Friday, March 30, 2012

Half of all U.S. households own at least one Apple product: survey

Talk about market saturation: CNBC's All-America Economic survey has found that half of all U.S. households own at least one Apple product.

CNBC polled 836 Americans by phone from March 19 to 22, but about more than what electronics graced their homes. They also asked about the household's spending habits, political bent, and investment practices. The margin of error is plus or minus 3.4 percent.

CNBC estimated that the average U.S. household has 1.6 devices made by Apple. Remember that doesn't necessarily mean an iPhone, iPad, or even iPod touch. It doesn't even necessarily mean a Mac of some type. CNBC also said that of those who don't have any APple products, 10 percent plan to get one within the next 12 months. Of those that already have an Apple product, 25 percent said they would buy another within the next year.

The younger you are, the more educated, and (as you might guess) if you are male and make more money, the more more likely you are to own more Apple products.

shows Apple buyers tend to be male, college-educated, and younger. They’re just as likely to own a home as not. Not surprisingly, the more money you earn, the more Apple products you’re likely to own.

For example:

Income differentiation:
  • Of those making less than $30,000, 28 percent own at least one Apple product
  • Of those making more than $75,000, 77 percent own at least one Apple product
  • Those on the higher end average three Apple products; in the other direction, the average is 0.6 product for lower-income homes
Geographically:
  • 57 percent of homes in the western U.S. have an Apple product, compared to between 47 and 51 percent in the rest of the United States
  • Homes in the Western U.S. average two Apple products, while those in the South average just 1.2.
  • 61 percent of surveyed households with children have Apple devices, as opposed to 48 percent of childless households
In terms of age differentiation:
  • 63 percent of those between the ages of 18 to 34 say they are Apple product owners
  • 63 percent of those between the ages of 35 to 49 say they are Apple product owners
  • 50 percent of those between the ages of 50 to 64 say they are Apple product owners
  • 26 percent of those above the age of 64 say they are Apple product owners
In terms of partisan politics, for once both sides of the aisle agree.
  • 56 percent of the members of each party have at least one Apple product [the report did not discuss Independents]
  • However, while twenty-six percent of Democrats plan to buy an Apple product in the next 12 months, versus only 19 percent of Republicans.
This is great, but despite the fact that Apple is the sweetheart of business right now, we'd like to see how many households had a Microsoft product. Since Windows would be included in that, and considering the market share of Apple computers, we'd say it has to exceed these numbers.


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