Top reason to buy a phone? User experience

Ease of use is the top consideration for buyers of a new phone, says new research.

A study by industry analyst Freeform Dynamics found 69 per cent of users cited UE as more important than any other criteria, including battery life, screen size and camera.

The information was released to coincide with the first day of MEX, a two day conference in London all about improving the user experience.

Marek Pawlowski, organiser of MEX, said: “The research conducted by Freeform Dynamics for Nuance, a sponsor of MEX, shows that the single thing people care most about when buying a phone is how easy it is to use.  This is more important that the battery life, camera, music playback or how “cool” the phone is.  This consumer demand has to translate into better products and this is what we are aiming to achieve at MEX in the next two days.”

Freeform Dynamics interviewed 1500 people by telephone and online.  Top answers were:

Ease of Use                                                    69%
Screen Size                                                    61.4%
Coolness Factor                                            61.1%
Camera                                                           60.8%
Range of accessories                                 58.4%
Keyboard                                                       58.1%
Battery Life                                                   56.6%
Music Playback                                             50.9%