At last, good news about Windows
Macworld: News: Apple could double market share on Microsoft defections
Consumers are so distrustful of Microsoft that Apple could double its market share due to defections from the Windows operating system, a report by market analysis firm Forrester Research says.[snip]
The low scores for Microsoft could mean good news for Apple as consumers showed their distrust of the Redmond-based software-giant.
“Microsoft faces big consumer defection risk: One measure of consumers’ dissatisfaction with Microsoft is seen in the 5.4 million households that gave it a brand trust of 1 (distrust a lot) or 2 (distrust a bit),” the report said. “Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male and are bigger online spenders. These households know they run Microsoft software but would be just as happy to leave it behind — if they could. Apple could double its PC share by winning Microsoft’s at-risk customers.”
The demographic of Microsoft’s at-risk customers fits well with Apple’s user base, which Forrester describes as “affluent, optimistic about technology and brand aware.”
The study was also done before Apple gave users of its Intel-based Macs the ability to run Windows natively on their computers using a dual-boot configuration.
Forrester had a couple of findings in the report that may be worrisome. One finding is that Apple’s brand recognition fails to encompass the iPod.
“The Apple brand adoption data looks wrong — after all, the company has sold 42 million iPods, far more than the 5.2 million households that claim to use the Apple brand regularly — until you realize that ‘Apple Computer’ is not the same brand as ‘iPod,’ the Forrester report said.
Forrester says that Apple should link the iPod more strongly to the Apple brand in future advertising. This would also link potential customers to the higher margin computer products. ...
It's really rather amazing that Apple hasn't done an "If you like this [iPod], you'll love this [mac mini]" ad campaign.