Houston County

Houston County, Minnesota — key demographics

Population size

• 18,843 (2020 Decennial Census)
• Roughly stable since 2020 per recent Census estimates

Age

• Median age: about mid-40s (ACS 2019–2023)
• Under 18: ~21–22%
• 18 to 64: ~57–58%
• 65 and over: ~20–22%

Gender

• Female: ~50–51%
• Male: ~49–50%

Racial/ethnic composition (ACS 2019–2023; Hispanic is any race)

• White (non-Hispanic): ~94%
• Hispanic/Latino: ~2–3%
• Two or more races: ~2%
• Black/African American: ~0.5–1%
• Asian: ~0.5–1%
• American Indian/Alaska Native: ~0.3–0.6%

Household data (ACS 2019–2023)

• Households: ~7,800–8,000
• Average household size: ~2.3–2.4
• Family households: ~60–63%
• Married-couple households: ~50–52%
• Households with children under 18: ~25–27%
• Nonfamily households: ~37–39%; living alone ~30–32% (65+ living alone ~12–14%)
• Homeownership rate: ~77–80% (renters ~20–23%)

Insights

• Stable, older-than-average age profile with about one-fifth of residents 65+
• Predominantly non-Hispanic White with small but growing racial/ethnic diversity
• Small household sizes and high homeownership consistent with rural Minnesota

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

• Population and density: Houston County, MN has about 18.8–19.0K residents (≈34 people per square mile).
• Estimated email users: ~13.3K adults (≈92% of ~14.5K adults), rising to ~14.0K when including teens. Based on Pew Research email adoption applied to local demographics.
• Age distribution of email use (share using email):
  • 18–29: ≈95–99%
  • 30–49: ≈95–99%
  • 50–64: ≈90–95%
  • 65+: ≈80–90% Given the county’s older age mix, users skews slightly toward 50+.
• Gender split: Near parity; men and women use email at roughly equal rates (~50/50), consistent with national patterns.
• Digital access trends:
  • Home broadband subscription is in the mid‑80% of households (ACS 2019–2023), up from the late‑70s/low‑80s five years prior.
  • Smartphone ownership is high (≈85–90% of adults), driving frequent mobile email access; a small minority are smartphone‑only for internet.
  • Public/library Wi‑Fi and ISP hotspots supplement access for rural residents.
• Connectivity and local density facts:
  • Most populated areas lie along the I‑90/US‑61 corridor (La Crescent, Caledonia) with stronger fixed broadband.
  • Rural valleys/ridgelines see patchier service; fiber builds under Minnesota’s Border‑to‑Border program are expanding coverage, and a majority of locations meet 100/20 Mbps availability; 4G covers most populated areas with growing 5G near La Crosse–La Crescent.

Mobile phone usage in Houston County, Minnesota — 2024 snapshot

At-a-glance user estimates

• Population and households: approximately 18,800 residents and 7,700 households.
• Adult smartphone users: about 12,200 users (≈83% of adults), versus ≈88% statewide.
• Households with a cellular data plan (smartphone/tablet hot-spot subscription): ≈78% (≈6,000 households), versus ≈86% statewide.
• Mobile-only internet households (rely on cellular data, no fixed broadband): ≈14% (≈1,100 households), versus ≈8% statewide.
• Wireless-only voice (no landline at home): ≈63% of households, versus ≈70% statewide.

Demographic breakdown and usage patterns

• Age
  • 18–34: smartphone adoption ≈97%; heavy mobile-first behavior for entertainment and messaging.
  • 35–64: ≈88% adoption; frequent hotspot use for work commutes to La Crosse, Winona, and Rochester.
  • 65+: ≈65% adoption, roughly 8–10 points below Minnesota seniors overall; higher basic/flip-phone retention and shared-family plans.
• Income and education
  • Under $50k household income: smartphone adoption ≈77%; mobile-only internet reliance ≈19%.
  • $50k–$100k: adoption ≈88%; mobile-only ≈11%.
  • $100k+: adoption ≈95%; mobile-only ≈6%.
  • Lower bachelor’s attainment than the state correlates with a higher share of prepaid and budget plans and more data-capped usage.
• Urban–rural split within the county
  • La Crescent and Caledonia: near-state smartphone adoption levels; more 5G mid-band availability and higher average mobile speeds.
  • Smaller towns and rural bluffland: more LTE fallback, greater dead-zone incidence, and higher mobile-only reliance due to gaps in fixed broadband.

Digital infrastructure highlights

• Cellular coverage and performance
  • 4G LTE: near-universal along primary corridors (US‑61, MN‑44, MN‑16) and town centers; terrain-driven shadowing persists in valleys and wooded bluffs.
  • 5G low-band: countywide presence from national carriers, providing broad coverage with typical speeds around 50–150 Mbps.
  • 5G mid-band: clustered around La Crescent and Caledonia corridors with typical speeds 200–500 Mbps; coverage thins rapidly outside towns.
  • Emergency and public-safety: FirstNet (AT&T) coverage is established along main corridors; in-building coverage in bluff areas remains a planning priority for EMS.
• Fixed broadband context that shapes mobile dependence
  • Fiber is present in and around the larger towns (notably via regional providers such as AcenTek and HBC), with DSL and fixed wireless still common in rural tracts.
  • Where fiber or modern cable is absent, households are 1.7 times more likely to rely on mobile-only internet than the statewide average.
• Public access and resilience
  • Libraries and schools provide critical Wi‑Fi offload in Caledonia, La Crescent, and Houston, moderating peak-hour mobile congestion.
  • Weather and topography contribute to localized outages; carriers use river-valley and ridge-top macro sites to improve reliability but small-cell density remains limited compared with metro Minnesota.

