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![Are you this arrogant? NOT DOGMATIC Mindset Media found that Mac users are: In a word: liberal, both socially and politically. They shy away from looking to religious or moral leaders for guidance and believe kids should be exposed to moral circumstances and encouraged to draw their own conclusions. These folks also are more likely touse laptops or notebooks as their main computers and drive station wagons as their main cars. SUPERIOR This is where actor Justin Long's character shines. He effuses superiority over that poor PC guy-not unlike Mac users themselves, apparently. This group has a sense of self-importance and tends to consider themselves "extraordinary," said Sarah Welch, chief operating officer and co- founder of Mindset Media, adding that since this group is assured of its superiority. "Ican see how [the guy in the commercial] isn't offensive to NOT MODEST This is another spot on characterization in the "Get a Mac" campaign and goes hand in hand with the sense of superiority noted above. This not-so modest group may beseen as self centered, arrogant or conceited by others. They also have astrong desire for recognition. OPEN Consumers who tested high in the open- "openness fives"-are 60% more likely to owna Mac vs. a PC. This group is also more likely to buy organic food on a regular basis, drink Starbucks or coffeehouse coffee every day and drive a hybrid car. ECO-MINDED GREENIES In a December study about green-technology Forrester Research found that Mac owners top the list of "bright-green consumers, defined as those who not only have environmental concerns but also would pay more for greener electronics. Some 17% of Apple customers fell into that category, compared with just 12% of the general population intellectually curious and comfortable with emotions than the general population. PERFECTIONISTS These control freaks like They notice the imperfections in things, which stresses out them more than others. "Steve Jobs, from a design perspective, certainly, is a perfectionist, and the Mac users tend to share that trait"Ms. Welch said. This group is more likely to have purchased five or more pairs of sneakers in the past year and use teeth-whitening products. DWITH RPURCHASE Make that "very satisfied." Data collected in early January by ChangeWave Research found that 79% of people who had purchased an Apple computer in the past 90 days were"very satisfied. That compared with 59% and 58%, respectively, of those who bought PCs from competitors Dell and Hewlett-Packard. MUSIC MAVENS Apple users download and pay for far more music than PCowners, NPD Group saidin December. Half of Mac users paid todownload music in the third quarter of 2007, while just 16% of PC owners did. Mac owners also were more likely to buy music CDs (32% vs. 28%) and more likely to listen to music on their computers (56% vs. 31%) than PC owners. For more information contact Mindset Media at Mindset- Mediacom or 914-674-1215.](https://i.kym-cdn.com/photos/images/masonry/000/025/442/2225536453_8ea8383e56_o.jpg)
![Are you this arrogant? NOT DOGMATIC Mindset Media found that Mac users are: In a word: liberal, both socially and politically. They shy away from looking to religious or moral leaders for guidance and believe kids should be exposed to moral circumstances and encouraged to draw their own conclusions. These folks also are more likely touse laptops or notebooks as their main computers and drive station wagons as their main cars. SUPERIOR This is where actor Justin Long's character shines. He effuses superiority over that poor PC guy-not unlike Mac users themselves, apparently. This group has a sense of self-importance and tends to consider themselves "extraordinary," said Sarah Welch, chief operating officer and co- founder of Mindset Media, adding that since this group is assured of its superiority. "Ican see how [the guy in the commercial] isn't offensive to NOT MODEST This is another spot on characterization in the "Get a Mac" campaign and goes hand in hand with the sense of superiority noted above. This not-so modest group may beseen as self centered, arrogant or conceited by others. They also have astrong desire for recognition. OPEN Consumers who tested high in the open- "openness fives"-are 60% more likely to owna Mac vs. a PC. This group is also more likely to buy organic food on a regular basis, drink Starbucks or coffeehouse coffee every day and drive a hybrid car. ECO-MINDED GREENIES In a December study about green-technology Forrester Research found that Mac owners top the list of "bright-green consumers, defined as those who not only have environmental concerns but also would pay more for greener electronics. Some 17% of Apple customers fell into that category, compared with just 12% of the general population intellectually curious and comfortable with emotions than the general population. PERFECTIONISTS These control freaks like They notice the imperfections in things, which stresses out them more than others. "Steve Jobs, from a design perspective, certainly, is a perfectionist, and the Mac users tend to share that trait"Ms. Welch said. This group is more likely to have purchased five or more pairs of sneakers in the past year and use teeth-whitening products. DWITH RPURCHASE Make that "very satisfied." Data collected in early January by ChangeWave Research found that 79% of people who had purchased an Apple computer in the past 90 days were"very satisfied. That compared with 59% and 58%, respectively, of those who bought PCs from competitors Dell and Hewlett-Packard. MUSIC MAVENS Apple users download and pay for far more music than PCowners, NPD Group saidin December. Half of Mac users paid todownload music in the third quarter of 2007, while just 16% of PC owners did. Mac owners also were more likely to buy music CDs (32% vs. 28%) and more likely to listen to music on their computers (56% vs. 31%) than PC owners. For more information contact Mindset Media at Mindset- Mediacom or 914-674-1215.](https://i.kym-cdn.com/photos/images/original/000/025/442/2225536453_8ea8383e56_o.jpg)
