B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
71%
71% -- share of consumers expecting personalised interactions for Global consumers (2025)
71% of consumers expect companies to deliver personalised interactions according to McKinsey research.
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Lighthouse Research Team
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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 & Company
Primary
Tier C
https://wearetrident.co.uk/blogs/why-personalisation-in-your-marketing-messages-ia-important-for-you… ↗
Source Article
Why Personalised Marketing Messages Matter | Trident
Send one email, advert and offer to everyone, and you lose the customers who wanted something better. Personalised marketing messages are no longer a big-retailer luxury; they’re what people now expect. This guide explains what personalisation really means today. It shows why it works. It also shows…
Original Research
McKinsey & Company
· Original study ↗
Methodology
McKinsey research cited in Trident blog
Methodology documented
Segmentation
Industrymarketing
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Plain Text
Global consumers: 71% share of consumers expecting personalised interactions. Source: McKinsey & Company (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-expect-personalised-interactions
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<blockquote cite="https://lighthousedata.io/data/consumers-expect-personalised-interactions" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- share of consumers expecting personalised interactions for Global consumers<br><small>Source: McKinsey & Company (2025) · <a href="https://lighthousedata.io/data/consumers-expect-personalised-interactions" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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