A Study on the Characteristics of iOS and Android Phone Users in Penang

Ang, Cheow Chin and Chow, Darryl King and Goh, Tyng Wei and Quah, Wei Gin (2018) A Study on the Characteristics of iOS and Android Phone Users in Penang. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The smartphone has now become a common tool used by people all over the world and this number is steadily growing even more so in Malaysia. Malaysia is among the top ten countries with the highest number of adults owning a smartphone in the world in 2016. This research is aimed at shedding light on the personality attributes of both iOS and Android smartphone users to identify and rank their personality characteristics as per the Big Five Personality Traits using the IPIP-BFM-20 Questionnaire as proposed by Topolewska, Skimina, Strus, Cieciuh, & Rowinski in 2014. A total of 40 survey questionnaires were distributed for the pilot test and 400 survey questionnaires were collected for the actual test. The sampling method chosen for the research is purposive sampling to ensure that respondents fit our selection criteria (Users of smartphones aged between 18-35 years old). This research found that there was no significant difference between the characteristics of both iOS and Android users for the agreeableness, emotional stability (neuroticism), and extraversion traits in terms of ranking. However, there is a slight difference for the openness and conscientiousness traits between iOS and Android users which could be due to the brand identity of the brands for the openness trait and the functionality of the operating system for the conscientiousness trait. These findings could be helpful for those involved in the marketing and communications industry, smartphone manufacturers, and to expanding the body of knowledge regarding smartphones.