Today, July 31, is Australia's first Change Your Ringtone Day. Why? Because online retailer Kogan says so.
And why is Kogan suddenly determining faux national days of celebration? Well, it comes down to a study conducted by the company.
It found one in three Australians do not change the default ringtone on their smartphones. The study, which polled 11,000 consumers, highlights a problem irking people everyday – the moment when a mobile phone rings in a packed room, an elevator, or a public space, and nearly half the room reaches for their pockets or handbags thinking it's their phone ringing.
Kogan founder and CEO, Ruslan Kogan, is calling on all Australians to stop this trend immediately.
"It can be incredibly awkward, not to mention annoying. We’re now forced to hear those default ringtones repeatedly throughout the day. They seem to follow you around. They’ve almost become the definitive sound of our generation,” he said.
The Kogan report also indicated that, at a time when there is so much choice available to Aussies, a great number seem content with letting smartphone manufacturers make the decision.
“A lot of us remember the arduous task of having to manually enter in new ringtones on our old phones. Thankfully, personalising ringtones is now a lot easier. The digital world has opened up many choices for individuals - in devices, tones, music, images and a whole variety of preferences,” Kogan said.
Kogan added that the Change Your Ringtone Day would help prevent awkward moments, and encourage phone users to express their individuality.
"All it takes is a few swipes of the finger. So, if you're one of those nearly 40 per cent who have kept your default ringtone, today we urge you to change it, for your own sake and that of your friends, family, and colleagues," Kogan said.
Other key findings from the survey include:
- People with a Samsung phone are most likely to change their ringtone.
- Android users are 43 per cent more likely to change their ringtone than an iPhone user.