Saint Johns County

Saint Johns County, Florida — key demographics

Population size

• 321,800 (July 1, 2023 estimate, U.S. Census Bureau)

Age

• Under 18: 22.6%
• 65 and over: 20.2%
• Working-age (18–64, residual): ~57.2%

Gender

• Female: 51.2%
• Male: 48.8%

Racial/ethnic composition

• White alone, not Hispanic: 79.9%
• Black or African American alone: 5.3%
• Asian alone: 4.7%
• Two or more races: 2.8%
• Hispanic or Latino (of any race): 8.2% (Note: “Hispanic or Latino” overlaps with race categories; “White alone, not Hispanic” is non-overlapping.)

Household data (ACS 2018–2022)

• Households: 116,300
• Persons per household: 2.63
• Owner-occupied housing unit rate: 80.0%
• Median household income (2022 dollars): ~$100,000

Insights

• Rapid population growth since 2020, with a relatively family-oriented age structure (higher under-18 share than Florida overall) and a sizable 65+ segment.
• Predominantly non-Hispanic White but gradually diversifying, with growing Hispanic and Asian populations.
• High homeownership and one of Florida’s highest median household incomes signal strong household stability and affluence.

Saint Johns County, FL email usage (2025 snapshot)

• Estimated users: ≈230,000 adult residents use email. Basis: population ≈320,000; adults ≈78% (~250,000); ~92% of U.S. adults use email, applied locally.
• Age distribution of email use (apply to county):
  • 18–29: ~99%
  • 30–49: ~96%
  • 50–64: ~92%
  • 65+: ~85%
• Gender split: Near parity. Women ~51% of adults; men ~49%. Applying typical usage rates (women ~93%, men ~91%) yields roughly 117,000 female and 113,000 male email users.
• Digital access trends:
  • Broadband adoption is high: about 94% of households subscribe to broadband.
  • Computer access is widespread: roughly 97% of households have a computer.
  • Smartphone access is pervasive (≈90%+ of households), supporting on‑the‑go email; a minority rely primarily on cellular data where wired options are sparse.
• Local density/connectivity facts:
  • Population density ≈530 people per square mile (fast‑growing, suburban Jacksonville metro).
  • The I‑95/US‑1 corridor, St. Augustine, Ponte Vedra, and Nocatee have extensive cable/fiber coverage; western and southern rural pockets show lower wired availability but good cellular coverage.

Overall, very high email penetration, slightly lower among seniors, and minimal gender gap, supported by strong broadband and device access.

Summary of mobile phone usage in Saint Johns (St. Johns) County, Florida (2023–2024)

Headline takeaways

• Adult smartphone users: ~237,000 (about 92% of ~257,000 adults)
• 5G-capable devices: ~199,000 (about 84% of smartphone users)
• Households with a smartphone: ~119,000 of ~125,000 (95%)
• Households using only a cellular data plan for home internet: 10,000 (8%), noticeably below Florida’s statewide rate (14–16%)
• Distinct from Florida overall: higher device ownership and fixed broadband, lower “smartphone-only” dependence, stronger mid-band 5G availability in populated corridors, and higher iOS/high-end device mix consistent with income and education

User estimates

• Total population: ~321,000 (2023 estimate); adults (18+): ~257,000
• Adult smartphone users: ~237,000 (92% adoption, consistent with Pew 2023 and the county’s income/education profile)
• 5G-capable smartphones in use: ~199,000 (about 84% of smartphones, reflecting rapid device turnover in a high-income market)
• Mobile internet–only households (cellular data plan with no fixed broadband): 10,000 (8% of households), well under the Florida average (14–16%)
• Smartphone-only households (smartphone present but no computer): ~6% locally vs ~10% statewide

Demographic breakdown (usage skew and counts)

• By age (adoption is near-universal under 50, strong among older adults):
  • 18–34: 55,000 smartphone users (97% adoption of ~57,000 adults)
  • 35–64: 128,000 smartphone users (94% adoption of ~136,000 adults)
  • 65+: 54,000 smartphone users (78% adoption of ~69,000 adults)
  • Insight: Despite an older-than-state median age, high income and education sustain above-state smartphone adoption; older-adult adoption continues to rise, narrowing the gap with younger cohorts.
• By income/education:
  • Median household income is roughly $95,000–$105,000 vs Florida’s ~$67,000–$70,000 (ACS). Higher income/education translates into more multi-device households, higher 5G device penetration, and less reliance on smartphones as the sole connection.
• By race/ethnicity (composition context):
  • The county is less diverse than Florida overall (higher share of non-Hispanic White residents). Current research shows minimal smartphone ownership gaps by race/ethnicity relative to age/income effects; the dominant local differentiators are age and household resources rather than race.

Digital infrastructure and performance

• Coverage: All three national carriers provide 5G across the I‑95/US‑1 growth corridor, St. Augustine, and the suburban north and west; practical population coverage exceeds 98%. Rural/exurban southwest pockets lean on low‑band 5G/LTE, with occasional capacity constraints.
• Capacity and speeds:
  • Mid‑band 5G (C‑band/2.5 GHz) has been widely deployed since 2022–2023, producing typical median mobile download speeds around 100–150 Mbps in populated areas and higher peaks under favorable conditions; speeds can drop below 25 Mbps in fringe or heavily forested exurban areas.
  • Newer subdivisions benefit from dense small‑cell and strong fiber backhaul, supporting higher 5G capacity and lower latency.
• Fixed broadband interplay:
  • Fixed broadband adoption is high (~92% of households) due to extensive cable and fiber in new builds. This reduces pressure on cellular networks via Wi‑Fi offload and keeps mobile‑only internet dependence below the state average.
• Device ecosystem:
  • High-end device penetration and rapid replacement cycles are elevated vs state averages, boosting 5G-capable share and advanced feature use (hotspotting, eSIM, Wi‑Fi calling). Prepaid/MVNO reliance is lower than statewide norms.

