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A Not-So ‘Smart’ Gift: This Year’s Top Post-Holiday Return

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RISMEDIA, Jan. 28, 2008-It appears that the Smartphone was a not-so-smart holiday gift this past season. 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 percent 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 percent of the respondents we surveyed indicated that their poor setup experience significantly worsened their perception of the company that manufactured the product.”

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%.

To learn more, visit www.opinionresearch.com.

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