Despite what we think about all the fun stuff with regard to cell phones—such as the mobile Web, mobile TV, listening to music, and so on—a recent study from research firm comScore shows the majority of respondents still cited coverage, price plans, and promotions as the biggest draws for switching carriers, Wired reports. "In contrast, only a paltry three percent of respondents switched carriers just to get their hands on a must-have phone," the report said.

However, handsets will likely grow in importance as features like coverage and pricing become streamlined across carriers, comScore's Telecom Solutions president Serge Matta said in the report.

"Overall study results indicate that cellular phones are quickly transitioning from being viewed by consumers as a simple communication device, to a multi-functional media and entertainment consumption device," Matta said.