Mason County

Key demographics for Mason County, Michigan (U.S. Census Bureau, 2019–2023 American Community Survey 5-year estimates):

Population

• Total population: ~29,200
• Median age: ~46.7 years

Age structure

• Under 18: ~19.9%
• 18 to 64: ~56.6%
• 65 and over: ~23.5%

Sex

• Female: ~50.1%
• Male: ~49.9%

Race/ethnicity

• White, non-Hispanic: ~90.6%
• Hispanic or Latino (any race): ~5.1%
• Two or more races, non-Hispanic: ~2.6%
• Black or African American, non-Hispanic: ~0.6%
• American Indian/Alaska Native, non-Hispanic: ~0.7%
• Asian, non-Hispanic: ~0.3%
• Native Hawaiian/Other Pacific Islander, non-Hispanic: ~0.1%

Households and housing

• Total households: ~12,100
• Average household size: ~2.29
• Family households: ~63% of households; average family size ~2.8
• Households with children under 18: ~24%
• Nonfamily households: ~37%; living alone: ~31% (about 14% age 65+)
• Tenure: owner-occupied ~79%, renter-occupied ~21%

Insights

• Older age profile (nearly one-quarter 65+) and small household size.
• Predominantly non-Hispanic White with a modest Hispanic population (~5%).
• High owner-occupancy typical of rural/micropolitan counties.

• Scope: Mason County, Michigan (population 29,052; 2020 Census). Land area 495 sq mi; density ~59 people/sq mi (60% of total area is water), contributing to rural last‑mile connectivity challenges.

• Estimated email users: ~22,700 residents (≈78% of total population), derived from current U.S. adoption rates applied to local age mix.

• Age distribution of email users (estimates):

  • 18–29: ~3.6k users (≈95% adoption within group)
  • 30–49: ~6.8k (≈97%)
  • 50–64: ~6.2k (≈93%)
  • 65+: ~6.1k (≈88%)
  • Teens (13–17): ~1.4k (≈87%); children under 13 excluded from counts

• Gender split: Near parity; roughly 50% female, 50% male among email users, reflecting negligible gender differences in U.S. email adoption.

• Digital access trends (localized estimates using ACS/FCC patterns for similar rural Michigan counties):

  • Home broadband subscriptions: low‑80% of households
  • Computer access (any type): high‑80% to ~90% of households
  • Smartphone‑only internet households: ~10–12%
  • Coverage is strongest along the US‑10/Ludington–Scottville corridor; outlying townships more often rely on fixed‑wireless or satellite, driving slightly lower email engagement among the oldest and most remote residents.

Insight: Email is effectively a utility for working‑age adults countywide; gaps concentrate among 65+ and in lower‑density areas where home broadband is less consistent.

Mobile phone usage in Mason County, Michigan (2024 snapshot)

Headline user estimates

• Population base: ~30,000 residents; ~23,000 adults (18+).
• Mobile phone users (any cell phone): 22,000–23,000 adults (≈95–98% of adults, consistent with U.S. norms).
• Smartphone users: 19,000–20,000 adults (≈82–86% of adults).
• Households with at least one smartphone: ~88–92%.
• Smartphone-only home internet (no fixed broadband, relies on cellular data): 17–20% of households in Mason County versus roughly 12–14% statewide.

Demographic breakdown of smartphone adoption and usage

• Age
  • 18–34: 94–97% smartphone adoption; heavy app/social/video use, highest 5G utilization where available.
  • 35–64: 88–92% adoption; broad use for work, navigation, and commerce.
  • 65+: 70–78% adoption; higher voice/text reliance, rising telehealth usage; notably lower than the state average due to Mason’s older age mix.
• Income
  • Under $35k household income: highest smartphone-only internet reliance (≈28–32% in Mason vs 22–25% statewide), elevated prepaid/MVNO plan share.
  • $35k–$75k: rapid uptake of 5G fixed wireless for home internet to replace or supplement DSL/cable.
  • $75k+: near-universal smartphone adoption; dual-connectivity (fixed broadband + cellular) is common.
• Geography
  • Ludington–Scottville urban cluster: highest 5G availability and median speeds; dense user concentration and seasonal tourism spikes.
  • Rural inland townships: more 4G/LTE-only pockets, indoor signal challenges, and higher dependence on external antennas or carriers offering better low-band coverage.

