39 per cent of consumers prefer to be targeted by marketing that delivers content relevant to their needs which, though not the majority, is still a sizeable proportion and a number higher than expected.

In a survey of 1,000 consumers, commissioned by Sodexo Reward and Benefits Services and conducted by TLF Research, it was found that respondents also felt the use of personal data wasn’t invasive. 67 per cent of the 18-44-year olds surveyed said they didn’t think the use of their data was invasive. Perhaps more surprisingly, 58 per cent of over 55s agreed with the younger generations.

“Our latest research reveals that the public are far more open to targeted marketing than common perception would have you believe,” said Chris Baldwin, director of consumer promotions and loyalty at Sodexo Rewards and Benefits Services. “Targeted marketing enables brands to accurately and effectively identify customers based on their previous shopping behaviours and then tailor communications to reflect the products and services that appeal to them. While there has been a certain level of mistrust in the past, this is rapidly changing. Having grown up in the digital world, younger generations recognise the benefits that targeted marketing brings and are much more comfortable with brands using data to enhance their shopping experience.”

The research also found that consumers prefer to receive targeted marketing through email – with 44 per cent feeling that way. This was followed by traditional post at 21 per cent and social media a 15 per cent. Another surprising finding was that 25-34-year olds actually favoured traditional post over online marketing.