New Global Study Reveals Consumers Demand More Personalization in Marketing; 81% Ignore Irrelevant Messages, While Personalized Experiences Drive Loyalty and Sales

The modern shopping experience has become overwhelming. As consumers and brands navigate the uncertainty of tariffs, the focus on maximizing value is driving a growing demand for change. Attentive®, the leader in AI-powered mobile marketing, has released its 2025 Consumer Trends Report: The State of Personalized Marketing uncovering key insights into how consumers behave and what they expect from brands in the year ahead.

The data reveals that 81% of consumers ignore irrelevant marketing messages, and aren’t just indifferent to generic marketing—they actively disengage if messages aren't relevant. 

Here’s the good news—96% say they're likely to purchase when brands send personalized messages. Attentive research shows that finding products easily is the #1 factor that would most improve consumers’ shopping experience. Shoppers also want the ability to easily discover products that align with their past purchases and preferences.  When brands remember what they like and proactively recommend relevant products, they're more likely to hit that purchase button. 

Irrelevant Messaging Pushes Customers Away

Generic marketing messages are hurting brands. The report found:

• 8 in 10 shoppers ignore messages that aren’t relevant to them.
• 71% of consumers are frustrated by irrelevant messages.
• 1 in 4 consumers are less likely to purchase after receiving a generic marketing message.

Every challenge brings an opportunity, and brands that listen to customer demands and embrace personalization will benefit. The survey showed that:

• 71% of consumers want brands to learn from their shopping habits over time.
• 77% of consumers say they're likely to purchase from a brand when they get relevant product recommendations (83% for Millennials).
• 90% of consumers want more personalized communications than they're already getting.

Three key factors that drive customer loyalty to a brand:

• 66% - They remember my preferences.
• 52% - They make relevant product suggestions.
• 47% - They remember my past interactions.

Although consumers expect brands to remember their preferences, make relevant product recommendations, and tailor interactions to their shopping habits, traditional segmentation and rule-based workflows fall short of this level of personalization at scale. AI-powered solutions like Attentive AI™ are now enabling brands to analyze vast amounts of data and deliver hyper-relevant messages tailored to each shopper’s needs.

AI and RCS Will Revolutionize Mobile Marketing

A major shift in mobile messaging is on the horizon. Rich Communication Services (RCS) Business Messaging is set to revolutionize how brands engage with consumers by bringing interactive, app-like features to text messaging. Unlike traditional SMS, RCS enables brands to:

• Offer swipeable product carousels.
• Facilitate in-message browsing and purchasing.
• Provide real-time order tracking with visual updates.
• Engage in verified interactive customer service conversations.

As AI and RCS evolve, mobile messaging will become the new frontier for personalized commerce. The study found that:

• 77% of consumers (88% of Gen Z and Millennials) value AI-powered shopping experiences.
• 95% of consumers are interested in using at least one RCS-powered feature with brands.
• 90% say at least one RCS feature will make them more likely to purchase.‍

Trust and Personalization Go Hand in Hand

While privacy remains a concern, privacy-conscious consumers still expect brands to personalize their experiences:

• 99.6% of consumers are willing to share some form of personal data in exchange for relevant incentives.
• 71% want brands to learn from their shopping habits over time.

When we asked privacy-conscious consumers what drives their rational, three factors stood out that brands can address via data collection:

• 52% want control over their data.
• 40% distrust certain websites or apps.
• 38% are unsure what brands are doing with their data.

Privacy behaviors can make personalization a challenge for marketers, but they're also an opportunity to build trust. By providing consumers with transparency and control over their data usage, brands can still deliver the personalized experiences they want.

Shopping Behavior by Generation

Consumers across all generations value personalized marketing but engage with content differently:

• Gen Z is more likely to engage with event invitations, brand values, and behind-the-scenes content compared to other generations.
• Millennials enjoy these types too, but also engage with product care and styling tips, brand initiative updates, and opportunities to share feedback more than other generations.
• Baby Boomers prefer practical content like product launches, recommendations, and customer reviews.‍

A Clear Roadmap for the Future of Marketing

“In today’s economic climate, every dollar counts—for both brands and consumers. The data is clear and consumers want more relevant, personalized experiences, and brands that deliver will see the results,” said Keri McGhee, CMO at Attentive. “With AI-driven personalization and RCS-powered messaging, brands now have the tools to create truly 1:1 interactions that elevate the customer experience and build lasting loyalty.”

Download the full Survey Findings Here.
Join our Webinar on April 30 to dive deeper into these insights. Register Here. 

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Survey Methodology

On behalf of Attentive, CITE Research surveyed 3,300 consumers across the United States, UK, and Australia in January 2025. Participants were 18 years and older, owned a smartphone, received both email and text communications from brands, and had made at least three online purchases in the past three months.

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About Attentive

Attentive® is the AI-powered mobile marketing platform transforming the way brands personalize consumer engagement. Attentive enables marketers to craft tailored journeys for every subscriber, driving higher recurring revenue and maximizing campaign performance. Activating real-time data from multiple channels and advanced AI, the platform personalizes content, tone, and timing to help brands deliver 1:1 messages that truly resonate.

With a top-rated customer success team recognized on G2, Attentive partners with marketers to provide strategic guidance and optimize SMS and email campaigns. Trusted by leading global brands like GUESS, Urban Outfitters, and Steve Madden, Attentive ensures enterprise-grade compliance and deliverability, supporting trillions of interactions across more than 70 industries. To learn more or request a demo, visit www.attentive.com or follow us on LinkedIn, X (formerly Twitter), or Instagram.

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