Clay County

Clay County, Kansas – key demographics (most recent U.S. Census Bureau data; 2020 Decennial and 2019–2023 ACS 5‑year estimates)

• Population

  • 8,117 (2020 Census)
  • ~8,000 (2023 estimate; slight decline since 2010)

• Age

  • Median age: ~44 years
  • Under 18: ~22%
  • 65 and over: ~23%

• Gender

  • Female: ~50%
  • Male: ~50%

• Race and ethnicity (alone or in combination; Hispanic is of any race)

  • White (non‑Hispanic): ~90–93%
  • Hispanic/Latino: ~3–5%
  • Two or more races: ~2–4%
  • Black/African American: ~0.5–1%
  • American Indian/Alaska Native: ~0.5–1%
  • Asian: ~0.3–0.6%

• Households and housing

  • Households: ~3,300–3,500
  • Average household size: ~2.2–2.3
  • Family households: ~60–65% of households
  • Owner-occupied housing rate: ~70–75%
  • Housing units: ~3,700–4,000

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2019–2023 5‑year; Population Estimates Program (2023).

Clay County, KS (pop. 8,000) is rural (12–13 people/sq. mile). Email use is widespread but tracks rural connectivity.

• Estimated email users: ~5,600–6,200 residents. Basis: ~76–78% adults plus teens; 85–90% of adults use email; most teens 13–17 also have accounts.
• Age pattern (approximate usage among each group):
  • 18–29: ~95%+
  • 30–49: ~95%+
  • 50–64: ~90%
  • 65+: ~75–85%
• Gender split: ~50/50; negligible difference in adoption or frequency.
• Digital access trends:
  • Home broadband adoption typical of rural Kansas (~75–85% of households), with gaps in outlying farm areas.
  • Growing reliance on smartphones; ~10–15% of adults are smartphone‑only internet users, so many check email on mobile.
  • Fixed wireless and cable/fiber serve towns like Clay Center; satellite and mobile hotspots fill remote areas.
  • Affordability and digital skills remain key barriers; public Wi‑Fi (schools, libraries, civic buildings) is an important safety net.
• Connectivity notes: Email access is most reliable in and near Clay Center and along main corridors; dispersed households see higher latency/variability. Federal/state programs (e.g., recent rural broadband funds) are targeting fiber and fixed‑wireless upgrades countywide.

Clay County, KS – Mobile phone usage summary (2025, best-available estimates)

Overall users

• Population base: ~8,000–8,300 residents; ~6,100–6,400 adults.
• Smartphone users: ~5,000–5,500 adults (roughly 80–86% adult smartphone ownership, a few points below the Kansas average).
• Basic/feature phone users: ~500–800 adults (notably concentrated among 65+).
• Smartphone-only internet households: estimated 10–15% (slightly higher than statewide, driven by patchy fixed broadband and affordability constraints).

Demographic breakdown and behavior

• Age
  • 18–34: 93–97% smartphone adoption; higher prepaid usage and Android share; heavier app/social/video usage; more likely smartphone-only if renting or lower income.
  • 35–64: 88–92% adoption; strong use for work coordination, agriculture/logistics apps; hotspot use common when home broadband is slow.
  • 65+: 65–75% smartphone adoption; sizable flip/basic-phone cohort; heavier reliance on voice/text and caregiver apps; slower upgrade cycles.
• Income and occupation
  • Agriculture, trades, and small manufacturing drive utilitarian use (messaging, navigation, weather, farm-management, marketplace apps).
  • Lower-income households are more likely to be smartphone-only and to use prepaid or budget MVNOs.
• Device and plan trends
  • Upgrade cycles run 3–4 years on average (longer than the state average).
  • Wi‑Fi calling used to fill indoor coverage gaps in metal buildings and farmsteads.
  • ACP program sunset in 2024 likely nudged some households from fixed broadband toward smartphone-only access.

Digital infrastructure and coverage

• Carriers present: Verizon, AT&T, and T‑Mobile all cover the county; Verizon and AT&T are typically favored outside towns due to low‑band LTE/5G reliability; T‑Mobile’s low‑band 600 MHz is present with improving mid‑band 5G in/near Clay Center.
• 5G profile: Predominantly low‑band 5G (coverage-first, LTE‑like speeds) with spotty mid‑band “Ultra/UC” capacity in town centers; limited small‑cell presence.
• Backhaul and local providers: Twin Valley (headquartered in Clay Center) and other regional fiber carriers provide backhaul/fixed broadband; fiber is strongest in town with DSL or fixed wireless in outlying areas. Microwave backhaul still appears on some rural sites.
• Terrain and gaps: River valleys, lake-adjacent areas, and low-lying farm fields can see dead zones and handoff issues; highways and town centers are best covered.
• Capacity: Event-time congestion is noticeable (school events, fairs, harvest logistics peaks). Average rural speeds are modest; town centers fare better.

