Baltimore City County

Baltimore City, Maryland (independent city)

Population

• 563,000 (2023 population estimate, U.S. Census Bureau)

Age

• Median age: ~35.7 years
• Under 18: ~20%
• 65 and over: ~15%

Sex

• Female: ~53%
• Male: ~47%

Race/ethnicity (ACS 2019–2023; non-Hispanic unless noted; Hispanic is of any race)

• Black or African American: ~61–62%
• White (non-Hispanic): ~27–29% (≈27% NH White; ≈29% White alone)
• Hispanic/Latino: ~6%
• Asian: ~3%
• Two or more races: ~3%

Households (ACS 2019–2023)

• Total households: ~245,000
• Average household size: ~2.34
• Family households: ~53% (avg family size ~3.1)
• Households with children under 18: ~24%
• Tenure: ~46% owner-occupied, ~54% renter-occupied

Sources: U.S. Census Bureau, 2023 Population Estimates; American Community Survey 2019–2023 5-year (tables DP05, DP02, DP04). Figures rounded.

Baltimore City County, MD – email usage snapshot (estimates)

• Estimated email users: 430,000–470,000 residents. Based on adult population and typical U.S. email adoption (high among adults and teens).
• Age mix of email users:
  • 18–24: ~12–14%
  • 25–44: ~40–45%
  • 45–64: ~28–32%
  • 65+: ~12–16% (slightly lower adoption than younger groups)
• Gender split: roughly mirrors population, ~47% male / ~53% female.

Digital access and trends

• Home broadband: about 75–80% of households subscribe; 20–25% lack fixed home internet, with gaps concentrated in lower‑income areas.
• Smartphone‑only access: roughly 15–25% of households rely mainly on mobile data.
• Pandemic‑era programs boosted adoption, but affordability remains a key barrier; the 2024 wind‑down of the Affordable Connectivity Program increased risk of disconnections.
• Robust public access via the Enoch Pratt Free Library system (Wi‑Fi, computers, hotspot lending) and other community sites.

Local density/connectivity facts

• Population density is high (around 7,000+ people per square mile), supporting strong network coverage.
• Cable internet is nearly citywide; fiber availability varies by neighborhood, with major providers (e.g., Comcast, Verizon) and growing wireless options.

Baltimore City (county-equivalent) mobile phone summary

At-a-glance user estimates

• Population base: ~560–590k residents; ~430–470k adults; ~34–40k teens (13–17).
• Adult smartphone users: ~380–430k (assumes 88–92% adult adoption, in line with recent Pew/U.S. urban norms).
• Teen smartphone users: ~30–36k (≈90% adoption).
• Total individual smartphone users in the city: roughly 410–465k.
• Mobile-only internet reliance:
  • Adults primarily relying on a smartphone for internet: ~23–30% of adults (notably higher than Maryland overall).
  • Households that are mobile-only (no fixed home broadband): ~18–25% of ~240–260k households, or about 45–65k households.
• Plan mix: Higher share of prepaid and month-to-month plans than the Maryland average; more single-line accounts and ACP/Lifeline transitions following the 2024 ACP wind-down.

Demographic patterns behind usage

• Age: Younger adults (18–34) show near-saturation smartphone adoption and heavier mobile data dependence. Older adults (65+) participate at lower rates and are more likely to keep voice/text-centric devices; when budgets are tight, they may rely on mobile in lieu of home broadband.
• Income and housing: Baltimore City’s lower median income, higher poverty rate, and larger share of renters (vs. statewide) correlate with:
  • Greater smartphone-only reliance for everyday tasks (work, school, telehealth).
  • More prepaid usage, device financing constraints, and slower upgrade cycles.
• Race/ethnicity: With a majority Black population and a growing Latino population, the city mirrors national patterns in which Black and Hispanic households are more likely to be smartphone-dependent than White households, especially where home broadband is unaffordable or unavailable in rentals.
• Households with children: Elevated mobile data demand for homework and streaming; hotspots and phone-based tethering see above-average use during evenings and school seasons.

Digital infrastructure and service quality

• 4G/5G coverage: All three national MNOs (AT&T, T-Mobile, Verizon) provide dense LTE and mid-band 5G across the city; DISH/Boost 5G is present in core areas. Mid-band 5G typically delivers triple-digit Mbps, with mmWave pockets near high-density venues (e.g., stadiums, Inner Harbor corridors) offering very high peak speeds.
• Capacity and small cells: Downtown, hospital campuses (UMMS, Johns Hopkins), stadium districts, and major corridors show high small-cell density. Event days drive usage spikes; carriers commonly augment with temporary cells.
• Indoor performance: Older brick rowhomes and multifamily buildings can attenuate signals; Wi‑Fi calling and in-building solutions (DAS, repeaters) materially improve reliability. Elevator cores and some below-grade areas remain challenging.
• Wireline backhaul and competition: Strong metro fiber in the CBD and around anchors (universities, hospitals). Residential last‑mile fiber is discontinuous; cable broadband is widespread, but fiber-to-the-home is not ubiquitous citywide. This patchiness contributes to higher mobile-only reliance versus affluent Maryland suburbs.
• Public/anchor connectivity: Libraries, schools, and rec centers provide free Wi‑Fi; the city’s broadband/digital equity efforts are expanding fiber to community anchors and supporting neighborhood connectivity hubs. The 2024 lapse of ACP subsidies increased pressure on mobile plans and public Wi‑Fi.
• Industrial/logistics: The Port and surrounding industrial zones increasingly use private LTE/CBRS and IoT, adding localized 4G/5G traffic and specialized small cells.

