RESEARCH
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Consumer preferences for privacy and personalization, 2025
Consumer preferences for privacy and personalization, 2025
As part of Qualtrics XM Institute’s 2024 Global Consumer Study, more than 23,000 consumers around the world shared their preferences for personalization and concerns with the privacy of their personal information. In this report, we share research findings and recommendations to balance both organizational needs for data and consumer needs for privacy.
In this report, you'll learn
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- Consumers want personalization… Yet are highly concerned about data privacy
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- Purchase history and site visits are top candidates for personalization.
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- Trust in data practices corresponds to comfort with data usage
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Comfort with data usage for personalization varies by country
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