Howard County

Howard County, Missouri — key demographics (U.S. Census Bureau: 2020 Census; 2018–2022 ACS 5-year)

Population size

• Total population: 10,151 (2020 Census)

Age

• Median age: ~41.7 years
• Under 5: ~4–5%
• Under 18: ~21%
• 65 and over: ~20–21%

Gender

• Female: ~50%
• Male: ~50%

Racial/ethnic composition (race alone or in combination; Hispanic may be any race)

• White: ~86%
• Black or African American: ~9%
• Hispanic or Latino: ~2–3%
• Two or more races: ~3–4%
• Asian: ~0.5%
• American Indian/Alaska Native: ~0.3–0.5%
• Native Hawaiian/Other Pacific Islander: ~0.1%

Households (ACS 2018–2022)

• Total households: ~4,000
• Average household size: ~2.3
• Family households: ~65% of households
• Married-couple households: ~49% of households
• Households with children under 18: ~27%
• Nonfamily households: ~35%
• One-person households: ~29%

Insights

• Older age profile than the U.S. overall, with about one-fifth aged 65+
• Population is predominantly White with a notable Black minority and small Hispanic presence
• Smaller household sizes and a higher share of nonfamily/one-person households typical of rural Missouri counties

Howard County, MO (pop. ≈10,100; ~21 people/sq. mile across ~470 sq. miles) has an estimated 8,200 email users (residents 13+), derived from local age structure and national email adoption benchmarks.

Age distribution of email users (est.):

• 13–17: ~400
• 18–34: ~2,100
• 35–64: ~3,800
• 65+: ~1,900 This reflects near-universal use among adults under 65 and strong but slightly lower use among seniors.

Gender split:

• Email users roughly mirror the population: ~51% female, ~49% male.

Digital access and trends:

• ~3,800 households; ~90% have a computer.
• ~80% have a broadband subscription; ~18–20% lack home internet; ~6–8% are smartphone‑only.
• 2019–2023 trend: broadband adoption up ~6–8 percentage points; senior email use up ~5 points; smartphone‑only dependence up slightly.

Local density/connectivity facts:

• Connectivity is strongest in and around Fayette and New Franklin, where population density and campus-driven demand concentrate infrastructure; more rural northern and western areas show lower fixed-broadband take‑up.
• Overall adoption and speeds have improved with recent fiber and fixed‑wireless expansions, but pockets with limited wired options persist.

Sources: U.S. Census/ACS (2018–2022) for population and internet access; Pew Research national email-use rates applied to local demographics.

Howard County, Missouri – mobile phone usage snapshot

Population baseline

• Population: approximately 10,100 residents; about 7,900 adults (18+). Source: U.S. Census Bureau, ACS 5-year recent estimates.
• Age structure skews a bit older than the state, but with a noticeable 18–24 segment due to Central Methodist University in Fayette. Racial composition is predominantly White with small Black and Hispanic communities, broadly similar to adjacent rural counties.

User estimates (adults, 18+)

• Mobile phone users (any mobile phone): about 7,530 adults, or 95–96% of adults.
• Smartphone users: about 6,675 adults, or roughly 85% of adults.
• These figures are derived by applying current national/rural adoption rates (Pew Research Center, 2023–2024) to the county’s adult population profile. Missouri’s statewide adult smartphone adoption is closer to 89–90%, so Howard County runs about 4–5 percentage points lower overall.

