Apparently smartphones have topped the list of holiday gift returns according to a 2,000-person survey by Research Now, but that’s not counting the iPhone or BlackBerry. The reason for a wooping 21% return rate from smartphone buyers? Difficulty in set-up. Yep, users can determine pretty quickly if a handheld is something they want to keep or not, and being turned off due to technical issues that early on can apparently wreak huge effects on not only sales, but reputation too.
“Irreparable damage to a brand’s reputation and perception of the company itself is at stake when a product is not easy to setup and use,” [Kevin Wood, VP and Senior Technology Analyst with Opinion Research Corporation] added. “Nearly 16% of the respondents we surveyed indicated that their poor setup experience significantly worsened their perception of the company that manufactured the product.”
Given these results, can we say that BlackBerry set-up is notably easier than other smartphones? I’d be curious to see how much the numbers would change if the iPhone and BlackBerry were included.