How do you select your mobile phone?

GetJar conducted a phone-buying poll asking about the most important features of the phone.

Here are the top 5 features according to the US users (sorted by the importance):

1. User Interface (was the most important feature).
2. Brand
3. Content
4. Price
5. Size

Interesting, isn't it? I would have thought form factors are an important parameter as well...

I've looked through the web some more, and found another survey with slightly different results:


What are your considerations when purchasing a new phone?