Though consumers in the UK are annoyed by the lack of personalisation by brands, they also remain concerned about handing over their data in order for this personalisation to occur. Research by Accenture, who surveyed 1,800 UK consumers shows that 47 per cent feel frustrated when brands fail to deliver a relevant, personalised shopping experience. but, 48 per cent are concerned about the safety of their personal data when they subscribe to the services that will deliver them more personalised experiences. 49 per cent of UK consumers are open to ‘smart-reordering’ services and 31 per cent use digital assistants. The research also found that 89 per cent of UK consumers believe it is extremely important that companies protect their personal data.
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