Color me unsurprised, but the Mac vs. PC mentality doesn’t always hold true at home.
The fascinatingly-named 2009 Household Penetration Study from NPD finds that Apple computers are in 12% of US households, up from 9% in 2008.
Ad campaigns aside, the study found that these Mac people don’t mind a little fraternizing with the “enemy:” 85% also have a Windows-based PC at home.
The study also found that Apple owners have more computers (and more laptops) than strictly PC owners, plus they also tend to have more gadget-happy households in general.
While 36% of total computer owning households have an iPod, 63% of Apple households do. About half of Apple owners have some type of navigation system, only about 30 percent of all computer households own one. (I’d link to the full survey, but it’s a 404 — they must be PC people and not have noticed yet).
My household bears these findings out: we’ve got three working Macs, an old corporate PC craptop, one (working) iPod, one no-name MP3 player and a DIY PVR. (Full disclosure: three out of four machines run on open source software — I’m the lone Office user.)
So, are you in an all-Apple household or is there a little PC in everyone?