Survey shows that only 17% of Americans know that BlackBerry 10 has launched

posted by Alan F. / Apr 09, 2013, 5:19 PM

Survey shows that only 17% of Americans know that BlackBerry 10 has launched

83% of Americans surveyed did not know BB10 had launched

Institutional equity research firm MKM Partners issued "Sell" recommendations on BlackBerry and Nokia on Tuesday. It is not hard to see why MKM issued the "Sell" recommendations after reading the responses for a survey of 1,500 U.S. consumers that was paid for by them. Over the last three weeks, respondents were asked if they were aware that BlackBerry 10 handsets had been launched in Canada and in Europe. Nearly 83% had no idea that a BlackBerry 10 handset was available in those countries. Even more amazing was the close to 61% of Americans who did not know that Windows Phone 8 handsets were available. When these same people were asked if they were interested in or curious about BlackBerry smartphones or Windows Phone 8 handsets, 68% said "No" for BlackBerry and about 64% replied the same for Windows Phone.

51% of the 1,500 surveyed own a smartphone while 39% had purchased a new one in the last six months. More than 37% are planning on buying a smartphone over the next 12 months. Of those who own a smartphone, 33% have an Apple iPhone while 28.3% sport a Samsung model. LG and HTC branding were found on 9.9% and 9.3% of the smartphones owned by the respondents respectively. Miscellaneous brands at 4.4% outscored both BlackBerry (3.4%) and Nokia (1.6%).

55.1% of those surveyed identified the OS on their phone as being Android. 31.3% said iOS while Windows Phone was driving 6.4% of the handsets used by respondents. While 3.4% were not sure, 3.1% said the BlackBerry OS was powering their phone. Interestingly enough, while most surveys show that most people know what kind of phone they plan on buying next, 44.5% of those asked in this survey said that they were not sure which manufacturer would get their business next. Meanwhile, 19.6% replied that Korean manufacturer Samsung would make their next phone while 17.7% listed the Apple iPhone as their next handset. BlackBerry came next at 5.9%, the best news that BlackBerry CEO Thorsten Heins will see from this survey. Running down the rest of the names mentioned, 4.4% said that their next smartphone will be a Motorola handset, followed by LG (3.1%) and Nokia (.7%).

"We were surprised that only 13% expect the BB10 to be available in the U.S. immediately or within the next 30 days. In fact the survey was administered between March 7th and April 2nd, 2013, which bracketed AT&T’s (March 22nd), T-Mobile’s (March 26th) and Verizon’s (March 28th) Z10 U.S. launches by about two weeks. The ineffectiveness of BlackBerry’s marketing plan is highlighted by the 63% of respondents who were completely unsure as to when the BB10 would be released in the U.S. [...] While the WP8 OS is gaining in popularity, a disturbing number of respondents (50%) who were aware that WP8 handsets were available for purchase couldn’t associate a handset brand to the OS. In particular Nokia is lost in the shuffle, despite its early standing as a Microsoft partner. Only 19% of respondents are aware that Nokia has a Windows 8 phone, trailing Samsung at 26% and HTC at 21%."-Michael Genovese, analyst, MKM Partners

source: Barron's via BGR

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42 Comments

1. FlushGordon unregistered

But only .0000021 percent of them plans to buy it

posted on Apr 09, 2013, 5:27 PM 12

4. akki20892

Posts: 3902; Member since: Feb 04, 2013

Correction: 0.000000000000000000001% plan to buy, and he is Blackberry CEO......!!!

posted on Apr 09, 2013, 5:35 PM 4

2. jckceric

Posts: 11; Member since: Apr 02, 2013

I like ios...

posted on Apr 09, 2013, 5:29 PM 2

19. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

I like boobies. :-)

posted on Apr 09, 2013, 7:02 PM 15

23. TROLL

Posts: 4851; Member since: Apr 13, 2012

Big and round™

posted on Apr 09, 2013, 7:08 PM 6

3. Stuntman

Posts: 843; Member since: Aug 01, 2011

BlackBerry should have spent a crap load of money last month to advertise to Americans that BB10 devices are available in Canada and Europe. Like really. What type of useless information is this? It's like surveying Americans if they knew what new toaster is being sold in South America.

posted on Apr 09, 2013, 5:31 PM 6

5. downphoenix

Posts: 3165; Member since: Jun 19, 2010

I bet blackberry could have fared better if they would have had the BB10 handsets around the time of their superbowl ads. But by the time they released the phones, most people forgot about the commercials of the superbowl.

