Internet applications use and personality

• Studied the relationship between personality and 23 Internet applications use.
• Personality affects usage of some application use.
• Personality influence can be explained by the characteristics of applications.
• Simple, basic, popular, low-risk applications are less affected by personality.
• Personality’s impact may change as the application’s characteristics evolve.

Many studies have looked at how personality influences a particular Internet application. This study used another approach and considered several applications in a single study. Using hierarchical multiple regression and with a sample of mostly young Internet users, this study provided a holistic picture of how personality traits affected usage level of 22 applications. Personality traits affect application usage level differently because of the underlying characteristics of applications. Generally, the more an Internet application possess characteristics of simplicity, basic applications needed for surfing the Internet, having been with us for a long time, popular, easy to use, low risk and general online leisure activities, the more likely its usage level will be less influenced by the personality of users. This study suggested that changes in the characteristics of applications over time cause personality’s impact on usage level to change as well. Openness to experience has a limited impact. It reflects the rapid maturity of Internet applications.