MetaFacts' findings » Apple Profile Report

Apple loyalty – still faithful?

metafacts — Wed, 29 Apr 2009 21:01:24 +0000

[Please note: This information is from TUP 2008 and has been updated in more recent waves of TUP. Contact MetaFacts for updates.]

Apple commands the strongest repurchase intent of any PC brand. More than four in five (81%) of households with Apple as their primary Home PC plan to buy the same brand – Apple – for their next PC.

Taken together, the non-Apple brands garner less than half of that intention, at 40%. Of the major PC brands, Dell is at the top of buyer’s shopping list, with nearly half (48%) planning to buy a Dell PC.

With Apple computers now able to run Windows software, Apple owners aren’t as locked in as they were in years past. This flexibility appeals to many American consumers’ desire for choice and to buy products as open as possible to whatever may come along. Even when, in reality, computer users don’t end up using any extra features or capabilities, most consumers choose extras as a sort of hedge against unanticipated needs.

PC Repurchase Brand Loyalty - Apple Profile Report 2008

Historically, Apple has had strong repurchase brand loyalty. It may be surprising to see such high numbers given Apple’s recent success in attracting new customers; not all new customers are necessarily loyal. This bodes well for Apple’s future, because it means that even new customers can join the ranks of the Apple-loyal diehards that have supported the brand through leaner days.

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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

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.

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

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Apple, Brand legacy, Brand loyalty, Brands, Dell, Hewlett Packard, HP, PC Brands, Toshiba

Apple & the future digital home?

metafacts — Tue, 21 Apr 2009 20:36:52 +0000

The Apple digital home will continue to look different than non-Apple households. Apple households plan to buy a different set of consumer electronics products and services than non-Apple households. Some of the planned products are downright retro, so may come as a surprise to those who believe Apple households only use the most advanced, leading-edge technology.

Apple iPods
Despite Apple’s efforts to engage and possibly convert Windows users through music – particularly with iPods – that direction is losing some steam. A higher percentage of Apple households plan to buy an Apple iPod than households without Apples. One in eight (13%) of Apple households plan to buy an iPod within the coming 12 months, stronger than the one in fifteen (7%) of non-Apple households similarly planning. This is not fantastic news for Apple, although these plans are notable, as iPods are included in the top 25 consumer electronics products or services non-Apple households plan to buy.

Apple’s strategy to draw new customers into its retail stores is working, and iPod is a big part of that.

Households without Apple Home PCs that shop or buy at Apple’s retail stores are different from Apple Home PC households.
60% of non-Apple households that shop at Apple’s retail stores have an Apple iPod and 15% plan to buy one in the next 12 months. Apple iPods are a big draw for these retail shoppers. Among non-Apple households overall, whether they shop at Apple retail stores or not, only 7% have iPod purchase plans.
35% use a portable MP3 made by one of Apple’s competitors.

Apple Households Want Different Consumer Electronics Products and Services Than Non-Apple Households - Apple Profile Report 2008

Analog TVs?!
Knowing how generally advanced and electronics-savvy Apple households are, it may come as a surprise that the second-ranked product or service they plan to buy is a converter box for analog TVs. Looking more deeply, though, this product has been a surprise for governmental planners. After all, most PC households already have a subscription TV service. However, these households also have many, sometimes older, TVs and are plugged into the broadcast media enough to have heard the announcements.

Film and box cameras?
Digital imaging plays a large part of the Apple household’s life. So, there may be some surprise that they are using disposable single-use cameras and getting any digital images from film processors, and more often than non-Apple households. More than one-third (36%) of Home PC households have a film camera they still use, typically in addition to a digital camera. Also, disposable single-use cameras meet the need for impulse images when one’s digital camera or cell phone camera is either inoperative or of too-low resolution.

