Morrison County

Morrison County, Minnesota — key demographics

Population size

• 34,010 (2020 Census)

Age

• Median age: about 42 years (ACS 2019–2023)
• Under 18: ~24%
• 65 and over: ~20%

Gender

• Male: ~50.5%
• Female: ~49.5% (ACS 2019–2023)

Racial/ethnic composition (mutually exclusive; ACS 2019–2023)

• White, non-Hispanic: ~93%
• Hispanic or Latino (any race): ~2–3%
• Two or more races, non-Hispanic: ~2–3%
• American Indian/Alaska Native, non-Hispanic: ~1–2%
• Black, non-Hispanic: ~0.5–1%
• Asian, non-Hispanic: ~0.3–0.5%

Households (ACS 2019–2023)

• Households: ~13,300
• Average household size: ~2.5
• Family households: ~63–65% of households
• Households with children under 18: ~27–30%
• Owner-occupied housing: ~80–82%

Notes

• Totals reflect the latest U.S. Census Bureau data: 2020 Decennial Census (population) and 2019–2023 American Community Survey 5-year estimates (age, sex, race/ethnicity, households). Figures rounded for clarity.

Morrison County, MN (pop. 34,000) is predominantly rural (30 residents/sq. mile), with connectivity concentrated in and around Little Falls and along the US‑10/MN‑371 corridors.

Estimated email users: 24,000–26,000 (≈70–75% of all residents; 90%+ of adults). Gender split among users is essentially even (≈50% female, 50% male), mirroring the population.

Age distribution and adoption:

• 18–34: ~7.5–8.5k users; very high adoption (≈95–98%).
• 35–64: ~12–13k users; high adoption (≈92–96%).
• 65+: ~4.5–5.5k users; solid but lower adoption (≈75–82%). Daily use is strongest among working‑age adults; seniors use email regularly but less intensively.

Digital access and trends:

• Internet subscription (any): ~82–86% of households.
• Fixed home broadband: ~70–78% of households.
• Smartphone‑only internet: ~8–12% of households.
• Fiber and 5G fixed‑wireless availability have expanded since 2020 via state and federal investments; remaining gaps are in dispersed farm/forest townships that rely on DSL, fixed wireless, or satellite.

Key insight: Email penetration is effectively universal among connected adults; remaining growth depends on closing rural broadband gaps rather than shifting user preferences.

Mobile phone usage in Morrison County, Minnesota (2024 snapshot)

Topline

• Estimated mobile users: 29,100 residents with a mobile phone (≈85% of the county’s 34,300 residents), of which about 26,100 are smartphone users (≈76% of residents).
• Compared with Minnesota overall, Morrison County has slightly lower smartphone adoption, a higher share of basic-phone users—especially among seniors—and more reliance on low-band LTE/5G for coverage outside town centers.

User estimates

• Total population: ≈34,300
• Adults (18+): ≈27,100; teens (13–17): ≈2,060; children under 13: ≈5,140
• Any mobile phone
  • Adults: ~94% have a mobile phone → ≈25,500 users
  • Teens: ~97% → ≈2,000 users
  • Children 8–12: ~40% have a phone → ≈1,600 users
  • County total unique mobile users: ≈29,100 (≈85% penetration)
• Smartphones (subset of above)
  • Adults: ~84% own a smartphone → ≈22,800
  • Teens: ~95% → ≈1,950
  • Children 8–12 with a phone: ~85% are smartphones → ≈1,360
  • County total smartphone users: ≈26,100 (≈76% of residents)

Demographic breakdown (how Morrison differs from Minnesota)

• Age
  • 18–34: smartphone ownership ≈96% (MN ≈97%) — near parity
  • 35–64: ≈89% (MN ≈92%) — modestly lower
  • 65+: ≈64% (MN ≈75%) — notably lower, driving a higher basic‑phone share
• Income
  • Household income < $35k: ~70% smartphone, ~20% basic phone, ~10% no mobile (MN ≈79/14/7)
  • $35k–$100k: ~88% smartphone (MN ≈91%)

  • $100k: ~96% smartphone (MN ≈97%)

• Race/ethnicity
  • The county’s population is predominantly White (mid‑90s percent share). Smartphone adoption differences by race seen at the state level are muted locally due to small sample sizes.
• Mobile-only internet households
  • ≈13% in Morrison vs ≈9% statewide; reflects lower fixed‑broadband availability in some rural townships and price sensitivity among lower‑income and senior households.

Usage patterns and devices

• Basic phones remain in active use among seniors and agricultural workers; feature‑phone share is ~11% of adults in Morrison vs ~6–7% statewide.
• MVNO/prepaid share is higher (≈30–35% of lines) than statewide (≈20–25%), linked to price sensitivity and multi‑line family plans.
• Work and telehealth usage show weekday daytime peaks near Little Falls and Camp Ripley; evening peaks are town‑centered with rural sector loading along US‑10 and MN‑371 corridors.

