Hernando County

Hernando County, Florida — key demographics

Population size

• 194,515 (2020 Census)

Age (ACS 2018–2022, 5-year)

• Median age: ~49.7 years
• Under 18: ~19%
• 65 and over: ~28%

Gender (ACS 2018–2022, 5-year)

• Female: ~51–52%
• Male: ~48–49%

Racial/ethnic composition (2020 Census unless noted)

• White alone: ~87%
• Black or African American alone: ~6%
• Asian alone: ~1–2%
• American Indian/Alaska Native alone: ~0–1%
• Two or more races: ~3%
• Hispanic or Latino (of any race): ~15%
• White alone, not Hispanic or Latino: ~73%

Household data (ACS 2018–2022, 5-year)

• Households: ~83,000
• Average household size: ~2.36
• Family households: ~63%
• Owner-occupied housing rate: ~80%
• Median household income: ~$55–56K
• Persons in poverty: ~13–14%

Insights

• Older-skewed population (nearly 3 in 10 residents are 65+), small household sizes, and high homeownership compared with state and national averages.

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

• Population base: 205,000 (Hernando County, 2023 est.). Adults (18+): ~166,000 (81%).
• Estimated email users: ~153,000 adult users (92% of adults use email; Pew Research, applied to local population). Including teens, total email users ≈163,000.
• Age distribution (population): Under 18 ~19%; 18–64 ~50%; 65+ ~31% (ACS 2018–2022). Given high adoption, users roughly mirror this, yielding an email-user mix of ~43% ages 18–49, ~27% ages 50–64, ~30% ages 65+.
• Gender split: Female ~51%, male ~49% (ACS). Email adoption is similar by gender, so the user base follows this split.
• Digital access: Households with a computer ~91%; with a broadband subscription ~84%; ~16% lack a broadband subscription (ACS 2018–2022). This gap is concentrated among lower-income and older households, modestly dampening email use in those segments.
• Density/connectivity facts: Land area ≈473 sq mi; population density ≈430 people/sq mi. Fixed broadband of at least 25/3 Mbps is available to ≥95% of addresses (FCC maps, 2023), with strongest cable/fixed-wireline coverage in Spring Hill and Brooksville corridors; rural northeastern pockets have fewer fiber options but improving coverage.

Overall: Email usage is widespread and skews only slightly younger than the county’s older age profile.

Mobile phone usage in Hernando County, Florida (2024 snapshot)

Headline user estimates

• Total mobile phone users: approximately 170,000–185,000 residents, reflecting high overall mobile penetration among those 13+ despite an older age profile.
• Smartphone users: approximately 135,000–155,000 (about 78–83% of adults), modestly below Florida’s overall rate due to the county’s larger 65+ population.
• Seniors (65+) with smartphones: roughly 35,000–40,000 users, reflecting a 60–65% adoption band among seniors.

Demographic factors shaping usage (how Hernando differs from the state)

• Older population mix: Residents aged 65+ comprise about 28–30% in Hernando versus roughly 21% statewide. This dampens countywide smartphone penetration and app-centric usage relative to Florida overall.
• Income: Median household income is materially below the Florida median (county in the mid‑$50k range vs. Florida in the mid‑$60k), tilting plans toward value/prepaid, slower upgrade cycles, and refurbished devices.
• Race/ethnicity: Hispanic/Latino share is well below the statewide average, which tends to reduce demand for Spanish‑language plans and content bundles compared with large metro Florida markets.
• Education and digital literacy: Lower bachelor’s‑degree attainment than the state average correlates with a higher share of voice/text‑first users and a slower shift into advanced app ecosystems compared with Florida’s largest metros.

Digital infrastructure and availability

• Mobile networks: All three national operators (AT&T, T‑Mobile, Verizon) provide countywide 4G LTE. 5G is established along the US‑19, SR‑50, and I‑75 corridors and in/around Spring Hill and Brooksville; mid‑band 5G coverage is less continuous in the northern/eastern rural and forested tracts, leading to more pronounced speed variability than typical in major Florida metros.
• Wireline broadband: Spectrum cable covers most populated areas; fiber-to-the-home exists but is limited to pockets relative to statewide availability. Legacy DSL persists in outlying areas. This mix is less fiber‑rich than the state average and contributes to higher reliance on mobile data and fixed wireless access (FWA).
• Fixed wireless/home 5G: T‑Mobile Home Internet and Verizon 5G Home are widely marketed addresses in the Spring Hill–Brooksville area and select exurban zones, and they play a larger role than in fiber‑dense Florida counties.
• Coverage constraints: Heavier vegetation and lower tower density east/northeast of Brooksville and near large preserves create more dead‑zone risk than Florida’s urban counties, especially indoors and during peak loads.

