The State of Personalization 2022

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The State of Personalization

Personalization around the globe

Welcome to the third annual State of Personalization Report, a global look at the latest trends in personalization, first-party data, privacy, and consumer loyalty.

In this report, we surveyed nearly 3,500 businesses and consumers across five continents to get a pulse check of how attitudes and experiences with personalization have changed over the past 12 months.

Read on to explore our key findings, or download the full report to get the complete picture of the trends shaping the future of personalization.

Illustration: Personalization around the globe

Key findings

Trend 01

Personalization and ROI go hand in hand

Nearly half (49%) of consumers say they will likely become a repeat buyer after a personalized shopping experience with a retailer.

Trend 02

Investments in omnichannel are improving, but still have a long way to go

Only 35% of companies feel they are successfully achieving omnichannel personalization, up from 24% in 2021.

Trend 03

Businesses are future-proofing their personalization efforts with first-party data

37% of brands exclusively use first-party data to personalize customer experiences, a six percentage point increase compared to 2021.

Trend 04

Businesses seek balance in the personalization-privacy paradox

Just 40% of consumers say they trust brands to keep their personal data secure and use it responsibly.

Trend 05

The bar for personalization is getting higher

Less than half (47%) of companies personalize communications based on real-time customer behavior.


  • Segment conducted this research using online surveys distributed by Method Communications, between April and May 2022.
  • There were a total of 3,450 respondents from Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, United Kingdom, and United States, with a minimum of 250 respondents from each country.
  • To ensure our report incorporated both business and consumer attitudes towards personalization, we conducted two surveys.
  • Our consumer survey targeted adult consumers who have purchased something online in the past 6 months. These respondents were equally split across gender.
  • In addition, we also surveyed B2B and B2C business managers and above who are familiar with their company's customer experience, marketing tech, or customer data strategies.