Movies and videos and DVDs
The Internet is a big part of entertainment in both Apple and non-Apple households, with 76% and 75% agreeing with that statement, respectively. Videos on DVDs are a big part of that, and are behind usage and future plans. Currently, 50% of Apple households rent DVDs through outlets such as Netflix or Blockbuster; another 8% plan to do so in the coming 12 months. This is higher than among non-Apple households, where 45% of households rent today and 6% plan to do so within the coming year.

More from mobile
Apple notebook computers make up 64% of the installed base, compared to 45% of Windows PCs. Apple notebook users bring their Home notebooks out to more public locations than Windows mobile PC users, at 21% of Apple PCs compared with 12% of Windows PCs. So, it may be no surprise and no reflection on Apple’s battery technology that plans to purchase notebook batteries are stronger among Apple households than Windows households. At 9% of Apple households, the gap over Windows households is only slight, with 7% of Windows households having these purchase plans.

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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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Analog TV Converter, Apple, Batteries, Blockbuster, Box cameras, Cell phone, Cellcam, Connected home, Consumer electronics, Convenience, Digital Cameras, Digital Entertainment, Digital Home, Digital imaging, Digital to Analog Converter Box, Disposable cameras, DVD, Entertainment, Fun, Home entertainment, iPod, Locations, Mobility, MP3 Players, Netflix, Notebook, PC Locations, Retail, TV

Why a cybercafé survey might fool you

metafacts — Fri, 17 Apr 2009 20:16:59 +0000

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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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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, Market Segmentation, TUP 2008, TUPdate Tagged: Apple, Brand share, Chains, Competition, Cybercafe, Dell, Hotel, Hotels, Hype, Library, Locations, Market Share, Methodology, Microsoft Windows, Mobile, Mobility, Myth, Myth or Fact?, Notebook, PC Locations, Perception, Public, Public computing, Public Locations, Reality Check, Representative, Restaurant, School, Self-Employed, Starbucks, Tablet, Unemployed, University, Windows, Wireless

The halo effect – has the iPod changed Apple’s PC business?

naiaoneheart — Mon, 13 Apr 2009 20:06:20 +0000

Apple’s Market Footprint and a Racial/Ethnic Glimpse – April 2011

Note: This information, released April 13, 2009, has been updated.

There has been a lot of conjecture that iPods would draw in Windows users, converting them en masse to Apple PCs. Indeed, many non-Apple households have iPods, but, by definition, they have no Apple PCs. There are also non-Apple households that have portable MP3 players from iPod’s competitors, such as Microsoft’s Zune. Over one-fourth (26%) of non-Apple Home PC households have an Apple iPod, only slightly trailing the 28% that have other portable MP3 players.

Among Apple Home PC households, the gap between iPod and its competitors is significantly wider. Apple commands 58% penetration of iPods among the faithful, while non-iPods have entered one-third as many households, at 19% of Apple Home PC households.

iPods Trail in Non-Apple Households - Apple Profile Report 2008

Looking ahead, the seventh-ranked consumer electronics product Apple households plan to buy is an Apple iPod. However, among non-Apple households, this item is ranked 23rd, with only 7% of households saying they plan to buy an Apple iPod in the coming 12 months. One in nine (11%) plan to buy a portable MP3 player of any brand.

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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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Apple, Apple iPod, Brand share, Competition, Consumer electronics, Cross-selling, iPod, Market segmentation, Microsoft Windows, MP3 Players, Music, Zune

How Apple computers are used distinctly from Windows PCs

metafacts — Thu, 09 Apr 2009 19:40:59 +0000

Apple Home PC users are simply more active than Windows Home PC users. They use their computers for a wider range of activities – 21.1 – than Windows Home PC users – at 17.5 activities.

Also, Apple Home PCs are used differently than Windows Home PCs. Apples are more often used for graphics & imaging, personal, and communication activities, with more than 25% more activities in each category. Apple users simply find a wider range of uses for their computers than Windows users.

Number of Activities by Type - Apple Profile Report 2008

When it comes to the everyday activities for a Home PC, there is little difference between Apple and Windows PCs. The top 10 activities on Apples are the same as the top 10 for Windows PCs, although the order is slightly different.

