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Study: Apple Mac users more ‘open-minded, liberal, assured of own superiority’ than average person
Thursday, January 17, 2008 - 10:42 AM EST

Mindset Media today released a Mindset Profile of Mac users, which the company generated from a recent study conducted using Nielsen's Online panel.

According to Mindset Media, Mac enthusiasts descending in droves upon Macworld Expo San Francisco this week to see the latest Apple innovations are apt to have a lot in common with the open-minded, liberal population they will find there. The study, with a robust sample of 7,500 respondents, revealed that people who are highly open-minded or, in Mindset Media parlance, "Openness 5's", are 60 percent more likely than people in the general population to have purchased a Mac. These purchasers are also more liberal, less modest, and more assured of their own superiority than the population at large.

Mindset Media defines Openness 5's as those who seek rich, varied and novel experiences, believing that imagination and intellectual curiosity contribute to a life well lived. They are receptive to their own inner feelings and may feel both happiness and unhappiness more intensely than others.

"In a competitive market, like the one for personal computers, many brands compete for the same demographic, and what separates the winners from the losers is often the ability to identify and reach the right psychographic," said Sarah Welch, COO and co-founder of Mindset Media, in the press release. "For the first time, marketers with brands that have distinctive Mindset Profiles, like Apple, can directly reach the people with the personality and attitudes that love what they sell."

Mindset Media is the internet ad network for brands. Using its proprietary psychographic standard, Mindset Media enables brand advertisers to target millions of people with the personality traits that fit their brands in online media buys. The company works in partnership with Nielsen Online to develop consumer profiles that help brand marketers specify their psychographic targets.

Source: Mindset Media

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Jan 17, 08 - 12:33 pm Comment from: ChrissyOne

I'd love to know how 'liberal' became a four letter word, a slap in the face, and a poke in the eye with a burning stick.

Is it because people believe everything they see on TV or hear on the radio? Is it because they can't recognize how pundits influence they way they think by telling them what they want to hear?

The upshot - make people afraid of being 'liberal' and they'll be afraid to be 'open minded'. That's a neat trick.

Have people really gotten this shallow?

Jan 17, 08 - 12:34 pm Comment from: ChrisM

So finally we have some empirical evidence of what many Mac fanatics have been trying to dodge for years. When I read this story on Engadget I immediately had to come here to see what MDN would say. Surprisingly (or maybe unsurprisingly), MDN sat this one out. However, all the commenters circling the wagons has more than made up for it. Let the conspiracy theories begin..... How about this one: Microsoft partially owns and/or paid off the pollster. Maybe someone can tie George Bush and global warming into this too.

Jan 17, 08 - 12:40 pm Comment from: ChrissyOne

Republicans are 87&#xmo;re likely to get their panties in a bunch and spew with indignant rage at the implication that they might be more open minded than their neighbors.

Democrats are 92% more likely to laugh at your gay sex scandal if you are a Conservative Christian.

Jan 17, 08 - 12:42 pm Comment from: Re- Have People Really Gotten This Shallow?

Yes. Greed conquers all.

When the cons have privatized everything and the bottom drops out, they will start to whine about how it was all corrupted by others. It's never their fault.

Funny how Ron Paul gets the fairest shake on Public TV, Radio and liberal media and he is the only true 'conservative' running for the G.O.P. nomination. This despite the fact that he would de-fund CPB in a skinny NY Minute.

The MSM, corporatist to the core, has made their selection already.

Jan 17, 08 - 12:46 pm Comment from: Ampar

"Maybe someone can tie George Bush and global warming into this too."

I blame Karl Rove. And being superior is a real mother.

Jan 17, 08 - 12:46 pm Comment from: ChrisM

@ChrissyOne

If you have no moral code to live up to, your never chastised for anything you do. For those who don't know, part of Christianity is that people are sinfull by nature, thus people mess up. I have more respect for someone who falls and gets up than somone who falls, stays down there and says "this is who I am".

Jan 17, 08 - 12:47 pm Comment from: Ampar

"Must be the left wing conspiracy."


Mmmmm, wings.

Jan 17, 08 - 12:50 pm Comment from: loganson

@ChrissyOne

But I'm purdy on the inside!

knuckle dragging conservative.

