There are more than 55 million homes in America with at least one Apple product, according to CNBC’s All-America Economic survey. That’s over half of all US households.
Indeed, 16% of households own one device; 12% own two devices; 13% own three to four devices; 9% own five; and 1% own more than five. Overall, the average household owns 1.6 Apple devices.
Of those who own an Apple device already, 25% plan to buy another one within a year. And of those who don’t own an Apple product, at least 10% plan to buy one in the next year.
“It’s a fantastic business model—the more of our products you own, the more likely you are to buy more,” says Jay Campbell, a vice president of Hart Research Associates, which conducts the CNBC survey along with Bill McInturff. “Planned obsolescence has always been a part of the technology industries sales model, but Apple has taken it to a whole new level.”
Apple product owners, according to CNBC’s survey, are well-educated and higher income earners. For example, 77% of those making more than $75,000 per year own Apple products, while only 28% of those earning less than $30,000 own any Apple devices. The brand is popular with users aged 18 all the way to 64, with no significant drop-off in popularity until the 65-plus category.
Apple is especially popular in Silicon Valley and the rest of the West Coast, with 57% penetration (Apple began and remains based in California). And CNBC says that households with kids are about 13% more likely to own an Apple device than those without any.
Chart: CNBC