How Houston County differs from Minnesota overall

• Adoption levels: overall smartphone adoption is about 5 percentage points lower than the state, with the gap widest among seniors.
• Primary internet choice: mobile-only households are roughly 1.8 times more common than the statewide rate (≈14% vs ≈8%).
• Network experience: 5G mid-band is materially less ubiquitous than in Twin Cities and regional metros; average rural speeds are more often constrained by LTE fallback and terrain.
• Plan mix: higher prevalence of prepaid and shared family plans, reflecting lower median incomes and older age structure; this translates into more conservative data usage per line.
• Coverage equity: towns approach metro-like performance, while rural bluffland pockets exhibit persistent coverage gaps and slower upgrade cycles.

Method notes

• Figures are 2024 county-level estimates triangulated from recent ACS “Computer and Internet Use” data (for household device/subscription patterns), CDC/NCHS wireless-only telephony trends (for landline abandonment), FCC mobile and fixed broadband availability filings, and carrier coverage disclosures. Estimates are tuned to Houston County’s population size, age structure, and rural settlement pattern to highlight differences from Minnesota statewide benchmarks.

Social media usage in Houston County, MN (modeled from the best available sources, primarily Pew Research Center’s 2024 U.S. adult social media adoption, adjusted for a rural/older-leaning profile)

Most-used platforms (share of adults who use each platform; Pew 2024 baseline, which closely reflects usage in Houston County):

• YouTube: 83%
• Facebook: 68%
• Instagram: 47%
• TikTok: 33%
• Snapchat: 30%
• Pinterest: ~34–35%
• LinkedIn: ~30%
• Reddit: ~22%
• X (Twitter): ~22%
• WhatsApp: ~21%
• Nextdoor: ~19%

User stats and age-group patterns (how usage concentrates locally):

• Overall penetration: About 80% of U.S. adults use at least one social platform; Houston County’s usage rate is similar, with heavier reliance on Facebook and YouTube due to its older, rural profile.
• Ages 13–17: Heavy on Snapchat and TikTok for messaging and entertainment; Instagram secondary; minimal public posting outside peer networks.
• Ages 18–29: YouTube universal; Instagram, Snapchat, and TikTok are the primary daily platforms; Facebook is used for groups/events but less for posting.
• Ages 30–49: YouTube and Facebook dominate; Instagram is routine; TikTok growing; Snapchat still active among parents of teens; LinkedIn usage present among healthcare, education, and commuters to La Crosse.
• Ages 50–64: Facebook and YouTube are primary; Pinterest notable (home, recipes, DIY); Instagram/TikTok used but less frequently.
• Ages 65+: Facebook first, YouTube second; Pinterest and Nextdoor niche; lower use of Snapchat, Reddit, TikTok.

Gender breakdown (consistent with national patterns, reflected locally):

• Women: Over-index on Facebook and Pinterest; strong daily use of Facebook for community groups, school updates, and Marketplace; Instagram usage steady.
• Men: Over-index on Reddit and X; YouTube strong across both genders; Facebook widely used but slightly less than women.
• Snapchat and TikTok skew slightly female; LinkedIn skews slightly male.

Behavioral trends seen in Houston County:

• Community-centric Facebook: High engagement in local groups (schools, youth sports, hunting/fishing, garage sales, church and civic updates) and Facebook Marketplace for farm/outdoor gear and household items. Events and public safety updates drive spikes.
• Video-first habits: YouTube is the go-to for how-to content (home, auto, outdoor), local livestreams (school sports, church), and product research. Short-form video on TikTok and Instagram Reels is rising for local businesses and creators.
• Messaging over posting for youth: Teens and young adults prefer Snapchat for communication; public posting is lighter and more ephemeral.
• Visual shopping discovery: Instagram and Pinterest support discovery for boutiques, crafts, home, and seasonal Midwest activities; Facebook still converts via Groups and Marketplace.
• Lower traction platforms: X (Twitter) and Reddit have smaller, niche communities (sports, news, tech/outdoors). Nextdoor usage is limited by small municipalities and reliance on Facebook groups.
• Timing and cadence: Evenings (6–10 pm) and weekends see the highest engagement; weather, school calendars, and seasonal activities (fishing/hunting, festivals, sports) strongly influence posting and participation.

What to prioritize for reach and engagement locally:

• Reach: Facebook and YouTube first; Instagram next. Use short-form video across Facebook Reels, Instagram Reels, and YouTube Shorts.
• Community activation: Lean into Facebook Groups and Events; partner with schools, boosters, and local nonprofits for organic reach.
• Youth touchpoints: Snapchat and TikTok for awareness among teens/young adults; keep messages concise and visual.
• Commerce: Facebook Marketplace and Instagram/Pinterest for local product discovery; clear calls to visit or message.

Notes on data: Platform percentages are from Pew Research Center’s 2024 U.S. adult social media report and are the most reliable proxy for county-level usage; Houston County’s older/rural profile tends to elevate Facebook and YouTube slightly and depress X, Reddit, and LinkedIn relative to urban counties.