Among the top 20 activities for Apple Home PCs, only three are unique to Apple – not in the top 20 for Windows Home PCs:

#14 – Download music or MP3s
#16 – Use a community/social networking group (e.g. Facebook, LinkedIn, Ryze)
#17 – Read online publications (e.g. ezines, blogs)

There are 11 activities which stand out as uniquely Apple, reaching a much higher proportion of its base. Some of these activities are not widespread, so might be leading-edge if they gain popularity among Windows users, or may simply reflect Apple’s unique users.

For example, creating web pages is a function of Apple’s software as well as its audience. One-fourth (25%) of Apple Home PCs are used to create web pages, compared with one in nine (11%) Windows Home PCs. Apple simply makes it easy and smooth to create well-accepted web sites, both with bundled software such as iLife, as well as commercially available software and a tightly supportive ecosystem. Also, Apple users are more often in the creative class, with occupations and interests that are more outer-directed and proactive than typical Windows users.

Uniquely Strong Activities for Apple Home PCs - Apple Profile Report 2008

There is not a large difference in the number of hours that Apple users use their Home PCs than Windows Home PCs. On average, Apple Home PCs are used 18.1 hours per week, slightly less than the 18.5 hour average for Windows Home PCs. Even for the 3rd Home PC, the usage pattern is similar: with Apples being used 10.9 hours per week compared with Windows Home PCs at 9.9 hours per week.

Apple Home PC households have a slightly less utilitarian outlook than non-Apple households. Two-thirds (67%) of Apple households say they find their computer more useful than a year ago. A slightly higher share – 71% – of non-Apple households says the same.

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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 survey-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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Activities, Activity Levels, Apple, Apple iPod, Blogging, Calendar, Communication, Contacts, Digital imaging, Facebook, Graphics, Home entertainment, Home PCs, Hours online, iLife, Imaging, iPod, Laptop, LinkedIn, MP3 Players, Music, Online activities, Online search, Prosumers, Search, Social Networking, Social networks, VoIP, Web creators, Windows, Windows Vista

Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?

metafacts — Sun, 05 Apr 2009 19:33:08 +0000

[Notice: This information is from 2008 and has been updated in more recent waves of TUP. Please contact MetaFacts for updates.]

Apple customers are socioeconomically elite.

As has been true for most of Apple’s history, the brand is favored by the economically elite. Households with Apple home PCs have higher incomes than households with home PCs not made by Apple.

Two-thirds (67%) of households with Home Apples earn $60,000 or more in household income, compared with just over half (53%) of non-Apple households.

Does this mean that buying an Apple will earn buyers higher income? No, it’s most likely the other way around. Those with higher incomes are often in professions and life stages that afford them a higher disposable income, such that Apple’s general price premium is less of a barrier. Furthermore, higher-income households, and especially Apple households, buy more consumer electronics of all kinds than other households.

Apple Customers Have Higher Income - Apple Profile Report 2008

Apple households also have attained a higher educational level. Over two-thirds (68%) have completed a 4-year degree, some post-graduate education or beyond. By comparison, non-Apple households have less than half (45%) who have reached this level.

Apple Households are socioeconomically different - Apple Profile Report 2008

Apple’s customers are unique.

63% spend more time using their computer than watching TV, compared with 57% of non-Apple PC households.
The national trend away from TVs passed the half-way mark between 2007 and 2008.
Fun is only slightly stronger among the Apple crowd. 60% of Apple households say they keep finding more ways to use the Internet for fun, compared with 58% of the non-Apple group.

While many observers have a hunch that the elite aspect of Apple’s customers may seem like a stereotype that Apple’s marketing wants to perpetuate, our continued survey results bear it out. Paradoxically, as Apple broadens its footprint, inevitably it will reach a less-unique audience. Still, we expect the halo to continue well beyond the actual uniqueness of Apple’s customer base.

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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.

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?

