Apple loyalty – still faithful?

[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

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.


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 –

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 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

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