US Home Mac ownership hits 12 percent - NPD
The NPD Group's 2009 Household Penetration Study, reveals that approximately 12 per cent of all US computer owning households own a Mac, up from 9 per cent in 2008.
The researchers note to that while Apple ownership is growing, the mix favors mixed system environments. Of those 12 per cent, nearly 85 percent also own a Windows-based PC.
From the Press Release:
“Multiple computer ownership is a common thread in Apple computer households, with 66 per cent of households owning three or more computers, compared to just 29 per cent of Windows PC households. Apple owning households are decidedly more mobile as well, with 72 percent of them owning a notebook, whereas only 50 percent of households that have a Windows PC own a notebook.
“Not only do Apple computer owners own more computers (and more mobile computers) than the norm they also tend to own more types of electronics, and more of them, than typical computer owning households. For example, while 36 per cent of total computer owning households have an iPod, 63 per cent of Apple households have one. And while almost 50 per cent of Apple owners own some type of navigation system, only about 30 per cent of all computer households own one.”
"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, vice president of industry analysis. "Thirty-six percent of Apple computer owners reported household incomes greater than $100,000, compared to 21 per cent of all consumers. "With a higher household income, though, it's not a surprise that those consumers are making more electronics purchases," Baker said. "The average Apple household owns 48 CE devices whereas the average computer household owns about 24. Apple household owners' actions and purchases can be used by the industry as leading indicators for hot new products and adoption."
A total of more than 2,300 of NPD's online panelists completed this survey.
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Comments (26)
Did this article just allege a 30% market share growth over one year? I'm sure it didn't just do what I just read.....
Where has this last year been for Apple for the last 20 years? Who knew it took an near-depression to spur the growth of a high-end brand?
wtf is going on here? how does Apple go from 9% to 12% over the worst economic year in its history?
Kinda' scary ain't it?
seriously, where have you been. iphone, ipod alone could amount to more than 2/3 of the gains. Leave the rest to the dependable computers.
Well that makes sense. We have two windows PCs but when we wanted a laptop/notebook, we got a Macbook. I'm trying to rid our house of the main windows PC but my wife is surprisingly reluctant.
When money is plentiful again, I plan to get a new iMac.
One of the noobs said:
"How does Apple go from 9% to 12% over the worst economic year in its history?"
It's not been the worst economic year in Apple's history - it's just been that for the rest of the country. Apple has posted record sales and profits in almost every measure. Micro$oft and the other PC folks, not so much....
One of the noobs said:
"How does Apple go from 9% to 12% over the worst economic year in its history?"
It's not been the worst economic year in Apple's history - it's just been that for the rest of the country. Apple has posted record sales and profits in almost every measure. Micro$oft and the other PC folks, not so much....
"It's not been the worst economic year in Apple's history - it's just been that for the rest of the country. Apple has posted record sales and profits in almost every measure. Micro$oft and the other PC folks, not so much.."
Welcome to Windows 7, Mac fanboys. Your recession will commence, starting October 26th, 2009...
Isn't Windows 7 being released on October 22nd, 2009? Clearly this isn't a topic you should be commenting on...
I have two PCs in my household and both sit in a closet. I just haven't had time to erase the hard drive and then get rid of them.
"NPD Group's 2009 Household Penetration Study"... I love the PENETRATION word in the name ;)
I thought this was a noteworthy exchange. At our team meeting, at a large company where all you'll ever see are Windows PCs, we had a team of 8 or 9 economists at the table. Talking about the Mac, two of us said we already had one. All but one of the others agreed that their next PC would be a Mac.
To me, when Windows has lost the hard-core business users, the economists, it's not a good-looking trend for them.
NPD? Isn#t this a german Nazi-party?
C'mon now. Stop knockin' winders. Don't you like the challenge of whippin' winders into submission and forcin' it to do yore will, like e'mail and stuff.
I can even make it do innernet.
Where's the challenge in havin' a Mac.
Macs just do stuff kinda automatic. Like rowbuts. Where's the fun in thet?
C'mon now. Stop knockin' winders. Don't you like the challenge of whippin' winders into submission and forcin' it to do yore will, like e'mail and stuff.
I can even make it do innernet.