About MetaFacts

Posted in Apple Profile Report, TUP 2008 Tagged: Apple, Consumer electronics, Demographics, Educational level, Fun, Market Adoption, Market segmentation, Mobile, PC Brands, Segmentation, Sociodemographics, Technology adoption

Apple’s future – who is Apple attracting?

metafacts — Wed, 01 Apr 2009 20:05:33 +0000

Apple is drawing a potentially profitable audience: non-Apple households shopping at Apple’s retail stores have a larger than average household, with two-thirds (67%) having 3 or more household members. Certainly, those other members might benefit from an additional PC. While five-ninths (56%) have more than one Home PC, that’s smaller than the over two-thirds (68%) of Apple households with two or more Home PCs.

Attracting and serving future generations has been a persistent part of Apple’s strategy, and that might be needed in the present, although towards an even-younger audience. The almost-there untapped-market of households without Apples that are already frequenting Apple retail stores includes a disproportionately-high concentration of kids. In non-Apple households shopping at Apple retail stores, over one-fourth (28%) have kids age 7 to 12, and 29% have kids 6 and under. That’s nearly double the rate among Apple households, at 16% and 15%, respectively.

One other mildly positive sign for Apple’s future: A fair number of non-Apple households shop at the Apple website. 7% of non-Apple households have recently shopped online with Apple, compared with 24% of Apple households. Although this non-Apple number is not huge, it’s noticeable. Apple is making many efforts beyond personal computing to drive traffic to its sites, stores, and brand. Beyond personal computers, this ranges from iPhones to iPods.

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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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, Multiple-PC Household, TUP 2008 Tagged: Apple, Apple Profile Report, Apple Retail, Children, Connected home, Consumer behavior, Demographics, Multi-PC Households, Multiple-PC Household, Online, Retail, Shopping

Apple’s retail footprint – success and failure

metafacts — Sat, 28 Mar 2009 19:37:29 +0000

Apple’s own stores are heavily visited by its own Apple home PC customers. Of all the retail outlets that Apple households have recently shopped or purchased in, Apple’s retail stores rank #4. One-third (33%) of Apple households report recently shopping in or purchasing from an Apple retail store. When including Apple’s online store, this number rises to 43%, ranking it also fourth among most-frequented outlets.

Where else are you more likely to run into Apple-owning shoppers? They are more likely than non-Apple households to be found shopping in a Target store than a Wal-Mart store.

Target – 49% of Apple households vs. 43% for non-Apple households
Wal-Mart – 48% of Apple households vs. 62% for non-Apple households

They’re also more prevalent in book stores:

Barnes & Noble – 30% of Apple households vs. 21% for non-Apple households
Borders – 25% of Apple households vs. 14% for non-Apple households

Interestingly, although Apple households are active shoppers, tech-savvy, and very comfortable and facile online, they aren’t shopping at significantly more online outlets than non-Apple households. They do actively shop online, however. Nearly three-fourths (71%) of Apple households have recently shopped or purchased online, compared with nearly two-thirds (64%) of non-Apple Households. More of Apple’s shoppers frequent eBay than Apple’s own online store. The #2-ranked destination for Apple households is eBay, having recently attracted just over one-third (34%) of Apple households. Apple’s online store pulled in just under a quarter (24%) of these Apple owners.

Where Apple Households Shop - Apple Profile Report 2008

Since non-Apple households outnumber Apple households 94% to 6%, if all else was equal, it could be expected that non-Apple shoppers would frequent Apple’s retail or online stores in similar ratios. That may be Apple’s grand desire, but at this time Apple’s customers have a significantly higher share of their ranks visiting Apple retail stores than their national shares might indicate. This could be looked at as a strong reflection of Apple’s customer loyalty and interest in special programs and services Apple offers in these stores. Alternatively, it could be looked at as some failing on Apple’s part to get wider distribution of its products.

