Marketing personalization in the United States - statistics & facts

Personalization was named the marketing word of the year by the American Association of National Advertisers in 2019. Since then, this data-driven and customized form of engagement has evolved from a buzzword to one of the fundamentals of digital marketing. Companies in the United States are devoting larger shares of their ad budgets towards personalized content each year, which is no surprise considering that well-crafted and unique marketing messages can help companies stand out in today's highly contested e-commerce space. On top of that, personalized engagement can also foster long-lasting relationships between brands and their customers while simultaneously driving revenues. In 2022, the revenue of customer experience personalization and optimization services surpassed eight billion U.S. dollars globally. And even though access to extensive user data will soon be restricted due to the deprecation of third-party cookies, the strive for marketing personalization is unlikely to wane.

Marketers are making personalization their priority

Survey findings from 2021 revealed that customer experience, personalization, and loyalty were among the top marketing priorities for CMOs in the United States. Nearly 80 percent of interviewed marketers also planned to deploy a higher level of personalization technology in the future, highlighting the industry's steady path toward consumer-centric promotion. In the U.S. and most other global markets, this path to personalization is paved by consumer data, including browsing histories and purchasing behavior. Roughly 60 percent of marketers worldwide agreed that customer data impacted their decision-making processes, and in the U.S., spending on marketing data has nearly doubled since 2018. Another aspect that many marketing professionals agree on is that prohibiting third-party cookie tracking on browsers such as Chrome will likely lead to less personalized consumer experiences and less fruitful engagement.

Consumers expect personalized interactions – but not at all costs

Consumers from the U.S. have grown tired of mismatched marketing messages that are not tailored to their needs or interests. They want to be recognized as individuals rather than a homogenous customer pool and thus expect companies to deliver personalized content and unique experiences reflective of their preferences. Surveys indicated that at least 50 percent of consumers in the U.S. felt favorable towards personalized messages in early 2022, with Gen Z shoppers expressing the highest level of approval. But even so, not all recipients are comfortable sharing personal data in exchange for personalized ads. Research showed that over 40 percent of U.S. consumers expressed concerns about online data usage by companies in 2021. While this share has somewhat dropped since 2021, many netizens still feel wary about sharing information that goes beyond the basics of age, gender, or language.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Dec 18, 2023

Key insights

Internet ad spend in the United States
153.2bn USD
Content marketing revenue worldwide
65.6bn USD
Customer experience personalization software and services revenue worldwide
8.28bn USD
Get more insights

Editor’s Picks Current statistics on this topic

Presence of key performance indicators (KPIs) measuring personalization efforts in companies worldwide as of February 2023

Online marketing

Presence of personalization KPIs in companies worldwide 2023

Online consumers' preference for personalization versus privacy in shopping experience in the United States as of May 2022, by ethnicity

Online Advertising

Preference for personalization vs. privacy in CX in the U.S. 2022, by ethnicity

Effectiveness of personalization programs in selected industries according to consumers in North America as of November 2021

Marketing

Effectiveness of personalization in North America 2021, by industry

Related topics

Recommended

5

Recommended statistics

Overview

4

Overview

Marketer insights

6

Marketer insights

Consumer insights

10

Consumer insights

Data usage

10

Data usage

Further reportsGet the best reports to understand your industry

Email marketing worldwide
Email marketing worldwide
Data usage in marketing and advertising in the U.S.
Data usage in marketing and advertising in the U.S.
Marketing technology implementation in the U.S.
Marketing technology implementation in the U.S.
Cutting cookies from digital advertising
Cutting cookies from digital advertising
Loyalty programs and marketing in the United States
Loyalty programs and marketing in the United States

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu