In which the "Average New Zealander" is Maths Fail

The other day I heard about a survey run by an organisation that shall remain anonymous. It was about the use of mobile devices, and one of the questions was about which devices if any the participant used. For ease of analysis, the devices were coded to numbers, eg:

1. iPhone
2. Blackberry
3. Android

etc.

Then, wanting to get the most information possible out of their data, the analysers calculated the standard deviation of these numbers.