New Blackberry Survey: About Half Optimistic About Blackberry Comeback

This week, Blackberry announced a new product line and a re-branding of the company, formerly Research in Motion. The company has been struggling in recent years, so can this new direction lead to more success for the smartphone maker? What do consumers think about the new Blackberry?


Blackberry Customers

In Ask Your Target Market’s latest survey, just 6% said they currently own a Blackberry smartphone. Another 13% said they have owned one in the past. And 81% said they have never owned a Blackberry. Those numbers were unchanged from an October 23, 2012 survey about Blackberry.

Brand Perception

Overall, 9% of consumers said they have a very positive perception of Blackberry as a brand. 22% said they have a somewhat positive perception of Blackberry. 10% said they have a somewhat negative brand perception of Blackberry. 4% said they have a very negative perception of Blackberry. And 55% said they are neutral or have no opinion about Blackberry. Of those who have owned Blackberry phones, 26% had a very positive brand perception and 38% had a somewhat positive perception of the company.

Blackberry Comeback

Now, 28% of respondents said they are aware of the new line of Blackberry phones and the rebranding of the company. Overall, 10% said they think the company is definitely due for a comeback. 39% said they think Blackberry can probably make a comeback. 14% said they think it’s unlikely that the company will make a comeback. And 5% said they definitely don’t think Blackberry will have success again. 33% were completely unsure.

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.

Photo Credit: New Blacberry Pearl from Cingular from Flickr

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 January 31 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.