Shelby County

Shelby County, Kentucky — key demographics

Population size

• 2023 estimate: 50,800
• 2020 Census: 48,065 (approx. +5.7% since 2020; strong growth as a Louisville metro county)

Age

• Median age: 39
• Under 18: 24%
• 18–64: 60%
• 65 and over: 16%

Gender

• Female: 50.6%
• Male: 49.4%

Racial/ethnic composition

• White, non-Hispanic: 77.5%
• Black or African American, non-Hispanic: 7.1%
• Hispanic or Latino (any race): 12.5%
• Asian, non-Hispanic: 1.0%
• Two or more races, non-Hispanic: 1.6%
• Other, non-Hispanic: 0.3%

Households and housing

• Households: 18,900
• Average household size: 2.67
• Family households: 71%
• Average family size: 3.14
• Owner-occupied housing rate: 74%

Notes/insights

• Rapid population growth relative to the state, high owner-occupancy, and a comparatively large Hispanic/Latino community for Kentucky.

Sources: U.S. Census Bureau (2023 Population Estimates; 2020 Decennial Census; 2018–2022 American Community Survey 5-year).

Shelby County, KY email usage snapshot

• Estimated users: ~37,000–39,000 residents use email. Basis: ~50,000 population, ~76% adults, ~92% adult email adoption (Pew), plus most teens.
• Age distribution of users (approx.): 13–17: 5%; 18–34: 27%; 35–54: 32%; 55–64: 16%; 65+: 20%. Younger adults are near-universal users; seniors slightly lower but rising.
• Gender split: ~51% female, ~49% male among users, mirroring the county’s population.
• Digital access trends:
  • Broadband subscription: about 89–91% of households have a broadband subscription (ACS Computer and Internet Use, 2018–2022), above the Kentucky average.
  • Device access: roughly 93–95% of households have a computer; smartphone-only internet reliance around the high teens, consistent with Kentucky patterns.
  • Usage intensity: expect ~60% of adult users to check email daily (Pew national benchmark), with higher daily use among working-age adults.
• Local density/connectivity facts: Population density is roughly 130 people per square mile. The county sits on the I-64 corridor between Louisville and Frankfort and is part of the Louisville–Jefferson County metro, supporting stronger fixed broadband and mobile LTE/5G coverage in Shelbyville/Simpsonville and somewhat more variable options in outlying rural areas.

Shelby County, Kentucky: Mobile Phone Usage Summary (modeled 2023–2024)

Population and baseline

• Population: ~50,400 (2023 est.); households: ~18,500; residents aged 13+: ~41,700
• Suburban county in the Louisville metro with higher income and education levels than the Kentucky average, concentrated along the I‑64 corridor (Shelbyville, Simpsonville)

User estimates

• Mobile phone users (any mobile) age 13+: ~39,100 (94% of residents 13+)
• Smartphone users: ~35,700 (about 86% of residents 13+, ~93% of adults 18+)
• 5G‑capable smartphones in use: ~28,000–30,000 (roughly 75–80% of smartphones, higher than statewide)
• Households relying on cellular-only home internet (no fixed broadband): 1,700–2,000 (9–11% of households), below the Kentucky average (14–16%)

Demographic breakdown (how use differs across groups)

• Age
  • 18–34: 10,600 people; smartphone adoption ~96% (10,200 users)
  • 35–54: 13,600 people; smartphone adoption ~92% (12,500 users)
  • 55–64: 5,500 people; smartphone adoption ~83% (4,600 users)
  • 65+: 8,600 people; smartphone adoption ~61% (5,200 users); basic‑phone retention notably higher in this group
  • Teens 13–17: 3,400; smartphone adoption ~95% (3,200 users)
• Income and education
  • Median household income is materially above the Kentucky median; share of households ≥$75k is higher than the state. Result: postpaid plans and 5G‑capable devices are more prevalent; prepaid reliance is lower than the state average
• Race/ethnicity
  • White (non‑Hispanic) ~74–76%, Hispanic/Latino ~11–13%, Black ~7–9%, other/multiracial remainder
  • Hispanic/Latino residents skew younger; smartphone adoption is very high (>90%), with a higher propensity for mobile‑only internet access than the county average but still below the statewide mobile‑only rate due to better local fixed broadband

Digital infrastructure highlights

• Coverage and spectrum
  • All three national carriers (AT&T, T‑Mobile, Verizon) provide countywide LTE; mid‑band 5G (n41 for T‑Mobile; C‑band/3.45 GHz n77 for Verizon/AT&T) broadly covers Shelbyville, Simpsonville, and the I‑64 corridor; rural tracts rely more on low‑band 5G/LTE
• Capacity and performance
  • Mid‑band 5G is the primary capacity layer in population centers and along I‑64, yielding markedly higher median speeds than low‑band‑only areas; indoor coverage challenges persist in some low‑density eastern/southern blocks where low‑band carries most traffic
• Public safety and enterprise
  • FirstNet (AT&T) public‑safety 4G/5G present; logistics/manufacturing sites near I‑64 and retail nodes (e.g., outlet retail in Simpsonville) show concentrated mobile capacity and small‑cell/sector densification
• Fixed‑wireless access (FWA)
  • 5G Home/Internet products from national carriers are available at many addresses near Shelbyville/Simpsonville, supporting the lower cellular‑only share by offering an alternative to DSL while complementing cable/fiber footprints

