Franklin County

Key demographics for Franklin County, Missouri

• Population

  • 2020 Census: 104,682
  • 2023 estimate: ~105,000–106,000

• Age

  • Median age: ~41–42 years
  • Under 18: ~22–23%
  • 18–64: ~60%
  • 65 and over: ~17–18%

• Sex

  • Female: ~50–51%
  • Male: ~49–50%

• Race and ethnicity (ACS estimates)

  • White (non-Hispanic): ~90–93%
  • Black or African American: ~1–2%
  • American Indian/Alaska Native: ~0.3–0.5%
  • Asian: ~0.4–0.6%
  • Two or more races: ~3–5%
  • Hispanic/Latino (any race): ~2–3%

• Households and housing

  • Households: ~41,000–42,000
  • Average household size: ~2.5
  • Family households: ~66–68% of households
  • Married-couple households: ~52–55%
  • Households with children under 18: ~28–30%
  • Owner-occupied housing: ~77–79% (renter-occupied ~21–23%)

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

Franklin County, MO snapshot (estimates)

• Population/density: ~105,000 residents; ~113 people per sq. mile (more dense in Washington/Union/Pacific corridors, sparse in southern/rural townships).
• Email users: 75,000–85,000 residents use email (roughly 70–80% of all residents; about 88–94% of adults).
• Gender split among users: ~51% female, ~49% male (mirrors county demographics).
• Age mix of email users:
  • 13–17: ~6%
  • 18–29: ~18%
  • 30–49: ~36%
  • 50–64: ~25%
  • 65+: ~15% Notes: Near‑universal use among 30–49; high among 50–64; lower but rising in 65+.
• Digital access trends:
  • Broadband subscriptions in households: roughly 83–87%; about 10–15% lack home internet.
  • Smartphone‑only access: ~15–20% of households.
  • Connectivity is strongest along I‑44 and MO‑100 (cable/fiber in Washington, Union, Pacific); outlying rural areas rely more on DSL, fixed‑wireless, or satellite.
  • Ongoing fiber buildouts via state/federal programs are improving rural coverage; town centers commonly see 100+ Mbps service, while speeds and reliability remain patchier in low‑density areas.
• Community access: Libraries, schools, and municipal buildings provide public Wi‑Fi that supplements access gaps.

Figures are derived from county population, national email adoption rates, and typical rural/suburban broadband patterns.

Franklin County, MO — mobile usage snapshot

User estimates

• Population base: ~105,000 residents; ~82,000 adults (18+); ~41–42k households.
• Mobile phone users: 95–97% of adults → roughly 78–80k people with a mobile phone.
• Smartphone users: 88–92% of adults → roughly 72–75k smartphone users.
• Households with at least one smartphone: ~87–92% → about 36–39k households.
• Households relying on a cellular data plan for home internet (smartphone/tablet hotspot or fixed wireless): estimated 12–16% in the county, likely above Missouri’s ~9–12% baseline.
• Smartphone-only households (no fixed home broadband/computer): estimated slightly above the state average, reflecting rural pockets.

Demographic breakdown (how usage varies)

• Age: Franklin County skews older than Missouri overall. Smartphone adoption among 65+ is high but lags younger cohorts, so overall smartphone penetration is a touch lower than Missouri’s metro-heavy average. Voice/SMS remains more prominent among seniors.
• Geography within the county:
  • Eastern/central corridor (Pacific–Gray Summit–Washington–Union, along I‑44/MO‑100): usage mirrors St. Louis exurban patterns—high smartphone penetration, heavier app/video use, and strong 5G.
  • Western/southern rural areas (e.g., Gerald–Bourbon fringe, river valleys): more mixed device mix, more prepaid and “cellular-only” home internet due to fewer fixed options.
• Income/affordability: Middle-of-the-pack incomes; the end of the ACP subsidy in 2024/25 likely had a slightly bigger effect here than statewide averages because rural users were more reliant on mobile data/FWA as their primary connection.

Digital infrastructure points

• Coverage and tech:
  • All three nationals (AT&T, T‑Mobile, Verizon) offer near-ubiquitous 4G LTE along major corridors; 5G low‑band countywide with denser mid‑band 5G around Pacific, Washington, Union, St. Clair, Sullivan, and along I‑44/MO‑100.
  • T‑Mobile mid‑band and Verizon C‑band are strongest near towns and highways; performance drops in hilly/forested areas and river valleys (Meramec/Bourbeuse).
• Capacity and towers:
  • Dozens of macro sites concentrate along I‑44 and town centers, with sparser sites toward the southwest and in valleys; in‑building coverage can be variable in older brick downtowns.
  • Small‑cell/DAS deployments are limited compared with metro Missouri; most capacity gains come from spectrum upgrades rather than dense infill.
• Fixed‑wireless alternatives:
  • T‑Mobile and Verizon 5G Home/FWA are widely marketed in the suburban belt and selectively in rural zones, substituting for slow DSL or satellite. Adoption growth since 2022 is notable.
• Commuter effects:
  • Peak‑time congestion aligns with I‑44 commuting to/from St. Louis; cells along highway segments experience sharper rush‑hour slowdowns than statewide averages.

