Newaygo County

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

• Population: ~50,300
• Age:
  • Median age: ~43 years
  • Under 18: ~23%
  • 18–64: ~60%
  • 65 and over: ~17%
• Gender:
  • Male: ~50%
  • Female: ~50%
• Race and ethnicity:
  • White alone: ~92%
  • Black or African American alone: ~1%
  • American Indian and Alaska Native alone: ~1%
  • Asian alone: ~0.3%
  • Native Hawaiian/Other Pacific Islander alone: ~0.1%
  • Some other race alone: ~1–2%
  • Two or more races: ~4–5%
  • Hispanic or Latino (of any race): ~7%
• Households and housing:
  • Households: ~19,400
  • Average household size: ~2.5–2.6
  • Family households: ~66% of households
  • Married-couple families: ~49% of households
  • Homeownership rate: ~82%
  • Median household income: ~$58,000–$60,000

Insights: The county is older than the national average, predominantly White with a modest Hispanic population, and characterized by high homeownership, family-oriented households, and relatively small household sizes.

• Scope: Newaygo County, MI population ~50,000; land area ~813 sq mi; population density ~61 people/sq mi.
• Estimated email users: 30,000–33,000 residents (driven by ~85–90% adult internet use and ~90% email use among internet users).
• Age distribution of email users (share of all email users):
  • 18–29: ~15%
  • 30–49: ~31%
  • 50–64: ~27%
  • 65+: ~25%
• Gender split: ~50% female, ~50% male among email users; differences are negligible.
• Digital access and device trends:
  • Households with a broadband subscription: ~79–81% (ACS-style county profile level).
  • Households with a computer or smartphone: ~88–91%.
  • Smartphone-only internet users: ~12–16% of adults, higher in low-density townships.
  • Email reliance is strongest among 30–64; seniors (65+) show slightly lower adoption but high regular use once online.
• Connectivity and density insights:
  • Low density and dispersed housing increase last‑mile costs, producing patchier fixed broadband at 100/20 Mbps outside Fremont, Newaygo, Grant, and White Cloud.
  • Cable and fixed wireless dominate in population centers; fiber is present but limited and expanding.
  • Overall email reach is robust and stable, with incremental growth tied to ongoing rural broadband upgrades and declining smartphone‑only dependence.

Summary of mobile phone usage in Newaygo County, Michigan

Topline

• Adult mobile users: Approximately 37,600 adults (about 95% of the county’s roughly 39,600 adults) use a mobile phone.
• Adult smartphone users: Approximately 34,500 adults (about 87% of adults) use a smartphone.
• Households: About 19,600 total; roughly 12,900 (≈66%) are wireless‑only for voice, and about 2,000 (≈10%) rely primarily on cellular data plans for home internet.

How Newaygo differs from Michigan statewide

• Smartphone adoption is lower: ~87% of adults vs ~90% statewide.
• Wireless‑only voice households are lower: ~66% vs ~74% statewide, reflecting an older age mix that retains landlines.
• Reliance on mobile for home internet is higher: ~10% of households vs ~6% statewide, driven by gaps in wired broadband.
• Prepaid/MVNO usage is higher: ~41% of active lines vs ~30% statewide, reflecting income mix and coverage considerations.
• 5G midband reach is more limited: ~35% of residents have access to midband 5G (fast, capacity-rich), vs ~70%+ statewide; coverage is concentrated in and around the cities of Newaygo, Fremont, and Grant and along main corridors (e.g., M‑37, M‑20).
• Performance is lower and more variable: Typical LTE and low‑band 5G speeds are materially below state medians, with notable indoor gaps in river valleys (Muskegon River) and near Manistee National Forest edges.

User estimates and demographic breakdown

• Adults and usage

  • Adults 18+: ~39,600 (out of ~50,800 residents).
  • Any mobile phone: 95% of adults (37,600 users).
  • Smartphones: 87% of adults (34,500 users).
  • Basic/feature phones: 8% of adults (3,200 users), higher than the state share.

• By age cohort (smartphone adoption)

  • 18–34: ~97% adoption; about 8,350 users.
  • 35–64: ~89% adoption; about 18,500 users.
  • 65+: ~68% adoption; about 7,600 users.
  • Compared with Michigan overall, Newaygo’s senior adoption is 5–7 points lower, pulling down the county average.

• By income (smartphone adoption; county ≈, state in parentheses)

  • <$35k: ~75% (MI ~81%)
  • $35–75k: ~86% (MI ~89%)

  • $75k: ~93% (MI ~95%)

  • Plan type mix: Prepaid/MVNO makes up a majority in the <$35k segment locally; overall prepaid share ~41% vs ~30% statewide.

• By education (smartphone adoption; county ≈, state in parentheses)

  • High school or less: ~78% (MI ~84%)
  • Some college/Associate: ~86% (MI ~89%)
  • Bachelor’s+: ~92% (MI ~94%)

Usage patterns

• Data consumption: Average mobile data per smartphone user is modestly lower than state averages (fewer midband 5G zones, more prepaid plans with data caps). At the same time, households using fixed wireless (LTE/5G home internet) consume substantially more and represent a larger share than statewide (~65% of households are eligible for FWA locally vs ~55% statewide).
• Mobile‑primary households: About 10% of households depend mainly on cellular data for home connectivity, higher than the state, particularly in unserved or underserved fixed‑broadband areas.

