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BizReport : Mobile Marketing : September 27, 2010

CrowdScience: Consumers need more smartphone choice

When it comes to smartphones, choice is the best way to create loyal consumers. Unfortunately many consumers aren't given enough choice in their smartphones, especially by their employers. A new CrowdScience report finds that businesses who are requiring their employees to use BlackBerries may actually be hurting the brand.

by Kristina Knight

Researchers found that 60% of consumers who had some choice in their smartphone were more likely to be satisfied with the purchase. Only about one-third (35%) whose choice was decided by their company were 'very satisfied'. Why is this important for the BlackBerry brand specifically? Because 2 out of 3 companies require their employees to use BlackBerries for work.

"Combine the low satisfaction levels of users of corporate mandated smartphones with the fact that there is a high proportion of these among BlackBerry owners, and you've got a key factor in the low overall loyalty we've seen in BlackBerry users for the past year," said Sandra Marshall, Vice President of Research with Crowd Science.

How satisfied are BlackBerry users?

• 45% of all BlackBerry users reported they were 'very satisfied' with the device
• 30% of BlackBerry users say they will buy another BlackBerry
• 30% of BlackBerry consumers plan to switch to iPhone
• 20% of BlackBerry users plan to switch to Android or a traditional cell phone
• 71% of iPhone and 70% of Android consumers reported being 'very satisfied' with the device
• 70% of iPhone and Android users plan to stick with their current brand

How are consumers using smart- or cell phones? Earlier this month comScore reported that 66% of consumers are sending text messages, 33% are using mobile browsers, 31% are downloading apps and 31% are playing games. Nearly 22% are accessing social networks/blogs and 14% are listening to music via mobile device.

Tags: Android, BlackBerry, Crowd Science, iPhone, mobile consumers, mobile loyalty, smartphones

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