Lamar County

Lamar County, Alabama — key demographics

Population size

• 13,972 (2020 Census)
• 13,7xx (2023 Census estimate; modest decline since 2010)

Age

• Median age: ~45 years (older than Alabama and U.S. medians)
• Age distribution: ~21% under 18; ~58% 18–64; ~21% 65+

Gender

• Female ~50–51%
• Male ~49–50%

Racial/ethnic composition (percent of total)

• White (non-Hispanic): ~80%
• Black or African American (non-Hispanic): ~15–16%
• Hispanic or Latino (any race): ~2%
• Two or more races (non-Hispanic): ~1–2%
• Asian, American Indian/Alaska Native, and other groups: each <1%

Households and housing

• Households: ~5,600–5,700
• Average household size: ~2.4–2.5
• Family households: ~66–68% of households
• Married-couple families: ~50% of households
• Households with children under 18: ~24–26%
• Individuals living alone: ~30% (including ~12–14% age 65+ living alone)
• Owner-occupied housing: ~78–80%; renter-occupied: ~20–22%
• Housing units: ~6,500–6,700; vacancy rate roughly low double-digits

Insights

• Aging profile with a median age in the mid-40s and about one in five residents 65+, indicating elevated senior service needs.
• Predominantly White with a sizable Black community; limited but present Hispanic population.
• Small household size and high homeownership consistent with rural, aging counties; household formation is relatively stable but population is gradually declining.

Sources: U.S. Census Bureau (2020 Decennial Census; 2018–2022 American Community Survey 5-year estimates; 2023 Population Estimates Program).

• Population and density: ≈13,900 residents across ~605 sq mi (≈23 people/sq mi), indicating sparse, rural connectivity conditions.
• Estimated email users: ~10,000 residents (≈71% of the population) use email at least monthly.
• Age distribution of email users (share of users):
  • 13–24: 16%
  • 25–44: 33%
  • 45–64: 29%
  • 65+: 22%
• Gender split among email users: ≈51% female, 49% male (mirrors county demographics).
• Digital access trends:
  • ~74% of households have an internet subscription; computer access is common but a meaningful minority are smartphone‑only (≈20%).
  • Fixed broadband is strongest in and around Vernon and Sulligent; coverage becomes patchier in outlying areas, reflecting low density and longer last‑mile runs.
  • Mobile 4G/LTE covers most populated corridors; 5G is present mainly near town centers and along primary highways.
  • Adoption and speeds have been rising steadily since 2019 as new fiber and fixed‑wireless projects expand, narrowing—but not eliminating—the rural gap for older adults and low‑income households. Insights: Email usage is effectively universal among connected adults and now well‑penetrated among seniors; the main limiter in Lamar County is infrastructure reach, not user willingness, with density-driven costs keeping some pockets under‑served.

Lamar County, Alabama — mobile usage snapshot (2024)

User base and adoption

• Population and adults: 13,972 residents (2020 Census); roughly 10,900 adults (18+).
• Mobile phone users (adults): ~10,500 (≈95% of adults use a mobile phone).
• Smartphone users (adults): ~9,150 (≈83% of adults).
• Teens (13–17): ~750 smartphone users, taking total smartphone users 13+ to roughly 9,900.
• Wireless-only households (no landline): ~4,250 of ~5,600 households (≈76%).
• Households relying on mobile data as primary home internet: ~1,000 (≈18%).
• Prepaid vs. postpaid: prepaid lines ≈40% of consumer mobile subscriptions.

Demographic breakdown and usage patterns

• Age structure: Older than the state overall (≈21% 65+). Senior smartphone adoption is lower (≈65%), pulling down countywide averages; younger cohorts mirror national norms (>90%).
• Income and affordability: Median household income substantially below the Alabama median, driving higher prepaid uptake, more shared plans, and heavier use of hotspotting/FWA for home connectivity.
• Race/ethnicity: County is majority White (85%), with Black (10%) and Hispanic (~2%) communities. Smartphone-only internet dependence is higher among lower-income and minority households, influenced by limited wired options.
• Education/digital skills: Lower bachelor’s attainment than the state average corresponds to more basic device mixes and heavier reliance on voice/SMS for service coordination and work.

Digital infrastructure and coverage

• 4G LTE: Countywide outdoor coverage from AT&T and Verizon; T-Mobile LTE covers population centers and major corridors but with more rural edge gaps.
• 5G:
  • Low-band 5G blankets most populated areas across all three carriers.
  • Mid-band 5G capacity is concentrated around Vernon and Sulligent and along primary corridors (e.g., AL-17/AL-18/US-278); coverage thins quickly outside town limits.
• FirstNet/public safety: Band 14 overlays on AT&T sites cover first responders across the county’s primary roads and towns.
• Fixed connectivity/backhaul: Fiber reaches anchor institutions (schools, county facilities) and portions of Vernon/Sulligent; rural fiber is expanding via electric co-op builds and recent state/federal grants. Large areas still lack cable or fiber, increasing reliance on mobile and fixed wireless.
• Fixed Wireless Access (FWA): T-Mobile Home Internet is broadly available where mid-/low-band 5G is present; Verizon 5G Home is available in limited mid-band footprints. FWA penetration is about 10–12% of households and growing.
• Terrain dead zones: Coverage weak spots persist in river bottoms and heavily forested ridges and on lightly traveled county roads; indoor service in metal-roof structures often depends on Wi‑Fi calling or external antennas.

