Imperial County

Imperial County, California — key demographics

Population

• 179,702 (2020 Census)
• 2023 population estimate: ~180,000 (U.S. Census Bureau)

Age

• Median age: ~32 years (ACS)
• Age distribution: ~30% under 18; ~57% 18–64; ~13% 65+ (ACS)

Sex

• Male ~51%; Female ~49% (ACS)

Race/ethnicity

• Hispanic or Latino (of any race): ~85% (2020 Census)
• Non‑Hispanic remainder: ~15% combined (primarily White, with small Black, Asian, American Indian/Alaska Native, and multiracial shares) (2020 Census)

Households and housing

• Households: ~50,000 (ACS)
• Average household size: ~3.6 persons (ACS)
• Family households: roughly three-quarters of households; average family size ~4.0 (ACS)
• Homeownership rate: ~54% (ACS)

Notable insights

• One of California’s highest shares of Hispanic/Latino residents (85%), a relatively young median age (32), and larger household sizes (~3.6) compared with state and national averages.

Source: U.S. Census Bureau (2020 Decennial Census; American Community Survey). Percentages are ACS point estimates and may not sum due to rounding.

• Population baseline: ≈181,000 residents (Imperial County, 2023 est.).
• Estimated email users: ≈130,000 residents. Method: applied adult email adoption (94%) by age band plus teen (13–17) use (80%).
• Age distribution of email users:
  • 13–17: ~7% (≈9.4k)
  • 18–34: ~35% (≈45.6k)
  • 35–64: ~43% (≈56.1k)
  • 65+: ~14% (≈18.7k)
• Gender split among email users: Female ≈50.5% (≈65.7k); Male ≈49.5% (≈64.2k). Usage rates are effectively parity by gender.
• Digital access and trends:
  • Households with a computer/smartphone: ~90%.
  • Households with a broadband subscription: ~79–82%, up ~3–4 percentage points since 2019.
  • Smartphone-only internet households: ~18–20%, indicating mobile-reliant email access.
  • Network availability (FCC-style metrics): ≥25/3 Mbps to ~99% of addresses; ≥100/20 Mbps to ~94%; fiber passings to ~35–40%, concentrated in El Centro/Calexico/Brawley.
• Local density/connectivity facts:
  • Low overall density ≈43 people/sq. mile across 4,177 sq. miles; urban cores have near-universal coverage while dispersed agricultural areas show lower fixed-broadband take-up and higher mobile dependence.
  • Community anchors (schools, libraries) are important access points supporting email and general internet use.

Imperial County, CA — mobile phone usage profile and how it differs from the California average

Topline user estimates

• Population baseline: about 180–182 thousand residents.
• Estimated individual mobile users: 130–150 thousand residents use a mobile phone regularly. Method: apply typical adult smartphone adoption rates in low‑income, heavily Hispanic counties (roughly mid‑80s to low‑90s percent among adults) to Imperial County’s age structure.
• Estimated active mobile lines: 200–220 thousand subscriptions when including secondary lines, tablets, hotspots, and IoT. Method: apply U.S. wireless line density (roughly 110–120 lines per 100 residents) to the county’s population.
• Household smartphone presence: very high (low‑90s percent of households), broadly similar to California’s rate, but with more reliance on the smartphone as the primary or only internet device.

Demographic context that shapes usage

• Ethnicity and language: the county is predominantly Hispanic/Latino (roughly mid‑80s percent), with a large share of Spanish‑speaking households. This supports higher-than-average use of WhatsApp, cross‑border calling/messaging options, and prepaid/MVNO plans serving Spanish speakers.
• Age structure: younger than the state overall (larger under‑18 share, smaller 65+ share). Net effect: strong adoption among teens and working‑age adults; slightly fewer senior users compared with California.
• Income and affordability: median household income is far below the California median and poverty rates are higher. Consequences:
  • Greater prevalence of prepaid plans and BYOD.
  • Stronger sensitivity to plan price and data allotments.
  • Higher likelihood of mobile‑only internet access in the home.

Distinct usage trends versus statewide

• Mobile‑only households: materially higher share than California’s average. Smartphones and cellular data plans are more frequently the primary home internet connection, compensating for lower fixed‑broadband adoption.
• Device mix and plan type: higher Android and prepaid/MVNO penetration than the state average; family plans are common, but price‑sensitive churn between carriers/MVNOs is more frequent.
• Cross‑border effects: proximity to Mexicali leads to more cross‑border communications, roaming management near the border, and use of plans with Mexico/Canada features. Network selection and interference issues near Calexico/Mexicali are more common than elsewhere in California.
• App usage: heavier use of OTT messaging (WhatsApp, Facebook Messenger) for both personal and work coordination, reflecting language preferences, cross‑border ties, and cost control.