Demographic breakdown (usage by age, adults)

• 18–24 (≈1,100 adults, boosted by the university): ~95% smartphone adoption; ~98% have a mobile phone of any kind. This cohort aligns with or slightly exceeds the statewide pace for smartphones and 5G-capable devices.
• 25–44 (≈2,425 adults): ~92% smartphone; ~98% mobile of any kind. Slightly under the statewide smartphone rate but close.
• 45–64 (≈2,325 adults): ~85% smartphone; ~95% mobile of any kind. Several points lower than the statewide smartphone rate for this age band.
• 65+ (≈2,020 adults): ~70% smartphone; ~92% mobile of any kind. This age group’s smartphone adoption trails Missouri’s seniors by roughly 6–8 percentage points. Notes on demographics and usage behavior
• Income/education: Median household incomes are lower than the state average, which correlates with higher use of budget plans and slower device upgrade cycles. That, in turn, slightly depresses countywide smartphone penetration compared with Missouri overall.
• Geography: Outside Fayette, New Franklin, and Glasgow, residents rely more often on voice/SMS coverage and lower-band data, which affects app-heavy usage patterns.

Digital infrastructure points (mobile)

• Coverage mix
  • 4G LTE is the baseline nearly everywhere with road-focused continuity; in outlying townships, LTE is still the primary data layer.
  • 5G low-band overlays are present on major carriers; mid-band 5G is concentrated in and around population centers (Fayette, New Franklin/Glasgow corridors) and along main highways. Compared with Missouri’s metro counties, Howard County has materially less mid-band 5G footprint, which is the main reason median mobile speeds and capacity lag state urban averages.
• Carriers and bands
  • All three national carriers operate in-county. Low-band 5G (e.g., n5/n71) extends broad coverage; mid-band (e.g., n41, C-band) appears primarily near towns and key corridors, with Columbia/Boone County deployments influencing the southern edge of Howard County.
• Terrain effects
  • River bluffs and bottoms near the Missouri River and rolling terrain north of MO-240 introduce localized dead spots and capacity dips, particularly indoors and in valleys—more pronounced than in Missouri’s flatter urban counties.
• Backhaul and siting
  • Fiber backhaul is strongest where utility and regional fiber routes traverse towns and state highways; towers cluster along MO-5 and MO-240, with sparser spacing in agricultural areas. This pattern concentrates higher 5G capacity where people live and commute while leaving some rural pockets on LTE-only or low-band 5G.
• Public and institutional connectivity
  • Campus and school facilities in Fayette, plus libraries, anchor reliable Wi‑Fi and indoor coverage. These nodes act as important offload points, a bigger share of overall traffic than in many Missouri metro counties.
• Affordability and device turnover
  • With the wind-down of the federal ACP in 2024, price sensitivity has increased. The county shows a higher prevalence of prepaid and budget plans than the state average, which correlates with slower 5G device turnover outside the student population.

How Howard County differs from statewide trends

• Overall smartphone adoption is a few points lower than Missouri’s, driven by older cohorts and rural coverage realities, but the 18–24 segment matches or exceeds statewide adoption thanks to the university presence.
• Mid-band 5G availability is patchier than the Missouri average; performance relies more on low-band 5G/LTE outside towns, widening the capacity gap with urban counties.
• A higher share of residents outside the main towns rely on mobile data as a primary internet pathway (hotspots/phone tethering) compared with the statewide average, reflecting uneven fixed-broadband quality and availability in the most rural blocks.
• Usage patterns skew toward coverage reliability and cost management (multi-line family plans, prepaid) rather than premium speed tiers; in Missouri’s metros, premium 5G plans and higher-capacity use cases are more common.

Methodological notes

• Population and age structure: U.S. Census Bureau, ACS (recent 5-year). Figures are rounded.
• Adoption rates: Pew Research Center (2023–2024) rural/age-specific smartphone and mobile ownership applied to county demographics to produce the point estimates above.
• Infrastructure characterization: FCC mobile coverage datasets and known statewide deployment patterns, adjusted for local geography and proximity to Boone/Cooper counties’ networks.

Key takeaways

• About 7,500 adult mobile users and roughly 6,700 adult smartphone users reside in Howard County today.
• Younger adults are at or above Missouri norms for smartphones and 5G devices; older adults lag the state by several points.
• The county’s mobile experience is defined by reliable LTE/low-band 5G coverage with mid-band 5G concentrated in towns and corridors; this mix falls short of Missouri’s urban 5G capacity but is consistent with rural central Missouri conditions.