How Lamar County differs from Alabama overall

• Adoption mix
  • Smartphone adoption is several points lower than the state average due to a larger senior share.
  • Prepaid share is higher (≈40% vs. low-30s statewide), reflecting income and credit profiles.
  • Wireless-only households are more common (≈76% vs. low-70s statewide), and a bigger slice of homes rely on mobile/FWA for primary internet (≈18% vs. high-single-digits statewide).
• Network experience
  • Mid-band 5G capacity covers a smaller share of the population than in metro Alabama; many users remain LTE-primary in day-to-day use.
  • Device upgrade cycles run longer; capacity gains from newer radios and spectrum thus diffuse more slowly than in cities.
• Usage behavior
  • Higher reliance on hotspotting and FWA for home connectivity; heavier use of messaging/voice for work coordination in agriculture, small manufacturing, and services.
  • After the 2024 ACP funding sunset, a noticeable shift to prepaid and mobile-first home internet options occurred, more pronounced than in better-wired Alabama metros.

Key takeaways

• Nearly all adults in Lamar County use mobile phones, and roughly four in five use smartphones, but the county trails state averages on advanced 5G capacity and smartphone uptake among seniors.
• Limited wireline broadband in rural areas pushes households toward prepaid mobile plans, hotspotting, and 5G FWA, making mobile networks a primary on-ramp to the internet for a larger share of residents than statewide.
• Investments that extend mid-band 5G and rural fiber (including co-op builds) will most directly improve real-world mobile performance, reduce dead zones, and close the remaining adoption gap among older and lower-income residents.

Social media usage snapshot: Lamar County, Alabama (2025)

Population base

• Total residents: ~13,900 (ACS 2023 est.)
• Residents aged 13+: ~11,400

User stats (modeled from ACS, Pew, and platform ad-planning data)

• Active social media users: ~8,600 (≈75% of residents 13+)
• Daily active social users: ~6,000 (≈70% of social users)
• Gender among social users: 53% female, 47% male

Age mix of social media users

• 13–17: 8%
• 18–24: 10%
• 25–34: 15%
• 35–44: 17%
• 45–54: 16%
• 55–64: 15%
• 65+: 19%

Most-used platforms by monthly reach among residents 13+ (multi-platform use; shares overlap)

• Facebook: 66%
• YouTube: 63%
• Facebook Messenger: 58%
• TikTok: 35%
• Instagram: 31%
• Snapchat: 24%
• Pinterest: 22%
• X (Twitter): 8%
• LinkedIn: 7%
• Reddit: 6%
• Nextdoor: <3%

Behavioral trends and engagement patterns

• Peak times: Weeknights 7–10 pm CT; Sunday early afternoon is strong. Noticeable school-related bumps around 7–8 am and 3–4 pm on weekdays.
• Content that performs: Local news and weather, high school sports, church/community announcements, local classifieds/Marketplace, lost-and-found, service recommendations, and giveaways. Posts featuring recognizable local people/places get above-average shares.
• Format preferences: Short vertical video (15–45 seconds) on Facebook Reels and TikTok; simple photo posts with concise captions; text-only posts underperform. Native posting outperforms external links.
• Community mechanics: Heavy use of Facebook Groups (buy/sell/trade, yard sales, school sports, hunting/fishing) and Marketplace; many transactions and inquiries move quickly to Messenger or phone.
• Audience notes:
  • Younger (13–24): High on Snapchat and TikTok; uses Instagram for highlights and DMs; prefers video-first content and trending audio.
  • 25–44: Cross-platform (Facebook, YouTube, Instagram); engages with events, deals, school updates, and local businesses; uses Messenger heavily.
  • 45–64: Facebook-centric; highly responsive to practical info, service recommendations, and local causes.
  • 65+: Facebook and YouTube; prefers clear, direct messaging, visible phone numbers, and local credibility cues.
• Advertising implications: Best results with tight geo-targeting (10–25 miles around Vernon, Sulligent, Kennedy); creative that is price-forward, includes contact info, and features local faces; boost posts that already have comments/shares; respond in-thread to build trust.

Notes

• Figures are county-specific modeled estimates derived from the latest available Census/ACS population structure, Pew Research adoption benchmarks, and platform planning tools as of early 2025. Actual counts vary by season and event cycles but the relative platform ranking and age/gender patterns remain consistent.