Usage patterns and trends distinct from statewide norms

• Slightly lower smartphone penetration and app intensity: The outsized 65+ cohort pulls down smartphone adoption and heavy video/social usage relative to Florida overall; voice/SMS and utility apps (banking, navigation, telehealth) are comparatively more prominent.
• More value/prepaid orientation: Below‑median income and a large retiree base support higher prepaid and MVNO share, slower device refresh cycles, and a sustained market for basic/entry smartphones compared with the state’s large metro counties.
• Higher mobile‑primary households: Patchier fiber and pockets of DSL correlate with more households leaning on mobile plans or FWA as their main home connection than in fiber‑rich Florida metros.
• Corridor‑centric performance: Network investments track the US‑19/SR‑50/I‑75 corridors; users off‑corridor see bigger gaps between advertised and experienced speeds than in dense Florida markets.
• Post‑ACP adjustment: The wind‑down of the federal Affordable Connectivity Program in 2024 has outsized impact on cost‑sensitive segments; in Hernando this has likely nudged some households toward mobile‑only or lower‑cost prepaid plans more than in higher‑income Florida counties.

Segment highlights

• Commuters and families in Spring Hill/Brooksville: High smartphone and 5G use; heavy navigation, video, and hotspot usage during peak commute windows.
• Retirees: Moderate smartphone adoption with narrower app portfolios; strong use of voice, messaging, telehealth portals, and photo/video calling; more conservative data plans.
• Low‑income and fixed‑income households: Elevated reliance on prepaid, Lifeline‑eligible services, MVNOs, and FWA/mobile‑only internet solutions.

Notes on sources and method

• Demographics and income: U.S. Census Bureau (ACS 2018–2022) indicate Hernando’s 65+ share is well above Florida’s, and median household income trails the state average.
• Smartphone adoption rates by age are inferred from Pew Research Center national findings, weighted by Hernando’s older age profile, to produce county‑level user estimates.
• Infrastructure points are based on FCC National Broadband Map (2023–2024) patterns and publicly available carrier coverage disclosures, reflecting robust LTE, corridor‑focused 5G, and below‑average fiber presence relative to statewide.

Social media in Hernando County, FL — 2024 snapshot

How these figures were derived: Modeled estimates using the county’s most recent population and age structure from the U.S. Census Bureau (ACS, 2023) and age-specific social media adoption patterns and platform penetration from Pew Research Center (2024). Hernando County skews older, so platform shares have been age-adjusted accordingly.

Population and user base

• Total population: ~205,000
• Residents age 13+: ~185,000
• Estimated social media users (13+): ~131,000 (about 71% of residents 13+, ~64% of total population)
• Gender among users: ~54% women, ~46% men (county is majority female; women also over-index slightly in social use)

Age profile of local social media users (share of the 131k users)

• 13–17: 8.9%
• 18–24: 9.9%
• 25–34: 13.5%
• 35–44: 14.3%
• 45–54: 14.1%
• 55–64: 16.5%
• 65+: 22.7%

Most-used platforms in Hernando County (share of local social media users; age-adjusted estimates)

• YouTube: 76% (100k users)
• Facebook: 72% (94k)
• Pinterest: 38% (50k)
• Instagram: 34% (45k)
• TikTok: 25% (33k)
• Nextdoor: 20% (26k)
• Snapchat: 18% (24k)
• LinkedIn: 18% (24k)
• WhatsApp: 16% (21k)
• X (Twitter): 16% (21k)
• Reddit: 12% (16k)

Gender and platform tendencies

• Women over-index on Facebook and Pinterest; men over-index on Reddit and X. YouTube is broadly cross-gender but slightly male-leaning.
• Given the county’s older, majority-female profile, Pinterest and Facebook are stronger locally than in younger urban counties; LinkedIn is relatively weaker due to a larger retiree share.

Behavioral trends observed in older suburban Florida counties like Hernando

• Community-first engagement: Heavy use of Facebook Groups and Nextdoor for neighborhood updates, county services, yard sales, lost-and-found pets, road/traffic notices, hurricane preparedness, and local events (Brooksville, Spring Hill, Weeki Wachee).
• Marketplace-driven activity: Facebook Marketplace sees outsized participation for home, garden, vehicles, and estate/retirement downsizing.
• Local news and public safety: High interaction with county government, schools, and sheriff/fire pages; crime and road incident posts get strong share/comment activity.
• Video consumption: YouTube dominates for how‑to, home maintenance, travel/retirement, and local meeting replays. Short-form video (Reels/TikTok) is growing among 18–44, but remains secondary overall.
• Messaging norms: Facebook Messenger is the default for many older users; WhatsApp is present but not dominant countywide.
• Youth pockets: Teens and 18–24s cluster on TikTok and Snapchat for daily posting and private messaging; they still maintain Facebook accounts for family/community visibility and events.

Key takeaways

• Roughly two-thirds of Hernando residents 13+ are on social media, with the largest active block being 55+.
• Facebook and YouTube are the backbone of local reach; Pinterest is unusually strong; Instagram and TikTok are important for under‑45.
• Community, safety, and buy/sell content consistently outperform brand-forward posts; short local videos and useful how‑to content drive the highest engagement.