BlackBerry Can’t Catch a Break
The markets are awash with surveys, asking people what it is they want, most desire, would kill for, and so on. This is especially true in the smartphone and tech sector, where emotions run high, brand loyalty is paramount, and the rivalry between devices can be as polarizing as the competition between the Red Sox and Yankees. Numerous polls indicate which gadget people plan on buying next — very few, however, point to which ones people want nothing to do with.
Fortunately, the world has the Raymond James research firm, which set out to determine which smartphone gadget repelled people the most. As it turns out, the majority of respondents in the survey were most turned off by BlackBerry (NASDAQ:BBRY), which took the top spot as the least-wanted phone out of the three major contenders. Google’s (NASDAQ:GOOG) Android followed, and Apple’s (NASDAQ:AAPL) iPhone came in last — or first, depending on how you look at it.
Seventy-one percent of respondents said that they would never purchase a BlackBerry, 31 percent said they would never purchase an Android, and 19 percent said they would never purchase an iPhone. Figures on how many people participated in the survey were not offered, nor were any factors indicative of demographic.
While the information is certainly interesting — and admittedly not wholly surprising — these kinds of questions should be taken with a grain of salt. Negative experiences tend to run emotions higher than positives ones (typically, a patron who had a decent experience will be far less moved to write about it, or pass the word along — conversely, a person with a bad experience will jump on the opportunity to share just how bad the experience was). Therefore, when polling people in a negative frame by asking what device they would never get, emotional temperatures will tend to run hotter, and more people will be moved to voice their opinions.
The second grain of salt here is in reflection on the reputations of the three systems. BlackBerry has long been known for being the “business phone.” Typically, it is the device most commonly handed out by employers as the ‘work phone,’ and its humble (to say the least) offerings on the gaming and entertainment front leave plenty to be desired for the consumer who enjoys a good game of Angry Birds on the ride to work. Deductively, this reputation sets up the users who have never actually used a BlackBerry to write it off as the ‘work phone,’ and in a survey setting, who wants that?
Naturally, this leaves the Android and iOS varieties. Collectively, the two possess more of a fun factor than the BlackBerry, offering a far more friendly entertainment interface, and the more playful nature that Apple and Google have inherently.
The survey also offers a window (pun intended) into the long road ahead that other minority systems, such as Microsoft’s (NASDAQ:MSFT) Windows mobile have in breaking into the market, given that the system wasn’t even included in the survey.