Muskegon County

Muskegon County, Michigan — key demographics (latest Census/ACS)

Population

• Total population (2023 estimate): ~176,900

Age

• Median age: ~39 years
• Under 18: ~23%
• 65 and over: ~17%

Gender

• Female: ~50.5%
• Male: ~49.5%

Race and ethnicity (share of total population)

• White, non-Hispanic: ~73%
• Black or African American, non-Hispanic: ~14%
• Hispanic or Latino (any race): ~7–8%
• Two or more races, non-Hispanic: ~4–5%
• Asian, non-Hispanic: ~1%
• American Indian/Alaska Native, non-Hispanic: ~1%

Households and housing

• Total households: ~68,000
• Average household size: ~2.5
• Family households: ~64% of households
• With children under 18: ~29% of households
• Homeownership rate: ~74% (renters ~26%)
• Median household income: ~$60k–$62k
• Poverty rate (people): ~14%

Source: U.S. Census Bureau, 2023 American Community Survey (1-year) and related Census estimates.

Email usage in Muskegon County, MI is near-universal among adults. With a 2023 population of about 176,000 and roughly 77% aged 18+, an estimated 125,000 adults use email (≈92% of adults, consistent with national benchmarks). Age profile of email adoption: 18–29 ≈95%, 30–49 ≈96%, 50–64 ≈92%, 65+ ≈88%—older residents are slightly less engaged but still majority users. Gender split among users is effectively even (≈50% female, ≈50% male), reflecting minimal gender differences in email use and the county’s near‑even sex distribution.

Digital access trends: About 90% of households have a computer and around 83% have a broadband subscription (ACS 2022), leaving roughly 17% without home broadband. Mobile connectivity is widespread, so many without fixed service still access email via smartphones. Home broadband adoption has risen compared with the late 2010s, narrowing—but not eliminating—the local digital gap.

Local density/connectivity facts: Muskegon County’s land area is about 499 square miles, yielding a population density near 350 people per square mile. The urban core has broader access to higher‑speed fixed broadband, while some rural townships experience more limited options, which can affect email reliability and frequency of use.

Summary: Mobile phone usage in Muskegon County, Michigan

Headline estimates (2025)

• Population and households: ≈175,000 residents and ≈70,000 households (U.S. Census Bureau estimates).
• Adult smartphone users: ≈110,000–120,000 adults (based on Pew Research’s ~85% U.S. adult smartphone adoption applied to Muskegon’s adult population).
• Active cellular subscriptions (phones and tablets; human-centric lines): ≈200,000–220,000 (applying CTIA’s ~1.15–1.25 lines per resident to county population).
• Households relying on cellular-only internet (smartphone/hotspot, no fixed wireline): ≈7,000–9,000 households (roughly 10–13% of households, inferred from ACS “cellular data only” subscription rates for lower-income Michigan counties).

How Muskegon differs from Michigan overall

• Higher smartphone dependence: A larger share of households rely on cellular-only internet than the Michigan average. Drivers: lower median household income than the state, and a higher share of renters. This translates into more prepaid plans and hotspot use versus fixed broadband.
• Slightly lower fixed-home broadband take-up: Household broadband subscription is a few points below the state average, leading residents to lean more on mobile data for everyday connectivity (streaming, telehealth, job applications).
• More pronounced urban/rural split in 5G experience: 5G mid-band performance and capacity are strong in the Muskegon–Norton Shores corridor, while some inland and lakeshore townships still see 4G LTE fallback more often than comparable suburban areas in Southeast Michigan.
• Device and plan mix skews value-oriented: Compared with state averages, Muskegon shows a higher mix of prepaid and MVNO plans (e.g., Boost, Cricket, Metro, Visible, Straight Talk) and slower upgrade cycles, reflecting price sensitivity.

