Presque Isle County

Presque Isle County, Michigan — key demographics

Population size

• 12,982 (2020 Census)

Age

• Median age: about 57 years (ACS 2019–2023)
• Age distribution: under 18 ≈ 17%; 18–64 ≈ 52%; 65+ ≈ 31% (ACS 2019–2023)

Gender

• Female ≈ 50% | Male ≈ 50% (ACS 2019–2023)

Racial/ethnic composition (ACS 2019–2023)

• White alone (not Hispanic or Latino): ≈ 95%
• Two or more races: ≈ 3%
• American Indian and Alaska Native: ≈ 1%
• Black or African American: <1%
• Asian: <1%
• Hispanic or Latino (of any race): ≈ 2%

Households (ACS 2019–2023)

• Households: ≈ 6,000
• Average household size: ≈ 2.15
• Family households: roughly two-thirds of households
• One-person households: roughly 3 in 10
• Owner-occupied housing rate: ≈ 85%

Insights

• Small, aging population with about one-third age 65+, very high share of non-Hispanic White residents, high homeownership, and smaller household sizes.

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2019–2023 5-year estimates.

Presque Isle County, MI snapshot

• Population/density: 12,982 residents (2020 Census) over 659 sq mi of land (~19.7 people/sq mi); ~74% of the county’s total area is water, concentrating residents in small towns and along the US‑23 lakeshore.
• Estimated email users: ~9,800 residents (about 75% of total population; roughly 90% of adults).
• Age distribution of email users: 18–34: 17%; 35–54: 28%; 55–64: 21%; 65+: 34% (older cohorts are numerous locally and increasingly connected, though still slightly less likely to use email than younger adults).
• Gender split among email users: ~51% female, 49% male, mirroring the county’s slight female majority.
• Digital access and trends:
  • ~77% of households have a broadband internet subscription; ~87% have a computer or smart device.
  • Connectivity is strongest in and around Rogers City, Onaway, and the US‑23 corridor (cable/fiber); inland townships rely more on fixed wireless and satellite.
  • Smartphone-only access is material among lower-income and remote households, but fixed broadband adoption has been rising with recent fiber builds.
  • Low population density, long last-mile runs, and high shares of seasonal housing keep per-location buildout costs elevated, sustaining a rural digital divide despite gradual gains.

Presque Isle County, MI mobile phone usage — 2025 snapshot

County context

• Population: 12,982 (2020 Census), low-density, predominately rural with an older age profile (among Michigan’s oldest counties by median age).
• Household income and educational attainment trail state averages, and the share of seasonal/vacant housing is high along the Lake Huron shoreline—both factors that shape device mix, plan type, and seasonal traffic patterns.

Modeled user estimates (2025)

• Adults with any mobile phone: ~9,700 (about 91% of the adult population).
• Adult smartphone users: ~8,600 (about 81–82% of adults).
• Total smartphone users including teens (13–17): ~9,400.
• Feature-phone/limited-data users: ~1,100–1,300 (roughly 12–13% of adult mobile users), materially higher than statewide.
• Prepaid share: ~30% of mobile lines (vs ~20% statewide), reflecting lower incomes, older users retaining voice/text plans, and seasonal residents.
• Smartphone-only internet users (no home wired broadband): ~19% of adults (vs ~14% statewide), driven by limited wireline options outside towns.

Demographic breakdown and usage patterns

• Age 65+: Smartphone adoption ~65% and any-mobile ownership ~85%. This group disproportionately uses voice/SMS, larger-screen Android devices, and simplified plans; app usage and mobile payments lag state averages.
• Ages 35–64: High ownership (95%+ any mobile; ~90% smartphones). This cohort drives mobile data consumption for work, navigation, and streaming; hotspot use is common where home broadband is weak.
• Ages 18–34: Near-universal smartphone ownership (~97%). Heavier social, video, and gig-economy app use; more multi-line family and postpaid plans.
• Income effects: Below-state median household income correlates with higher prepaid/MVNO penetration, slower device replacement cycles, and greater reliance on budget Android handsets.
• Seasonal population: Summer residents and visitors along the Lake Huron shoreline (Presque Isle Harbor, Grand Lake, Long Lake, Rogers City) create pronounced seasonal peaks in device counts and data traffic.

Digital infrastructure and coverage

• Carriers present: Verizon, AT&T (including FirstNet Band 14 for public safety), and T-Mobile serve the county.
• 4G LTE: Broad population coverage across towns and primary corridors (US-23 lakefront, M-68 east–west). Coverage thins in forested interior areas and near river valleys away from highways.
• 5G: Low-band/“extended range” 5G is present along main corridors and in/around Rogers City and Onaway; mid-band 5G capacity sites are fewer than in metro Michigan. Users see 5G availability but at lower median speeds than state urban averages.
• Site density: Macro sites are sparse and concentrated along highways and population centers; inland coverage relies on taller macro towers with microwave backhaul. Fewer small cells than state averages.
• Backhaul and resilience: Fiber follows major roads and shoreline routes; some inland sites still depend on microwave backhaul. Power events (storms, ice) can degrade service until generators or restoration; public-safety Band 14 helps maintain priority coverage for first responders.
• Emergency calling/E911: Supported countywide; indoor reliability varies with building materials and distance from corridors, with more frequent reliance on Wi‑Fi calling in fringe areas.

