Site Impact Report: Most Consumers Notice Bad Personalization

Consumers Notice Personalization but Question Brand Understanding

New research from MarTech company Site Impact shows that most consumers notice personalized marketing, but far fewer feel brands understand what they actually want. The 2026 Personalization Reality Check Report, conducted via Pollfish, surveyed 800 U.S. adults who regularly notice personalized marketing. According to Demand Gen Report, 77% of consumers notice personalized marketing constantly or often, but only 27% say brands understand their interests very well.

Repetitive Targeting Tops Consumer Descriptions

The report explores where consumers draw the line between personalization that feels useful and one that feels invasive. 45% describe personalized marketing as repetitive, making it the most common word consumers use ahead of relevant at 40% and helpful at 39%. 57% regularly see marketing for products they looked at once but never seriously considered buying.

Negative Reactions to Cross-Channel and Specific References

55% feel uncomfortable when marketing references something specific about them, such as a recent search or place they visited. 61% react negatively when the same brand's marketing follows them across social media, websites and email. 43% have stopped buying from a brand because its personalized marketing felt repetitive, too personal or off-base. According to Demand Gen Report, the findings suggest consumers expect brands to recognize when their interests have changed and respect their privacy.

Useful Personalization Drives Website Visits and Purchases

When personalized marketing feels genuinely useful, 46% visit the brand's website and 42% consider making a purchase. According to Demand Gen Report, brands that prioritize data quality, current audience signals and thoughtful targeting will be better positioned to earn consumer trust.