Demographic breakdown of mobile use

• Age: Near-saturation smartphone adoption among adults under 50; older adults (65+) exhibit the widest gap between having a basic mobile phone and using a smartphone with regular mobile data. Muskegon’s slightly older age structure than major Michigan metros contributes to a modestly larger 4G-only and talk/text-only cohort.
• Income and education: Lower-income and less formally educated households are more likely to be smartphone-only for home internet and to use metered/prepaid plans. This group drives higher mobile data reliance for essential services (banking, benefits, school portals).
• Race and ethnicity: Black and Hispanic residents are more likely to be smartphone-dependent for home internet than White residents, mirroring statewide and national patterns. Muskegon’s higher share of Hispanic residents than the Michigan average nudges overall smartphone-dependence upward locally.
• Housing: Renters—concentrated in Muskegon, Muskegon Heights, and parts of Roosevelt Park—show higher mobile-only internet reliance than homeowners in the county’s suburban and rural townships.

Digital infrastructure snapshot

• Coverage: 4G LTE is effectively universal across populated areas. 5G is broadly available in Muskegon, Norton Shores, Fruitport, and along US‑31/I‑96. Low-band 5G covers wide areas; mid-band 5G (C-band and n41) is densest in and around the urban corridor and commercial zones.
• Carriers and networks: AT&T, T‑Mobile, and Verizon all operate 5G in the county; AT&T’s FirstNet public-safety network is present. MVNOs riding these networks are widely used. UScellular roaming is supported; native presence is limited compared to northern and UP markets.
• Capacity and speeds: Mid-band 5G upgrades since 2022 have improved peak and median speeds and indoor reliability in the urbanized area. Capacity can still tighten during summer tourist peaks along the lakeshore and in large venues, where carriers increasingly deploy small cells and temporary capacity.
• Backhaul and fiber: Ongoing fiber buildouts by regional ISPs and cable operators have improved macro site backhaul, underpinning better 5G performance. Fixed wireless access (FWA) on 5G is gaining adoption among households with limited or costly wireline options, reinforcing the mobile-first trend.
• Gaps and constraints: Vegetation, dune topography, and water adjacency create pockets with weaker signal or handoff issues along parts of the shoreline and some inland low-density areas; these are being addressed gradually via additional sectors, small cells, and spectrum refarming.

Use patterns and trends

• More mobile-first behaviors than the state average: Higher rates of smartphone-only connectivity for schoolwork, job seeking, and telehealth, particularly among lower-income households and renters.
• Prepaid and MVNO growth: Cost sensitivity keeps prepaid/MVNO penetration above the Michigan average, with incremental migration to carrier 5G offerings as plans include more hot-spot data.
• Fixed–mobile substitution: 5G FWA adoption is rising faster than in wealthier Michigan counties, substituting for cable/DSL where price or availability is a barrier.
• Emergency communications: FirstNet upgrades have improved resilience and coverage for public safety; residents benefit indirectly through shared infrastructure and spectrum enhancements.
• Seasonal demand spikes: Summer tourism and events increase mobile data traffic along the lakeshore; carriers bolster temporary capacity more visibly than in many inland Michigan counties.

Data sources and methods

• Population and household baselines: U.S. Census Bureau estimates for Muskegon County.
• Smartphone adoption: Pew Research Center’s U.S. adult smartphone ownership applied to county adult population structure to produce user estimates.
• Subscription penetration: CTIA statewide/national lines-per-capita ratios used to derive county-level subscription counts.
• Internet subscription mix: American Community Survey “Types of Computers and Internet Subscriptions” patterns for Michigan counties with similar income profiles used to estimate the share of cellular-only households.
• Coverage and upgrades: FCC mobile coverage data, carrier public 5G deployment disclosures, and observed mid-band rollouts in West Michigan inform the infrastructure summary.

Bottom line Compared with Michigan as a whole, Muskegon County is more mobile-first: a larger share of households depend on smartphones or hotspots for home internet, prepaid/MVNO usage is higher, and 5G mid-band upgrades have materially improved experience in the urban corridor while rural and shoreline pockets still lean on robust 4G. Estimated 110,000–120,000 adult smartphone users and roughly 200,000–220,000 active cellular lines anchor a market where mobile networks are the primary on-ramp to the internet for a notably higher share of residents than the state average.

