"Halo effect" in swing

According to ChangeWave's latest consumer PC survey - conducted August 1-8, 2007 - the massive impact of Apple's "halo effect," spurred by consumer interest in the iPod and more recently the iPhone, is resulting in a measurable sales increase and an increased propensity for consumers to consider Macs as their next computers. The survey of 3,665 ChangeWave Alliance members began by asking those who bought a computer in the past 90 days which manufacturer they had bought it from. The survey then asked those planning to buy a computer in the next 90 days which manufacturer they'd be buying from. Based on the results, Apple portable sales have surged to a new all-time high over the past 90 days - up from 12 percent in June to 17 percent currently - an "unprecedented" 5-point move.

Apple desktop sales were more stagnant at 7 percent (down one point). However, a total of 28 percent of respondents who plan to purchase a laptop say they'll get a Mac. Another 23 percent say they'll buy an Apple desktop - up 1 point from the previous survey.

Meanwhile, Dell has taken a huge hit in both past-90-days sales and planned purchase figures. 30 percent of purchasers say they bought a Dell desktop in the past 90 days, representing a 7 point drop for Dell since June. Dell laptop purchases (24 percent) have fallen 4 points to a new all time low. Planned Dell desktop purchases stand at 31 percent, falling 5 points to a new all-time low.

In terms of customer satisfaction, a staggering 86 percent of those who bought an Apple computer over past 90 days report being "Very Satisfied" with their purchase, by far the highest of any manufacturer. Meanwhile, Dell is dead last among PC makers when it comes to customer satisfaction with only 44percent of those who bought a Dell over the past 90 days report being "Very Satisfied" with their purchase, down 9 points since June.

by MacNN Staff