Winona County

Winona County, Minnesota — key demographics

Population

• Total population: 50,100 (2023 estimate, U.S. Census Bureau PEP)
• 2020 Census: ~50,900

Age

• Median age: ~36–37 years (ACS 2018–2022)
• Under 18: ~19–20%
• 65 and over: ~17–18%

Gender

• Female: ~50%
• Male: ~50% (ACS 2018–2022)

Race and ethnicity (ACS 2018–2022)

• White alone, non-Hispanic: ~88–90%
• Black or African American alone: ~1–2%
• Asian alone: ~3–4%
• American Indian and Alaska Native alone: ~0.5%
• Two or more races: ~4–5%
• Hispanic or Latino (of any race): ~3–4%

Households (ACS 2018–2022)

• Number of households: ~19,500–20,000
• Persons per household: ~2.3–2.4
• Owner-occupied housing unit rate: ~65–70%
• Median household income (2022 dollars): mid–$60,000s

Notes and insight

• The presence of a large university population in the City of Winona skews the county younger and raises the renter share relative to many Minnesota counties of similar size.

Sources: U.S. Census Bureau, Population Estimates Program (PEP, 2023); American Community Survey 2018–2022 5-year estimates; 2020 Decennial Census. Definitions: “White alone” shown as non-Hispanic; Hispanic/Latino can be of any race.

Winona County, MN snapshot (2023–2024):

• Population ≈49,900; land ≈625 sq mi; density ≈80 people/sq mi.
• Household digital access (ACS 2022): ≈94% have a computer; ≈88% have a broadband subscription.
• Estimated email users: ≈36,800 adults (applying Pew’s ~92% email adoption among U.S. adults to ≈40,000 county adults). Daily users ≈31,000 (≈85% of users).
• Age distribution (email usage rates, Pew-based): 18–29 ≈99%; 30–49 ≈95%; 50–64 ≈92%; 65+ ≈85%. This skews total users toward younger and midlife adults, with strong but slightly lower adoption among seniors.
• Gender split: essentially parity; email users mirror county demographics (≈50% female, ≈50% male) with no material usage gap by gender.
• Digital access trends: Broadband subscription rates have risen steadily since the mid‑2010s; fiber has expanded in the city of Winona and nearby communities via Hiawatha Broadband Communications, while rural townships lean more on cable, DSL, and fixed wireless. 4G/5G coverage is broadly available along major corridors (I‑90, US‑61), supporting mobile email access. Insight: With near-universal device access and high broadband penetration, email is a default communication channel for ≈3 in 4 residents overall and the vast majority of adults.

Mobile phone usage in Winona County, Minnesota — 2024 snapshot

User estimates and adoption

• Population baseline: Approximately 51,000 residents (2023 Census estimate). About 20,500 households (ACS 2018–2022).
• Smartphone presence in households: About 9 in 10 households have at least one smartphone (ACS Table S2801, 2018–2022 5-year).
• Cellular data plans: Roughly 3 in 4 households report having a cellular data plan in the home (ACS S2801), and about 1 in 6 rely on cellular data as their only subscription (cellular-only) rather than a wired plan.
• Adult smartphone users: On current age structure and Minnesota/Pew adoption rates, roughly 40,000 residents in Winona County use a smartphone in 2024 (about four-fifths of the county’s population, including most adults and teens).

Demographic breakdown and usage patterns

• Age effects: The county’s large student/young-adult share (Winona State University, Saint Mary’s University, and Minnesota State College Southeast) lifts smartphone and app-based reliance above the statewide pattern among 18–29-year-olds. Seniors 65+ show the lowest adoption and are concentrated in rural townships, where coverage gaps and device cost limit uptake.
• Income and plan mix: Lower-to-moderate household incomes outside Winona/Goodview correlate with a higher share of cellular-only internet households than the Minnesota average. Prepaid and month-to-month mobile plans are more common than statewide due to student churn.
• Race/ethnicity: The population is predominantly White non-Hispanic, with small but notable Asian and Hispanic communities tied to the universities and local industry; smartphone adoption rates in these groups generally mirror statewide patterns, but cellular-only reliance is somewhat higher among lower-income households.

Digital infrastructure and coverage

• Networks present: AT&T (including FirstNet), T‑Mobile, and Verizon all provide LTE and 5G in the county. 5G coverage is strongest in Winona/Goodview and along the US‑61 river corridor and I‑90; it thins in bluff-and-valley terrain west and south of the city.
• Topography constraints: The Driftless Area’s bluffs create shadowed areas and micro‑dead zones in rural valleys, making indoor coverage more variable than the Minnesota average outside incorporated places.
• Tower and backhaul footprint: The county is served by several dozen FCC‑registered antenna structures, with clusters on bluff tops and along US‑61 and I‑90. Fiber backhaul is anchored by Hiawatha Broadband Communications (HBC) in Winona, with additional presence from Spectrum and Lumen/CenturyLink; recent state Border‑to‑Border and federal BEAD-funded builds are extending fiber into rural townships, which in turn improves mobile backhaul and 5G performance.
• Speeds and experience: In-city median 5G performance is broadly in line with Minnesota’s urban results, while rural median speeds lag due to terrain and sparser sites. Congestion peaks align with the academic calendar and major events, with noticeable load along US‑61.

