News flash: even more recent updates to this information are available to subscribers to the full Technology User Profile service, the TUP Overview Report, and other TUP Profile Reports.
Apple has been a persistent genius in leading market perception. Watch a Hollywood movie, and if a computer is being shown, chances are good that Apple’s product placement experts will have made sure the Apple logo or product is prominent.
Similarly, Apple has a higher share among computers being used in public places, which might lead a casual café observer to expect Apple is the dominant brand. Nearly twice as many Apple Home PCs are used in public places than Windows Home PCs. This is due in part to the larger share of Apple Home PCs that are mobile than Windows PCs. Taking this into account, Apple’s share of public mobile Home PCs is 14%, much higher than Apple’s 8% share of mobile Home PCs. Also, Apple’s notebook users are more mobile than Windows notebook & tablet users, using their mobile computers regularly in 4.0 locations on average, compared with 2.8 locations for Windows mobile PC users.
Locations Where Apple and Non-Apple Home Computers are Used - Apple Profile Report 2008
However, just because a higher share of Apple’s computers are used in public places, it doesn’t mean that Apple has the dominant share of public or notebook PCs. In cybercafés and coffee shops, Apple ranks number two with 18% of the installed base of Home PCs being used in these locations.
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This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent surve-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com
Other findings in the Apple Profile Report include:
- The life of the Apple computer, longer or shorter?
- How Apple computers are used distinctly from Windows PCs
- Apple’s retail footprint – success and failure
- Apple users concentrated in few occupations
- Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
- Why a cybercafé survey might fool you
- Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
- Apple loyalty – still faithful?
- The halo effect – has the iPod changed Apple’s PC business?
- Just how more creative are Apple’s users than the Windows crowd?
- Apple’s most-connected – broadband households
- Apple & the future digital home?
- Apple’s future – who is Apple attracting?
MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up at www.metafacts.com for complimentary TUPdates, periodic snapshots of technology markets.
About MetaFacts
MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com
