BlackBerry Productivity Survey: BlackBerry smartphone users found to be more motivated by achievement than those using competitor smartphones
New Delhi, India, October 9, 2014: A global study released today revealed bold new perspectives on productivity, driven by modern, mobile workers who define productivity as less about “doing” and more about “achieving,” according to research firm GfK and BlackBerry Limited, a global leader in mobile communications. Smartphone users value features and functionality that enable them to be more in control, deliver greater impact and attain increased success.
Rather than simply ploughing through a to-do list, modern productivity means consciously creating more time to focus on the things that matter most. The study found that 67 percent of business smartphone users indicated they are “always looking to improve their productivity” and 69 percent are “constantly looking for new ways to get things done as efficiently as possible.” When it comes to completing tasks, ‘just doing’ is no longer enough – 65 percent of business smartphone users say it is important to have a “substantial impact” on the outcome of their work and to gain a greater sense of achievement in what they do.
“Smartphones have made a major impact on the way we conduct business and communicate with friends and family, driving our ambitions to be productive in order to change the way we contribute to work, our communities and society,” said John Chen, Executive Chairman and CEO of BlackBerry. “At BlackBerry, we’re focused on meeting the needs of mobile professionals – business users that are productivity-driven and thrive on achievement – empowering them with mobile solutions that allow them to work smarter, collaborate better, and achieve more.”
Priorities for achievement and balance may differ for each person, but common themes included:
- Ability to add value to work and take on additional projects of interest
- Being more present in family life; time with loved ones
- Making a difference in your community and society
- Pursuing personal interests outside of work; seeking a healthy balance
- Bettering yourself by pushing yourself in work or personal life
Smartphones Enable Control Over Where and When You Work
The perception of smartphones has dramatically changed in recent years from being a hindrance to an enabler of improved productivity. Two thirds of survey respondents agreed that smartphones gave them the flexibility to work when and where they want – enabling work outside the confines of the nine to five workday and the traditional office space, and empowering workers to gain control over their own productivity. Smartphones can free up time as well. One third of respondents said smartphones save them more than five hours over an average working week.
BlackBerry Users More Motivated by Achievement
The study revealed BlackBerry users to be more motivated by achievement and personal rewards compared to users on competing smartphone platforms. Some of the key findings included:
- BlackBerry users were 43 percent more likely than other users to agree that one of their motivations to be productive is to make a mark in their company and society.
- BlackBerry end-users are 27 percent more likely to place importance in being productive to have a better and more balanced work and personal life than competitor end-users.
- BlackBerry end-users were 18 percent more likely than competitor end-users to agree that mobile technology simplifies their life.
- BlackBerry end-users were 14 percent more likely than competitor end-users to agree that mobile technology helps them get their job done quicker.
Additional Findings for India:
Most Valued Smartphone Features
The India survey results revealed interesting changes in the way productivity is perceived by smartphone users. Indian users perceived smartphones as enablers of productivity by saving time, enhancing communication and collaboration with colleagues, providing more flexibility and simplifying their lives. Some of the key findings included:
- Saves time: BlackBerry end-users (86%) place more importance on their smartphone saving them time over other smartphone users (75%)
- Connected with co-workers: It is more important to BlackBerry end-users (84%) that their smartphone keeps them connected with co-workers as compared to the total market (75%)
- More flexibility: It is important for BlackBerry end-users (78%) that their smartphone provides more flexibility in how work gets done in comparison to the total market (72%)
- Battery life: BlackBerry end-users (82%) place more importance on their smartphones powering them through a whole day or more compared to total market users (76%)
BlackBerry Outperforms
The India survey data further highlighted that BlackBerry end-users are more likely to agree that their smartphone reflects their status, helps them manage communications, is secure, helps them achieve more, is durable, gives them flexibility and simplifies their lives as against other smartphone users. As per the survey data, BlackBerry outperformed competitors in key areas:
- BlackBerry end-users (76%) are more likely to feel that their smartphone reflects their status within the company compared to other smartphone users (63%)
- BlackBerry end-users (81%) are more likely than the total market (68%) to agree that their smartphone is secure
- BlackBerry end-users (82%) are more likely to say that their smartphone helps them to deal with the volume of communication they receive in comparison to other users (70%)
- BlackBerry end-users (79%) are more likely to agree that their smartphone helps them achieve more over other smartphone users (69%)
- BlackBerry end-users (79%) agree that their smartphone is more durable than users of competitor brands (69%)
- More BlackBerry end-users (80%) agree that their smartphone simplifies their life than other smartphone users (71%)
Biggest challenges faced in being productive in work when using smartphones
India results from the global study highlighted that smartphone users are most likely to be challenged from being productive by battery life, connectivity and loading speeds. Some of the key findings include:
- Battery life is less of a challenge to productivity for BlackBerry end-users (31%) than is the case for the total market (47%)
- Connectivity is less of a barrier to productivity for BlackBerry end users (24%) than is the case for the total market (39%)
- Speed of loading documents / browser is less likely to be a challenge to productivity for BlackBerry end-users (23%) as against the total market (29%)
