Caldwell County

Here are key demographics for Caldwell County, Missouri (latest available from U.S. Census Bureau: 2020 Decennial Census and 2018–2022 ACS 5-year estimates):

Population

• Total population (2020): 8,815
• 2023 population estimate: ~8,600–8,700

Age

• Median age: ~42
• Under 18: ~25%
• 65 and over: ~20%

Gender

• Female: ~49.5%
• Male: ~50.5%

Race and ethnicity

• White alone: ~95%
• Black or African American alone: ~0.3–0.5%
• American Indian and Alaska Native alone: ~0.4–0.6%
• Asian alone: ~0.2–0.3%
• Two or more races: ~3–4%
• Hispanic or Latino (of any race): ~2–3%
• White alone, not Hispanic or Latino: ~93–94%

Households

• Number of households: ~3,300–3,500
• Persons per household (avg): ~2.5–2.6
• Family households: ~65–70% of households
• Married-couple households: ~50–55% of households
• Owner-occupied housing rate: ~75–80%

Source: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 (5-year); QuickFacts: Caldwell County, Missouri.

Caldwell County, MO snapshot (pop. ~8.8k; density ~20 people/sq mi; ~3.3k households)

Estimated email users: ~6.3–6.7k residents use email at least occasionally.

By age (approximate users):

• 13–17: 300–350 (50–60% adoption)
• 18–29: ~1,000 (≈95%)
• 30–49: ~2,000 (≈95%)
• 50–64: ~1,600 (≈90%)
• 65+: ~1,400 (≈75–80%)

Gender split: Roughly even (~50% male, ~50% female), with a slight tilt female among older users.

Digital access and trends:

• Broadband subscription: ~75–80% of households; device access (computer or smartphone) 85%+.
• Connectivity is strongest in towns like Hamilton, Kingston, Braymer, and Polo, where multiple fixed options exist; outlying farms have patchier service and lower speeds.
• Fixed wireless and 5G coverage have expanded, adding options where cable/DSL are limited; a minority (≈10–15%) are mobile‑only.
• FCC/ACS indicators suggest most locations are served at 100/20 Mbps or better, but some census blocks remain un/underserved and are BEAD‑eligible, reflecting rural last‑mile challenges.

Overall: High adult email adoption mirrors national norms, but rural gaps in home broadband temper usage among seniors and the most remote households.

Below is a pragmatic snapshot of mobile phone usage in Caldwell County, Missouri, with best-available estimates and how local patterns diverge from Missouri statewide trends. Figures are based on recent ACS 5‑year estimates (through 2022), FCC mobile coverage/BDC filings (2023–2024), and rural Missouri benchmarks. Treat the numbers as directional ranges rather than precise point estimates.

Overall user estimates

• Adult smartphone adoption: ~80–83% in Caldwell County vs ~85–88% statewide. Most of the gap is among residents 55+; under‑35 adoption is near state levels.
• Households with a smartphone: ~86–90% of households (county) vs ~90–93% (state).
• Mobile‑only internet households (rely primarily on cellular data, no wired home broadband): ~20–26% (county) vs ~15–18% (state). This is one of the clearest county/state differences.
• Households with no internet subscription at all: ~8–10% (county) vs ~6–7% (state).

Demographic and usage patterns

• Age: Caldwell skews older than Missouri overall. Smartphone ownership among 65+ is notably lower than the state average, widening the overall adoption gap despite near‑parity for younger adults.
• Income/cost sensitivity: Median household income runs below the state average. Expect a higher share of prepaid/MVNO plans, price‑sensitive data tiers, and Android devices than statewide.
• Work patterns: A larger share of outdoor/agricultural and skilled‑trade work means coverage reliability (voice/text) is prioritized, and hotspotting from phones is used more often where wired broadband is limited.
• Student/young family segment: In and around towns like Hamilton, Polo, and Braymer, younger households show high smartphone and app usage, but a higher incidence of mobile‑only home connectivity than peers in Missouri cities.

Digital infrastructure and coverage

• Carrier landscape: AT&T, Verizon, and T‑Mobile all serve the county; in practice, “best” carrier varies at the address level. Many rural addresses effectively have 1–2 viable choices, fewer than in Missouri’s metros.
• 4G LTE is the baseline almost countywide; 5G coverage exists but is concentrated:
  • 5G (especially mid‑band) is most available along US‑36 and MO‑13 corridors and in/near Hamilton and Polo. Large areas remain LTE‑only.
  • Practical land‑area 5G availability is meaningfully lower than the statewide average; users frequently fall back to LTE away from highways and towns.
• Speeds/experience: Median download speeds are more variable than statewide averages, with noticeable slowdowns indoors and in low‑lying or wooded areas; evening congestion can be pronounced on LTE in town centers.
• Towers/backhaul: Macro sites cluster near towns and highways; spacing increases in northern and western townships, creating pocket dead zones and edge‑of‑cell performance. Backhaul is a mix of fiber and microwave.
• Fiber and fixed wireless buildout: Rural fiber co‑ops and regional ISPs (e.g., United Fiber and neighboring rural telcos) have expanded in/near Caldwell since 2020, improving backhaul for mobile sites and giving some households a non‑cellular option. CBRS and other fixed‑wireless deployments are present on farms and outlying homes.
• Public safety: FirstNet (AT&T) and carrier priority services have solid coverage along primary corridors; off‑corridor reliability varies more than in urban counties.

