Russell County

Key demographics — Russell County, Kentucky

Population size

• 17,991 (2020 Census)

Age

• Median age: 43.6 years (ACS 2018–2022)
• Under 18: 22.3%
• 65 and over: 21.5%

Gender

• Female: 50.7%
• Male: 49.3% (ACS 2018–2022)

Racial/ethnic composition (ACS 2018–2022)

• White alone: 94.7%
• Black or African American alone: 1.1%
• American Indian and Alaska Native alone: 0.3%
• Asian alone: 0.4%
• Two or more races: 2.8%
• Hispanic or Latino (of any race): 3.0%
• White alone, not Hispanic or Latino: 92.1%

Household data (ACS 2018–2022)

• Total households: ~7,350
• Average household size: 2.45
• Owner-occupied housing rate: ~75%

Insights

• Small, slowly growing county (2020 population 17,991) with an older age profile (median age ~44; over one-fifth 65+).
• Predominantly non-Hispanic White population, with small but present Hispanic/Latino and multiracial groups.
• Household structure is typical of rural Kentucky: modest household size and high homeownership.

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 5-year estimates. Figures rounded for clarity; ACS estimates include sampling error.

• Estimated email users: ≈12,000 residents in Russell County (about 80% of those age 13+; ~67% of total population ≈18,000).
• Age distribution of email users (share and count):
  • 13–17: 8% (1.0K)
  • 18–34: 23% (2.8K)
  • 35–54: 31% (3.7K)
  • 55–64: 18% (2.2K)
  • 65+: 20% (2.4K)
• Gender split among users: ≈51% female, 49% male (mirrors county population).
• Digital access trends:
  • Household broadband subscription: ~75–80%.
  • Device access (computer or smartphone): ~85–90% of households.
  • Smartphone-only internet users: ~20–25% of adults, indicating reliance on mobile data plans for email.
  • Adoption lags availability in lower-income and older households; most daily email use is via smartphones.
• Local density/connectivity facts:
  • Population density ≈70 people per square mile across ~250+ square miles, raising last‑mile build costs.
  • Fastest fixed connections are concentrated in and around Russell Springs and Jamestown; outlying areas rely more on DSL and mobile broadband.
  • Terrain around Lake Cumberland and dispersed settlement patterns create coverage gaps and slower upgrade cycles, keeping subscription rates below urban Kentucky levels.

Mobile phone usage in Russell County, Kentucky — 2024 summary

Headline user estimates (best-available 2024 estimates, rounded)

• Population base: ~18,000 residents; ~14,000 adults (18+) using standard county age structure for rural Kentucky.
• Mobile phone users (any cellphone): ~13,600 adults (about 97% of adults, consistent with Pew national adult cellphone adoption).
• Smartphone users: ~11,800 adults (about 84% of adults, aligning with rural ownership rates observed by Pew).
• Mobile-only internet users (smartphone-dependent, no home broadband): ~2,400 adults (about 17% of adults, higher than urban rates and consistent with rural dependence patterns).

Demographic usage breakdown (drivers and estimated counts)

• Age:
  • 65+ cohort is larger than the Kentucky average in Russell County, which suppresses overall smartphone penetration. Applying typical age-specific adoption rates yields:
    • Ages 65+: ~2,600–2,900 smartphone users (around 60–65% of seniors), leaving a sizable senior segment relying on basic phones or shared family devices.
    • Ages 18–34: ~95% smartphone adoption, representing the highest per-capita mobile data use and near-universal app usage.
    • Ages 35–64: ~88–92% smartphone adoption; heavy use for work coordination, navigation, and social apps.
• Income and education:
  • Lower median household income than the state average translates to more prepaid/MVNO plans and tighter data caps, but not materially lower smartphone ownership; mobile-only internet reliance is higher in low-income households.
• Household-level device access:
  • Households with at least one smartphone are the norm across the county; a conservative county-level estimate is ~90%+ of households, with multi-device homes concentrated in and around Russell Springs and Jamestown and single-device or shared-device homes more common in outlying areas.
• Work and lifestyle:
  • Seasonal tourism around Lake Cumberland produces noticeable peaks in mobile data use in late spring through summer, alongside short-term spikes in temporary residents’ device counts, a pattern more pronounced than the state average.

