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Dec 9, 2021
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Most content consumers receive from brands is irrelevant - report

Published
Dec 9, 2021

UK consumers believe 75% of content they currently receive from brands is irrelevant. What’s more, just 35% say the content makes them click through, new research by data platform Treasure Data reveals.


Photo: Pexels/Public domain


It comes as 21% of Britons say they’ve given away more of their personal data to brands since the start of the pandemic. Of the 2,000 adults surveyed, young people aged 18-34 were most likely to believe they’ve divulged more personal information since the pandemic (28%), contrasting with 17% of over 55s.

“The research shines a stark light on the fact that brands are still struggling to utilise effectively the personal data provided by consumers to tailor relevant and engaging communications”, the report said. 

And so 44% of UK consumers said they expected more from brands after having shared their personal data than they currently receive.

And that’s despite brand comms being pretty intense. Some 79% of consumers hear from brands at least once a day, with the average Briton hearing from brands 12 times a day. Younger people receive the most communication from brands, averaging 16 times per day for those aged between 18-34.

Whether consumers believe they’re getting a good level of tailored content from brands differs hugely by age. Four in 10 young people (18-34) believe they’ve seen benefits from sharing their data with brands as they’ve received tailored services. However, as few as 17% of over 55s believe this to be the case.

The research revealed that consumers will take action if communications from brands aren’t up to scratch. Some 45% of consumers said they would unsubscribe from a brand communication within a week if it was irrelevant. Ruthlessly, 20% said they would unsubscribe in less than 24 hours.

However, the research also highlighted that there are clear opportunities to build loyalty if relevant communications are provided. Some 35% of UK consumers said they would be more willing to share their personal data if it meant personalised and tailored content. It’s also the case that young people feel most strongly about this — 46% of 18-34 year-olds agreed with this statement, in contrast to just 25% of over 55s.

Andrew Stephenson, Director of Marketing, EMEA, at Treasure Data, said: “In the era of big data collection, it’s disappointing that consumers still feel they aren’t receiving the right value from brands for sharing their personal data. As we enter the golden [period] for retail, the opportunity to win consumer loyalty, and boost sales opportunities through improved, personalised communications is huge.

“But, as our research reveals, the risk of getting personalisation wrong is even greater, as customers make clear they are not afraid to unsubscribe and withdraw their personal data.”

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