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

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

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.


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 –

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 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


Leave a Comment

Filed under Consumer research, Market Research, TUP 2008

Comments are closed.