Many Mac users are fanatical about their computer and are willing to pay extra to own the brand.

Those same Mac users apparently also like to spend a little more on hotel rooms. The online travel agency Orbitz says Mac users spend as much as 30 percent more than PC users on the average hotel booking. The Wall Street Journal reports that the online travel service is showing Mac users more expensive properties.

Orbitz is experimenting with showing different hotel offers to Mac and PC visitors. The move is raising eyebrows and attracting front-page attention. The online travel agency is following a growing trend using predictive analytics to target potential buyers. Orbitz is quick to point out that both Mac and PC users can still rank hotels by price if they wish.

Companies used to just track what websites were being looked at, now they are tracking what computing system are being use.

Budget conscious Mac users should be cautious. Orbitz is likely to begin using the same algorithms to show rental cars and airline flights.

For PC users – especially those with broken hinges on their three-year-old laptop – expect to see more budget-friendly options on the front page of your online travel agency.

The popularity of social media sites for younger demographics are as fickle as a teenage romance. The USA Today reported that teens are now looking beyond Facebook. They are looking for cooler sites, perhaps where parents are not monitoring their every move or off-color comment.

Facebook, which is under increasing scrutiny after its disappointing IPO, is seeing its growth rate slow. Facebook’s unique visitors are up a mere 5 percent over the previous year, according to researcher Comscore.

What does all this mean for businesses that are just starting to dip their toes into social media? If your core audience is a younger demographic, you need to constantly monitoring the ups and downs of social media, so you can best reach your audience.

For other businesses, the best approach is to have a marketing plan, review it regularly and stick to your plan.

Business owners should always keep their eye on the bottom-line, and consistently ask themselves, “What do all these twists and turns mean for my sales opportunities?” It is likely that by the time businesses have ramped up to meet a social media trend the younger demo has already moved on to the next hot thing.