Morgan County

Morgan County, Kentucky — key demographics (latest Census/ACS)

Population

• Total population: 13,726 (2020 Census)
• 2023 estimate: ~13.3k (U.S. Census Bureau)

Age

• Median age: ~42 years
• Under 18: ~18–19%
• 18 to 64: ~63%
• 65 and over: ~18–19%

Gender

• Male: ~56%
• Female: ~44% (Note: Share of males is elevated due to the state correctional facility located in the county.)

Race and ethnicity (share of total population)

• White (non-Hispanic): ~87%
• Black or African American: ~8–9%
• Two or more races: ~2–3%
• Hispanic or Latino (any race): ~1–2%
• American Indian/Alaska Native: ~0–1%
• Asian: ~0–1%

Households

• Total households: ~4,300–4,500
• Average household size: ~2.3–2.4
• Family households: ~66–68% of households
• Married-couple families: ~47–50% of households
• Households with children under 18: ~25%
• Nonfamily households: ~32–34%

Insights

• Predominantly non-Hispanic White with a modest Black population share influenced by the correctional population.
• Older age structure typical of rural eastern Kentucky.
• Household sizes are small-to-moderate, with about two-thirds of households being family households.

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

• Scope: Morgan County, Kentucky (2020 Census pop. 13,726; land area ~384 sq mi; density ~36 people/sq mi).
• Estimated email users: ~11,700 residents (≈85% of population), based on U.S. adult email adoption patterns applied to the county’s age mix and rural connectivity.
• Age distribution of email users (estimated):
  • Under 18: ~1,700 (many via school accounts)
  • 18–34: ~2,700
  • 35–54: ~3,600
  • 55–64: ~1,800
  • 65+: ~2,000
• Gender split (estimated): near-even usage; ~5.8k male and ~5.9k female email users, reflecting minimal gender gaps in email adoption.
• Digital access trends and local context:
  • Rural density (~36/sq mi) and mountainous terrain create last‑mile challenges; fixed wireless and satellite help fill gaps where cable/DSL/fiber are limited.
  • Mobile access is pivotal; a significant share of users check email primarily on smartphones.
  • Public access points (schools, libraries, government offices) remain important for residents without robust home broadband.
  • State-backed rural broadband programs (e.g., Kentucky’s recent fiber investments supported by federal funds) are expanding coverage, improving reliability and speeds into 2024–2025.
• Insight: Email reach is effectively universal among working‑age adults; growth now depends on closing remaining home-broadband gaps for seniors and low‑income households.

Morgan County, Kentucky: Mobile phone usage snapshot

Core takeaways

• Mobile adoption is high but trails Kentucky overall, with greater reliance on cellular data in lieu of home broadband and more pronounced service gaps away from main corridors.
• Seniors and lower-income households in Morgan County lag state smartphone adoption by a wider margin than the state average, contributing to heavier “smartphone-only” internet use.
• 5G is present primarily as low‑band coverage along US‑460/ KY‑7 and in/around West Liberty; mid‑band capacity is sparse, which keeps rural speeds and app performance below state norms.

User estimates and headline metrics

• Estimated mobile phone users: ~11,500 residents (about 84% of the county’s ~13.7k population; derived from age-adjusted adoption profiles and Census counts).
• Households with a smartphone (ACS 2018–2022): Morgan County ~84% vs Kentucky ~90%.
• Households with a cellular data plan (ACS 2018–2022): Morgan ~67% vs Kentucky ~75%.
• Households with no internet subscription (any type) (ACS 2018–2022): Morgan ~21% vs Kentucky ~14%.
• Cellular‑only home internet (households that rely on a mobile data plan but lack wireline broadband) (ACS 2018–2022): Morgan ~17% vs Kentucky ~11%.
• Wireless‑only telephony (no landline) among adults: modeled local estimate ~76% vs ~74% statewide, reflecting higher rural reliance on mobile (based on NHIS state benchmarks, adjusted for Morgan’s age/income mix).

Demographic patterns that differ from state-level

• Age
  • 18–34: Near‑universal smartphone access in Morgan (~95–97%), roughly on par with Kentucky, but heavier “phone‑as‑only device” use than the state average.
  • 65+: Smartphone adoption materially lower in Morgan (70%) than Kentucky (79%), widening the rural senior connectivity gap and limiting telehealth/portal usage without assistance.
• Income
  • Households <$25k: Smartphone adoption ~79% in Morgan vs ~86% statewide; these households more frequently use prepaid plans and rely on mobile data as their primary/only connection.
  • Middle‑income ($25–75k): Adoption gap narrows versus state, but Morgan still shows a few‑point deficit and more data‑cap sensitivity.
• Device reliance
  • Smartphone‑only households (no desktop/laptop at home) run several points higher than the state average in Morgan, driving heavier use of messaging apps, social media, and mobile video for core tasks that elsewhere occur on PCs.

Digital infrastructure and coverage notes

• Networks present: AT&T (including FirstNet for public safety), Verizon, and T‑Mobile all serve the county.
• 5G footprint: Low‑band 5G covers West Liberty and main travel corridors (US‑460, KY‑7). Mid‑band 5G (capacity layers like n41/C‑band) is limited, so peak speeds and indoor performance lag state urban/suburban areas.
• LTE baseline: 4G LTE is the de facto coverage layer countywide; terrain-induced shadows create notable dead zones off main roads and in hollows, where in‑vehicle repeaters or home signal boosters are common.
• Tower/backhaul: Macro sites are clustered near West Liberty, ridge lines, and transport routes. Colocation on existing structures has outpaced brand‑new builds since 2021. Fiber backhaul exists along primary corridors; off‑corridor sites still depend on longer microwave hops, constraining capacity during peak hours.
• Public safety: FirstNet buildouts improved coverage consistency for responders along KY‑7/US‑460, but consumer 5G capacity enhancements have lagged relative to Kentucky’s metro counties.

