Research performed by Dutch market research agency TNS-NIPO shows that mobile phone users especially connect to strong brands. Remarkably, Nokia takes the number one position, also being the only device brand to finish in front of providers. The reasons they mention? Usability, and handset and battery quality. On the other hand, Samsung-users focus more on the feature set and the ability to download ring-tones.

TNS-NIPO questioned 5388 users from The Netherlands, France, Italy, England, Spain and Germany. Thought he high preference for Hi (a sub-brand of Dutch former state communications company KPN) seems to indicate that the research focused primarily on Dutch users.

Source: TNS-NIPO press release (in Dutch only)

Technorati Tags: business and usability, consumer electronics, consumer product usability, consumer products, usability