Apple® Market Ranker

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Apple Market Ranker
Experian Micromarketer Generation3
®
Apple Market Ranker
The highly anticipated Apple® iPad™ finally hit the market and early adopters lined up for hours
outside of Apple’s iconic stores in hopes of being among the first to get their hands on the
revolutionary new tablet computer.This is obviously not the first, nor is it likely the last Apple
product to generate so much excitement, but certain consumers and parts of the country sure
seem more excitable by announcements by Steve Jobs than others.
In this report, Experian Simmons answers the question:Which markets are the biggest users of
Apple products?To do so, we looked at consumers’ propensity to own or use an iPod®, iPhone® or
Mac computer.Then using Experian’s Micromarketer Generation3 (MMG3), a powerful
geographic analysis tool, we produced a ranker of the 206 Designated Market Areas® (DMAs) in
the continental U.S. At the top of the list is none other than the San Francisco-Oakland-San Jose,
California DMA where fully 32.3% adult residents own or use at least one of the three core Apple
products. Nationwide, 21.6% of adults own or use an iPod, iPhone or Mac computer.
Below are details of the top 10 markets followed by the complete ranker of the 206 continental
DMAs and a map to show where America’s core Apple users call home.
1. San Francisco-Oakland-San Jose, CA:With SiliconValley and Apple headquarters located
squarely within the market’s boundaries, it’s no surprise that the San Francisco-Oakland-San
Jose DMA ranks number one in the nation for owning or using one of the core Apple products.
Residents here are 49% more likely than the average American to own or use an iPod, iPhone or
Mac computer.
2. Boston, MA:Almost one-in-three adults in the Boston DMA (31.3%) own or use an iPod,
iPhone or Mac computer making area residents 45% more likely than average to be Mac
maniacs. And with 11 Apple stores located within the Boston DMA, residents never have to go
far for their Apple fix.
3. San Diego, CA: San Diego-area residents are 42% more likely than the average American to
be toting around an iPod, chatting on an iPhone or computing on a Mac. In fact, 31.8% of the San
Diego DMA’s 2.2 million adults are admitted Mac users.
4. NewYork, NY:Anyone can tell you that iPhones are about as common in NewYork City as
taxis, which supports the fact that there are roughly 4.9 million Mac-users in the NewYork DMA.
Of the almost 16 million adults in the area, 30.4% use either an iPod, iPhone or Mac computer.
5. Washington, D.C.: Residents of our nation’s capitol can agree on at least one thing: their love
for Apple. D.C.-area residents are 39% more likely than average to be found listening to an iPod,
chatting on an iPhone or tapping away on a Mac computer.
6. Chicago, IL: The Chicago-area’s eight Apple stores should keep plenty busy serving the
DMA’s 2.1 million adults who currently use one of the three core Apple products. An estimated
29.4% of adults in the Chicago DMA use iPods, iPhones or Mac computers, making them 36%
more likely than average Americans to be Apple consumers.
7. Denver, CO: An estimated 863,000 adults of the Denver DMA’s 3 million adult residents
(29.1%) are Apple users, making Mile High City and surrounding area residents 35% more likely
than average to use Apple’s iPods, iPhones and computers.
8. Monterey-Salinas, CA: This upscale, coastal DMA located immediately south of the San
Francisco DMA is home to barely a half million adults and only one (busy) Apple store. An
estimated 151,000 adults in the area (28.1%) own or use iPods, iPhones and/or Mac computers.
Page 1 | Apple Market Ranker
®
Apple Market Ranker
In fact, Monterey-Salinas residents rank 30% above average for being Apple users.
9. Santa Barbara-Santa Marina-San Luis Obispo, CA:Aside from breathtaking views and
sun-drenched beaches, the Santa Barbara DMA is home to 141,000 Apple users, 27.9% of area
adults. Residents can take their pick of two Apple stores—one in Santa Barbara and another in
San Luis Obispo—to fill all their Apple needs.
10. Las Vegas, NV: Sin City-area residents are also 29% more likely than average to be users of
Apple products. Approximately 408,000 of the DMA’s 1.5 million adults (27.9%) use either an
iPod, iPhone or Mac, or all three.
Do you live in a Mac metropolis?
