Consumers Say They Want More Relevant Website Experiences

Most marketers around the world believe that personalization of the web experience is critical, even if most of them aren’t sure how to go about doing so. New survey results from Janrain suggest that within the US, being shown irrelevant content can drive consumers away: 74% of respondents claim to get frustrated with websites when content, offers, ads, and promotions appear that have nothing to do with their interests. Still, consumers need assurances that their personal data will be handled responsibly.

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