Says Kevin Wood, VP and senior technology analyst with Opinion Research, "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. Nearly 16% of the respondents we surveyed indicated that their poor setup experience significantly worsened their perception of the company that manufactured the product."
Did you hear that, product managers? How do you explain yourselves?
Unfortunately, the study doesn't dive into which models or platforms in particular were most returned. That sort of data would be very revealing, and even more embarrassing for the companies responsible for creating impossible-to-understand products. The study is slightly skewed in that it did not include the Apple iPhone nor BlackBerry devices from RIM in its questions. I am sure people returned those devices as well, but at what percentages we'll never know.
Some smartphones are easier to use than others, there's no doubt. But if one in five regular people can't figure them out, what does that tell us? The user experience isn't getting the job done right.
What do you think? Are smartphones cut out for daily use by your average Jane and Joe?