Brand loyalty not a concern for Apple fans

A recent study carried out by a leading research company has highlighted that Apple computer ownership is on the rise, but these consumers are hardly brand loyal, with 85 per cent also owning a Windows based PC.

According to the NPD Group’s 2009 Household Penetration Study, approximately 12 per cent of all US computer owning households own an Apple computer, which is up from nine per cent in 2008.

But despite this growth it has been discovered that these consumers are decidedly in favour of mixed system environments, with 85 per cent of all Apple owners claiming to also own a Windows PC.

It was also discovered that Apple users tend to own more computers than their Windows counterparts, with 66 per cent owning three or more computers. This is in comparison to just 29 per cent of Windows PC households.

Apple consumers are also more mobile with 72 per cent owning a notebook compared to 50 per cent of Windows customers.

Stephen Baker, vice president of industry analysis, commented on the findings and how Apple users tend to be more tech savvy in general.

“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,” he said. “36 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.”

“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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