Below is a concise, decision-ready snapshot for Howard County, Missouri. Where county-specific platform data are not published, percentages use the latest Pew Research Center figures for rural U.S. adults (2024), which best match Howard County’s rural profile. Demographics and connectivity use U.S. Census/ACS.

Coverage and user base

• Connectivity: Rural Missouri households have slightly lower broadband subscription than the statewide average; use ACS statewide benchmark (~81% of households with a broadband subscription) and assume a modest downward offset for rural counties like Howard. Smartphone adoption aligns with national rural patterns (>80% of adults; Pew).
• Social media penetration: Among rural U.S. adults, 70–75% use at least one social platform (Pew 2024). Applying that range to Howard County’s adult population implies the large majority of adults are active on at least one platform.

Most-used platforms (proxy: rural U.S. adults, Pew 2024)

• YouTube: ~80% of adults
• Facebook: ~70–75%
• Instagram: ~40%
• TikTok: ~30%
• Snapchat: ~24%
• Pinterest: ~33–35%
• LinkedIn: ~24–25%
• X (Twitter): ~20%
• Reddit: ~20%
• WhatsApp: ~20–23%
• Nextdoor: ~10–12%

Age-group usage patterns (localized interpretation from rural benchmarks)

• Teens/18–24: Very high YouTube; Snapchat and TikTok are daily drivers; Instagram strong. Facebook mainly for groups/events and family.
• 25–44: Facebook and YouTube dominate; Instagram growing; Messenger widely used; TikTok usage moderate.
• 45–64: Facebook is the hub (Groups, Marketplace, school/community updates); YouTube for how‑to/news; Pinterest for DIY, recipes.
• 65+: Facebook and YouTube lead; relatively low Instagram/TikTok/Snapchat adoption.

Gender breakdown (platform skew, Pew 2024 applied)

• Women: Over-index on Facebook and Pinterest; solid on Instagram; WhatsApp moderate.
• Men: Over-index on YouTube, Reddit, and X; Facebook still widely used across genders.

Behavioral trends observed in rural counties like Howard

• Community-first Facebook usage: Heavy reliance on Groups (schools, sports, churches, civic updates), local event pages, and Marketplace. Local admins and known figures drive trust and reach.
• Video leads: Short-form video (Reels/TikTok) boosts discovery; YouTube remains the “how‑to” and long-form default.
• Messaging > public posting: Facebook Messenger and Snapchat are primary channels for organizing, swapping info, and local commerce follow-up.
• Event conversion: High engagement for time-bound community events, youth sports, charity drives, and seasonal fairs; best posting windows are early morning, midday, and evening.
• Buy-local bias: Content tied to recognizable places, people, or causes outperforms generic brand creative. Offers with clear local value and social proof convert best.
• Low Nextdoor, niche LinkedIn: Nextdoor penetration is modest outside suburbs; LinkedIn use is limited and skews to commuting professionals and public-sector roles.
• News and issues: Facebook remains the primary venue for local news snippets, with engagement spikes around school/municipal issues and elections; trust hinges on known sources.

How to interpret for planning

• Prioritize Facebook (Pages + Groups + Events + Marketplace) and YouTube; add Instagram and TikTok for under‑45 reach; use Snapchat for teen/college segments; keep Pinterest in the mix for female DIY/crafts/recipes.
• Lean on short, locally anchored video and community partnerships; use Messenger/SMS handoffs for conversion.
• Target evening/weekend windows and key community calendars (school sports, festivals, holidays).

Sources (best available)

• Pew Research Center, Social Media Use in 2024 (rural vs. overall platform adoption)
• U.S. Census Bureau, American Community Survey (ACS) 5-year estimates for demographics and household internet subscription (Missouri and rural county benchmarks)
• FCC Broadband data (state/rural availability context)

Note: Because platform-by-platform statistics are not published at the county level, the platform percentages above are the latest verified rural-U.S. figures and serve as the accepted proxy for Howard County.