Digital infrastructure and coverage

• Cellular coverage

  • 4G LTE: At least one carrier covers ~99% of residents outdoors and ~97% of land area; indoor reliability varies, with weaker signal penetration in wooded and low‑lying areas.
  • 5G low‑band (coverage-first): ~90–95% of residents.
  • 5G midband (capacity/fast): ~35% of residents, concentrated in denser town centers and along main corridors; considerably below state coverage.
  • Carrier positioning: Verizon has the broadest rural reach; AT&T is strong along highways and public-safety Band 14 (FirstNet) sites; T‑Mobile provides the widest midband 5G where its 2.5 GHz holdings are live in town centers.

• Sites and backhaul

  • Tower inventory: On the order of 100 registered communications towers/monopoles in the county, supporting macro cellular and microwave backhaul; macro density is lower than metro counties, contributing to capacity constraints.
  • Fiber backhaul: Present along primary routes (e.g., M‑37/M‑20 corridors) with sparser lateral fiber to rural sites, limiting midband 5G expansion relative to statewide.

• Fixed broadband context (drives mobile reliance)

  • Approximately 18–22% of serviceable locations lack a wired or licensed fixed wireless option at 100/20 Mbps, versus roughly 9% statewide.
  • Fixed wireless access (FWA) availability from major carriers reaches roughly 65% of households locally, several points higher than the state, and adoption is visibly higher in un/underserved pockets.

Actionable insights

• Closing the midband 5G gap—through additional spectrum deployment and more fiber-fed sites—would directly raise speeds, increase plan value for residents, and narrow the performance gap with the state.
• Affordability programs and prepaid-friendly offerings matter more here than statewide; they align with the county’s higher prepaid mix and can accelerate smartphone adoption, particularly among seniors and lower-income households.
• Fixed broadband buildouts targeted to the 18–22% of underserved locations will reduce the share of mobile‑primary households and improve overall digital equity; in the near term, expanding FWA and improving indoor coverage in river valleys and forested zones will yield the biggest gains.

Social media snapshot: Newaygo County, Michigan (2024)

Headline numbers

• Adult residents (18+): ~39,000
• Active social media users: ~32,000 adults (≈82% of adults)
• Gender split among social users: ~52% women (≈16.6k), ~48% men (≈15.4k)

Age profile of adult social users

• 18–29: ≈6,900 users (≈22% of users); heaviest multi‑platform use, video-first
• 30–49: ≈11,600 (≈36%); strong on Facebook + YouTube; Instagram/TikTok rising
• 50–64: ≈7,800 (≈24%); Facebook + YouTube dominant; Pinterest meaningful for women
• 65+: ≈5,600 (≈18%); primarily Facebook + YouTube; lighter on newer apps

Most-used platforms (share of all adults; estimated user counts)

• YouTube: 81% (31,600 adults)
• Facebook: 72% (28,100)
• Instagram: 39% (15,200)
• Pinterest: 31% (12,100)
• TikTok: 29% (11,300)
• Snapchat: 25% (9,800)
• LinkedIn: 25% (9,800)
• X (Twitter): 23% (9,000)
• Reddit: 19% (7,400) Note: Multi‑platform use is common; totals exceed 100% by design.

Gender tendencies by platform (directional)

• Skews female: Facebook (mid‑50s% female), Instagram (slight female tilt), Pinterest (strongly female)
• Skews male: YouTube (slight male tilt), Reddit (male‑heavy), X (male‑leaning)
• Snapchat and TikTok: younger, modest female tilt

Behavioral trends

• Facebook‑centric community: Local news, schools, churches, county services, and Marketplace drive daily engagement; Groups are key organizing hubs.
• Video‑first consumption: YouTube for how‑to, outdoors, equipment/DIY; short‑form (Reels/Shorts/TikTok) strong among under‑40.
• Messaging habits: Facebook Messenger is the default for residents/businesses; Snapchat is the day‑to‑day channel for teens/young adults; WhatsApp niche.
• Commerce: Heavy Facebook Marketplace activity; Instagram effective for boutique retail, makers, and events; TikTok growing for local artisans/contractors via before/after reels.
• Rural cadence: Mobile‑first usage (high smartphone reliance); engagement peaks early mornings (commute/start‑of‑shift) and evenings; weekends see midday spikes.
• Age skew: 50+ rely on Facebook and YouTube for local info; under‑30s center on Snapchat/TikTok/Instagram and often avoid Facebook posting (but still use it for info).
• Niche communities: Hunting/fishing, power sports, homesteading, faith‑based groups are active across Facebook and YouTube; Reddit/X remain smaller, discussion‑oriented pockets.

Method note

• Figures are 2024 best‑available estimates: county adult population from recent Census/ACS and platform penetration from Pew Research U.S. adult usage, adjusted for rural profiles; counts rounded to the nearest hundred.