Consumer Preferences for Privacy and Personalization 2025

This document is a global research report that presents findings from the Qualtrics XM Institute’s 2024 Global Consumer Study, which surveyed over 23,000 consumers regarding their preferences for personalization and concerns about data privacy. The report outlines that a significant majority, 64%, of consumers prefer personalized experiences, with the highest preference in India at 82% and the lowest in Japan at 37%. However, privacy concerns are prevalent, with 53% of respondents expressing high levels of concern about their personal information. The report details that trust in companies correlates with comfort levels regarding data usage, where consumers who trust companies are more likely to be comfortable with data utilization for personalization. The study also highlights variations in comfort levels across different countries, indicating that Indian consumers are most comfortable with data usage for personalization, while French consumers show the least comfort. The report includes various figures illustrating consumer preferences and concerns.