Nokia provided a very interesting survey results on the number of apps on a smartphone of a typical person. This research was 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.
Singaporeans have the biggest “app-itite” globally with 67 per cent claiming to own up to 30 apps in their mobile phones
The lion city is a nation of appthusiasts with 28 per cent of appitypes claiming to have more than 30 apps in their phones at a time
Singapore – 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.
Singaporeans are at the top of the scoreboard when it comes to mobile gaming, with an app-etite of practically half (49 per cent) using or downloading games. 69 per cent of smartphone users sampled in Singapore believe apps truly benefit their lives relying on them while at home (22 per cent), travelling (13 per cent), or at work (12 per cent).
Singapore’s app-etite is also interestingly segmented by regions. For example, people from central Singapore are avid fans of utilities apps with 29 per cent of people downloading them – the highest throughout the country. East-side Singaporeans place importance on entertainment apps with almost one in five (18 per cent) downloading them. One in five people in north Singapore (20 per cent) download smartphone apps 2 to 3 times per week. 24 per cent of Singaporeans from the north-eastern parts of the island would prefer an app to a guidebook telling them about a new place they are visiting, while 51 per cent of western Singaporeans mostly use the apps on their phone whilst commuting to or from work.
The figures 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. Singaporeans are made up of quintessential appthusiasts with 28 per cent claiming to have more than 30 apps in their mobile phone at a time. 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.
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!
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 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 – 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 – 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 – 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.
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.
At Nokia, we are committed to connecting people. We combine advanced technology with personalized services that enable people to stay close to what matters to them. Every day, more than 1.3 billion people connect to one another with a Nokia device – from mobile phones to advanced smartphones and high-performance mobile computers. Today, Nokia is integrating its devices with innovative services through Ovi (www.ovi.com), including music, maps, apps, email and more. Nokia’s NAVTEQ is a leader in comprehensive digital mapping and navigation services, while Nokia Siemens Networks provides equipment, services and solutions for communications networks globally.
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This is actually part of the information I received. Below is one that talks about Singaporeans and classified into Central, East, North, North East and West of Singapore.
Country Fact Sheet – Singapore
The global demand for mobile applications has surged as people become more dependent on the technology in their pockets. According to a global study from Nokia, 69 per cent of smartphone users sampled in Singapore believe apps truly benefit their lives relying on them while at home (22 per cent), travelling (13 per cent), or at work (12 per cent).
Nokia is working alongside Cornell University?s leading sociologist and professor of science and technology studies, Professor Trevor Pinch, to analyse the study of over 5,000 smartphone users in ten countries and to investigate what our smartphone behaviour says about who we are.
The research shows that it isn?t about the number of apps people have, but about finding ones that are the most useful. 67 per cent have up to 30 apps on their smartphones, with a fifth (23 per cent) saying that they delete all similar apps from their handset if they hear about a better one.
“Apps are becoming intrinsic to the way we live,” says Professor Pinch. “Our relationship with them has turned from just occasional use into a real dependency. It?s because of this that our personal app „collections? represent our unique needs, personality and interests. We can learn much about a person?s behaviour via a mix of their choice of apps, personality variables, use variables and competence variables.”
Full research highlights detailed below:
National Key Facts:
- 67 per cent of people sampled in Singapore have up to 30 apps on their device, with men more likely to download an app (93 per cent) vs. women (90 per cent).
- The most popular apps to download are games (60 per cent), social networking (36 per cent), travel (21 per cent), utilities (21 per cent) and news/ information (20 per cent).
- The most popular apps people actually use are games (49 per cent), social networking (37 per cent), utilities (25 per cent), news/information (19 per cent), travel (17 per cent).
- Women (43 per cent) are much more into social networking than men (31 per cent), with the majority of younger users downloading and using these types of app.
- 69 per cent of people like to download apps because they know they?ll benefit their life.
- Most smartphone users frequently rely on apps throughout the day (55 per cent) while a further 12 per cent log on and use them two or three times a week.
- 46 per cent of people use apps mostly when they?re commuting to and from work while 22 per cent mostly use them when at home.
- 47 per cent of Singaporeans sampled only download the free apps available for their phone.
Central Singapore key facts
- People from central Singapore are avid fans of utilities apps with 29 per cent of people downloading them – the highest throughout the country.
- One in five in central Singapore (21 per cent) regularly use news / information apps with almost one in ten (9 per cent) feeling that they could not live without this type of app.
- 18 per cent of people in Central Singapore mostly use the apps on their smartphone whilst at work.
- 70 per cent of central Singaporeans like to download apps because they feel that they will benefit their life.
- More than one in ten central Singaporeans (13 per cent) have between 51 and 60 apps on their smartphone.
East Singapore key facts
- 47 per cent of people in east Singapore frequently use social networking apps with 24 per cent feeling that they could not live without them.
- Entertainment apps are important for east Singaporeans with almost one in five (18 per cent) downloading them.
- 44 per cent of people in east Singapore mostly download games so that they can entertain themselves whilst commuting to and from work.
- 20 per cent of east Singaporeans use only half the apps on their phone.
- 65 per cent of east Singaporeans like to download apps because they feel that they will benefit their life.
North Singapore key facts
- 30 per cent of people in north Singapore have between 11 and 20 apps on their phone.
- One in five people in north Singapore (20 per cent) download smartphone apps 2-3 times per week.
- 16 per cent of people in north Singapore download education and book apps.
- 11 per cent of people in north Singapore could not live without utilities apps.
- 14 per cent of people in north Singapore would like to download an app but don?t know where to start.
North-east Singapore key facts
- Almost one in ten people from north-east Singapore (8 per cent) have 41-50 apps installed on their smartphones.
- 20 per cent of people from north-east Singapore download apps 2-3 times per week.
- Almost one in four people from north-east Singapore (23 per cent) download travel/navigation apps.
- 10 per cent of people from north-east Singapore download lifestyle apps.
- 24 per cent of people from north-east Singapore would prefer an app to a guidebook telling them about a new place they are visiting.
West Singapore key facts
- 51 per cent of west Singaporeans mostly use the apps on their phone whilst commuting to or from work.
- 30 per cent of west Singaporeans use a quarter of the apps on their phone.
- 46 per cent of people in west Singapore mostly download games so they can entertain themselves whilst commuting to and from work.
- 25 per cent of people in west Singapore frequently download music apps.
- 18 per cent of people in west Singapore would like to download an app but don?t know where to start.