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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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Does this work for Volkswagens too?
By SeeManRun on 2/18/2008 11:59:51 AM , Rating: 3
I find people that drive VW's are the same. Even if their car is a total lemon, they love it, and love VW for giving them the honor of driving said lemon. I really see a parallel here.

RE: Does this work for Volkswagens too?
By Transatlantic Foe on 2/18/2008 12:22:10 PM , Rating: 2
I don't know, does this apply to all VWs? I have a 2004 R32 that I bought new, and I've never had a single problem. But I do have friends with Beetles and Jettas and they have problem after problem. Maybe it's just model specific...

By Pneumothorax on 2/18/2008 12:33:49 PM , Rating: 3
Maybe because you bought a REAL VW. Your car is one of the few left still made in Germany. The rest of the jettas/beetles/golfs are german engineered, mexican built cars.

By UNCjigga on 2/18/2008 12:37:12 PM , Rating: 2
Hey now, I bought a 2006 Passat, and while I love the drivetrain I'm *not* happy with the problems I've had and make it a point to tell all my friends about my bad experience! I didn't buy my car for the VW logo, I bought it because there was a good incentive package at the time, the car is beautiful, and I really liked the 2.0T FSI motor. My Toyota dealer was being a prick and wouldn't even let me test drive the Camry (WTF?) and while I loved my previous Accord, the '06 was just *ugly*. If I were to go through the process again now, I'd probably end up with the new Malibu.

By SavagePotato on 2/18/2008 5:04:09 PM , Rating: 2
Brand loyalty in my opinion is something everyone in the world would be better off getting over.

At least blind brand loyalty. It really isn't just Volkswagen you see that with any auto maker. Ford or Chevy enthusiasts, import enthusiasts, you name it there is nothing that touches their favorite brand.

Human nature I guess. In the end it's good to remember all companies are out to rape and pillage your bank account at all costs.

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