Mac users are open-minded, liberal, and a little smug, according to brand advertising network, Mindset Media.

The company today released a Mindset Profile of Mac users, which the company generated from a recent study conducted using Nielsen's Online panel across 7,500 survey respondents.

According to the research, Mac users have much in common with the open-minded, liberal population. The study revealed that people who are highly open-minded are 60 per cent 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, it is claimed.

Mindset Media defines this openness as people 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."