The 'next big thing' according to a survey by Fortune is "better battery life," a seemingly mundane, yet essential feature many smartphone makers tend to brush over.

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Battery life has not improved for phones in more than 10 years, and, in fact, has gotten worse due to the huge growth in display, internal and sensor technology inbuilt into every smartphone.

Most phones are capable of offering two day battery life at max, and even then any heavy usage like video and gaming drags that number down to one day or a few hours.

Smartphones like the iPhone, Galaxy S5, HTC One M8 and OnePlus One offer less than one day battery life, and even phablets with supposedly bigger batteries struggle to hit over 48 hours.

What is the big hold up on battery technology? Size constraints, for the most part, alongside smartphone makers trying to cram in every feature and sensor known to man, taking up critical space where a larger battery could have been placed.

Most smartphone makers believe a breakthrough in mobile battery technology is coming, but none of these aforementioned companies seem to know who is making the innovative moves.

The Fortune survey, in collaboration with Survey Monkey, found 33 percent of people want "improved battery life", in stark contrast to the 2 percent interested in internet-connected glasses, and very low percentage of people interested in wearables.

Some 75 percent of people polled said they did not know what 4K TVs were and claimed to be uninterested in the developments, despite TV manufacturers shoving dozens of 4K TVs at CES 2015 earlier this week.

Battery life seems to always be the big conversation started when it comes to topics on phone features, however the best smartphone for battery life, the Xperia Z3, has failed to become a commercial success despite three days of solid battery life.

Other similarly excellent phones for battery life go unnoticed, hidden underneath the piles of iPhones and Samsung smartphones, incapable of holding a full two days of use.

TagsBATTERY LIFE, U.S. customers, wearables, Google Glass