During a 2022 survey carried out among business managers and above who were familiar with their company's customer experience, marketing tech, or customer data strategies from various countries across the globe, 37 percent stated their brands used exclusively first-party data to personalize customer experiences. A year earlier, the share stood at 31 percent.
Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022
among B2B and B2C business managers and above who are familiar with their company's customer experience, marketing tech, or customer data strategies
Supplementary notes
The survey was carried out among respondents Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, United Kingdom, and United States. The methodology was applied during the 2022 survey. The source provides no information about the methodology used in 2021.
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Twilio. (July 15, 2022). Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/
Twilio. "Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022." Chart. July 15, 2022. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/
Twilio. (2022). Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/
Twilio. "Share of Brands That Used Exclusively First-party Data to Personalize Customer Experiences Worldwide in 2021 and 2022." Statista, Statista Inc., 15 Jul 2022, https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/
Twilio, Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022 Statista, https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/ (last visited December 21, 2024)
Share of brands that used exclusively first-party data to personalize customer experiences worldwide in 2021 and 2022 [Graph], Twilio, July 15, 2022. [Online]. Available: https://www.statista.com/statistics/451641/customer-data-used-marketing-personalization-worldwide/
