Broadwater County

Here are the latest U.S. Census Bureau estimates for Broadwater County, Montana. Figures are rounded; sources are 2020 Decennial Census, 2023 Population Estimates, and ACS 2018–2022 5‑year where noted.

Population

• Total: ~7,100 (2023 estimate)
• 2020 Census: 6,774

Age

• Under 5: ~4%
• Under 18: ~21%
• 65 and over: ~23%

Gender

• Female: ~49%

Race and ethnicity

• White alone: ~95%
• American Indian and Alaska Native alone: ~2%
• Black or African American alone: ~0–1%
• Asian alone: ~0–1%
• Two or more races: ~2–3%
• Hispanic or Latino (of any race): ~3%
• White alone, not Hispanic or Latino: ~92–93%

Households and housing

• Households: ~3,000
• Persons per household: ~2.35–2.40
• Owner-occupied housing unit rate: ~80–85%

Source: U.S. Census Bureau, QuickFacts and ACS 2018–2022 (Broadwater County, MT) and 2023 Population Estimates.

Broadwater County, MT (pop. ~7–8k) spans ~1,200 sq mi with ~6 people per sq mi—very low density that raises last‑mile costs and leaves patchy coverage outside Townsend/US‑12/US‑287 corridors.

Estimated email users: 5,200–5,700 residents

• ≈70–78% of total population
• ≈88–92% of adults

Age distribution among email users (approx.)

• 13–17: 4–6%
• 18–29: 14–18%
• 30–49: 33–38%
• 50–64: 25–29%
• 65+: 15–19%

Gender split

• Roughly even (about 49–51% each); no meaningful gender gap in email adoption.

Digital access trends

• Broadband availability trails national averages; fastest fixed service is concentrated in/near Townsend, with many rural homes relying on fixed wireless or satellite (Starlink and similar) where copper/DSL is slow.
• Mobile coverage is strongest along highways and the valley floor; mountainous terrain creates dead zones.
• Fiber builds are gradually expanding with state/federal funding, improving reliability and speeds for some neighborhoods.
• A notable minority (≈15–25%) are smartphone‑only internet users, which can limit long‑form email use, especially for older attachments or large files.
• Seniors use email less frequently than younger adults, but adoption continues to rise as healthcare, banking, and government services digitize.

Mobile phone usage in Broadwater County, Montana — 2025 snapshot (estimates)

Headline estimates

• Population base: ~7,000–7,400 residents; ~5,500–6,000 adults. Townsend is the main population center.
• Smartphone users: ~4,600–5,100 adult users (roughly 82–86% adult adoption). This trails Montana’s statewide adoption by a few points (state ~86–90%).
• Mobile-only households (no fixed broadband, rely on cellular data for home internet): ~450–650 households (about 16–22% of households), higher than the statewide share (roughly 12–15%).
• 5G-capable device penetration among smartphone users: estimated 70–75% in the county vs 80–85% statewide, reflecting slower upgrade cycles and patchier 5G coverage.

Demographic breakdown and usage patterns

• Age: Older skew than Montana overall. Adoption remains high among 18–49 (≈90%+), dips among 50–64 (≈75–85%), and is notably lower for 65+ (≈60–70%). The larger 65+ share in Broadwater pulls overall adoption below the state average.
• Income/affordability: Median household incomes are close to or slightly below state averages. With the federal ACP subsidy effectively lapsed in 2024, cost sensitivity increased. Result: more prepaid plans, shared family lines, and slower device upgrades than statewide.
• Work/commute: Many residents commute toward Helena/Bozeman and recreate around Canyon Ferry Lake. Network load spikes along US‑12/US‑287 during commute windows and weekends. This pattern is more pronounced than the statewide average for rural counties.
• Mobile-only reliance: Higher take-up of mobile and satellite as primary home internet due to limited wired options outside Townsend; this exceeds the statewide rural average.
• Small business/ag use: Above-average use of LTE hotspots and SMS/voice for operations in agriculture, construction, and tourism, with intermittent service in canyons and foothills.

