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Here Come The OS Class Wars: Orbitz Finds Mac Users Spend More On Hotels Than Their PC Counterparts
Zero Hedge ^ | 6/25/12 | Tyler Durden

Posted on 06/25/2012 6:21:49 PM PDT by randita

Here Come The OS Class Wars: Orbitz Finds Mac Users Spend More On Hotels Than Their PC Counterparts

Submitted by Tyler Durden on 06/25/2012 20:45 -0400

In a finding that many have subliminally known about for years, but never been actually proven, yet is still quite shocking, the WSJ is reporting that tourism portal Orbitz "has found that people who use Apple Inc.'s Mac computers spend as much as 30% more a night on hotels, so the online travel agency is starting to show them different, and sometimes costlier, travel options than Windows visitors see." Which is not really surprising: after all Mac users tend to "see" far pricier computers too, not to mention "buy." As a result, Orbitz has decided to automatically redirect Mac users: aka the rich, but gullible ones, to seeing hotel offers that are more expensive than those seen by PC users by on average $20-$30. Call it OS screening, and call it perfectly acceptable: because it appears, empirically, that Mac users are perfectly ok with spending more than they have to for virtually anything.

From the WSJ:

Orbitz executives confirmed that the company is experimenting with showing different hotel offers to Mac and PC visitors, but said the company isn't showing the same room to different users at different prices. They also pointed out that users can opt to rank results by price.

Orbitz found Mac users on average spend $20 to $30 more a night on hotels than their PC counterparts, a significant margin given the site's average nightly hotel booking is around $100, chief scientist Wai Gen Yee said. Mac users are 40% more likely to book a four- or five-star hotel than PC users, Mr. Yee said, and when Mac and PC users book the same hotel, Mac users tend to stay in more expensive rooms.

"We had the intuition, and we were able to confirm it based on the data," Orbitz Chief Technology Officer Roger Liew said.

As predictive analytics becomes more entrenched, soon phone companies will be charging iPhone users an additional 50% per call, "just because."

The effort underscores how retailers are becoming bigger users of so-called predictive analytics, crunching reams of data to guess the future shopping habits of customers. The goal is to tailor offerings to people believed to have the highest "lifetime value" to the retailer.

Orbitz first confirmed Mac users' preferences in October and began working them into the complicated mix of factors that determine its search results. The effect isn't always obvious. In tests performed by The Wall Street Journal, search results for hotels in cities including Las Vegas, Orlando, Philadelphia and Boston were the same for both Macs and PCs. A New York search turned up more expensive hotels for Mac users, but only after the first 20 listed.

So far this type of order prejudice appears to have only impacted Orbitz.

Rival travel sites Expedia Inc., Priceline.com Inc. and Travelocity, which is a unit of Sabre Holdings Corp., don't use a person's computer operating system when suggesting hotels, spokesmen said. Apple declined to comment.

Of course, now that Orbitz' "platform targetting" has been exposed, the company can say goodbye to its Mac user base. However, this will hardly be the last time that the "aspiration" consumer segment known as the Macerati is targeted:

Apple users already stand out as big spenders. Nearly half of retailers in a recent study by Forrester Research and Shop.org said users of tablets—a large majority of which are iPads—tend to place bigger online orders than users of laptops or desktops. Shoppers on Apple devices like iPhones also outspend shoppers using Android or BlackBerry devices, accounting for half of all mobile purchases, according to International Business Machines, which tracks data from retailers.

Fashion site Rue La La pays close attention to iPhone and iPad users, who account for 75% of all of its mobile orders, said CEO Ben Fischman.

Which of course means one last thing: soon some journalist will discover that credit card companies targeted Mac users almost exclusively, and that the average Apple buyer is either to their neck in student loans (federally funded of course), or has $25,000 more in credit card debt than the guy next door running PC... and $50,000 more than the guy around the block still slaving under (a far more nimble version of) Linux.

Step aside class, gender and religion wars: here come the OS wars, or who can outspend everyone else, still have the "coolest gadgets", and merely live month to month.

But hey: if one must impress people one doesn't like, and whose operating systems one has no idea how to use, with stuff that makes one spend more money by default, so be it. One doesn't become an aspirational upper-class poseur by not having a Retina screen.


TOPICS: Business/Economy; Culture/Society; News/Current Events
KEYWORDS: mac; orbitz; pc; travel
Hey, PC users aren't paying their fair share.
1 posted on 06/25/2012 6:21:56 PM PDT by randita
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To: Swordmaker

Avoid Orbitz ping.


2 posted on 06/25/2012 6:22:55 PM PDT by randita
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To: randita

Of course, if they have money to way overpay for a computer, they can afford more.


3 posted on 06/25/2012 6:44:51 PM PDT by nickcarraway
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To: randita

Ridiculous. I have Apple everything, but I don’t spend money on motels anymore... I tow an Airstream trailer. LOL


4 posted on 06/25/2012 6:48:08 PM PDT by Gator113 (***YOU GAVE it to Obama. I would have voted for NEWT.~Just livin' life, my way~)
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To: randita

You don’t understand.

