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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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So true
By phatboye on 2/18/2008 12:43:04 PM , Rating: 2
I have a professor at my college who puts up videos for our class projects. Unfortunately all the videos are encoded using on of Apples proprietary formats embedded on in a web page. Over half of the class is complaining to him that they are unable to view the files correctly from their home computers and instead of placing the blame on apples horrible windows quicktime plugin he goes around telling the class that the problem lies within MS windows and that our computers are infected with spyware. After all the video files work perfectly on his Apple Mac computer. Hell, he even told us that he can view the files perfectly on his IPhone so the problem can’t lie with his files (or somehow the Windows version of the quicktime plugin). He then recommends for all of us to dump our PCs and make the switch to Apple MAC computers. I assured him that my PC isn’t infected with spyware as I am running GNU/Linux and I regularly check my system for problems. He then started rambling on about how it could by my ISP that is blocking me from correctly viewing the content.

RE: So true
By Donkeyshins on 2/18/2008 2:04:51 PM , Rating: 6
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