Android and iPhone devices are currently dominating the global smartphone market. Although the two brands offer similar functionality, their marketing campaigns aim at different consumer segments. New research tests personality differences in Android and iPhone users.

Share on Pinterest Our choice of smartphone says a lot about our personality.

Smartphones started to become popular in 2007, with the advent of the first iPhone.

Since then, smartphone sales have increased exponentially. Between 2011-2013, there was an increase of over 50 percent in smartphone sales worldwide.

In the United States, 64 percent of adults are reported to now own a smartphone. Compared with 2011, this number has almost doubled.

The smartphone market is divided between Android devices and iPhones, with the latest numbers indicating Android devices dominate the market share with 87.6 percent, and iPhone devices rank second, with 11.7 percent.

Although Android and iPhone devices are functionally very similarly, their marketing campaigns are very different.

New psychological research aims to uncover some of the personality differences between iPhone and Android users.