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I think that this research would more likely apply to "new" Mac users. I've been using Apple computers for almost twenty years and the long-time Mac users I know don't seem to share a lot of characteristics other than a tendency to be more... eccentric. lol. This research seems to be phrased to communicate a negative perception though - if they had said Mac users are more likely to be confident, innovative, and self-assured I think more of us would want to agree.

I think this is completely off base

Who came up with this list - was it MindSet Media that actually did research or Unplggd Mac, that just made this up off the top of their heads? if the latter, why should we even spend time on this, if the list wasn't tested and refined with real control groups?

Mac users are more likely to have either a station wagon or a hybrid car or both? Huh? station wagon? aren't these opposites?

And, what about more likely to not even have a car?

Starbucks? What does that question even mean? More likely to go to Starbucks than Dunkin Donuts? What about more likely to go to to an independent cafe, rather than a Starbucks chain? (BTW: http://delocator.net/index.php )

Whoops, I DIDN'T mean to rag on Unplggd - I honestly forgot that was the name of this site!!! Bygones...

I guess I'm a little on edge today...

I think that this mac persona is based on the fact that you see a lot of young and "artsy" people using Macs. Super generalized statements can be made about young people and those involved in the arts... They do all the above more so than a stereotypical Midwestern evangelical stay at home mom. But then you also get the douches who buy Apple stuff mainly for the label. Those are the ones that point their laptop logos towards the lines at the Starbucks, talking on their iphones and wearing the "LOOK AT ME" ipod earplugs. Those are the types that those super generalized statements are made about.

This reads like a litmus test for being a film student in LA. - minus the station wagon.... oh wait those are the hanger-ons who haul equipment. which also reminds me: can you pass film school without being a mac user/convert?

/my totally biased soapbox. oh and the study was conducted using nielsen. hrm.

oh and re: prometheanne- there were more positive findings in the study too

"Openness 5's [the same liberal, superior, less modest grouping]....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."