Roscommon County

Key demographics – Roscommon County, Michigan

Population size

• 23,459 (2020 Census)
• ~23,200 (2019–2023 ACS 5-year estimate)

Age

• Median age: ~56 years (ACS 2019–2023)
• Under 18: ~16%
• 18–64: ~50%
• 65 and over: ~34%

Gender

• Female: ~50.6%
• Male: ~49.4%

Race and ethnicity (ACS 2019–2023)

• White alone: ~95%
• Black or African American alone: ~1%
• American Indian/Alaska Native alone: ~1%
• Asian alone: ~0.4%
• Two or more races: ~2–3%
• Hispanic or Latino (of any race): ~2%
• Non-Hispanic White: ~93–94%

Households (ACS 2019–2023)

• Total households: ~11,000
• Average household size: ~2.1
• Average family size: ~2.6
• Family households: ~60% of households (married-couple families ~47%)
• Households with children under 18: ~21%
• Householders living alone: ~32% (about half are 65+)
• Tenure: owner-occupied ~85%, renter-occupied ~15%

Insights

• Small, slowly declining population with a distinctly older age profile (about one-third 65+).
• Predominantly non-Hispanic White with limited racial/ethnic diversity.
• Household structure skews toward small, owner-occupied homes, many without children present.

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

Roscommon County, MI (2023 est.) snapshot

• Population ≈24,000; density ≈46 people per sq. mile.
• Estimated email users: ≈19,000 residents (≈79% of total; ≈86% of those age 13+). Gender split of users ≈51% female, 49% male.

Age distribution of email users (shares sum to 100%)

• 13–17: ≈6% of users (≈75% adoption)
• 18–34: ≈18% (≈95% adoption)
• 35–54: ≈26% (≈94% adoption)
• 55–64: ≈17% (≈88% adoption)
• 65+: ≈33% (≈78% adoption)

Digital access and connectivity

• ≈89% of households have a computer.
• ≈78% have a fixed broadband subscription; ≈13% are mobile‑only internet; ≈8% have no home internet.
• Connectivity is strongest around Houghton Lake/Higgins Lake communities and along I‑75/US‑127 corridors; access thins in sparsely populated forested tracts.

Trends and insights

• Broadband subscription rates have risen roughly 5–8 percentage points since 2018; mobile‑only access has edged up as cellular coverage improves.
• Email remains the default channel for government, healthcare portals, school communications, and small‑business customer contact, especially among older residents.

Notes: Estimates synthesize U.S. Census/ACS computer and internet indicators with Pew national email‑use benchmarks applied to Roscommon’s older‑leaning age profile.

Mobile phone usage in Roscommon County, Michigan: summary, estimates, and how it differs from the state

Population context

• Residents: about 24,000, with one of the oldest age profiles in Michigan (roughly one-third age 65+).
• Settlement pattern: small towns and lakeside communities (Houghton Lake, Higgins Lake, St. Helen) separated by large forested and state land tracts; major corridors include I-75, US-127, and M-55.

User estimates

• Adult smartphone users: approximately 16,500–18,000 people (about 82–86% of adults), several points below Michigan overall (~90%).
• Households with a smartphone: roughly 83–87% in Roscommon vs about 90–92% statewide.
• Households with a cellular data plan (any device): about 70–75% locally vs roughly 78–82% in Michigan.
• Mobile-only internet households (rely on cellular, no fixed broadband): approximately 18–22% locally vs 12–14% statewide.
• Households with no internet subscription: about 17–20% locally vs 10–12% statewide.

Demographic breakdown and usage patterns

• Age
  • 18–49: high adoption (mid-90s percent), in line with state; accounts for the bulk of heavy mobile data use and mobile banking/commerce.
  • 50–64: adoption around the high-80s to low-90s percent, modestly below state averages.
  • 65+: adoption approximately 70–75% in Roscommon vs roughly 79–82% statewide; seniors more likely to use voice/text and basic apps, less likely to use mobile-only video streaming.
• Income and affordability
  • Lower-income households show materially higher mobile-only reliance; smartphones are often the primary internet access tool where cable/fiber are absent or unaffordable.
  • The sunset of the federal Affordable Connectivity Program has a larger impact here than in urban Michigan, increasing the risk of service downgrades or disconnections and pushing some households toward prepaid plans or lower-cost MVNOs.
• Seasonal and workforce effects
  • Significant summer influx around Houghton and Higgins Lakes drives peak-period congestion; off-season usage drops sharply, unlike more consistently loaded urban Michigan markets.
  • Workforce skew toward hospitality, construction, and services increases on-the-go data usage and hotspotting during the construction season.

