Mac users in a class of their own

Mac users are the cream of the internet crop, according to recent research which found that the average Mac user is better educated, richer and more web savvy.

Recent statistics published by Nielsen/NetRatings found that 70 per cent of Mac users have a degree, compared with 54 per cent of all web users. They also tend to be at the higher end of the income bracket.

From a technical perspective, the Mac community seems to be more clued up and users are 58 per cent more likely to build their own website. They are also 53 per cent more likely to check out and buy products online.

The research found that Mac users tend to have been familiar with the technology for some time and are likely to stay faithful to Apple. They are also more creative with the use of their computer.

NetRatings said that, as a result, the Mac population represents a very attractive target for online and offline marketers.

"In many cases this is a market which advertisers are looking at when they are promoting new products or upscale products," the research firm said.

But the study also found that, although there are certain benefits to targeting the Mac population, the community is still very small and is difficult to target specifically.