Is There a 'Mac' Mindset? 'Mac People' Found to be More Open and Superior Than Population...

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

NEW YORK, Jan. 16 /PRNewswire/ -- Mindset Media (www.mindset-media.com),
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 (www.nielsen-
online.com).
(Photo: http://www.newscom.com/cgi-bin/prnh/20080116/NYW072 )
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
others.
"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 www.mindset-media.com.
SOURCE Mindset Media

Jennifer Handshew, of DiGennaro Communications, +1-212-966-9525,
jen@digennarony.com