Many products attract certain personality types. Apple is practically creating its own demographic – one companies like Orbitz are starting to target.
Orbitz found that Apple Mac computer users spend more money than their PC counterparts on hotels per night, and stay in higher-ranked hotels. So it has begun showing Mac users costlier hotels in some search results. (Orbitz notes that it doesn’t show higher prices for the same hotel that a PC user sees, and all users can sort search results by lowest price.)
A variety of researchers have taken a crack at defining the characteristics and behavior of the Apple demographic. The average household income for adult owners of Mac computers is $98,560, compared with $74,452 for a PC owner, according to technology market data firm Forrester.