How Franklin County differs from Missouri overall

• Reliance on mobile for home internet is higher, driven by rural gaps in fiber/cable. That pushes up cellular data plan and FWA uptake relative to the state average.
• Larger intra‑county performance gap: urbanized nodes perform like metro Missouri, but rural valleys and bluffs see more dead zones and lower median speeds than the state average suggests.
• Slightly lower overall smartphone penetration due to an older age structure, even as younger/exurban users mirror metro behavior.
• Network build emphasis is on corridor upgrades (I‑44/MO‑100) rather than dense small‑cell grids common in Kansas City/St. Louis cores; capacity swings with commuter patterns are therefore more pronounced.
• Customer mix shows a modestly higher share of prepaid and budget plans in rural areas compared with statewide urban counties.

Notes and data confidence

• Figures above are reasoned estimates anchored to recent national adoption rates, county population/age structure, and typical ACS S2801 patterns for similar outer‑metro Missouri counties. For a precise, citeable profile, pull: ACS 5‑year S2801 (cellular data plan and device ownership by county), FCC Broadband Data Collection mobile maps/tests, and county‑level speed test datasets (e.g., Ookla/OpenSignal) for town‑by‑town performance.

Here’s a concise, decision-ready snapshot. Because county-level platform stats aren’t directly published, figures below are estimates extrapolated from 2024 Pew Research Center social media benchmarks, adjusted for Franklin County’s semi-rural/suburban profile, age mix, and broadband adoption.

Overview

• Population: ~105k residents; adults ~82–86k.
• Internet/broadband: majority of households have broadband; access is lower in rural tracts than in Washington/Union/Pacific.
• Social media reach: 75–80% of residents 13+ use at least one platform monthly (70–75k people).

Most‑used platforms among adults (monthly reach, estimated)

• YouTube: 80–85%
• Facebook: 65–70% (dominant for 30+ and community info)
• Instagram: 45–50%
• TikTok: 35–40% (strong under 30; growing 30–49)
• Pinterest: 30–35% (skews female 25–64)
• Snapchat: 25–30% overall; 60%+ among under‑25
• X (Twitter): 15–20%
• LinkedIn: 15–20% (higher among commuters/white‑collar)
• Reddit: 12–16% (skews male 18–34)
• Nextdoor: 10–15% of adults; concentrated in subdivisions/HOAs inside city limits

Age patterns (estimated monthly use)

• 13–17: YouTube 95%+, TikTok 75–85%, Snapchat 70–80%, Instagram 65–75%, Facebook ~35–45%.
• 18–29: YouTube ~95%, Instagram ~75%, TikTok ~70%, Snapchat ~60–65%, Facebook ~55–60%.
• 30–49: Facebook ~75–85%, YouTube ~90%, Instagram ~50–60%, TikTok ~40–50%, Pinterest ~40–50% of women.
• 50–64: Facebook ~70–80%, YouTube ~75–85%, Instagram ~30–40%, TikTok ~20–30%.
• 65+: Facebook ~60–70%, YouTube ~55–65%, Nextdoor ~15–20% where available.

Gender tendencies

• Women: higher on Facebook, Instagram, Pinterest; more likely to engage with local groups, school and church pages, buy/sell groups.
• Men: higher on YouTube, Reddit, X; more likely to follow sports/outdoors, DIY/repair, tech channels.
• Messaging: Facebook Messenger is the default for most adults; Snapchat common among teens/college‑age; Instagram DMs used by 20s/30s.

Behavioral trends observed locally

• Community-first Facebook usage: heavy activity in school, sports, yard‑sale/Marketplace, and “what’s happening” groups. Local news and weather alerts get high engagement.
• Marketplace utility: strong buy/sell and services discovery; contractor and yard/estate sale posts perform well.
• Video consumption over posting: YouTube and Reels/Shorts drive watch time (DIY, small engine/farm repairs, home projects, local events); relatively fewer original creators than viewers.
• Event discovery: Fairs, festivals, youth sports, and charity events spread via Facebook Events, Instagram Stories, and short‑form video.
• Small business promotion: Boutiques, cafes, salons, and trades lean on Facebook + Instagram; Stories and Reels outperform static posts. TikTok is effective for under‑35 reach with behind‑the‑scenes and “day in the life” content.
• Nextdoor: used for hyperlocal issues (lost pets, contractor recs, HOA notices) in denser neighborhoods.
• Posting windows: Engagement commonly peaks evenings and weekends; weather and school‑related posts spike quickly.

Notes/methodology

• Percentages are estimates, not official county counts. Based on 2024 Pew U.S. social media usage, ACS demographics, and typical rural/suburban usage patterns. For planning, treat ranges as directional; validate with page insights, ad platform reach estimates, and local group analytics.