Survey says: personalization done right is a rising trend

Once again, Dassault Systèmes is kicking off the year at CES in Las Vegas. And for the second year in a row, we leveraging our presence there to unveil the results of a survey developed with CITE Research.

Last year, we focused on what people expect cities to be like in 2030 – think Hyperloop rail, fully connected smart home systems, mobile payments and personalized preventive health plans. You can read more about that here. This year, we surveyed 3,000 consumers in the U.S., China and France to investigate their views on personalization in healthcare, mobility, retail, and home and city environments.

The biggest finding: consumers (especially those in the younger generations) want personalized products…but they don’t want to wait for them and they want something in return for providing access to their data. On average, they’re willing to pay 25.3% more for personalization, but they want to gain personal safety, time and monetary benefits. They are most willing to pay for personalized healthcare, such as preventative health plans based on behavior or alert systems for falls. Also of great interest: personal safety products such as those that notify of time-sensitive home emergencies, provide crime alerts by location and ability to access local police during times of safety concerns.

Respondents also recognize that sophisticated personalization will require AI, 5G and home assistant technologies. About half feel that 5G, in particular, is very necessary to deliver personalized healthcare; this is seen as less vital in retail.

The survey did find some differences across generations and countries, but it also identified many similarities including placing a high value on the importance of personalization and concerns about data collection/management. For example: Chinese consumers are more enthusiastic about personalization than American and French consumers, but Americans have the highest expectations.

Some key findings from the survey include:

• 21% of consumers are willing to wait four or more days for a personalized product or service to be delivered
• 96% of consumers cite data privacy as a concern
• 60% of consumers will be more willing to share data if it is anonymized
• 88% of consumers will discontinue a helpful personalized service if they are unsure how their data is being managed
• 60% of Baby Boomers surveyed are most excited about personalization in healthcare
• 24% of Gen Z surveyed are most excited about personalization in mobility
• 21% of Millennials surveyed are most excited about personalization in the environment.

Going to CES? We’ll be there demonstrating the transformation of data into personalized experiences. This includes how manufacturers need to capitalize on this trend to collect, analyze and transform data while addressing concerns for data privacy.  Stop by and see us at booth #4623.