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 a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

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