Somerset County

Somerset County, Maryland — key demographics

Population

• Total population: 24,6xx (2023 Census Bureau estimate); 24,620 (2020 Census)
• 2010–2020 change: −7% (from 26,470 to 24,620)

Age

• Median age: about 37 years
• Age distribution: under 18 (≈16%), 18–24 (≈21%), 25–44 (≈26%), 45–64 (≈22%), 65+ (≈15%)

Sex

• Male: mid-50s percent
• Female: mid-40s percent

Race and ethnicity (Hispanic is any race)

• White, non-Hispanic: ≈49–50%
• Black or African American, non-Hispanic: ≈41–42%
• Hispanic/Latino: ≈5–6%
• Two or more races, non-Hispanic: ≈2–3%
• Asian, non-Hispanic: ≈1%
• American Indian/Alaska Native and other: <1%

Households

• Total households: roughly 8,600
• Average household size: about 2.3
• Family households: ≈59% of households; married-couple families ≈33%
• Nonfamily households: ≈41%; living alone ≈34%
• Households with children under 18: ≈23–24%
• Homeownership rate: around 59%

Insights

• Demographics are notably shaped by group-quarters populations (a large state correctional facility and the University of Maryland Eastern Shore), which elevate the male share and the 18–24 age segment relative to typical rural counties.

Sources: U.S. Census Bureau 2023 Population Estimates; 2020 Decennial Census; 2018–2022 American Community Survey 5-year estimates. Figures rounded for clarity.

Somerset County, MD has widespread email adoption amid improving but uneven broadband.

Estimated email users: about 18,300 residents (≈88% of those age 15+).

Age distribution of email users:

• 18–29: 23%
• 30–49: 31%
• 50–64: 26%
• 65+: 20%

Gender split among users: 51% female, 49% male (reflecting the civilian population; incarceration skews total sex ratios but does not contribute to email use).

Digital access and trends:

• About 79% of households have an internet subscription; roughly 67% have in‑home wireline broadband, around 12% are smartphone‑only, and 21% have no home internet.
• Adoption and speeds have risen since 2021 with ongoing last‑mile fiber builds funded by Maryland broadband grants and regional providers; smartphone‑only reliance remains concentrated in lower‑income and rural parts of the county.

Local density/connectivity facts:

• Population roughly 25,000; density about 78 residents per square mile of land.
• Land area ≈320 sq mi; about 48% of the county’s total area is water, increasing last‑mile costs and gaps.
• Anchor institutions (e.g., UMES and public libraries in Princess Anne) serve as critical connectivity hubs that bolster email access for students and residents.

Mobile phone usage in Somerset County, Maryland — 2024 snapshot

Executive takeaways

• Mobile adoption is high but below Maryland’s average; reliance on phones as a primary internet connection is notably higher than statewide.
• Coverage and capacity are strongest along the US‑13 corridor (Princess Anne/UMES) and in Crisfield; gaps persist in marshland and island communities (Deal Island, Smith Island, Fairmount).
• A younger student population coexists with an older permanent population, producing a split profile: near-universal smartphone use among 18–24s alongside materially lower adoption among seniors.

User estimates

• Population baseline: about 24–25k residents; adult (18+) population ~19k.
• Mobile phone users (any mobile) among adults: ~17.8k (≈93% adoption; MD ≈96%).
• Smartphone users among adults: ~16.2k (≈85% adoption; MD ≈90%).
• 5G‑capable device holders: ~11.5–12.5k adults (≈60–65%; MD ≈70–75%).
• Mobile‑only internet reliance (adults who primarily access the internet via a smartphone/mobile hotspot and lack fixed broadband at home): ≈18–22% of adults (≈3.4–4.2k people), roughly double the statewide share (≈9–12%).
• Plan mix: prepaid ≈35–40% of lines (state ≈22–28%); eSIM uptake materially lower than state average due to older device mix.

Demographic breakdown and usage patterns

• Age structure (approximate): under 18 ≈17%; 18–24 ≈14%; 25–44 ≈23%; 45–64 ≈24%; 65+ ≈22%.
  • 18–24 (boosted by UMES): near‑universal smartphone use; high video/social, campus Wi‑Fi offload; above‑average mobile‑only reliance among off‑campus students.
  • 25–44: high smartphone use; hotspots used for telework where home broadband is weak.
  • 65+: smartphone adoption substantially lower than state peers; more voice/SMS‑centric usage and basic/LTE‑only handsets remain common.
• Race/ethnicity (approximate): White ≈50–52%; Black ≈40–42%; Hispanic ≈4–6%; other ≈2–4%.
  • Consistent with national patterns and local income differences, Black and Hispanic residents in the county show higher smartphone‑only reliance than White residents.
• Income context: median household income is far below the Maryland average, contributing to:
  • Higher prepaid adoption, slower device replacement cycles, and heavier use of budget Android models.
  • Elevated enrollment in connectivity subsidies prior to ACP’s wind‑down; discontinuation increased risk of service downgrades or disconnects, with mobile plans often used to backfill lost fixed service.

