Mills County

Mills County, Iowa — key demographics

Population size

• 15,305 (2020 Census)

Age

• Median age: ~40 years (ACS 2019–2023)
• Under 18: ~24%
• 18–64: ~58–59%
• 65 and over: ~17–18%

Gender

• Female: ~50%
• Male: ~50%

Race/ethnicity (ACS 2019–2023)

• White alone: ~93%
• Black or African American alone: ~1%
• American Indian and Alaska Native alone: ~0.3%
• Asian alone: ~0.5%
• Native Hawaiian and Other Pacific Islander: ~0.1%
• Some other race: ~0.4–0.5%
• Two or more races: ~4–5%
• Hispanic or Latino (of any race): ~4%
• White alone, not Hispanic: ~90%

Households (ACS 2019–2023)

• Households: ~6,000
• Average household size: ~2.55
• Family households: ~66–67%
• Married-couple households: ~52–54%
• Households with children under 18: ~30%
• One-person households: ~25–26%
• Owner-occupied housing rate: ~79%
• Average family size: ~3.0

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2019–2023 5-year estimates.

Mills County, IA snapshot (estimates, 2023–2024):

• Population ~15,500; land area ~440 sq mi; density ~35 residents/sq mi.
• Adult email users: ~10,600. By age: 18–34 ≈ 2,800 (26%), 35–54 ≈ 3,600 (34%), 55–64 ≈ 1,800 (17%), 65+ ≈ 2,400 (23%). Adoption is highest among 18–54 (≈90–95%) and strong among 55–64 (≈90%); seniors 65+ ≈82%.
• Gender split among users: ~51% female, 49% male, reflecting the county’s slight female-majority population.
• Digital access: ~87% of households subscribe to home broadband; ~92% report a computer in the home; ~12% are smartphone‑only for internet; ~10% report no home internet subscription.
• Trends: Home broadband subscriptions have risen ~3 percentage points since 2019; email use among older adults continues to climb; mobile‑first access is gradually increasing.
• Local connectivity: Population centers (e.g., Glenwood, Malvern, Pacific Junction) and the I‑29/US‑34 corridors have robust wired broadband and 5G coverage; more dispersed rural townships rely more on fixed wireless/DSL, contributing to the remaining non‑subscriber share.

These figures align county demographics (ACS) with statewide internet/email adoption patterns (Pew) to quantify local email usage and access.

Mobile phone usage in Mills County, Iowa — 2024 snapshot

Overall user estimates

• Population base: ~15,600 residents; ~6,100 households.
• Any mobile phone users: ~12,000 people (≈77% of the total population).
• Smartphone users: ~11,100 people (≈71% of the total population; ≈88–90% of working‑age adults).
• Smartphone-only internet households (no fixed wired broadband at home): ~850 households (≈14% of households), modestly higher than Iowa’s statewide share (≈12%).

Demographic breakdown (ownership/adoption)

• By age
  • 13–17: ~1,040 teens; smartphone ownership ≈95% → ~990 teen users.
  • 18–34: ~3,430 adults; smartphone ownership ≈97% → ~3,330 users.
  • 35–64: ~5,620 adults; smartphone ownership ≈88% → ~4,940 users.
  • 65+: ~2,810 adults; smartphone ownership ≈65% → ~1,830 users.
  • Distinct from Iowa overall: higher 18–34 penetration and slightly higher 35–64 penetration, reflecting commuter ties to the Omaha–Council Bluffs metro; 65+ remains below the county average, similar to statewide but with a slightly larger smartphone‑only gap in this group.
• By income (share of households that are smartphone‑only for home internet)
  • <$35k: ~1,340 households; ≈28% smartphone‑only → ~375 households.
  • $35k–$100k: ~3,230 households; ≈12% smartphone‑only → ~390 households.

  • $100k: ~1,530 households; ≈6% smartphone‑only → ~90 households.

  • Distinct from Iowa: the <$35k segment relies on smartphone‑only at a somewhat higher rate than the state average, but middle‑income reliance is also elevated, consistent with suburban‑rural fringe markets where 5G fixed‑wireless and unlimited phone plans substitute for cable/DSL.
• By education and race/ethnicity
  • Households with a bachelor’s degree or higher are more likely to have both fixed broadband and mobile service; smartphone‑only reliance skews toward households without a college degree.
  • Minority households (a small share locally) show a higher propensity for smartphone‑only service than White non‑Hispanic households, mirroring statewide patterns but with slightly larger gaps because of local availability of 5G fixed‑wireless plans.

Usage patterns

• High commuter mobility to the Omaha–Council Bluffs area drives strong daytime mobile usage along I‑29 and US‑34 corridors and above‑average adoption of unlimited data plans among working‑age adults.
• Video streaming, navigation, and hotspot tethering are more prevalent than in the Iowa average, particularly among middle‑income households using mobile plans as a primary or backup connection.

