Is Apple really in half of US homes?

Chris Davies - Mar 30, 2012
Is Apple really in half of US homes?

With Apple rocketing in the phone, computing and tablet segments, exactly how many pieces of shiny Cupertino hardware are actually in use is a good question: according to new research (and some perhaps shaky extrapolation) half of American homes have at least one Apple device. The average US home has 1.6 Apple devices, according to a survey by CNBC and Hart Research Associates, with 9-percent owning five or more. However, it’s worth noting that just 836 people were questioned.

From those 836 responses – the survey was “conducted by landline and cellphone from March 19 to 22 and has a margin of error of plus or minus 3.4 percent” CNBC says – the researchers suggest that a quarter of households expect to buy at least one more Apple product in the next year. Those homes with at least one device own, on average, three.

“It’s a fantastic business model – the more of our products you own, the more likely you are to buy more,” Jay Campbell of Hart Research Associates suggests. “Planned obsolescence has always been a part of the technology industries sales model, but Apple has taken it to a whole new level.”

Consumer research is always tricky to interpret, and while while we’ve no doubt that CNBC’s research is statistically significant on paper, there’s no escaping that making nation-wide assumptions from 836 responses feels like a stretch. Still, it’s likely music to Apple’s ears, while the idea of another half of US households yet to succumb to the company’s charms only gives it room to grow.

Must Read Bits & Bytes