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A new study has some humorous comments at Mac owners' expense, but reveals some serious market trends

Mac users and Mac-loving analysts often use phrases like “the halo-effect” to explain increased sales of Mac computers and OS X due to iPods and iPhones.  Now, the stock market site The Street has created a humorous video analysis that offers up a new explanation for this and more commercial phenomena -- the "snob"-effect.

In the video, The Street says that on average Mac users surveyed were discovered to be “self centered, arrogant, conceited” and truly "snobs".  The site says this has many real commercial ramifications, so all jokes aside, the "snob"-factor warrants serious attention.

Mac users, apparently concerned with self-image, were found to buy tooth-whitening products at a far greater rate than PC users.  Mac users are also more likely to visit Starbucks, buy organic food, and own hybrid cars.  Furthermore, Mac users buy on average 5 new pairs of sneakers a year, well above the average for non-users. 

Mac users prefer notebooks to desktops, station wagons to SUVs.  Perhaps unsurprisingly, Mac users prefer "green" products, even at a higher cost.  Perhaps more surprisingly, Mac users are quite law abiding and are more likely than not to pay for music -- perhaps more due to the popularity of iTunes than their moral inclinations.  Mac users are more satisfied with their purchase than PC users.

Interestingly, people surveyed with an "open personality" were found to be 60% more likely to buy a Mac.  Some of the more esoteric observations on Mac users character are flattering, others aren't.  Mac users were found to be more liberal, socially and politically.  Mac users are also less modest and more assured of their own superiority.

The interesting part about The Street's video, is that while obvious poking a bit of fun at the Mac crowd, it does illustrate some practical market trends that can be exploited for the benefit of more effective advertising and marketing to the growing crowd of Mac, iPod, and iPhone "snobs"

Hopefully there won't be too many hurt feelings, and await a possible comment from Apple Inc. CEO Steve Jobs.

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By ajfink on 2/18/2008 11:19:02 AM , Rating: 2
Just putting a few (lazy) figures on trends and concepts that anyone with any amount of social awareness has known for years.

I'm not talking smack on Macs, they work just fine, but one really must admit they carry certain social connotations with them.

RE: News?
By pomaikai on 2/18/2008 11:43:19 AM , Rating: 2
Agreed. I dont expect anyone who uses a mac to have a good understanding about PC hardware. There PC is a tool. They dont really understand how the tool works, they just know how to use it.

RE: News?
By pomaikai on 2/18/2008 11:45:03 AM , Rating: 2
Before I get slammed, I am referring to memory timings, overclock voltages, multipliers, etc. and how they all relate and work together.

RE: News?
By Omega215D on 2/18/2008 3:12:48 PM , Rating: 2
I beg to differ. I built several gaming Windows based PCs using parts that have a good cost:performance ratio since 2000. My current rig is still an AMD Opteron using DDR1 so overclocking it is no picnic. (I got rid of the Core 2 Duo rig to make way for the new Bearlake chipset).

That being said I bought a new MacBook using a Core 2 Duo for $850 thanks to my mom's retail employee discount. The reason I went with a Mac because I should stuff happen I can hop on the subway to the Apple store and let them deal with it as well as the slim non tapered form of the laptop. I originally wanted a ThinkPad but the one I wanted ended up being $1050 and was noticeably thicker despite being a T61.

The funny thing is I hate the Apple iPod (Cowon D2 and Creative Zen) due to its poor sound, I dislike Starbucks cause I don't like being gouged, I seldom wear sneakers because I'm a construction boot kind of guy. I find those Mac ads annoying as well so not all Mac users are like what many in this forum describe. Of course many of these people are the same who bash Windows Vista for being a hog while I feel Leopard is no different.

RE: News?
By kelmon on 2/19/2008 3:31:26 AM , Rating: 2
Been there, done that, and now simply can't be arsed. I used to build my own gaming systems in years gone by but after a falling out with Windows XP, and generally getting incredibly bored with PC games, I switched to a PowerBook and a MacBook Pro. It is almost certain that your statement applies to most PC owners as well so it is pretty meaningless.

Switching to the Mac now means that I end up in discussions like this instead of the old Intel vs. AMD debates.

"I modded down, down, down, and the flames went higher." -- Sven Olsen

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