Understanding the impact of personality traits on mobile app adoption Insights from a large scale field study
The sheer amount of available apps allows users to customize smartphones to match their personality and interests. As one of the first large scale studies, the impact of personality traits on mobile app adoption was examined through an empirical study involving 2043 Android users. A mobile app was developed to assess each smartphone user's personality traits based on a state of the art Big Five questionnaire and to collect information about her installed apps. The contributions of this work are two fold. First, it confirms that personality traits have significant impact on the adoption of different types of mobile apps. Second, a machine learning model is developed to automatically determine a user's personality based on her installed apps. The predictive model is implemented in a prototype app and shows a 65% higher precision than a random guess. Additionally, the model can be deployed in a non intrusive, low privacy concern, and highly scalable manner as part of any mobile app. Personality has a significant impact on mobile app adoption.A novel approach is proposed to study mobile app adoption on a large scale.A machine learning model is developed to predict a smartphone user's personality.The predictive model can be integrated into any mobile app.
Comput. Hum. Behav.