have issues with non-product searches, such as a query for the return policy (Baymard Institute, Apr 2026).
• 34% of participants in Baymard's usability testing used the search field to look for non-product content (Baymard Institute, Apr 2026).

For the conversion side of store design, see the conversion rate optimization statistics page.

Are retailers personalizing prices, promotions and guidance?

Yes, and regulators have started to look. Targeted offers pay, and shoppers want guidance, but not an AI that buys for them.

• The FTC found intermediaries that set individualized prices worked with at least 250 clients, from grocery stores to apparel retailers (Federal Trade Commission, Jan 2025).
• The FTC's initial findings drew on documents from six intermediaries: Mastercard, Accenture, PROS, Bloomreach, Revionics and McKinsey (Federal Trade Commission, Jan 2025).
• A retailer that moved to targeted promotions saw annualized margins rise by about 3% in initial tests (McKinsey, Jan 2025).
• Customers who received personalized messages from a telecom's generative AI campaigns engaged 10% more often than those who did not (McKinsey, Jan 2025).
• 59% of shoppers are more likely to buy when guided to exactly what they are looking for, and 40% when supported by an AI assistant (Coveo, May 2026).
• 75% are very cautious about sharing personal data when shopping online, and only 16% are comfortable letting an AI assistant shop on their behalf (Coveo, May 2026).

How do B2B teams personalize with account-based marketing?

In B2B, personalization mostly means account-based marketing: picking target accounts and tailoring everything to them. Almost everyone does it now, and the teams that measure it say it beats their other marketing.

How many B2B companies run account-based marketing?

Most of them. ABM has moved from pilot to standard practice.

• Nearly 80% of B2B organizations surveyed are actively executing an ABM strategy (Demand Gen Report, Jun 2026).
• Companies with ABM programs dedicated 30% of their 2023 marketing budget to it (Momentum ITSMA and ABM Leadership Alliance, Nov 2023).
• 66% planned to increase ABM spending in 2024 (Momentum ITSMA and ABM Leadership Alliance, Nov 2023).
• 35% of ABM companies do not measure ABM ROI, and 13% do not know whether they do (Momentum ITSMA and ABM Leadership Alliance, Nov 2023).

For where B2B buyers research vendors before they ever see a tailored campaign, see the B2B SEO statistics page.

Does account-based marketing deliver a better return?

The practitioners who measure it say yes, and pipeline data from Demandbase's customers points the same way.

• Among companies that measure ABM ROI, 36% say it is significantly higher than other marketing and 45% say it is somewhat higher (Momentum ITSMA and ABM Leadership Alliance, Nov 2023).
• Teams with more mature ABM frameworks see a 22.33% median MQA conversion rate, against 14.19% for less mature programs (Demandbase, Mar 2026).
• Accounts that receive sustained buying group advertising convert to opportunities at 2 to 3 times the rate of accounts without it (Demandbase, Mar 2026).
• Companies using four advertising products report a 58.7% win rate, a 71% lift over companies running none (Demandbase, Mar 2026).
• Companies tracking three to four buying groups see a 48.5% higher win rate than those taking a broader approach (Demandbase, Mar 2026).

Demandbase's figures are vendor research drawn from 1,452 companies in its own data, so they describe companies already invested in ABM software.

How is AI changing account-based personalization?

AI's biggest use in ABM is tailoring content across accounts, and its biggest obstacle is plugging into existing tools.

• Content personalization at scale is the top AI use case in ABM, named by 29% of marketers (Demand Gen Report, Jun 2026).
• 23% say AI streamlines account selection and profiling (Demand Gen Report, Jun 2026).
• 19% say AI optimizes content creation and delivery workflows (Demand Gen Report, Jun 2026).
• Marketers rate AI's effectiveness at improving ABM outcomes at 7.3 out of 10 (Demand Gen Report, Jun 2026).
• 43% struggle to connect AI with their existing martech stack (Demand Gen Report, Jun 2026).
• Teams connecting CRM, marketing automation and predictive models reach MQA-to-pipeline conversion rates above 22%, against a 14% baseline with limited integration (Demandbase, Mar 2026).

Personalized one-to-one outreach to prospects is a separate discipline with its own data; see the cold email statistics page.

How are browsers and privacy rules limiting personalization?

The cookie apocalypse did not happen, but tracking still got harder. Two of the three biggest browsers block third-party cookies by default, most app users refuse tracking, and European fines keep coming.

What happened to third-party cookies in Chrome?

They stayed. Google abandoned its plan to phase them out, then retired most of the replacement technology.

• In July 2024 Google dropped its plan to deprecate third-party cookies and proposed a user-choice prompt instead (Google, Jul 2024).
• In April 2025 Google said it would not roll out the standalone cookie prompt either, leaving the choice in Chrome's settings (Google, Apr 2025).
• Chrome's Incognito mode already blocks third-party cookies by default (Google, Apr 2025).
• Chrome held 66.36% of worldwide browser use in September 2026, Safari 18.27% and Firefox 2.8% (StatCounter, Sep 2026).
• Safari has blocked all third-party cookies by default since March 2020 (WebKit, Mar 2020).
• Firefox began rolling out Total Cookie Protection by default to users worldwide in June 2022, confining each cookie to the site that created it (Mozilla, Jun 2022).