Muskegon County, MI — social media usage snapshot (2025)

Baseline (population and composition)

• Population: ≈176,000 residents (U.S. Census Bureau 2023 estimate)
• Adults (18+): ≈135,000 (about 77% of population)
• Gender: ≈50% female, ≈50% male (ACS 2018–2022 5-year)
• Age structure (ACS 2018–2022 5-year): Under 18 ≈23%, 18–24 ≈9%, 25–34 ≈12%, 35–44 ≈12%, 45–54 ≈12%, 55–64 ≈13%, 65+ ≈19%

Most-used platforms among adults (Pew Research Center, Social Media Use in 2024; applied to local adult base)

• YouTube: 83% of adults → ≈112,000 users
• Facebook: 68% → ≈92,000
• Instagram: 47% → ≈63,000
• Pinterest: 35% → ≈47,000
• TikTok: 33% → ≈45,000
• LinkedIn: 30% → ≈41,000
• WhatsApp: 29% → ≈39,000
• Snapchat: 27% → ≈36,000
• X (Twitter): 22% → ≈30,000
• Reddit: 22% → ≈30,000 Note: Percentages are U.S. adult adoption rates (Pew 2024); counts are modeled estimates for Muskegon County’s adult population.

Age-group usage patterns (Pew 2024 benchmarks mapped to local age mix)

• 18–29: Heaviest usage and multi-platform behavior. Nationally: YouTube ≈93%, Instagram ≈78%, Snapchat ≈65%, TikTok ≈62%. In Muskegon, this cohort drives short‑form video creation/consumption and local trend propagation.
• 30–49: Broad, utilitarian use. Facebook and YouTube dominate for news, parenting/school updates, DIY, and local services; Instagram and TikTok are mainstream but secondary.
• 50–64: Facebook-centric for community groups, events, Marketplace, and local news; YouTube for how‑to and product research.
• 65+: Facebook remains the primary network; YouTube is common for information/entertainment; limited TikTok/Snapchat uptake.

Gender breakdown and platform skew

• County gender split is roughly even; platform usage skews mirror national patterns:
  • Pinterest skews female (women 50% vs men 19% nationally).
  • Reddit skews male (men 29% vs women 13%).
  • Facebook and YouTube are broadly balanced; Instagram and TikTok lean slightly female; LinkedIn leans slightly male.
• Implication locally: expect above‑average female reach on Pinterest/Instagram for retail, food, and lifestyle; stronger male reach on Reddit/YouTube for tech, trades, auto, and outdoor content.

Behavioral trends observed/applicable locally

• Facebook Groups and Marketplace are central: high engagement around schools, youth sports, neighborhood safety, events, and buy/sell—key for community reach.
• Video-first consumption: YouTube and short‑form (Reels/TikTok/Shorts) drive discovery for local dining, outdoor recreation (Lake Michigan, fishing, dunes), and event highlights.
• Local information utility: Weather alerts, road closures, and municipal updates see strong organic engagement, especially on Facebook.
• Seasonal spikes: Summer tourism and festivals increase posting and viewing; retail and hospitality content performs best late spring–summer.
• Messaging layers: Facebook Messenger and Snapchat power day‑to‑day coordination; WhatsApp is meaningful in specific communities.
• Commerce and jobs: Facebook/Instagram for local retail promotions; LinkedIn and Facebook for hiring in manufacturing, healthcare, education, and trades.
• Practical targeting takeaways:
  • Facebook + Instagram combined can efficiently reach ≈70% of adults.
  • YouTube covers ≈80%+, ideal for broad awareness and how‑to content.
  • TikTok is essential for under‑35 reach and creator‑led campaigns; Snapchat for high‑frequency youth engagement.

Sources

• U.S. Census Bureau: 2023 Vintage Population Estimates; ACS 2018–2022 5-year (age/sex composition)
• Pew Research Center: Social Media Use in 2024 (adult platform adoption and demographic skews)