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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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Nerds for Macs
By macnerd on 2/19/2008 9:40:39 AM , Rating: 2
Well I can certainly see how the perception of Mac users is encouraged by some of the results of the survey. It doesn't fit completely. Take me for example. I've been working with PC's since the original 8086/8088. I develop software, (VB.Net, Oracle, PHP, Java, C), I don't have an artsy bone in my body. I'm a former Special Operations qualified sniper (SOTIC). I drive a diesel Chevy 2500HD 4X4. I love guns and am extremely conservative and a Christian with 4 boys.

I just got tired of always fixing PC's, more notably Windows OS PCs. People like me, maybe I'm the only one, use Macs because they work. I don't have to work them to get my job done. I got tired of editing .conf files in Unix too. With my Mac's, the computer becomes an extension of what I want to do. Since I got back into using them with OS X arrival, I've never had to reload an OS, never had a virus, never had spyware. Never had to RTFM for getting the machine to just work. That may come across as arrogance, if so, sorry about that. For me it's just passionate belief in a something that works.

"My sex life is pretty good" -- Steve Jobs' random musings during the 2010 D8 conference

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