How many people agree to be tracked?

About a third of app users, when asked. On the web, the answer depends heavily on how the question is designed.

• The average opt-in rate was 34.5% in Q2 2024 and 34% in Q2 2023 (Adjust, Jul 2025).
• Brazil had one of the highest opt-in rates at 50%, while Canada reached 29% and Australia 27% (Adjust, Jul 2025).
• Only 0.23% of American ad impressions came from users who had opted out of behavioral advertising through AdChoices (Johnson, Shriver and Du, Marketing Science, Jan 2020).
• Ads shown to opted-out users fetched 52% less revenue on the exchange than comparable ads (Johnson, Shriver and Du, Marketing Science, Jan 2020).
• Removing the opt-out button from the first page of a consent pop-up raised consent by 22 to 23 percentage points (Nouwens et al., CHI 2020, Jan 2020).
• Adding granular controls to the first page lowered consent by 8 to 20 percentage points (Nouwens et al., CHI 2020, Jan 2020).

Adjust's opt-in figures are vendor data from apps that use its measurement platform, counted only among users who were shown Apple's prompt.

How large are privacy fines in 2026?

Large and steady. GDPR enforcement has held at about EUR1.2 billion a year, and the cost of losing tracking data shows up in ad performance.

• Total GDPR fines reached EUR7.1 billion between May 2018 and January 2026 (DLA Piper, Jan 2026).
• Ireland's Data Protection Commission has issued EUR4.04 billion of that total (DLA Piper, Jan 2026).
• The largest fine of 2025 was EUR530 million, issued in April 2025 against a social media company over international data transfers (DLA Piper, Jan 2026).
• The largest GDPR fine ever remains the EUR1.2 billion fine against Meta Platforms Ireland in 2023 (DLA Piper, Jan 2026).
• Notified personal data breaches rose 22% in a year to an average of 443 a day (DLA Piper, Jan 2026).
• After the EU's earlier privacy directive restricted tracking, banner ads became about 65% less effective at changing purchase intent in Europe relative to other countries (Goldfarb and Tucker, Management Science, Jan 2011).
• That study drew on 3.3 million survey takers exposed to 9,596 display ad campaigns (Goldfarb and Tucker, Management Science, Jan 2011).

Do consumers trust brands with the data personalization needs?

Mostly not, and the distrust is now the main limit on personalization. The research also shows a way out: people respond better when they can see and control what is collected.

How worried are consumers about how companies use their data?

Very. Concern is high in every survey, and it costs sales.

• 81% of Americans are concerned about how companies use the data they collect about them (Pew Research Center, Oct 2023).
• 67% say they understand little to nothing about what companies do with their personal data, up from 59% in 2019 (Pew Research Center, Oct 2023).
• 73% feel they have little or no control over the data companies collect about them (Pew Research Center, Oct 2023).
• 72% of Americans say there should be more regulation of what companies can do with personal data (Pew Research Center, Oct 2023).
• 72% of consumers trust companies less than they did a year ago, and 65% feel companies are reckless with customer data (Salesforce, Oct 2024).
• 75% of consumers will not buy from companies they do not trust with their data (Cisco, Oct 2024).
• 51% of the most privacy-active consumers have switched companies over data practices (Cisco, Oct 2024).

Does giving people control make personalization work better?

Yes. Field experiments show personalized ads perform better once people feel in control, and worse when data is collected behind their backs.

• After a social network gave users more control over their privacy settings, users were nearly twice as likely to click on personalized ads (Tucker, Journal of Marketing Research, Oct 2014).
• Click-through rates on personalized ads dropped sharply when customers realized their information had been collected without consent, while overt collection raised click-through intentions (Aguirre et al., Journal of Retailing, Mar 2015).
• 84% of consumers want control over their personalization settings (Twilio, Jun 2025).
• 58% of consumers value clear and respectful use of their data, and 38% want more direct control over how companies personalize for them (Deloitte Digital, Sep 2026).
• 67% of consumers reviewed or updated their privacy settings on apps and platforms in the past 12 months (Cisco, Oct 2024).
• More than 80% of consumers who know their local privacy laws feel able to protect their data, against 44% of those who do not (Cisco, Oct 2024).
• For the first time since Cisco's survey began in 2019, a majority of consumers (53%) say they are aware of their country's privacy laws (Cisco, Oct 2024).

How do consumers feel about AI-driven personalization?

Cautious. Brands are moving fast with AI, and consumers want to know when it is being used on them.

