When it comes to people who are planning on purchasing a new computer in the U.S., more of those people, some 32%, are planning to buy a Mac over that of any other brand. This is in comparison to some 28% of people who are planning to buy a Dell, which rates number two, on a survey of some 4,000 people conducted recently by ChangeWave Research.
MacWorld reported that Paul Carton, ChangeWave's director of research, said that Apple's 32% (for planned purchases) seems to be permanent. This is a remarkable considering where Apple was at one point in time, not that long ago.
Apparently, according to Mr. Carton, the 'halo' effect from both the iPod and the iPhone has had a very positive influence on people's intentions to buy a new computer. For example, the Mac's share of intended computer purchases jumped an amazing 6.5% immediately after the first generation iPhone was unveiled, and helping to put to rest any doubts about any 'halo' effect by Apple's critics.
Another factor believed to have contributed to the Mac's number one showing is Apple's customer satisfaction rate, the highest in the industry. Some 81% of all new Mac owners have reported that they are extremely satisfied with their Mac purchases. In comparison, Dell for example, only showed a 58% satisfaction rate, HP a 57% and Acer and Lenovo showed only 48 and 43% satisfaction rates. Clearly, Apple shines over it's competitor's.
There are other reasons that factor into Apple's extremely high customer satisfaction and intended computer purchasing rates. One of these is simply that Apple's famous CEO, Steve Jobs, is a stickler for perfection. Yes, certainly with all of the recent woes surrounding MobileMe and the iPhone G3 issues, Apple is not perfect - far from it, but still, no other company in recent times has been so extremely fussy about each and every little detail of their products. From the MagSafe connector found on all of Apple's laptops, to the fit and finish of their products, the detail of Apple's products is legendary and is now being copied by it's competitors as can be easily discerned by just a quick glance at the raft of iPhone, iPod, download music stores, copy cats. They all have that 'Apple copied' look and feel. This is not a complaint, but rather a vindication of Apple's business model and it bodes well for all consumers, Apple's and that of it's competitors.
Of course, Apple could always do more, and I'm sure they will. However, high-tech is highly competitive and a highly complex business and I expect a lot more snags as Apple continues to innovate and lead the whole tech world in the future. However, that said, warts and all, I expect that if anything, when it comes to consumer satisfaction and intended computer purchases, Apple's 32%, as reported by ChangeWave, will change - upwards! How much higher it will go, I can't say, but as more of the halo effect from the iPhone and iPod take hold, and as Apple introduces more and more innovative products, all that I know, for sure, is that those rates will go up indeed!
And that's my 2 cents 4 this Thursday, August 28, 2008.
Image via: ChangeWave Blog
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