Even more interesting, and positive for Apple, is the remarkably high share of non-Apple households that shop in and buy from Apple’s retail stores. Nearly two-thirds (64%) of Apple’s retail shoppers do not have an Apple PC in their household. Also of interest: 4.6 million non-Apple households shop or buy on Apple’s online site, which is nearly identical to Apple’s entire Home PC customer base of 4.5 million households. This is a testament to Apple’s success in driving tire-kickers and concerned Windows XP users and Vista candidates into its stores, as well as customers for its non-PC products, the iPhone & iPod in particular. These high numbers are also a strong and positive indicator of future potential growth for Apple.

Apple/Non-Apple Shoppers in Apple Retail and Online - Apple Profile Report 2008

Beyond everyday consumables and consumer electronics, Apple owners are somewhat unique in where they buy PC-related products. Apple’s own stores are among the top 5 shopping choices among Apple owners, at 13 times the rate of non-Apple owners, even though Sony has a retail presence. Historically, IBM, Gateway, and even Dell have operated their own company-owned outlets and kiosks. These haven’t drawn anywhere near the dedicated attention Apple commands. This is due in part to Apple’s unique and proprietary products, so buyers benefit in being able to get otherwise hard-to-find products. Also, with Apple’s strong brand loyalty, Apple buyers have other reasons to frequent the stores, from their specialized Genius Bar support to Apple-specific training.

With the exception of Apple’s own stores, the top 5 types of outlets Apple households frequent are the same as those shopped by non-Apple households. There is a wide gap between Apple and non-Apple buyers among discount stores, notably Wal-Mart. For more than one reason, Wal-Mart is less frequented by the Apple crowd: the demographics skew in opposite directions, Wal-Mart doesn’t carry the wealth of Apple-specific products found in other outlets, and in many cases, Wal-Mart is located in other regions, states, and neighborhoods than Apple stores.

: Where PC-Related Products are Purchased – Apple Profile Report 2008

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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Apple, Apple Retail, Barnes & Noble, Border's, Consumer behavior, Consumer Shopping, Costco, eBay, Genius Bar, Home PCs, iPhone, iPod, Retail, Shopping, Target, Wal-Mart, Windows Vista, Windows XP

Apple users have the fastest Internet connections

metafacts — Tue, 24 Mar 2009 19:35:23 +0000

Apple households have faster Internet connections than Windows households. Only 5% of Apple Home PC Households have a dial-up connection as the fastest in their household, instead of using a high-speed connection such as DSL or Cable. By comparison, non-Apple Home PC households have more than twice the ratio, with 11% connecting through the plain old telephone service.

Don’t try taking away Internet access from Apple households! 76% say the internet is a big part of their home entertainment.

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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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: Apple, Bandwidth, Brands, Cable, Dial-Up, DSL, Internet, Internet Adoption, Market Adoption, Mobile, Mobility, Notebook, POTS

Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge

naiaoneheart — Fri, 20 Mar 2009 19:26:51 +0000

In its earliest days, Apple computers were often snuck into companies. Often, in order to throw IT and accounting departments off the track, they would be expensed as office supplies. Now, Apple is starting to make inroads into homes in a somewhat reminiscent way. While not (yet?) the primary Home PC, as the 2nd or 3rd Home PC, Apple stands a chance to challenge the Windows majority standard.

Apple has not had a dominant share of the overall Home PC market for decades. Still, Apple has raised its rank among U.S. households by recent gains in Home PC purchases.

Apple’s current share of the installed base of Home PCs is 6%, ranking it fifth among PC brands.

Apple’s foothold in homes is not (yet) as the primary PC. Only 5% of these most-used Home PCs are Apple. Where Apple shines is as the 3rd PC, with 8% of 3rd Home PCs, the fifth-ranked position.

: Apple’s Share & Rank in the Home PC Installed Base – Apple Profile Report 2008

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
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?

About MetaFacts

Posted in Apple Profile Report, Consumer research, Market Research, TUP 2008 Tagged: 2nd PC, Apple, Competition, Installed Base, Market Adoption, Microsoft Windows, Multi-PC Households, Penetration, Primary PC, Second PC, Standards, Technology adoption, Trends, Windows