Samsung users least interested in new BlackBerry Z10

Thursday 18 April 2013 | 17:18 CET | Background

The new BlackBerry Z10 is available in the Netherlands since 02 April. In March, the Telecompaper Consumer Panel looked at the level of interest among consumers in the new BlackBerry smartphone. The majority of consumers (68%) are not interested in the phone, with Samsung users most likely to say they won't consider the BlackBerry phone. One in five didn't know yet whether they would consider the BlackBerry as their next device.

Limited interest in BlackBerry Z10 

Around 20 percent of consumers said they didn't know yet if they would consider buying the BlackBerry Z10 (see figure 1). This offers a potential target group for BlackBerry's future marketing. Over two-thirds (68%) said they definitely or probably would not consider using the phone. Just under one in ten said they are interested in using the device, and 3 percent said they were likely to choose the BlackBerry as their next phone.

Figure 1: Consumer interest in using the BlackBerry Z10 as their next phone (%). (Source: TPCP March 2013). 

Current BlackBerry users most interested in BlackBerry Z10

People already using a BlackBerry device are more likely to consider the BlackBerry Z10 for their next phone; 10 percent of BlackBerry users said they would definitely or probably buy the phone (see figure 2). The below graph does not include 'don't know' answers; these were notably high among Nokia users, at 24 percent versus 20 percent for the total market. 

Figure 2: Consumer interest in using the BlackBerry Z10 as their next phone, by current phone brand (%). (Source: TPCP March 2013). LG, other brands and 'don't know' answers are excluded from the graph, but are included in market totals.

Samsung users least interested

Samsung users are clearly much less interested in the BlackBerry Z10; 90 procent said they would be unlikely to consider the phone as their next device, versus 86 percent of the total market. Furthermore, a smaller share of Samsung users said they might use the BlackBerry Z10.

It's interesting that Samsung users are the least interested in BlackBerry, after earlier panel research found them to be less than totally satisfied with their current devices. Our previous research found that Apple users are (very) satisfied with 11 out of 14 of the main features of their phones, but Samsung users did not give their devices higher marks on any of the features. So while iPhone users are in general very satisfied, some still are willing to consider the BlackBerry, whereas Samsung users appear less interested in making the switch to a new phone (and operating system).

This research is based on the Telecompaper Consumer Panel. The survey was conducted in March 2013 (n=1,717). Panel participants are aged 12-80 years old. Results are stratified according to age, gender and education. For more information about our panel and its research possibilities, contact Tine Niezink (tine@telecompaper.com).

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