Digital infrastructure and coverage characteristics

• Radio access:
  • 4G LTE is effectively ubiquitous along primary corridors (US‑127, KY‑80/Cumberland Pkwy vicinity, and town centers in Russell Springs and Jamestown), with coverage thinning in wooded valleys and lakeside hollows.
  • Low-band 5G from national carriers is present in population centers and along highways; mid-band 5G capacity exists in select sectors near town centers but is patchier in rural stretches, leading to fallbacks to LTE under load.
• Capacity and performance:
  • Town centers typically sustain strong signal quality and mid-tier 5G speeds; rural segments can experience bandwidth constraints during evening hours and peak tourist weekends. Congestion episodes are more seasonal here than in the Kentucky aggregate.
• Backhaul and core:
  • Microwave backhaul is still used on some rural cell sites, with fiber-fed sites concentrated near Russell Springs/Jamestown and along the parkway; this mix contributes to variable peak speeds outside the towns.
• Emergency communications:
  • FirstNet (AT&T Band 14) coverage is available on key corridors and in towns, supporting public-safety users; this is broadly in line with statewide deployment but particularly important given the county’s recreation-driven incident patterns around Lake Cumberland.
• Interaction with fixed broadband:
  • Fiber and cable are available in and immediately around town centers, while many outer census blocks rely on DSL, fixed wireless, or satellite. This uneven fixed footprint materially increases smartphone dependence and hotspot use compared with statewide norms.

How Russell County differs from the Kentucky state-level picture

• Slightly lower overall smartphone penetration due to a larger 65+ share than the state average.
• Higher mobile-only internet reliance driven by patchier fixed broadband in outlying areas and lower median incomes.
• More pronounced seasonal spikes in mobile traffic tied to Lake Cumberland tourism, which can temporarily depress per-user speeds despite similar nominal coverage.
• Greater share of prepaid/MVNO plans and tighter data allowances, reflecting local income and credit profiles.
• Coverage variability is driven more by terrain (lakeside bluffs, hollows) than in many Kentucky counties, making in-vehicle signal repeaters and Wi‑Fi calling more common mitigation tactics.

Method notes

• Counts are derived by applying widely cited national/rural adoption rates (Pew Research Center for adult cellphone and smartphone ownership; smartphone dependence rates for rural users) to Russell County’s population and age structure from recent Census/ACS releases. Figures are rounded and intended to provide a practical, decision-ready view of the local market.

Russell County, KY social media snapshot (2025)

User base

• Population: ~18,900 residents (2023 est.). Residents age 13+: ~16,000.
• Monthly social media users: ~12,500 (≈78% of 13+). Daily users: ~9,300 (≈58% of 13+).
• Gender among users: ~53% female (≈6.6k), ~47% male (≈5.9k).

Most‑used platforms (monthly reach, share of residents 13+; approximate user counts in parentheses)

• YouTube: 78% (~12.5k)
• Facebook: 72% (~11.5k)
• Instagram: 36% (~5.8k)
• TikTok: 32% (~5.1k)
• Pinterest: 30% (~4.8k)
• Snapchat: 24% (~3.8k)
• X (Twitter): 9% (~1.4k)
• LinkedIn: 8% (~1.3k) Note: People use multiple platforms; percentages don’t sum to 100%.

Age breakdown (monthly social media users; penetration of each age band)

• 13–17: ~1.3k users (≈95% of 13–17s)
• 18–24: ~1.4k (≈97%)
• 25–34: ~2.1k (≈90%)
• 35–44: ~2.2k (≈88%)
• 45–54: ~2.1k (≈82%)
• 55–64: ~1.9k (≈74%)
• 65+: ~1.9k (≈55%)

Behavioral trends and platform skews

• Facebook is the community hub: heavy use of local Groups (schools, churches, yard sales, lost & found), Marketplace for person‑to‑person sales (boats, farm gear, vehicles), and county/school announcements. Highest daily use among 35+; women over‑index, as do 55+.
• YouTube is the top video platform: strong usage across all ages for DIY, small‑engine repair, fishing/boating on Lake Cumberland, music, and church services. Growing connected‑TV viewing in the evenings.
• Instagram and Reels: most effective for 18–34; local businesses, youth sports, and event promotion rely on Stories/Reels for reach beyond friends/family.
• TikTok: entertainment and “how‑to” dominate; discovery for food, beauty, and services among under‑35s. Cross‑posted Reels/TikToks common among local creators.
• Pinterest: meaningful niche for women 25–64 (recipes, crafts, home improvement, seasonal décor); drives save‑then‑shop behavior rather than immediate clicks.
• Snapchat: primary messaging/social channel for teens and some 18–24s; high school sports nights and weekends see spikes.
• X (Twitter) and LinkedIn: small but present audiences; X skews to statewide sports/politics/news followers; LinkedIn concentrates in education, healthcare, and public sector professionals.
• Usage patterns: mobile‑first; peak engagement evenings (7–10 pm) and midday breaks; weekends are strong for video and Marketplace. Weather events and school updates trigger sharp local surges.
• Conversion behaviors: comments and direct messages are common paths to purchase; “message to buy,” call‑to‑action phone numbers, and Facebook event RSVPs work better than long web forms for local transactions.

Method note

• Figures are modeled 2025 estimates for Russell County by applying 2024 U.S. platform adoption rates (Pew Research Center and industry benchmarks) to the county’s age/sex profile (ACS) and adjusting for rural/older‑skew patterns typical of south‑central Kentucky. Percentages reflect monthly reach of residents age 13+.