Consumer survey reveals new insights into online privacy and personalization, digital marketing and media preferences

Scorpion Survey reveals unique perspectives across generations; Differing Opinions on One-to-One Marketing, Resources for Buying Decisions, and Advertising Responsiveness

SALT LAKE CITY, June 9, 2022 /PRNewswire/ — Scorpio, the leading provider of technologies and services that help local businesses thrive, today announced the results of a survey that explores the traditional and digital media channels consumers prefer when researching and purchasing new products. or services, as well as their online data privacy/personalization preferences. The survey was conducted with Qualtrics in the second quarter of 2022 and involved a sample of over 1,000 US consumers. Key findings include:

  • Most People Want Web Personalization: 71% of respondents indicated that they like having their Website personalized browsing experience. In fact, only 9% of Gen Z said they didn’t want a personalized web browsing experience, while 19% of Millennials and 28% of Gen X said no. 46% of baby boomers said no to a personalized web browsing experience, meaning they were 5x more likely than Gen Z to not want personalized ads, often linked to data privacy concerns.
  • However, many are not satisfied with this web customization: In fact, 72% of respondents indicated they were dissatisfied with the digital ads they received. A quarter of survey respondents indicated that personalized web ads were generally not relevant to them; 22% said ads “seemed to know too much” about them; and 22% said ads reached them after they had already made their purchases.
  • Neighborhood apps are a hit with Gen Z and Millennials: Gen Z and Millennials were almost 2x more likely than Baby Boomers (29% vs. 16%) to use neighborhood apps and pages (e.g. NextDoor and Facebook Groups) to discover new products and services.
  • Smart devices unlock the next purchase phase: Older millennials and younger members of Gen X lead smart device purchases at 56%, followed by Gen Z at 46% and younger millennials at 44%. Although traditionally a laggard in technology adoption, 33% of baby boomers are using smart devices to shop.
  • YouTube is the great unifier: The most useful social network turned out to be YouTube, with 17% of respondents giving it the top spot, although Gen Z and Millennials were almost 3 times more likely than baby boomers (22% vs. 8%) say YouTube was most helpful. .

“The future of digital marketing is all about personalization as businesses of all sizes now have access to technology that can deliver a 1:1 experience to their customers,” said Joe Martin, vice president of marketing at Scorpion. “It is essential that small businesses understand their customers so that they can produce tailored marketing that allows each customer to truly understand the value of the goods or services provided. When this happens, customer satisfaction peaks, this which results in customer retention, and even additional customers via ‘word of mouth’.”

Where do consumers go to get information about new products and services

When it comes to discovering new products and services, younger and older generations share some similarities, but also have distinct preferences when it comes to certain channels.

  • Across all age groups, 53% of respondents said online and email advertisements were where they discovered new products and services, while 43% said websites were where they turned. These were the only two channels where the variance between generational groups was relatively small.
  • Gen Z (18-24) and young millennials (25-34) are 4.5 times and 4 times more likely than baby boomers to turn to influencers when discovering new products and services , with 43% of Gen Z and 35% of Millennials saying they’ve been influenced by influencers compared to 9% of Baby Boomers.
  • The growing prevalence of messaging platforms like Discord and Reddit with younger generations was evident, as Gen Z was 4.5x and Gen Y + Gen X 5x more likely than Baby Boomers to use them for discovery new products and services. Only 3% of baby boomers have turned to messaging platforms, while Gen Z has reached 14% and Millennials + Gen X 16%.
  • The tables have been turned when it comes to direct mail, flyers and print ads. This more traditional channel has reached baby boomers much more than younger generations, with baby boomers (38%) being 3.5 times more likely to turn to print than Gen Z (10%) and younger generations millennials (11%).

Importance of online reviews perceived differently by age/generation

As it concerns online reviewsyounger generations tend to value star ratings more, while older generations are more willing to let companies slip if they have poorer reviews.

  • 23% of Gen Z and 20% of Millennials said they would never consider a business that had less than five stars on review sites. This contrasts with baby boomers, of whom only 7% reported as such.
  • On the other side of the coin, 16% of baby boomers said they wouldn’t rule out a business based on their star rating. This is 4 times more likely than Gen Z (4%).

For more information on the survey, please visit:

About Scorpio

Scorpion is the leading provider of technologies and services helping local businesses thrive. It helps local service providers understand their unique market dynamics, maximize their marketing efforts, and deliver experiences their customers will love. Scorpion puts SEO, reviews, advertising, email marketing, chat and messaging, social media, websites, lead management, appointment scheduling, and more at the service of local businesses. The company brings it all together in an easy-to-understand and manage way, combining AI and teams of real people with vertical expertise committed to customer success and ready to do whatever it takes for them. help them achieve their goals.

Scorpion is headquartered at Salt Lake City region, with offices in California, Texasand New York. For more information, please visit

Media contact:
Hayley Lavin
[email protected]


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