Apple owners richer than Windows counterparts
A recent study conducted by online market research group NPD has shown that while Apple distribution is growing, the majority of Apple owners in the USA favour a mixed system environment.
Reports show that 12% of households in the USA own an Apple computer, up from 9% in 2008. Despite this almost 85% of the Apple owning households surveyed also own a Windows based PC.
Apple owners are known to be fiercely loyal to the brand, but the latests statistics point towards a consumer base which is becoming increasingly comfortable with using multiple systems.
The report also shows that multiple computer ownership is a common thread in Apple households. 66% of those surveyed owned 3 or more computers compared to just 29% in Windows PC households. Apple households also owned more types of electronics, more than double the number of Apple households owned LCD televisions which were 50 inches or larger for example. Apple households are therefore more affluent than those with Windows PCs.
“While Apple owners tend to own more computers and more electronics devices, there is also a high correlation among Apple owners and more affluent consumer households,” said Stephen Baker, vice president of industry analysis at NPD. “Thirty-six percent of Apple computer owners reported household incomes greater than $100 000 [R450 000], compared to 21 percent of all consumers.”
“With a higher household income, though, it’s not a surprise that those consumers are making more electronics purchases,” Baker said. “The average Apple household owns 48 CE devices whereas the average computer household owns about 24. Apple household owners’ actions and purchases can be used by the industry as leading indicators for hot new products and adoption.”
Although this number may not reflect a worldwide trend it seems likely, due to the typically expensive nature of Apple computers, that similar statistics would apply to South Africa users.
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