How Baltimore City differs from Maryland overall

• Affordability vs. availability: Unlike rural Maryland (where coverage can be the constraint), Baltimore’s mobile coverage is generally strong; the primary barriers are affordability, housing stability, and device turnover. This drives higher mobile-only dependence than the state average.
• Plan and device mix: More prepaid and single-line plans, older handset mix, and slower 5G handset upgrade cycles than wealthy suburban counties (e.g., Montgomery, Howard, Anne Arundel), where family postpaid bundles and premium devices dominate.
• Home broadband substitution: Lower home broadband subscription rates mean phones serve as primary internet for a larger share of residents; tethering and mobile hotspots are used more regularly for school and work. Statewide, fixed broadband is more common and mobile is more supplemental.
• Event- and venue-driven peaks: The city’s concentration of hospitals, campuses, transit nodes, and sports/tourism venues creates distinct capacity hotspots and more visible small-cell deployments than most Maryland jurisdictions.
• Digital equity sensitivity: ACP’s wind-down had outsized local impact, shifting some households from discounted home broadband to mobile-only arrangements; urban digital inclusion programs and multilingual outreach play a larger role here than in much of the state.

Implications for stakeholders

• Network planning: Prioritize indoor solutions and capacity along event corridors; maintain robust mid-band layers and venue DAS.
• Affordability products: Strengthen prepaid/lower-cost plan options, multilingual retail, and upgrade paths for older devices.
• Partnerships: Coordinate with the city’s digital equity office, libraries, schools, and housing providers to pair mobile service with device assistance and digital skills training.

Below is a concise, locally tuned snapshot. Percentages are modeled estimates for Baltimore City (independent city, often referred to as “Baltimore City County”) using Pew Research national adoption rates adjusted to the city’s age mix, urban profile, and broadband access (ACS). Treat them as directional, not exact.

Quick context

• Population: ~570,000; adults (18+): ~440,000
• Households with broadband: ~75–80% (digital divide persists in lower‑income and older households)
• Estimated active social media users: 360,000–400,000 (≈80–85% of adults; ≈63–70% of total population)

Most‑used platforms (share of adults using each at least occasionally)

• YouTube: 80–85%
• Facebook: 60–65%
• Instagram: 50–55%
• TikTok: 35–45% (higher among 18–34)
• Facebook Messenger: 55–60%
• LinkedIn: 25–30% (strong in healthcare, education, government)
• Snapchat: 20–25% (skews 13–29)
• X (Twitter): 20–25% (over‑indexes for local news, sports, civic chatter)
• WhatsApp: 20–25% (family/community comms; immigrant communities)
• Reddit: 15–20% (local subreddit and hobby communities)
• Nextdoor: 10–15% (strong in neighborhood‑watch and homeowner areas)

Age profile (share of adults in each group using any social media)

• 18–29: ~90–95% (heavy on Instagram, TikTok, YouTube, Snapchat)
• 30–49: ~85–90% (YouTube, Facebook, Instagram; rising TikTok/Reels)
• 50–64: ~70–80% (Facebook and YouTube dominant; Instagram moderate)
• 65+: ~50–55% (Facebook and YouTube; adoption constrained by access/literacy)

Gender breakdown

• Among social media users: roughly mirrors city demographics (about 54% women, 46% men)
• Platform lean:
  • Women over‑index on Facebook, Instagram, TikTok (+5–10 pts vs men)
  • Men over‑index on YouTube, Reddit, X (+5–10 pts)

Behavioral trends to know

• Video‑first consumption: Short‑form (Reels/Shorts/TikTok) drives discovery; YouTube for deeper “how‑to,” hyperlocal food, and history content.
• Community and civic engagement: High participation in Facebook Groups, neighborhood pages, and X for breaking news, transit, schools, safety, and local politics.
• Sports‑driven spikes: Ravens and Orioles content reliably lifts real‑time engagement and live‑tweeting; team‑related hashtags trend on game days.
• Local culture and food: Strong response to Baltimore‑identity content (neighborhood pride, murals, harbor views, crab/Old Bay), new restaurant drops, and “best of” lists on IG/TikTok.
• Events discovery: Facebook Events and Instagram remain primary for festivals (Artscape, AFRAM), markets, and concerts; creators’ weekend roundups perform well.
• Group commerce and deals: Facebook Marketplace and group posts for rentals, furniture, and local services; coupons/limited‑time offers see above‑average click‑through.
• Messaging reliance: Messenger and WhatsApp power family and community coordination; DM‑based customer service is expected from local businesses.
• Mobile‑first, evening peaks: Usage concentrates on smartphones with engagement peaks during commute windows and 8–11 pm; Stories and short videos perform best then.
• Access gap matters: Older and lower‑income residents more likely smartphone‑only; concise, low‑data video and clear captions improve reach.

Notes and sources

• Modeled from: Pew Research Center (Social Media Use in 2024; platform‑by‑demographic breakouts), U.S. Census Bureau ACS (2023) for Baltimore City population and broadband, DataReportal Digital 2024 (US benchmarks).
• Figures are estimates; platform ad tools and local surveys can refine with live reach data for specific audiences.