How Winona County differs from Minnesota overall

• Higher smartphone and cellular-only reliance among young adults: The student-heavy profile pushes smartphone ownership and mobile-first behavior above the statewide average for ages 18–29, with above-average prepaid usage.
• More cellular-only households than the state average: Cellular-only internet as a share of households is a few points higher than Minnesota overall, reflecting students and rural locations that delay or forgo wired broadband.
• Greater terrain-driven variability: Coverage gaps from bluffs and valleys create more uneven rural experiences than typical in Minnesota’s flatter regions, even where nominal 4G/5G coverage exists.
• Strong urban fiber, weaker rural in-home wired options: The city of Winona has robust fiber/cable footprints that reduce smartphone-only dependence in town, while several rural townships still report higher no‑subscription or cellular‑only rates than statewide.

Key statistics cited

• Population and households: U.S. Census Bureau (2023 population estimate; ACS 2018–2022 5‑year for households).
• Smartphone presence and cellular data plans in households: ACS Table S2801 (Computer and Internet Use), 2018–2022 5‑year.
• Age-based smartphone adoption benchmarks: Pew Research Center 2023 adult smartphone ownership, applied to local age structure for user counts.
• Coverage and infrastructure context: FCC National Broadband Map (mobile and fixed), FCC Antenna Structure Registration, Minnesota DEED Border‑to‑Border/BEAD awards, carrier public coverage disclosures.

Winona County, MN — social media usage snapshot (2025)

How many people use social media

• Population: ~50,500 residents (ACS 2023 est.)
• Residents age 13+: ~42,600
• Modeled social media users (13+): ~31,000–33,000 (73–77% of 13+)
• Adults (18+) using any social platform: ~72–75%; Teens (13–17): ~90–95% Method note: Figures are modeled from county demographics (ACS) and 2023–2024 Pew Research Center adoption rates, adjusted for Winona County’s above-average 18–24 share.

Most-used platforms in Winona County (share of residents age 13+ who use each platform)

• YouTube: 83%
• Facebook: 61%
• Instagram: 53%
• TikTok: 40%
• Snapchat: 34%
• Pinterest: 32%
• LinkedIn: 24%
• X (Twitter): 21%
• Reddit: 20%
• WhatsApp: 19%
• Nextdoor: 12% Note: Percentages are per-platform usage; people use multiple platforms.

Age-group usage patterns (penetration within each group; estimates)

• 13–17: 90–95% on at least one platform; top: YouTube, TikTok, Snapchat, Instagram
• 18–24: ~90%; top: Instagram, YouTube, Snapchat, TikTok; Facebook mainly for groups/events
• 25–34: ~85%; top: YouTube, Instagram, Facebook; TikTok rising
• 35–44: ~80%; top: Facebook, YouTube, Instagram
• 45–54: ~75%; top: Facebook, YouTube; Instagram moderate
• 55–64: ~68–72%; top: Facebook, YouTube; Pinterest notable
• 65+: ~50–55%; top: Facebook, YouTube; limited Instagram

Gender breakdown (tendencies among platform users; estimates)

• Overall user base: ~52% women, ~48% men (close to county population split)
• More women: Facebook, Instagram, TikTok, Snapchat, Pinterest (Pinterest ≈70–75% women)
• More men: YouTube, Reddit, X (Twitter), LinkedIn (Reddit ≈65–70% men; X ≈60% men)
• Balanced: WhatsApp, Nextdoor

Behavioral trends and local nuances

• Community-first on Facebook: High engagement with local news, city/county updates, school closings, buy–sell/trade groups, events, and volunteer drives. Facebook Events and Groups are the most reliable way to reach 30+ audiences.
• Student-driven visual platforms: Winona State and Saint Mary’s students push above-average use of Instagram Reels, Stories, Snapchat, and TikTok. Short video (10–30s), campus life, local food, river/outdoor content perform best.
• Video how-to culture: YouTube is a default search for how-to (home, auto, outdoors/fishing, tech) and for school/HS sports highlights.
• Shopping and DIY: Pinterest usage is strong among 25–54 for recipes, home projects, wedding/party planning; peaks before holidays/season changes.
• Jobs and networking: LinkedIn is active for healthcare, education, and manufacturing roles; posts with clear pay/benefits outperform generic listings.
• Real-time updates: X (Twitter) is used by a smaller base but disproportionately for weather, road conditions, sports scores, and emergency notices.
• Timing patterns:
  • Students: late morning/early afternoon (11a–2p) and late evening (8–11p)
  • Working adults: early commute (6:30–8:30a), lunch (12–1p), evening (6–9p)
• Content style: Authentic, locally anchored posts (faces, recognizable locations, practical info) beat polished ads. Giveaways and event tie-ins drive spikes in shares and comments.
• Trust and civility: Local groups enforce norms; clear sourcing and respectful tone increase shareability, especially for civic or public health content.

What these numbers mean for reach (rule-of-thumb)

• A well-targeted Facebook post in a large local group can reliably reach several thousand residents; Instagram Reels/TikTok from campus orgs or local eateries can match or exceed that among 18–29.
• Multi-platform repetition matters: Pair Facebook Groups (for reach) with Instagram/TikTok video (for engagement) and YouTube (for discovery/longevity).

Sources and method

• U.S. Census Bureau, ACS 2023 (population, age structure)
• Pew Research Center, Social Media Use in 2023–2024 (platform adoption by age/gender)
• Estimates above are localized by weighting national adoption rates to Winona County’s age mix and student presence; expect ±3–5 percentage points on platform figures.