In Contrast To The U.S. iPhone Tops Survey For Most-Wanted Device In Europe

Looks like price sometimes is not always the main consideration when people are buying products — or at least when people are thinking of buying them. A new survey of of consumers and enterprises in Europe finds that the iPhone is the most-wanted smartphone, handily beating Android, BlackBerry and Nokia (NYSE: NOK) models.

A new survey from Yankee Group has found that, among users across France, Germany, Italy, Spain and the U.K., 40 percent said that they would like to buy an iPhone as their next smartphone. Android came a somewhat distant second at 19 percent. BlackBerry placed third at 17 percent; while Nokia got 15 percent.

The findings come from the analyst group’s annual mobile user survey, which will be coming out in full in July.

The pull of the iPhone as a “want” item is not a surprise given the currency that Apple (NSDQ: AAPL) holds in branding today. In a recent survey from WPP-owned market researchers BrandZ, Apple came out on top as the most valuable brand in the world.

But what’s interesting is that this contrasts with the trend in the U.S., courtesy of a survey put out by Nielsen towards the end of last year: in it, it found that while the iPhone was the most-desired next device from current smartphone owners, when it came to feature phone owners, they said they wanted Android devices more. The current breakdown of smartphone to feature phone owners is 30/70.

What’s also notable about Yankee Group’s numbers is that it underscores the pull of the iPhone not just among consumers but also within the enterprise segment in Europe: the survey is a composite of results from 5,000 consumers as well as 2,250 “employees and IT decision-makers”.

But the line between the two segments is getting increasingly blurred: Yankee also notes that the number of employees using consumer devices in work environments, with their IT departments’ approval, has grown four-fold since the last survey.

It also highlights the role of tablets in the enterprise market — employees said they were 58 percent more productive during long-distance travel when they had a tablet. For now, forget about how an employee can actually measure his productivity that precisely, and focus on the fact that this is clearly a big buying segment. That’s something that the tablet hopefuls could do well to remember as they try to figure out how to beat the dominant iPad.