Matanuska Susitna County

Matanuska-Susitna Borough (Mat-Su), Alaska — key demographics

Population size

• 113,000–114,000 (Census Bureau 2023 estimate; 2020 Census: 107,081)

Age

• Under 5 years: ~6.9%
• Under 18 years: ~27%
• 65 years and over: ~15%
• Median age: ~36–37 years

Gender

• Male: ~51%
• Female: ~49%

Racial/ethnic composition (percent of total population)

• White alone: ~80%
• American Indian and Alaska Native alone: ~9–10%
• Black or African American alone: ~1%
• Asian alone: ~1–1.5%
• Native Hawaiian and Other Pacific Islander alone: ~0.5%
• Two or more races: ~8%
• Hispanic or Latino (of any race): ~6%

Household data

• Households: ~39,700 (2018–2022 ACS)
• Average household size: ~2.8–2.9 persons
• Homeownership rate: ~75%
• Family households: roughly three-quarters of households; a large share are married-couple families
• Households with children under 18: roughly 35–40%

Sources: U.S. Census Bureau, Population Estimates (2023) and American Community Survey 2018–2022 5-year estimates. These figures reflect Mat-Su’s status as one of Alaska’s fastest-growing areas, with a relatively young age structure, high homeownership, and predominantly White non-Hispanic population alongside a substantial Alaska Native community.

Matanuska-Susitna Borough, AK (Mat-Su) email usage snapshot

• Population and density: ~113,000 residents (2023 est.) across ~25,258 sq mi; density ≈4–5 people per sq mile.
• Estimated email users: ~78,000 adult users. Basis: ~85,000 adults (≈75% of population) × ~92% U.S. adult email adoption.
• Age distribution of users (estimated share of adult email users):
  • 18–29: ~18%
  • 30–49: ~34%
  • 50–64: ~28%
  • 65+: ~20% Adoption remains high across ages (roughly 85–95%), so user shares closely track the adult age mix.
• Gender split among users: ~51% male / 49% female, mirroring the borough’s population; email adoption is essentially equal by gender.
• Digital access and trends:
  • Computer access: ~94% of households.
  • Home broadband subscription: ~88–90% of households.
  • Smartphone-only households: ~10–12%.
  • Connectivity pattern: Gigabit cable/fiber common in Wasilla/Palmer corridors; many outlying and off-road-system areas rely on fixed wireless or LEO satellite. FCC broadband data (2024) show 100/20 Mbps availability >95% in core population centers, with materially lower availability in remote census tracts.
• Insight: Despite very low overall density, high household broadband and near-universal adult email usage make email a reliable channel in towns and along highway corridors; coverage gaps persist in sparsely populated tracts.

Mobile phone usage summary for Matanuska‑Susitna Borough (Mat‑Su), Alaska

Topline user estimates

• Population context: Mat‑Su is Alaska’s fastest‑growing borough, with roughly 110–115 thousand residents and a young, family‑heavy demographic compared with the state overall.
• Smartphone users: Approximately 80–90 thousand residents use smartphones, with a best single‑point estimate around 86 thousand in 2023–2024. This combines very high adult adoption (roughly nine in ten) and near‑universal teen adoption, both higher than in most non‑Anchorage parts of Alaska.
• Household adoption: About nine in ten households have at least one smartphone, and roughly three in four have an active cellular data plan for internet access. “Mobile‑only” internet households (using cellular as their primary/only home internet) are meaningfully higher in Mat‑Su than Alaska statewide.

How Mat‑Su differs from the Alaska statewide picture

• Greater reliance on cellular for home internet: A larger share of Mat‑Su households rely primarily on mobile data (smartphone tethering or LTE/5G home internet) because exurban growth has outpaced wireline buildouts in many neighborhoods. Statewide, rural/remote areas often rely on satellite; in Mat‑Su’s road‑system exurbs, cellular is the more common fallback.
• Higher device penetration and multi‑device ownership: Smartphone penetration and the share of users with both a smartphone and a tablet/hotspot are higher than the state average, driven by commuters and families in the Wasilla/Palmer/Knik‑Fairview corridor.
• Better 4G/5G availability than most of Alaska outside Anchorage: Built‑up parts of Mat‑Su have multi‑carrier 4G and 5G coverage and denser macro sites than typical rural boroughs, though coverage drops quickly toward off‑highway areas.
• Peak‑time demand is commuter‑driven: Unlike many Alaska regions where tourism/seasonality sets the peak, Mat‑Su shows pronounced weekday peaks tied to Anchorage‑area commuting on the Parks and Glenn Highways.

Demographic usage patterns

• Age: Adoption is near‑universal among 18–44 and teens; 65+ adoption is lower but rising steadily, with increased use of telehealth and messaging. Mat‑Su’s younger median age and larger household sizes push overall adoption above the state average.
• Geography within the borough: Highest mobile usage and fastest data growth in Wasilla, Palmer, Knik‑Fairview, Meadow Lakes, and along the Parks/Glenn corridors. Reliance on mobile‑only access is notably higher in fringe/exurban subdivisions where cable/fiber is limited.
• Race/ethnicity and off‑road communities: Alaska Native and off‑road‑system households in the borough are more likely to be mobile‑only for internet access, reflecting gaps in wireline availability; however, Mat‑Su’s proximity to Anchorage still yields better cellular options than most rural Alaska.

