The engagement
Marketing personalization had become a widely discussed priority, but the consumer perspective — how much personalization actually mattered to purchasing decisions — was less clearly documented. Attentive wanted global evidence about how consumers responded to relevant versus irrelevant marketing.
The research approach
CITE Research surveyed 3,300 consumers across the United States, United Kingdom and Australia, examining their responses to personalized and irrelevant marketing messages, the impact on purchasing behaviour and the role of personalization in brand loyalty.
From findings to impact
The research found that 81% of consumers ignored irrelevant marketing messages, while 96% were likely to purchase from brands that personalized their outreach. Attentive used the findings in its 2025 Consumer Trends Report: The State of Personalized Marketing.
Highlighted result
3,300 consumers across three countries showed that personalization was no longer a differentiator — it was an expectation.
Methodology
CITE Research conducted the survey on behalf of Attentive among 3,300 consumers in the United States, United Kingdom and Australia.