When an Apple user rents a motel room, all the furniture is nailed to the floor and the sheets are stapled to the bed.

It looks very pretty and the furniture is arranged just perfectly, so they don’t mind paying the extra price.

However, when a PC user rents a motel room, he sometimes has to do the extra work of moving the chair and table around so he can watch tv just the way he wants and occasionally has to make his bed. This is why he gets a bit of a discount.

And Linux users? They get some boards and nails and get to work.


5 posted on 06/25/2012 6:57:05 PM PDT by Jonty30 (What Islam and secularism have in common is that they are both death cults.)
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To: randita

They probably spend more time coiffing their hair, selecting shirt color, and picking out shoes as well. Bunch of self-obsessed metrosexuals.

Flame away, fanboix.


6 posted on 06/25/2012 7:05:33 PM PDT by Scutter
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To: randita

7 posted on 06/25/2012 7:08:05 PM PDT by Revolting cat! (Bad things are wrong!)
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To: Revolting cat!

I’m just tryin’ to figurte out who got into my office and took that pitcher of my desktop wire knot!


8 posted on 06/25/2012 7:10:07 PM PDT by MHGinTN (Being deceived can be cured.)
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To: Revolting cat!

Yep, and the guys who look at the right spend a lot of time asking the guys on the left how to get their POS from crashing.


9 posted on 06/25/2012 7:15:00 PM PDT by PT57A
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To: PT57A

What’s “crashing”?

(Disclosure: I’ve been a Mac user for over 20 years.)


10 posted on 06/25/2012 7:18:51 PM PDT by randita
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To: randita
Do Linux users get free lodging?
I use both Windows and Linux, but I'll book all my travel from my Linux machine from now on.
11 posted on 06/25/2012 7:19:26 PM PDT by Washi (Surviving the Zombie Apocalypse, one head-shot at a time.)
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To: Washi

Now I’ll have to use Orbitz through a Windows emulator.


12 posted on 06/25/2012 7:26:30 PM PDT by AZLiberty (No tag today.)
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To: Revolting cat!

LOL! Awesome.


13 posted on 06/25/2012 7:36:00 PM PDT by VeniVidiVici (Congrats to Ted Kennedy! He's been sober for two years now!!)
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To: randita

The POS Dell.

1) It’s a Dell
2) It runs Windows
3) Did I mention it was a Dell?

I use both, BTW.


14 posted on 06/25/2012 7:38:57 PM PDT by PT57A
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To: randita

15 posted on 06/25/2012 7:43:46 PM PDT by ari-freedom
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To: Revolting cat!

I’ve got bad news for you if you like the one on the right. You like lots of long, round things getting plugged into your stuff.


16 posted on 06/25/2012 7:46:47 PM PDT by antiRepublicrat
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To: randita

I’ve run into similar situation several times with other websites such as Southwest and Newegg.

I’ve literally had the price of a ticket or an item go up as I refresh the browser. Obviously they mean to nudge the price up a little each time you go back to check on the price so as to get you to lock in. They don’t expect you to sit there and just refresh the browser time after time.

So I usually just use a clean browser in a virtual machine. Private browsing my work just as well as long as the browser is closed before visiting the website the next time.

Recenly Southwest had a killer price on a ticket from Orlando to New Hampshire but I had to buy it before midnight. I logged on too late and no matter what I tried it would not let me get the “pre-midnight” sale price that I saw earlier in the evening.

I have servers on the West Coast so I figured that I could probably get the deal if I logged in through them. Worked like a charm :-)


17 posted on 06/25/2012 7:46:54 PM PDT by VeniVidiVici (Congrats to Ted Kennedy! He's been sober for two years now!!)
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To: randita

There is a sort of history for this. Long ago, cross-platform shareware authors found that their Mac users paid for the software far more than the Windows users. IIRC, one of them said even with the lopsided marketshares of the platforms (less than 10% Macs), he had more registered Mac users.

Mac users are just more willing to pay to get good stuff. It’s obvious, since that’s what they did when buying their computers.


18 posted on 06/25/2012 7:50:33 PM PDT by antiRepublicrat
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To: Revolting cat!

19 posted on 06/25/2012 7:55:17 PM PDT by ari-freedom
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To: ari-freedom

wow he looks like he’s wearing more makeup than a drag queen!


20 posted on 06/25/2012 7:56:58 PM PDT by ari-freedom
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To: antiRepublicrat

21 posted on 06/25/2012 7:58:19 PM PDT by Revolting cat! (Bad things are wrong!)
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To: Revolting cat!

Don't even try to understand what comes up on a web search
22 posted on 06/25/2012 8:01:32 PM PDT by ari-freedom
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To: Revolting cat!

Liking the Surface must mean you’re Richard Simmons, then.


23 posted on 06/25/2012 8:12:49 PM PDT by RegulatorCountry
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To: ari-freedom

Rush is a famous Apple fanatic.


GW with his PowerBook


That's Rev Harry Jackson, crusader against gay marriage and abortion.