How Clay County differs from Kansas overall

• Adoption is a bit lower overall, but the gap is concentrated among adults 65+; younger adoption is near parity with statewide levels.
• Higher share of smartphone-only households than Kansas average, tied to patchy fixed broadband and cost sensitivity.
• Carrier preference skews more toward Verizon/AT&T for wide‑area reliability; T‑Mobile adoption lags outside town despite gains.
• 5G here is more often low‑band coverage with fewer mid‑band capacity zones, so median speeds trail state urban/suburban medians.
• Longer device replacement cycles and higher prepaid/MVNO usage.
• Heavier practical use cases (ag/weather/market apps, hotspots for laptops) versus entertainment-first usage seen in metros.

Notes on method and uncertainty

• Figures are derived by applying recent rural U.S. and Kansas adoption benchmarks (Pew, NTIA, FCC coverage maps) to Clay County’s population and age profile, plus known local infrastructure patterns (Twin Valley fiber presence, carrier 5G rollouts). Use these as planning estimates; for precise counts, combine a short resident survey with drive tests and current FCC BDC map validation.

Below is an estimate-based snapshot for Clay County, Kansas (≈8,000 residents). County‑level social media figures aren’t published; numbers are modeled from Pew Research U.S. social media use, rural/Midwest skews, and Clay County’s age mix. Treat as directional, not exact.

Headline user stats

• Estimated social media users (13+): ≈5.2–5.5k people
  • Adults (18+): ≈4.7–5.0k (≈75–80% of adults)
  • Teens (13–17): ≈0.45–0.50k (≈90%+ of teens)

Most‑used platforms among adults (share of adults; overlapping)

• YouTube: 72–78%
• Facebook: 68–72%
• Instagram: 30–35%
• TikTok: 22–28%
• Pinterest: 22–28% (skews female)
• Snapchat: 18–24% (skews under 35)
• X (Twitter): 10–14%
• LinkedIn: 10–13%
• Reddit: 8–12%
• Nextdoor: <5% (limited footprint)

Age‑group patterns

• 13–17: 90–95% on any social; YouTube ≈95%; TikTok 65–75%; Snapchat 60–70%; Instagram 55–65%; Facebook 20–30%.
• 18–29: ≈95% any social; YouTube ≈95%; Instagram 70–80%; TikTok 60–70%; Snapchat 60–70%; Facebook 55–65%.
• 30–49: 85–90% any; Facebook 75–85%; YouTube 80–90%; Instagram 40–50%; TikTok 30–40%; Snapchat 25–35%; Pinterest 35–45% of women.
• 50–64: 70–80% any; Facebook 65–75%; YouTube 60–70%; Instagram 18–25%; TikTok 15–25%; Pinterest 25–35%.
• 65+: 55–65% any; Facebook 55–60%; YouTube 45–55%; others typically <15%.

Gender breakdown (adults)

• Women: any social 80–85%; Facebook 72–78%; Instagram 35–40%; TikTok 28–34%; Pinterest 35–45%.
• Men: any social 75–80%; YouTube 78–82%; Facebook 62–68%; Instagram 25–30%; TikTok 18–24%; Reddit 12–16%; X 12–16%.

Behavioral trends to know

• Community-first on Facebook: Local groups (buy/sell/trade, school sports, church/4‑H/FFA, events, lost/found pets) drive the highest engagement. Marketplace and Messenger are core to local commerce and inquiries.
• Local info utility: Heavy use for weather alerts/severe storms, road conditions, obituaries, county fair and school updates; regional news via Facebook pages. Trusted, familiar sources outperform national brands.
• Video habits: YouTube for farming/DIY, equipment repair, hunting/fishing, and weather. Short‑form video (FB Reels/TikTok) is growing, especially among under‑40s, but older residents favor photos/text posts.
• Timing: Peaks around 6–8 a.m., lunch hour, and 7–9 p.m.; Friday night (school sports) and weekend mornings see spikes. Engagement drops during planting/harvest workdays.
• Content that performs: Photos of local people/teams, helpful how‑tos, storm footage, giveaways with local tie‑ins, clear calls to action (phone number or “Message us”).
• Ads and outreach: Best ROI via Facebook/Instagram with tight geo‑targeting and group/page distribution; pair boosted posts with Messenger. Teens/20s respond better on Instagram, TikTok, and Snapchat; professionals reachable but limited on LinkedIn.

Note on methodology: Figures are inferred from Pew Research 2022–2024 social media adoption by age, rural vs. non‑rural skews, and Clay County’s small, older‑leaning population. For campaign planning, validate with page insights, group member counts, and platform ad reach estimates specific to Clay County ZIPs.