In this paper we present an exploratory smartphone usage study with logs collected from users in the wild, combined with the sociodemographic, technological and cultural information provided by them. We observe a high diversity among users' most used applications, but by classifying applications into services we find significant correlations between service usage and socio-demographic profile. We discuss that sociological information has rich potential in characterizing smartphone usage and can be applied to interesting incentive strategies and use cases based on users' sociological context.