Prentiss County

Key demographics — Prentiss County, Mississippi (latest available):

• Population size:

  • 25,200 (approx.), 2023 Census estimate
  • 25,008, 2020 Census count

• Age:

  • Median age: ~40 years
  • Under 18: ~23%
  • 18–64: ~59–60%
  • 65 and over: ~17–18%

• Gender:

  • Female: ~51%
  • Male: ~49%

• Race/ethnicity (ACS 2019–2023, share of total population):

  • White (non-Hispanic): ~85%
  • Black or African American (non-Hispanic): ~10–11%
  • Hispanic or Latino (any race): ~2–3%
  • Two or more races (non-Hispanic): ~2%
  • Other races (each): <1%

• Households (ACS 2019–2023):

  • Total households: ~9,800–10,000
  • Average household size: ~2.5–2.6
  • Family households: ~65–70% of households
  • Married-couple households: ~48–50% of households
  • Households with children under 18: ~28–30%
  • Owner-occupied housing: ~75–77% of occupied units

Insights:

• Stable population around 25,000.
• Predominantly non-Hispanic White with a modest Black population and small but growing Hispanic presence.
• Slightly older age profile than the national average, with roughly one in six residents age 65+.
• Household structure is family-oriented, with high homeownership typical of rural counties.

Sources: U.S. Census Bureau (2020 Decennial Census; 2019–2023 American Community Survey 5-year; 2023 Population Estimates).

• Scope: Prentiss County, MS (pop. ≈25,100; density ≈60 people/sq mi; Booneville is the densest node).
• Estimated email users: ≈15,500 residents (≈61% of total population), derived from adult internet adoption and near‑universal email use among online adults, plus teen school-issued accounts.
• Age distribution (share using email within each group, est.):
  • 13–17: ~70%
  • 18–34: ~95%
  • 35–54: ~92%
  • 55–64: ~86%
  • 65+: ~76%
• Gender split: County population ≈51% female, 49% male; email adoption is near parity by gender (difference within 1–2 percentage points).
• Digital access:
  • Households with a broadband subscription: ~72% (ACS-style estimate for rural MS counties).
  • Smartphone‑only internet households: ~22%, indicating reliance on mobile data for email, especially outside Booneville.
  • Fixed broadband ≥100/20 Mbps available to roughly 70–80% of addresses; fiber footprint expanding but still uneven in rural tracts, where DSL and fixed wireless persist.
• Trends and insights:
  • Email is effectively universal among working‑age adults; seniors’ adoption remains the main gap.
  • Sparse settlement patterns raise last‑mile costs, reinforcing mobile‑first behavior.
  • Post‑ACP affordability headwinds may slow gains, but ongoing state/federal builds (e.g., BEAD) are improving coverage through 2026–2028.

Mobile phone usage in Prentiss County, Mississippi — 2025 snapshot

Core scale

• Population base: roughly 25,000 residents; on the order of 9,500–10,000 households.
• Estimated adult smartphone users: about 16,000–17,500 (roughly 85–90% of adults), reflecting strong adoption but slightly below Mississippi’s largest metros.

How Prentiss County differs from the Mississippi statewide picture

• Greater smartphone dependence for home internet: An estimated 22–26% of households rely primarily on a cellular data plan for home internet in Prentiss County, several points above the statewide share, due to sparse wired broadband beyond town centers.
• Lower average 5G performance and availability: 5G is present mainly along US‑45/Boonville and other primary corridors, with larger uncovered or LTE‑only pockets than the statewide average, which is buoyed by Jackson–Hattiesburg–Gulf Coast coverage.
• Higher prepaid/MVNO usage: A larger share of lines are on prepaid and value MVNO plans than the state average, tied to rural income profiles and credit preferences.
• Greater Android share: Android devices outnumber iPhones by a wider margin than in urban Mississippi, consistent with higher prepaid and value-plan uptake.

User estimates and adoption profile

• Households with at least one smartphone: about 9 in 10.
• Households with wired broadband (cable/fiber/DSL): materially below the state average; households without any wired service are more likely to hotspot from phones or use fixed‑wireless from mobile carriers.
• Multi‑line prevalence: most families maintain 2–3 active mobile lines; single‑line prepaid is common among single‑adult and senior households.

Demographic breakdown of usage

• Age
  • 18–29: near‑universal smartphone ownership (≈95%+), heavy mobile‑first media use; above‑average use of unlimited plans.
  • 30–64: high ownership (≈90%+); many rely on mobile for work coordination and school communications; notable hotspot use for homework in households without fiber/cable.
  • 65+: adoption trails the state’s urban counties; smartphone ownership in the low‑to‑mid‑70% range locally, with simplified Android devices and large‑font iPhones common. Voice/text and basic apps dominate; telehealth usage is rising where coverage allows.
• Income and plan type
  • Lower‑ and middle‑income households show higher prepaid and MVNO uptake, earlier migration to carrier “value” 5G plans, and careful data management. This mix is more pronounced than statewide.
• Race and ethnicity
  • The county’s majority‑White rural profile means aggregate smartphone‑only internet reliance is driven more by infrastructure gaps than by racial composition. Where Black households are concentrated, smartphone‑only reliance trends higher, mirroring statewide patterns.

