Apple's customers are like no others — a rich blend of the most sociologically elite with those seeking elegant, simple computing. Apple's panache has enabled them to maintain some of the highest margins in the industry, while also sustaining a brand loyalty level which is the envy of many. Now Apple is making surprising and measurable progress against Windows’ dominance with a multi-pronged strategy involving broadened retail, mobile computing, and non-computer products and services. In addition to singular demographics, Apple's users have a unique profile in the ways they use their personal computers. Unlike users of Windows computers, a significant portion of Apple's users are active, exploratory, avant-garde and early adopters. The activities they enjoy are unique in the way that they more-often incorporate rich media such as video and music as well as more-active prosumer behavior than many more-passive Windows users. However, just as Apple continues to innovate and pioneer new technologies and ways to creatively enjoy personal computing, there are many other companies that closely trail Apple, and continue to threaten the company's success. This report reveals detailed fact-based findings on: - Apple repurchase brand loyalty - Apple’s position in multiple-PC households as the 2nd or 3rd Home PC - Apple’s position among the installed based of home notebooks - The current core occupational groups using workplace Apples - Why a cybercafé survey might fool you - iPod penetration among Apple Households & non-Apple Households, compared with non-Apple portable MP3 players - The age of Apple Home computers compared with Windows computers - How Apple Home PCs are used differently than Windows PCs - Where Apple Households shop differently than Non-Apple Households - The extent that Apple’s retail stores are attracting non-Apple Households - The kind of non-Apple Households shopping or buying at Apple retail - How Apple digital homes look different than non-Apple homes, and the unique consumer electronics products and services in use and planned use. Based on surveys with more than 10,000 respondents surveyed by telephone and online, the MetaFacts Apple Profile Report 2008 dives into solid survey results to examine the entire range of Apple users, from those with an Apple as their second or third home computer, to those that have simply kept an old Apple around and even those that have cut back using their old Windows computer to switch to Apple. This deeper analysis focusing on Apple versus Windows households, Home PCs and users utilizes the full power of the Technology User Profile 2008 Annual Edition, the longest-running comprehensive survey of Americans, conducted since 1983, the year before Apple introduced the Macintosh. |
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