Embedded content drives handset sales, says GetJar

12 per cent of consumers see embedded content as the most important factor when choosing a new handset, according to a survey commissioned by GetJar.

That's behind the handset brand (28 per cent) and user interface (17 per cent), but ahead of the amount of memory (8 per cent), design (7 per cent) and price (5 per cent).

Meanwhile, 47 per cent of European respondents said that embedded content is "extremely important" in their choice of handset - with this figure rising to 60 per cent in the US.

"While the phone’s user interface and brand prove to be dominant factors for deciding which handset consumers choose, the big change in consumer preference we see within this survey is the importance they are placing on content,” says GetJar founder and CEO Ilja Laurs.

Another key stat from the survey: 25 per cent of Europeans said they won't be getting a new phone this year, but 40 per cent of US users said the same.

The survey polled 1,000 GetJar customers across 130 countries last week - interestingly 75 per cent of them were male.