A new survey by Hunch has proven what brand managers have been telling us for years: Microsoft users are sheep. At least compared to Mac users, who, the study finds, are more creative and individualistic than PC users. Mac people view the world of conformity and want to be different, opting for colors, retro designs, unique clothing and highly stylized art. PC users, on the other hand think that “the world is different enough” and value conformity.Their aesthetic is “mainstream modern,” (whatever's popular at the moment) and when buying for lifestyle they prefer practicality over design. Mac users also tend towards indie films, “specialized comedians,” and magazines that focus on design. PC users, on the other hand, are 50 percent more likely to like paintings of dogs playing poker.
As opposed to these philistines, eighty percent of Mac users are more likely to prefer ‘modern art,’ which is about as wide an umbrella term you can use, as technically modern art goes back to impressionism at least. (I guess PC users are still stuck on Giotto and Titian, or whatever conformists are into these days).
PC users prefer Ray Romano while Mac users prefer Larry David. Mac users prefer Vespas and David Sedaris while PC users read Sports Illustrated and laugh to Eddie Murphy's antics. PC users prefer trucks and sporting events.
OK, so the results are utterly predictable by this point.
Hunch warns that Apple’s success could end up costing them that portion of their customers who are true individuals.
“There is a real risk at some point that if Apple continues to be successful growing the Mac’s share of PCs, Mac People may lose some of the feeling of uniqueness which the Mac provides for them,” the report concluded. “If these people begin to perceive the Mac as banal and mainstream, it could open the door for an innovative alternative to gain appeal.”
This is a lot easier to do with music or art. With technology, it’s harder to change when the mainstream co-opts your favorite anti-star. It's a lot easier to throw away your PBR shirt than it is to change computing platforms.
Plus, Macs have been mainstream and banal for years.