Digital infrastructure and coverage notes

• Carrier presence: AT&T, Verizon, T‑Mobile, and regional carrier C Spire all operate in the county.
• 4G/5G footprint
  • 4G LTE: broadly available across traveled roads and populated areas; signal attenuation in wooded/low‑lying areas is common.
  • 5G: low‑band 5G covers Boonville and major corridors; mid‑band 5G capacity is localized. Expect more LTE/low‑band fallbacks than the statewide average.
• Typical user‑experienced speeds
  • LTE: roughly 5–30 Mbps in rural stretches; higher in town centers.
  • 5G low‑band: roughly 30–150 Mbps where available; performance sensitive to distance from towers and foliage.
• Fixed alternatives and offload
  • Fiber is present in limited pockets; cable/DSL availability drops off quickly outside town. As a result, mobile hotspotting and carrier fixed‑wireless (home internet over LTE/5G) are used disproportionately compared with statewide patterns.
  • Public Wi‑Fi (schools, libraries, municipal buildings) remains an important complement for large downloads and homework.
• Reliability patterns
  • Coverage is strongest along US‑45 and near Boonville; fringe areas experience capacity constraints at peak times and during weather events. Tower spacing is wider than in metro counties, which contributes to variable indoor coverage.

Key implications for service and policy

• Mobile networks shoulder a larger share of “home internet” duty than in Mississippi overall; investments in mid‑band 5G sectors and additional sites would have outsized impact.
• Senior‑focused digital literacy and device support programs would close the adoption gap most visible in the 65+ segment.
• Continued fiber buildouts in and around Boonville and along main corridors are likely to reduce smartphone‑only reliance and improve educational and telehealth outcomes.

Summary Prentiss County is highly mobile‑connected, but in a way that leans more heavily on cellular networks for primary internet access than the Mississippi average. Coverage is broad yet thinner off main roads, 5G capacity is spottier than in the state’s metros, and prepaid/value plans make up a larger slice of the market. These rural‑specific traits shape usage across demographics, with particularly strong effects on students and seniors in areas lacking robust wired options.

Social media usage in Prentiss County, Mississippi (2024–2025 snapshot)

Baseline and total users

• Population: 25,008 (2020 Census). Adults (18+): approximately 19,000.
• Adults using at least one social platform: about 72% of adults ≈ 13,700 users (modeled from Pew Research national usage applied to local age mix).
• Use is predominantly mobile and daily for a majority of users (Facebook, Instagram, TikTok users are most likely to check daily; Facebook daily use ~70%+ among its users).

Most‑used platforms among adults (estimated share of adults)

• YouTube: 80–83%
• Facebook: 70–73%
• Instagram: 40–45%
• TikTok: 28–32%
• Pinterest: 33–36%
• Snapchat: 25–27%
• X (Twitter): 18–22%
• WhatsApp: 16–20%
• Reddit: 18–20%
• Nextdoor: 10–14% Rank order locally: YouTube ≈ Facebook, then Instagram, TikTok/Pinterest, Snapchat, X/Reddit/WhatsApp, Nextdoor.

Age-group usage (share using any social media; platform highlights)

• 18–29: ~84% use social. Heavy on YouTube (≈95%), Instagram (≈75%), TikTok (≈60%), Snapchat (≈65%); Facebook present but secondary.
• 30–49: ~81%. Facebook (≈75–80%) and YouTube (≈90%) lead; Instagram (≈55%) and TikTok (≈40%) notable.
• 50–64: ~70–73%. Facebook (≈70%+), YouTube (≈80%+), Pinterest (≈40%); Instagram/TikTok are minority but growing.
• 65+: ~48–52%. Facebook (≈50–58%) and YouTube (≈60%+) dominate; other platforms have limited reach.

Gender breakdown

• Overall social media users mirror the county’s population: roughly 51% female, 49% male.
• Platform skews among local users (based on national platform skews applied locally):
  • More female: Pinterest (70–75% female), Instagram (55–60% female), TikTok (~55–60% female), Facebook (slight female majority).
  • More male: Reddit (60–65% male), X/Twitter (55–60% male). YouTube is near-even but slightly male-leaning.

Behavioral trends in Prentiss County

• Community-first Facebook: Local groups, churches, school athletics, municipal updates, and severe-weather alerts make Facebook the de facto community hub. Facebook Marketplace is a top buy-sell channel.
• Short‑form video growth: TikTok and Instagram Reels drive entertainment and local discovery, especially under 35. Cross-posting the same clips across TikTok/IG/YouTube Shorts is common.
• Information and events: Adults 30–64 rely on Facebook Events and local pages; younger adults discover via IG Stories/Reels and TikTok.
• Messaging over calling: Facebook Messenger is the default for business inquiries and customer service; WhatsApp use is present but smaller.
• Mobile, evening peaks: Engagement concentrates on mobile devices, with peaks after work (7–10 pm) and weekends; daytime spikes for school/athletics and weather updates.
• Commerce and recommendations: Local businesses benefit from Facebook posts, short video demos, and user reviews; Instagram carousels and Reels convert well for food, boutiques, and services.

Notes on methodology

• Figures are 2024–2025 modeled estimates for Prentiss County derived from: Pew Research Center Social Media Use (latest available), U.S. Census/ACS demographics for the county, and rural/Southern usage patterns. Where county-specific measurements are not published, platform percentages reflect the best available application of national/rural rates to local age/gender composition.