Digital infrastructure and coverage

• Networks present: all three national operators provide LTE and low‑band 5G; mid‑band 5G is concentrated along US‑13, Princess Anne/UMES, and main routes into Crisfield.
• Coverage strengths: towns and travel corridors; campuses and public facilities have the most reliable 5G and indoor coverage.
• Coverage pain points: marshlands and island communities (Deal Island, Smith Island), low‑lying peninsulas, and some waterfronts; indoor penetration is challenged in older buildings with metal or masonry construction.
• Spectrum and capacity:
  • Low‑band 5G (600/700/850 MHz) provides county‑wide reach but limited capacity.
  • Mid‑band 5G (2.5 GHz for T‑Mobile; C‑band for AT&T/Verizon) improves speeds where deployed but remains spotty outside corridors and towns.
  • mmWave is not a factor.
• Backhaul and fiber:
  • The Maryland Broadband Cooperative fiber backbone runs through the Eastern Shore with spurs along US‑13; anchor institutions (e.g., UMES, government sites) are on fiber.
  • Last‑mile fiber and cable are available in parts of Princess Anne and Crisfield, but many outlying areas still depend on copper DSL or fixed wireless; where fixed options are weak, households lean on mobile hotspots.
  • Island and marsh communities rely more on microwave backhaul, which can constrain capacity during peak or adverse weather.
• Resiliency:
  • Storm surge and nor’easters can disrupt power and backhaul; carriers increasingly stage portable generators and COWs/COLTs for coastal events, but restoration times trail state averages due to access constraints.

How Somerset County differs from Maryland overall

• Adoption and devices: slightly lower overall mobile and smartphone adoption; smaller share of 5G‑capable devices and slower upgrade cycles.
• Access pattern: roughly twice the statewide rate of mobile‑only internet reliance, driven by patchier fixed broadband and lower incomes.
• Plan mix and spend: higher prepaid share and price sensitivity; multi‑line family plans and device financing are less prevalent.
• Performance and coverage: lower typical speeds and more frequent indoor dead zones; significant geographic coverage challenges in marsh/island areas that are uncommon in most of the state.
• Demographic drivers: a pronounced student cohort boosts high‑usage behaviors in Princess Anne, while an older resident base in rural tracts sustains basic‑phone and LTE‑only usage.

Methodological note

• Figures are 2024 estimates synthesized from publicly available census, broadband, and telecom adoption datasets and rounded for clarity. They reflect county‑level conditions and observed operator deployments as of 2024, emphasizing differences from Maryland’s statewide averages.

Somerset County, MD social media snapshot (modeled to county demographics using U.S. Census Bureau ACS and Pew Research Center 2024 platform adoption rates)

Topline user stats

• Population base: ~24.5k residents (Somerset County, MD; latest ACS).
• Addressable adult audience (civilian, 18+): ~19–20k.
• Social media penetration (adults, any platform): ~81% → ≈15.5–16.2k adult users.
• Daily use: ~70% of adults use at least one platform daily (in line with national behavior).

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

• YouTube: ~83%
• Facebook: ~68%
• Instagram: ~50%
• Pinterest: ~35%
• LinkedIn: ~33%
• TikTok: ~33%
• Snapchat: ~30%
• X (Twitter): ~22%
• Reddit: ~22%
• WhatsApp: ~21% These percentages reflect platform adoption among U.S. adults; applied to Somerset’s adult population to size local audiences.

Age groups (estimated adoption and usage patterns)

• 18–29: ~90%+ use social media; platform mix led by Instagram, TikTok, Snapchat, YouTube; Facebook secondary.
• 30–49: ~80%+; Facebook and YouTube dominate; Instagram meaningful; TikTok moderate.
• 50–64: ~75–80%; Facebook is the hub; YouTube strong for how‑to/local content; Instagram moderate.
• 65+: ~45–55%; Facebook leads; YouTube moderate; limited uptake of TikTok/Instagram. Local nuance: The presence of UMES (Princess Anne) inflates the 18–24 cohort, strengthening Instagram/Snapchat/TikTok usage relative to a typical rural county.

Gender breakdown (users and platform skews)

• Overall user base: approximately balanced among civilian adults (roughly 52% female, 48% male, modeled from national usage by gender).
• Platform skews:
  • Facebook: slight female skew.
  • Pinterest: strong female skew (majority women).
  • Instagram/TikTok: near parity, slight female tilt.
  • Reddit and X (Twitter): male-skewed. Note: The county’s overall population skews male due to a large male correctional population, which is not part of the addressable social media audience.

Behavioral trends observed/applicable locally

• Facebook as the community backbone: heavy use of Groups and Marketplace for yard sales, church and school events, youth sports, local government updates, storm and road alerts, and small-business promotion.
• Short-form video growth: TikTok and Instagram Reels used by UMES students, local creators, restaurants, and tourism operators; cross-posted to Facebook for broader reach among 30+.
• YouTube for practical/local interests: crabbing/fishing, boating, hunting, auto repair, DIY/home projects, and local history; strong search-driven discovery.
• Local news and civic engagement: High engagement with nearby media and public-safety pages on Facebook; sharing and comment threads drive reach more than original follows.
• Commerce patterns: Facebook Marketplace and local buy/sell groups outperform dedicated classifieds; Instagram used for visual menus, specials, and seasonal tourism offers.
• Connectivity realities: Pockets of rural broadband constraints favor lighter, image-first content and shorter videos; off-peak posting and cross-posting improve reach.

Sources

• U.S. Census Bureau, American Community Survey (ACS) for county population structure (latest available).
• Pew Research Center, Social Media Use in 2024 (adult platform adoption rates) and recent reports on teen use for age-pattern context. Figures shown for platform usage are Pew national adult adoption rates applied to Somerset County’s adult population to provide locally sized, decision-ready estimates.