Forget games, camera or the new friend-making app. For most of British people, battery life of a smartphone is what concern them the most.
According to a latest survey, 89 % of them want a longer battery life.
"The fact that a long-lasting battery is the leading criterion when buying a new phone may come as a surprise," said Ralph Risk, marketing director for GMI in Europe, the Middle East and Africa.
People's concerns over battery life means that half of them turn off wi-fi, Bluetooth or GPS location services when these are not required.
Turning down screen brightness - one of the most effective methods of preserving battery power - was used by 40 %, said the survey of 1,000 Britons by research firm GMI.
While 68 % said brand name is important, 67 % want processor speed to be good.
Half of users charged their phone once a day, 10 % charged it more than once a day while a third charged it every two to three days, said a report in the Guardian.
The findings match with a survey of 50,000 smartphone users carried out by the research company IDC earlier.