Apple products reach 50% of US homes

30 March 2012

NEW YORK: Half of US households now own at least one product manufactured by Apple, the consumer electronics giant, a report has shown.

CNBC, the news channel, Hart Research Associates, the survey firm, and Bill McInturff, the pollster, interviewed 836 adults across the country, finding that 9% of homes owned five of its devices.

The results also revealed that 16% of residences had one Apple product – such as the iPad, iPhone or Mac – while 12% had two and 13% had three or four.

By contrast, people living in 49% of homes did not have access to any of these gadgets. Ownership rates peaked among respondents who were male, had a college education and relatively young.

Penetration hit 77% where individuals earned over $75,000, falling to 28% when this total came in at less than $30,000. Members of the former group had three devices, declining to only 0.6 for the latter.

Overall, 55m households now contain Apple devices, possessing an average of 1.6 of these gadgets apiece.

"It's a fantastic business model - the more of our products you own, the more likely you are to buy more," Jay Campbell, a vice president at Hart Research Associates, said.

"Planned obsolescence has always been a part of the technology industries sales model, but Apple has taken it to a whole new level."

When breaking down ownership by age, uptake reached 63% for both 18-34 year olds and 35-49 year olds, but contracted to 50% for 50-64 year olds, and 26% for those over 65 years old.

Among the other demographic criteria assessed, 61% of homes with children had bought products made by Apple, decreasing to 48% for residences without children.

"It seems parents either want their kids to keep up with technology, or they're trying to keep them busy," the study said.

Political affiliations had little impact on purchase levels, with 56% of Democrats and Republics owning an Apple device. But while 26% of the first group intend to buy one in the coming year, this stood at just 19% for the second.

Data sourced from CNBC; additional content by Warc staff