Clarke County

Clarke County, Mississippi — key demographics

• Population

  • 2020 Census: 15,615
  • 2023 estimate: ~15,100 (Census Population Estimates Program)

• Age (ACS 2018–2022)

  • Median age: ~41–42 years
  • 0–17: ~22%
  • 18–64: ~58%
  • 65+: ~20%

• Gender (ACS 2018–2022)

  • Female: ~51%
  • Male: ~49%

• Race/ethnicity (2020 Census)

  • White (non-Hispanic): ~56%
  • Black/African American (non-Hispanic): ~41%
  • Hispanic/Latino (any race): ~2–3%
  • Two or more races: ~1–2%
  • Asian, American Indian/Alaska Native, other: each <1%

• Households (ACS 2018–2022)

  • Total households: ~6.1k
  • Average household size: ~2.5
  • Family households: ~68% of households

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 5-year; Population Estimates Program (2023). Figures rounded for clarity.

Clarke County, MS email usage (estimates)

• Estimated email users: 8,000–9,000 adults. Method: county population ~16–17k; ~75–80% are 18+; ~70–75% of adults use the internet; ~90% of internet users use email.
• Age distribution of email users (approximate):
  • 18–34: 22–25%
  • 35–54: 32–35%
  • 55–64: 18–20%
  • 65+: 20–25% (lowest adoption; many rely on mobile-only access)
• Gender split: roughly even (about 49–51% male / 49–51% female).
• Digital access trends:
  • About 70–75% of households have a home broadband subscription; roughly 20–25% have no at-home internet.
  • 10–15% of households are smartphone-only, which supports email use but can limit heavy email tasks.
  • Gradual improvement from state/federal broadband investments, but affordability and rural distance remain barriers.
• Local density/connectivity context:
  • Population spread across ~690 sq mi (≈23–24 residents per sq mi), indicating rural, low-density service areas that raise network build-out costs.
  • Fixed broadband availability and speeds are improving but remain below urban Mississippi averages; adoption tracks with age and income.

Notes: Percentages blended from ACS county-level internet subscription patterns and national email-use norms (Pew); presented as reasonable ranges.

Clarke County, MS mobile usage snapshot (focus: how it differs from statewide)

Overall context

• Rural county of roughly 15–16k residents, older median age and lower median income than Mississippi overall. These factors shape how people connect: more reliance on mobile phones as a primary internet tool, and less access to high-capacity networks.

Estimated users and adoption

• Adult smartphone users: about 9,500–11,000 adults (assumes ~12–13k adults and 80–86% smartphone ownership; Mississippi statewide is closer to mid– to upper–80s).
• Smartphone-only internet households (no home computer/wired broadband): approximately 1,200–1,800 households, a higher share than the Mississippi average. Expect mid–20s percent in Clarke vs upper–teens to low–20s percent statewide.
• Plan mix: prepaid lines likely 30–40% of active mobile lines (several points higher than statewide), reflecting price sensitivity and variable credit access.
• Platform split: Android usage skews higher than state average (roughly 65–75% Android, 25–35% iOS), aligned with income mix and prepaid prevalence.

Demographic patterns behind usage

• Age: Lower smartphone ownership among seniors (65–75%) than the state average, but higher smartphone dependence among working-age adults who lack fixed broadband at home.
• Income: Households under the median income are more likely to be smartphone‑only for home internet, above the statewide rate for that income bracket.
• Race/ethnicity: Black residents make up a higher share of the county than the state average and are more likely to rely on smartphones as their primary connection (mirroring national patterns), contributing to the county’s elevated smartphone-only rates.
• Education: Residents with high school or less are more likely to be mobile-only; that cohort is overrepresented compared to the state average.

Digital infrastructure notes

• Cellular coverage: AT&T and Verizon have the broadest LTE footprint; 5G is present mainly as low‑band along primary corridors (e.g., around Quitman/Stonewall/Shubuta and US‑45). Mid‑band 5G capacity is limited versus urban Mississippi counties.
• T-Mobile: Low‑band 5G is present but more fragmented; indoor coverage can drop in forested areas and away from highways.
• Speeds and capacity: Daytime LTE performance is generally adequate for messaging and browsing but degrades at peak times; median speeds tend to lag the Mississippi average because of lower tower density and fewer mid‑band sectors.
• Fixed internet alternatives: Legacy DSL and satellite remain common outside town centers; cable or fiber is limited beyond core blocks in places like Quitman/Stonewall. Fixed wireless access (4G/5G home internet) is available in some pockets but not county‑wide.
• Coverage gaps: More dead zones in low‑lying/forested areas and along lesser-traveled county roads than state average; indoor signal challenges in older structures.

