Henry County

Henry County, Missouri — key demographics

Population size

• 21,946 (2020 Decennial Census)
• 2010–2020 change: −1.5% (22,272 to 21,946)

Age (ACS 2018–2022)

• Median age: ~44 years
• Under 18: ~21%
• 18–64: ~56%
• 65 and over: ~22%

Gender (ACS 2018–2022)

• Female: ~50–51%
• Male: ~49–50%

Racial/ethnic composition (Decennial Census 2020 unless noted)

• White (alone): ~92%
• Black or African American (alone): ~1–2%
• American Indian/Alaska Native (alone): ~0.5–0.7%
• Asian (alone): ~0.3–0.5%
• Native Hawaiian/Other Pacific Islander (alone): ~0.1%
• Some other race (alone): ~0.7–0.9%
• Two or more races: ~3–5%
• Hispanic or Latino (of any race): ~2–3%

Households and housing (ACS 2018–2022)

• Households: ~9,100–9,300
• Average household size: ~2.3–2.4
• Family households: ~60–63% of households
• Married-couple households: ~48–50% of households
• Households with children under 18: ~24–26%
• Living alone: ~30–32% of households
• Owner-occupied housing rate: ~73–75%

Notable insights

• Older age profile (median age ~44; about one in five residents are 65+).
• Predominantly non-Hispanic White population with modest racial/ethnic diversity.
• Household structure skews toward married-couple and owner-occupied households, with a sizable share of single-person households.

Source: U.S. Census Bureau (Decennial Census 2020; American Community Survey 2018–2022 5-year estimates). Figures rounded for clarity.

Henry County, Missouri (≈22,000 residents; ~30 people per sq mi across ~730 sq mi) is predominantly rural, which shapes digital access and email habits.

Estimated email users (adults 18+): ~16,700 (≈93% of adults; ≈76% of total population). Age distribution of adult email users (approx.):

• 18–29: ~3,200 users (≈98% adoption)
• 30–49: ~5,200 (≈96%)
• 50–64: ~4,500 (≈92%)
• 65+: ~3,900 (≈86%)

Gender split among users: ~51% female, ~49% male (reflecting a slightly older, more female-leaning population).

Digital access and trends:

• Home broadband subscriptions: roughly 75–80% of households; remaining homes rely on mobile-only access or have no subscription.
• Smartphone-only internet users: ~15–20% of adults, a common pattern in rural Missouri, meaning many manage email primarily via mobile.
• Connectivity is denser and faster in towns (e.g., around Clinton), while outlying areas depend more on fixed wireless or satellite, contributing to lower speeds and higher latency.
• Adoption is nearly universal among working-age adults; the primary gap is among seniors and in the most remote areas.

Method: Estimates derived from 2020–2023 Census/ACS population, Pew Research email adoption rates by age, and rural broadband subscription patterns for Missouri.

Mobile phone usage in Henry County, Missouri — summary and comparison to Missouri statewide

Headline findings

• Mobile adoption in Henry County is high but trails the Missouri average, primarily due to an older, more rural population and patchier 5G availability.
• A larger share of households rely on mobile data as their primary or only internet connection than the state average.
• Coverage is broadly available for 4G/LTE, but 5G is comparatively limited to population centers and highway corridors, leading to slower typical speeds and more variability than in metro Missouri.

User estimates (adults)

• Estimated adult smartphone users: 14,000–16,000 in Henry County.
• Estimated adult smartphone penetration: roughly 80–83% in Henry County vs 88–90% statewide (Pew Research smartphone ownership benchmarks applied to the county’s older age mix).
• Mobile-only internet households (cellular data plan but no fixed broadband): estimated 24–27% in Henry County vs roughly 17–19% statewide (pattern consistent with ACS “Types of Internet Subscriptions,” S2802, 5-year estimates for rural Missouri counties).

Demographic breakdown of mobile use (directional differences vs Missouri)

• Age: Henry County’s older profile (larger 65+ share than the state) lowers overall smartphone penetration. Adoption among 65+ residents is notably below the state level, while younger adult adoption is near parity with Missouri.
• Income: A higher share of low-to-moderate income households corresponds with more prepaid plans and mobile-only internet reliance than statewide averages.
• Rurality: Dispersed rural settlement increases dependence on cellular data (and fixed wireless) where wireline choices are limited; this effect is stronger than statewide.
• Race/ethnicity: Overall racial/ethnic composition is less diverse than Missouri’s urban counties; observed differences in smartphone use by race/ethnicity are smaller in absolute terms because population counts are lower, but income-and-age-driven gaps are the primary drivers of variation locally.

Digital infrastructure points

• Coverage: 4G/LTE coverage is broadly available across populated areas of the county from national carriers; 5G coverage is present but concentrated in and around Clinton and along primary corridors (e.g., MO-7/MO-13), with weaker or no 5G in outlying rural tracts.
• Performance: Typical mobile download speeds are materially below metro Missouri levels and show higher variability by location and time-of-day; uplink performance can impede telework and video uplink from rural tracts.
• Capacity constraints: Fewer cell sites per square mile than urban Missouri lead to sector congestion at peak times (school dismissal, evening hours) and during recreational season near water bodies.
• Redundancy and resiliency: Fewer fiber-fed backhaul routes and longer spans between sites mean outages and maintenance windows can have wider geographic impact than in metro areas.
• Device mix: A higher share of budget and mid-tier Android devices (vs flagship devices) is consistent with income mix; this can modestly reduce 5G performance and advanced feature uptake compared with state averages.

