Following up on Simon’s speculation that Verizon customers were returning BlackBerry 9350 Storm handset en masse, I decided to perform a casual survey of BlackBerry Storm buyers. In and around Los Angeles, I approached 10 people that had either purchased their BlackBerry Storm as an upgrade from a previous BlackBerry smartphone and 21 people that had purchased the handset as their first BlackBerry device. The results are telling. BlackBerry loyalists are more likely to see past the BlackBerry Storm’s interface baubles, resulting in lower BlackBerry Storm return rates. On the other hand, customers new to the BlackBerry platform are much more likely to become fed up with the Storm, leading to significantly higher return rates.
Of the 10 BlackBerry loyals surveyed, a solid 70% were at least satisfied with their purchase. The survey included 4 people that they were either “Somewhat Satisfied” or “Very Satisfied” with the BlackBerry Storm, 3 people that they were “Satisfied” with the Storm, and 3 users that they were either “Somewhat Dissatisfied” or “Very Dissatisfied” with their BlackBerry 9350 Storm purchase.”
Three of the loyal BlackBerry customers indicated that they had “Already Returned” or “Planned to Return” their BlackBerry 9350 Storm to Verizon Wireless – a 30% return rate.
Of the 21 new BlackBerry customers surveyed a good 57% were at least “Satisfied” with their smartphone. The survey showed that 7 people were either “Somewhat Satisfied” or “Very Satisfied” with the BlackBerry Storm, 5 people were apparently “Satisfied with the touchscreen BlackBerry, and an astounding 9 people were miffed enough with their Storm to check either the “Somewhat Dissatisfied” or “Very Dissatisfied” boxes.
Interestingly, 12 people indicated that they had “Already Returned” or “Planned to Return” their touchscreen BlackBerry and its click-able display – a 57% return rate. The finding suggests an overlap – that new BlackBerry users are more likely to return the BlackBerry Storm, even when “Satisfied” with the device. By extension, newcomers to the BlackBerry platform may have had higher expectations from the BlackBerry Storm, and were disappointed with the Storm despite being “Satisfied” with the handset.
The findings echo Simon’s sentiment that Verizon may be downplaying the return rate for the BlackBerry Storm.
So, how many of you out there are returning your BlackBerry Storm. Likewise, how many of you are loving the Storm?
Disclaimer:
The survey was conducted from December 18 to December 21. This survey is not intended as an official survey and does not necessarily indicate actual BlackBerry Storm return rates.