How Clarke County differs from Mississippi overall (key trends)

• Higher smartphone-only dependence: A larger share of households rely on smartphones as their primary or only internet connection due to sparser wired broadband and lower incomes.
• Slightly lower overall smartphone ownership, but heavier reliance among those who have one: Seniors’ adoption lags the state, while working‑age smartphone users lean on mobile for core tasks (school portals, telehealth, benefits, job search).
• More prepaid, budget plans: Prepaid share and data‑capped plans are more common than statewide, influencing app usage (more Wi‑Fi seeking, careful video use).
• Slower, LTE‑heavy experience: Less mid‑band 5G and lower tower density produce slower median speeds and more variability than Mississippi’s metro counties.
• Smaller iOS share: Cost considerations tilt usage toward Android versus the statewide mix.

Implications for outreach and service design

• Optimize for low-to-moderate bandwidth and intermittent connectivity (lightweight sites, offline-capable apps).
• Support SMS/voice workflows and WhatsApp/Messenger for communication.
• Offer data-efficient video for telehealth/education and schedule around peak congestion when possible.
• Consider prepaid-friendly promotions and device support given higher Android share.

Notes on methodology and verification

• Estimates derive from county population, rural Mississippi adoption patterns, ACS “Computer and Internet Use” trends, Pew Research smartphone ownership, and typical rural carrier footprints. For exact figures, check:
  • U.S. Census/ACS table S2801 (Computer and Internet Use) for Clarke County
  • FCC National Broadband Map for fixed and mobile coverage by technology
  • Carrier coverage maps (AT&T, Verizon, T‑Mobile) and Ookla/M‑Lab for performance

Clarke County, MS social media snapshot (estimates)

Population context

• Total population: ~15.5–16k; older, rural profile
• Internet access: ~70–80% of households
• Social media users: ~9.5–11.5k residents (roughly 60–70% of total pop.; 80–85% of internet users)
• Devices: Smartphone is primary; desktop use lower than national average

Most-used platforms (share of residents 13+; estimated)

• YouTube: 70–75%
• Facebook: 60–65% (Groups and Messenger are core)
• Instagram: 30–35%
• TikTok: 25–30%
• Snapchat: 20–25% (dominant under 25)
• Pinterest: 25–30% (skews female 25–54)
• X/Twitter: 12–15%
• Reddit: 10–12%
• LinkedIn: 8–12% (smaller, education/employment skew)
• WhatsApp: 8–12% (niche)
• Nextdoor: 3–6% (limited rural uptake)

Age mix of social media users (share of county’s social users; estimated)

• 13–17: 6–8%
• 18–24: 10–12%
• 25–34: 16–18%
• 35–44: 17–19%
• 45–54: 17–19%
• 55–64: 16–18%
• 65+: 14–16%

Gender breakdown (of social users; estimated)

• Female: ~53%
• Male: ~47%
• Platform skews: Women over-index on Facebook and Pinterest; men on YouTube, Reddit, and X

Behavioral trends

• Community-first: Heavy engagement in Facebook Groups for schools, churches, high school sports, local government, obituaries, lost/found, and severe-weather updates
• Marketplace culture: Facebook Marketplace is a top commerce channel; local buy/sell posts outperform brand ads
• Video habits: Short-form video (Reels/TikTok) and YouTube dominate consumption; live streams of games and church services draw spikes
• Messaging over comments: Many interactions move to Messenger/text; click-to-call is valued
• Trust signals: Local faces, plain-language offers, and clear contact info outperform polished creative; reviews and word-of-mouth matter
• Timing: Evenings (6–9 pm) and Sunday afternoons see strongest engagement; weekday lunch hours moderate
• Youth split: Teens use Snapchat/TikTok/YouTube; Facebook mainly for teams/events via parents or coaches
• Older adults: Highly active on Facebook; prefer posts with phone numbers, directions, and clear calls to action

Notes on method

• County-level platform shares aren’t published; figures above apply recent Pew Research US usage patterns adjusted for an older, rural Southern county profile and typical ad-reach norms. Use as planning estimates, not official counts.