NPD: Apple Owners Have More Money and Stuff

Yes, most of us are hardcore computer users here with multiple machines – at least a desktop and a laptop. But surprise – the mainstream Apple computer owner is more hardcore than the average Windows PC owner.

According to research from the NPD Group, Apple computer ownership has risen from 9 percent in 2008 to 12 percent this year. Nearly 85 percent of Apple owners also own a Windows-based PC.

What's more, 66 percent of Apple-owning households have three or more computers, while only 29 percent of Windows PC households can claim the same. Not surprisingly, with the popularity of the MacBook, 72 percent of Apple owners have a notebook, while only 50 percent of Windows owners have a portable.

Taking it a step further, Apple owners also have more electronic gadgets. Ownership of iPod, DSLR, camcorder, LCD TV and navigation devices are far more prevalent in Apple-owning households than those with just Windows machines.

Of course, one strong explanation of this is that Apple computers cost more, and thus are more likely attached to those with more disposable income for electronic luxuries.

“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,” said Stephen Baker, vice president of industry analysis at NPD. “Thirty-six percent of Apple computer owners reported household incomes greater than $100,000, compared to 21 percent of all consumers.

“With a higher household income, though, it’s not a surprise that those consumers are making more electronics purchases,” Baker said.  “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.”

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  • LePhuronn
    And evidently fewer brains - although I maintain the unibody MacBook Pros look sensational (matte screen though) there's just no reason for the massive premium you pay for it.
  • N19h7M4r3
    thats a dumb conclusion... most people that buy a pc arent tech savy's that know everything about computers, most dont have money to buy all that other stuff on the graph, plus i bet that most mac users are rather young individuals with a somewhat degree of education, probably already working in a nice job that can buy them what they need... they may still live with theire parents, or at least they haven't started a family... (not saying its bad, its just a stereotype lol) i may be a pc user, but its just because macs are expensive as everyone knows... cant get as much gamming on it, and i just cant get used to the one button mouse thingy lol...
  • mi1ez
    More money than sense more like!