New research by uSwitch has revealed that British smartphone owners are more concerned with how easy a device is to use rather than what futuristic technology is features.
Of those surveyed, 75 per cent couldn’t care less about eyeball-tracking technology, 69 per cent aren’t interested in voice control and 62 per cent aren’t fussed about 3D screens.
The research reveals that almost 12.4 million smartphone-owning Brits simply want a handset that is easy to use, has good reception and a long battery life.
“It's becoming increasingly hard for smartphone makers to differentiate their handsets from those of their rivals. They hope that flash features like Fingerprint ID on the iPhone 5S, or Amazon's Fire Phone and its 'Dynamic Perspective' display, will give their phones the edge,” said Ernest Doku, telecoms expert at uSwitch.com.
“However, our research shows that many Brits can spot a gimmick from a mile away. It's actually the basics that affect the every day user experience – like long battery life and a robust design – that people really care about.”