Study finds people are Macs and PCs

PORT WASHINGTON, N.Y. Although the commercials may have consumers thinking otherwise, Apple and PC users can live together in harmony.

According to The NPD Group’s 2009 Household Penetration Study, approximately 12% of all U.S. computer owning households own an Apple computer, up from 9% in 2008.  Of those 12%, nearly 85% also own a Windows-based PC.

Multiple computer ownership is a common thread in Apple computer households, with 66% of households owning three or more computers, compared to just 29% of Windows PC households.  Apple owning households are decidedly more mobile as well, with 72% of them owning a notebook, whereas only 50% 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% of total computer owning households have an iPod, 63% of Apple households have one. And while almost 50% of Apple owners own some type of navigation system, only about 30% 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, VP industry analysis.  “Thirty-six percent of Apple computer owners reported household incomes greater than $100,000, compared to 21% 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.”