Study: Apple Mac users more ‘open-minded, liberal, assured of own superiority’ than average person

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


  1. Mac users are more liberal?

    I doubt it. Mac users make more money, pay more taxes, get pissed off at government spending practices and become more fiscally conservative.

    Now, if they said Mac users are better looking, they’d be right. I am the exception that makes the rule on that one.

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

    But, when it comes to gathering all that dirty money from the stellar growth in AAPL (a perfect picture of the wonders of American Capitalism), they are as happy as can be to rake it in.

    So, libs, get over yourself – your actions speak louder than your rhetoric.

  3. Some of us are quite conservative, realize that “open-mindedness” is a myth and we know we are superior. We are superior because we look at the choices and select the best, which makes us superior to the many that simply buy what they have at the office, or that a friend has. Though we may not be superior as in being more intelligent, but the very face that we chose the mac shows that we are better at using our intelligence!

  4. Actually, that is small “l” liberal, not big “L” Liberal. You’ll find that many big “C” Conservatives are quite small “l” liberal. Just look at the out of wedlock teen pregnancies and divorce rates for big “C” Conservative states. Smacks highly of very liberal behaviors.

    Bur I think that much of big “C” Conservative behavior is grounded in low self-esteem. Why else would they spend Sundays and Wednesday evenings supporting a system that tells them how bad they are?

  5. Please, before you all go into your “I am not liberal so therefore this is not true” rant, please understand that they are talking statistics here. While you may be surveying yourself and your buds, they probably did a bit more research than you. That’s their job.

    If someone says “Most Americans are white males” and you say “Wait a minute! I am a black female. This must be wrong!” then you are doing the same thing.

    And to Strange But Interesting – you need to understand that not everyone that disagrees with you is anti-American. We disagree on issues, but that doesn’t make us anti-American. You sound like Dubya and Rove – if you’re not with us then you are the enemy. Please, get over it.

  6. Where did they survey the people?
    If at Macworld, then that is a very slanted Mac group. The diehards. I’ve been to some of the past Geek gatherings and I’ll tell you what, it’s a differnet crowd.

  7. also, before the political spin begins, do yourself a favor and read the article and look up the word “liberal” in the dictionary. hell just mouse however and “ctrl apple d”.

    see, not that objectionable.

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