More people are now basing their mobile phone choice on the content and applications which it offers a user, according to a new study.
The TNS Global Telecoms Insights research showed that a third of UK mobile users see features such as games, maps, movie players and music as an important decision factor when choosing their next device.
It was also found that 13 per cent view this factor as the single most important consideration, more so than the model of the handset (nine per cent) and the network operator (12 per cent).
In terms of brand commitment to firms such as Samsung, Apple and BlackBerry, 37 per cent of people aged between 16 and 30 said that they would stay with the content and application brands, compared to just 12 who would keep going with the network provider.
The recent exclusivity break of the iPhone from O2 to include both Orange and Vodafone means that people wanting to stay with their network but buy an Apple handset now have a lot more choice.