Companies that force employees to use BlackBerries may be indirectly hurting the brand by fomenting low user loyalty, according to the latest Crowd Science study into smartphone brand loyalty.
Only 35% of survey respondents whose smartphone choices were foisted on them by corporate mandate said they were "very satisfied" with their brand, compared with about 60% of users who exercised at least some choice in their smartphone purchases.
BlackBerries were much more likely -- in two out of three cases -- to be the smartphone brand chosen by companies for their employees, the study found. About one-fifth (19%) of BlackBerry users had their phone chosen for them, compared with just 4% each of Android or iPhone users. In a related finding, Crowd Science found that one-third of BlackBerry owners use their phones mostly or only for business purposes, compared with just 20% of all smartphone users.
"Combine the low satisfaction levels of users of corporate-mandated...| Read more »