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Report: Apple Fourth in Home Notebook Market

Report: Apple Fourth in Home Notebook Market

by , 5:05 PM EDT, September 11th, 2008

In a research report just released, MetaFacts found that Apple has risen to #4 in the home notebook market with about 8 percent market share, driven by Apple's success marketing to younger, higher educated, and higher income households.

The survey consisted of 10,000 U.S. adults. It found that Macs are entering the household as the 2nd or 3rd computer and that Macs are more likely to be used for Website creation, graphics, and personal activities.

Also, the report found that Mac are twice as likely to be used in public places. "If you look around at a Starbucks or cybercafe, you might think the whole world's gone to Apple," MetaFacts Principal Analyst Dan Ness said. "Apple users are very active and use their notebooks in more locations than Windows notebook users."

Other findings included:

  • Workplace Apples are dominated by 5 occupational groups: Teacher, Artist/Designer/Performer, Management, Clerical, Consultants
  • iPod penetration among Apple Households is extremely strong, and also strong in non-Apple households yet with weaker buying plans
  • The installed base of Apple Home computers are newer than the base of Windows Home PCs
  • Apple Households shop differently than non-Apple Households, more likely to be in a Barnes & Noble, Borders, or Target, and less often in a Wal-Mart
  • Apple's retail stores are attracting many non-Apple households, a strong positive sign for Apple
  • The kind of non-Apple households shopping or buying at Apple retail have many more kids, also a strong positive future sign for Apple

The full findings, for sale in a published report, confirm other findings that younger, affluent professionals are making a strong move to Macs, and that the Apple retail stores are bringing in potential Switchers.

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