Nearly half of Britons dislike personalisation

The Digital Innovation: surviving the next wave of change report reveals that 43% of people would let a personal digital assistant – such as an Amazon Echo – help them with activities such as the upkeep of their vehicle, or monitoring their diet and fitness. 

Forty two per cent would allow one to recommend holidays, 41% to suggest things to try, 38% to recommend leisure activities, 35% to sort out home finances and 34% to assist with grocery shopping. 

But 45% of British consumers are not happy with the idea of any personalisation of the information, recommendations and advertising they receive, and this figure increases with age. While just 25% of 18-24 year-olds dislike personalisation, this rises steadily to 56% of those over 55. 

"With personal digital assistants on the cusp of entering the mainstream, our new report shows that consumers are willing to welcome companies into their living rooms but they have to feel the interaction aids them and they are not simply being marketed to," said Stephen Harmston, head of YouGov Reports.