14 DAY TRIAL // Despite the marketing doctrine from both Microsoft and Apple, consumers have ultimately made the choice that Apple and Windows machines can happily cohabitate under the same roof. According to statistics released by the NPD Group, no less than 85% of all U.S. computer owning households with at least one Mac computer also have a Windows-based PC. A total of 2,300 of NPD's online panelists completed a survey revealing that the number of Apple-owning households is on an ascendant trend in 2009. While only 9% of households owned a Mac in 2008, the figure has grown to no less than 12% this year.
However, Apple computer households differ from the homes where Windows PCs are present with predilection, in terms of the sheer volume of devices present. NPD reveals that customers that prefer Apple Macs also tend to acquire more technology than those choosing Windows computers. 66% of Apple owners have three or more computers, while just 29% of Windows users buy multiple machines (three or more).
“While Apple owners tend to own more computers and more electronics devices, there is also a high correlation among Apple owners and more affluent consumer households,” noted Stephen Baker, vice president of industry analysis. “Thirty-six percent of Apple computer owners reported household incomes greater than $100,000, compared to 21 percent of all consumers.”
At the same time, Apple customers are more focused on purchases of mobile computers in comparison to Windows users. No less than 72% of all Apple owning households feature a notebook, whereas just 50% of Windows PC households have a similar device. In addition, Apple computer owners tend to buy more electronic products compared to Windows customers. 63% of Apple households have an iPod, but only 36% of the total number of computer owning households feature a media player from Apple.
“With a higher household income, though, it's not a surprise that those consumers are making more electronics purchases,” Baker added. “The average Apple household owns 48 CE devices whereas the average computer household owns about 24. Apple household owners' actions and purchases can be used by the industry as leading indicators for hot new products and adoption.”