Phelps County

Phelps County, Missouri — key demographics

Population size

• 44,638 (2020 Census)
• ~44,0xx (2023 Census Bureau estimate; marginal decline since 2020)

Age

• Median age: ~35–36 years (college presence lowers median)
• Under 18: ~21%
• 65 and over: ~18%

Gender

• Male: ~51–52%
• Female: ~48–49%

Racial/ethnic composition (2020 Census/ACS)

• White (non-Hispanic): ~82%
• Black or African American: ~4–5%
• Asian: ~3–4%
• Two or more races: ~6–7%
• Hispanic or Latino (any race): ~3–4%
• American Indian/Alaska Native and Native Hawaiian/Pacific Islander: each ~<1%

Household data (ACS 2018–2022)

• Households: ~17,200
• Average household size: ~2.3–2.4 persons
• Family households: ~60% (married-couple ~45%)
• Homeownership rate: ~62%
• Median household income: around $50,000
• Poverty rate: around 18–20% (elevated by student population)

Insights

• Demographics reflect a college-centered county (Missouri S&T), yielding a younger median age, slight male skew, and higher poverty rates due to students; racial diversity remains below national levels, with a modest Asian share linked to the university.

Sources: U.S. Census Bureau (2020 Decennial Census; 2018–2022 American Community Survey 5-year; 2023 Population Estimates Program).

Phelps County, Missouri email usage (estimates, 2025):

• Estimated users: ~34,500 residents use email at least monthly (≈78% of the total ~44,000 population).
• Age distribution of email users:
  • 13–17: ~6%
  • 18–24: ~20%
  • 25–44: ~32%
  • 45–64: ~26%
  • 65+: ~16%
• Gender split: Practically even among email users (≈50% female, 50% male). Overall county demographics skew slightly male due to the university, but email adoption is comparable by gender.

Digital access and trends:

• Home broadband subscriptions are in the low-80s percent of households, increasing gradually as fiber and upgraded cable expand from Rolla outward.
• About 1 in 8 households are smartphone‑only for internet; roughly 1 in 10 lack a traditional computer, reinforcing reliance on mobile email.
• Public access via schools, libraries, and Missouri S&T boosts connectivity for students and low‑income users.
• Cellular 4G/5G coverage is strong in the Rolla/I‑44 corridor, with more variability in rural northern and southern areas.

Local density/connectivity context:

• Population density is ~65 people per square mile across ~674 square miles—significantly below the U.S. average—so email remains a low‑bandwidth, universally supported channel that works reliably even where fixed broadband is weaker.

Phelps County, Missouri — mobile phone usage overview (2024)

Population context

• Population: ~45,000; households: ~18,000–19,000. County seat: Rolla (home to Missouri S&T), with St. James as the second largest town. Median age is younger than the Missouri average due to the university presence.

Estimated mobile user base

• Mobile phone users: 36,000–39,000 residents (≈80–86% of total population).
• Smartphone users: 33,000–36,000 residents (≈75–80% of total population).
• Mobile-only internet households (use cellular as primary home internet): 18–22% of households. This is materially higher than the Missouri statewide share (≈12–15%) and reflects rural coverage gaps and lower fixed-broadband adoption outside Rolla.
• Prepaid lines: 27–32% of active phone lines, above the Missouri average (≈20–24%), consistent with a larger share of price-sensitive and rural users.

Demographic patterns affecting usage

• Students and young adults (18–29): Very high smartphone penetration (≈95–98%), strong iOS usage and heavy data consumption driven by Missouri S&T. This pushes county smartphone adoption above what rural composition alone would predict.
• Prime working age (30–64): High adoption (≈85–92%), split between iOS and Android; more Android and prepaid uptake in outlying areas.
• Older adults (65+): Smartphone adoption ≈60–70%, several points below statewide levels, with more basic/voice-first usage in rural parts of the county.
• Income/rurality: Lower median incomes outside Rolla and more dispersed housing correlate with higher prepaid use, hotspotting, and cellular-as-primary internet.

Digital infrastructure and coverage

• Carriers: AT&T, T‑Mobile, and Verizon are the dominant providers. 5G coverage is established in Rolla and along the I‑44 corridor (including St. James); LTE remains the fallback across most of the county’s rural tracts.
• 5G characteristics:
  • T‑Mobile: broad mid‑band 5G around Rolla/I‑44 with good indoor performance in town.
  • Verizon: mid‑band (C‑band) present along the interstate/urban core; LTE in rural areas.
  • AT&T: low‑band 5G wide‑area coverage with targeted mid‑band in denser zones.
• Terrain effects: Valleys, forests, and low-density southern and eastern parts of the county show spotty service and lower uplink performance. Coverage is strongest along I‑44 and US‑63 corridors and on/near campus.
• Backhaul and Wi‑Fi: Rolla benefits from university-grade fiber backhaul and dense campus Wi‑Fi; beyond city limits, fixed options thin out, reinforcing cellular dependence.

How Phelps County differs from Missouri overall

• Higher mobile-only internet reliance: A notably larger share of households depend primarily on cellular data than the state average, due to sparse fixed broadband outside Rolla.
• Bimodal device ecosystem: Rolla’s student population lifts iOS share and advanced 5G usage in the urban core, while rural tracts skew more Android and prepaid—greater urban–rural contrast than typical statewide.
• Coverage pattern: Better-than-typical small-city 5G in Rolla versus wider rural gaps than the statewide norm; performance swings more sharply between interstate corridors and backroads.
• Age mix: Younger median age and higher concentration of heavy data users during the academic year than the Missouri average.

