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Are you a Zookeeper or a COP?

DO You break into a swear at the thought of being without your smartphone? Or is it your aid to manage your family's busy schedule?

A new study has revealed that our smartphones are more than just a means of communication - they are a window to a whole new personality.

The study identified four types of phone users :

  • The Zookeeper (34% of users)

The Zookeeper accounts for the biggest Smartphone personality type in Australia, with over a third of us falling into this category. The Zookeeper is the switchboard or centre of the family, the organiser, and they use their handsets to streamline this process with high usage of the calendar, email and weather apps, which they use up to 3.3 times per week.

  • The COP (Constantly online professionals) (29% of users)

The COP is contactable 24/7. Their Smartphone is their business partner and it represents their email, organiser
and content storage device all in one. Unsurprisingly, Email is the most important function with two thirds (69%) of this group checking their email at least once a day. They are also high users of gaming apps that they make use of to occupy their rare downtime, gaming up to 4 times per week.

  • The FOMO (Fear of missing out) (24% of users)

The FOMO has only one fear, that of missing out. They are social enthusiasts and see their Smartphone as the key to this independence as it provides them access to their friends, activities and indeed the world. The FOMO is an unsurprisingly high user of social media and SMS and is notorious for moving quickly through the latest apps, constantly seeking the latest and greatest.

  • The Social Creator (13% of users)

The smallest of all personality types, The Social Creator leads rather than follows. They are conversation starters, preferring to voice their opinion first to avoid being seen as 'following the crowd'. As such, they frequent online review sites and news & current affairs apps, accessing them up to 4.4 times per week.

Director of Armchair Psychology Sydney Associate Professor Amanda Gordon, who conducted the study with Optus, says mobiles nowadays are considered a 'life partner' for many, holding valuable information and helping people carry out their everyday lives.

"I was interested to learn that the Zookeepers are embracing technology, by making full use of the practical functions smartphones offer as a way to make juggling theirs and their family's busy schedules that much simpler," she said.

Optus' managing director of marketing, Michael Smith said these days consumers have so much choice when it comes to mobile technology, it's no surprise the typical smartphone user extends beyond tech-lovers.

"Mum, young adults and social creators are now embracing this technology, customising their smartphones to suit their different lifestyle needs," he said.

Topics:  iphone optus smartphones



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