B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
71%
71% -- consumers expecting personalisation for consumers (2025)
71% of consumers expect companies to deliver personalisation according to McKinsey.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier C
https://spinach.com.au/opinion/unlocking-customer-data-the-sme-friendly-tools-that-deliver-big-resul… ↗
Source Article
Unlocking customer data: The SME-friendly tools that deliver big results | Spinach Advertising - New
You started your small business because you’re passionate about what you do, and you’re great at it.
But in today’s world, passion and skill are only part of the equation. To truly thrive, you need to understand your customers – deeply. We’re not just talking about knowing their names but truly gras…
Original Research
McKinsey
· Original study ↗
Methodology
Cited from McKinsey research by Spinach Advertising blog
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2021 | 70% | |
| 2025 (current) | 71% | +1.4% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 71% consumers expecting personalisation. Source: McKinsey (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-expect-personalisation-mckinsey
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<blockquote cite="https://lighthousedata.io/data/consumers-expect-personalisation-mckinsey" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- consumers expecting personalisation for consumers<br><small>Source: McKinsey (2025) · <a href="https://lighthousedata.io/data/consumers-expect-personalisation-mckinsey" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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