Adams County

Adams County, Mississippi — key demographics

Population size

• 29,538 (2020 Decennial Census)

Age

• Median age: about 41 years
• Under 18: about 22%
• 65 and over: about 20% (ACS 2019–2023 5-year estimates)

Gender

• Female: about 53%
• Male: about 47% (ACS 2019–2023 5-year estimates)

Race/ethnicity (2020 Census)

• Black or African American alone: about 56–57%
• White alone: about 40–41%
• Two or more races: about 2%
• Hispanic or Latino (any race): about 2%
• Other races (each): <1%

Households (ACS 2019–2023 5-year estimates)

• Total households: about 12,500
• Average household size: about 2.4 persons

Sources: U.S. Census Bureau, 2020 Decennial Census (P.L. 94-171) and American Community Survey 2019–2023 5-year estimates. Figures rounded; ACS values are survey estimates.

Email usage in Adams County, MS (estimates)

• Population and density: 28–30k residents; low-density, rural county centered on Natchez (60–70 people/sq. mi.).
• Estimated email users: ~20–22k residents use email at least monthly (based on national adoption adjusted to local demographics).
• Age adoption:
  • 18–34: ~95%
  • 35–49: ~95%
  • 50–64: ~88–92%
  • 65+: ~75–85%
  • Teens (13–17): ~60–70% (primarily for school/services)
• Gender split: Roughly even (about 50/50; women slightly higher by ~1–2 points).
• Access and trends:
  • Home broadband subscription: ~70–75% of households; ~15–20% are smartphone‑only internet users.
  • Mobile: 4G coverage is widespread; 5G present in Natchez and along main corridors (e.g., US‑61), weaker in outlying areas.
  • Fixed broadband (≥100/20 Mbps) widely available in Natchez; rural pockets still rely on DSL/fixed wireless with fewer provider choices.
• Local connectivity notes: Urban‑rural gap in speeds and affordability; public Wi‑Fi via libraries/schools in Natchez helps bridge access.

Method: Derived from U.S. Census ACS, FCC broadband data, and Pew Research (2023–2024) benchmarks, scaled to Adams County’s population and rural profile.

Adams County, MS mobile phone snapshot (2025, best-available estimates)

• Mobile phone users: ~20,000–21,000 adult users (out of ~22,000 adults), with ~18,000–19,000 adult smartphone users.
• Mobile-only internet households (smartphone/cellular data but no home broadband): ~2,800–3,600 households (roughly 23–30% of all households), higher than Mississippi’s statewide share (about 18–22%).
• 5G availability: Concentrated in and around Natchez and along US‑61/major corridors; rural pockets remain 4G‑only and can see capacity slowdowns.
• Carriers present: AT&T, Verizon, T‑Mobile (plus FirstNet via AT&T); regional fiber/backhaul mainly from AT&T and Sparklight/Cable One, with limited last‑mile fiber outside core Natchez.

How Adams County differs from Mississippi overall

• Higher smartphone dependence: Because Adams County has lower median household income than the state average and a majority-Black population (both groups are more likely to rely on smartphones as their primary internet), the county’s mobile‑only rate is a few points above the state’s.
• Older age structure, mixed effect: Adams has a slightly older population than the state average, which dampens senior smartphone adoption, but working‑age and student cohorts rely more heavily on mobile to compensate for limited affordable home broadband. Net result: total smartphone penetration similar to Mississippi overall, but mobile‑only reliance is higher.
• Coverage quality is relatively better than much of rural Mississippi: The Natchez urban core anchors more consistent 4G/5G service than many rural counties; dead zones exist in wooded/bluff areas and far‑rural tracts, but countywide “no‑service” areas are fewer than in Mississippi’s most rural regions.
• Post‑ACP shift likely more pronounced: With the Affordable Connectivity Program ended, a larger share of low‑income Adams County households appear to be shifting to prepaid/mobile hotspot plans versus re‑subscribing to home broadband, compared with the state average.

Demographic breakdown (usage patterns and dependence)

• By age:
  • 18–34: Near‑universal smartphone ownership (~95%+). Highest rates of mobile‑only internet for streaming, school/work apps, and social media.
  • 35–64: High smartphone ownership (~90%); many use unlimited or high‑cap plans. Mobile‑only common among renters and service‑sector workers.
  • 65+: Adoption lower (~65–75%), with more basic/mobile‑lite users. Those online often use larger‑screen phones or tablets and may keep voice/text‑centric plans. Seniors are less mobile‑only than younger groups but still above national senior averages due to affordability.
• By race/ethnicity:
  • Black residents (a majority in Adams) have smartphone ownership comparable to Whites but higher smartphone dependence (mobile‑only) due to affordability and housing characteristics. This skews the county’s overall mobile‑only share above the state average.
• By income and housing:
  • Low‑income and rental households show the highest mobile‑only rates. Homeowners in Natchez with access to cable/fiber are more likely to have both home broadband and mobile; renters and households outside fiber/cable footprints lean on mobile plans and hotspots.
• By geography:
  • Natchez/US‑61 corridor: Strongest 5G/4G capacity; typical 5G low/mid‑band speeds in town, tapering at edges.
  • Outlying areas (northeast/southeast of city, forested bluffs): More 4G‑only and occasional signal shadows; speeds can drop to low double digits at peak times.

