Price has become an increasingly important factor, though still not the most important when choosing a wireless provider, according to a March 2008 comScore survey of US mobile phone users.

Coverage, price and family/friends connectivity were the three most important factors cited by respondents when choosing a wireless carrier, though coverage no longer has the commanding lead it once did.

In a similar October 2006 comScore study, respondents cited better coverage almost twice as often as price, 27% compared with 14%. Having friends and family who also subscribe to the same carrier garnered a 13% response.

By 2008, only 22% of respondents said their primary reason for choosing a carrier was coverage, while price grew to 19%. Friends and family also grew to 17%.

It appears that there is a growing perception among consumers that coverage is largely comparable among carriers.

Via eMarketer