Jan 17, 08 - 12:51 pm Comment from: Ampar

" . . . than somone who falls, stays down there and says 'this is who I am'."


"Rocky VII: Lights Out"

Jan 17, 08 - 12:51 pm Comment from: lurker

Conservatives have ruined the Republican Party since Regan came to power. Nixon wanted to get universal health care. Eisenhower warned of the danger of big business controlling the government. Lincoln led the Civil War. How conservative were those ideas?

Jan 17, 08 - 12:51 pm Comment from: mike_in_helsinki

Does this mean that both Willy and Monica use Macs?

Jan 17, 08 - 12:52 pm Comment from: Ampar

To lurker: Brian Regan? That would actually make sense.

Jan 17, 08 - 12:52 pm Comment from: Macromancer

"Liberals and leftists (like Randy Newman) are anti-Capitalists, anti-corporate America, and anti-American."

I LOL'd

Jan 17, 08 - 12:53 pm Comment from: silverhawk

anti-luddite perhaps!

Jan 17, 08 - 12:54 pm Comment from: Buster

"I'd love to know how 'liberal' became a four letter word, a slap in the face, and a poke in the eye with a burning stick."

I blame Anne Coulter for that......

Jan 17, 08 - 12:55 pm Comment from: Buster

hell some of my best friends are conservative, though I wouldn't let one marry my sister.......

Jan 17, 08 - 12:56 pm Comment from: drbyers

you're ALL knuckledraggers in my book... lol.

Jan 17, 08 - 12:59 pm Comment from: lurker

Just as Ron Paul is the only true conservative (Libertarian, not Republican), Mike Huckabee is the only true Christian. Listen to what he has to say about the role of government and the mutual responsibilities of people to each other. It's enough to warm the heart of any liberal. His only problem is that he believes that Creation is a scientific principal rather than an act of God.

Jan 17, 08 - 01:03 pm Comment from: ChrissyOne

@ ChrisM

I respect your belief in your moral code. I resent the implication that I don't have one.

Jan 17, 08 - 01:04 pm Comment from: ChrissyOne

Oh - and when I fall, I get up on my own.

Jan 17, 08 - 01:05 pm Comment from: Scot Murphy

I believe in pay-as-you-go government, balanced budgets, and fiscal responsibility.

I support gay marriage.

I believe in the right to responsible gun ownership.

I believe the individual should be more important than the coporation.

I believe that all people have a responsibility to the greater good.

I believe that government owes it to its citizens to protect them when they are unable to protect themselves.

I love my Mac.

I am SO confused.

Wait, no I'm not.

Jan 17, 08 - 01:07 pm Comment from: Buster

"His only problem is that he believes that Creation is a scientific principal rather than an act of God"

This is a problem? Do you actually believe in Adam and Eve and all that jazz?

Jan 17, 08 - 01:07 pm Comment from: Ampar

While suturing a laceration on the hand of a 70-year-old Texas rancher whose hand had caught in a gate while working cattle, a doctor and the old man were talking about Fred Thompson wanting to be in the White House.

The old Texan said, "Well, ya know, Thompson is a 'post turtle'." Not knowing what the old man meant, the doctor asked him what a post turtle was.

The old man said, "When you're driving down a country road and you come across a fence post with a turtle balanced on top, that's a post turtle." The old man saw a puzzled look on the doctor's face, so he continued to explain, "You know he didn't get there by himself, he doesn't belong there, he can't get anything done while he's up there, and you just want to help the poor stupid bastard get down."

Jan 17, 08 - 01:08 pm Comment from: Grigori

Thanks, ChrisM, for bringing the button-pushing topic of theology into an already sprawling debate.

Jan 17, 08 - 01:17 pm Comment from: kaekae

hmm, I am a mac user by choice, but a windows user by profession, I have a liberal arts education but I am a conservative Christian; and my computer skills are superior to most people I know but I don't know any computer people.
BTW, I am a republican because it matches (for the most part) my political beliefs, I don't have my political beliefs because the Republican party says to. And I have even been known to vote for a Democrat.
BTW-I think conservative is used more often as a dirty word, since the media loves to use it so much - but apparently, they're aren't any liberals left just moderates. :D

Jan 17, 08 - 01:18 pm Comment from: ChrissyOne

@ Scot Murphy

I completely agree with all your points. What party do we belong to, because they all sound nuts to me.