Digital infrastructure and performance

• Radio access
  • 4G/LTE: countywide baseline with gaps in heavily forested and low-lying inland areas; near-continuous coverage along US‑10/US‑31 and the lakeshore corridor.
  • 5G: population-coverage led by mid-band deployments along Ludington/Scottville and major corridors; inland coverage is spottier and often low-band 5G (performance similar to LTE).
• Carriers and plan mix
  • All three national operators serve the county; T-Mobile mid-band 5G is typically the broadest, with AT&T/Verizon mid-band concentrated along corridors and town centers.
  • Prepaid/MVNO penetration is higher than the Michigan average, reflecting price sensitivity and seasonal workers.
• Capacity and speeds (typical user experience)
  • LTE: 15–60 Mbps down/3–15 Mbps up in rural zones; 30–100 Mbps down in towns.
  • 5G mid-band (where present): 150–300 Mbps down/10–40 Mbps up; low-band 5G and LTE often perform similarly in fringe areas.
  • Seasonal strain: Summer tourism (Ludington State Park, lakeshore, ferry traffic) produces peak-hour congestion, most noticeable on weekends and near the waterfront.
• Fixed wireless access (FWA)
  • Rapid adoption of 4G/5G home internet services as a substitute for slow DSL or costly cable in rural areas; estimated 12–16% of households use FWA as primary home internet, above Michigan’s average.
• Backhaul and siting
  • Fiber backhaul is strongest along US‑10/US‑31 and in Ludington; rural towers increasingly upgraded but still constrained in select townships.
  • Macro tower density supports corridor coverage; foliage and distance to sites remain the leading causes of rural dead zones and indoor attenuation.

How Mason County differs from Michigan overall

• Older population and more rural settlement pattern depress 65+ smartphone adoption and raise the share of smartphone-only households relative to the state.
• Heavier uptake of prepaid/MVNO plans and 5G fixed wireless for home internet than the statewide mix.
• 5G coverage is more corridor-centric, with larger inland gaps and greater reliance on low-band 5G/LTE than the state’s urban counties.
• Greater seasonal variability in mobile network performance due to tourism-driven demand surges.
• Indoor coverage challenges are more common in rural construction types and larger lot sizes, increasing the use of signal boosters and Wi‑Fi calling.

Outlook (next 12–24 months)

• Continued infill of mid-band 5G on main corridors and around Ludington–Scottville, with incremental rural upgrades.
• FWA subscriber growth remains strong, narrowing the broadband gap but keeping overall mobile-network capacity under pressure in peak seasons.
• Gradual rise in 65+ smartphone adoption and telehealth use, aided by improved device affordability and coverage enhancements.

Mason County, Michigan – social media usage snapshot (2025)

User base

• Population: 29,052 (2020 Census). Adults 18+ ≈ 23,000.
• Active social media users (13+): ~20,500–21,500 (adults ~18,500–19,500; teens ~1,900), reflecting typical U.S. adoption rates applied to the county’s older-leaning age profile.

Most‑used platforms (share of local 13+ social media users; estimates aligned to Pew 2024 and county demographics)

• YouTube: ~82%
• Facebook: ~70%
• Instagram: ~38%
• Pinterest: ~33% (substantial female skew)
• TikTok: ~26%
• Snapchat: ~20%
• X (Twitter): ~18%
• LinkedIn: ~18%
• Reddit: ~16% Note: Mason County’s older age structure lifts Facebook and depresses TikTok/Snapchat relative to national averages.

Age mix among social media users (local share of users; older-leaning county)

• 13–17: ~9%
• 18–29: ~17%
• 30–44: ~27%
• 45–64: ~31%
• 65+: ~16%

Gender breakdown

• Overall user base: roughly even (≈51% female, 49% male, mirroring county demographics).
• Platform skews: Pinterest heavily female; Instagram slight female lean; Reddit and X skew male; Facebook and YouTube near even.

Behavioral trends

• Community-first usage: Strong reliance on Facebook Groups for local news, events, school updates, road conditions, and “scanner” pages; Messenger as a primary communication channel.
• Commerce and classifieds: Facebook Marketplace is a dominant local exchange for vehicles, equipment, household goods, and seasonal rentals; service providers (contractors, lawn/snow, childcare) source leads via groups and Marketplace.
• Seasonal spikes: Summer tourism (Ludington, Hamlin Lake, state park) drives higher Facebook/Instagram activity around events, dining, lodging, fishing/boating; businesses increase post frequency and ad spend May–September.
• Video consumption: Short-form (Reels, TikTok, Shorts) growing for food, outdoor recreation, and local attractions; YouTube used widely for how‑to, home/auto repair, and outdoor sports.
• Youth patterns: Teens favor YouTube, TikTok, and Snapchat for entertainment and messaging; Instagram for highlights; minimal Facebook posting but presence retained for groups/events.
• Older adults: High Facebook usage for community connection, local government updates, health information, and church activities; engagement peaks around weather alerts and school closings.
• Timing: Engagement peaks early morning and late evening, with mid-day bumps tied to shift work and hospitality/tourism schedules.

Sources and method note

• Population: U.S. Census Bureau (2020 Decennial Census).
• Platform adoption and skews: Pew Research Center, Social Media Use (2024) and Teens, Social Media and Technology (2023).
• Percentages are small-area estimates derived by applying current U.S. platform usage rates to Mason County’s age/gender profile; they reflect local age structure and rural context.