How Presque Isle County differs from Michigan overall

• Lower smartphone penetration: Roughly 5–8 percentage points below state average, driven by older demographics and income mix.
• Higher feature-phone and prepaid use: Feature phones and limited-data plans account for a markedly larger share than statewide; prepaid/MVNO lines are ~10 points higher than Michigan overall.
• More mobile-only households: Smartphone-only internet reliance is several points higher than the state due to sparse cable/fiber beyond towns.
• 5G is present but capacity-limited: Coverage is more low-band oriented; mid-band/capacity 5G footprints are smaller and more corridor-bound than in metro counties, so median 5G speeds are lower and more variable.
• Stronger seasonality: Network load exhibits larger summer peaks tied to tourism and seasonal homeowners along the shoreline, a pattern less pronounced in most of the state.

Implications

• Carriers that expand mid-band 5G and fiber backhaul on inland macros will see outsized improvements in user experience versus incremental urban upgrades.
• Prepaid and senior-focused plans, device financing, and trade-up programs have above-average addressable market.
• Wi‑Fi calling optimization, outdoor CPE/hotspot offerings, and fixed wireless access (FWA) can effectively address broadband gaps, especially away from US‑23 and town centers.

Presque Isle County, MI — Social media usage snapshot (2025)

Context

• Population: ≈12.7k residents; older-leaning, rural profile with high share 50+.
• Method note: Figures below are model-based estimates using the county’s age/sex structure (ACS 2018–2022), combined with Michigan/rural benchmarks and Pew Research Center 2023–2024 platform adoption. They reflect monthly active use.

Overall usage

• Adults (18+): ~60–66% use at least one social platform monthly (≈6.2k–6.9k adults).
• Teens (13–17): 80–90% use social media; small base in this county (400–550 users).
• Combined 13+: ≈6.8k–7.6k residents use social media monthly.

Most-used platforms (share of adult population using monthly)

• Facebook: 60–68% (dominant, especially 50+; central hub for local life)
• YouTube: 58–65% (broad reach across ages; primary for how-to, news clips, outdoor content)
• Instagram: 18–25% (younger and middle-aged adults; lifestyle, events)
• TikTok: 12–18% (growth among 18–34; some spillover to 35–49 for recipes, DIY)
• Snapchat: 10–14% (concentrated among teens/20s)
• Pinterest: 18–24% (skews female; home, crafts, outdoor lifestyle)
• X/Twitter: 7–11% (news, sports; light local footprint)
• LinkedIn: 5–8% (small professional base) Note: Platform usage overlaps; percentages are of adults, not mutually exclusive.

Age profile of social media users (share of all local social users)

• 13–17: 6–8%
• 18–29: 12–16%
• 30–49: 22–28%
• 50–64: 26–32%
• 65+: 28–36% Interpretation: Because the county is older, a plurality of social users are 50+, with Facebook and YouTube anchoring usage.

Gender breakdown (adults)

• Overall social media use: women ~64–70%; men ~56–62%.
• Platform tendencies:
  • Facebook and Pinterest: female-skewed (FB gap widens 50+; Pinterest heavily female)
  • YouTube: slight male edge overall; broad across both genders
  • Instagram and TikTok: near parity under 35; mild female tilt 25–44
  • X/Twitter and Reddit (very small base): male-skewed

Behavioral trends

• Community-first on Facebook: High participation in township/city/EMS pages, school athletics, church and civic groups, event calendars, and lost-and-found/road conditions. Facebook Groups and local Pages are the county’s primary digital public square.
• Marketplace utility: Strong buy/sell/trade behavior (household goods, tools, outdoor and farm equipment, vehicles). Local service discovery via recommendations in groups.
• Video-forward consumption: YouTube (and native FB video) for DIY, outdoor recreation (fishing, hunting, boating), small-engine repair, home maintenance, local sports highlights, and regional news clips.
• Seasonal peaks:
  • Spring–summer: tourism, lakefront, boating, festivals, farmers markets.
  • Fall: hunting, school sports, harvest events.
  • Winter: snowmobile/ice fishing updates, road/safety notices.
• Civic and public-safety bursts: Spikes around weather events, road closures, elections, and school decisions; rapid sharing via Facebook.
• Messaging habits: Facebook Messenger prevalent across ages; Snapchat common among teens/20s; WhatsApp niche.
• Access patterns: Predominantly mobile; heaviest engagement evenings and weekends. Daytime engagement among retirees is steady (late morning/early afternoon).
• Content that performs: Short, practical posts with clear photos; 15–45s vertical video; local faces/places; timely utility (closures, deals, events). Overly polished or overtly “downstate” creative underperforms versus authentic local tone.

Key takeaways

• Facebook and YouTube are the reach pillars; Instagram and TikTok add incremental younger/middle-age reach.
• The user base is older than national averages; plan for accessibility (larger text, clear calls to action) and community relevance.
• Lean into Groups, Marketplace, and short-form video tied to seasonal interests and practical local needs.

Sources informing estimates: U.S. Census Bureau ACS (2018–2022), Pew Research Center Social Media Use (2023–2024), platform advertising reach tools for Michigan (2024), and rural adoption differentials. Limitations: precise, platform-level county data are not directly published; figures represent best-available modeled estimates aligned to the county’s demographics.