mac vs. pc: are the generalizations true? · mac vs. pc: are the generalizations true? an si 544...

Mac vs. PC: Are the Generalizations True? An SI 544 Project

Jon Cohen, Elaine Engstrom, Noah Liebman, Laura Rodrian

ABSTRACT

In 2006, Apple Inc. introduced a series of tongue‐in‐cheek ads between a personified Mac and PC. The campaign pokes fun at the stereotypes of PC users and claimed disadvantages of the Windows operating system (OS). We wanted to know if the stereotypes are accurate. We surveyed graduate students at the School of Information (SI) to learn about their demographics, behaviors, and technology use. We previously coded each commercial for spoken and observed stereotypes, which informed the design of our survey. 65 students completed the survey ‐‐ this represents approximately 17% of the total SI student body. In general, we found the stereotypes are not significantly associated with the actual behaviors and technology use of SI graduate students. However, not all commercials are unfounded. The commercials significantly (alpha=.05) portray an accurate association between OS and Anti‐Virus Habits, OS and Use of Design Software, and OS and Relationship Seeking Status. The commercials significantly (alpha=.05) portray a false association between OS and Socializing Habits (on Friday Nights).

Mac vs. PC: Are the Generalizations True? | 2

Data Collection Method

Analyzing the Commercials First, we analyzed and defined the stereotypes found in all the mac vs. PC commercials (2006‐2009) based on observations and the dialogue between the people representing Mac and PC. For instance, PC says that PC users wear glasses. We coded each commercial for observed and spoken Mac and PC traits. The coded commercials are available in Appendix Z. Survey Design Based on our analysis of the commercials, we designed survey questions to record the behaviors, traits, and technology use they identify with. This survey was sent to the si.all.open e‐mail list (the open list serv to the School of Information). Survey Demographics The biggest response group to the survey was School of Information students, so we chose the SI students as the sample population and eliminated responses from faculty and staff. We kept responses from students that were also staff members. For question #9, "which operating system do you use for your personal computer", we originally asked the participants to identify themselves as a "Mac OS", "Windows Vista", "Windows XP", or "Other", but later we decided to combine the "Windows Vista" and "Windows XP" into a "Windows" category to analyze the data. Gender (Q14) Age Distribution (Q15) Operating System (Q9) Female 42 65% 18‐22 7 11% Mac OS 32 49% Male 23 35% 23‐26 33 51% Windows 31 48% Total 65 100% 27‐30 11 17% Other 2 3% 31‐45 13 20% Total 65 100% 45+ 1 2% Total 65 100% Statistical Analysis Hypothesis We analyzed the survey data to address the following hypothesis:

H0: The commercials do not accurately associate the behaviors, traits, and technology use of Mac and PC users.

H1: The commercials accurately associate the behaviors, traits, and technology use of Mac and PC users.

Significance Level Because of the relatively small sample size, our standard to determine statistical significance was at alpha = 0.05.

Method In our analysis, we were working with two variables: the independent variable was the type of operating system used (either Mac OS or Windows), and the dependent variable was a specific behavior, trait or technology use. For example, we measured the significance of correlation between OS and physical fitness level; between OS and relationship status; and so on.


