Powell County

Powell County, Montana — key demographics (U.S. Census Bureau, 2018–2022 American Community Survey 5-year estimates; figures are survey estimates)

• Population

  • Total population: ~7,500
  • Notable context: A large state prison population is included in county totals and affects age/sex composition.

• Age

  • Median age: ~42–43 years
  • Age distribution: Under 18: ~17%; 18–24: ~9%; 25–44: ~28%; 45–64: ~30%; 65+: ~16%

• Gender

  • Male: ~60–61%
  • Female: ~39–40%
  • Insight: The unusually high male share reflects the Montana State Prison population counted in group quarters.

• Race and ethnicity (percent of total population)

  • White (non-Hispanic): ~84–85%
  • Hispanic/Latino (any race): ~4–5%
  • American Indian/Alaska Native: ~4–5%
  • Black or African American: ~3–4%
  • Two or more races: ~3%
  • Asian, NHPI, other: ~1% combined

• Households and housing

  • Households: ~2,900–3,000
  • Average household size: ~2.2–2.3
  • Family households: ~58% of households; married-couple families: ~45% of households
  • Tenure: Owner-occupied ~73–75%; renter-occupied ~25–27%
  • Group quarters (e.g., prison) account for a notable share of residents, which reduces the ratio of population living in households relative to total population.

Sources: U.S. Census Bureau, 2018–2022 ACS 5-year estimates (tables DP05, S0101, S1101, DP04).

• Population and density: Powell County has about 7,000 residents spread over roughly 2,330 square miles (≈3 people per square mile), with most residents in and around Deer Lodge along the I‑90 corridor. The Montana State Prison is located here, skewing the overall population male, though incarcerated individuals have limited personal email access.

• Estimated email users: ≈5,000 adult residents use email at least monthly. This derives from rural-Montana age structure and Pew-reported adoption rates for U.S. adults adjusted slightly downward for rural connectivity.

• Age distribution of email users (estimated):

  • 18–29: ~16%
  • 30–49: ~27%
  • 50–64: ~31%
  • 65+: ~26% Adoption rates underpinning this split: roughly 95% (18–49), ~90% (50–64), and ~75–80% (65+).

• Gender split among email users: Approximately 50% female, 50% male. Despite a male‑heavy total population due to the prison, the civilian email‑using base is near even by gender.

• Digital access and trends:

  • Household broadband subscription in rural Montana counties similar to Powell typically falls in the low‑80% range, with 10–15% smartphone‑only households.
  • Fixed broadband is strongest in populated areas and along I‑90; service is patchier in remote valleys and forested terrain.
  • Mobile LTE/5G coverage is reliable near highways/towns and weaker in backcountry.
  • Ongoing state and federal broadband investments are expanding fiber and fixed wireless, gradually closing remaining gaps.

Powell County, MT mobile phone usage summary (distinctive from statewide patterns)

Population baseline

• Residents: 7,373 (2020 Census)
• Adults (18+): approximately 5,900

User estimates

• Adults with a mobile phone (any type): about 5,550 (94% of adults), a few points below typical statewide adoption due to older age structure and coverage gaps
• Adults with smartphones: about 4,870 (≈83% of adults), below Montana’s urbanized counties and slightly below the statewide average
• 5G‑capable smartphones: about 2,800 (≈58% of local smartphone users), notably lower than statewide due to slower upgrade cycles and limited mid‑band 5G coverage
• Prepaid share: approximately 30% of active lines (higher than the state overall), reflecting price sensitivity and coverage-driven carrier switching
• Mobile-only home internet: roughly 20% of households rely primarily on mobile broadband, higher than the state average because fixed broadband options are sparse away from the I‑90 corridor

Demographic breakdown (adoption patterns)

• Age 18–34 (≈24% of adults): very high smartphone adoption (~96%); 5G‑capable share ~78% of smartphone users
• Age 35–64 (≈53% of adults): high smartphone adoption (~87%); 5G‑capable share ~56% of smartphone users
• Age 65+ (≈23% of adults): lower smartphone adoption (~58%); 5G‑capable share ~28% of smartphone users
• Income and plan mix: below‑median household incomes and variable coverage contribute to higher prepaid usage, more plan churn, and a larger segment using budget Android devices or keeping older phones longer
• Geography within the county:
  • Deer Lodge–I‑90 corridor: highest smartphone and 5G device usage; postpaid plans more common; T‑Mobile and AT&T low‑band 5G and Verizon nationwide 5G present along the interstate
  • North and east (Helmville, Ovando/MT‑200, US‑12 corridors, forested backcountry): lower smartphone and 5G device uptake; more basic‑phone retention; boosters and Wi‑Fi calling frequently used to compensate for weak indoor signals

