I was wondering the same thing, what are the most important factors for people when choosing their wallets?

For me it's an interesting question because one of the products our company developed is a wallet. The eesty wallet (www.eesty.ee) is an iOS / android cold storage wallet (no storage of your private keys) and it works with BTC, ETH and recognizes ETH tokens as well.

It also gives you cash-back or "hash-back" rewards for using it / recommending it to your friends. Every time you send crypto or refer a friend you earn tokens, which can be redeemed for mining hash-power in Estonia (and eventually ETH).

Not sure if that's enough to get someone to use it .