When it comes to smartphones, there are plenty of big name brands to choose from. One that people may forget about is BlackBerry. The once-popular smartphone brand hasn’t lived up to expectations in recent years. But it does have a new phone model with some useful features that the company hopes will draw in some more customers. So what do people think about BlackBerry phones and the brand in general? And how many would consider buying a BlackBerry in the future?
In Ask Your Target Market’s latest survey, just 3% of respondents said they currently own a BlackBerry phone. 4% said they’ve owned multiple BlackBerry devices in the past. 12% have owned one in the past. And 82% said they’ve never owned a BlackBerry device.
Overall, 66% of respondents said they have a neutral opinion or perception of the BlackBerry brand. 19% said they have a positive opinion of BlackBerry. And 14% have a negative opinion of the brand.
When it comes to picking out a new smartphone, there are so many different features to consider. The new BlackBerry phone, the Passport Silver Edition, is said to have many of the features, such as durability and sleek design, that consumers consider to be important.
For consumers, it seems that a phone’s functionality is the most important. 42% ranked ease of use as their number one consideration when choosing a new smartphone. However, 25% ranked the phone’s brand name as the most important. Productivity features, variety of apps and durability were also ranked as moderately important smartphone features. And consumers ranked design and a physical keyboard (both features that the new BlackBerry phones boast) as the least important considerations for them.
The company’s current phone model doesn’t seem to be turning many heads just yet. Only 7% of respondents said they’ve even heard of the new BlackBerry Passport Silver Edition smartphone. And looking forward, just 19% of respondents said they would be likely to even consider getting a BlackBerry as their next phone purchase.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on September 11 via AYTM’s online survey panel.