Hickory County

Hickory County, Missouri — key demographics

Population size

• 2020 Census: 8,279
• 2023 estimate: ~8,200 (continuing a modest decline since 2010)

Age

• Median age: ~55 years (ACS 2018–2022)
• Under 18: ~17%
• 18 to 64: ~53%
• 65 and over: ~30%

Gender (sex)

• Female: ~51%
• Male: ~49%

Racial/ethnic composition (2020 Census; Hispanic is an ethnicity overlapping race)

• White alone: ~95%
• Black or African American alone: ~0–1%
• American Indian/Alaska Native alone: ~1%
• Asian alone: <1%
• Two or more races: ~3–4%
• Hispanic or Latino (any race): ~2–3%

Household data (ACS 2018–2022)

• Households: ~3,700–3,900
• Average household size: ~2.1 persons
• Family households: ~60% of all households
• Married-couple households: ~45–50%
• One-person households: ~35–37%
• Householder age 65+ living alone: ~18–20%
• Owner-occupied housing: ~75–80%; renter-occupied: ~20–25%

Sources: U.S. Census Bureau 2020 Decennial Census; American Community Survey 2018–2022 5-year estimates.

Hickory County, Missouri (pop. ≈8.6k; ~22 residents per sq. mile) is older and rural, shaping email adoption.

Estimated email users: ~6,400 residents (≈74% of population), derived from ACS age mix for the county, Pew email adoption by age, and rural broadband access.

Age distribution of email users (share of users):

• Under 18: ~5%
• 18–34: ~17%
• 35–54: ~28%
• 55–64: ~18%
• 65+: ~32% (high due to county’s older age structure)

Gender split among users: ≈52% female, 48% male (reflects county demographics).

Digital access and trends:

• Households with any internet subscription: ~72%
• Fixed broadband at home: ~62–65%
• Smartphone-only internet households: ~12%
• No home internet: ~28%
• Trend: Slow, incremental gains in connectivity; adoption tempered by sparse settlement and the wind-down of federal affordability support in 2024.

Local density/connectivity facts:

• Settlement is dispersed (Hermitage, Wheatland, Pomme de Terre Lake area), leading to higher last‑mile costs and patchy service.
• Mobile coverage strongest along US‑65; weaker in wooded hollows and lake inlets, which moderates email use among seniors and lower‑income households.

Summary: Mobile phone usage in Hickory County, Missouri

Baseline and methodology

• Figures below are county-level estimates derived from 2018–2022 American Community Survey patterns, Pew Research age-specific device adoption, and 2023–2024 FCC mobile coverage data, scaled to Hickory County’s small, aging, rural population. Numbers are rounded ranges intended to be decision-useful.

User estimates

• Total mobile phone users (any cellphone): approximately 6,500–7,200 residents
  • Driven by high cellphone ownership among adults overall, but pulled down by a large 65+ share.
• Smartphone users: approximately 5,000–5,700 residents
  • Smartphone penetration among seniors is materially lower than among working-age adults, reducing the county total relative to Missouri’s average.
• 5G device users: approximately 3,700–4,700 residents
  • 5G handset penetration lags the state because of an older device mix and heavier prepaid usage.
• Prepaid/MVNO share: approximately 35–45% of active lines
  • Above the Missouri average, reflecting lower incomes and price sensitivity.
• Wireless-only for voice (households with no landline, cellphone-only): approximately 50–55% of households
  • Below the Missouri average due to the county’s older age profile (seniors keep landlines at higher rates).
• Smartphone-only internet households (no fixed home broadband): approximately 22–28% of households
  • Above the Missouri average; limited fixed broadband pushes more residents to rely on mobile data for home internet.

Demographic drivers and how they differ from Missouri overall

• Age: Hickory County has one of the oldest populations in the state (median age mid-50s vs Missouri ~39), with roughly one-third of residents 65+. This:
  • Lowers smartphone and 5G device uptake vs the state.
  • Keeps landline retention higher, reducing wireless-only voice adoption.
• Income/poverty: Household incomes are well below the state median and poverty rates are higher. This:
  • Raises prepaid/MVNO usage.
  • Increases reliance on smartphone-only internet where fixed broadband is unaffordable or unavailable.
• Seasonality: Tourism around Pomme de Terre Lake creates summer weekend surges in network load, a pattern less pronounced at the state level.

Digital infrastructure and performance

• Coverage footprint:
  • All three national carriers provide county coverage, strongest in and around town centers (Hermitage, Wheatland, Weaubleau, Preston) and along main highway corridors.
  • Terrain and lake inlets create dead zones in hollows and sparsely populated stretches; in-building coverage is weaker away from corridors.
• 5G availability:
  • Low-band 5G is broadly present but behaves like enhanced 4G (typical speeds ~10–80 Mbps).
  • Mid-band 5G capacity is spotty and mostly confined to higher-traffic corridors and towns; mmWave is effectively absent. Result: lower median 5G speeds and more variability than statewide urban/suburban areas.
• Site density and backhaul:
  • Macro tower density is sparse, typical of the Ozarks; coverage prioritizes highways and population clusters rather than full-area depth.
  • Backhaul is a mix of microwave and limited fiber, capping peak capacity compared with metro Missouri.
• Fixed broadband context (relevant to mobile reliance):
  • Fiber-to-the-home is limited to small pockets; DSL and cable coverage is uneven; fixed wireless ISPs and satellite fill gaps.
  • With the wind-down of the Affordable Connectivity Program in 2024, cost pressures have nudged more low-income households toward prepaid mobile data and hotspotting.