How Shelby County differs from Kentucky overall

• Higher smartphone penetration: +3 to +5 percentage points among adults versus the statewide average, driven by higher incomes, education, and suburban settlement
• More 5G‑ready devices: 5G‑capable share of smartphones ~75–80% in Shelby vs ~70–75% statewide, translating to faster typical speeds in populated corridors
• Lower mobile‑only home internet reliance: ~9–11% of households in Shelby vs ~14–16% statewide, reflecting better fixed broadband availability and adoption
• Network quality gap: Residents experience mid‑band 5G in daily travel along I‑64 and in town centers, while many non‑metro Kentucky counties still depend primarily on low‑band 5G/LTE
• Plan mix: Higher postpaid and family‑plan participation, lower prepaid share than the state average; device upgrade cycles are shorter, supporting the higher 5G‑capable base

Notes on methodology

• Population and demographic structure align with Census/ACS recent estimates; smartphone ownership/adoption rates are applied from recent national research (e.g., Pew) adjusted for suburban income/education effects and local broadband availability to produce county‑level modeled estimates. Ranges reflect reasonable uncertainty while remaining decision‑useful for planning and comparison.

Shelby County, KY — Social media usage snapshot (2025)

How this was built: Shelby County does not publish platform-by-platform user totals. Figures below are the best available, modeled by applying the latest Pew Research Center social media adoption rates (2024) to a suburban Kentucky county profile near Louisville. They reflect adults (18+) and are suitable for planning and benchmarking.

Most-used platforms (share of adults who use each platform)

• YouTube: ~83%
• Facebook: ~68%
• Instagram: ~47%
• Pinterest: ~35%
• TikTok: ~33%
• Snapchat: ~30%
• LinkedIn: ~30%
• X (Twitter): ~27%
• WhatsApp: ~26%
• Reddit: ~22%
• Nextdoor: ~15–20% (higher in suburban neighborhoods)

User stats and demographics

• Overall adoption: About 8 in 10 adults in the county use at least one social platform; daily use is common for Facebook and YouTube.
• Gender split among users: Roughly even overall, with notable skews by platform:
  • Women: more likely on Facebook, Instagram, and especially Pinterest (women are ~2–3x as likely as men to use Pinterest).
  • Men: more likely on YouTube, Reddit, and X.
• Age groups (dominant platforms locally mirror national patterns):
  • 18–29: Very high on YouTube, Instagram, TikTok, and Snapchat; Facebook is used but secondary.
  • 30–49: Heavy on YouTube and Facebook; solid Instagram presence; TikTok moderate; LinkedIn usage strongest in this cohort.
  • 50–64: Facebook leads; YouTube strong; Pinterest meaningful; Instagram/TikTok lighter but growing.
  • 65+: Facebook first; YouTube moderate; limited Instagram/TikTok; Nextdoor usage concentrated among homeowners.

Behavioral trends observed in suburban Kentucky counties like Shelby

• Facebook Groups are the backbone for local information: school and youth sports updates, community events, church and civic announcements, yard sales, lost-and-found pets, and Marketplace transactions.
• Marketplace and buy/sell/trade activity is high (autos, tools, home goods; some farm and equine-related listings).
• Instagram functions as the primary showcase for local restaurants, boutiques, realtors, and service businesses; Reels adoption is rising for event highlights and promotions.
• TikTok growth is strongest among 18–34 for food, local events, and “things to do” content; short-form video outperforms static posts for discovery.
• Snapchat remains a default messaging/social channel for teens and twentysomethings, with Stories used for hyper-local social updates.
• LinkedIn engagement clusters among professionals commuting to the Louisville metro; good reach for hiring, B2B services, and local professional groups.
• WhatsApp is used within family/friend networks and by multilingual communities; group chats coordinate work shifts, church activities, and sports.
• Nextdoor penetration is meaningful in subdivisions around Shelbyville/Simpsonville; used for HOA updates, contractor recommendations, and safety alerts.
• Peak engagement windows: weekday evenings (roughly 7–9 pm local) and weekend mid-mornings; short-form video and carousel posts see higher completion and share rates than link-outs.

Notes for application

• For broad reach in Shelby County: prioritize Facebook + YouTube; add Instagram for under-45 reach and TikTok for 18–34 growth.
• Use Facebook Groups and Nextdoor for hyper-local targeting; lean into Reels/shorts for discovery; keep Pinterest in mix for women-led household decisions.
• Expect gender skews to shape creative: Pinterest/Instagram visuals for women; YouTube/Reddit/X angles for male-heavy topics.