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Wednesday, March 9, 2011

Mobile Apps Reveals the Real You

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Some personality traits can be revealed through people’s app download and use habits

Manila, Philippines - The adage “you can tell a person by the contents of their handbag” may be true, but now perhaps all you really need to understand someone is to know how they use their smartphone. According to Professor Trevor Pinch of Cornell University, the secret to determining someone’s personality lies beneath the apps they’ve installed on their phone.

Society’s relationship with phones has changed significantly. Recent research commissioned by Nokia suggests we are now a world of “app dependants” with 55 per cent of smartphone users relying on apps to significantly benefit their lives. This figure suggests that apps are being used as important life tools - and as usage levels rise, so does our phones ability to learn more about us and become even more useful.

“With so many apps available, people can pick the ones most relevant to them, “Pinch said. “The intimacy we share with our phones stamps our personality onto them. They know our tastes, our needs and even our secrets. If you ever want to really know someone, take a look at their apps – you may be in for a surprise!”

What’s your appitype?

Nokia worked alongside Cornell University’s leading sociologist and professor of science and technology studies, Trevor Pinch, to analyze the study of more than 5,200 smartphone users in 10 countries. Analysis of data including app genre, variety and usage revealed personality categories linked to smartphone behavior that Pinch summarized into six archetypes called “appitypes.”

Interestingly, appitypes not only revealed personal traits, but some of our national characteristics too. South Africans are the biggest “connectors” with 45 percent regularly using social networking apps, while the Germans and Indians were revealed as the hardworking and productive “appcentrics.” The Italians were the undisputed “live wires,” with the Brazilians the world’s biggest “creators” with their flair for music and style.

Appthusiasts

APPTHUSIAST - Appthusiasts are energetic and passionate. They are social creatures who like to know about the latest trends. They are curious, spontaneous and enjoy being involved in diverse pursuits. Their likes/dislikes are illustrated through the content on their mobile; they download lots of apps and use them a lot. Appthusiasts are rarely without their smartphone, sometimes even taking it to sleep with them!




Appcentrics

APPCENTRIC - They are hard working, energetic and productive. They have a lot of contacts, are tech savvy, and know how to make their technology serve them best. They’re conventional and prefer data management, numerical and organizational pursuits. Appcentrics get the most out of the more functional apps on their mobile, which they often use as a pocket-sized computer. While they only download apps occasionally, they frequently use them.




Live Wires

LIVE WIRE - Live Wires are active, down-to-earth people who enjoy technical, outdoor and athletic pursuits. Clever and investigative, they’re sociable, have lots of friends and often seek new experiences and adventures, relishing any challenge. They are reliable and productive and this is reflected in their downloads, which tend to be a mix of health/fitness, social and travel related apps.




creator

CREATOR - These people are creative and imaginative. The creator may be a loner or a team player, but when they socialize they often find themselves the life of the party. As natural storytellers, they will not only rely on the creative capabilities of their mobile, but often use social networking sites. They are up on the latest trends and their creative spirit often drives them to brightly colored phones, illustrating that they are fun and open minded.




connector

CONNECTOR - The connector is personable, confident and curious. They have an uplifting and motivating personality with a knack for making friends and acquaintances in the online or real world. They have a collection of apps that they use again and again, often carrying fun apps on their phone and apps that may be useful to others. They occasionally download free apps and their app catalog could do with a refresh.




apprentice

APPRENTICE - The apprentice is sensitive, kind hearted and independent. They’re inquisitive and clever with a solid circle of friends and a select group of passionate pursuits. Apprentices are interested in downloading apps but don’t know where to start. Don’t be fooled by their shy appearance. There is a wild side just waiting to get out!






“Apps are a great way to personalize your mobile. Like our old record or CD collections, apps reveal who we are – whether we look at the type of apps people have, how they organize them, or which ones they most use. It certainly makes for interesting reading,” said George Linardos, vice president of media, Nokia.


To determine your personal appitype, log on to http://blog.ovi.com/dailyapp/appitype/. To visit the Ovi Store and start downloading the apps that suit your life, visit www.ovi.store.com.


Notes to Editor
Research conducted by ICM among 5,231 people in 10 countries in November 2010. Countries included: Brazil, China, Germany, India, Italy, Singapore, South Africa, Spain, UK and USA.


About Professor Trevor Pinch
Trevor Pinch is professor of science and technology studies and professor of sociology at Cornell University in New York. He holds degrees in physics and sociology and is the founding editor of the book series “Inside Technology” with MIT Press. He has authored and co-authored 17 books and numerous articles on aspects of the sociology of science, technology and economics.

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