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Print 116 comment(s) - last by dustbag.. on Feb 20 at 1:31 PM

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: Apple users are funny
By dustbag on 2/20/2008 1:31:41 PM , Rating: 2
Just as WinXP was a derivitive of WinNT but at the same time an evolution of Win98, so OS X was a derivitive of NeXT, and an evolution of OS 9.

Apple provides excellent support for OS X based computers in networks that use standard protocols. They make excellent web and network server hardware, and have well trained techs that can support the few issues that do come up (studies show that for a similar sized user base, an Apple based network and Mac user base requires approximately 1/10 the suppor levels of a similarly configured Microsoft based network). Most of the major business application software vendors (SAP, Oracle Peoplesoft, Intuit) have Mac versions Add in almost no need for anti-virus software and a platform that is highly resistant to malware. In the corporate world, all of this should be a huge consideration in deciding what platform to use.

Bottom line - the majority of the corporate networks today are maintained by large IT organizations trained and familiar with MS products, and they are the ones tasked with developing hardware and software support strategies in the future. For most of them, Apple OS X and its related technologies are like black magic - not because they are too stupid to figure it out, but because there is a training curve with any different technology. So when they hear claims that its easier to support, they don't have the background or information to understand whether those claims are true. And so, they stick with what they know. Just like the cliche from a decade ago that no one ever got fired for buying IBM computers, no one today would get fired for buying Microsoft.

But my point was, that as those students familiar with Apple and OS X move into the corporate world, they wll start to question those paradigms. Some of those people will have used one of the many Apple networks in univeristies today, and start to compare network performance and support costs, and call their IT buddy from college and start to compare notes. Its already happening, and that is one reason Apple server, desktop, and laptop market share is growing.


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