posted on Apr 09, 2013, 5:39 PM 1

6. wrm2013

Posts: 237; Member since: Mar 28, 2013

Less then 17% can tell u why they buy apple products or the difference between the every 6 month models that come out

posted on Apr 09, 2013, 5:46 PM 4

11. JohnnyBravo

Posts: 105; Member since: Dec 02, 2012

I think that is why I see so many people rocking out the iPhone 3G and/or 4 still. They cant spot the difference so they dont upgrade. Obviously the Apple fans can but the average consumer most likely cant. True conversation with dad(currently owns iphone 4): JB - Dad arent you getting the iphone 5? JB's Dad - Meh, why? its pretty much the same damn phone? Put them side by side and one just looks a little bigger...why am I going to pay $200 for the same phone but a little bigger??? JB - ...love you dad JB's Dad - love you too son

posted on Apr 09, 2013, 6:32 PM 9

15. wrm2013

Posts: 237; Member since: Mar 28, 2013

hahaa

posted on Apr 09, 2013, 6:51 PM 0

18. Edmund

Posts: 656; Member since: Jul 13, 2012

At a quick glance, I can't tell the difference between a galaxy s3 and a galaxy s4, despite being tech savvy. Android fanboys bring the term "hypocrisy" to a new level.

posted on Apr 09, 2013, 6:57 PM 3

31. papss unregistered

True story... They SS are no better than Apple

posted on Apr 09, 2013, 7:23 PM 0

35. Xtasy

Posts: 284; Member since: Jan 13, 2013

But u sure can tell the difference between a Blackberry Z10 and anything before that

posted on Apr 09, 2013, 11:15 PM 1

36. quakan

Posts: 1419; Member since: Mar 02, 2011

More than 80% can tell you they got their low-end Android phone free. Source:www.wrm2013isatroll.com/Trolololololol?&12

posted on Apr 10, 2013, 12:09 AM 0

12. Edmund

Posts: 656; Member since: Jul 13, 2012

I tried one yesterday and I'm sad to say that RIM as we know it today won't exist for much longer. My guess is that MS, Apple, or google will offer to buy the company by the end of the year.

posted on Apr 09, 2013, 6:38 PM 1

21. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Why would any of the three you mention be interested in buying BB? The only value is in the patents and those could be picked up in an asset sale. Or in BK.

posted on Apr 09, 2013, 7:05 PM 0

43. apiskula

Posts: 578; Member since: Jan 25, 2013

Great comment. Blackberry is garbage

posted on Apr 10, 2013, 8:50 AM 0

14. Edmund

Posts: 656; Member since: Jul 13, 2012

The blackberry name, just like the iphone name, is a thing of the past. Markets change with every generation of users and companies either adapt or become insignificant.

posted on Apr 09, 2013, 6:48 PM 1

16. wrm2013

Posts: 237; Member since: Mar 28, 2013

iphone has been a fad. its not big enough to just sit and stand still, which it has (the popularity fall prooves this) android is big enough. plus google is skynet so anything it does will take over

posted on Apr 09, 2013, 6:53 PM 1

17. Mxyzptlk unregistered

Very much wrong

posted on Apr 09, 2013, 6:56 PM 1

24. TROLL

Posts: 4851; Member since: Apr 13, 2012

Very much right™

posted on Apr 09, 2013, 7:09 PM 3

20. DigitalJedi_X2

Posts: 346; Member since: Jan 30, 2012

So they interviewed 1500 people and because 83% of THOSE 1500 didn't know BB10 launched, that's supposed to represent 83% of the whole of the American people?? Are you sh*tting me?!?! These surveys always crack me up. Did they interview EVERY LAST American? No? They sure didn't interview me. So the survey is flawed and invalid. And of course, the haters eat it up and take it as fact.

posted on Apr 09, 2013, 7:05 PM 3

25. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Be glad even 17 percent know BB10 has launched. BB's market share is significantly less than the 17 percent.

posted on Apr 09, 2013, 7:09 PM 2

27. TROLL

Posts: 4851; Member since: Apr 13, 2012

This is the truth and accept it™ BB and Nokia wp8 has faded away from peoples hearts™ You ask the public and the average joe, whats Bb10 and L920,,,,? They have no idear what these are©

posted on Apr 09, 2013, 7:13 PM 2

44. DigitalJedi_X2

Posts: 346; Member since: Jan 30, 2012

Ask the public and average joe where? In the US? There is a world outside of the United States you know. Sadly, 83% of Americans don't seem to know this. And you wish BB was dead. Selling quite well abroad.

posted on Apr 10, 2013, 1:07 PM 1

32. papss unregistered

Um you do know that's the most accurate way to get a percentage right?

posted on Apr 09, 2013, 7:28 PM 0

45. DigitalJedi_X2

Posts: 346; Member since: Jan 30, 2012

No. Its not. Its incorrect. You would have to survey significantly more than 1500 people to accurately get the percentage from a country that numbers in the billions. There are so many more variables involved.