Digital infrastructure notes

• Radio access:
  • AT&T: Broad 4G LTE, Band 14 (FirstNet) along key corridors; 5G in Natchez and near US‑61.
  • T‑Mobile: Extensive low‑band 5G “Extended Range” in/near town; mid‑band capacity strongest near population centers.
  • Verizon: 4G footprint countywide; 5G low‑band in town settings; rural 5G less consistent.
• Backhaul and last mile:
  • Fiber/cable backhaul present along main corridors; residential fiber is limited outside core neighborhoods. Where home broadband is weak or pricey, mobile lines and hotspots fill the gap, reinforcing above‑average mobile‑only adoption.
• Public/anchor connectivity:
  • Schools, libraries, and municipal buildings provide critical Wi‑Fi offload. After ACP’s sunset, these anchors see increased demand for public Wi‑Fi and device charging.
• Resilience and terrain:
  • River bluffs/wooded areas can create micro‑dead zones and indoor penetration issues; carriers rely on corridor‑aligned towers, so off‑corridor sites may experience weaker signal. This terrain effect is more pronounced than in many flat Mississippi counties.

What to watch through 2026

• If carriers add mid‑band 5G sites or new backhaul in outer Natchez and along secondary roads, rural speeds and reliability will rise, potentially reducing mobile‑only out of necessity to mobile‑primary by choice.
• Any expansion of discounted connectivity (state vouchers or successor to ACP) would likely have outsized impact in Adams County, shifting some households back to fixed broadband plus mobile rather than mobile‑only.

Method note: Figures are synthesized from recent ACS device/Internet subscription patterns, Pew mobile adoption trends, FCC coverage maps, and county demographics. They are presented as ranges to reflect margins of error and recent program changes.

Below is a concise, locally tuned snapshot for Adams County, MS. Figures are estimates based on the county’s size and rural-southern usage patterns, applying Pew Research Center 2024 U.S. platform usage rates to a county adult population of roughly 22–24k (total residents ~28–30k). Treat ranges as directional.

Quick user stats (est.)

• Adults using at least one social platform: 17k–20k (≈75–85% of adults)
• Access patterns: mobile-first; many users rely on cellular data over home broadband; video-heavy consumption (short-form + live)

Age groups (share using social media; local behavior)

• 18–29: ~90–95% use social; heavy Instagram, TikTok, Snapchat; video-first; DM > comments
• 30–49: ~85–90%; Facebook + YouTube core; Instagram secondary; Marketplace and local groups strong
• 50–64: ~70–75%; Facebook primary; YouTube for news/how-to/church; less multi-platform activity
• 65+: ~45–55%; Facebook + YouTube; prefer text/photo posts and local updates; steady engagement, less posting

Gender breakdown (est.)

• Overall users: ~53% women, ~47% men (mirrors local population)
• Women over-index on Facebook, Instagram, Pinterest; men over-index on YouTube, X (Twitter), Reddit
• Messaging: Facebook Messenger dominant for both; group chats common for churches, schools, teams

Most-used platforms in Adams County (est. adult penetration)

• YouTube: 75–85%
• Facebook: 60–70%
• Instagram: 35–45%
• TikTok: 25–35%
• Snapchat: 20–30% (younger skew)
• Pinterest: 25–35% (mostly women)
• WhatsApp: 15–20% (family groups; select communities)
• X (Twitter): 12–20% (news/sports watchers, local officials)
• LinkedIn: 12–18% (professionals; smaller base)
• Nextdoor: 5–10% (pockets in Natchez neighborhoods)

Behavioral trends to know

• Community-first Facebook: Local groups (yard sales, school, church, city updates, severe weather) drive the most comments and shares; Marketplace is a major traffic source.
• Event-driven spikes: Big surges around Natchez festivals (Spring/Fall Pilgrimage, Great MS River Balloon Race), high school sports, church homecomings, and weather alerts.
• Video rules attention: Short vertical video (Facebook/Instagram Reels, TikTok) outperforms static. Church services, local sports highlights, restaurant dishes, and “what’s happening this weekend” do well.
• Trust is local: Posts from known community figures (pastors, coaches, radio/DJ, small-business owners) carry outsized influence; UGC and testimonials outperform polished ads.
• Timing: Peaks around 6–8am, lunch (11:30–1), and 7–10pm; Sunday engagement is high (church/community).
• Discovery and conversion: Facebook for discovery and messaging; Instagram/TikTok for visual demand gen; many purchases or sign-ups finalize via DM or phone rather than website checkout.
• Access constraints: More Android and data-capped users than national average—keep files light, captions clear, and links minimal.

Notes on methodology

• Estimates align national usage (Pew Research Center, 2024) to Adams County’s size and rural profile using recent ACS population structure. Replace with local platform ad-reach dashboards or county surveys for precise figures.