Laptop Consumers

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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 This is also confirmed by an article by CNET which states that, while the design and hardware are slowly becoming out-of-date, the MacBook Air is still popular on campus.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.

income level

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.

home ownership

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.
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Laptop Consumers - Psychographics

Apple's brand is innovative and is continually integrating new technology in order to attract new customers of younger generations, but the brand has been around long enough to gain attraction from older generations as well. Across the board, Apple customers base their purchases on design, quality, and performance. The brand targets customers based on geographics, demographics, behavioral trends, and psychographic trends. Apple's psychographic trends apply the Cross Cultural Consumer Characterization to classify consumers and identity psychographic trends and focus on the resigned, aspirer, succeeder, and explorer categories.

Though specifics on MacBook Air computers was requested, our researchers were only able to find minimal information on psychographic trends for this specific device. We have included as much information as we could obtain, including information about Apple products in general, as the MacBook Air is included in this category.


Segmentation involves dividing a target audience into groups that focus on specific characteristics. Apple focuses on social class and lifestyle when it comes to the brand's psychographic segmentation. The brand uses Young and Rubicam's Cross Cultural Consumer Characterization, or the 4 C's, to classify their consumers. Apple focuses on four of these classifications for their psychographic segmentation: resigned, aspirers, succeeders, and explorers.


According to the 4 C's, resigned customers are older in age and possess qualities such as rigidity, strictness, and chauvinistic values. They also stick to resigned roles, and they are often past-oriented. They choose brands based on safety, familiarity, and economy, and they are more likely to purchase products aimed at seniors. Their core motivation is survival.

Aspirers are those of younger generations and often have clerical or sales occupations. They are materialistic, acquisitive, and affiliative. They focus more on interesting appearances, charisma, and fashion. Trendy products and services and attractive packaging are more important than the quality of the products or services to those in this group. Aspirers' core motivation is status.

Succeeders are those in top management groups. They are confident, goal oriented, and organized. They have strong work ethics and are supportive of stability and the status quo. Succeeders focus more on caring, protective brands that can provide stress relief, and their brand choices are often those based on prestige. The succeeder's core motivation is control.

Explorers are the youngest group of the 4 C's and typically include students. These consumers are energetic, experience-focused, and excited about challenges and new frontiers. They are often the first to try new brands, and they are more drawn to brands that focus on sensation, adventure, indulgence, and immediate gratification. The explorer's core motivation is discovery.


Apple states that the company's brand marketing focuses on emotion, simplicity, intimacy, and community. However, different consumer groups are targeted for different products.

For devices such as iPhones, iPads, the MacBook Air, and iPods, Apple targets middle and upper class customers who either fall into the resigned, aspirer, succeeder, or explorer categories. These consumers seek a sense of belonging and achievement and focus on self-expression through Apple's devices. They are often determined and ambitious. For services such as iTunes, Mac App Store, iCloud, and Apple Pay, the brand targets middle and upper class aspirers, succeeders, and explorers. Consumers for these products often focus on speed of service and efficiency and are considered to be determined and ambitious.

Operating systems and software such as iOS, OSX, iLife, and iWork also focus on middle and upper class aspirers, succeeders, and explorers. These consumers, like those targeted for Apple's services, also focus on speed of service and efficiency and are considered to be determined and ambitious.

For accessories like Apple TV and Apple Watch, upper class consumers in the aspirer and explorer categories are targeted. Consumers targeted in this category tend to seek the benefits of recreation and self-expression. As with the previous Apple products, these consumers are determined and ambitious.


Around half (54%) of Apple's consumers are loyal to Apple because they have had experience using and purchasing Apple products in the past. 1 in 4 Apple consumers state that they decided to purchase Apple products because they had friends who also had Apple products. Other users claim that using Apple products helps them appear professional when using technological products in managerial positions. Mindset Media also found that consumers who were more open minded were more likely to purchase Apple products.


Apple's brand focuses on the resigned, aspirer, succeeder, and explorer categories from Young and Rubicam's Cross Cultural Consumer Characterization. Resigned consumers value safety and familiarity. Aspirers focus on materialism, charisma, and attractive packaging. Succeeders place emphasis on confidence, organization, and prestige. Explorers value excitement and new frontiers above all. Apple uses this information to successfully direct brand marketing to each category for products known to appeal to them.
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Laptop Consumers - Media Consumption

Apple caters to customers of a wide variety, both demographically and psychographically. They consistently come out with new technology, which caters to millennials, but also have a comforting feel for people who are considered Baby Boomers. In using the demographics and the Cross Cultural Consumer Characterization to categorize customers who buy the Macbook Air from Apple, you can see the relation to media consumption.

Typically, the Macbook Air customers are upper or middle class citizens ages 20-45, who are determined and loyal. They are normally high earners, and fall into one of the four following categories found in Young and Rubicam's Cross Cultural Consumer Characterization: aspirer, explorer, resigned, or succeeder.

There are seven types of people characterized in the Young and Rubicam's 4C's model, four of which characterizes Macbook Users. The first one is aspirer, who is typically a younger individual that is materialistic, likes trendy, aesthetically pleasing products over quality of product, and value their status above all else. Then there is the explorer, who is a young student type that is the first to try new brands, likes adventure, and values the discovery of new products. Next there is the resigned, who is older, strict, likes brands they have known and feel safe with, and values survival. This group is typically represented by Baby Boomers. Lastly, there are the succeeders, who are goal oriented, like to pick their brands based on the rewards and prestige offered, and like to be in control.

Television seems to be the main source of media consumption in all age groups, but the amount of television watched increases in the older age groups. Another big source of media consumption is going on the internet via a computer. This is highest in consumers ages 35-49. Many people choose to watch T.V. online, streaming full episodes through sources such as Netflix (40%), Youtube (26%), network websites (25%), and other sources. Millennial's typically go to Netflix to watch episodes before going anywhere else, with 57% of them doing so. In contrast, 62% of generation X choose to go to live TV first, followed by 53% then turning to DVR. For baby boomers, 77% turn to live TV.

When looking for the news, overall 57% get their news via TV, 38% get it online, 25% get it from the radio, and a small 20% get it from print. In the age group of 18-29, however, the online platform shoots up to 50%, TV moves to 27%, radio drops to 14%, and the print goes down to 5%. Similarly, people in the age group of 30-49 get their news online 49% of the time, and via print 10%, but they also get more of it from TV (45%) and radio (27%). For younger people, about 32% gain news from their social media sites, and 34% from news apps. In general, only 51% of Americans say they are loyal to their news source.

Specifically for users aged 20-45, television and internet use are their main sources of media consumption. On social media, people in this age range are going to click on a news story about 30% of the time. They typically want to watch live TV, about 62% of the time, or watch TV on DVR about 53% of the time. Overall, television is still very important for this age group, and print is outdated for them.

Overall, it seems that most Macbook customers would use their TV or the internet to consume media. Print media consumption is low for all the customer groups Apple is targeting, which means Macbook users don't usually read print items. On the contrary, television use is high for all age groups, and for Apple's target audience of 20-45, the internet is also heavily used. Therefore, the media consumption for Macbook Air users are television and the internet, typically through a laptop or phone.