Opinion Research Corp. “Ouch Point” Study: Customers Hate the High Maintenance of High-Tech


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The High Maintenance of High-Tech Tops Opinion Research Corporation “Ouch Point” Study

Four in 10 who experience problems not likely to purchase again, study finds

PRINCETON, NJ – October 3, 2007 — American consumers say their biggest frustration in purchasing a new electronic product is not being able to use it without constantly referring to the instructions, according to findings from the latest “Ouch Point” survey from Opinion Research Corporation (an InfoUSA company, NASDAQ: IUSA).

Nearly one-third (32 percent) of U.S. consumers cited either not being able to use products without constantly referring to the directions (17 percent) or difficulty of assembling the product (15 percent).

“Although the majority of consumers (74 percent) typically read the directions before trying to assemble a new electronic product, 31 percent still said they expect to have problems when using the product for the first time,” said Jeff Resnick, President of Opinion Research USA. “Simplicity wins and companies need to take this into account when preparing instructions while also ensuring that adequate help desk support is in place should a customer need additional guidance.”

The study also pointed out a difference between younger and older generations on the subject of technical support. One quarter (25 percent) of 18-35 year olds were concerned with the training or availability of help desk staff, compared with eight percent of those over 65 who voiced this concern. The older generation was more aggravated by unclear directions and the difficulty of opening and removing the product from the packaging.

Resnick continued, “First impressions really do matter. Four in ten consumers who experience a problem during setup say that they are less likely to purchase another product from the same company in the future.”

Additionally, 41 percent of 18-24 year-olds said the annoyance of returning or getting warranty service on a defective product was one of their top two frustrations, compared to only 11 percent of people over 65.

The survey yielded the following list of High Tech Ouch Points:
– Difficulty using the product without constantly referring to
directions – 17%

– Difficulty returning or getting warranty service on a defective
product – 16%

– Difficulty setting up or assembling the product –

– Opening or removing the product from the package – 12%

– Difficulty in contacting help desk staff – 10%

– Poorly trained help desk staff – 8%

– Difficulty connecting to other devices – 7%

Opinion Research Corporation’s “Ouch Point” series is a monthly survey examining tolerance thresholds in a variety of common scenarios facing Americans in both their professional and personal lives every day.

Opinion Research Corporation recently announced the launch of its Out of Box Experience (OoBE™), a new product that enables R&D engineers, product managers, software designers, support personnel and marketers to witness consumers’ first impressions of a product as it is unpacked, turned on and put to use.

About Opinion Research Corporation
Founded in 1938, Opinion Research Corporation, an infoUSA company, helps its clients grow their business by leveraging the insights of market research. The firm has been conducting national, speech reaction, state and flash/overnight polls for CNN since April 2006. To learn more, visit www.opinionresearch.com.

About infoUSA
For over 30 years, infoUSA® has provided a wide selection of state-of-the-art solutions to help business-to business and business-consumer marketers expand their customer bases and grow their sales. Businesses ranging from start-up companies to Fortune 500 firms use our data, database marketing services, e-mail marketing solutions and market research expertise to understand their markets and customers better, reach the right decision makers, generate higher quality sales leads, and strengthen their relationships with existing customers. More information on infoUSA’s solutions for large marketers can be found at www.infousa.com.

Opinion Research Corporation
600 College Road East
Princeton, NJ 08540
Worldwide Headquarters: (609) 452-5400 • Fax (609) 419-1892
Internet: www.opinionresearch.com

Phone: (609) 452-5258

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