Very high importance High importance Some importance No importance Not relevant Technical quality, e.g. sound/image quality 37% 37% 18% 3% 6% Price 28% 37% 28% 4% 3% User friendliness 26% 39% 24% 8% 3% Durability 24% 40% 22% 11% 3% Service after purchase 16% 27% 31% 20% 5% Brand/manufacturer 21% 22% 31% 19% 7% Service in purchasing situation 13% 26% 30% 23% 7% PC speed 22% 19% 10% 6% 44% Latest model 12% 24% 29% 27% 9% Design 12% 20% 32% 27% 9% Free programs/accessories 11% 21% 22% 19% 28% Noise level 9% 19% 22% 22% 27% Upgrading possibilities 9% 19% 17% 29% 26% Energy consumed in operation or standby   8% 18% 24% 44% 6% Insurance possibilities 6% 10% 20% 49% 15% Screen radiation 5% 10% 15% 39% 30% Content of lead and other heavy metals 5% 6% 14% 64% 11% Possibility of returning product to retailer 5% 6% 10% 67% 11% Content of chemical substances 5% 6% 8% 67% 14% PVC content 4% 5% 12% 67% 12% Reuse 4% 6% 15% 64% 11% Table 2.11   Based on 473 to 499 replies