Bad news for BlackBerry 10: Survey says most Americans don't care

In a survey of US consumers, most didn't know Blackberry 10 had launched in Canada and Europe and were unsure of its release date in the US

Blackberry will have to work harder to get the word out about its new Blackberry 10 operating system and smartphones, if a research firm's findings are any indicator.

In a survey of 1500 U.S. consumers by MKM partners, 82.6 percent said they didn't know Blackberry 10 had launched in Canada and Europe in late January and didn't expect the OS to be available in the U.S. within the next 30 days. The survey, reported on by Baron's, was conducted between March 7 and April 2.

"The ineffectiveness of BlackBerry's marketing plan is highlighted by the 63 percent of respondents who were completely unsure as to when the BB10 would be released in the U.S.," MKM noted. Asked if they were curious about or interested in the new operating system, 68 percent said they were not.

But don't laugh if you're a Windows Phone user. In that same survey, 60.5 percent of respondents didn't know that phones running Windows Phone 8 were available for purchase, and 63.9 percent of respondents said they weren't at all curious about or interested in Windows Phone. Only 0.7 percent said they planned to get a Nokia as their next phone.

Blackberry's all-touch Z10 smartphone launched on three of the four major wireless carriers in late March, with Sprint being the lone holdout. But the amount of promotion Blackberry is getting from that tiro carriers is mixed. The Wall Street Journal has reported that AT&T doesn't seem to be highlighting the Blackberry Z10 in its stores, while Verizon appears to be making a stronger push according to Barron's. Carrier support was a big stumbling block for Windows Phone early on, and could be an issue for Blackberry as well.

On the bright side, 5.9 percent of respondents said they planned to buy a Blackberry--the third-highest percentage among all phone makers behind Samsung and Apple. If Blackberry can convince its existing customers to migrate to Blackberry 10--particularly once the keyboard-equipped Q10 launches--it may have a shot to compete with Microsoft as a viable third ecosystem behind iOS and Android.

The survey otherwise reiterates that the U.S. smartphone market is dominated by Apple and Samsung, with 33 percent saying they owned an iPhone and 28.3 percent saying they owned a Samsung phone. While nearly half of respondents weren't sure what phone they'd get next, 19.6 percent had their eyes on a Samsung, and 17.7 percent were considering an iPhone. No other phone maker came close in purchase intention.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jared Newman

PC World
Topics: Blackberry, consumer electronics, Phones, Nokia, smartphones, Windows Phone

Comments

#TEAMBLACKBERRY

1

82% of Americans don't know Canada exists. LOL trust me, this isn't a knock against BlackBerry - it's a knock against the most ignorant, idiotic and most definitly moronic nation on the planet.

Comments are now closed.

Latest News Articles

Most Popular Articles

Follow Us

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Resources

Best Deals on GoodGearGuide

Compare & Save

Deals powered by WhistleOut
Use WhistleOut's technology to compare:
Mobile phone plans & deals
Mobile phone models
Mobile phone carriers
Broadband plans & deals
Broadband providers
Deals powered by WhistleOut
WhistleOut

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?