Jan 17, 08 - 01:19 pm Comment from: Ampar

"Do you actually believe in Adam and Eve and all that jazz?"


I had no idea Bob Fosse made a sequel! Was there a dancing snake?

wink

Jan 17, 08 - 01:22 pm Comment from: ericdano

I suppose. However, I think it was in poor taste to have Randy Newman come on stage at MacWorld and play that political song. That had NO place at MacWorld. No place. And it was a terrible song as well.

Jan 17, 08 - 01:26 pm Comment from: ChrisM

@Chrissy

No hard feelings. I didn't say YOU dont have morals, and it was not my intention to imply that at all. I have no knowledge of your moral "uprightedness", not is it my position to judge. My point is that it is generally easier for somone with a reduced set of morals to point fingers at those who have (for lack of a better word) higher, more restrictive moral standards.

Its like critics, they get to rip things to shreds that people worked long and hard on without exposing themselves to any criticism whatsoever. It goes back to the "remove the plank from your own eye before pointing out the speck in others" idea.

Jan 17, 08 - 01:29 pm Comment from: ChrissyOne

@ ChrisM

So who has "higher, more restrictive moral standards."

Ted Haggard? Larry Craig?

It's easy to just say you have higher morals. It's quite a different thing to live you life well.

If you can actually do that, you really don't need to crow about it.

Jan 17, 08 - 01:34 pm Comment from: lurker

@Scot Murphy - You don't seem confused to me, although you could be mislabeled.

@Buster - Doesn't matter what I believe, and I don't care what you or Mike Huckabee believe. Huckabee correctly states that Christianity is about how the believer acts, not how the believer thinks others should act. I appreciate the goodness that would come if every Christian used the 10 Commandments to guide their actions, rather than using them to flog others for their actions. I just can't stand the national embarrassment that would come with electing a President who doesn't know the difference between science and religion.

Jan 17, 08 - 01:37 pm Comment from: ChrisM

@Chrissy

These "rules" or "moral standards" are derrived from the Bible. Not Teg Haggard or Larry Craig. This is an important distinction. People are flawed. You can point to flaws in people all day, in every religion or people group you want. I don't look to people for salvation.

These people obviously were not living up to the moral standards that were set in the Bible. I'd go into the importance of Christ and forgiveness, but I know there are people already fed up with the slight tangent these comments have taken.

Jan 17, 08 - 01:43 pm Comment from: ChrissyOne

Agreed.

In times of uncertainty and doubt like these, I always find comfort when I ask myself:

What Would Keith Moon Do?

I've found there is no struggle in life one cannot overcome if one but simply blows up one's drum kit.

Jan 17, 08 - 01:48 pm Comment from: Superior

I am so much superior than you. I am young, white, male, smart, fun and I use a Mac... wait, where are you going? You don't want to talk to me? I haven't told you half of it yet...

Jan 17, 08 - 01:49 pm Comment from: ChrisM

@Chrissy

That makes me want to play RockBand.

Jan 17, 08 - 01:53 pm Comment from: Buster

@Lurker
"I appreciate the goodness that would come if every Christian used the 10 Commandments to guide their actions, rather than using them to flog others for their actions"
We see eye to eye on that point. I was merely indicating is that evolution is essentially a scientific fact. If he is a religious man AND can understand and keep separate basic scientific principles, then that would be neither a problem nor an embarrassment. That indicates he truly is an intelligent man and a man of FAITH.....real faith.

Jan 17, 08 - 01:54 pm Comment from: ChrissyOne

@ ChrisM

Word.

Jan 17, 08 - 01:58 pm Comment from: PC Guy Answer Man™

The answer to Global Warming.
Privatization of government, tax cuts, deregulation.
The answer to unemployment.
Privatization of government, tax cuts, deregulation.
The answer to problems in education.
Privatization of government, tax cuts, deregulation.
The answer to sub-prime.
Privatization of government, tax cuts, deregulation.
The answer to teen pregnancy.
Privatization of government, tax cuts, deregulation.
etc.

