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.