What Your Choice in Phone Says About You and Your Spending Habits.

Android vs Apple: the debate that’s separated people worldwide since the mid 2000s. Interestingly, science tells us that the phone we choose says a lot about who we are and our spending habits. But let's backtrack a bit. Brand choice for digital devices has always been a point of contention. If you’re old enough, you’ll remember those Mac vs. PC ads that depicted a young, cool, and casual Mac user vs a stuck up, anal-retentive and older PC user.

Today, similar distinctions are being made between iPhone and Android users. It even affects how people are perceived in terms of attractiveness as a partner. A 2018 survey conducted by Decluttr (a company that sells used tech items) found that 70% of singles preferred to date an iPhone user over an Android user, and nearly 40% of participants believed that choice of phone played an important role in first impressions.

In addition, a survey conducted by Shaw et al. (2018) found the following personality differences between iPhone and Android users:

Now with these differences in mind, lets examine the research on how personality traits directly influence spending. Research shows that those who are high in extraversion and openness to experience are more prone to compulsive spending (Tarka et al., 2022). Moreover, those who are easily influenced by emotional factors are more likely to lack self-control, be less rational, and make more impulsive purchases (Baumeister, 2002). And those preoccupied with status and are highly ego focused are more inclined to make luxury purchases to bolster their image (Cisek et al., 2014). On the other hand, Android users are more traditional and conservative, driven by rational thought and less preoccupied with chasing the latest trends and luxury symbols.

CONNECTING THE DOTS

Therefore, if we connect the research on phone choice --> personality and personality --> consumer spending, we can come to this conclusion:

One of the most important decisions for your financial future might just be the phone you choose.

But...this remains speculative because up until now, most research has been in the form of surveys instead of controlled, scientific studies. The question remains unanswered as to which comes first: the personality traits or choice of phone. And can switching to an Android cause you to be more rational, less prone to influence, and ultimately, more financially savvy and responsible?

CONCLUSION

Let's face it - changing your phone isn't always a realistic option, especially for dedicated iPhone users. But if you're going to take anything away from this blog, it's the idea that sometimes one decision (like your choice in phone) can say a lot about you and how you manage your money. This idea can be applied to other consumer decisions tied to your identity, like the clothes you wear, the car you drive, and the people you surround yourself with. If you become more aware of these factors and how they subtly influence you, you can be empowered to be more conscious and intentional about your financial choices .

REFERENCES

Shaw, H., Ellis, D. A., Kendrick, L.-R., Ziegler, F., & Wiseman, R. (2016). Predicting smartphone operating system from personality and individual differences. Cyberpsychology, Behavior, and Social Networking, 19(12), 727–732.

Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802.

Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of consumer Research, 28(4), 670-676.

Cisek, S. Z., Sedikides, C., Hart, C. M., Godwin, H. J., Benson, V., & Liversedge, S. P. (2014, March 21). Narcissism and consumer behaviour: A review and preliminary findings. Frontiers in psychology.