Apple Macintosh owners are the most loyal, according to a Harris Interactive study of more than 140,000 Web surfers. Fifty-three percent of Mac owners who bought a new home computer in the first three quarters of 2000 were repurchasing a Mac.
Gateway's customer loyalty was highest among PC brands with a 45 percent repurchase rate. Dell Computer's rate was 40 percent; Hewlett-Packard's, 33 percent; and Compaq Computer's, 29 percent. IBM had the lowest repurchase loyalty among the top brands--9 percent. According to the study, Gateway was the No. 1 brand among first-time home PC buyers. In contrast, Compaq was stronger among repeat buyers than among first-timers.