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

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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