Mobile phones and sex

Now that I've got your attention, take a look at the graphic I recently came across while doing some research on a new mobile phone.

I can't vouch for the robustness of the data, nor where the sample came from, but let's just assume for now that the data is legitimate. If you were in the business of selling mobile phones, what would you do with it?

Perhaps you would approach Apple with a campaign about how iPhones can get you laid. Or Android operators with a get married earlier message. Or even promise Blackberry owners that the office store cupboard is there for a reason.

All might make, at a push, semi-interesting start points for communication. All are, however, founded on a fundamental misreading of research data, which to this day research companies who should know better seem keen to perpetuate. That correlation implies causality - the so called Rosser Reeves fallacy.

Each of the three types of phone above are bought by people with differing demographics and attitudes.The phones they choose is just as much a reflection of who they are as their number of sexual partners. One is not however a driver of the other.

A straw poll of my colleagues here would suggest that none are swayed to jump in to the sack with someone new on the strength of their mobile phone. But that same straw poll has at least thrown up one observation, that this might be the most inspiring single piece of research they'll come across all year.