Computers Can Tell A Lot About Consumers

A recent article discussed how Orbitz offers pricier hotels to its online visitors when they’re using a Mac. The company’s analytics showed that Mac users are more likely to select more expensive hotels. This is a great example of how companies can use analytics to increase their insights and provide more targeted, personalized experiences.

So I decided to look at some of the Temkin Group consumer data to see if we could spot some unexpected differences across Apple, Dell, and HP customers.

As you can see from the data, Apple Mac customers are different in many ways that companies across different industries can take advantage of. In particular, Mac users are:

  • Wealthier, more educated, and younger than the other computer makers and the U.S. population
  • More financially secure, healthier, and happier than the other computer makers and the U.S. population
  • Enjoy watching basketball, hockey and soccer more than the other computer makers and the U.S. population

The bottom line: Sometimes you can learn a lot from a little datapoint

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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