Howard County

Howard County, Maryland — key demographics (latest U.S. Census Bureau estimates, primarily 2023 ACS/PEP)

Population size

• Total population: ~334,000

Age

• Median age: ~39 years
• Under 18: ~25%
• 18 to 64: ~60%
• 65 and over: ~15%

Gender

• Female: ~51.5%
• Male: ~48.5%

Racial/ethnic composition

• White, non-Hispanic: ~43%
• Black or African American: ~20%
• Asian: ~23%
• Hispanic or Latino (any race): ~8%
• Two or more races: ~5%
• Other races (including American Indian, NH/PI): ~1%

Household data

• Households: ~120,000
• Average household size: ~2.8
• Family households: ~74%
• Households with children under 18: ~37–38%
• Owner-occupied housing rate: ~72%

Insights

• Highly diverse, with no single racial/ethnic majority and sizable Asian and Black communities.
• Family-oriented with above-average household size and strong owner-occupancy.
• Age profile skewed slightly younger than the national median with a substantial child population.

• Population and density: ~334,000 residents in 251 sq mi (≈1,330 people/sq mi), centered on the I‑95 corridor between Baltimore and Washington—an area with extensive fiber and cable infrastructure.
• Estimated email users: ~245,000 adults (18+) use email, applying Pew’s ~92% adult email adoption to the county’s adult population (ACS). Including teens likely pushes total resident email users near ~265,000.
• Age distribution (adoption rates, reflecting national patterns applied locally):
  • 18–29: ~95% use email
  • 30–49: ~96%
  • 50–64: ~93%
  • 65+: ~85–88% Implication: penetration is essentially universal through age 64, with strong but slightly lower usage among seniors.
• Gender split: Near parity; users mirror the county’s demographics (~51% female, ~49% male), with negligible usage gap by gender.
• Digital access trends (ACS 2023):
  • ~95% of households have a broadband subscription.
  • ~97% have a computer; smartphone‑only reliance is comparatively low.
  • High educational attainment and income levels correlate with very high digital adoption and email dependence for work/schools.
• Connectivity facts: Wide availability of high‑speed cable and fiber (e.g., Xfinity, Verizon Fios) supports gigabit service across most populated areas, enabling heavy email and cloud use and robust telework.

Mobile phone usage in Howard County, Maryland — 2025 snapshot

Context

• Population: ≈334,000 (2023). Households: ≈125,000. Median household income: ≈$150,000+. Highly educated, suburban/commuter county between Baltimore and Washington.

User estimates (ownership and usage)

• Adult smartphone users: ≈247,000 (≈95% of ≈260,000 adults). With teens included, total smartphone users are ≈265,000 countywide.
• Wireless-only telephone households (no landline): ≈80% of households, higher than Maryland overall (≈75%), reflecting younger and higher-income profiles.
• Cellular-only internet (households relying on mobile data without fixed broadband): ≈4% in Howard County versus ≈8% statewide, indicating stronger fixed-broadband adoption and less dependence on phones as the sole internet connection.
• Typical mobile data consumption: higher than the statewide average due to 5G availability and income-driven usage; expect ≈20–25 GB per line per month on postpaid plans in the county (vs ≈15–20 GB statewide).
• Plan mix: prepaid share is lower than statewide (≈12–15% in the county vs ≈20–22% statewide), with postpaid family plans predominating.

Demographic breakdown (how usage patterns differ from Maryland)

• Age
  • 18–29: near-universal smartphone adoption (≈98–99%) and heavy 5G data use; above Maryland average.
  • 30–49: ≈97–98% adoption, strong multi-line family plans; above Maryland average.
  • 50–64: ≈92–95% adoption; above Maryland average.
  • 65+: ≈85–90% adoption in Howard County vs ≈78–82% statewide, narrowing the senior digital gap.
• Income and education
  • Higher income and education correlate with more devices per user (smartwatch, tablet with cellular), faster upgrade cycles, and higher use of app-based services (telehealth, mobile banking, GOV services).
• Race/ethnicity (county composition roughly: White ≈50%, Black ≈19%, Asian ≈20%, Hispanic ≈7%)
  • The county’s high fixed-broadband penetration reduces “smartphone-only” reliance across groups compared with statewide patterns, though smartphone-centric access remains an important complement in multilingual households.

Digital infrastructure and coverage

• 5G coverage
  • Mid-band 5G (e.g., n41, C-band) from at least one national carrier covers ≈90–95% of the county’s population, notably strong in Columbia, Ellicott City, Elkridge, Savage, and along I‑95/US‑29/MD‑32/MD‑100.
  • Low-band 5G and 4G LTE provide near-universal coverage in populated areas; residual weak spots occur on the rural western fringe (e.g., parts of Glenelg, Lisbon, Woodbine) and in some indoor locations.
  • mmWave 5G exists as targeted hotspots around dense venues and retail zones (limited impact on day-to-day coverage, useful for capacity during events).
• Performance
  • Typical observed mid-band 5G download speeds in core areas range ~100–300 Mbps, with higher peaks; indoor speeds depend on building materials and proximity to small cells.
• Backhaul and fixed networks
  • Extensive fiber (Verizon Fios) and hybrid-fiber coax (Comcast) underpin robust mobile backhaul, supporting higher 5G capacity than many Maryland rural counties.
  • Public Wi‑Fi is broadly available at libraries, county facilities, and major commercial centers, offloading mobile demand.
• Mobility hot spots
  • High, predictable demand along commuter corridors (I‑95, US‑29, MD‑32, MD‑100) and around MARC’s Savage station and business parks; event-driven surges at Merriweather Post Pavilion and major shopping areas.

