Monday, 2 March 2009

Personalisation Counts

ChoiceStream's recent study of active US-based online shoppers held few surprises but some interesting insights for online marketers.

Key extracts from the research findings include:

Personalized ads are more likely to capture consumers’ clicks than non-personalized ads.
  • 39% of consumers indicate that they are more likely to click on an ad if it is personalized based on their tastes and interests
  • Strong correlation between customer value and the desire for personalized ads - 58% of frequent shoppers are more likely to click on personalized ads than non-personalized ads. 50% of the biggest spenders indicate that they are more likely to click on personalized ads than on non-personalized ones, vs. 32% of the smallest spenders.
Personalized ads are also more likely to capture consumers’ attention than non-personalized ads.
  • 41% indicate that they will pay more attention to advertising if it is personalized based on their tastes and interests
  • Direct correlation between the customer value and their interest in personalized ads: the bigger the spender, the greater the interest. For example, 49% of consumers who spent more than $250 online over the past six months are more likely to pay attention to personalized ads; of consumers who spent between $1-100, the number falls to 36%.
Interest in personalized ads is strongest online and on television.
  • A large majority of consumers are interested in personalized advertising distributed through their television (72%) or online (73%). The number of consumers interested in personalization on their mobile device is relatively low (35%).

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