Digital infrastructure highlights

• Coverage and technology mix
  • All three national carriers operate LTE and 5G in the county. Low‑band 5G is broadly available; mid‑band 5G (for higher capacity) is strongest along I‑29, Glenwood, Pacific Junction, Malvern, and other population centers.
  • Terrain in the Loess Hills and river bottoms creates localized shadowing and dead zones on some county roads, making coverage more variable than in central Iowa’s flatter counties.
• Cell sites
  • The county is served by roughly two to three dozen macro cell sites, with higher site density along interstate/US highways and around towns; limited small‑cell infill exists in the most trafficked areas.
• Backhaul and fiber
  • Multiple fiber routes parallel I‑29 and US‑34, supporting 5G upgrades and higher sector capacity. The Iowa Communications Network and regional carriers provide institutional and enterprise backhaul that also benefits nearby wireless sites.
• Public safety and resilience
  • County public safety uses Iowa’s statewide ISICS network, and FirstNet Band‑14 coverage overlays primary corridors and towns, improving emergency‑communications reliability.
  • Post‑2019 flood hardening along the Missouri River corridor has increased site resiliency and backhaul diversity relative to pre‑flood conditions.
• Fixed‑wireless access (FWA)
  • 5G FWA from major carriers is available in and around towns and along I‑29/US‑34. Adoption is estimated at ~5–8% of households—above statewide averages—often replacing or supplementing DSL and cable in fringe areas.

How Mills County differs from Iowa overall

• Higher smartphone penetration among working‑age adults and commuters, and a larger share of smartphone‑only households, driven by strong corridor coverage and competitive mobile plans.
• More mid‑band 5G capacity along major routes than typical rural Iowa counties, but also sharper coverage variability off‑corridor because of hilly terrain.
• Faster take‑up of 5G fixed‑wireless as a home broadband substitute, particularly among middle‑income households.
• Senior adoption lags local averages similarly to statewide patterns, but seniors in Mills County are more likely than the Iowa average to keep a basic mobile device without a data plan, reflecting terrain‑driven coverage caution and established landline habits.

Key takeaways

• Approximate smartphone users: ~11,100; any mobile users: ~12,000.
• Smartphone‑only households: ~850 (≈14%), above the state share.
• Infrastructure is stronger than a typical rural county along I‑29/US‑34 with broader 5G and FWA options, yet more topography‑related gaps off the main corridors than the state average.

Mills County, IA social media snapshot (2025)

Overall usage (estimated, adults 18+)

• Active on at least one social platform: 80–85% of adults; 95% of teens (13–17)
• Daily users: ~70% of adult users; ~90% of teen users
• Average platforms used per person: ~3
• Typical peak activity: 6:30–8:30 a.m., 12–1 p.m., 7–10 p.m. (CST)

Most-used platforms among adults (share of adults using each, estimated)

• YouTube: 80–85%
• Facebook: 65–72%
• Instagram: 38–45%
• Pinterest: 30–36% (notably strong among women 25–54)
• Snapchat: 28–35% (concentrated under 35)
• TikTok: 27–33% (skews under 35; growing among 35–44)
• LinkedIn: 18–24% (boosted by Omaha/Council Bluffs commuters)
• Reddit: 12–18% (skews male 18–34)
• X (Twitter): 10–15%
• Nextdoor: 5–8% (limited rural footprint)

Age-group breakdown (estimated adoption within group)

• 13–17: YouTube ~95%, Snapchat ~75%, TikTok ~70%, Instagram ~65%, Facebook ~30%
• 18–24: YouTube ~92%, Instagram ~75%, Snapchat ~70%, TikTok ~65%, Facebook ~50%
• 25–34: YouTube ~88%, Facebook ~70%, Instagram ~60%, Snapchat ~45%, TikTok ~45%, LinkedIn ~28%
• 35–54: Facebook ~78%, YouTube ~85%, Instagram ~40%, Pinterest ~40%, TikTok ~25–30%, LinkedIn ~25%
• 55+: Facebook ~70–75%, YouTube ~70%, Pinterest ~30%, Instagram ~20–25%, TikTok ~12–18%

Gender breakdown (estimated)

• Overall social media usage: women ~83–87%; men ~78–82%
• Platform skews:
  • Women: Facebook ~75–80%, Instagram ~45–50%, Pinterest ~50%+, TikTok ~30–35%
  • Men: YouTube ~85–90%, Facebook ~60–68%, Instagram ~32–40%, Reddit ~18–22%, X ~12–18%, LinkedIn ~20–25%

Behavioral trends

• Community-first usage: High engagement with local Facebook Groups (schools, youth sports, county services, churches, 4-H/FFA), event pages, and emergency/weather updates.
• Marketplace reliance: Facebook Marketplace is a primary channel for buying/selling farm, outdoor, auto, and household items; strong weekend activity.
• Video-heavy consumption: Short-form (Reels/TikTok) for entertainment and local highlights; YouTube for DIY, home repair, ag equipment, hunting/fishing, and high school sports replays.
• Local news and trust: Residents favor posts from county/city pages, school districts, and known local figures; share rates spike during storms, road closures, and school announcements.
• Youth patterns: Teens and 18–24s prioritize Snapchat (messaging/stories) and TikTok (trends, humor); Instagram used for identity and local events; Facebook mainly for family contact.
• Commuter influence: Proximity to Omaha/Council Bluffs elevates LinkedIn usage among professionals and boosts weekday early-morning/late-evening checks.
• Content that performs: Brief, plain-language updates, photo carousels of local people/places, and under-60-second videos; polls and giveaways drive comments and shares.
• Privacy and messaging: Older adults prefer private Facebook Groups and Messenger over public posting; younger users favor DMs (Snapchat/Instagram) for organizing.
• Advertising response: Best-performing ads are geo-targeted to 15–30 miles, include a clear local hook (place, school, event), and feature phone-call or message CTAs; high responsiveness to limited-time promotions tied to weekends and paydays.

Notes on method and sources

• Figures are modeled local estimates derived from U.S. Census county age/sex mix and national platform adoption patterns (Pew Research Center 2023–2024; industry benchmarks for rural Midwest), adjusted for commuting patterns to the Omaha metro. Allow ±3–6 percentage points by platform.