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95 Percent of All Returned Gadgets Still Work -- Nobody Reads Manuals

by Joshua Fruhlinger on June 3, 2008 at 10:25 AM


Blame it on poor usability or just not reading the frickin' manual, but it turns out that 95 percent of all returned gadgets actually work despite what customers may say or think. That's right -- of the $13.8 billion worth of returned products in 2007, only 5 percent were because gadgets were truly broken. According to Accenture, 68 percent of all returns work but aren't meeting customer expectations -- or they are simply too confusing to use. The other 26 percent are returned due to straight-up buyer's remorse (AKA significant other budgetary freak-outs). Accenture executive Terry Steger believes that the complexity of gadgets is to blame here, and not the fickle nature of American consumers who tend to give up on product setup within a few minutes. We believe this ia all actually due to the implicit nature of -- ooh, look at that shiny thing over there!

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