BMRB suggests that its new research highlights the fact that, in a market of fast developing technology, the distinct lack of brand loyalty is not unsurprising. The analysis shows that the existing reputation of the provider, and the personal experience of the owner, are not strong factors shoring up product loyalty. Rather, BMRB believes that most phone owners have had insufficient time to develop any meaningful loyalty to their phone brand or supplier.

Of more importance to consumers in their buying decisions are factors such as network coverage and tariffs. The research pinpoints these two practical points as the most influential factors to owners. Reception capabilities and special offers also registered as important, but ranked some way behind. Advertising as a specific claimed influence rates as a poor last factor in the findings.

Further TGI Premier analysis reveals interesting differences between mobile owners in terms of gender. Women are far more likely to go by their personal experience in choosing a phone than are men. They are similarly happier to admit to being swayed by special offers. In contrast, the practicalities of mobile network coverage appear to be of greater significance to men.