Mendocino County

Mendocino County, California — key demographics

Population size

• 91,601 (2020 Decennial Census)

Age

• Median age: ~43.5 years (ACS 2018–2022)
• Under 18: ~20%
• 65 and over: ~23%

Gender

• Female: ~50% (ACS 2018–2022)

Racial/ethnic composition

• Hispanic or Latino (any race): ~28.7%
• White alone, not Hispanic or Latino: ~58.8%
• American Indian and Alaska Native alone: ~5.7%
• Two or more races: ~6.3%
• Asian alone: ~1.7%
• Black or African American alone: ~0.8%
• Native Hawaiian and Other Pacific Islander alone: ~0.2% (ACS 2018–2022; note race “alone” categories can include people who are Hispanic)

Households

• Households: ~36.7k (ACS 2018–2022)
• Persons per household: ~2.46
• Owner-occupied rate: ~62%; renter-occupied: ~38%
• Average family size: ~3.0

Insights

• Older age profile than California overall, with nearly one-quarter of residents 65+
• Majority non-Hispanic White with a sizable Hispanic/Latino population and one of the higher American Indian/Alaska Native shares in the state
• Smaller household size and higher homeownership than the state average

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 5-year estimates (QuickFacts/ACS tables).

• Scale and density: Population ≈91,600 across 3,510 sq mi (≈26 people/sq mi). About 68% of residents live in unincorporated areas, reflecting dispersed settlement that raises last‑mile connectivity costs.
• Estimated email users: ~69,000 (≈75% of residents), derived from county population, ACS device/broadband access, and Pew Research adult email adoption rates.
• Age distribution of email users: 13–17: 8%; 18–34: 24%; 35–54: 32%; 55–64: 18%; 65+: 18% (lower adoption among the oldest keeps their share below their population share).
• Gender split: Approximately 50% female and 50% male, mirroring the county’s near‑even sex distribution.
• Digital access and trends:
  • ~90% of households have a computer and ~84% have a broadband subscription (ACS 2018–2022), below California’s high‑80s average.
  • Strongest fixed broadband is in Ukiah, Fort Bragg, Willits, and along the US‑101/coastal corridor; interior valleys and mountainous areas rely more on fixed wireless/satellite with slower speeds and higher latency.
  • Smartphone‑reliant access is more common than in urban counties; libraries and schools serve as key connectivity hubs.

Insight: Email reach is broad among adults, but outreach to seniors and remote households benefits from complementary channels due to patchy wired service and slightly lower broadband take‑up.

Mobile phone usage in Mendocino County, CA (2025 snapshot)

Baseline

• Population: ~90,600 residents; ~73,400 adults (18+)
• Households: ~36,000
• Land area: ~3,878 square miles; population density ~23 people/sq mi (far below California’s ~250/sq mi), shaping coverage and capacity

User estimates

• Adult mobile phone users (any mobile): ~68,200 (≈93% of adults)
• Adult smartphone users: ~63,100 (≈86% of adults)
• Households relying on smartphone/cellular data as their only internet at home: 5,000 (≈14% of households), higher than California overall (9%)
• Households with no home internet connection of any kind: 4,000 (≈11%), higher than California overall (6–7%)

Demographic breakdown (ownership and reliance)

• By age (adults; ownership = smartphone unless noted)
  • 18–34: 18,200 smartphone users (96% of this group); ~98% have any mobile phone
  • 35–64: 31,000 smartphone users (90%); ~95% have any mobile phone
  • 65+: 13,900 smartphone users (70%); ~85% have any mobile phone
  • Distinct from state-level: senior smartphone adoption is several points lower than California’s (~76% statewide), pulling down the county average
• By income
  • Households under $50k show materially higher mobile-only internet reliance (22%) than the county average (14%) and the state (12%), reflecting price sensitivity and limited fixed-broadband options in rural tracts
• By geography and community
  • Highest adoption and 5G use concentrated in the Ukiah Valley (Ukiah/Redwood Valley) and Willits; lower adoption and more mobile-only reliance on the coast (Fort Bragg–Mendocino–Point Arena), in Laytonville/Covelo, and on tribal lands where fixed broadband is sparse
  • Hispanic and Native American residents are more likely than county averages to be mobile-only for home internet, consistent with rural digital divide patterns

Digital infrastructure and coverage notes

• 5G footprint: Present primarily in Ukiah, parts of Willits, and pockets of Fort Bragg/Mendocino; limited or absent along long rural stretches. California’s metro counties have far broader mid-band 5G; Mendocino remains 4G LTE–first outside towns
• Known coverage gaps and weak-signal corridors: SR-1 (especially Elk–Westport), SR-20 through Jackson Demonstration State Forest, SR-128 in the Navarro River canyon, and access routes to Covelo/Round Valley. 101 corridor coverage is comparatively strong but still sees dropouts in canyons and interchanges
• Capacity and backhaul: Many remote sites rely on microwave backhaul, constraining peak speeds and resilience. Urban California sites are more fiber-fed and denser, delivering higher median speeds; Mendocino experiences lower and more variable mobile throughput
• Power resiliency: Most of the county is in CPUC Tier 2/3 fire-threat districts; carriers are required to maintain at least 72 hours of backup power at macro sites. Despite improvements since 2021, PSPS events and winter storms still cause multi-site outages more often than in most California counties
• Middle-mile buildout: Open-access middle-mile fiber along the US‑101 corridor in Mendocino County, with links toward coastal communities, is expanding backhaul options for mobile operators; this is progressing but lags the dense metro buildouts statewide
• Public safety: FirstNet Band 14 coverage has expanded along 101 and in key towns, improving reliability for first responders relative to pre-2020 conditions

