More Consumers Using Macs, but Mac-Only Households a Rarity

About 33% more households are using Macs compared to a year ago according to The NPD Group’s 2009 Household Penetration Study. Of the 2,300 respondents to the survey, 12% said there’s a Mac in their home compared to 9% last year. However, 85% of households with Macs have at least one PC.

Households with Macs are more likely to have notebooks, multiple computers and other gadgets. According to the survey, 72% of households with at least one Mac own a notebook, but only 50 percent of households without a Mac own a notebook.

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, NPD Group’s 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. 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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