A study carried out in the United States this year by the research giants, Verto Analytics, found some interesting insight into the tech market; in particular, consumer views when discussing Mac and Windows products.
Who is Verto Analytics?
Verto Analytics provides a consumer-centric measurement solution for monitoring the complex behaviour of today’s consumer on every device, app, and platform used throughout the day.
They strive to provide data and insights that inform marketing, competitive intelligence, media buying, product strategy and development. They collaborate with the likes of Spotify, Netflix, Google, Universal Studios and Sonos.
The analytics firm conducted a poll of current Windows owners, using a test pool of U.S. adults aged 18 and above, and asked the following question:
- Do you plan to buy a Mac as your next computer (either laptop or desktop) in the next 6-24 months?
Verto also went on to ask the current Mac owners in the poll about their intentions to switch to a Windows machine within the next 6-24 months.
The survey presented the research team with stats that some may find surprising, although it may not be too much of a shock to others. The study revealed that 21% of Windows laptop users planned a future switch to Mac, while a mere 2% of Mac owners intended to switch to Windows.
Furthermore, the research showed that the number was higher among Windows desktop users, with a significant 25% saying they planned to make the switch to Mac within the next 6-24 months, and this doesn’t include custom built Macs!
The largest demographic of those planning a move to Mac were in the higher income brackets. However, there was also notable interest among lower earners who were in their teens and twenties; these were the respondents who said they might be anticipating a switch as their income grows.
The Power of the Mac
Consumers are not the only ones who have an appreciation of the value in switching to Mac. When IBM – the multinational technology company – allowed its staff to choose between Windows and Macs just two years ago in 2015, it reported a prominent drop in support calls. Following the noteworthy drop, IBM went on to calculate it had saved $270 (£240) per employee among those who made the switch.
Less than a year ago, in December 2016, Microsoft claimed that more people were switching from Mac to Surface devices than ever before following the supposed “disappointment” of the 2016 MacBook Pro, particularly among professional users.
However, just four months down the line in April of this year, Microsoft said Surface revenue declined 26% in the last quarter. By comparison, Apple reported Mac had a 14% increase in the year-ago quarter, on the strength of a new MacBook Pro. This goes to show that Apple seems to be holding the crown, despite the apparent smokescreens from Microsoft.