Notice a trend.

Jan 17, 08 - 02:02 pm Comment from: Tex

Libertarian

Vegetarian

Owner of firearms

Don't hunt but support hunting

Dislike taxes

Graphic Artist

Long time Mac user (Illustrator 1.1)

Blow the "pidgin hole" every time

Straight but have no problems with my friends who "bat for the other team" - hey that much less competition!

Jan 17, 08 - 02:08 pm Comment from: Independent

Republicans and Democrats!!!! i'm over that arguement lets bring back ROSS PAEOLE!!!!! Those big ears are proven to make him more intelligent, at least more intelligent than the conservatives.....

Jan 17, 08 - 02:08 pm Comment from: ChrissyOne

@ PC Guy Answer Man™

Yay! We should privatize the military too!!!

Jan 17, 08 - 02:10 pm Comment from: ChrissyOne

@ ROSS PAEOLE!!!!!

Any relation to Ross Peyote?

Or Ross Parole?

Wile E. Coyote?

Jan 17, 08 - 02:14 pm Comment from: independent

wow i should have spelled checked that, its not my fault, i'm conservative "Parole"

Jan 17, 08 - 02:23 pm Comment from: ChrissyOne

The word we're looking for here it "Perot".

I can understand how its slight frenchness might frighten a conservative.

Jan 17, 08 - 02:36 pm Comment from: Latest Trend

The Bushies are now proposing a big spending program/ tax cut to keep the economy from collapse due to all the deregulation/privatization/debt they have piled up while lining the pockets of the top 1% of Americans.

They used to consider such things anathema , but I guess that even they realize that Supply Side eCONomics is as big a farce as Santa Claus, The Loch Ness Monster, the Easter Bunny and the Virus Free Windows PC.

Jan 17, 08 - 03:00 pm Comment from: Farlo

Woohoo!!!! MDN hit-bait.

How 'bout, "Mac users like things that work." instead of hit-baiting? Oh, you get paid for hits? Never mind, then.

Jan 17, 08 - 03:03 pm Comment from: PT

@ChrissyOne

Weren't the Philistines actually more advanced then the rest of the civilizations around them? It's one of those ironic twists of fate....

Jan 17, 08 - 03:05 pm Comment from: PT

Labels are handrails for the unimaginative... (one of my own, thanks!)

Jan 17, 08 - 03:05 pm Comment from: Ryan

I just want to know what kind of survey questions you ask someone to determine if they are "more assured of their own superiority than the population at large."

"Agree/Disagree (circle one) - Everyone around me is pond scum."

Jan 17, 08 - 03:13 pm Comment from: BC Kelly

CrissyOne - the Military already HAS been "privatized" ... KBR, BlackWater, etc

Now, I don't care to get too involved in this discussion of left/right, up/down, right/wrong - is all so much "New Speak" IMHO

But I do wonder about the validity of this type of "study/survey" and the foundational principles of ... what is it? "Mindset Profile"

Sounds like some Social Science theory someone is selling to advertisers. Hope they do get rich from it - like P.T. said, "One born every minute."

Nevertheless

To Any and All Grasshoppers out there:

Check your Zen alignment, and always be prepared to expand your definitions. The wind can shift at any time since the Human Animal has the collective attention span of a gerbil.

Read/follow the link below if you're interested - I would argue it is the 'true' principle of what 'America' is supposed to be about as it was created by the Founding Fathers based on philosophical ideals that took 100s of years to develop.

And could be lost overnight:

http://en.wikipedia.org/wiki/Doublethink


Thanks, BC in Tallytown

Jan 17, 08 - 03:17 pm Comment from: Buster

@PC Guy Answer Man™
The answer to INCREASING Global Warming.
Privatization of government, tax cuts, deregulation.
The answer to INCREASING unemployment.
Privatization of government, tax cuts, deregulation.
The answer to INCREASING problems in education.
Privatization of government, tax cuts, deregulation.
The answer to INCREASING teen pregnancy.
Privatization of government, tax cuts, deregulation.
Yeah I notice a trend.....twit

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