Union County

Key demographics — Union County, Indiana

Population size

• Total population: 7,087 (2020 Census)

Age

• Median age: 42.6 years (ACS 2018–2022)
• Under 18: 23.9%
• 18–64: 57.3%
• 65 and over: 18.8% (ACS 2018–2022)

Gender

• Male: 50.3%
• Female: 49.7% (ACS 2018–2022)

Race and Hispanic/Latino origin (2020 Census)

• White alone: 95.5%
• Black or African American alone: 0.8%
• American Indian and Alaska Native alone: 0.2%
• Asian alone: 0.2%
• Native Hawaiian and Other Pacific Islander alone: ~0.0%
• Some other race alone: 0.4%
• Two or more races: 2.9%
• Hispanic or Latino (of any race): 1.7%
• White alone, not Hispanic or Latino: 94.0–94.5%

Households and housing (ACS 2018–2022)

• Households: ~2,780–2,800
• Persons per household: 2.5–2.6
• Family households: ~70%
• Owner-occupied housing rate: ~80–82%
• Housing units: ~3,100
• Vacancy rate: ~9–10%

Insights

• Small, largely rural county with a predominantly non-Hispanic White population.
• Aging profile with nearly one in five residents 65+.
• High homeownership and mostly family households, with modest household sizes.

• Scope: Union County, Indiana (2020 Census population 7,087; land area ≈161 sq mi; density ≈44 residents/sq mi, among Indiana’s least-dense counties).
• Estimated email users: ≈5,700 residents (≈80% of total), modeled by applying national email-adoption rates by age to Union County’s rural age profile.
• Age distribution of email users (modeled):
  • 13–17: ≈6% (~320 users)
  • 18–29: ≈14% (~810)
  • 30–49: ≈30% (~1,750)
  • 50–64: ≈28% (~1,610)
  • 65+: ≈22% (~1,260)
• Gender split: ≈50% women, ≈50% men among email users; adoption is effectively parity by gender in U.S. and mirrors rural Indiana patterns.
• Digital access trends:
  • Household broadband subscription is typical of rural Indiana, roughly mid-to-high 70s percent, with steady gains since 2019.
  • 10–15% of adults are smartphone‑dependent (mobile data as primary home access), driving email use via phones rather than PCs.
  • Fixed‑wireless coverage has expanded; fiber remains spotty outside town centers. Low density raises last‑mile costs, so wired options are fewer than urban counties.
• Connectivity facts: Dispersed settlement and small population base constrain provider choice and speeds, but 4G LTE coverage is broad and adequate for routine email, with gradual 5G and fixed‑wireless improvements.

Union County, Indiana — mobile phone usage snapshot (2025)

Topline user estimates

• Population base: ≈7,100 residents (2020 Census). Adults 18+ ≈5,400–5,600; teens 13–17 ≈400–450.
• Smartphone users: ≈4,600–5,000 residents (about 62–70% of total population; roughly 80–86% of residents aged 13+). Method: applied Pew Research rural smartphone-ownership rates to the county’s age mix.
• Non‑smartphone or no‑mobile: ≈1,800–2,200 residents, concentrated among 65+.
• Mobile-only internet households: estimated 11–15% (above Indiana’s ~9–11%), reflecting more reliance on cellular data where wired broadband is limited.

Demographic breakdown of mobile use

• Age
  • 18–34: ≈1,300–1,500 smartphone users; adoption near urban/state levels (≈95%).
  • 35–49: ≈1,400–1,600; adoption ≈90–95%.
  • 50–64: ≈1,000–1,200; adoption ≈80–85%, a few points below state.
  • 65+: ≈700–900 smartphone users; adoption ≈60–65%, several points below state; roughly 400–600 likely use basic phones or none.
• Income and plan type
  • Higher prepaid/MVNO share than state averages (cost sensitivity and credit barriers). Expect stronger presence of Straight Talk, Cricket, Metro, and UScellular MVNOs.
• Household composition
  • More device sharing and hotspotting, especially in multi‑adult and multi‑generational homes, compared with state averages.

Digital infrastructure and performance

• Coverage
  • 4G LTE: near‑universal outdoor coverage along IN‑44, IN‑101, Liberty, and West College Corner; indoor reliability varies in wooded/low‑lying areas and farm structures.
  • 5G: low‑band from AT&T and Verizon along main corridors and towns; T‑Mobile 600 MHz 5G broadly present on corridors; mid‑band 5G capacity is spotty and primarily near Liberty/West College Corner. mmWave absent.
• Sites and backhaul
  • Macro cell sites: approximately 8–12 in‑county, implying a lower site density than Indiana’s average and helping explain weaker in‑building coverage and mid‑band depth.
  • Backhaul: mix of microwave and incremental fiber; recent rural fiber builds (e.g., REMC/utility projects and INDOT corridor fiber) are improving tower backhaul and school/library connectivity.
• Typical user experience
  • LTE downloads ≈10–35 Mbps; low‑band 5G ≈25–80 Mbps; mid‑band 5G peaks ≈150–250 Mbps where available. Latency ≈30–60 ms (LTE) and ≈25–40 ms (5G). More variability than state urban/suburban averages, with slowdowns during evening peaks and in foliage‑dense areas.
• Notable weak spots
  • Terrain and tree cover around Whitewater Memorial State Park/Brookville Lake fringe can attenuate signal; barns/metal buildings commonly require boosters for reliable voice/data.

