UK Mid-Tier Phone Buyers Want Camera Improvement at an Affordable Price

While the camera was one of the most used mobile phone features for mid-tier phone owners, participants indicated low levels of satisfaction with the camera on their current phone. A large touchscreen, WiFi capability, a better camera, mobile internet, and easy access to emails are the main features that mid-tier participants want from a smartphone. Affordability and battery life are the most important factors for both younger and older participants. Older participants also consider a simple interface an important aspect for a smartphone, while younger participants consider the brand to be important. This report includes consumer feedback on six mid-tier smartphones from Huawei, HTC, Nokia, Samsung and Sony.