Apple tops for brand loyalty: report

Stephen Withers
Friday, 12 September 2008 05:35

Opinion and Analysis

When it comes to home computers, 21 percent of Macs are used in public places, compared with 12 percent of Windows-based systems. Since Apple is selling approximately three notebooks for every two desktops (including servers), that's not really a surprise.

For the industry as a whole, notebook sales are just about level with desktops, though in July, Mika Kitagawa, principal analyst for Gartner's Client Computing Markets group, noted "Home mobile PCs continue to have momentum in the US market... US professional units look to have been affected by tightening IT budgets as U.S. business responded to growing economic uncertainty. Desk-based PCs gained traction among some professional users."

MetaFacts also found that Apple households are different: they are younger, more highly-educated, and have higher incomes. When shopping, you're more likely to see them in Barnes & Noble, Borders or Target than non-Apple owners, and less likely to be in a Wal-Mart.

I suspect those shopping habits are linked to the demographic factors and have nothing to do with using a Mac. Wouldn't you expect bookshop patrons to be on average better educated and with a higher income than customers of a store that bases its pitch on low prices?

And MetaFacts says Mac owners use their computers differently, too - "more often for web content creation, graphics and personal activities." Throw in the finding that people using Macs at work are predominantly in five occupational groups - teacher, artist/designer/performer, management, clerical, consultants - and there's still life in the old stereotypes.

MetaFacts surveyed more than 10,000 US adults by phone and online, with respondents selected to be representative of all US adults and households. The company has been conducting its Technology User Profile surveys since 1983.