Recent NPD Group Report Finds Mac Market Share up to 12% in U.S. Households

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Date: Tuesday, October 6th, 2009, 05:59
Category: News

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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.

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