Total
Adult Pop
Apple
Users
% of
Market
Index
San Francisco-OaklandSan Jose CA
5,289,818
1,707,159
32.30%
149
2
Boston MA (Manchester NH)
4,879,835
1,528,081
31.30%
145
3
San Diego CA
2,217,825
682,214
30.80%
142
4
NewYork NY
15,982,017
4,855,639
30.40%
141
5
Washington DC
(Hagerstown MD)
4,757,454
1,431,697
30.10%
139
6
Chicago IL
7,308,586
2,146,136
29.40%
136
7
Denver CO
2,959,740
862,594
29.10%
135
8
Monterey-Salinas CA
536,681
151,060
28.10%
130
9
Santa Barbara-Santa MariaSan Luis Obispo CA
503,307
140,518
27.90%
129
Rank Designated Market Area (DMA)
1
10
LasVegas NV
1,463,338
407,638
27.90%
129
11
Hartford & New Haven CT
2,049,638
569,401
27.80%
129
12
Los Angeles CA
13,138,652
3,609,853
27.50%
127
13
Baltimore MD
2,207,551
604,807
27.40%
127
14
Seattle-TacomaWA
3,614,840
989,163
27.40%
127
15
AustinTX
1,297,609
354,831
27.30%
127
16
CharlottesvilleVA
150,452
41,010
27.30%
126
17
Philadelphia PA
6,036,088
1,633,312
27.10%
125
18
Sacramento-StocktonModesto CA
3,054,234
822,451
26.90%
125
19
Colorado Springs-Pueblo CO
678,249
182,111
26.90%
124
20
Reno NV
555,127
146,627
26.40%
122
21
ProvidenceRi-New
Bedford MA
1,256,225
329,135
26.20%
121
Atlanta GA
4,802,054
1,251,281
26.10%
121
22
An Experian Micromarketer Generation3 Report | Page 2
®
Apple Market Ranker
Rank Designated Market Area (DMA)
Page 3 | Apple Market Ranker
Total
Adult Pop
Apple
Users
% of
Market
Index
23
Salt Lake City UT
1,949,758
506,592
26.00%
120
24
Detroit MI
3,816,715
975,737
25.60%
118
25
Boise ID
513,661
130,650
25.40%
118
26
Springfield-Holyoke MA
533,187
132,944
24.90%
115
27
Dallas-Ft.WorthTX
5,056,815
1,256,388
24.80%
115
28
Minneapolis-St. Paul MN
3,342,277
825,556
24.70%
114
29
Phoenix (Prescott) AZ
3,752,700
920,953
24.50%
114
30
Portland OR
2,362,364
577,204
24.40%
113
31
HoustonTX
4,442,476
1,070,207
24.10%
111
32
Raleigh-Durham
(Fayetteville) NC
2,051,187
491,646
24.00%
111
33
Kansas City MO
1,805,534
430,126
23.80%
110
34
Tucson (SierraVista) AZ
881,862
209,456
23.80%
110
1,069,286
252,391
23.60%
109
135,395
31,834
23.50%
109
35
Richmond-PetersburgVA
36
Lafayette IN
37
Cincinnati OH
1,745,624
409,150
23.40%
108
38
MilwaukeeWI
1,706,926
398,771
23.40%
108
39
Miami-Ft. Lauderdale FL
3,336,710
777,499
23.30%
108
40
Columbus OH
1,732,478
402,007
23.20%
107
41
Cleveland-Akron (Canton) OH
3,002,060
684,532
22.80%
106
42
Norfolk-Portsmouth-Newport
NewsVA
1,453,108
331,071
22.80%
105
43
Charleston SC
577,289
131,363
22.80%
105
44
MadisonWI
727,910
164,828
22.60%
105
45
Rochester NY
766,673
172,801
22.50%
104
46
El PasoTX (Las Cruces NM)
664,146
149,586
22.50%
104
47
Jacksonville FL
1,309,475
294,694
22.50%
104
48
Indianapolis IN
2,075,840
464,209
22.40%
103
49
Portland-Auburn ME
793,053
177,298
22.40%
103
50
Omaha NE
784,726
174,768
22.30%
103
51
Bend OR
126,120
27,967
22.20%
103
52
San AntonioTX
1,690,340
372,537
22.00%
102
53
Charlotte NC
2,140,865
469,016
21.90%
101
54
Bakersfield CA
523,910