Usage patterns that diverge from Missouri averages

• Lower smartphone and 5G handset penetration due to an older device mix.
• Higher prepaid/MVNO share and tighter data plans; heavier use of entry-level plans and discounts.
• Higher reliance on mobile data as the primary home internet solution, despite lower wireless-only voice adoption.
• More pronounced capacity strain during seasonal peaks; off-peak speeds adequate, peak-period slowdowns common near recreation areas.
• Customer experience variability by micro-location: good service within town footprints and along main roads, noticeable drops in valleys and around far-shore lake areas.

Implications

• For carriers: additional mid-band 5G sectors and targeted small cells or repeaters near lake recreation zones and school/clinic anchors would deliver outsized benefits; in-building coverage solutions for senior housing and clinics are high-impact.
• For public agencies and nonprofits: digital literacy and affordability programs targeted at seniors, coupled with fixed wireless or fiber expansion, can reduce smartphone-only dependence and improve telehealth readiness.
• For residents and businesses: selecting carriers based on exact location is more important than in most of Missouri; external antennas/hotspots can materially improve service in edge areas.

Social media usage in Hickory County, Missouri (short breakdown)

Scope and method

• Figures are 2024 modeled estimates for Hickory County adults, derived from the 2020 Census age mix for the county and 2023–2024 Pew Research Center platform benchmarks for U.S. adults, adjusted for the county’s older, rural profile. Numbers are rounded.

Population and user base

• Population: ~8,300 (2020 Census); adults ~6,800
• Adults using at least one social platform: ~4,500 (≈66% of adults)

Most‑used platforms (share of adult social media users; approximate user counts in parentheses)

• Facebook: 78% (~3,500)
• YouTube: 76% (~3,400)
• Facebook Messenger: 64% (~2,900)
• Instagram: 26% (~1,200)
• Pinterest: 28% (~1,250)
• TikTok: 18% (~800)
• Snapchat: 14% (~630)
• X (Twitter): 12% (~540)
• WhatsApp: 11% (~490)
• Reddit: 10% (~450)
• LinkedIn: 9% (~400)
• Nextdoor: 8% (~360)

Age groups among adult social media users (share; platform skews)

• 18–29: ~16% of users; heavier on TikTok, Snapchat, Instagram; light on Facebook Groups
• 30–49: ~26% of users; Instagram and YouTube for parenting, small business, fitness; Facebook for community and Marketplace
• 50–64: ~34% of users; Facebook (Groups/Marketplace) and YouTube (DIY, how‑to) dominate
• 65+: ~24% of users; Facebook primary; YouTube for news and tutorials; minimal TikTok/Instagram

Gender breakdown

• Users: ~53% women, 47% men
• Platform tendencies: Pinterest and Facebook usage skews female; YouTube and Reddit skew male; Instagram roughly balanced; TikTok slightly female‑leaning

Behavioral trends and insights

• Community‑centric: Heavy reliance on Facebook Groups for local news, school and church updates, yard sales, lost/found pets, and event coordination; Marketplace is a primary channel for local commerce and seasonal work
• Video‑first utility: YouTube is used for practical content—DIY home/auto/small‑engine repair, gardening, hunting/fishing/boating around Pomme de Terre Lake, farm and homestead tips
• Mobile‑first, bandwidth‑aware: Usage is predominantly on smartphones; short videos and image posts perform better than long streams; download‑light formats help
• Trust and proof: Posts with clear local ties (recognizable locations, local admins, neighbor recommendations) outperform generic ads; before‑and‑after photos, inventory photos, and testimonials drive action
• Timing: Engagement peaks before work (6–8 a.m.) and evenings (7–9 p.m.); weekend mid‑day spikes for Marketplace and events
• Seasonality: Summer tourism and lake activity boost Facebook Group chatter, events, and local service demand; winter shifts toward DIY and home maintenance content
• Messaging behavior: Facebook Messenger is the default for inquiries and transactions; WhatsApp adoption is modest; SMS remains common with older residents
• Content cues: Plain‑spoken copy, local imagery, and practical value (discounts, openings, “need it today” inventory) outperform polished brand creative; calls‑to‑action that offer a phone number plus Messenger link convert best

Key takeaways

• Facebook and YouTube are the reach and frequency workhorses; Facebook Groups/Marketplace are critical for conversion
• Instagram and TikTok extend reach to under‑50s but should be secondary; Pinterest can be effective for women‑focused retail, DIY, and recipes
• Keep creative local, useful, and lightweight; schedule for early mornings and evenings; include Messenger as a response channel