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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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RE: Really?
By Ringold on 2/18/2008 12:20:36 PM , Rating: 3
5 pair of shoes.. You know they weren't made in the US.

Really Nasty Trade Deficit Estimation:

~ 35 million Apple customers x 5 pairs of shoes x $10 each = 1,750,000,000 annual trade deficit

Assuming they're all cheap-ass sandals, 875 million-ish, assuming they're all nicer shoes, perhaps up to 3.5 - 5 billion extra on the trade deficit.

Also assuming all iTunes users buy 5 each. Big assumptions, big numbers.

RE: Really?
By Penti on 2/18/2008 3:29:09 PM , Rating: 2
And the computers, ipods and other consumer electronics aren't either but hey, Taiwan is getting rich at least.

RE: Really?
By Scott66 on 2/18/2008 4:13:51 PM , Rating: 3
They may not have been made in the US but good chance those sneakers were designed in the states. US companies make the decisions to go outside for production because consumers want to live like they bought the best, but are not willing to pay the full price.

"Paying an extra $500 for a computer in this environment -- same piece of hardware -- paying $500 more to get a logo on it? I think that's a more challenging proposition for the average person than it used to be." -- Steve Ballmer

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