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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags smartphonesNokiaBlackberryPhonesconsumer electronicsWindows Phone

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

Jared Newman

PC World
Show Comments

Father’s Day Gift Guide

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?