Is There a 'Mac' Mindset? 'Mac People' Found to be More Open and Superior Than Population at Large, According to Mindset Media Study

Jan 16, 2008, 00:00 ET from Mindset Media

    NEW YORK, Jan. 16 /PRNewswire/ -- Mindset Media
 (, which operates an online ad network that enables
 brand advertisers to reach millions of people with the personality traits
 that fit their brands, today released a Mindset Profile(TM) of Mac users,
 which the company generated from a recent study conducted using Nielsen's
 Online panel (
     (Photo: )
     According to Mindset Media, Mac enthusiasts descending on San Francisco
 in droves this week to see the latest Apple innovations are apt to have a
 lot in common with the open-minded, liberal population they will find
 there. The study, with a robust sample of 7,500 respondents, revealed that
 people who are highly open-minded or, in Mindset Media parlance, "Openness
 5's", are 60 percent more likely than people in the general population to
 have purchased a Mac. These purchasers are also more liberal, less modest,
 and more assured of their own superiority than the population at large.
     Mindset Media defines Openness 5's as 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
     "In a competitive market, like the one for personal computers, many
 brands compete for the same demographic, and what separates the winners
 from the losers is often the ability to identify and reach the right
 psychographic," said Sarah Welch, COO and co-founder of Mindset Media. "For
 the first time, marketers with brands that have distinctive Mindset
 Profiles, like Apple, can directly reach the people with the personality
 and attitudes that love what they sell."
     About Mindset Media
     Mindset Media is the internet ad network for brands. Using its
 proprietary psychographic standard, Mindset Media enables brand advertisers
 to target millions of people with the personality traits that fit their
 brands in online media buys. The company works in partnership with Nielsen
 Online to develop consumer profiles that help brand marketers specify their
 psychographic targets. For more information, visit

SOURCE Mindset Media