Livingston County

Livingston County, Michigan — key demographics

Population

• 196,600 (2023 Census estimate); 193,866 (2020 Census)

Age

• Median age: 43.6 years
• Under 18: 22.2%
• 65 and over: ~18%

Gender

• Female: ~50.5%
• Male: ~49.5%

Race and ethnicity

• White alone, not Hispanic or Latino: ~92.9%
• Hispanic or Latino (any race): ~3.1%
• Black or African American alone: ~0.6%
• Asian alone: ~1.5–1.7%
• Two or more races: ~1.7–2.0%
• American Indian/Alaska Native: ~0.3–0.4%
• Native Hawaiian/Other Pacific Islander: ~0.0%

Households and families

• Households: ~76,000
• Persons per household: 2.66
• Family households: ~72% of households; married-couple households: ~58%
• Owner-occupied housing unit rate: ~86%
• Median household income (in 2022 dollars): about $96,700

Insights

• Continued moderate growth since 2020.
• Older-than-state median age, very high non-Hispanic White share, high homeownership, larger family orientation, and one of the highest median household incomes among Michigan counties.

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

• Population baseline: ~197,000 residents; land area ~585 sq mi → ~337 people/sq mi (suburban density).
• Estimated email users: ~165,000 residents (≈84% of all residents; ≈95% of adults).
• Age distribution of email users (estimates, applying Pew adoption by age to local age mix):
  • 18–29: ~25,000 users (≈98% adoption in this bracket)
  • 30–49: ~50,000 (≈97%)
  • 50–64: ~42,500 (≈94%)
  • 65+: ~36,400 (≈88%)
  • Teens 13–17: ~10,000 users (≈85%)
• Gender split among users: roughly even, ~50.5% female and ~49.5% male, mirroring county demographics; adoption rates are near-parity by gender.
• Digital access and connectivity:
  • ~93% of households subscribe to broadband (ACS-style broadband subscription), with ~96% having a computer at home.
  • Connectivity is strongest along the I‑96/US‑23 corridors (cable/fiber prevalent); rural fringes see more fixed‑wireless/satellite use, but basic 25/3 Mbps service is broadly available.
  • Households without any home internet are low single digits (~4%), indicating a comparatively small local digital divide.
• Trend insight: High incomes and suburban settlement patterns support above-average broadband adoption and near‑universal email use among working‑age adults, with continued gains among seniors as mobile and fiber access expand.

Mobile phone usage in Livingston County, Michigan (2023 snapshot)

Headline estimates

• Population: ~197,000 residents
• Mobile phone users (any mobile handset): ~182,000 (≈92% of residents)
• Smartphone users: ~175,000 (≈89% of residents)
• Households with at least one smartphone: ≈94% in Livingston vs ≈90% statewide (ACS 2018–2022 5-year)
• Households relying on cellular data as their only at-home internet (“cellular-only”): ≈6% in Livingston vs ≈10% statewide (ACS 2018–2022 5-year)

Demographic breakdown (usage patterns)

• Age
  • 18–34: very high smartphone adoption (~95–97%); on par with or 1–2 points above Michigan overall
  • 35–54: high adoption (~92–95%); 2–3 points above state
  • 55–64: solid adoption (~86–90%); above state due to higher income and employment in tech-heavy commutes
  • 65+: moderate adoption (~70–75%); 3–5 points above state, narrowing the senior digital gap
• Income and plan mix
  • Median household income is substantially higher than Michigan’s (≈$95k+ vs ≈$70k), supporting higher rates of postpaid plans, multi-line family accounts, and newer 5G-capable devices
  • Prepaid share is lower than state average; device replacement cycles are shorter, raising the share of 5G handsets
• Race/ethnicity and equity
  • The county’s population is predominantly non-Hispanic White, so statewide racial gaps in smartphone access are less pronounced locally; the primary divide is age and rurality rather than race
• Work/commute effects
  • Heavy commuting to the Detroit–Ann Arbor–Lansing corridors produces pronounced rush-hour mobile traffic on I‑96, US‑23, and M‑59, with higher daytime device density around Brighton, Howell, and Hartland

Digital infrastructure

• Coverage and 5G
  • All three national networks operate countywide with broad LTE coverage; mid-band 5G (Verizon C‑band, T‑Mobile 2.5 GHz, AT&T mid-band/low-band) is strong along I‑96/US‑23, in and around Brighton/Howell, and near major commercial nodes
  • Rural western and northern townships see more low-band 5G/LTE and occasional capacity gaps, especially near large recreation and state land tracts; this is better than many rural Michigan counties but spottier than metro Detroit
• Capacity and speeds
  • Typical mid-band 5G downlink performance in built-up corridors is frequently triple-digit Mbps; rural LTE/low-band 5G often dips to tens of Mbps, reflecting tower spacing and terrain
  • Ongoing densification (2021–2024) added small cells and upgraded macros in population centers, reducing congestion relative to earlier years
• Fixed wireless and substitution
  • 5G fixed wireless (Verizon/T‑Mobile) is widely marketed in populated ZIPs, but take-up is tempered by strong cable availability; as a result, cellular-only home internet reliance is notably lower than the state average

