Tuesday, September 11th, 2012 - Roy Morgan Research
Australian Apple Mac users are more likely to shop online than Windows computer users. In fact, 51% of Australian Apple Mac computer users aged 14+ are purchasing products via the Internet in an average four week period, compared to just 37% of Windows users.
 
This data is based on the latest Roy Morgan Internet Monitor for the 12 month period to June 2012.


Online Shopping among Apple Mac Users vs. Windows Users


Source: Roy Morgan Single Source (Australia), July 2011 - June 2012. Base: Apple Mac Users n = 1,403, Windows Users n = 14,239.


In addition to a higher incidence of shopping online, Apple Mac users are also spending more on shopping online.  Apple Mac users who purchase products via the Internet in an average four week period are spending on average 19% more than are Windows users who shop online.


Andrew Braun, Industry Director - Mobile, Internet and Technology, Roy Morgan Research, says:
 
“It’s interesting that not only are Apple Mac users more likely to be purchasing products online (compared to Windows users), but they are also outspending Windows users in certain areas such as Electronics and the Entertainment & Leisure category.  For example, Apple Mac users spend on average 87% more than Windows users on Home Entertainment equipment purchased online.

“Apple iPhone owners are also more likely to shop online using their phone, when compared to other brand Smartphone owners.  24% of Apple iPhone owners are doing at least one online shopping activity by mobile phone in an average four weeks, compared to just 5% of Samsung and 2% of Nokia mobile phone owners.

“These findings show that online retailers could well benefit from targeting Apple Mac users.

“The Roy Morgan Research Internet Monitor provides numerous valuable insights, including the behaviour and consumption habits of Apple Mac and Windows PC users, and the differences between the two user groups.”

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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online shopping, ecommerce, retail, apple, pc,

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