Digital infrastructure and coverage

• Macro coverage: AT&T, T‑Mobile, and Verizon cover population centers (El Centro, Calexico, Brawley, Imperial, Holtville) and major corridors (I‑8, CA‑111, CA‑86). Coverage gaps persist in low‑density desert and recreation areas (e.g., Imperial Sand Dunes/Glamis, eastern desert), with performance drops during peak recreational seasons.
• 5G deployment:
  • Mid‑band 5G (T‑Mobile 2.5 GHz; Verizon/AT&T C‑band) is concentrated in towns and along primary highways; rural areas rely more on LTE or low‑band 5G.
  • mmWave is sparse and largely confined to small commercial nodes, much less relevant than in dense California metros.
• Border‑zone radio constraints: network power/coordination limitations and interference near the international border can reduce capacity and create occasional network selection issues compared with the California average.
• Backhaul and last‑mile: multiple long‑haul fibers follow I‑8 and key utility/rail routes, but residential fiber‑to‑the‑home penetration is far below the state average. Fixed wireless and satellite play a larger role than in most California counties, especially on farms and in outlying communities.
• Resilience and seasonality: seasonal influxes (agriculture cycles; off‑road recreation at the dunes) cause short‑term cell congestion; businesses and agencies often maintain multi‑carrier redundancy (hotspots, dual‑SIM) more than is typical statewide.

Adoption and access metrics (how Imperial diverges from California)

• Broadband adoption in the home: below the statewide average by several percentage points. More households rely on cellular data plans and smartphone tethering as their primary internet connection.
• Computer vs smartphone: households are less likely than average to own a desktop/laptop but are almost as likely to have a smartphone. This widens the “smartphone‑dependent” gap relative to California.
• Affordability programs and policy shifts: the county historically had strong participation in federal affordability programs; the wind‑down of the Affordable Connectivity Program in 2024 has pushed more households toward mobile‑only connectivity and lower‑cost prepaid options compared with the state overall.

Implications for service providers and public agencies

• Optimize for prepaid, Spanish‑language support, and cross‑border features; ensure robust OTT messaging compatibility and zero‑rated/low‑data plan efficiency.
• Prioritize capacity along I‑8, CA‑111, CA‑86, population centers, and recreation hotspots; add temporary/seasonal capacity for the dunes and events.
• Expand mid‑band 5G and fixed‑wireless access to address last‑mile gaps; pair with digital inclusion efforts (device + plan subsidies) to reduce smartphone‑only dependence.
• For emergency alerts and public services, default to SMS/WhatsApp‑friendly communications and bilingual outreach; consider offline‑capable apps given patchy rural coverage.

Bottom line Imperial County’s mobile landscape is defined by high smartphone presence but lower fixed‑broadband adoption, greater mobile‑only dependence, more prepaid and cross‑border usage, and sparser rural 5G density than California overall. The result is a user base that is highly mobile‑centric, price‑sensitive, and dependent on reliable corridor and town‑center coverage, with clear opportunities for mid‑band 5G, fixed‑wireless, and bilingual, affordability‑focused offerings.

Imperial County, CA social media snapshot

Population baseline

• Total population: 179,702 (2020 Census)
• Adults (18+): ≈129,200 (about 71.9% of total)
• Gender mix: ≈48.9% female, 51.1% male (ACS/QuickFacts)

How many residents use social media

• Adult social media users (any platform): ≈93,000 (≈72% of adults)

Age mix of adult social media users (est.)

• 18–29: ≈23%
• 30–49: ≈44%
• 50–64: ≈22%
• 65+: ≈11%

Gender breakdown of social media users (est.)

• Female: ≈51%
• Male: ≈49%

Most-used platforms among adults in Imperial County (percent of adults; est. user counts)

• YouTube: 83% ≈107k adults
• Facebook: 68% ≈88k
• Instagram: 47% ≈61k
• Pinterest: 35% ≈45k
• TikTok: 33% ≈43k
• LinkedIn: 30% ≈39k
• Snapchat: 27% ≈35k
• WhatsApp: 26% ≈34k
• X (Twitter): 22% ≈28k
• Reddit: 22% ≈28k

Behavioral trends and local nuances

• Facebook-first for local life: Community groups, school districts, cities, and public-safety pages drive news, events, and services. Marketplace and local buy/sell are highly active.
• Strong YouTube utility: How‑to, auto repair, agriculture, and bilingual educational content get sustained watch time; creators lean into Spanish/English.
• Instagram + TikTok for discovery: Short-form video featuring food, music, sports, and cross‑border culture performs best; Reels/TikTok lead reach growth among 18–49.
• Youth skew to TikTok/Snapchat: High school and college populations rely on TikTok and Snapchat for trends, local events, and peer messaging; Instagram Stories is the default for day‑to‑day updates.
• WhatsApp is essential: Above-average reliance for family, cross‑border communication (Mexicali ties), community groups, and small-business customer service.
• Mobile‑dominant access: A significant share of users are smartphone‑only; vertical video and subtitles (ES/EN) materially improve completion rates.
• Peak usage windows: Early morning (6–8 a.m.) and evenings (7–10 p.m.) see strongest engagement; weekend spikes around community events and youth sports.
• Language and localization: Bilingual posts earn higher engagement; geotagged content and local faces (schools, teams, festivals, farms) outperform generic creatives.
• Messaging for commerce: DMs and WhatsApp are common for inquiries, appointments, and cash‑app payments; Facebook Events remain a primary RSVP channel.
• Trust dynamics: Residents heavily weight information shared by local agencies, schools, churches, and established community pages; UGC amplifies quickly in emergencies.

Notes on method

• Population and gender shares are from U.S. Census/ACS. Platform percentages are Pew Research Center U.S. adult adoption rates (2024) applied to Imperial County’s adult population to estimate local counts. Figures are best‑available localizations of reputable national measures.