Date: Tuesday, October 6th, 2009, 05:59
If you’ve been having the market share debate with your friends for years (if not decades), this may come as a welcome surprise. Per an article on The Loop, nearly 12% of U.S. computer-owning households now own a Mac according to the NPD Group’s second annual Household Penetration Study. The new report places the market share up three percentage points from the market-research firm’s 2008 findings.
According to the report, 72% of those Mac users have laptops, and are very likely to live in mixed environments, a staggering 85% of those Mac users surveyed also own a Windows-based PC and 66% of those households contain three or more computers, compared with 29% for Windows households.
Those in Mac households are also greater consumers of consumer electronics. The survey found that 63% of Apple households own an iPod, compared to 36% of overall computer owners. 32% own a DSLR camera (versus 12%), while 18% own a 50+” LCD TV (versus 8%).
The report went on to explain that Mac households tended to make more money and thus had additional income for gadgets. In a statement accompanying the report, Stephen Baker, NPD’s vice president of industry analysis, wrote, “36% of Apple computer owners reported household incomes greater than $100,000, compared to 21% of all consumers. With a higher household income, though, it’s not a surprise that those consumers are making more electronics purchases.”
He also said that Apple households own twice as many consumer electronics devices—48—as the average computer household.
The results come from a survey of more than 2300 of NPD’s online panelists.