Pearl River County

Pearl River County, Mississippi — key demographics (latest available)

Population size

• Total population: ~57,100 (2023 estimate; +1–2% since 2020)

Age

• Median age: ~41 years
• Under 18: ~22–23%
• 18 to 64: ~59–60%
• 65 and over: ~18–19%

Gender

• Female: ~50.5–51%
• Male: ~49–49.5%

Racial/ethnic composition

• White (non-Hispanic): ~80%
• Black or African American (non-Hispanic): ~13%
• Two or more races (non-Hispanic): ~2–3%
• American Indian/Alaska Native (non-Hispanic): ~0.5–0.7%
• Asian (non-Hispanic): ~0.4–0.6%
• Native Hawaiian/Other Pacific Islander (non-Hispanic): ~0.1%
• Some other race (non-Hispanic): ~0.3–0.5%
• Hispanic or Latino (any race): ~3–4%

Households and housing

• Households: ~21,000–21,500
• Average household size: ~2.6 persons
• Family households: ~69–70% of households
• Married-couple households: ~49–51% of households
• Nonfamily households: ~30–31%
• Owner-occupied housing rate: ~78–82%

Insights

• Older age profile than the U.S. overall, with a sizable 65+ share
• Predominantly non-Hispanic White, with a notable Black population and small but growing Hispanic presence
• High homeownership and predominantly family households, typical of rural/suburban counties

Sources: U.S. Census Bureau, 2019–2023 American Community Survey 5-year estimates; Population Estimates Program (2023). Estimates rounded for clarity.

Email usage in Pearl River County, MS (2025 snapshot)

• Population and density: 55,834 residents (2020 Census); ≈69 people per square mile, indicating a largely rural county.
• Estimated email users: ~39,000 residents (≈70% of total; ≈92% of internet users), calculated from local age mix and national email adoption benchmarks (Pew).
• Age distribution of email users: • 18–34: ~28% • 35–54: ~36% • 55–64: ~15% • 65+: ~21%
• Gender split: County population is 51% female, 49% male; email use is essentially gender‑neutral, so users mirror the population (19.9k women, ~19.1k men).
• Digital access and connectivity: • ~77% of households have a broadband internet subscription (ACS 2022). • ~90% of households have a computer and/or smartphone (ACS 2022). • Rural settlement and low density increase last‑mile costs, contributing to lower fixed‑broadband take‑up than urban Mississippi, but mobile broadband keeps email accessible for most residents.
• Trends and insights: • Email is near‑universal among working‑age adults; the fastest growth is among residents 55+. • Household broadband subscription rates have risen in recent years, supporting stable or increasing email engagement. • Gender gaps are negligible; age remains the primary differentiator of email intensity.

Mobile phone usage in Pearl River County, Mississippi — 2025 snapshot

Baseline

• Population: 55,834 (2020 Census). Approximate adult population: 43,000 (assuming 77% age 18+). Approximate households: 21,500 (assuming 2.6 persons/household).

Estimated user base (adults 18+)

• Mobile phone users (any cellphone): ~40,400 adults (94% of adults).
• Smartphone users: ~36,500 adults (85% of adults).
• Smartphone-only internet users: ~9,500 adults (about 22% of adults rely on a smartphone for home internet).
• Wireless-only households (no landline): ~15,700 households (about 73% of households).

Demographic patterns shaping usage

• Age: The county skews older than the state average, which pulls overall smartphone adoption modestly below Mississippi’s urban counties. Expect very high smartphone adoption among adults under 50, with noticeably lower rates among 65+ (nationally ~60%).
• Income and education: Lower median incomes and lower bachelor’s attainment relative to metro counties correlate with higher smartphone-only internet reliance and lower fixed broadband take-up, especially outside Picayune and Poplarville.
• Geography: A large rural footprint outside the I‑59 corridor increases dependence on mobile data and fixed wireless where wired broadband options are limited.

Digital infrastructure highlights

• 5G coverage:
  • T-Mobile’s low-band 5G covers most of the county, including rural stretches; mid-band capacity is concentrated along the I‑59 corridor and in/around Picayune and Poplarville.
  • AT&T and Verizon 5G are present in town centers and along major routes, with LTE predominating in outlying areas.
• Fiber and cable:
  • Electric cooperative fiber (CoastConnect/Coast Electric) has been expanding and now reaches a substantial share of served addresses outside the cities, materially improving non-urban options where available.
  • Cable broadband is established in Picayune and parts of Poplarville; outside these areas, coverage drops quickly.
• Fixed wireless and satellite:
  • 4G/5G fixed wireless (Verizon, T-Mobile) fills gaps where fiber/cable are absent; satellite (Starlink and geostationary) remains an option of last resort in the most sparsely served pockets.

