Two-thirds of Australians expect personalisation for sharing data with brands: Adobe

In exchange for sharing data with brands, almost two-thirds (64%) of Australian consumers expect a personalised experience and more than half (51%) want real-time offers relevant to them, according to an Adobe report.

The Adobe ‘Make It Personal’ report found that half (49%) of Australians are rejecting age-based stereotypes (such as Gen Z, Millennial, Gen X) with the vast majority (91%) wanting to be seen and treated as an individual.

More than one in two Australians (59%) think negatively of brands that use broad assumptions and stereotypes, including age-based labels, to engage with them.

In comparison to APAC respondents, Australians had the strongest response of wanting to be seen as an individual based on their unique interests and preferences (91% vs APAC average 86%).

This also sets certain expectations around brands as one in two (48%) Australians expect companies to know them and keep pace with their preferences.

62% of Australians said they have changed their favourite brands as their tastes and financial situation has changed.

“Across Asia Pacific, customers are calling on brands to demonstrate that they know them, show them, and will help them in the moments that matter – not once, but all the time,” said Duncan Egan, vice president of marketing, Adobe Asia Pacific and Japan.

“To meet that standard, brands need to unlock preferences in real-time through customer data and use it to deliver relevant interactions and content at the right moment. Scaling that across up to millions of customers is the next step.” 

The surveys were conducted between August and September 2022. This includes Australia (n=2,000), India (n=2,000) and Singapore (n=1,000).


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