Digital infrastructure and performance

• Coverage footprint:
  • 4G LTE from the national carriers is reliable along I‑90 (Deer Lodge–Garrison) and town centers; service becomes sparse or intermittent in mountainous and forested areas away from highways
  • 5G availability is primarily low‑band along I‑90 and in Deer Lodge; mid‑band 5G capacity is limited, so real‑world 5G speeds are often only modestly better than strong LTE
• Spectrum and rural reach: carriers rely on low‑band spectrum (e.g., 600 MHz Band 71, 700 MHz Band 13, and FirstNet Band 14) for wide‑area coverage; these bands improve reach but cap peak speeds relative to metro Montana
• Site density and backhaul: tower density is low and many sites use microwave backhaul, which constrains capacity during peaks (summer recreation traffic and wildfire events); capacity upgrades have concentrated on the I‑90 corridor
• Public safety and resiliency: FirstNet coverage along primary highways is materially better than in remote valleys; extended outages in remote areas are more impactful due to fewer overlapping sites
• Fixed‑wireless/home internet: 4G/5G home‑internet offerings are generally limited to the I‑90 corridor; away from it, residents lean on mobile hotspotting, legacy DSL, WISPs, or satellite

How Powell County differs from Montana statewide

• Adoption: overall mobile and smartphone adoption rates are a few points lower than the state average, driven by an older population and more dead zones
• Device mix: 5G‑capable device penetration is meaningfully lower; residents keep phones longer and upgrade slower than in Montana’s larger counties
• Plan mix: prepaid share is higher, reflecting price sensitivity and the need to switch providers based on localized coverage rather than brand loyalty
• Access pattern: a larger fraction of households are mobile‑only for home internet, due to limited wired and fixed‑wireless options beyond I‑90
• Network experience: greater reliance on low‑band spectrum and microwave‑fed towers means lower median speeds and more pronounced congestion during seasonal surges than the statewide norm
• Geographic variance: the gap between corridor towns (near‑state‑level experience) and outlying areas (spotty service) is wider than in many Montana counties

Method note

• Figures are county‑specific estimates synthesized from the 2020 Census/ACS demographic structure, rural adoption data from national surveys, and 2023–2024 FCC/operator coverage information for Montana. They are calibrated to Powell County’s geography and infrastructure patterns to highlight differences from the Montana statewide picture.

Powell County, MT social media snapshot (2025, modeled from county demographics and rural U.S./Montana usage benchmarks; residents age 13+)

User base and penetration

• Active social media users: ~4,900 residents (≈66% of the population 13+)
• Usage frequency: Most users check daily; multi-platform use is common (2–3 platforms per user on average)

Age mix of users (share of active users)

• 13–17: 8%
• 18–24: 10%
• 25–34: 16%
• 35–44: 17%
• 45–54: 18%
• 55–64: 16%
• 65+: 15%

Gender breakdown (share of active users)

• Female: 52%
• Male: 48%

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

• YouTube: 52%
• Facebook: 49%
• Facebook Messenger: 44%
• Instagram: 23%
• TikTok: 20%
• Snapchat: 18%
• Pinterest: 17%
• Reddit: 9%
• X (Twitter): 8%
• LinkedIn: 7%

Behavioral trends and local patterns

• Community-first engagement: Facebook Groups and Marketplace dominate for buy/sell/trade, school sports, county events, wildfire/weather updates, road conditions, and hunting/fishing communities.
• Video-forward consumption: Short-form video (Facebook Reels/TikTok) drives quick engagement; YouTube is the go-to for how-to, ranching/mechanics fixes, outdoor gear, and local-interest storytelling.
• Messaging habits: Facebook Messenger is the default for local coordination; WhatsApp remains niche; SMS is still common for one-to-one.
• Timing: Peak activity clusters around 7–8 a.m., noon, and 7–10 p.m. local time; weekend mornings are strong for Marketplace and events.
• Content that performs: Locally recognizable people/places, timely service info (closures, emergencies), school and youth activities, deals/giveaways, job postings, and outdoor/seasonal content (especially summer tourism and fall hunting).
• Participation style: Many “lurkers” who react/comment more than they post; comment threads in local groups often outperform page posts; cross-posting between groups increases reach.
• Platform roles: Facebook for local reach and coordination; YouTube for depth/education; Instagram for visual updates from local businesses and creators; TikTok/Snapchat skew younger for trends and peer sharing; Pinterest over-indexes among women for recipes, crafts, and home/outdoor projects; X/LinkedIn remain niche and utility-driven.

Notes on interpretation

• Percentages reflect modeled estimates for Powell County’s demographic and rural profile; multiple platforms per person are common, so platform percentages do not sum to 100%.