1. ITV Report

Phone users 'more concerned with battery life than flash features'

Nine million iPhone 5s were sold in the first three days they were available, according to Apple. Photo: PA

Voice and fingerprint recognition, curved screens and even angry birds are not the first features smartphone buyers look for, according to a survey.

British mobile customers can spot a gimmick a mile off and are far more interested in features like battery life and reception when picking a smartphone, price comparison site found.

More than half of those surveyed also said they never used voice control like Apple's Siri or Google Now.

Better reception was also a feature on consumer's minds. Credit: PA

However, companies behind smartphones rely increasingly in flash new technologies to make their product stand out in a crowded market, according to one consumer expert.

Ernest Doku from said of the results:

It's becoming increasingly hard for smartphone makers to differentiate their handsets from those of their rivals. They hope that flash features like fingerprint ID on the iPhone 5s, or Amazon's Fire Phone and its 'Dynamic Perspective' display, will give their phones the edge.

However, our research shows that Brits can spot a gimmick from a mile away. It's actually the basics that affect the every day user experience - like long battery life and a robust design - that people really care about.

– Ernest Doku
Despite the popularity of apps like Angry Birds, phone users wanted longer battery life over the latest games. Credit: PA

Despite these advances in technology, classic features like battery life remain the most likely to chime with customers, with 89% of those asked saying that a long battery life would make them more likely to purchase a particular phone. Being waterproof and a zoom camera lens also scored highly.

The next generation iPhone is expected to be announced in September, complete with a host of new features, with possibilities ranging from a heart rate monitor to increased fingerprint scanner use.