®

Apple Market Ranker

Experian Micromarketer Generation3
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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.

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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 Apple % of
Rank Designated Market Area (DMA) Adult Pop Users Market Index

1 San Francisco-Oakland-
San 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 Maria-
San Luis Obispo CA 503,307 140,518 27.90% 129
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-Stockton-
Modesto 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
22 Atlanta GA 4,802,054 1,251,281 26.10% 121

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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users 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
35 Richmond-PetersburgVA 1,069,286 252,391 23.60% 109
36 Lafayette IN 135,395 31,834 23.50% 109
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

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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users Market Index

58 Peoria-Bloomington IL 485,750 103,978 21.40% 99

59 Orlando-Daytona Beach-
Melbourne FL 2,875,094 615,288 21.40% 99
60 Harrisburg-Lancaster-
Lebanon-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-Kalamazoo-
Battle 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-Richland-
KennewickWA 468,358 96,188 20.50% 95
69 Dayton OH 971,384 198,725 20.50% 95
70 Harlingen-Weslaco-Brownsville-
McallenTX 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
78 Ft.Wayne IN 529,487 103,260 19.50% 90
79 West Palm Beach-
Fort Pierce FL 1,515,841 294,968 19.50% 90
80 Green Bay-AppletonWI 861,144 166,850 19.40% 90
81 Mobile AL-Pensacola
(Ft.Walton Beach) FL 1,014,158 196,395 19.40% 90
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
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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users 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 Point-
Winston 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

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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users Market Index

122 Eureka CA 127,036 21,681 17.10% 79

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 SC-
Asheville 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-Springdale-
Rogers 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

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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users Market Index

155 Bangor ME 274,200 41,332 15.10% 70

156 North Platte NE 29,228 4,401 15.10% 70
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

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Apple Market Ranker

Total Apple % of
Rank Designated Market Area (DMA) Adult Pop Users Market Index

190 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
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 SimmonsMarketing@Experian.com.

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
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NewYork, NY 10016
212.471.2850
simmonsmarketing@experian.com
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