Apple Computer Business Decision Makers (3)

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Apple Computer Business Decision Makers (3)

The research provides a demographic and psychographic analysis of the UK business decision-makers in buying Apple computers. While it aims to identify the information on the key personal attributes (such as age, gender and race) and personality traits (such as values/beliefs, general interests, and habits) for different types of Apple computers, there is very limited information. Instead, the research selects nine decision-makers in three business sectors (technology, design and creative, and marketing and retail) based on a research interview on Mac vs. Windows-based devices, which highlights the personal attributes and personality traits of the business decision-makers.

Helpful Findings

  • Research in 2017 revealed the categories of business users who choose Apple or Mac computers, namely marketing and corporate coaching, design, and the independent freelancers/entrepreneurs in content production, performance, media and motivational speaking businesses.

Technology Business Sector

  • Business users in the technology sector who were not tech-savvy prefer to use Apple computers. Some large enterprises or entrepreneurs with more employees tend to use both Apple and Windows-based computers, but employees in the creative side of the business, such as design, tend to choose Apple devices. For example:
    • Alex Reichmann, CEO of iTestCash, an e-tailer that sells technologies to retailers for preventing counterfeit products. He grows up in a family that protects people's money and his grandfather invented the counterfeit detector pen. Alex seems to be a person who pursues perfection and a good cause, which is similar to the founder of Apple, Steve Jobs.
    • Igor Sereda, founder of ALM Works, an international software development business. Igor is a software engineer in his mid-40s and has a Bachelor's degree in Computer Science and Math. He founded ALM Works in Russia in 2004. On LinkedIn, Igor follows Simon Sinek, an optimist and book author.
    • Ben Landers, CEO of Blue Corona, an analytics and digital marketing firm. In his early 40s, Ben has a strong marketing background and a Bachelor's degree. One of his references on LinkedIn said Ben is a great and interesting speaker. He co-founded Blue Corona with Bob Perini in 2007.
    • David Batchelor, co-founder of DialMyCalls, a provider of online notification services. David has a strong online sales and marketing background and a Bachelor's degree in Computer Science. In his early 40s, David is good at developing things and follows Richard Branson on LinkedIn. The company was founded in 2007 with its root starting in 1999 when David was in his last year of university.
    • All the above-mentioned entrepreneurs tend to prioritize productivity over the quality of work.

Design and Creative Business Sector

  • Decision-makers and startups in design and creative business tend to choose Apple computers as the only option. For example:
    • Anna McNaught, founder and CEO of The Liked Photo, a photography and Instagram marketing firm. She grows up with Apple computers for her design work and likes efficiency in doing things. She has studied graphic design, likes teaching, and has a Bachelor of Science in Photography. In her late 20s, Anna is an award-winning digital artist and a full-time traveller. After founding The Liked Photo in 2016, she co-founded Leave The Map, a travel blog and creative agency. On LinkedIn, she follows Barbara Corcoran, an inspirational speaker, and Bill Gates.
    • Kimberley Matthews, co-founder of 7 Charming Sisters, an online jewelry retailer on Amazon. There is a lack of public information on Kimberley.

Marketing and Retail Business Sector

  • In the space of marketing and retail, entrepreneurs prefer Apple computers and value personal image and reputation associated with personal belongings, such as cars, watches and office spaces. For example:
    • Zondra Wilson, founder of Blue Skin Care, a manufacturer and distributor of organic skincare products. She has a background in business development and a Bachelor of Arts in Media Communications and Journalism. In her early 40s, Zondra is also the president of 29 Club Productions Company. She has interests in organic ingredients and follows Randi Zuckerberg, founder of Zukerberg Media, and Richard Branson on LinkedIn.
    • Nick Leffler, owner of Exprance, a digital marketing agency. In this early 30s, Nick is a specialist in Web design and has a Bachelor of Arts in Communication Design and a Master of Science in Instructional Design and Technology. He also has two Web design projects running while working for DaVita and running Exprance. He loves to design and always tries to find the right solutions to problems.
    • Dan Salganik, co-founder of VisualFizz, a digital marketing business. He is a digital project manager and has a Bachelor's degree in Business, Finance and Operations Management. In his late 20s, Dan is energetic, creative, organized, detail-oriented, and well-rounded, who would like to go an extra mile for clients, as stated by his references on LinkedIn. Dan follows Cheryl Sew Hoy, a leadership coach, and Brad Keywell, founder of Uptake Technologies, an AI-based product.
    • All of them share something similar, namely valuing money spent on durable goods, such as computers, and appreciate the quality of goods.

Research Strategy

The research looked through a variety of news and articles, LinkedIn profiles, and company Web sites. However, there is very limited information on the personas of IT decision-makers associated with Apple or Mac computers and in the UK market. This type of information is unlikely to be publicly available but is likely sourced through primary interviews or surveys by Apple or consultancies. The research team compiled the profiles of nine business decision-makers who are entrepreneurs and business owners in three business sectors. Although their businesses are based in the US, they are expected to share similar motivations as their UK counterparts, regarding the use of Apple devices, because of the business sector and the type of work they are engaged in. The profiles are based on the research interview in 2017, personal LinkedIn pages, and company Web sites.
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