When Shaw and her team looked at the results, they found this:
This last point is interesting if you look at the advertisements for the phones when the study was conducted earlier this year. Android's motto was, "Be together, not the same." Apple's slogan was, "If it's not an iPhone, it's not an iPhone."
"We found that the personality traits of the smartphone users matched the brand personality of their owned phone," Shaw told DNews by email.
To be honest (see earlier parens), technical features do impact my phone-buying decisions. Historically, Apple has been more stringent when it comes to accepting apps into their AppStore and arguably that has kept out bugs and malware. The new iPhone 7 has the secondary rear camera (Pixel doesn't) and the new phone is water-resistant (Pixel isn't). For people into the latest VR tech, the Pixel will probably appeal more.
But Shaw pushes back on this, wondering if we simply embody the semantics and characteristics of the technology we own. "If you buy an iPhone," she said. "Over time you might start acting like a typical iPhone user."
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