Nassau County

Nassau County, Florida – key demographics

Population

• 2023 estimate: ~100,700 (up from 90,352 in 2020; +11% since 2020)

Age

• Median age: ~46.6 years
• Under 18: ~21%
• 18–64: ~57%
• 65 and over: ~22%

Gender

• Female: ~51%
• Male: ~49%

Race and ethnicity

• White alone: ~86%
• Black or African American alone: ~8–9%
• Asian alone: ~1–2%
• Two or more races: ~3%
• Other races (incl. AIAN, NH/PI): <1%
• Hispanic or Latino (any race): ~7% Note: Race shares are regardless of Hispanic origin; the Hispanic share overlaps with the race categories.

Households and housing

• Total households: ~38–39k
• Average household size: ~2.6
• Family households: ~73% (married-couple families ~60%)
• Owner-occupied: ~80–82%; renter-occupied: ~18–20%

Insights

• Fast-growing suburban county with an older median age than the state overall.
• Predominantly non-Hispanic White, modest Hispanic and Black populations.
• High homeownership and predominantly family households.

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

• Population baseline: ≈100,000 residents (2023).
• Estimated email users: ≈76,000 residents. Method: applying national email adoption to the county’s age mix (very high among adults; strong but slightly lower among teens and seniors).
• Age distribution of email users:
  • 13–17: 6%
  • 18–34: 22%
  • 35–54: 30%
  • 55–64: 18%
  • 65+: 24%
• Gender split of email users: ~51% female, ~49% male (mirrors local population balance).
• Digital access and usage trends:
  • ~87% of households subscribe to broadband.
  • ~93% of households have a computer.
  • ~12% are smartphone‑only internet households.
  • Email access is predominantly multi‑device (mobile plus home broadband), with work/school accounts driving daily use among 18–64 and strong personal-use adoption among 65+.
• Local density/connectivity facts:
  • Population density ≈150 people per square mile, with residents concentrated along the A1A/US‑17/I‑95 corridor (Yulee, Fernandina Beach/Amelia Island) where cable/fiber coverage is most extensive.
  • Western/rural tracts have thinner fixed-wireline options and rely more on fixed‑wireless or satellite, contributing to modestly lower email intensity there.
  • Libraries, schools, and municipal sites provide public Wi‑Fi that supports access for smartphone‑only households.

Mobile phone usage in Nassau County, Florida — 2024 snapshot

Headline takeaways

• Nassau’s overall smartphone uptake is high but slightly below the Florida average once its older age mix and rural pockets are accounted for. Coverage and capacity are strongest along the I‑95/US‑17/SR‑200 (A1A) corridors and on Amelia Island; the rural west shows more variability than the state norm.

User estimates (point-in-time, derived from ACS population structure and current U.S./Florida ownership rates)

• Total resident smartphone users: ≈77,000 (about 76–78% of the county’s population).
• Adult (18+) smartphone users: ≈70,000 (≈88% of ~79,000 adults).
• Youth smartphone users (ages 10–17): ≈7,500 (≈80% adoption in that cohort).
• Wireless-only (no landline) households: ≈29,000–30,000, about 74% of ~40,000 households. This is several points lower than Florida’s wireless-only household share (upper-70s%), reflecting Nassau’s older age profile.

Demographic breakdown shaping usage

• Age: About 23% of residents are 65+, higher than Florida’s ~21%. Smartphone ownership among 65+ (≈75–80%) trails that of ages 18–49 (≈95%+), pulling down countywide penetration versus the state.
• Race/ethnicity: Nassau is less diverse than Florida overall, at roughly 80–85% non‑Hispanic White, ~7–9% Black, and ~5–8% Hispanic/Latino. This yields lower demand for multilingual plans/content than the state average.
• Income/household mix: Median household income is notably above the Florida median, supporting higher rates of premium 5G handset ownership and multi‑line family plans—particularly in eastern census tracts (Yulee, Fernandina Beach/Amelia Island).
• Seasonal/tourism effect: Amelia Island’s visitor influx produces pronounced weekend/seasonal mobile traffic spikes uncommon in most non‑coastal Florida counties of similar size.

Digital infrastructure and coverage

• Networks present: AT&T, Verizon, and T‑Mobile provide countywide LTE with broad 5G overlays; DISH has partial 5G presence near the urbanized east.
• 5G footprint:
  • Eastern half (Fernandina Beach, Yulee, A1A/SR‑200 and US‑17 corridors, and I‑95 interchanges): strong mid‑band 5G from T‑Mobile (2.5 GHz) and C‑band 5G from Verizon/AT&T, supporting typical mid‑band speeds and capacity.
  • Western townships (Callahan, Hilliard, Bryceville and the St. Marys River fringe): more reliance on low‑band 5G/LTE with pockets of weaker indoor service; upgrade activity continues but lags the east.
• Backhaul/fiber: AT&T, Comcast/Xfinity, and Lumen/CenturyLink anchor fiber/coax along I‑95, US‑17, and SR‑200/A1A, with carrier-neutral long‑haul (e.g., Crown Castle/Zayo) along I‑95 feeding macro sites. Rural western tracts still lean more on microwave backhaul and have fewer fiber laterals than the Florida average.
• Small cells and venue Wi‑Fi: Denser deployments on Amelia Island (beachfront, downtown Fernandina) and around retail nodes in Yulee compared with the county interior.
• Fixed wireless/broadband interplay: T‑Mobile Home Internet and Verizon 5G Home cover most populated eastern ZIPs; WISPs and Starlink adoption are material in fringe areas where terrestrial broadband choices remain limited.

