Sometimes new hosts are a better choice, compared to older and more popular ones, because new companies want to earn more clients and to grow faster. Therefore, most of them have really friendly attitude towards clients and they offer competitive prices. (I consider new a company that is about 1-3 years old). What I have noticed is that sometimes some of the popular companies that have been in this business for many years, tend to provide clients with not that good support and higher prices for their plans.
When I am looking for a hosting plan, it usually takes me about 4-5 days to choice. Sometimes I ask my friends for opinion, to recommend me a host they have used and they have been satisfied with. Then, if I have a few options to choose from, I check their customer support, I compare prices and what plans' characteristics do they offer for the given price. I also do some research about the companies. And, at the end when I pick up a host, I choose monthly payments at first to check if everything will be ok with the services they provide. And after some time if everything is fine I choose semi-annual payments, as there are often big discounts.