Vodafone is giving me $400 towards a new phone. I'd prefer to spend exactly $400, but if not, no more than an additional $100. Ease of the use is the #1 priority - my current phone is exasperating. Texting, calling, answering calls, a good speakerphone - getting the basics right is paramount.
The next priority is a large screen. Lower down is its weight - I don't need to carry it all that far. The lowest priority is how good it is with "fancy" features that laptops or cameras are suited to doing. It doesn't really matter if it's no good at watching videos.