updated 12:15 pm EDT, Mon October 5, 2009
NPD shows Mac use in US on the rise
Over 12 percent of all US homes have at least one Mac but aren't exclusive to the platform, the NPD Group found in its latest Household Penetration study. The number is a large jump from nine percent just last year, but about 85 percent of these also have at least one Windows PC as well. These homes are also more likely to have three or more computers, at 66 percent, versus just 29 percent for Windows-only homes.
The research attributes these in part to Mac users typically having above-average income levels, which also translates into other electronics. Mac users are appropriately much more likely to own Apple handhelds: 28 percent own an iPod touch versus 9 percent of Windows homes, while 63 percent own some other iPod variant compared to 36 percent of the rest. However, these also tend to own two times as many devices as a whole and own more flash-based camcorders (20 percent versus 5), digital SLRs (32 percent versus 12), 50-inch or larger HDTVs (18 percent versus 8) and GPS units (49 percent versus 30).
Mac users are also noticeably more likely to be portable, as 72 percent of them have at least one notebook where just 50 percent of Windows users claim the same.
As a result of the study, the analysts suggest that companies look to Mac users as early adopters and thus likely indicators of what devices and technologies are about to become popular.