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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: Writing
By Master Kenobi on 2/18/2008 1:18:08 PM , Rating: 3
Apple hardware has nice margins, why would they allow Dell or HP to cut in on those margins?

RE: Writing
By UNCjigga on 2/18/2008 2:43:24 PM , Rating: 1
Because they would charge Dell/HP/etc. a fee for that license? Don't get me wrong--3 years ago if Apple would have proposed something like this, Dell/HP etc. would have laughed in their faces and shared the joke with Microsoft. Nowadays, with Windows Vista failing to win over consumers and Microsoft putting XP on extended life support, I'm not so sure the OEMs would be laughing.

I guess the business case would be based on "Designed for X" licensing revenue + additional sales of OS X vs. cannibalized sales of Mac hardware and additional support costs for OS X. I still think it could work out in Apple's favor.

RE: Writing
By Penti on 2/18/2008 3:45:51 PM , Rating: 2
Not to mention the fact that both Dell and HP orders computers from the same ODMs as Apple. So it's like saying nVidia would manufacture ATi GPUs when they are already manufactured at the same plant. No they couldn't right now since they are later then ATi to move to 55nm but it's kinda pointless for them to use there lines to produce the competitions products. In the short therm it also means they would have to produce less of there other products.

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