113,539
21.70%
100
55
Gainesville FL
240,206
51,761
21.50%
100
56
Fresno-Visalia CA
1,372,146
295,633
21.50%
100
57
St. Louis MO
2,431,469
521,843
21.50%
99
®
Apple Market Ranker
Rank Designated Market Area (DMA)
58
Peoria-Bloomington IL
59
Orlando-Daytona BeachMelbourne FL
Total
Adult Pop
Apple
Users
% of
Market
Index
485,750
103,978
21.40%
99
2,875,094
615,288
21.40%
99
60
Harrisburg-LancasterLebanon-York PA
1,468,759
313,102
21.30%
99
61
Albany-Schenectady-Troy NY
1,089,421
231,391
21.20%
98
62
Grand Rapids-KalamazooBattle Creek MI
1,499,877
317,826
21.20%
98
63
Lansing MI
508,778
107,362
21.10%
98
64
LaredoTX
167,404
34,845
20.80%
96
65
NashvilleTN
1,902,392
395,351
20.80%
96
66
Rockford IL
377,611
78,418
20.80%
96
67
BurlingtonVT-Plattsburgh NY
676,246
139,096
20.60%
95
68
Yakima-Pasco-RichlandKennewickWA
468,358
96,188
20.50%
95
69
Dayton OH
971,384
198,725
20.50%
95
70
Harlingen-Weslaco-BrownsvilleMcallenTX
807,640
164,501
20.40%
94
71
Columbia SC
765,694
155,442
20.30%
94
72
Albuquerque-Santa Fe NM
1,381,228
273,925
19.80%
92
73
Des Moines-Ames IA
818,987
162,285
19.80%
92
74
Eugene OR
468,293
92,485
19.70%
91
75
Waco-Temple-BryanTX
658,437
129,848
19.70%
91
76
Buffalo NY
1,252,435
245,067
19.60%
91
77
Louisville KY
1,258,475
245,573
19.50%
90
529,487
103,260
19.50%
90
1,515,841
294,968
19.50%
90
861,144
166,850
19.40%
90
1,014,158
196,395
19.40%
90
78
Ft.Wayne IN
79
West Palm BeachFort Pierce FL
80
Green Bay-AppletonWI
81
Mobile AL-Pensacola
(Ft.Walton Beach) FL
82
Yuma AZ-El Centro CA
262,713
50,660
19.30%
89
83
Butte-Bozeman MT
128,336
24,712
19.30%
89
84
Cedar Rapids-Waterloo-Iowa
City & Dubuque IA
651,162
124,545
19.10%
89
85
Idaho Falls-Pocatello ID
249,363
47,653
19.10%
88
86
CheyenneWY-Scottsbluff NE
103,900
19,833
19.10%
88
87
Syracuse NY
815,631
155,459
19.10%
88
88
Palm Springs CA
336,017
63,703
19.00%
88
An Experian Micromarketer Generation3 Report | Page 4
®
Apple Market Ranker
Rank Designated Market Area (DMA)
Page 5 | Apple Market Ranker
Total
Adult Pop
Apple
Users
% of
Market
Index
89
South Bend-Elkhart IN
672,455
126,919
18.90%
87
90
Corpus ChristiTX
416,970
78,602
18.90%
87
91
Toledo OH
821,077
154,720
18.80%
87
92
Champaign & Springfield-Decatur IL
733,261
137,527
18.80%
87
93
Baton Rouge LA
651,779
121,921
18.70%
87
94
Greensboro-High PointWinston Salem NC
1,305,666
244,131
18.70%
87
95
New Orleans LA
1,189,916
222,457
18.70%
87
96
Wilmington NC
338,495
62,671
18.50%
86
97
Savannah GA
630,021
116,577
18.50%
86
98
Flint-Saginaw-Bay City MI
918,646
169,714
18.50%
85
99
Oklahoma City OK
1,309,111
241,330
18.40%
85
100
Grand Junction-Montrose CO
139,329
25,593
18.40%
85
101
MemphisTN
1,314,447
241,234
18.40%
85
102
Rochester MN-Mason City, Ia
-Austin MN
277,047
50,464
18.20%
84
103
Tallahassee FL-Thomasville GA
533,864
96,644
18.10%
84
104
Columbia-Jefferson City MO
345,912
62,619
18.10%
84
105
SpokaneWA
820,873
148,590
18.10%
84
106
Pittsburgh PA
2,242,613
