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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 spluurfg on 2/18/2008 3:30:49 PM , Rating: 3
I think it's fairly easy to accept, given the demographics -- Apple products are often marketed to a younger audience, due to their emphasis on design, and are also sold at a premium compared to many competitors.

So what do younger people who can afford to pay that premium do? Buy sneakers (I am guessing young, affluent people might also play a lot of sports?), go to starbucks, be concerned about their image, etc. I find it completely unsurprising that someone who can pay a premium for design is also willing to pay a premium for a 'green' product.

I'm not trying to pass judgement on this -- Honestly I think 'snobbish' is probably a little unfair, since a lot of people out there go to starbucks and buy stuff they don't need, myself included. Though the teeth-whitening statistic is definitely a laugh.


RE: Really?
By Kougar on 2/18/2008 4:05:31 PM , Rating: 4
I still don't quite believe the shoe comments, demographics or not since I fall within that age range. I used to buy a single pair of sneakers a year, because that was as long as they lasted... now for the same price I buy a set of hiking shoes that are more comfortable, great for outdoors use, and have so far lasted me two years without any signs of impending failure and still have half the tread left.

I might expect a woman to buy that many pairs of shoes, but unless it is a guy that heavily plays two or three sports that statistic was just very amusing. Of those Mac users an average of 5 pairs a year makes me wonder just how many was typical for those above the median average. ;)


RE: Really?
By onwisconsin on 2/18/2008 4:16:23 PM , Rating: 2
I know mac users in my family and through my family...Mac users tend to be more "trendy" and seem to have pride about using a mac (read: being arrogant)


"A politician stumbles over himself... Then they pick it out. They edit it. He runs the clip, and then he makes a funny face, and the whole audience has a Pavlovian response." -- Joe Scarborough on John Stewart over Jim Cramer














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