White Paper

Digital Divide Whitepaper

The research examines how consumer-marketer interactions differ, from sector to sector, and explores the top channels consumers use for various industries, and whether these align to the channels most used by marketers.

In February 2021, Upland BlueVenn polled 4,000 consumers and 500 marketers in the UK and the US, to determine how consumers interact with brands across multiple touchpoints, and how well marketers are meeting their customers’ expectations given the complexity of their journeys.

The research examines how consumer-marketer interactions differ, from sector to sector, and explores the top channels consumers use for various industries, and whether these align to the channels most used by marketers.

Download the whitepaper for a view of our findings, such as:

  • 55% of consumers said that having a personalized shopping experience is important to them
  • 84% of marketers agreed that it’s a challenge to unify customers’ data to individual customers when they have multiple digital identities
  • 42.5% of the data collected by marketers isn’t being used
  • Only 43% of consumers thought a brand understood their shopping needs
  • 84.5% of marketers agreed that their team is able to deliver a consistent or personalized experience across three or more channels
  • 27% of consumers thought that the brands they interact with provide a similar shopping experience across all channels, all the time

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