How Pearl River County differs from Mississippi overall

• Higher smartphone-only reliance: At about 22% of adults, smartphone-only internet use is a few points higher than Mississippi’s statewide average, reflecting more limited wired options in rural tracts.
• Very high wireless-only households: At roughly 73%, the county mirrors or slightly exceeds Mississippi’s already nation-leading wireless-only rate, indicating strong substitution away from landlines.
• Slightly lower overall smartphone penetration: The older age profile and rural settlement pattern keep total smartphone adoption a bit below the state’s metro counties, despite high adoption among working-age adults.
• Patchier mid-band 5G capacity: Compared with counties like Hinds, Rankin, and DeSoto, mid-band 5G buildout is sparser off the I‑59 corridor, creating a wider gap between in-town and rural mobile performance.
• Greater dependence on fixed wireless: A larger share of households use 4G/5G home internet as a primary broadband option than the state average, especially beyond cable/fiber footprints.

Method notes

• Counts are derived from the 2020 Census population and households, applying widely cited adoption benchmarks: adult cellphone ownership (94%), adult smartphone ownership (85%), smartphone-only internet (22% in rural-leaning geographies), and wireless-only households (73% in Mississippi). These provide consistent, decision-ready estimates for the county’s current scale of mobile usage.

Pearl River County, MS social media snapshot (2025)

How many users

• Population: 55,834 (2020 Census).
• Adults (18+): roughly 42–43k residents.
• Estimated adult social media users: about 30–32k (applying Pew Research Center’s finding that roughly 7-in-10 U.S. adults use at least one social platform).

Most-used platforms (share of adults; Pew Research Center, 2024 U.S. benchmarks applied locally)

• YouTube: 83%
• Facebook: 68%
• Instagram: 47%
• Pinterest: 35%
• TikTok: 33%
• Snapchat: 30%
• LinkedIn: 30%
• X (Twitter): 27%
• WhatsApp: 26%
• Reddit: 22% Notes: Facebook is the daily-use anchor in rural Mississippi; YouTube leads overall reach and video consumption. Instagram, TikTok, and Snapchat skew younger; Pinterest strong among women and DIY/household planners.

Age groups and usage tendencies

• 18–29: Heaviest on YouTube, Instagram, Snapchat, and TikTok; lower Facebook posting but active in Messenger and local Groups for info and events.
• 30–49: Broadest mix; Facebook, YouTube, and Instagram dominate; most active in school/church/sports groups and Marketplace.
• 50–64: Facebook and YouTube are primary; Pinterest common for projects; TikTok adoption growing for short videos.
• 65+: Facebook for community/news and YouTube for how-tos and entertainment; limited use of newer apps.

Gender breakdown (U.S. audience skews applied locally)

• Women over-index on Facebook, Instagram, Pinterest, and TikTok; Pinterest’s audience is predominantly female.
• Men over-index on YouTube, Reddit, X (Twitter), and LinkedIn; YouTube has a slight male tilt, Reddit and X a stronger male skew. Implication: Creative and placements that lean Pinterest/Facebook/Instagram reach women efficiently; YouTube/Reddit/X capture harder-to-reach male segments.

Behavioral trends observed in similar rural–suburban Southern counties and reflected locally

• Community-first usage: Facebook Groups and Pages for schools, churches, youth sports, civic updates, and weather alerts drive daily habit; engagement spikes around storms, graduations, ball seasons, and festivals.
• Marketplace-centric commerce: Facebook Marketplace functions as the local classifieds for vehicles, equipment, and household goods.
• Video-first consumption: YouTube (long-form and Shorts) and TikTok lead discovery; cross-posted Reels perform well with local faces/landmarks.
• Messaging reliance: Facebook Messenger is ubiquitous; Snapchat is a default for under-30 private comms; WhatsApp is niche.
• News and information: Local news is primarily encountered via Facebook shares/Groups rather than direct site visits.
• Timing: Engagement reliably clusters on weekday evenings (after work/school) and weekend late mornings.
• Content that performs: Practical tips, school/league highlights, church and civic spotlights, local deals, weather/road updates, and short personable videos. Highly produced “brand” content underperforms unless it features recognizable locals or place-specific hooks.

Sources and method

• U.S. Census Bureau, 2020 Census (population baseline for Pearl River County).
• Pew Research Center, 2024 “Social Media Use” platform adoption among U.S. adults; applied to local adult population to estimate platform reach.
• Platform gender skews based on U.S. ad-audience patterns commonly reported by platforms and industry aggregators (e.g., DataReportal); used to indicate directionality locally.