• 56% of brands use AI to tailor experiences, from personalized content and recommendations to dynamic offers (Twilio, Jun 2025).
• 54% of consumers want to know when they are talking to AI rather than a human (Twilio, Jun 2025).
• Among Americans who have heard of AI, 70% have little to no trust in companies to make responsible decisions about how they use it in their products (Pew Research Center, Oct 2023).
• 81% of Americans familiar with AI say companies' use of it will lead to personal information being used in ways they are not comfortable with (Pew Research Center, Oct 2023).
• 62% of Americans who have heard of AI still expect it to make life easier as companies use people's information (Pew Research Center, Oct 2023).
• 39% of customers would not object to brands using AI to predict their emotions or mental state for marketing (Adobe, Mar 2026).
• One-third of customers will stop interacting with a brand if they discover its content is AI-generated rather than human-made (Adobe, Mar 2026).
• 54% of consumers who used AI while shopping had to double-check all of the information it provided (Gartner, May 2026).

Methodology and Sources

Every statistic on this page was traced to the organisation that produced it and checked against the live source page, press release or report PDF on 5 October 2026. Statistics roundups were not used as sources. Where a source is a vendor reporting on its own customers or its own survey (Adjust, Coveo, Demandbase, Twilio, Twilio Segment, Adobe, Salesforce, Cisco, Baymard Institute), the text says so or the source is named in the citation. Survey figures describe the respondents of that survey, not all consumers or companies, and they are attributed rather than blended. Academic studies are cited for their published findings even when they are several years old, because no newer field experiment measures the same thing. The page is refreshed monthly; the oldest structural figures are replaced as soon as their publishers release new editions.

Sources

• Adjust, ATT opt-in rates: The latest benchmarks by app category and country
• Adobe, 2026 AI and Digital Trends report
• Adobe, 2026 AI and Digital Trends Consumer Report
• Aguirre et al., Unraveling the personalization paradox, Journal of Retailing
• BCG, Delivering on the Promise of First-Party Data
• Baymard Institute, Ecommerce Search UX 2026: 8 Search Query Types UX Best Practices
• Cisco, 2024 Consumer Privacy Survey
• Cisco Newsroom, How safe is our data? Consumers want to know
• Coveo, 2026 Commerce Relevance Report
• Coveo, Commerce Relevance Report Finds Popularity of GenAI Surging
• Deloitte Digital, 2026 Personalization Trends
• Demand Gen Report, 2026 Account Based Marketing Benchmark Survey
• Demand Gen Report, 2026 ABM Benchmark Survey: AI's Biggest Impact Is Personalization at Scale
• Demandbase, State of ABM 2026: Pipeline Benchmarks
• DLA Piper, GDPR Fines and Data Breach Survey: January 2026
• Federal Trade Commission, FTC Surveillance Pricing Study Indicates Wide Range of Personal Data Used to Set Individualized Consumer Prices
• Gartner, Gartner Survey Reveals Personalization Can Triple the Likelihood of Customer Regret at Key Journey Points
• Gartner, Gartner Survey Finds Consumers Want AI Shopping Help, But Not AI Purchase Decisions
• Goldfarb and Tucker, Privacy Regulation and Online Advertising, Management Science
• Gomez-Uribe and Hunt, The Netflix Recommender System: Algorithms, Business Value, and Innovation
• Google, A new path for Privacy Sandbox on the web
• Google, Next steps for Privacy Sandbox and tracking protections in Chrome
• Google, Update on Plans for Privacy Sandbox Technologies
• Johnson, Shriver and Du, Consumer Privacy Choice in Online Advertising, Marketing Science
• McKinsey, The value of getting personalization right, or wrong, is multiplying
• McKinsey, The next frontier of personalized marketing
• Momentum ITSMA and ABM Leadership Alliance, 2023 ABM Benchmark Study
• Mozilla, Firefox rolls out Total Cookie Protection by default to more users worldwide
• Nouwens et al., Dark Patterns after the GDPR: Scraping Consent Pop-ups and Demonstrating their Influence
• Pew Research Center, How Americans View Data Privacy
• Salesforce, AI Connected Customer research
• Spotify, Discover Weekly Turns 10
• StatCounter, Browser Market Share Worldwide
• Tucker, Social Networks, Personalized Advertising, and Privacy Controls, Journal of Marketing Research
• Twilio, 2025 State of Customer Engagement Report
• Twilio Segment, The State of Personalization 2024
• WebKit, Full Third-Party Cookie Blocking and More

Glossary

• ABM: account-based marketing, where marketing and sales pick target accounts and tailor campaigns to each one.
• ATT: App Tracking Transparency, Apple's iOS prompt that asks users whether an app may track them across other apps and websites.
• CDP: customer data platform, software that joins customer data from different systems into one profile per person.
• GDPR: the EU General Data Protection Regulation.
• MQA: marketing qualified account, a target account that has shown enough engagement to pass to sales.
• ROI: return on investment.
• Third-party cookie: a cookie set by a domain other than the site the user is visiting, used mainly to track people across sites.