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

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209
W: www.roymorgan.com


online shopping, ecommerce, retail, apple, pc,



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