Understanding market trends seems to be important for all companies in today’s consumer-oriented market. One way to gauge the market scenario is by studying consumer surveys. In its study of U.S. households, the NPD Group concluded that almost 85% of homeowners who have Apple PCs also have a Windows PC.
Apple has managed to pick up sales since 2008, penetrating about 3% more households. Its products being more expensive than Windows, seem to have a direct connection between the affluence of owners and the possibility of finding an Apple PC in their homes. The study that enlisted over 2,300 online panelists, observed that 36% of Apple owners earned above $1,00,000. 72% of them owned a laptop, while only half the number of Windows owning households owned a notebook.
“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. 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,” elaborated Stephen Baker, V P of industry analysis.
Statistically, among the 12% Apple owners in the U.S., 66% of them have three or more PCs as compared to 29% of Windows owners. Apple households comprise 50% of the 30% computer owning households that have any type of navigational system. Also, 63% of them own an iPod among the 36% of iPod owning houses.
Gadget manufacturers may find NPD’s insightful 2009 Household Penetration Study useful in deciding advertising, market penetration, product development strategies and so on.