405,316
18.10%
84
107
Wichita-Hutchinson KS
869,150
156,941
18.10%
84
108
Youngstown OH
536,408
96,709
18.00%
83
109
VictoriaTX
63,076
11,366
18.00%
83
110
Chico-Redding CA
407,646
73,403
18.00%
83
111
Erie PA
317,444
56,862
17.90%
83
112
Topeka KS
333,627
59,668
17.90%
83
113
Lincoln & Hastings-Kearney NE
528,671
93,493
17.70%
82
114
Augusta GA
495,939
87,434
17.60%
82
115
Biloxi-Gulfport MS
259,158
45,473
17.50%
81
116
Helena MT
50,739
8,851
17.40%
81
117
Greenville-New Bern-Washington NC
550,324
95,110
17.30%
80
118
St. Joseph MO
94,712
16,326
17.20%
80
119
LubbockTX
304,520
52,488
17.20%
80
120
Ft. Myers-Naples FL
957,488
164,081
17.10%
79
121
Huntsville-Decatur
(Florence) AL
734,801
125,752
17.10%
79
®
Apple Market Ranker
Rank Designated Market Area (DMA)
Total
Adult Pop
Apple
Users
% of
Market
Index
127,036
21,681
17.10%
79
122
Eureka CA
123
Birmingham (Anniston &
Tuscaloosa) AL
1,398,900
238,504
17.00%
79
124
Tampa-St.Petersburg (Sarasota) FL
3,447,375
586,882
17.00%
79
125
Lima OH
140,611
23,869
17.00%
79
126
Fargo-Valley City ND
457,730
77,694
17.00%
79
127
HarrisonburgVA
185,474
31,333
16.90%
78
128
Sioux Falls (Mitchell) SD
490,795
82,606
16.80%
78
129
Medford-Klamath Falls OR
341,088
57,267
16.80%
78
130
Missoula MT
221,507
37,086
16.70%
77
131
Davenport IA-Rock Island-Moline IL
593,123
98,979
16.70%
77
132
Greenville-Spartanburg SCAsheville NC-Anderson SC
1,628,655
271,504
16.70%
77
133
La Crosse-Eau ClaireWI
454,451
75,115
16.50%
76
134
Mankato MN
101,201
16,642
16.40%
76
135
Billings MT
204,979
33,432
16.30%
75
136
Columbus GA
401,262
65,154
16.20%
75
137
AmarilloTX
386,231
62,649
16.20%
75
138
Macon GA
479,092
76,832
16.00%
74
139
KnoxvilleTN
1,020,308
163,109
16.00%
74
140
Wichita FallsTX & Lawton OK
301,047
48,059
16.00%
74
141
Utica NY
199,470
31,579
15.80%
73
142
Salisbury MD
303,377
47,978
15.80%
73
143
Lexington KY
955,691
151,103
15.80%
73
144
Twin Falls ID
132,347
20,839
15.70%
73
145
Tulsa OK
1,012,697
159,272
15.70%
73
146
ChattanoogaTN
708,416
109,625
15.50%
72
147
Bowling Green KY
153,806
23,722
15.40%
71
148
Ft. Smith-Fayetteville-SpringdaleRogers AR
577,993
88,806
15.40%
71
149
Rapid City SD
182,272
27,950
15.30%
71
150
Roanoke-LynchburgVA
876,743
134,383
15.30%
71
151
Panama City FL
285,370
43,600
15.30%
71
152
Minot-Bismarck-Dickinson ND
258,030
39,396
15.30%
71
153
San AngeloTX
104,879
15,974
15.20%
70
154
Evansville IN
564,454
85,900
15.20%
70
An Experian Micromarketer Generation3 Report | Page 6
®
Apple Market Ranker
Rank Designated Market Area (DMA)
Page 7 | Apple Market Ranker
Total
Adult Pop
Apple
Users
% of
Market
Index
274,200
41,332
15.10%
70
29,228
4,401
15.10%
70
155
Bangor ME
156
North Platte NE
157
Odessa-MidlandTX
282,194
42,237
15.00%
69
158
ParkersburgWV
122,425
18,315
15.00%
69
159
Terre Haute IN
292,803
43,426
14.80%
69
160
Binghamton NY
274,367
40,647
14.80%
69
161
Montgomery (Selma) AL
488,814
72,118
14.80%
68
162
Sioux City IA
