Laptop Consumers - Demographics
Based on research findings, demographic information that directly relates to MacBook Air is that the typical user is male, aged between 25-34, and is a college student. In addition, it was found that most college students are aged over 25, which fits the rest of the profile. The other statistics provided below are based on the findings related to Mac users or Apple users in general, as there is limited information on the specific demographics of MacBook Air users alone.
Although I was able to find certain demographics that are specifically related to MacBook Air, these were usually limited to a few areas such as age, gender, and employment. Therefore, I had to expand my search to include the overall market for Macs, with a focus on lower-priced laptops as available. In addition, there were limited sources within the last 2 years, hence most of the latest research findings provided were from 2015.
macbook air us demographics
According to research conducted by Slice Intelligence in 2015 (cited by CNN Tech), a higher percentage of customers who purchase Macbook Air are aged between 25-34. This was confirmed by another article which states that 2 out of every 5 Mac users are younger than 34.
Slice Intelligence notes that men outspend women in all age categories in terms of overall Apple product purchases. An article on marketing statistics confirms this by stating that men outnumber women 2:1 when it comes to purchasing Apple products.
Overall, the target demographic of Mac users include professional managers and executives. According to Delta Computers, the key demographic of MacBook Air laptops are students. This is also confirmed by an article by CNET which states that, while the design and hardware are slowly becoming out-of-date, the MacBook Air is still popular on campus. In addition, Macworld (review site) recommends MacBook Air for students and self-employed people.
According to an article by a marketing expert (Brandon Gaille), the average household income of Mac users is $98,500. Apple targets high-income earners for Mac users in general. However, since it was found that the MacBook Air is mostly used by college students, it would be logical to assume that the average income earned by them would be more in line with the income demographics for MacBook Air. According to the National Center for Educational Statistics (cited by Bizfluent) the average income of a college student in the US is $14,400.
While I was not able to find any pre-compiled research on the race of MacBook Air users in particular. However, I was able to locate data from 2015 stating that there was a 115% increase in Apple products by Asians compared to the previous year (215-100). Purchases by Caucasians dropped by 13% during the same period (87-100). Pew Research for 2015 shows that the 73% of whites/Caucasians owned either a laptop or desktop in the US. which was the highest ownership rate among the races.
According to Tech Infographics, 52% of Mac owners live in the city. This was compared to PC owners where it was found that 18% live in the suburbs and 21% live in rural areas.
level of education
Based on the findings of Tech Infographics, 67% of Mac owners have completed a 4-year college degree or higher. Howver, based on the overall research findings, MacBook Air is commonly used by students who are still in college. In addition it was found that, according to U.S News college rankings, most college students were aged 25 or older in the 2016-17 academic year.
There was no specific information found on the home-ownership status of MacBook Air customers or Mac users in general. However, this figure can be estimated using the latest home-ownership rates for the MacBook Air age demographic which is 25-34. According to the US Census Bureau, 39% of population aged 25-34 own a house (7,490/19,098*100). Based on this information, we can assume that only 39% of MacBook Air customers are homeowners.
In conclusion, the typical demographic profile of MacBook Air users includes males, aged 25-34, white, from the city, who are currently pursuing a college education, and is less likely to by a homeowner. The income level would drastically vary from the typical college student income of $14,400 to $98,500, which is the income earned by the average Mac owner in the US.