Apple Continues To Score Big With First Time Buyers
[10:26 AM] According to Centris, a research and information services firm, Apple is the number two choice on the minds of people planning to buy computers for the first time. This is according to a report just issued by Centris that claims that 49% of all US households will have computers by January of 1999.

In a staggering aspect of the report, Centris says that some 2.3 million households will buy a computer in the coming 75 days.

"Enticed by lower prices, the desire to support the education of their children and the urge to get online 2.3 million households are expected to purchase their first PC between November 1, 1998 and January 31, 1999."

Apple can expect to claim some 10.1% of that number, or 232, 300 systems, making it the number 2 choice according to the report. IBM was the number 1 choice with 17.4% of buyers planning on buying an IBM machine.

The Mac Observer Spin: 2 key factors in this report are that the sampling was performed from October 26th to November 6th. Apple's US$29.95 per month loan program for iMac buyers was introduced on November 5th, allowing for just one full day of advertising on Apple's part to effect consumer's interest in regards to this report. In addition, Bill Ablondi, the Principal of Market Maps who authored the report for Centris, told Webintosh that they took a conservative approach in compiling the statistics, counting only 1/3 of those respondents who actually claimed they were planning on making a purchase. Those two factors combined could make for a very six-colored christmas indeed.

Mr.Ablondi also told Webintosh that the report shows a 28% increase in purchases over the same period last year when the industry saw some 1.8 million computers purchased during the 3 month period.

One of the telling aspects of this report is the fact that the average amount of money that these households intend to spend was US$2550 with US$1550 of that going for the CPU itself and rest reserved for accessories. This is despite the fact that cheap, low featured PCs are now selling for as little as $399 (a unit was introduced at Comdex for $399 this week), and many systems available for under US$1000. These prices fit perfectly within the range of Apple's current consumer offering, the iMac.

Webintosh sticks to its ongoing predictions that Apple will see in excess of 1 million iMacs sold before the end of 1998.

Market Maps can be contacted at (203) 966-4992 or [email protected].