Where's the challenge in havin' a Mac.
Macs just do stuff kinda automatic. Like rowbuts. Where's the fun in thet?
..beacuse it's not a 30% increase in the OVERALL market, but within US housholds owning a computer. I don't know if you've been following, but Apple sells a lot of computers, and the economic crisis hasn't shown any sign of stopping that. And all those computers sold can't just disappear. They have to turn up somewhere, in some statistic. Well, this seems to be it.
I love Macs, I really do, but with the way the economy is, a mac seems more like a luxury than a necessity, specially for most people, you can go to the store and buy a nice laptop for, $400 bucks, why will you pay 1000 for mac, that will do the same, besides 90% of computer users, use there computer to access the net & read emails most of the time. so macs only come handy if you are doing serious Creative work
A Kia or Suzuki will get you from point A to point B, but a Volkswagon, Saab, BMW, etc are a lot more fun and a better value if comfort and reliability are factors you consider important.
Spend $400 bucks and you get a crap computer. Period. When you consider Macs last an average of 1.5 to 2 times longer than PCs in average use, then the price difference is even less of an issue.
Interesting that 85% of Mac users use Windows... I wonder what percentage of Windows users have a Mac?
I'm actually one of those 85%. But if you were to ask the 85% how often they use the Windows box, you'll probably get 90% of them saying very rarely. Before I upgraded to the Mac Pro, I used my PC to open Windows based files. Which was rare to begin with, as most files I work with can be opened on my Mac. But now with the Intel Macs and software like Parallels, VM Ware, or Bootcamp, I haven't used my PC in almost a year.
With the new Macs, you get the best of both worlds. Two systems in one, and a reliable and fast system at that. You definitely get what you pay for with a Mac. As someone else mentioned here, you can spend $400 dollars for a PC laptop, but your really getting low end stuff. Most friends I know that purchased these "cheap" laptops, ended up selling them to get either a $1100 PC laptop, or a Mac Book. It's true, your not just paying for a computer, your also paying for reliablity, ease of use, future proof, fast system. In the long run (and Macs have proven to have more longevity than any PC I've every owned) a few extra bucks is worth that for me.
was being forced to use Vista. After that I dumped my PC and bought a Mac on my own dime for work. Luckily some web apps are finally enabled for the Mac market. Smart companies are making their applications available on non-IE browsers (don't get me going on that one) like Quicken Online.
While I own a Mac and a PC, I am somewhat suspicious of the marketshare jump reported by NPD. I also realize that a survey of 0.00075% of the US population is probably not very accurate. Any survey can give any result you want I suspect this one was done to get Mac peripheral makers to buy more advertising.
They might have a windows PC but do they use it? We had one PC that was given to my wife as a "sorry" present because some software she bought never worked properly. I have one given to me by my company. I run anti-virus software and SAP for expense reports. Now that we switched to a web base system even that one will remain idle.
For many homes a Mac is not expensive. If you have a kid in school you get a $100 education discount and a free iPod. If you buy the crappy windows laptop and the nice iPod at list the price is quite similar.
I went from 4 PC's to 4 Mac's with my most recent purchase (a MacBook) in Dec 2008. All my co-workers are ditching their Windows boxes and moving over to Mac's. I can see how this statistic is possible (at least in my circle of family, friends and co-workers).
Mac's may cost a bit more, but the lack of problems, viruses and crashes make them priceless....
As one who's owned and/or used Apples since 1980 and PCs since 1992 (currently at 4 each), IMHO once Microsoft developed Windows XP any advantage that Apple had went away. There are some nice aspects in the Mac OS but not enough to warrant the added cost. For those who brag on about the reliability of Macs, I would take issue - having encountered the frowny face on startup numerous times. Those conditions resulted in costly repairs. Similarly, the "all in one" design of many Macs, to me, is a disadvantage - it can force you to have to go to the Apple dealer for repairs or upgrades. I prefer to do my own upgrades.
Locally, the schools have dumped the Macs. They too have realized that cost is important. That's why 88% of the market are still PCs. While Macs supposedly do not have a virus problem, that has not always been the case.