What’s different from Missouri overall

• Higher mobile dependency: A larger slice of households rely on phones/hotspots as their primary or only home internet connection.
• Slightly lower overall smartphone adoption, driven by older demographics; young adult adoption is similar to the state.
• Narrower effective carrier choice: Coverage and performance are more address‑specific, so residents often have fewer practical options than the statewide norm.
• Lower and more uneven 5G availability: 5G is corridor/town‑centric; LTE fallback is common in the countryside, unlike many Missouri metro and micropolitan areas.
• Greater variability in speeds and indoor coverage, with more frequent use of workarounds (hotspotting, Wi‑Fi calling, boosters) than in urban parts of the state.

Recent and near‑term trends

• Since 2022, mid‑band 5G has expanded along major corridors, improving capacity in towns but not fully closing rural gaps.
• Ongoing fiber projects and state/federal funding (RDOF/BEAD) are incrementally reducing the share of mobile‑only households; expect a gradual decline of a few percentage points through the mid‑2020s as new fiber/fixed‑wireless options light up.
• As backhaul improves, carriers typically refarm spectrum and densify near towns first; truly rural blocks may lag the state average by a cycle or two.

Caldwell County, MO — social media snapshot (2025, best-available estimates)

Overall reach

• Estimated users: ~5,000–5,500 residents use at least one social platform monthly
• Adults (18+): ~4,600–4,900 users; Teens (13–17): ~450–550 users
• Daily use: roughly 60% of users check social daily; smartphone-first access is common, with weaker home broadband in some rural areas

Age mix (share using any social platform)

• 13–17: 85–95% (heavy on TikTok, Snapchat, YouTube; IG strong)
• 18–29: 85–90% (YouTube, Instagram, TikTok; Snapchat still strong)
• 30–49: 75–85% (Facebook, YouTube; Instagram rising)
• 50–64: 65–75% (Facebook, YouTube; Pinterest for hobbies)
• 65+: 45–55% (Facebook, YouTube)

Gender

• Overall usage is roughly even male/female
• Skews by platform: Facebook and Pinterest lean female; TikTok and Instagram lean slightly female; Reddit and X (Twitter) lean male; YouTube mixed but more male in certain niches

Most-used platforms (adults; estimated penetration)

• YouTube: 75–80% (broad how‑to, news, ag/DIY)
• Facebook: 65–70% (and 55–60% daily; groups and Marketplace dominate)
• Facebook Messenger: 60–65% (primary local messaging)
• Instagram: 35–40% (younger adults; Reels growth)
• Pinterest: 30–35% (strong among women; quilting/crafts)
• TikTok: 25–30% of adults; 60–75% of teens/20s
• Snapchat: 20–25% of adults; 60%+ of teens/early 20s
• X (Twitter): 15–20% (news/sports)
• Reddit: 12–18% (younger/male skew)
• WhatsApp: 10–15% (smaller; family groups)
• Nextdoor: 5–10% (limited in rural areas)

Behavioral trends to know

• Community-first: Local Facebook groups are central for school updates, youth sports, churches, county fairs, road/weather alerts, and lost/found
• Marketplace matters: Heavy use of Facebook Marketplace for farm/ranch gear, vehicles, tools, and household items
• Local businesses: Restaurants, trades, and shops see best reach via Facebook posts, events, and boosted geo-targeted ads; comment threads drive discovery
• Video habits: Short-form (Reels/TikTok) for entertainment; YouTube for how‑to, equipment repair, hunting/fishing, and homesteading
• Timing: Peaks before work (6–8am), evenings (7–10pm), and Sun–Mon; school-year rhythms shape engagement
• Private spaces: Coordination often moves into Messenger or private Facebook groups
• Niche communities: Strong craft/quilting interest (Hamilton/Missouri Star Quilt Co.) boosts Pinterest, YouTube tutorials, and Facebook group activity; ag/FFA/4‑H groups are active
• Trust cues: Posts from recognizable local people, schools, churches, and county offices outperform generic pages

Notes on method

• Figures are modeled from Pew Research Center 2023–2024 social media use, U.S. Census/ACS age mix for Caldwell County, and rural Missouri adoption patterns; treat as directional estimates. For campaign planning, validate with platform ad‑tool audience sizes targeted to Caldwell County.