Usage and behavior trends specific to Morgan County

• Higher mobile dependence for home internet: The county’s cellular‑only and smartphone‑only rates exceed Kentucky averages, reflecting limited wireline options outside West Liberty and select pockets.
• Prepaid mix is higher than statewide: More price‑sensitive customers and variable credit profiles shift subscriptions toward prepaid and budget MVNOs, affecting average revenue and device upgrade cycles.
• Performance variability: Rural cell edge conditions, fewer mid‑band 5G sectors, and constrained backhaul yield lower median speeds and more noticeable evening slowdowns than Kentucky’s statewide experience.
• Emergency and continuity: Residents disproportionately rely on mobile for outage resilience when DSL/cable go down; portable hotspots and phone tethering are common stopgaps for school/work.

What this means for planning and service delivery

• Closing the gap versus Kentucky hinges on adding mid‑band 5G sectors on existing towers, extending fiber backhaul to rural sites, and pairing that with digital inclusion work targeting seniors and low‑income households.
• Short term, signal boosters, fixed wireless access (FWA) using 4G/low‑band 5G, and targeted device subsidies deliver the fastest lift for Morgan County’s un‑ and under‑served areas.

Sources: U.S. Census Bureau American Community Survey (ACS) 2018–2022 (S2801: Types of Computers and Internet Subscriptions), FCC Broadband Data Collection (2023–2024 filings), National Health Interview Survey (wireless‑only telephony; state benchmark), state public safety and carrier buildout disclosures. Estimates shown for user counts and wireless‑only telephony apply standard rural adjustments to these datasets to reflect Morgan County’s age and income profile.

Morgan County, KY social media usage (modeled 2024–2025 snapshot) Method note: County-level platform-by-platform usage isn’t directly surveyed. Figures below are modeled from Pew Research Center’s 2024 U.S. adult social-media adoption rates, with rural-use patterns applied to Morgan County’s age mix from recent ACS data. Treat as best-available local estimates.

Overall adoption (adults 18+)

• Any social media: 70–75% of adults use at least one platform regularly.
• Typical multi-platform behavior: 2–3 platforms per user; Facebook + YouTube is the most common pairing.

Most-used platforms (adults, estimated local adoption)

• YouTube: 75–80%
• Facebook: 65–70%
• Instagram: 35–45%
• Pinterest: 30–35%
• TikTok: 25–30%
• Snapchat: 22–28%
• LinkedIn: 15–20%
• X (Twitter): 15–20%
• WhatsApp: 15–20%
• Reddit: 15–20%

Age profile of users (share of each age group using at least one platform)

• 13–17: 85–95% (heavy TikTok/Snapchat; YouTube near-universal; minimal Facebook posting but present for groups/events)
• 18–29: 85–90% (YouTube, Instagram, Snapchat, TikTok core; Facebook for groups/Marketplace)
• 30–49: 75–85% (Facebook and YouTube dominant; Instagram/TikTok moderate; Snapchat for parents of teens)
• 50–64: 65–75% (Facebook primary; YouTube for how‑to/news; Pinterest noteworthy)
• 65+: 45–55% (Facebook for family/community; YouTube growing; limited use of newer apps)

Gender breakdown (local pattern mirrors national)

• Facebook: slight female tilt (women more active in groups/Marketplace; men similar overall reach)
• Instagram: female-leaning
• TikTok: female-leaning
• Pinterest: strongly female-leaning
• YouTube: male-leaning
• Reddit and X (Twitter): male-leaning
• Snapchat: near-balanced among under 30; female-leaning overall

Behavioral trends in Morgan County

• Community-first Facebook: Local groups (schools, church, sports, hunting/fishing, yard sales), county alerts, and Marketplace drive daily engagement; posts with practical community value outperform entertainment in reach.
• Video for learning and leisure: YouTube used for repairs, DIY, farming/land management, gospel/country music, and local sports highlights; short-form video (Reels/TikTok) growing for quick tips and regional news.
• Events and local commerce: Facebook Events and Marketplace are the primary channels for fundraisers, festivals, and buy/sell; Instagram used by small businesses for product showcases; TikTok favored for quick promos by younger owners.
• Youth split behavior: Teens/young adults message on Snapchat, browse TikTok and YouTube; they keep Facebook accounts mainly for group access, not posting.
• Low LinkedIn/WhatsApp penetration: Professional networking and international messaging remain niche; best use is targeted outreach rather than broad campaigns.
• Trust via people, not pages: Posts by known local figures, coaches, pastors, and small-business owners outperform official pages; UGC and tagged photos drive shares.
• Timing: Evenings (6–9 pm) and weekends see the highest local engagement; morning peaks align with school/work commutes.

Practical implications

• Reach most adults with Facebook + YouTube; add Instagram or TikTok for under‑40 reach.
• Use Facebook Groups and Marketplace for community response; short instructional video performs best across platforms.
• For women 25–54, emphasize Facebook Groups/Marketplace and Pinterest saves; for men 25–54, emphasize YouTube how‑to and local sports/outdoors content.
• Keep X/Reddit spend minimal unless targeting news-savvy or hobbyist niches.

Sources: Pew Research Center, Social Media Use in 2024 (national usage by platform and age); U.S. Census Bureau ACS (age structure for rural Kentucky counties). Figures are localized estimates derived from these datasets.