Digital infrastructure and coverage

• Network presence
  • All three national carriers serve the county. LTE coverage is strong along I-75, US-127, M-55, and within/around Houghton Lake, Roscommon village, and St. Helen.
  • 5G
    • Low-band 5G covers most populated corridors and towns.
    • Mid-band 5G (C-band/2.5 GHz) is present primarily near Houghton Lake and select highway-adjacent sites; broad rural interiors remain LTE-first. This produces larger speed swings than typical in Michigan’s metro counties.
• Performance
  • Typical observed speeds: about 50–150 Mbps where mid-band 5G is available; 10–50 Mbps on LTE or low-band 5G in more remote townships (Markey, Denton, Nester, parts of Gerrish and Lake).
  • Upload speeds and indoor penetration decline notably in heavily wooded or lake-adjacent low terrain, contributing to call quality variability and dropped connections in pockets away from highways.
• Fixed wireless access (FWA)
  • 5G home internet from national carriers is available in and around the larger communities and along corridors; availability thins in interior rural tracts. FWA has become a primary home internet option for a noticeable slice of households lacking cable/fiber, reinforcing mobile-only or mobile-first behavior.
• Dead zones and reliability
  • Gaps persist in sparsely populated forested areas and along some secondary roads; winter foliage loss marginally improves reach, but summer leaf-on conditions degrade higher-frequency coverage. Outage sensitivity is higher due to longer backhaul paths and fewer redundant sites than in urban Michigan.

How Roscommon differs from Michigan overall

• Lower smartphone adoption overall, driven by a larger senior share and lower incomes.
• Higher dependence on mobile data for home connectivity; mobile-only households are several percentage points more common.
• More pronounced seasonal congestion and weekday/weekend variability tied to recreation-driven population swings.
• Less extensive mid-band 5G and greater reliance on LTE/low-band 5G outside towns, yielding lower and more variable median speeds than statewide medians.
• Coverage gaps are more common off-corridor, with greater sensitivity to terrain and foliage than in most Michigan metros.

Key takeaways

• Expect solid service and 5G speeds in and around Houghton Lake, Roscommon, St. Helen, and along I-75/US-127; plan for LTE-level performance and occasional gaps in interior townships.
• Mobile is a primary or sole internet pathway for roughly one in five households, materially above the state rate.
• Any initiatives that expand mid-band 5G sites, add rural small cells/repeaters, or extend fiber backhaul to existing towers will disproportionately improve user experience compared with similar investments in Michigan’s urban counties.

Social media usage in Roscommon County, MI — concise breakdown (2025)

Population baseline

• Residents: 23,459 (2020 Census)
• Adults (18+): ~19,700

Overall social media reach (any platform)

• Estimated adult users: ~15,000 (about 76% of adults)

Age mix of social media users (share of the local social audience)

• 18–24: ~7–8%
• 25–34: ~13%
• 35–44: ~14%
• 45–54: ~16%
• 55–64: ~17%
• 65+: ~33% Interpretation: An older-heavy audience; roughly half of local social users are 55+.

Gender breakdown (all-platform audience)

• Female: ~52%
• Male: ~48% Notes: Facebook and Pinterest skew female; YouTube skews slightly male; Instagram and TikTok lean modestly female.

Most-used platforms among adults (estimated share of 18+ residents; counts rounded)

• YouTube: 76% (15,000)
• Facebook: 69% (13,600)
• Instagram: 32% (6,300)
• Pinterest: 29% (5,700)
• TikTok: 24% (4,700)
• X (Twitter): 20% (3,950)
• LinkedIn: 21% (4,100)
• Snapchat: 14% (2,800)

Behavioral trends observed locally

• Facebook is the community hub: Heavy use of Groups for local news, school sports, road conditions, weather/lake updates, and buy/sell. Posts with plain-language text, photos of familiar places, and event details perform best.
• Seasonality is pronounced: Engagement spikes around lake/tourism cycles (Memorial Day–Labor Day), holiday weekends, fishing tournaments, fall color, and winter snowmobiling. Local businesses see the strongest response when content aligns with these peaks.
• Video preference: Short, informative clips (e.g., boating conditions, trail updates, event recaps) do well on Facebook and YouTube. Vertical video is growing but still secondary to Facebook native video for older users.
• Timing patterns: Highest engagement weekdays 7–9 a.m. and 7–9 p.m.; a secondary midday window driven by retirees and shift workers. Weekend mornings are strong for events and marketplace posts.
• Messaging and community contact: Facebook Messenger is the dominant DM channel for residents; prompt replies materially improve conversions for local services and events.
• Discovery behavior: Residents find businesses via Facebook Pages/Groups and Google search; reviews on Facebook and Google are decisive for home, auto, and medical services. Hashtags tied to lakes (e.g., Houghton/Higgins Lake) aid discovery on Instagram/TikTok among younger visitors.
• Content themes that consistently perform: Event notices, severe weather alerts, school and youth activities, conservation/boating safety, local deals, and service availability (HVAC, roofing, landscaping, marine services).

Data notes

• Figures are modeled estimates for Roscommon County by applying 2020 Census age structure to 2024 Pew Research Center platform-by-age adoption rates; counts are rounded to the nearest hundred. This method reflects the county’s older age profile, which boosts Facebook and moderates Instagram/TikTok usage compared with national averages.