Trends that differ from the Missouri average

• Higher mobile-only internet reliance: Henry County households are more likely to use cellular data as their primary or only internet connection than the state average, reflecting more limited fixed broadband options.
• Lower effective 5G availability: 5G service footprints and mid-band capacity are sparser; residents are more often on LTE than Missourians in metro counties, which lowers typical speeds.
• Larger age-driven adoption gap: Overall smartphone adoption is pulled down more by the 65+ cohort than statewide; younger cohorts mirror state adoption rates.
• Greater prepaid usage: A higher prevalence of prepaid plans (cost control, no-credit) than Missouri overall, tied to income mix and coverage-driven carrier selection.
• More coverage variability by micro-location: Dead zones and signal attenuation are more common away from town centers and highways, creating larger within-county disparities than typically seen in urban Missouri.

Actionable implications

• Mobile networks carry a heavier load as substitute broadband; capacity upgrades (additional sectors, mid-band 5G) would produce outsized benefit relative to metro areas.
• Public services and healthcare outreach should assume a substantial smartphone-only audience; design for low-to-moderate bandwidth and mobile-first access.
• Device and plan affordability programs (ACP successor initiatives and carrier-led discounts) will have higher uptake potential locally than in the state overall.

Sources and methods

• Estimates synthesize: U.S. Census/ACS 5-year “Computer and Internet Use” (S2801/S2802) for Missouri and rural-county patterns; Pew Research Center smartphone adoption by age (2023) to weight by Henry County’s older age mix; FCC mobile coverage filings and industry reports as of 2023–2024 for 4G/5G availability in rural Missouri. Figures are rounded to reflect survey margins and county population scale.

Henry County, MO social media snapshot (modeled 2025) Note on method: County-level platform reporting isn’t publicly released. Figures below are modeled local estimates using 2023–2024 U.S. usage benchmarks (Pew/industry), rural Midwest adjustments, ACS-style population mix, and platform ad-reach norms. Treat as planning guidance; expect ±5 percentage points on platform shares.

Headline user stats

• Residents: ~22,000; age 13+ population: ~18,000
• Social media users (13+): 13,000–14,000 (≈72–78% of 13+)
• Daily active users: ~68–72% of social users (≈9,000–10,000 people)

Age mix of local social users

• 13–17: 7–9%
• 18–24: 9–11%
• 25–34: 15–17%
• 35–44: 17–19%
• 45–54: 17–19%
• 55–64: 15–17%
• 65+: 13–15%

Gender breakdown of social users

• Female: 51–53%
• Male: 47–49%
• Note: Platform skew locally mirrors national patterns (e.g., Facebook/Pinterest lean female; YouTube/Reddit lean male)

Most-used platforms among residents (share of 13+ using each at least monthly)

• YouTube: 70–76%
• Facebook: 60–66%
• Facebook Messenger: 55–60%
• Instagram: 30–38%
• TikTok: 28–35%
• Snapchat: 20–26%
• Pinterest: 20–25% (predominantly women 25–54)
• LinkedIn: 10–15% (higher among commuters/professionals)
• X (Twitter): 8–12%
• Nextdoor: <5% (limited neighborhood density)

Behavioral trends and usage patterns

• Facebook is the community hub: High engagement with local groups (schools, civic, churches, youth sports), events, and Marketplace. 45+ age groups over-index on news, obits, and local alerts. Posting skews toward community updates; younger cohorts mostly lurk/react.
• YouTube is utility + entertainment: Strong use for how-to/DIY, home/auto repair, hunting/fishing, agriculture, and local school sports uploads. Smart TV viewing is common in the evenings; mobile dominates weekdays.
• Short-form video is mainstream but age-split: TikTok and Instagram Reels see steady growth among 18–34; 35–54 consume Reels inside Facebook/Instagram without posting much. Short, captioned, voice-over clips outperform long videos on mobile connections.
• Messaging is Facebook-first: Messenger is the default for local buy/sell coordination and community orgs; Snapchat is concentrated among teens/young adults for ephemeral messaging and Stories.
• Shopping behavior: Facebook/Marketplace is the primary local discovery path for services, seasonal items, vehicles/equipment, and rentals. Instagram contributes for boutiques, crafts, salons. Pinterest drives intent for home, recipes, crafts among women 25–54.
• News and alerts: Weather, school closings, road incidents, and city/county notices perform strongly on Facebook; shares/forwards amplify reach quickly within 24 hours.
• Timing patterns: Two daily peaks—early morning (6:30–8:30 a.m.) and evening (7:00–10:00 p.m.). Weekend usage is stable; Sunday evenings are reliably high for scrolling and video.
• Device and connectivity: Predominantly mobile; some rural dead zones mean text-overlaid videos, concise captions, and thumbnails matter. Wi‑Fi/CTV boosts YouTube completion rates at night.
• Ads and content that perform: Locally relevant visuals, faces, price/availability in first line, and clear call-to-action outperform generic creative. Giveaways and event posts drive comments/tags; services see best ROI with Messenger click-to-chat and boosted posts targeted within 25–35 miles of Clinton.

Takeaways for planning

• Prioritize Facebook and YouTube for reach; add Instagram and TikTok for 18–44 growth.
• Use Groups, Events, and Marketplace extensions on Facebook for community resonance.
• Lean into short-form video with subtitles; post around morning and evening peaks.
• For women 25–54, supplement with Pinterest; for teens/20s, include Snapchat Stories/AR.