Apple users often like to identify themselves as cutting edge, or more advanced than the average technology customer. New research from Roy Morgan suggests they may be right.
The figures show not only that 51% of Australian Mac users spend money online, compared to 37% of Windows users, but that they spend on average 19% more.
The finding validates the decision of an American travel website, which confirmed earlier this year that it would start detecting whether users connected via Apple or Microsoft operating systems – and then offer Mac users higher priced options.
Roy Morgan internet and technology director Andrew Braun told SmartCompany the website’s announcement partly motivated the new survey – and that its findings warrant further attention from SMEs.
“I think part of the reason Apple users spend more is that they tend to be early adopters of technology, and perhaps a little skewed towards online shopping as a general rule.”
The survey was taken as part of the Roy Morgan Internet Monitor covering the 2011-12 year. On an average four-week period, 51% of Mac users bought online, compared to just 37% of Windows users.
As a result, Braun says businesses should look further at targeting Mac users.
This becomes even more convincing when broken down into further categories. Apple users spend on average 87% more on home entertainment purchases, while 24% of iPhone users are making at least one purchase using their phones during a four-week period, compared to just 5% of Samsung users.
“Apple users are early adopters of not only technology but other internet services. It’s not necessarily a question of age, but the attitude.”
“Apple users tend to be a little more geared towards taking risks. That feeds into this result.”
This issue gained traction in June when US website Orbitz announced that Mac users spent as much as 30% more on its website, so it started detecting operating systems and then charging prices based on that information.
The move is part of a larger trend towards businesses using data as a detection agent to then gear customers towards items and prices they are more likely to buy.
Online electronics store Kogan Tech made a similar move when it announced users on outdated Internet Explorer technology would pay an extra charge for the inconvenience.