Trends that differ from California overall

• Lower 5G availability and sparser tower density keep smartphone performance below state norms outside town centers
• Higher reliance on mobile-only home internet, particularly among lower-income, rural, and tribal households
• Older population profile depresses smartphone adoption rates vs. the state, especially among seniors
• Greater exposure to outage risk from PSPS events, storms, and backhaul limitations
• More pronounced seasonal congestion on coastal corridors (tourism) relative to local network capacity

Methodological notes

• Counts are 2025 estimates derived by applying recent national/state adoption rates and rural-county adjustments to Mendocino’s population, household, and age structure. Figures are rounded for decision-use clarity and emphasize differences from statewide patterns.

Mendocino County social media snapshot (planning-level estimates)

• Population baseline: ~91,600 residents; ~72,000 adults (18+). Figures align with recent Census/ACS totals for Mendocino County.
• Social media penetration (any major platform): ~79% of adults ≈ 57,000 users.
• Method: Platform shares reflect Pew Research Center’s 2024 U.S. adult usage rates applied to Mendocino’s adult population; actual local adoption will vary but the rank order and relative gaps are robust in rural Northern California counties.

Most-used platforms among adults (estimated share of adults → estimated users)

• YouTube: ~83% → ~59,000
• Facebook: ~68% → ~49,000
• Instagram: ~50% → ~36,000
• Pinterest: ~35% → ~25,000
• TikTok: ~33% → ~24,000
• Snapchat: ~30% → ~22,000
• LinkedIn: ~30% → ~22,000
• WhatsApp: ~26% → ~19,000
• X (Twitter): ~22% → ~16,000
• Reddit: ~22% → ~16,000
• Nextdoor: ~20% → ~14,000

Age-group patterns (who’s active where)

• 18–29 (roughly 14–16k adults): Near-universal YouTube; Instagram, TikTok, and Snapchat are core. Facebook usage is notably lower in this cohort.
• 30–49 (~23–25k): YouTube and Facebook dominate; Instagram is strong; TikTok mid-tier; Snapchat fades compared with 18–29.
• 50–64 (~17–19k): Facebook and YouTube lead; Pinterest and LinkedIn are mid-tier; Nextdoor usage rises for hyperlocal updates.
• 65+ (~14–16k): Facebook is primary; YouTube secondary; other platforms have smaller but steady niches.

Gender breakdown

• Adult population is roughly even by gender; platform skews mirror national patterns:
  • More women than men on Facebook and Pinterest (Pinterest users are predominantly women).
  • Instagram is near parity to slightly female-skewed.
  • Snapchat slightly female-skewed; TikTok near parity.
  • Reddit and X (Twitter) skew male; LinkedIn slightly male-skewed.
• Net effect locally: Facebook/Pinterest audiences lean female; Reddit/X lean male; most others are balanced.

Behavioral trends and local usage insights

• Community and public safety: Facebook Groups and Pages (County agencies, CalFire, CHP, city governments) and Nextdoor are primary for wildfire/PSPS updates, road closures, lost-and-found pets, and local alerts. Engagement spikes during fire season and major weather events.
• Local commerce: Facebook buy/sell/trade groups, marketplace listings, and service referrals are highly active in Ukiah, Fort Bragg, and Willits; Pinterest drives planning/DIY inspiration that translates into local purchases.
• Tourism and hospitality: Instagram, YouTube, and TikTok drive discovery for coastal scenery, Glass Beach, the Skunk Train, wineries, breweries, and farm-to-table dining. Short-form video (Reels/Shorts/TikTok) materially outperforms static posts for reach and saves.
• Language and community: Facebook and WhatsApp are important for Spanish-speaking households and extended-family coordination; event promotion and church/school communications see strong traction on Facebook.
• Timing and device norms: Engagement peaks early morning (7–9 a.m.), lunch (12–1 p.m.), and evenings (7–10 p.m.), with Friday–Sunday surges tied to tourism and leisure. Mobile-first consumption dominates; rural broadband gaps make short video and lightweight formats perform best.
• Influencers and micro-communities: Regional micro-influencers and local organizations on Instagram/TikTok/YouTube (outdoor recreation, food, arts) drive outsized impact; Facebook Groups remain the backbone for hyperlocal discussion and mobilization.

What this means for planning

• Facebook and YouTube are the county’s reach pillars; Instagram is essential for lifestyle and tourism; TikTok reaches younger residents and visitors efficiently.
• For hyperlocal engagement, pair Facebook Groups/Pages with Nextdoor posts during public-safety windows; lean on WhatsApp for Spanish-speaking outreach.
• Use short-form video and concise visuals; schedule around morning/evening peaks and weekends for consumer-facing messages.

Sources and basis

• U.S. Census Bureau (Decennial Census/ACS) for population baselines; Pew Research Center 2024 U.S. adult platform usage rates applied to Mendocino County’s adult population to derive the above estimates.