Skip to main content

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.”

  • TemjinGold
    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
    Reply
  • chaohsiangchen
    Basically this report is total garbage. What this report tells are all well-known which one can get the idea by off-loading the thinking to one of his knee. I hope this wasn't done with taxpayer's money.
    Reply
  • 08nwsula
    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.
    Reply
  • Why not just have a "music player" category rather than ask if people own Apple's music player?
    Reply
  • Honis
    Fools and their money are soon parted.
    Reply
  • teraflop122
    "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.'
    Reply
  • pepperman
    Wow... we were just told macs are expensive by survey group, more than 30 years after apple was founded. Shows the efficiency of surveys...
    Reply
  • 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.
    Reply
  • sstym
    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.
    Reply
  • Yoder54
    peppermanWow... we were just told macs are expensive by survey group, more than 30 years after apple was founded. Shows the efficiency of surveys...
    What? Where did it say that? All the article said was the Apple owners have more money than other consumers and are more affluent, have more computers in their homes, and have more tech toys in their homes. What is wrong with that? Nothing wrong with making over $100k a year, owning a Benz, and have a ton of tech toys. What else you gonna do, donate your money to poor Windows users so they can buy a Mac?
    Reply