Notable usage implications

• Traffic peaks align with academic calendar and campus events, with heavier 5G utilization and higher indoor capacity needs in Rolla.
• Businesses and public services see strong effectiveness from SMS and app-based engagement; ensure SMS fallbacks given rural data variability.
• With the wind-down of the Affordable Connectivity Program in 2024, expect increased prepaid churn and tighter data budgets among rural and lower-income users, further elevating mobile-only behavior.

Practical takeaways

• Network operators: Prioritize mid-band 5G infill south/east of Rolla and along secondary roads; upgrade rural uplink and add capacity for campus/venue surges.
• Public sector and healthcare: Maintain voice/SMS channels for alerts and outreach; support Wi‑Fi access points in libraries and clinics in outlying communities.
• Retail and service providers: Optimize for text-based customer communications and low-bandwidth app experiences to accommodate mobile-only users.

Phelps County, MO social media snapshot (2025)

Scope and method:

• County-level platform stats aren’t directly published. Figures below are modeled local estimates: 2024–2025 Pew Research Center U.S. usage rates applied to Phelps County’s population (≈45,000; ≈34,500 adults 18+). Use these as planning-grade numbers.

Overall use

• Adults using at least one social platform: ~72–80% of adults ≈ 25,000–28,000 people
• Internet access context: Engagement is strongest in and around Rolla and St. James; rural pockets rely heavily on Facebook and YouTube for news, marketplace activity, and community updates.

Most-used platforms (share of adults; estimated local adult users)

• YouTube: ~80–85% ≈ 27,000–29,000
• Facebook: ~65–70% ≈ 22,000–24,000
• Instagram: ~45–50% ≈ 15,000–17,000
• TikTok: ~30–35% ≈ 10,000–12,000
• Snapchat: ~28–32% ≈ 9,000–11,000 (concentrated among college-age users)
• Pinterest: ~30–35% ≈ 10,000–12,000
• LinkedIn: ~28–32% ≈ 9,000–11,000 (university/hospital/engineering workforce)
• X (Twitter): ~20–23% ≈ 7,000–8,000
• Reddit: ~20–23% ≈ 7,000–8,000
• WhatsApp: ~24–28% ≈ 8,000–10,000
• Nextdoor: ~15–20% ≈ 5,000–7,000 (mainly in neighborhoods in/near Rolla)

Age-group patterns (local behavior aligned to national usage)

• 18–29: Near-universal YouTube; majority on Instagram, Snapchat, and TikTok; Facebook used more for events/groups than posting. Strong short‑form video creation/consumption.
• 30–49: Facebook + YouTube are core; Instagram common; TikTok adoption rising for entertainment and local recommendations; WhatsApp/Messenger for groups.
• 50–64: Facebook dominant for news, groups, and marketplace; high YouTube use for how‑to/home projects; moderate Pinterest; lighter on TikTok/Instagram.
• 65+: Facebook is primary channel for community info and local organizations; YouTube for news/how‑to; minimal Instagram/TikTok/Snapchat.

Gender breakdown (national patterns mapped locally)

• Facebook: slight female majority among active users.
• Instagram and Pinterest: female‑skewed; Pinterest especially (strong 30–64 female usage for recipes, crafts, décor).
• Snapchat and TikTok: slight female lean; heavy use among younger women.
• Reddit and X: male‑skewed, with tech/STEM and sports/news interests.
• LinkedIn: balanced overall; locally concentrated among Missouri S&T, healthcare, utilities, and manufacturing professionals.

Behavioral trends in Phelps County

• Facebook Groups as community infrastructure: High engagement in buy/sell, events, lost & found, and civic/road conditions groups; local government, schools, and emergency management rely on Facebook for reach.
• University gravity (Rolla/Missouri S&T): Increases 18–29 activity, boosting Instagram, TikTok, Snapchat, and Reddit usage; event discovery via Instagram and Facebook Events; Discord usage present in student circles.
• Video-first consumption: Short‑form video (Reels/TikTok/Shorts) outperforms static posts for restaurants, campus-area services, and events; YouTube remains the go‑to for how‑to and trades content.
• Marketplace/local commerce: Strong Facebook Marketplace participation; local boutiques and eateries see best ROI via Facebook + Instagram posts/reels and boosted local ads; TikTok drives awareness among students.
• News and alerts: Older adults depend on Facebook pages/groups; cross‑posting videos to YouTube broadens reach beyond Facebook; radio and newspaper pages amplify via social.
• Rural connectivity realities: Messenger/WhatsApp group chats coordinate church, youth sports, and civic activities; Nextdoor has pockets of use in neighborhoods but less rural penetration than Facebook.

What the numbers imply for outreach

• To reach countywide adults: Facebook + YouTube cover the most breadth; add Instagram for under‑40 reach and TikTok for 18–34 awareness.
• For students/young professionals: Instagram + TikTok + Snapchat cadence; short‑form vertical video and native sounds.
• For families 30–49: Facebook Groups/Events + Instagram reels; practical, time‑saving content.
• For 50+: Facebook primary; cross‑post video to YouTube; clear calls to action and event details.
• Hiring/professional: LinkedIn plus Facebook community groups; niche Reddit and university channels for STEM roles.

Sources and basis: U.S. Census Bureau population estimates for Phelps County; Pew Research Center Social Media Use (2024–2025) for platform penetration by age and gender, applied proportionally to local adult population to produce the estimates above.