How Union County differs from Indiana overall

• Adoption level: overall smartphone penetration is lower than the Indiana average by several points, driven by an older age profile and more rural households.
• 5G mix: a smaller share of traffic occurs on mid‑band 5G; users remain more LTE‑dependent than the state norm.
• Plan economics: higher prepaid/MVNO share and higher incidence of mobile‑only homes than the state average.
• Infrastructure density: fewer macro sites per square mile and less ubiquitous fiber backhaul, translating to lower indoor coverage reliability and lower median speeds than state metro areas.
• Carrier dynamics: AT&T and Verizon dominate reliability; T‑Mobile’s extended‑range 5G improves coverage on highways but capacity can be uneven off‑corridor.

Sources and methodology

• Population and age base: U.S. Census (2020).
• Adoption rates: Pew Research Center (2023) for rural smartphone ownership by age, applied to Union County’s size and rural profile to produce user estimates.
• Coverage and infrastructure: FCC mobile coverage maps and public filings (2023–2024), Indiana Broadband Office grant disclosures, and regional utility/REMC fiber announcements.

These figures are designed to be operational estimates for planning, highlighting meaningful differences from statewide conditions while anchoring to current national and Indiana rural benchmarks.

Social media usage in Union County, Indiana (2025 snapshot)

How to read this: County-level platform data isn’t directly published. The figures below are county-calibrated estimates built from Pew Research Center’s 2024 U.S. platform adoption rates, adjusted for Union County’s older, rural age mix per recent ACS demographics. Percentages refer to residents ages 13+ unless noted.

Overall reach and frequency

• Any social media: 72–78% monthly; 55–60% daily
• Adults 18+: 70–75% monthly
• Adults 65+: 50–58% monthly
• Typical daily peaks: early morning, lunch, and 7–10 pm (evening peak strongest)

Most-used platforms (share of residents 13+ using at least monthly)

• YouTube: 70–75%
• Facebook: 65–70%
• Instagram: 38–44%
• TikTok: 28–34%
• Pinterest: 25–30%
• Snapchat: 22–27%
• WhatsApp: 15–18%
• X (Twitter): 15–20%
• Reddit: 12–16%
• LinkedIn: 12–15%
• Nextdoor: 8–12%

Age-group breakdown (share using any social platform; top platforms)

• Teens 13–17: 90–95%; YouTube 90%+, TikTok 70–75%, Snapchat 65–70%, Instagram 60–65%
• 18–29: 94–97%; YouTube 90%+, Instagram 78–82%, TikTok 70–75%, Snapchat 70–74%, Facebook 65–70%
• 30–49: 88–92%; Facebook 78–82%, YouTube 85–90%, Instagram 55–60%, TikTok 40–45%, LinkedIn 35–40%
• 50–64: 75–80%; Facebook 72–76%, YouTube 70–75%, Pinterest 30–35%, Instagram 30–35%, TikTok 20–25%
• 65+: 50–58%; Facebook 58–62%, YouTube 45–50%, Instagram 20–25%, TikTok 10–15%, Nextdoor 10–15%

Gender breakdown (patterns among local users)

• Share of social media users: roughly balanced, female 51–53% and male 47–49% (reflecting county demographics)
• Platform skews:
  • Higher among women: Facebook (+3–6 pp vs men), Instagram (+3–5), Pinterest (substantial female tilt)
  • Higher among men: YouTube (+4–7), Reddit (+8–12), X/Twitter (+4–6)
  • Similar by gender: TikTok, Snapchat, WhatsApp

Behavioral trends observed in rural/older counties like Union County

• Facebook is the community backbone: heavy use of local groups (county news, schools, churches, youth sports), Marketplace, lost-and-found, and weather/road updates
• Video first: YouTube for how-tos, farm/DIY, local sports clips; Facebook Reels and TikTok for short local content
• Messaging splits: Facebook Messenger dominates for family/community; Snapchat is primary for teens/younger adults
• Event discovery: Facebook events/groups drive attendance for fairs, festivals, school and church functions; peak engagement 48–72 hours before events
• Civic and safety: High follow rates for sheriff’s office, EMS, schools, and highway updates; posts with clear local relevance and faces outperform
• Content that resonates: Photos of local people/places, school activities, agriculture/FFA, and practical tips; polished “ad-like” creative underperforms vs authentic, candid posts
• Ad effectiveness:
  • Best broad reach and conversion for 30+ audiences on Facebook/Instagram (boosted posts + Marketplace placement)
  • Under-35 reach most cost-effective on TikTok and Instagram Reels; calls-to-action tied to in-person events or limited-time offers perform best
• Timing: Evenings and weekends deliver the highest comment/share rates; weekday mornings work for announcements and public-service posts

Sources and approach

• Pew Research Center, Social Media Use in 2024 (U.S. adoption by platform, age, and gender)
• U.S. Census Bureau American Community Survey (ACS) recent estimates for Union County’s age and rural profile
• Estimates above are calibrated to Union County’s demographic mix and rural usage patterns to provide the most practical, county-specific picture available without platform-reported county data