From my standpoint, I'm getting rid of my Macs. I found I prefer to use partitioned drives with each OS (Windows XP, Vista, and 7) optimally matched with applications rather than bemoaning incompatibility. I found that if I don't build the machine, I can always get pretty decent bargains at Dell Outlet. As you get older, you may find you have to watch pennies more closely.
I've been a Mac user since 1991. After about 6 months of use, and learning how the Mac works, I've never once taken any of the Macs I've owned since to be repaired. I've upgraded, installed, and repaired everything on my by myself. It's really that easy to figure out.
I do agree with you on the iMac being an all in one. Was never really a fan of that either. I like to be able to upgrade my system. Hence why I've always stuck with desktop systems. Currently own a Mac Pro. Really, just looking at it objectively. When you by a Mac, your pretty much getting two computers in one. What Windows box do you know that can run a Mac OS natively? More and more of PC users I know are switching. A number of those that haven't are rigging their PC's to run Mac OS X.
Any computer will get virus, any. But how many, how bad, and how often is a different story. PCs get hit hard and far more than Macs. I haven't had to deal with Spamware or virii on my Macs in over 10 years, and that's not exaggerating.
I can understand why iphone is popular, but there is only a couple of not so great reasons mac sales increase each year. Most, not all, mac users are misinformed, and to make matters worse, most of them think they are computer experts. They either believe the over exaggerations of ImAMac commercials, or because they see another youtuber with a mac, they somehow got the wrong information that you need a one in order to create good videos. I see teen tubers one after another buy macs to do video and they have no clue what they are talking about, and this also includes 20somethings. Again, I'm referring to a majority, not every one.
IT's the weirdest thing, because on one hand they are informed, but on another, they are missing small bits of information. Their typical perception of windows is that you can't do the videos and it will crash every 5 minutes. I have BOTH leopard osx and windows 7, and can tell you right now that windows 7 is over all better. Having them side by side, I've also seen safari crash more often loading videos or complex pages with java in them. If it's a simple web page it's fine. I've programmed for 30 years, and my 1st computer was an apple. I also used to sell them. So I'm no noob or fanboy. Anything you can do on mac, you can do on pc, including video,music production etc. I have a studio, so I know. In fact, you can do it better on pc because you can render more quickly. How's that? I have an i7 at 3.6ghz, ddr3 1TB hard drive and it's more than double the render speed of a typical imac with core duo which is 3 year old technology. And that home desktop pc only cost $800.
But does the average mac fan understand this? Nope. Also when loading hackingtosh it was flying, lol. But while I like to do comparisons etc, I still find windows a more well rounded way to go. The only slight advantage leopard has it's not getting attacked as often as windows. That's not because osx is some masterfully, specially crafted piece of code that is immune to malware. But apple wants them to think that. Actually if macs magically got 90% market share tomorrow, they'd be hacked to death because they are not as hardened as windows is. A lot of people think it's about viruses, but it's more about malware. That's because it's much harder to penetrate windows at this point. Most attacks are not viral. Macs are also just as easily affected by this, but again it's a numbers game due to low volume sales of apple. So the paradox is that as mac market share grows, the more often it gets attacked which defeats the original intentions. And YES, I know there are those who never get attacked, but there are also windows users that don't either. I'm talking about rising averages. Apple doesn't want people to know it, but waters are getting rougher and that's why they've started suggesting antivirus, and even trying to tighten up security in snow leopard. Being logical, IF leopard was so perfect against viruses/malware there would be no need for their updates or newly included AV suggestions. Just search, "my mac has a virus". Just the fact that they must keep patching holes such as the "picture viewer" one should underline that.
But when you put that one issue aside, I haven't found anything else that mac really offers that is that special, or that different. And it costs ways more. I know since I have leopard and windows 7 right here. That's why I think a lot of people are buying in to mac ads without thinking really deeply. But another factor is the iphone and ipod sales. I know this sounds stupid, but if people like them, they tend to buy macs. I personally think iphone is apple's coolest product, but to buy a mac just to match the iphone is where I think it gets silly.
That said, windows 7 has a lot of new features including this cool new feature that lets you see multiple browsers as little TV screens. Youtube videos appear in the little tv's and update in real time. There are dozens of other enhancements. apple will just have to do better on their next release if they want to keep up, which is what makes for good competition.