Rove loved his iPhone

24 posted on 06/25/2012 8:18:57 PM PDT by antiRepublicrat
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To: antiRepublicrat
Charles Chaplin and his IBM PC.


25 posted on 06/25/2012 8:24:50 PM PDT by Revolting cat! (Bad things are wrong!)
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To: antiRepublicrat
Some Mexican guy named Jesus and his compadres.


26 posted on 06/25/2012 8:26:33 PM PDT by Revolting cat! (Bad things are wrong!)
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To: Jonty30
They get some boards and nails and get to work.

We get nails? Since when?

/johnny

27 posted on 06/25/2012 9:01:48 PM PDT by JRandomFreeper (Gone Galt)
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To: Revolting cat!

Notice Judas with the Mac. :)


28 posted on 06/25/2012 9:15:12 PM PDT by JCBreckenridge (Texas, Texas, Whisky)
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To: randita

Maybe that’s why I get good hotel prices from Orbitz when I use my Commodore 64.


29 posted on 06/25/2012 9:46:21 PM PDT by moovova (Muslims will never know the pleasure of eating BBQ babyback ribs...too bad.)
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To: antiRepublicrat

The rich people vote also went for Obama.


30 posted on 06/25/2012 10:14:03 PM PDT by ansel12 (Massachusetts Governors, where the GOP now goes for it's Presidential candidates.)
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To: ansel12

Apple customers are price insensitive. They know what they want and are willing to pay more for it. They do not care about specs and data that do not affirm their purchase decisions.

THESE ARE THE BEST PEOPLE TO SELL TO.

If I sold a product, I’d want to sell to people like this. I’m not like this, but it’s easy for me to figure out why Orbitz would rather sell to an Apple person than to me.


31 posted on 06/26/2012 1:04:43 AM PDT by wizwor
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To: wizwor

The price differential for comparably equipped systems has all but evaporated over the past decade at retail.

Where a price differential still survives is with the hobbyist builders of Windows computers, dying breed though they are, with even Microsoft beginning to offer out of the box, closed systems.

These are the skinflints who couldn’t give a rat’s patootie about aesthetics and go to extremes in pursuit of cheap, the sort who empty out condiment bins in restaurants and strip hotel rooms of toilet paper, towels, soap and shampoo.

I don’t blame Orbitz at all for sending these people where they’d cause the least embarassment, lol.


32 posted on 06/26/2012 1:26:08 AM PDT by RegulatorCountry
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To: RegulatorCountry

“The price differential for comparably equipped systems has all but evaporated over the past decade at retail.”

I beg to differ...I don’t know what computer mags you look at or stores you go to but Apple computers are always easily some 300 to 500 hundred dollars or more for hardware comparably equipped PC based system and lets not go there on the phone side.

There is more variety in terms of lesser powered PC’s desktops, netbooks, ultra books, and laptops. The big key differences especially with desktops are configurability. And yes, one can still build one’s own system if desired and find that Windows will make all the parts work like one bought “it that way from the dept. store” in the first place!


33 posted on 06/26/2012 1:46:41 AM PDT by mdmathis6 (Kiss the Son!)
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To: randita
My sister and brother in law work in online ad placement. This was known for sometime.

Apple users will often pay more for better (or the perception of better) products. PC users will not.

Not a bad thing for either group, but it does open up niche markets targeting Apple users.

34 posted on 06/26/2012 5:21:27 AM PDT by redgolum ("God is dead" -- Nietzsche. "Nietzsche is dead" -- God.)
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To: randita
Mac Users Spend More On Hotels Than Their PC Counterparts

No kidding. That's because 93.5% of Mac users are spending other people's money.

35 posted on 06/26/2012 5:41:35 AM PDT by meadsjn (Sarah 2012, or sooner)
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To: wizwor

Sure, if I was selling I would love that audience, it is what I do partly base my service business on although I offer something that justifies all of the added price.

I was merely pointing out that the wealthy also chose Obama as their preferred candidate to lead the nation.


36 posted on 06/26/2012 8:38:12 AM PDT by ansel12 (Massachusetts Governors, where the GOP now goes for it's Presidential candidates.)
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To: randita; ~Kim4VRWC's~; 1234; Abundy; Action-America; acoulterfan; AFreeBird; Airwinger; Aliska; ...
Now OS Class wars—PING!


Apple v. Windows class war Ping!

Please, No Flame Wars!
Discuss technical issues, software, and hardware.
Don't attack people!
Don't respond to the Anti-Apple Thread Trolls!
PLEASE IGNORE THEM!!!

If you want on or off the Mac Ping List, Freepmail me.

37 posted on 06/26/2012 2:47:28 PM PDT by Swordmaker (This tag line is a Microsoft insult free zone... but if the insults to Mac users continue...)
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To: randita

When a PC user gets a room, it’s full of bugs and viruses.


38 posted on 06/26/2012 3:33:56 PM PDT by roadcat
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To: ari-freedom

Obama: “Michelle honey, my teleprompter is acting up again! The touching thing on the screen isn’t doing anything.”


39 posted on 06/26/2012 3:39:53 PM PDT by roadcat
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