Contents 2 Introduction ..........3 Why Personalize ...........4 Who Personalizes ........5The Gifters 7Avid Fans of Personalization 9 Taking the Plunge Into Personalization 10 Industry Insights: Apparel and Footwear........12 Industry Insights: Vacation and Travel Services ........14 Key Findings .......17 About YouGov.....18 3 Whether the goal is to create a sense of identity or to simply add a personal touch, the act of personalizationis as much in demand as the products and experiences it helps make unique. YouGov’s latest report deliversrobust insights on not justwhybrands should tap into personalization, buthowandwherebrands can employthis ofering to gain the upper hand in reaching consumers. Introduction Some industries fare better in implementingpersonalization than others… % of Americans who have personalizedin each of the industry categories29% Apparel & Footwear 25% Vacation and Travel Experiences 29% Food & Beverages According to a study conducted in 2015,just one in six consumers have ever boughta personalized product or service. Sincethen, product personalization (the alteringof a product to better suit a customer’sneed or desire) has surged. YouGov’s latestresearch reveals that over the last threeyears, the personalization economy hasseen an increase in demand from 17% to26%. Now, at least one in four Americanssay they have personalized a producteither for themselves or someone else.Interest in personalization is also high,suggesting that the process has stayingpower in the current economy. One in tenAmericans (10%) consider personalizationas a top interest and overall, nearly one inthree (30%) express some interest in theofering. This report will explore the diferent facetsof personalization – from who these“personalizers” are in real life to the typesof products or services people say theyhave personalized. It will also identify waysto reach a potential audience of those whoare willing to pay more for the oferingbut have yet to take the personalizationplunge. 27% Technology Products 22% Household Goods 4 To design a product to meet aspecifc need (types of materials,shape, size, duration) To identify a product as“belonging to me” To design something justfor fun To demonstrate creativity To stand out from other people To feel pride in creating/ designing something REASON Whypersonalize THE MAIN REASONS PEOPLE SAY THEYPERSONALIZE PRODUCTS AND/OR SERVICES 1 2 4 3 5 6 。。。。。。