How Livingston County differs from Michigan overall

• Higher penetration: More households have smartphones, and a higher share of residents carry 5G-capable devices
• Lower reliance on mobile as the only home internet: Cellular-only households are several points lower than the Michigan average due to greater access to and uptake of wired broadband
• Better corridor performance but sharper urban–rural contrast: Speeds and capacity match or exceed state averages along highways and town centers, while rural capacity “steps down” more noticeably than in metro counties
• Older residents are more connected than peers statewide: Senior smartphone adoption is meaningfully higher, narrowing the age-driven digital divide
• Plan mix skews postpaid/multi-line with newer devices: Prepaid share is lower and upgrade cycles faster than the Michigan norm, reflecting higher incomes and family plan usage

Implications

• Network planners should continue mid-band 5G buildouts and targeted rural infill to close capacity gaps in the west/north townships
• Public services and healthcare can lean into mobile-first engagement, including for older residents, with confidence in above-average smartphone reach
• Commercial apps and mobile commerce will see strong uptake in commuter corridors; peak-hour optimization remains critical along I‑96 and US‑23

Notes on sources and method

• Population and household technology indicators draw on U.S. Census Bureau ACS 2018–2022 (5-year) and statewide benchmarks; smartphone adoption by age references 2023 national survey baselines applied to local demographics
• User counts are derived by applying observed adoption rates to the 2023 county population estimate and rounded to emphasize conservative, decision-grade figures

Social media usage snapshot: Livingston County, Michigan (best-available point estimates, applying Pew Research Center 2023 U.S. adoption rates to the county’s age profile from the 2020 Census)

Population base

• Residents: 193,866 (2020 Census). Majority are suburban households with high internet access and commuter ties to metro Detroit, which supports broad social media adoption.

Most-used platforms (share of adults 18+ who use each platform)

• YouTube: 83%
• Facebook: 68%
• Instagram: 47%
• TikTok: 33%
• Pinterest: 33%
• Snapchat: 30%
• LinkedIn: 30%
• X (Twitter): 20%
• Reddit: 18% Note: Multi-platform use is common, so percentages sum to more than 100%.

Age-group usage patterns

• Teens (13–17): Near-universal use of at least one platform; heavy on YouTube, TikTok, Snapchat, Instagram; light on Facebook.
• 18–29: Very high YouTube and Instagram; strong Snapchat and TikTok; Facebook still widely used but secondary for daily posting.
• 30–49: Dominant on Facebook and YouTube; consistent Instagram; Pinterest strong among parents and homeowners; LinkedIn usage meaningful among professionals.
• 50–64: Facebook and YouTube lead; Instagram and Pinterest moderate; LinkedIn moderate; TikTok growing but still minority use.
• 65+: Facebook leads; YouTube moderate; other platforms limited but growing slowly.

Gender breakdown (overall usage is near parity; notable skews by platform)

• Higher female share: Pinterest (strongly), Facebook (slight), Instagram (slight).
• Higher male share: Reddit (strong), X/Twitter (moderate), LinkedIn (slight).
• TikTok and YouTube are broadly mixed.

Behavioral trends and local dynamics

• Facebook is the local backbone: Township and city pages, school updates, local news, buy/sell/trade, township alerts, and community groups (e.g., Brighton, Howell, Hartland) drive daily engagement.
• Short-form video drives discovery: Instagram Reels and TikTok are primary for finding local businesses, events, restaurants, and recreation; cross-posted vertical video performs best.
• YouTube is the research and entertainment hub: How‑to/home projects, product research, youth sports highlights, outdoor and lake content; strong connected‑TV viewing.
• Messaging habits: Facebook Messenger dominates for families and community coordination; Snapchat is the default messenger among teens and college‑age users.
• Professional and neighborhood layers: LinkedIn is meaningful due to a sizable professional/commuter workforce; neighborhood apps (e.g., Nextdoor) see active HOA, safety, and services chatter in subdivisions.
• Content that performs: Local events, school/youth sports, outdoor recreation, home improvement, seasonal maintenance, and storm/traffic updates. Promotions tied to family activities and limited‑time offers see above‑average engagement.
• Timing and frequency: Evenings and weekends are the highest engagement windows; after‑school/commute periods see consistent checks. Video-first formats and posts with clear local relevance outperform generic content.

Key takeaways

• Reach: YouTube and Facebook provide the widest adult reach; pairing them covers most households.
• Growth vectors: Short‑form video (Reels/TikTok) for awareness; Facebook Groups/Events for conversion and foot traffic; YouTube for sustained discovery and research.
• Targeting: Parents and homeowners are highly reachable on Facebook, Instagram, and Pinterest; professionals on LinkedIn; teens on Snapchat and TikTok.