Digital infrastructure and coverage

• Coverage density: Macro sites cluster around Townsend, Winston/Toston corridors, and major highways (US‑12, US‑287). Tower density is low off-corridor; terrain (Big Belt Mountains, Deep Creek Canyon, backroads near Canyon Ferry) creates dead zones.
• 5G availability: 5G from major carriers (Verizon and T‑Mobile; AT&T more limited) is present in/near Townsend and parts of the highway corridors. Large rural areas remain LTE-only. This lags Montana’s best-served counties along I‑90/I‑15.
• Performance: Where 5G mid-band is available, users see robust speeds; elsewhere LTE capacity can bottleneck at peak times. Microwave backhaul still supports some remote sites; fiber backhaul is strongest in/through Townsend and along state highways.
• Carriers: Verizon generally offers the broadest rural footprint; AT&T is solid on main roads and supports FirstNet; T‑Mobile coverage has improved but still shows gaps off-corridor. Fixed wireless (WISPs using 5 GHz/CBRS) and Starlink are common outside town limits.
• Public safety: FirstNet coverage along primary corridors is good; responders still depend on VHF/UHF LMR in backcountry where cellular is unreliable.

How Broadwater differs from Montana overall

• Slightly lower overall smartphone adoption, driven by an older population and affordability/coverage constraints.
• Higher reliance on mobile-only and satellite for home connectivity, reflecting fewer wired options beyond the county seat.
• Slower and more uneven 5G rollout and device adoption than the state’s population centers along interstates.
• More pronounced geographic dead zones due to mountainous terrain and fewer tower sites; state averages are buoyed by urban corridors.
• Usage shows sharper commute/recreation peaks tied to Helena/Bozeman workflows and Canyon Ferry activity—patterns less visible in many other rural counties.

Notes on method and sources

• County-level smartphone counts aren’t directly published. Figures above are derived from: US Census/ACS population and age mix; Pew Research smartphone adoption by age/urbanicity; FCC mobile coverage filings and carrier maps; NTIA broadband indicators; and Montana market norms for rural vs urban counties. Numbers are presented as ranges to reflect uncertainty and recent network changes.

Here’s a concise, decision-ready snapshot for Broadwater County, MT. Note: precise county-level platform stats aren’t published; figures below are estimates based on Pew Research (2023–24), rural/state patterns, and the county’s older-leaning age mix.

Headline user stats

• Estimated residents using social media: 4,600–5,300 (about 65–75% of residents)
• Daily use: roughly 60–70% of social users log in daily (driven by Facebook and YouTube)
• Average platforms per person: 2–3

Age mix of social media users (share of the local social user base)

• 13–17: 6–8% (near-universal use; mostly YouTube, TikTok, Snapchat)
• 18–24: 8–10% (heavy Instagram/TikTok; still on Snapchat)
• 25–34: 15–18% (Instagram/TikTok + Facebook; Messenger for coordination)
• 35–44: 16–19% (Facebook/YouTube core; Instagram secondary)
• 45–54: 16–18% (Facebook/YouTube; some Instagram)
• 55–64: 14–16% (Facebook/YouTube dominant)
• 65+: 15–18% (Facebook primary; YouTube for how‑to/news)

Gender breakdown (of social media users)

• Female: 52–55% (over-index on Facebook/Instagram; heavy in local groups/Marketplace)
• Male: 45–48% (over-index on YouTube; some Reddit/Twitter; strong in outdoor/DIY content)

Most-used platforms (share of local social users using each at least monthly)

• YouTube: 75–85%
• Facebook: 70–80%
• Facebook Messenger: 60–70%
• Instagram: 30–45%
• TikTok: 25–35%
• Snapchat: 20–30% (youth-heavy)
• LinkedIn: 12–18% (professionals/commuters toward Helena/Bozeman)
• Reddit: 10–15%
• X (Twitter): 8–12% (low local utility)

Behavioral trends to know

• Community-first: Facebook Groups are the hub for local news, school sports, fundraisers, buy/sell/trade, lost-and-found pets, wildfire and road updates, lake conditions (Canyon Ferry), hunting info.
• Utility content wins: Weather, closures, event reminders, construction/road conditions, and public notices get fast engagement and shares.
• Visual storytelling: Scenic/outdoor, family, and school athletics photos perform best; short Reels/TikToks outperform static posts among under-35.
• Timing: Highest activity early mornings (6–8am), lunch (12–1pm), and evenings (7–9pm). Weekends are strong; seasonal spikes around summer recreation, wildfire season (Jul–Sep), fall hunting, and winter sports/closures.
• Trust dynamics: Posts from known local pages/people and county/school accounts earn more comments/shares than out-of-area brands. Directness and clarity matter.
• Messaging over forms: Many prefer Facebook Messenger or click-to-call for inquiries and appointments.
• Marketplace behavior: Active for vehicles, farm/ranch equipment, outdoor gear, and local services—photos, price clarity, and fast replies drive conversions.
• Youth cohort: Lives on TikTok/Snapchat; IG Stories over feed; responds to short, authentic, place-based content and peer shares more than formal ads.