How Nassau differs from the Florida state pattern

• Slightly lower effective smartphone penetration when measured as a share of total population (≈76–78% vs. Florida ≈80–82%), driven by a larger 65+ cohort and meaningful rural geography.
• Lower wireless-only household share (≈74% vs. Florida high‑70s%), reflecting more landline retention among seniors.
• More pronounced intra‑county variance: coastal/tourist and commuter corridors enjoy dense 5G capacity, while the rural west shows coverage and capacity gaps atypical of Florida’s largely urban/suburban population distribution.
• Higher device quality mix in the east (above‑median incomes and second‑home owners) accelerates mid‑band 5G uptake and per‑user data consumption during peak visitor seasons, creating sharper seasonal load swings than the state average.

Notes on methodology and sources

• Population structure and households are based on recent ACS estimates for Nassau County; smartphone adoption rates draw on current Pew Research Center and industry adoption benchmarks; wireless-only household rates reference the CDC/NCHS wireless substitution series adjusted for local age mix; infrastructure observations synthesize FCC Broadband Data Collection filings and nationwide carrier 5G build patterns in the Jacksonville metro.

Nassau County, FL social media snapshot (best-available 2024–2025 estimates, derived from Pew Research Center 2024 U.S. usage benchmarks, U.S. Census ACS demographics, and suburban/older age adjustments specific to Nassau County)

Overall usage and user counts

• Adult social media penetration: ~85% of residents 18+ use at least one platform
• Estimated adult users: ~63,000–70,000 (out of roughly 74,000–82,000 adults)
• Daily users: ~60% of adults; multi-platform users: ~55–60%

Most-used platforms (share of adults using each platform at least monthly)

• YouTube: 82%
• Facebook: 72%
• Instagram: 42%
• TikTok: 30%
• Pinterest: 33%
• LinkedIn: 28%
• Snapchat: 24%
• X (Twitter): 20%
• Reddit: 18%
• Nextdoor: 22%
• WhatsApp: 20%

Age-group usage patterns

• 18–29: 95% use social media; platform mix skews to YouTube (95%), Instagram (75%), Snapchat (65%), TikTok (60%); Facebook (50%)
• 30–49: 90% use; Facebook (78%), YouTube (90%), Instagram (55%), TikTok (40%), LinkedIn (35%)
• 50–64: 80% use; Facebook (76%), YouTube (85%), Instagram (35%), TikTok (20%), Nextdoor (28%), Pinterest (~35%)
• 65+: 70% use; Facebook (65%), YouTube (60–65%), Nextdoor (25%), Instagram (20%), TikTok (10–12%)

Gender breakdown

• Overall user base: ~52–53% female, ~47–48% male
• Platform skews: Pinterest (75% female), Instagram (55% female), TikTok (55–60% female), Snapchat (55% female), Reddit (65% male), X (60% male), YouTube (55% male), LinkedIn (50/50)

Behavioral trends and local patterns

• Facebook is the default community layer: heavy use of Groups for HOA updates, school and youth sports, local services, events, and buy/sell/trade
• Nextdoor has above-average traction in suburban neighborhoods (Yulee, Fernandina Beach, Amelia Island) for neighborhood alerts, contractors, and civic info
• Visual discovery and planning: Pinterest used by homeowners and coastal/DIY enthusiasts; Instagram used to find local restaurants, boutiques, fitness, and events
• Short-form video growth: TikTok and Reels usage rising among under-40s for food spots, beach/boating, real estate, and weekend activities; content with recognizable local landmarks and quick “best-of” guides performs best
• YouTube remains dominant for DIY, boating/fishing, home improvement, and local news/sports highlights; longer-form content and how-tos drive high watch time
• Messaging and response behavior: Facebook Messenger and Instagram DMs are common service channels; businesses that reply within an hour see higher conversion and review rates
• Timing: Engagement peaks evenings (7–9pm ET) and weekends; school-year cycles and seasonal tourism (Amelia Island) create distinct spikes around holidays and event weekends
• Ads and targeting: Geo-targeting around Fernandina Beach, Yulee, and Amelia Island performs well; Facebook/Instagram lead for conversion and event attendance; YouTube and TikTok effective for awareness among under-45s; Nextdoor strong for home services

Notes on methodology

• County-level platform figures are not directly published; percentages shown are modeled for Nassau County from 2024 national usage rates with adjustments for the county’s older-than-average, suburban profile and are rounded to the nearest percentage point.