This is from an article in Advertising Age:
“Research from internet ad network Mindset Media confirms the ad’s personification of Mac users as superior and self-satisfied. Its recent Mac user ‘mind-set profile’–a psychographic ranking system that scores respondents on 20 different elements of personality–found them to be more assured of their superiority, less modest and more open of the general population.”
“Far fewer cohesive personality traits emerged among PC owners, likely because of the breadth of PC ownership. Given that 95% or so of all computer users own a PC, those users essentially are the general population. The one area where PC users did stand out as statistically different was in creativity–low creativity, that is. Mindset Media found they tend to be realists who are emotionally steady and work well with what they’re given.”
This makes total sense. I don’t think research really had to be conducted to learn these things, but it is interesting that now there are statistics to confirm it.