Survey: Majority of US consumers don't know about Windows Phone 8

Microsoft has spent a lot of money on online ads, videos and TV commercials that feature actors, musicians and athletes to promote Windows Phone 8 over the past several months. It's also been showing how the OS can be better than, for example, using Android on the Galaxy S III, but is all that promotion making much of an impact among US consumers?

A new survey commissioned by MKM of 1,500 US consumers between March 7th and April 2nd shows that Microsoft may still have some ways to go to get their Windows Phone 8 message across. Barron's reports that of that number, 60.5 percent said, "No" when asked the question, "Are you aware that phones running Windows Phone 8 are now available for purchase?"

When that same group was asked if they were interested in or at all curious about Windows Phone, 63.9 percent said, "No." The report added:

While the WP8 OS is gaining in popularity, a disturbing number of respondents (50%) who were aware that WP8 handsets were available for purchase couldn’t associate a handset brand to the OS. In particular Nokia is lost in the shuffle, despite its early standing as a Microsoft partner. Only 19% of respondents are aware that Nokia has a Windows 8 phone [sic], trailing Samsung at 26% and HTC at 21%.

While it appears there's not much awareness of Windows Phone 8 in the US, Microsoft might feel a little better by learning that BlackBerry's situation is even worse. The same survey said that 82.6 percent of the U.S. consumers who were surveyed were unaware that BlackBerry 10 had launched in Canada and parts of Europe in late January. It added:

We were surprised that only 13% expect the BB10 to be available in the U.S. immediately or within the next 30 days. In fact the survey was administered between March 7th and April 2nd, 2013, which bracketed AT&T’s (March 22nd), T-Mobile’s (March 26th) and Verizon’s (March 28th) Z10 U.S. launches by about two weeks. The ineffectiveness of BlackBerry’s marketing plan is highlighted by the 63% of respondents who were completely unsure as to when the BB10 would be released in the U.S.

Source: Barron's

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This is hilarious to me, because I see this every time I talk to people about my phone. (I have a Lumia 900). Whenever I mention it's a Windows Phone, their eyes glaze over, and they move on to another topic. I can't quite tell what's going on in their heads, but it's like they've momentarily been seized by the ghost of Steve Jobs and compelled by the RDF to pretend like the conversation never even happened. No follow up questions, no "that looks pretty cool", no nothing. Quite a few take the opportunity to mention their new iPhone though. Disgusting.

I was unaware that Blackberry 10 was launching so soon. Up until about a month ago, the consistent news was that it had been delayed and pushed back. Honestly, I considered it vaporware. Then all the tech media began reviewing the Z10 and all of a sudden it existed and was launching in weeks. Threw me for a surprise.

Again its Microsoft against themselves right now. Their past has hurt them and many consumers just ignore Microsoft, I wonder how many of those said users know Xbox is a Microsoft thing? Right now Apple and Google are at their prime, Microsoft basically needs a consumer rebranding, they are trying with new marketing.

If the product was good and worthy it would speak for itself. Its not an advertising issue its an issue with the product. People dont know about it because people are not talking about it. Too little too late from Microsoft.

Drossel said,
Apparently, some carriers know how to sell WP: http://www.youtube.com/watch?v=JOLPTB0cZ9U

Haha indeed! We have a massive partnership in Australia between Telstra (our by far the largest telecom provider) and Microsoft. There are Lumia 920s everywhere on Telstra business plans, I often see people walking around with them. They are the cool thing to have now

How about asking them if they know about "Lumia" and then give the results?

Here in India, general public decides to buy a phone based on cost and looks. People don't come to shops asking if their is a Windows Phone. What they say is "It's a Nokia phone running Windows 8". True story. They skip the "phone" part as to them both OS "look" similar.

Or they say "Can I see that new Lumia whose Ad I saw in TV?". "Are there discounts?" etc.

Samsung's Galaxy brand is established now due to which Samsung doesn't even advertise Android.

Same goes with iPhone. Consumers don't say "I got iOS 4 or iOS 5". Lots of people don't even upgrade the OS of their iPhone. All they care is that their phone is an iPhone and has Facebook, whatsapp and Instagram.

Also, 1,500 is a really small sample size. That much you can find in one college itself easily but it doesn't represent the whole population at all.

There's a very good reason for this. Around the world, outside the USA, we all are aware of just how far behind the USA and its consumers are in all matter telecoms. Just look through history. The USA totally missed the GSM revolution, only picking it up after the rest of the world had overtaken it. In the mainstream telecoms sector, North America's two big telecoms companies, Nortel and Lucent (formerly Bell Labs) both went tits up. Lucent is now owned by the French - how embarrassing is that. America went down a blind alley with the antiquated CDMA technology, an idiotic mistake that even the Chinese did better with their TDCDMA.

History shows that America is the last place on Earth anyone should look to for leadership in anything that has anything to do with telecoms. Nokia is not "late in the game". America is. As usual.

Major Plonquer said,
There's a very good reason for this. Around the world, outside the USA, we all are aware of just how far behind the USA and its consumers are in all matter telecoms. Just look through history. The USA totally missed the GSM revolution, only picking it up after the rest of the world had overtaken it. In the mainstream telecoms sector, North America's two big telecoms companies, Nortel and Lucent (formerly Bell Labs) both went tits up. Lucent is now owned by the French - how embarrassing is that. America went down a blind alley with the antiquated CDMA technology, an idiotic mistake that even the Chinese did better with their TDCDMA.