Trends and differences from the Maryland state level

• Higher adoption, lower dependence on mobile-only internet: Howard County’s smartphone ownership outpaces the state, but its reliance on phones as the sole internet connection is about half the statewide share (≈4% vs ≈8%).
• More 5G mid-band availability and capacity: Proximity to the Baltimore–DC corridor yields earlier and denser mid-band 5G deployments than much of Maryland, resulting in faster median speeds and higher per-line data use.
• Stronger indoor and enterprise coverage: Dense fiber backhaul and a high concentration of knowledge-economy and government/contractor workplaces lead to more small cells and in-building systems than the state average.
• Older adults are more connected: Senior smartphone adoption runs several points higher than the Maryland average, shrinking age-based gaps in mobile use.
• Prepaid share is lower: The county skews postpaid family plans, whereas Maryland overall shows a higher prepaid footprint, particularly in rural and lower-income areas.
• Remote work sustains mobile use patterns: Work-from-home rates around one-third of workers (vs roughly one-quarter statewide) drive consistent daytime mobile data use in residential zones and heavy Wi‑Fi offload, shifting capacity needs away from traditional 9‑to‑5 downtown peaks.

Key takeaways

• ≈265,000 residents in Howard County actively use smartphones, with adoption at or above 95% among adults.
• The county combines near-universal 4G/5G coverage with notably high mid-band 5G availability, translating into higher data usage and speeds than the Maryland average.
• Fixed broadband is ubiquitous, so phones augment rather than replace home internet more often than elsewhere in the state.
• Network planning emphasizes capacity along commuter corridors and dense commercial districts, with targeted small-cell and mmWave deployments to handle event surges.

Howard County, MD social media usage (2024 snapshot)

How this was built: Local figures are model-based estimates for Howard County adults (≈260,000 people, 18+) using 2024 Pew Research U.S. platform adoption rates applied to the county’s population. Percentages shown are Pew’s adult usage rates; counts are the corresponding local estimates.

Most‑used platforms (adults)

• YouTube: 83% → ~216,000 adults
• Facebook: 68% → ~177,000
• Instagram: 47% → ~122,000
• TikTok: 33% → ~86,000
• Pinterest: 35% → ~91,000
• LinkedIn: 30% → ~78,000
• Snapchat: 27% → ~70,000
• X (Twitter): 22% → ~57,000
• Reddit: 22% → ~57,000
• WhatsApp: 21% → ~55,000

Age patterns (who uses what)

• 18–29: Near‑universal YouTube (mid‑90%s). Instagram ≈78%, Snapchat ≈65%, TikTok ≈62%, Facebook ≈67%.
• 30–49: YouTube ≈90% and Facebook high‑70%s lead; Instagram ~50%; TikTok high‑30%s; LinkedIn is strongest in this cohort among professional platforms.
• 50–64: Facebook ~70% and YouTube ~80% dominate; Instagram ~30%; TikTok low‑20%s; Pinterest meaningful for this group.
• 65+: Facebook (60%) and YouTube (60%) are primary; limited TikTok/Snapchat.

Gender breakdown

• County adult gender mix is close to 51% women, 49% men.
• Platform tilt (national usage rates that inform local mix):
  • Pinterest: women 50% vs men 19% (strong female skew).
  • Reddit: men 29% vs women 16% (male skew).
  • X (Twitter): men modestly higher than women.
  • Facebook and Instagram: slight female lead.
  • LinkedIn: slight male lead.
  • YouTube: near parity.

Behavioral trends observed in affluent suburban counties like Howard (applies locally)

• Facebook Groups as the community hub: school/PTA, youth sports, HOAs, buy/sell/trade, local government updates; reliable for event turnout.
• Nextdoor and neighborhood chat use for hyperlocal alerts, services, and safety; complements Facebook Groups for homeowners.
• Short‑form video growth: Instagram Reels and TikTok drive discovery of local restaurants, events, and small businesses; strongest under 40.
• Professional networking is notably active on LinkedIn (large white‑collar workforce, tech/federal contractors nearby); effective for B2B hiring and thought leadership.
• Messaging apps (WhatsApp, Messenger) support family and diaspora networks; community/faith group coordination often happens in private chats.
• YouTube is the default for how‑to content, product research, and civic video (meeting recordings, announcements); strong across all ages.

Key takeaways

• Reach: YouTube and Facebook provide county‑wide scale; Instagram is the third broadest reach.
• Under‑35 engagement: Instagram, TikTok, Snapchat.
• Over‑35 engagement: Facebook, YouTube, Pinterest; LinkedIn for professionals.
• Content strategy: Pair Facebook Groups/Nextdoor for local trust with Reels/TikTok for discovery; use LinkedIn for professional audiences and YouTube for evergreen how‑to and civic content.