Very high importanc e High importanc e Some importanc e No importanc e Total Quality 34 % 44 % 18 % 4 % 100 % Price 39 % 33 % 22 % 6 % 100 % Recharge time and talktime 23 % 40 % 27 % 10 % 100 % Subscription offer 32 % 27 % 23 % 17 % 99 % Size 20 % 35 % 37 % 7 % 99 % Functions 17 % 31 % 31 % 21 % 100 % Brand/manufacturer 16 % 28 % 32 % 25 % 100 % Telecommunication supplier 19 % 21 % 31% 29 % 100 % Service at purchase 11 % 26 % 40 % 23 % 99 % Service after purchase 11 % 26 % 39 % 25 % 101 % Design and colours 9 % 26 % 32 % 33 % 100 % Energy consumption 9 % 20 % 32 % 39 % 100% Latest model 7 % 18 % 34 % 41 % 100 % Possibility of returning batteries to retailer 8 % 12 % 18 % 62 % 100 % Information on environment-friendly use and disposal of mobile phone 8 % 11 % 19 % 62 % 100 % Possibilities of reuse 5 % 10 % 17 % 69 % 101 % Content of lead and other heavy metals 6 % 9 % 22 % 64 % 100 % Possibility of returning mobile phone to retailer when it is discarded 6 % 8 % 12 % 74 % 100 % Standard accessories 3 % 8 % 40 % 49 % 100 % Table 2.4   Based on 496 to 505 replies