Individual differences between iPhone and Android smartphone users

<p>Background: Android and iPhone devices account for over 95% of all smartphones sold world-wide, but individual differences between these two groups has never been investigated empirically. This is surprising given that many other purchasing decisions can predict individual traits. Methods: In this paper, we considered stereotypes and actual individual differences between these two groups. Study 1 required participants (N=240) to circle adjectives they associated with iPhone and Android smartphone users. Study 2 then tested these stereotypes against ‘actual’ personality traits in a larger sample (N=530). Findings: Applying these adjectives to a standard model of personality, Android users were perceived to have greater levels of Honesty-Humility, Agreeableness, Openness but be less Extroverted than iPhone users. While these stereotypes were largely inaccurate, we were able to build statistical models that predicted smartphone ownership at above chance level based on key individual differences between the two groups. Discussion: In line with extended self theory, a smartphone provides some valuable information about its owner. These findings are discussed in relation to the growing number of smartphone research designs that only collect data across a single smartphone platform.</p>