A few years back, Apple had a long-running ad campain, “I’m a Mac, I’m a PC.”
It worked, but why?
Perhaps because it was textbook psychographic targeting, associating the product with a personality type. Maybe this will help explain:
In a recent study (I’m afraid I no longer have access to the source) it turns our more than half of Mac users live in the big city. Meanwhile, PC people are about 18% more likely to live in the burbs and 21% more likely to live in the countryside.
By a wide margin (50% more), Mac people love to throw parties. Or at least say they do. While about 23% of PC people say they’d rather not.
However, nearly 30% of PC people like to fit in with the group. Not so with Mac people, who tend to crave their own “uniqueness,” generally speaking.
PC people lean more to cake and candy snacks. Mac people? They’re about 7% more likely to go for peanuts and potato chips.
PC people tend to like tuna fish sandwiches more. Mac people supposedly favor bistro-type fries.
If you’re PC, you’re more likely to drink California Chardonnay and Pinot Grigio. If you’re Mac, you’ll crack open a Chianti or Cabernet Sauvignon instead.
Believe it or not, Mac people are more likely to think of themselves as tech-savvy nerds.
PC users are 43% more likely, meanwhile, to feel about as comfortable with computers as they are with learning a foreign language. Or so says the poll.
Who watches more “60 Minutes?” The Mac users. And who watches “20/20?” That would be our friends on the PC.
“Moby Dick” is more a Mac novel. And “Great Expectations” leans more toward the PC.
And on it goes.