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Fri, 12 Jul 2002
Are Mac users smarter?
According to a report from Nielsen/NetRatings, Mac users are better educated, make more money, and tend to be more net savvy than PC users. More than half have been online for at least five years, and Mac users are 58 percent more likely than the overall online population to build their own Web page and also slightly more likely to buy goods online.
"With above-average household income and education levels, the Mac population presents a very attractive target for marketers, both online and offline," the research group said.
TS Kelly, director and principal analyst at NetRatings, said that his company decided to publish the study after noticing the differences between the demographics of Mac owners compared with overall PC owners. Kelly said Apple Computer is a client, but he said Apple did not commission the study nor was it made aware of the results prior to the report's publication.
This shows that Mac users are a desirable demographic that shouldn't be ignored, even if there are fewer of us. Software developers, web site producers, and others should read this report and change the way they think about Mac users.