According to a recent study by NPD Group, 12% of households that have computers own a Mac, which is up 3% from last year. The outfit's research also shows that 85% of those Mac owners have a Windows-based PC. Some 66% of Apple computer households own three or more computers, compared to just 29% of Windows PC households.
NPD's report suggests that Apple owners are more mobile as well, with 72% of them owning a notebook, as opposed to 50% of Windows PC owners. In addition to owning more computers, Apple computer households are more likely to own an iPod, at 63% versus 36%. The same is true for navigation systems, with about 50% of Apple owners having one compared to only 30% of all computer owners.
There is an obvious explanation for this, which is that Apple computer users tend to have higher household incomes, with about 36% reporting incomes greater than $100,000. More money typical translates to more spending – especially on electronics and gadgets. The average Apple household owns 48 consumer electronic devices, whereas the average computer household owns about 24.