US Home Mac ownership hits 12 percent – NPD

The NPD Group’s 2009 Household Penetration Study, reveals that approximately 12 per cent of all US computer owning households own a Mac, up from 9 per cent in 2008. 

The researchers note to that while Apple ownership is growing, the mix favors mixed system environments. Of those 12 per cent, nearly 85 percent also own a Windows-based PC.

From the Press Release:

“Multiple computer ownership is a common thread in Apple computer households, with 66 per cent of households owning three or more computers, compared to just 29 per cent of Windows PC households. Apple owning households are decidedly more mobile as well, with 72 percent of them owning a notebook, whereas only 50 percent of households that have a Windows PC own a notebook.

“Not only do Apple computer owners own more computers (and more mobile computers) than the norm they also tend to own more types of electronics, and more of them, than typical computer owning households. For example, while 36 per cent of total computer owning households have an iPod, 63 per cent of Apple households have one. And while almost 50 per cent of Apple owners own some type of navigation system, only about 30 per cent of all computer households own one.”

"While Apple owners tend to own more computers and more electronics devices, there is also a high correlation among Apple owners and more affluent consumer households," said Stephen Baker, vice president of industry analysis. "Thirty-six percent of Apple computer owners reported household incomes greater than $100,000, compared to 21 per cent of all consumers. "With a higher household income, though, it’s not a surprise that those consumers are making more electronics purchases," Baker said. "The average Apple household owns 48 CE devices whereas the average computer household owns about 24. Apple household owners’ actions and purchases can be used by the industry as leading indicators for hot new products and adoption."

A total of more than 2,300 of NPD’s online panelists completed this survey.