International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. According to the IDC worldwide quarterly mobile phone tracker, the worldwide mobile phone market grew 1% year over year in 2012. A different vendor sell state-of-the-art or easy-to-use smartphones, and the market are gradually expanding. A survey of the IDC statistics provided us with strategic insights to choose the top four phone brands for which we designed a decision-making questionnaire. The content of the questionnaire included sixteen smartphone specifications, allowing us to explore which specifications affect smartphone purchase decision making.