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NPD: Apple Owners Have More Money and Stuff

By - Source: Tom's Hardware US | B 77 comments

Mac owners are ballers.

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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  • 43 Hide
    TemjinGold , October 7, 2009 6:17 PM
    Quote:
    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.


    That's probably because the Windows PC can run everything you need while the Mac guy needs another machine to do what he wants. :D 
  • 26 Hide
    08nwsula , October 7, 2009 6:19 PM
    if you're going to waste your money on an apple, you might as well waste it on a bunch of other stuff you probably have no use for.
  • 26 Hide
    teraflop122 , October 7, 2009 6:26 PM
    "the mainstream Apple computer owner is more hardcore"

    Having an excess of money and no sense of what to do with it does not make someone 'hardcore.'
Other Comments
  • 43 Hide
    TemjinGold , October 7, 2009 6:17 PM
    Quote:
    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.


    That's probably because the Windows PC can run everything you need while the Mac guy needs another machine to do what he wants. :D 
  • 26 Hide
    08nwsula , October 7, 2009 6:19 PM
    if you're going to waste your money on an apple, you might as well waste it on a bunch of other stuff you probably have no use for.
  • 8 Hide
    Anonymous , October 7, 2009 6:23 PM
    Why not just have a "music player" category rather than ask if people own Apple's music player?
  • 22 Hide
    Honis , October 7, 2009 6:25 PM
    Fools and their money are soon parted.
  • 26 Hide
    teraflop122 , October 7, 2009 6:26 PM
    "the mainstream Apple computer owner is more hardcore"

    Having an excess of money and no sense of what to do with it does not make someone 'hardcore.'
  • 4 Hide
    pepperman , October 7, 2009 6:27 PM
    Wow... we were just told macs are expensive by survey group, more than 30 years after apple was founded. Shows the efficiency of surveys...
  • 25 Hide
    Anonymous , October 7, 2009 6:31 PM
    So ... they figured out that the guys who bought the most expensive computers have more money and more stuff? I could have told them that for free.
  • 12 Hide
    sstym , October 7, 2009 6:35 PM
    Oh wait! Porsche owners have more money too... and and... People who have a condo no Central Park have more money too!

    Seriously.


    The title of this article should be "Upper class twits spend their cash in a wholly undiscerning fashion".

    Man, I'd hate being the one who paid for that study.
  • 3 Hide
    Hitokage , October 7, 2009 6:48 PM
    All this proves is that people with disposable income can't be bothered to think for themselves.
  • 5 Hide
    gmcboot , October 7, 2009 6:51 PM
    This is so funny. It reported as if it was news and facts. Actually it is a marketing survey. Which means just about nothing. It could be accurate or skewed to meet what the client wants to hear. In the end the data means nothing. I love how they skew the data points.. they have ipods and DSLRs. The rest of us have MP3 players and digital cameras.. ohhh and more money in our pockets!
  • 19 Hide
    jwl3 , October 7, 2009 6:54 PM
    PC users ON AVERAGE are idiots - that's because the entire world uses PC's.

    However, the top 20 percentile of PC users will absolutely decimate the top 20 percentile of MAC users. Do Mac users know how to overclock or even upgrade their components without sending it to the "Apple store? "

    People who buy Macs buy into that idiotic "No viruses or problems" marketing slogan. And the only ones dumb enough to buy that slogan are non-tech people.
  • 5 Hide
    baov , October 7, 2009 6:56 PM
    HitokageAll this proves is that people with disposable income can't be bothered to think for themselves.

    No, but they can think different!
  • 0 Hide
    DjEaZy , October 7, 2009 7:00 PM
    ... really? Must look around, what i have...
  • 4 Hide
    foody , October 7, 2009 7:05 PM
    It's simple. Mac users have more money than brains.
  • 0 Hide
    Anonymous , October 7, 2009 7:06 PM
    Well Duh....

    With more middle schools providing MacBooks to their students, of course there will be more Apple owners regardless of income.

    It's not so much that Apple uses have more money, it's Apple that is catering more to the upper class than to the average person.

    These days, there are more well to do and rich people here in the USA while at the same time, there are many more people who are struggling to make ends meet and those who are just getting by.

    Although I must say, some of those well to do were knocked off their feet this past year what with the recession and job losses.
  • 11 Hide
    precariousgray , October 7, 2009 7:09 PM
    People with lots of money buy things they don't need.

    People with lots of money buy Apple computers.

    ...hmm....
  • 0 Hide
    michaelahess , October 7, 2009 7:15 PM
    I just spent a grand on an Onkyo TX-NR1007, so much more worthwhile than a MacBook. I don't know how many devices I have, I couldn't possibly begin to count, but I've never bought an Apple product for myself or my family.

    I do however have a couple hundred Macs in my collection. I only use an eMac occasionally. Now that I have OSX on my Dell Mini, who needs the Mac hardware?

    It's not so much that Rich people are stupid (though most are,) it's that their apperance to others it greatly inflated over everyone else, that forces logic out of their tiny little brains and allows asthetics to rule their lives. I can't begin to tell you how many very expensive homes I've been in that look wonderful but are functionally inept.
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