Consumers Want to ‘Discover’ Content
While studies show that consumers frequently demand personalized and relevant communications, it appears that most also want to discover content for themselves rather than receiving content from others.
Rapt Media, an interactive video provider, polled 1,000 US consumers to uncover attitudes towards online ads and content with particular regard to personalized content and engagement.
The survey revealed that 43% believe online ads are not personalized to their interests, but almost two-thirds (62%) say the content they discover on their own is personalized to their interests.
Even if content is customized, a full 61% report that they still prefer to find it on their own and almost half (46%) say the content they find on their own influences their purchase decisions.