Two different tests were used to analyze the data. Since all of the information that we compared was categorical, a chi‐squared test was used for most observations. The test was run after tabulating the data. In some cases, the expected values returned were very small, so we followed up with a Fisher's exact test. For one of the survey questions – "On your computer, how often you do perform the following tasks?" – responses were in the form of a Likert scale. To analyze this, the responses were converted into numerical values (1‐7). A 1‐way anova was run on this data to determine the significance of correlation across the means of responses. Our Findings Significantly Accurate Associations 1) Relationship Status: Of those not in a committed relationship (married or dating), we found Mac Users are significantly more likely to be "On The Prowl" than PC Users, as opposed to those who just listed themselves as "Single." (p‐value = 0.02719) PC Users are more likely to be single, but not looking to mingle. (see bar chart below) 2) AntiVirus Software: PC Users are significantly more likely to use anti‐virus software on a regular schedule. (p‐value = 0.0002031) Most Mac users reported "Never" scanning their computer for security threats. (see bar chart below) 3) Design Software: Mac Users use design software significantly more than PC Users. (f‐value = 5.8254, p‐value = 0.004839) Responders specified how frequently they use different categories of software on a likert scale; 1 represented "Never" and 7 represented "All the time!" The median for Mac Users was approximately 1.5 points higher than PC Users. (~3.5 vs. ~2). (see box plot below) Significantly False Associations 1) Social Activity: PC Users are significantly more likely than Mac Users to socialize with other people (on Friday Nights). (p‐value = 0.04044) To avoid biasing responses and/or invoking negative feelings associated with being anti‐social, possible answers to the question were indirect ‐ "Given a choice, what would you prefer to do on Friday Night?" included "Stay In," "Catch up on work," "Party," "Night on the town," "Hang with my close friends." We grouped these responses into two discrete categories: Be Alone (Stay In, Catch Up On Work), and Be With Others (Party, Night On The Town, Hang With My Close Friends). (see bar chart below) Non‐Significance The characteristics we observed that did not have statistically significant correlations included: level of physical fitness, pants style at work, eye glasses use, brain type, gender, word processing software use, spreadsheet software use, presentation software use, computer usage for programming, media organization software use and relationship status.


Biases As with any survey, there are likely many biases in the data that was collected. First, only data was collected from individuals who self‐selected themselves to participate in the survey. Participants may have other similar characteristics that have some correlation. Second, there may be static in the data due to the actual survey design (for example, "on the prowl" may be interpreted differently by different people, resulting in different responses for the same circumstance). Finally, we must note that students at the School of Information are a unique population of computer users, and results observed here are not likely indicative of the computer user population as a whole (across the university or the population at large). Conclusion In general, we found the stereotypes portrayed by Apple's ads are unsupported by the data. Our survey reveals three statistically accurate stereotypes and one statistically false stereotype. Ten other stereotypes we analyzed proved non‐significant. To be clear, our results are only applicable to the SI graduate student population. Regression for other populations will require additional data from representative samples.


Appendix A: Survey Questions

Couch Potato

Walk

Jog

Run

Marathon

Jeans

Dress Pants

Yes

No

Left (analytical)

Right (creative)

SI544 W09 - Course ProjectThanks for taking our three minute survey! Questions may seem random, but we have a master plan... =)

We don't ask for any personally identifiable information and you're free, of course, to stop at any time.

What is your level of physical fitness?

At your most recent job, what style of pants did you wear most of the time?

Do you regularly wear prescription glasses?

Which side of the brain do you identify with the most?

SI544 W09 - Course Project http://si544w09.wufoo.com/forms/si544-w09-course-project/

1 of 5 4/8/09 11:29 AM


On your computer, how often you do perform the following tasks?

Never Rarely Occasionally Average OftenMost of

the time

All the

time!

Word Processing1 2 3 4 5 6 7

Spreadsheets1 2 3 4 5 6 7

Presentation1 2 3 4 5 6 7

Media Organization(Photos, Videos) 1 2 3 4 5 6 7

Design (Images,Diagrams, Layout) 1 2 3 4 5 6 7

Programming1 2 3 4 5 6 7


2 of 5 4/8/09 11:29 AM


Married

Dating

On the prowl

Single

Catch up on work

Stay in

Hang out with my close friends

Night out on the town

Party

Daily

Weekly

Monthly

Whenever I remember

Never

Windows XP

Windows Vista

Mac OS

Other

Never Rarely Occasionally Average OftenMost of

the time

All the

time!

What is your relationship status?

Given the following options, what would you most like to do this Friday night?

In the last year, approximately how often did you run an anti-virus scan on your primary personal

computer?

What operating system do you currently use on your primary personal computer? (select only one)


3 of 5 4/8/09 11:29 AM


Yes

No

Windows XP

Windows Vista

Mac OS

Other

Ross Business School

School of Information

Other (please describe)

Graduate Student

Faculty

Sta!

Other (please describe)

Male

Female

18-22

If you have used Windows Vista on your primary personal computer, did you "downgrade" to

Windows XP?

In the last three years, what operating systems have you used on your primary personal computer?

*please check all -- that's right, all -- that apply*

What is your department a!liation at the University of Michigan?

