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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: This is funny..
By Donkeyshins on 2/18/2008 2:03:53 PM , Rating: 2
Yes, but it's not exactly the same - I'll wager a not-insignificant percentage of PC power users out there do the rolling upgrade - e.g. upgrade one component (RAM, video card, processor) at a time and very rarely do a full-blown ground-up build. You can't really do that with an Apple. When was the last time you heard a Mac user say "I'm going to build out a new system and keep the case & PSU from my G4 but buy a new Mac Pro motherboard and then go to Newegg and buy a new Core 2 Duo processor."

Case in point - I can trace my current system back to my original 386DX-25 (with coprocessor!) from 1993 - every upgrade has had at least one piece of hardware that has been carried forward.

RE: This is funny..
By kelmon on 2/19/2008 4:00:17 AM , Rating: 2
This is true but I found that upgrading a component of a PC with any great significance generally required you to upgrade the other components to get the best out of it. The performance increases delivered by my GeForce 4 card were not realised properly until the RAM was upgraded from PC133 to DDR. Small changes don't need system-wide upgrades but anything substantial will probably need big changes all around otherwise you just hit a new bottleneck. There's no compulsion to make these changes but it seems a bit of a waste if you aren't getting the best from your new hardware.

It should be noted that a Mac maintains a good degree of its value so buying a new one is not really all that expensive if you sell the old one unless it is very old.

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