How St. Johns differs from the Florida statewide picture

• Lower dependence on mobile as the only home internet (≈8% vs ≈14–16% statewide), driven by strong fixed broadband availability and higher incomes.
• Higher household smartphone presence (≈95% vs ≈91–92% statewide) and higher 5G device penetration, resulting in more consistent 5G experience in populated areas.
• Better typical speed consistency in suburban corridors owing to dense mid‑band 5G and fiber backhaul; fringe rural pockets still lag relative to statewide metro cores.
• Older median age than the state but equal or higher overall smartphone adoption, as income/education effects outweigh age headwinds.
• More multi‑device homes and lower “smartphone‑only” households (~6% vs ~10% statewide), reflecting lower digital reliance on a single device.

Notes on sources and method

• Estimates synthesized from 2023 Census population estimates and ACS S2801 (Computers and Internet), combined with Pew Research 2023 smartphone ownership rates and major-carrier 5G deployment data as of 2023–2024. Figures are rounded for clarity and reflect county-specific income, education, and housing-stock characteristics that materially differ from Florida overall.

Social media usage in St. Johns County, FL — short breakdown

Overall penetration

• Expect high adoption. Pew Research Center (2024) finds about 72% of U.S. adults use at least one social media platform. St. Johns County’s above‑average broadband subscription and income levels (ACS) suggest local penetration is at least in that range, likely modestly higher.

Most‑used platforms (share of adults who use each platform; Pew Research Center, 2024 – apply as local benchmarks)

• YouTube: ~83%
• Facebook: ~68%
• Instagram: ~47%
• Pinterest: ~35%
• TikTok: ~33%
• Snapchat: ~30%
• LinkedIn: ~30%
• WhatsApp: ~25%
• Reddit: ~22%
• X (Twitter): ~22% Note: Nextdoor usage is not consistently measured by Pew; in suburban/HOA‑dense counties like St. Johns, practical adoption is materially higher than the national average for neighborhood apps, but authoritative local percentages are not published.

Age mix and usage tendencies (local demography skews family‑heavy with an older median age; align with national usage by age)

• Teens (13–17): Dominated by TikTok and Snapchat; YouTube is near‑universal. Facebook used mainly for family/teams/activities groups.
• Young adults (18–29): Instagram and TikTok lead; YouTube very high; Snapchat common; Reddit over‑indexes vs older cohorts. Facebook is secondary for events and groups.
• Adults (30–49): Facebook and Instagram are primary; YouTube strong for how‑to, local research, and entertainment. TikTok/Reels growing for discovery (restaurants, things to do).
• Adults (50–64): Facebook and YouTube dominate; Pinterest and Nextdoor useful for projects and neighborhood info; Instagram adoption moderate.
• Seniors (65+): Facebook is the anchor; YouTube prevalent (news, how‑to); Instagram light but rising.

Gender breakdown

• County population is slightly majority female (ACS). Combined with national usage skews, expect the local social media audience to be roughly 53–55% female and 45–47% male.
• Platform skews (national patterns that apply locally):
  • Pinterest: heavily female.
  • Reddit: heavily male.
  • Instagram/TikTok: slight female lean.
  • Facebook: balanced overall; stronger usage among women 30+.
  • LinkedIn: mild male lean.

Behavioral trends observed in similar suburban Florida counties and consistent with St. Johns’ profile

• Facebook Groups are the organizing layer for schools, youth sports, HOAs, church communities, buy/sell, and local politics; Marketplace is widely used for household and sporting goods.
• Nextdoor/Neighborhood groups are highly active for HOA news, municipal updates, contractor referrals, and safety alerts.
• Video is the default format: YouTube for DIY/home projects, boating/fishing, and local event recaps; Instagram Reels/TikTok for restaurants, attractions (especially St. Augustine), real estate, and new retail openings.
• Event‑driven spikes: severe weather/hurricane updates, school calendars/closings, major roadwork, and local festivals drive surges across Facebook, Instagram, and YouTube.
• Shopping/discovery: Facebook/Instagram ads and Reels drive local commerce; Pinterest influences home improvement and décor; TikTok fuels food/experience discovery among under‑40s.
• Professional networking: LinkedIn over‑indexes in affluent, commuter neighborhoods (e.g., Ponte Vedra area) for hiring, B2B, and executive community news.
• Timing patterns: Morning (7–9 a.m.), lunch (11:30 a.m.–1 p.m.), and evening (7–10 p.m.) are peak engagement windows; weekends concentrate on family activities and local events.

How to use this locally

• Lead with Facebook (Groups + Marketplace) and Instagram for reach; pair with YouTube for evergreen and how‑to video.
• Layer TikTok/Reels for under‑40 discovery; deploy Nextdoor for hyperlocal/HOA‑adjacent messaging; use LinkedIn for professional segments.
• Emphasize short‑form video, event tie‑ins, and utility content (local guides, weather/traffic, school info) to match behavior.

Sources

• Pew Research Center, Social Media Use in 2024 (U.S. adult platform adoption percentages)
• U.S. Census Bureau, American Community Survey/QuickFacts for St. Johns County, FL (broadband subscription, age/gender profile)