Which of the following best describes your occupation? (we assume most participants will be from

the U of M)

What is your gender?

Please select the age bracket that applies to you.


4 of 5 4/8/09 11:29 AM


23-26

27-30

31-45

45-212


5 of 5 4/8/09 11:29 AM


Appendix B: Commercial Encoding


Appendix C: Analysis Results

Stereotype Commercial Null Hypothesis Alternate Hypothesis Cell Counts P-Value

OS and Physical Fitness

H0: There is no significant difference between the physical fitness of Mac and PC Users

H1: There is a significant difference between the physical fitness of Mac and PC Users

p-value = 0.8208

OS and Pants Style at Work

H0: There is no significant difference between the style of pants worn to work by Mac and PC Users

H1: There is a significant difference between the style of pants worn to work by Mac and PC Users

p-value = 1

OS and Eye Glasses Use

H0: There is no significant difference between the eye glasses use of Mac and PC Users

H1: There is no significant difference between the eye glasses use of Mac and PC Users

p-value = 0.9669

OS and Self-Described Brain Type

H0: There is no significant difference between the self-described brain-type of Mac and PC Users

H1: There is a significant difference between the self-described brain-type of Mac and PC Users

p-value = 0.7921

OS and Software Usage: Word-Processing

H0: There is no significant difference between the usage of word-processing software of Mac and PC Users

H1: There is a significant difference between the usage of word-processing software of Mac and PC Users

F-value = 1.0015 p-value = 0.3733

OS and Software Usage: Spreadsheets

H0: There is no significant difference between the

H1: There is a significant difference between the

F-value = 0.451 p-value = 0.6391


usage of spreadsheet software of Mac and PC Users

usage of spreadsheet software of Mac and PC Users

OS and Software Usage: Presentations

H0: There is no significant difference between the usage of presentation software of Mac and PC Users

H1: There is a significant difference between the usage of presentation software of Mac and PC Users

F-value = 1.6528 p-value = 0.2000

OS and Software Usage: Programming

H0: There is no significant difference between the usage of programming software of Mac and PC Users

H1: There is a significant difference between the usage of programming software of Mac and PC Users

F-value = 1.4136 p-value = 0.2511

OS and Relationship Status

H0: There is no significant difference between the relationship status of Mac and PC Users

H1: There is a significant difference between the relationship status of Mac and PC Users

p-value = 0.06975

OS and Software Usage: Media Organization

H0: There is no significant difference between the usage of media organization software of Mac and PC Users

H1: There is a significant difference between the usage of media organization software of Mac and PC Users

F-value = 3.1129 p-value = 0.05161

OS and Relationship Seeking Status

H0: There is no significant difference between the actively searching for love status of non-committed Mac and PC Users

H1: There is a significant difference between the actively searching for love status of non-committed Mac and PC Users

p-value = 0.02719


OS and Friday Night Socializing

H0: There is no significant difference between the Friday Night social habits of Mac and PC Users

H1: There is a significant difference between the Friday Night social habits of Mac and PC Users

p-value = 0.04037

OS and Friday Night Socializing: Be with People or Be Alone

H0: There is no significant difference between whether people want to be alone or with others and Mac and PC Use

H1: There is a significant difference between whether people want to be alone or with others and Mac and PC Use

p-value = 0.04044

OS and Anti-Virus Habits

H0: There is no significant difference between the anti-virus habits of Mac and PC Users

H1: There is a significant difference between the anti-virus habits of Mac and PC Users

p-value = 0.0002031

OS and Software Usage: Design

H0: There is no significant difference between the usage of design software of Mac and PC Users

H1: There is a significant significant difference between the usage of design software of Mac and PC Users

F-value = 5.8254 p-value = 0.004839

OS and Gender Difference

H0: There is no significant difference between the gender makeup of Mac and PC Users

H1: There is a significant difference between the gender makeup of Mac and PC Users

p-value = 0.656

Bonus: Self-Described Physical Fitness and Gender

H0: There is no significant difference between self-described physical fitness and gender

H1: There is a significant difference between self-described physical fitness and gender

p-value = 0.02511

mac vs. pc: are the generalizations true? · mac vs. pc: are the generalizations true? an si 544...

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