Why the Apple Demographic Is So Important to Orbitz and Retailers
June 26, 2012
Many products attract certain personality types. Apple is practically creating its own demographic - one companies like Orbitz are starting to target.
Orbitz found that Apple Mac computer users spend more money than their PC counterparts on hotels per night, and stay in higher-ranked hotels. So it has begun showing Mac users costlier hotels in some search results. (Orbitz notes that it doesn't show higher prices for the same hotel that a PC user sees, and all users can sort search results by lowest price.)
A variety of researchers have taken a crack at defining the characteristics and behavior of the Apple demographic. The average household income for adult owners of Mac computers is $98,560, compared with $74,452 for a PC owner, according to technology market data firm Forrester.
A survey of 24,000 people over the age of 18 in the U.S. from October to December found Mac owners tend to be younger, too, according to consumer data provider BIGinsight.com. Over 41% of Mac owners were 34 years old or younger, compared with 32% for wireless laptop users and
23% for desktop owners, the study found.Owners of other Apple devices had similar traits, with higher incomes than users of BlackBerrys or smartphones running on Google's Android software, according to BIGinsight.
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