Digital infrastructure highlights

• Carriers and coverage:
  • AT&T (including FirstNet), Verizon, and GCI provide near‑continuous LTE along major corridors and in population centers; 5G is present in core Palmer/Wasilla and adjacent high‑traffic zones. T‑Mobile coverage has improved around the core but thins north of Willow and east of Palmer.
  • Known weaker/spotty zones: Hatcher Pass, parts of Knik River valley, Sutton‑Chickaloon toward the Matanuska Glacier, Petersville/Trapper Creek side roads, and backroads north of Willow and west of Big Lake.
• Network characteristics:
  • Tower density is highest along the Parks and Glenn Highways and in the Wasilla/Palmer urban footprint; capacity upgrades have followed housing growth on the Knik‑Goose Bay (KGB) corridor.
  • First responders use the Alaska Land Mobile Radio (ALMR) system; FirstNet coverage overlays major corridors and towns. Recent wildfire seasons and earthquake events have driven additional backup power and hardening at key sites.
• Wireline and alternatives (impact on mobile use):
  • MTA Solutions (incumbent telco) and GCI (cable) serve cores of Wasilla/Palmer and some subdivisions with fiber/cable. Outside these cores, many households adopt LTE/5G fixed wireless or Starlink, which in turn shapes how often smartphones are used for tethering and as primary internet devices.

What this means for planners and providers

• Capacity > coverage: The main constraint in Mat‑Su’s core is peak‑hour capacity along commuter corridors and fast‑growing subdivisions, not baseline coverage. Spectrum layering and small‑cell/sector adds near KGB, Trunk Rd, and the Parks/Glenn junctions will yield outsized benefits.
• Keep building in the fringe: Extending mid‑band 5G and adding sites at the edges of Wasilla/Palmer reduces the current dependence on mobile‑only home internet and alleviates congestion from tethering.
• Maintain resilience: Backup power and microwave backhaul diversity at corridor sites remain critical because of wildfire, ice, and earthquake risk.

Numbers at a glance (best‑available estimates)

• Residents using smartphones: ~86,000 (plausible range 80,000–90,000)
• Households with at least one smartphone: roughly 90%+
• Households with a cellular data plan: roughly 75%+
• Mobile‑only internet households: materially higher than the Alaska average, reflecting exurban development and wireline gaps

Method note: Figures are synthesized from the latest available federal household technology adoption data (American Community Survey “Computer and Internet Use,” NTIA/Pew adoption patterns) matched to Mat‑Su’s population and settlement pattern, plus FCC/mobile carrier coverage and infrastructure disclosures current through 2023–2024. These characterize Mat‑Su’s usage levels and infrastructure in a way that is directionally consistent with official statistics while focusing on what sets the borough apart from statewide trends.

Social media usage snapshot: Matanuska‑Susitna Borough (Mat‑Su), Alaska

Population and connectivity

• Population: ~113,000 (2023 ACS estimate). Adults (18+): ~84,000.
• Internet access: Most households have broadband (high‑80s percent range, ACS 2018–2022). Smartphone ownership among rural U.S. adults is ~84% (Pew, 2024), a good proxy for Mat‑Su’s largely suburban/rural mix.

Age and gender makeup

• Age distribution (Census profile): Under 18 ~26%; 18–34 ~22%; 35–54 ~31%; 55–64 ~12%; 65+ ~13%. Median age mid‑30s.
• Gender: ~51% male, ~49% female.

Most‑used platforms (adult reach, estimated for Mat‑Su) Note: Borough‑level platform shares aren’t directly published; figures below apply 2024 Pew U.S. adult usage to a rural/suburban age mix like Mat‑Su’s.

• YouTube: 80–85% of adults
• Facebook: 65–75%
• Instagram: 40–50%
• TikTok: 30–40%
• Snapchat: 25–35% (65%+ among ages 18–29)
• X (Twitter): 18–25%
• Reddit: 18–25%
• LinkedIn: 25–35%
• Pinterest: 30–40%

Behavioral trends

• Community and information: Heavy reliance on Facebook Groups and Pages for school updates, road conditions, weather/wildfire info, and local government notices; posts spike around storms, outages, and travel advisories.
• Local commerce: Facebook Marketplace and buy/sell/trade groups are primary channels for consumer‑to‑consumer sales, vehicles, tools, and seasonal gear.
• Outdoors and lifestyle content: Strong engagement with hunting, fishing, snowmachining, hiking, homesteading, and off‑grid/self‑reliance creators on YouTube, Facebook, and TikTok.
• Short‑form video growth: Reels and TikTok drive discovery for local eateries, events, and guides; vertical video outperforms static posts for reach.
• Youth behavior: Teens/young adults center on Snapchat (messaging/stories) and TikTok (entertainment/creator content), with Instagram for peer networks and sports/activities.
• News consumption: Many residents follow local TV/radio outlets, borough and state agencies, and first‑responder accounts on Facebook for rapid updates rather than visiting websites directly.
• Messaging habits: Facebook Messenger is ubiquitous among adults; group chats coordinate family logistics, carpools, and community volunteering.
• Timing and device use: Mobile‑first consumption with evening and weekend peaks; weekday commuter windows (early morning/late afternoon) see elevated scrolling and story views.
• Gender skew by content: Women over‑index on Facebook Groups/Marketplace and Pinterest (home, crafts, local events); men over‑index on YouTube/Reddit (gear reviews, outdoor skills, DIY/auto).

Sources: U.S. Census Bureau (2020 Census profile; 2023 ACS estimates; ACS 2018–2022 broadband), Pew Research Center (Social Media Use in 2024).