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Blackberry The Beans Group

Only 7% of students plan to choose BlackBerry for next handset

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By The Drum Team, Editorial

May 23, 2012 | 1 min read

Just 7% of university students plan to choose BlackBerry for their next handset, research from The Beans Group has found, despite the fact 19% use one currently.

It was discovered that 34% will look to get an iPhone as their next handset, whilst 29% will opt for Android.

Luke Mitchell, head of youth strategy at The Beans Group, said: “A lack of innovation and ongoing negative publicity around its BBM service have been blamed for BlackBerry’s decline, but status-conscious students are also influenced by their friends' choices and it's clear they are leaving in droves.”

Revealed in the Youth Insight Report which will be handed out at 21 June's Youth Marketing Strategy summit, it was found that the tablet market is set to expand in terms of students, with 26% saying they will buy an iPad, Kindle or similar device within the next 12 months.

Blackberry The Beans Group

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