Two-thirds of respondents said pre-loaded apps were a factor in shaping their phone purchasing while 80% said the types of quality of available apps were important.

The study by iGR found that 48% of those surveyed had used pre-loaded apps while 33% found out about apps from friends and family. Only 26% discovered apps by browsing an app store.

Maps and navigation apps were the ones most customers (64%) wanted pre-loaded while 46% wanted pre-loaded music-based apps.