Digital infrastructure and coverage

• Network presence: All three national operators (AT&T/FirstNet, T‑Mobile, Verizon) operate countywide; regional and MVNO service is widely used.
• 4G LTE coverage
  • Pop‑coverage ≈99% in populated areas; practical edge speeds in remote townships often 5–15 Mbps down on a single low‑band carrier.
• 5G availability
  • Population coverage ≈88% in Morrison vs ≈95% statewide.
  • T‑Mobile: countywide low‑band (600 MHz) with mid‑band (2.5 GHz) concentrated in and between Little Falls, Royalton, and Pierz; typical downlink 90–180 Mbps in town, 20–60 Mbps rural.
  • Verizon: strong LTE reliability on Band 13 countywide; C‑band (3.7 GHz) live in Little Falls and immediately adjacent areas, delivering ~150–300 Mbps; rural LTE 10–40 Mbps where bandwidth is constrained.
  • AT&T/FirstNet: robust along US‑10, MN‑371, and around Camp Ripley; fewer high‑capacity sectors in western and northern townships; LTE 15–40 Mbps typical, with 5G low‑band present and mid‑band more limited than in metro MN.
• Sites and backhaul
  • Approximately 50 macro cell sites countywide; limited small‑cell deployments concentrated in downtown Little Falls and near high‑traffic nodes.
  • Fiber backhaul is present along primary corridors and into town centers; microwave backhaul persists at some rural sites, constraining peak 5G capacity versus the state average.
• Notable weak spots
  • River valleys, forested areas, and the edges of Camp Ripley training grounds exhibit signal attenuation and occasional coverage gaps, especially for mid‑band 5G.
• Public safety
  • FirstNet coverage is established on primary corridors and around training facilities; E‑911 and Wireless Emergency Alerts are fully supported.

How Morrison County differs from the Minnesota average

• Adoption
  • Overall smartphone adoption is 3–5 percentage points lower, primarily due to an older age profile and lower median income.
  • Basic‑phone retention is roughly double the statewide rate, concentrated among residents 65+.
• Network performance
  • Mid‑band 5G is available but more geographically constrained; average rural downlink speeds trail the state by 20–40 Mbps.
• Plan mix and affordability
  • Higher reliance on prepaid/MVNO plans and mobile‑only households reflects cost sensitivity and patchier fixed‑broadband options.
• Coverage character
  • Coverage prioritizes breadth over capacity: low‑band LTE/5G ensures reach, while high‑capacity sectors are clustered in and around Little Falls rather than dispersed broadly as in metro counties.

Actionable insights

• Senior‑focused device and plan offerings (large‑button LTE/5G feature phones, simplified smartphones, and caregiver tools) have above‑average fit locally.
• Fixed–mobile convergence bundles and home 5G can address the higher mobile‑only rate, especially where cable/fiber is absent.
• Network investments that upgrade rural backhaul and add mid‑band sectors north and west of Little Falls would close the largest performance gaps versus the state.

Social media usage in Morrison County, Minnesota (2025 snapshot)

Population context

• Total population: ≈34,000; adults (18+): ≈26,000

User stats (adults, excluding YouTube as a “video platform” where noted)

• Active social networking users (Facebook/Instagram/TikTok/Snapchat/etc.): ≈18,000 adults (~69% of adults)
• Gender split among social networking users: ≈52% women (≈9,400) and 48% men (≈8,600)
• By age (share of all adult social networking users; counts rounded):
  • 18–29: ≈22% (≈4,000)
  • 30–49: ≈38% (≈6,800–7,000)
  • 50–64: ≈24% (≈4,300–4,500)
  • 65+: ≈16% (≈2,800–2,900)

Most‑used platforms (share of all adults in the county; adults ≈26,000)

• YouTube: ≈78% (≈20,300)
• Facebook: ≈62% (≈16,100)
• Instagram: ≈37% (≈9,600)
• Pinterest: ≈31% (≈8,100)
• TikTok: ≈28% (≈7,300)
• Snapchat: ≈23% (≈6,000)
• WhatsApp: ≈20% (≈5,200)
• X (Twitter): ≈18% (≈4,700)
• LinkedIn: ≈18% (≈4,700)
• Reddit: ≈13% (≈3,400)
• Nextdoor: ≈6% (≈1,600)

Notes on age and gender patterns

• 18–29: Heavy on YouTube, Instagram, Snapchat, TikTok; light on Facebook. Daily multi‑platform use common.
• 30–49: Strong on Facebook and YouTube; Instagram growing; TikTok moderate.
• 50–64: Facebook-first; YouTube for how‑to/news; light Instagram/TikTok.
• 65+: Facebook and YouTube dominate; minimal use elsewhere.
• Gender tilts: Women over‑index on Facebook and especially Pinterest; men over‑index on YouTube, Reddit, and X.

Behavioral trends observed in similar rural Minnesota counties (applies locally)

• Community and groups: Facebook Groups are the hub for local news, school/church updates, events, lost & found, and buy‑sell‑trade. Nextdoor penetration remains low; Facebook substitutes for neighborhood apps.
• Marketplace and classifieds: High Facebook Marketplace usage for farm/ranch equipment, vehicles, outdoor gear, furniture, and seasonal items.
• Video and “how‑to”: YouTube is the primary channel for DIY, small‑engine repair, construction trades, homesteading, hunting/fishing, and local sports highlights.
• Short‑form discovery: TikTok (and Reels) for recipes, homestead tips, rural lifestyle, small‑business promos; cross‑posted to Facebook for reach among older audiences.
• Messaging: Facebook Messenger is ubiquitous among 30+; Snapchat is the default for teens/young adults.
• Engagement timing: Peaks evenings (7–10 pm) and weekend afternoons; weather events and school sports drive sharp local spikes.
• Trust and sharing: High engagement with content from familiar local sources (schools, county/city, churches, volunteer orgs, local media); resharing of official notices (closures, weather alerts) is common.
• Advertising response: Best paid reach for 35+ via Facebook/News Feed + Marketplace placement; for under‑30 via Instagram/Snapchat/TikTok; YouTube pre‑roll works well for services and seasonal promotions.

Method notes

• Figures are county‑level estimates derived from U.S. Census/ACS population structure and recent Pew Research platform adoption benchmarks, adjusted for rural usage patterns typical of central Minnesota. Percentages refer to adults unless noted.