History shows that America is the last place on Earth anyone should look to for leadership in anything that has anything to do with telecoms. Nokia is not "late in the game". America is. As usual.

You do realize we've had LTE running here for a long time yet most of Europe hasn't even launched LTE?

Consumers here took a while to start using data services which is why 3G launched years after Europe in the USA but LTE launched here before most of the world. The carriers didn't get a whole lot of use out of their 3G network before deploying LTE.

mrp04 said,

You do realize we've had LTE running here for a long time yet most of Europe hasn't even launched LTE?

Consumers here took a while to start using data services which is why 3G launched years after Europe in the USA but LTE launched here before most of the world. The carriers didn't get a whole lot of use out of their 3G network before deploying LTE.


We don't need it because we have WiFi everywhere and proper land line speeds everywhere.

I fully understand what you are saying and I agree that they are late to the game. To the average user though, not geeks on the Internet or who know about an OS, what does Windows Phone 8 bring to the table that they can use everyday that the iPhone or an Android phone already does?

Here comes the Windows Phone fanatics! Plain and simple, not matter how you look at it, this Windows Phone 8 is lackluster. It may seem like a popular phone when you come to a forum like Neowin, but fact is, no one gives two s h I t s about this phone. There are only two players in this game. Windows Phone 8 is a simple phone to use, but guess what? We already have that in Apple. The geeks have their Androids with its great custom ability. Windows Phone 8 is far from that. Microsoft is treading in no mans land right now. Only time will tell if they have the ability to pull out. I believe Windows 8 actually hurts this phone. I heard someone in the AT&T store ask the salesman if Windows Phone 8 is anything like Windows 8, reason being, she hates Windows 8.

JHBrown said,
Here comes the Windows Phone fanatics! Plain and simple, not matter how you look at it, this Windows Phone 8 is lackluster. It may seem like a popular phone when you come to a forum like Neowin, but fact is, no one gives two s h I t s about this phone. There are only two players in this game. Windows Phone 8 is a simple phone to use, but guess what? We already have that in Apple. The geeks have their Androids with its great custom ability. Windows Phone 8 is far from that. Microsoft is treading in no mans land right now. Only time will tell if they have the ability to pull out. I believe Windows 8 actually hurts this phone. I heard someone in the AT&T store ask the salesman if Windows Phone 8 is anything like Windows 8, reason being, she hates Windows 8.

That's not true, i am a geek and i use windows phone. Infact i am a big fan. It may have a simple look but is extremely sophisticated in programming model. Support variety of programming languages. If you were a developer you would have appreciate that. Comparing to stupid apple's xcode, ms visual studio is night and day. Interface is xml based and extremely configurable. The only problem is that microsoft came a little bit late into the game and apple and google are playing duopoly in app market and...
Thats ok because MS always plan long term not short term. Look at Xbox when they got into game console business everybody made fun of them that playstation is the king and nintendo is second option. Look where they are now.
Compare OS stability of android, ios and windows and judge for yourself which one is superior. Dont just look at app number or stupid features like siri or google now.

recursive said,
Check this post here by Tomi, who has a much better analysis of the survey:
http://communities-dominate.bl...nsumers-reject-lumia-a.html

I think I lost a few brain cells reading that. The biggest load of Android propaganda crap based on absolutely 0 fact. People said that the xbox would be an absolute dismal failure, same was said about XP and MS office... Microsoft play the long game not short term spikes like Apple. Google are just out to steal data for advertisement, I don't even know why people label them a tech company- back in the day they were doing some really innovative stuff with search algorithms now its just buying up companies and selling stuff they didn't actually make...

recursive said,
Check this post here by Tomi, who has a much better analysis of the survey:
http://communities-dominate.bl...nsumers-reject-lumia-a.html

This is exactly what's wrong with wp8. Not because its true, but because there are so many propagation against wp keeping people away from it. The fact that they came late into business was also was a very important factor. In the other way they are now behind every body else a year at least. I have no doubt they will catch up. They need bigger push.

Have to question the methodology of a survey where they short a stock of a global company on the basis of one country. The majority of Nokia sales historically come from outside the US. They're trying to claw back relevance in US, but the stock value doesn't depend on this market. Telling people to sell NOK on this survey makes me suspect ulterior motives.

I would think the main reason why people wouldn't know about Windows Phone 8, is cuz they're not widely available.
Well anywhere that I've been, there either isn't any, or 1 out of every 100 phones is a Windows Phone, and most likely not even Windows Phone 8.
Where I live, Telus has always had 1 old Windows Phone 7.5 which is pretty low powered, and for a short time now has the Samsung Ativ S, and just recently got a new Nokia Windows Phone 8 phone, but it's one of the lower models also.
I don't think I know anyone that even knows what a Windows Phone is, they all seem to prefer iPhones anyways, and don't even really know what Android is, other than it's not Apple, lol.

A survey of 1500 people... great sample space. Anyhow most people don't know or care about what "OS" their phones run. The amount of times I hear people say they run the Apple OS or the Google OS or even the "Smartphone OS" is ridiculous. The only way to get WP8 in the market is to get some strong partnerships with carriers, which, being an American company is working well. The same is happening here in Aus, our major carriers are all promoting WP8 now because Android isn't cool enough to promote and MS are partners with out largest telecom provider Telstra.