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PRINCETON, N.J. January 24 2008 -- A recent survey conducted by Opinion Research
Corporation, an infoUSA
company, fielded by international data collection and
panel specialists Research Now, revealed that Smartphones (excluding
iPhone and RIM Blackberry) were the most returned electronic technology
products of the holiday season, with slightly more than one-fifth (21%)
of Smartphone buyers returning their purchase to the retailer.
“The inability to understand the product setup
process was cited as the primary reason consumers returned their
Smartphone,” said Kevin Wood, VP and Senior
Technology Analyst with Opinion Research Corporation.
“Electronics technology continues to be a very
popular choice among holiday shoppers, with 34% of the US population
above the age of 16 claiming to have purchased and/or received an
electronic technology product during the holiday season,”
said Manuel Flores, Director of Opinion Research Corporation’s
Information Technology and Telecommunications practice. “With
technology getting more sophisticated, the pressure is on customer
experience managers, product managers and product marketing personnel to
design products that are ready for consumers to use out-of-the-box.”
“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,” Wood
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.”
Opinion Research Corporation (ORC), in partnership with Market Basics
LLC, will be hosting a roundtable discussion with a panel of ORC’s
global technology experts in March 2008 on the implications of poor
customer experience with set-up or installation and the impact this has
on product and/or brand consideration and preference.”
About the survey:
An online survey of 2,000 respondents was carried out from January 11 to
16, 2008 with a representative sample provided by international online
data collection and panel specialists Research Now. The margin of error
is +/- 2.18%.
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