307,412
45,239
14.70%
68
163
Jackson MS
679,274
99,910
14.70%
68
164
Zanesville OH
68,241
10,014
14.70%
68
165
Wausau-RhinelanderWI
358,943
52,487
14.60%
68
166
JacksonTN
186,206
26,935
14.50%
67
167
Casper-RivertonWY
103,012
14,890
14.50%
67
168
Beaumont-Port ArthurTX
342,453
49,481
14.40%
67
169
Lake Charles LA
188,040
26,556
14.10%
65
170
Dothan AL
188,316
26,583
14.10%
65
171
Great Falls MT
123,645
17,245
13.90%
65
172
Little Rock-Pine Bluff AR
1,047,511
146,062
13.90%
65
173
Wilkes Barre-Scranton PA
1,199,521
166,409
13.90%
64
174
Watertown NY
194,077
26,857
13.80%
64
175
Abilene-SweetwaterTX
225,900
31,177
13.80%
64
176
Albany GA
312,657
42,861
13.70%
63
177
Myrtle Beach-Florence SC
548,065
74,954
13.70%
63
178
Glendive MT
9,780
1,316
13.50%
62
179
Duluth MN-SuperiorWI
332,484
44,640
13.40%
62
180
Springfield MO
802,021
106,705
13.30%
62
181
Elmira (Corning) NY
189,671
25,210
13.30%
62
182
QuincyIl-Hannibal MO-Keokuk IA
206,740
27,220
13.20%
61
183
OttumwaIa-Kirksville MO
99,737
13,034
13.10%
60
184
Johnstown-Altoona PA
606,817
79,110
13.00%
60
185
Tyler-Longview (Lufkin &
Nacogdoches)TX
537,418
69,302
12.90%
60
186
Lafayette LA
442,804
56,876
12.80%
59
187
WheelingWV-Steubenville OH
270,433
34,433
12.70%
59
188
Alexandria LA
183,763
22,778
12.40%
57
189
Hattiesburg-Laurel MS
217,972
26,781
12.30%
57
®
Apple Market Ranker
Total
Adult Pop
Apple
Users
% of
Market
Index
Shreveport LA
751,467
92,129
12.30%
57
191
Traverse City-Cadillac MI
494,898
59,880
12.10%
56
192
Joplin MO-Pittsburg KS
301,280
36,185
12.00%
56
193
Marquette MI
174,441
20,289
11.60%
54
194
Paducah KY-Cape Girardeau
MO-Harrisburg IL
745,382
86,501
11.60%
54
Rank Designated Market Area (DMA)
190
195
Jonesboro AR
174,918
20,216
11.60%
53
196
Tri-CitiesTN-VA
625,757
72,181
11.50%
53
197
Charleston-HuntingtonWV
912,277
100,584
11.00%
51
198
Monroe LA-El Dorado AR
338,540
36,836
10.90%
50
199
Alpena MI
33,423
3,632
10.90%
50
200
Columbus-Tupelo-West Point MS
363,231
38,458
10.60%
49
201
ShermanTX-Ada OK
248,315
24,683
9.90%
46
202
Clarksburg-WestonWV
213,917
21,184
9.90%
46
203
Presque Isle ME
58,579
5,650
9.60%
45
204
Meridian MS
133,706
12,408
9.30%
43
205
Greenwood-Greenville MS
159,200
14,381
9.00%
42
206
Bluefield-Beckley-Oak HillWV
276,691
24,324
8.80%
41
For more information, please call 212.471.2850 or email [email protected]
Source: Experian Micromarketer Generation3 using Experian Simmons Mosaic profile of users
of iPod, iPhone or Mac computers (including home and work)
An Experian Micromarketer Generation3 Report | Page 8
600 3rd Ave.
NewYork, NY 10016
212.471.2850
[email protected]
www.experiansimmons.com
© 2010 Experian Information Solutions, Inc. • All rights reserved
Experian and the marks used herein are service marks or registered
trademarks of Experian Information Solutions, Inc.
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01/10
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