US Internet Users Want More Control Over the Branded Content They Receive than What Marketers Currently Offer, Nov 2018 (% of respondents)
US consumers were asked if they want control over brand communication, such as email frequency and control over the type of content they receive. US retail marketers were asked if they are currently meeting consumer needs when it comes to control over brand communication frequency and content.
Data is from the March 2019 Alliance Data report titled "The Great Divide: Connecting brands to the real needs of today's consumer." 2,515 US internet users ages 18+ were surveyed online during November 9-19, 2018. Generations are defined by year born: Gen Z (1997-2000), millennials (1981-1996), Gen X (1965-1980) and baby boomers (1946-1964). 200 US retail marketers were also surveyed during November 9-21, 2018.