Apple & the future digital home?

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

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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Filed under Consumer research, Market Research, TUP 2008

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