Saunders County

Saunders County, Nebraska — key demographics

Population size

• 22,278 (2020 Census), up ~7.2% from 2010

Age

• Median age: 41.1 years
• Under 18: 24.1%
• 18–64: 57.4%
• 65 and over: 18.5%

Gender

• Male: 50.3%
• Female: 49.7%

Racial/ethnic composition (Hispanic can be of any race)

• White, non-Hispanic: 93.0%
• Hispanic or Latino: 4.0%
• Two or more races, non-Hispanic: 1.6%
• Black or African American, non-Hispanic: 0.2%
• Asian, non-Hispanic: 0.3%
• American Indian/Alaska Native, non-Hispanic: 0.4%
• Other/unspecified: 0.5%

Household data

• Households: ~8,800
• Average household size: 2.52
• Family households: 67% of households; married-couple families: 57%
• Households with children under 18: 30%
• Single-person households: 26% (about 12% are 65+ living alone)
• Tenure: 82% owner-occupied, 18% renter-occupied

Insights

• Aging profile (median age ~41) above the state average
• Predominantly non-Hispanic White with a small but growing Hispanic share
• High homeownership and family-household prevalence

Sources: U.S. Census Bureau, 2020 Decennial Census (population); American Community Survey 2018–2022 5-year estimates (age, race/ethnicity, gender, household characteristics)

Saunders County, NE email usage (modeled from U.S. Census Bureau ACS 2022 demographics and Pew Research email adoption rates)

• Estimated email users: ≈15,700 adults.
• Age distribution of email users (share of adult email users):
  • 18–34: ≈4,600 (≈29%)
  • 35–54: ≈5,800 (≈37%)
  • 55–64: ≈2,400 (≈16%)
  • 65+: ≈2,900 (≈18%)
• Gender split among email users: ≈49% male, ≈51% female (reflecting slightly more women at older ages).
• Digital access trends:
  • Household internet/broadband subscription is in the mid‑80s percent range, consistent with Nebraska exurban counties, supporting high email adoption.
  • Younger and midlife adults are near‑universal email users; adoption remains strong among 55–64 and is solid though lower among 65+.
  • Smartphone access is widespread; a minority rely primarily on mobile for internet and email.
• Local density/connectivity context:
  • Population ≈22.5k with low rural density (~30 residents per square mile), but proximity to Omaha–Lincoln corridors supports robust ISP coverage in towns (e.g., Wahoo, Ashland) and along major routes.
  • Libraries, schools, and civic buildings provide additional public internet access points that reinforce email reach.

Summary of mobile phone usage in Saunders County, Nebraska

Snapshot and user estimates

• Population base: roughly 22.5k–23.0k residents (2023), with about 16.8k–17.3k adults (18+).
• People using any mobile phone: 18.5k–19.5k (≈82–86% of total population).
• Smartphone users (adults): 14.1k–14.7k (≈83–87% of adults).
• Total smartphone users including teens 13–17: 15.5k–16.3k.
• 5G-capable handset penetration among smartphone users: ≈65–72% (boosted by commuting exposure to Omaha/Lincoln networks).
• Android vs iPhone: Android likely modestly ahead (≈58–62% Android, 38–42% iPhone), in line with rural Midwest patterns.

Demographic breakdown (ownership and usage patterns)

• Age:
  • 18–34: ~94–97% smartphone ownership; highest 5G handset and app adoption.
  • 35–54: ~90–94% smartphone ownership; heavy work-related and navigation usage.
  • 55–64: ~82–87% smartphone ownership; rising mobile banking and telehealth.
  • 65+: ~68–74% smartphone ownership; text/voice-first, but growing telehealth/video calling.
• Geography within the county:
  • Town centers and growth corridors (e.g., Wahoo–Ashland–Yutan areas) show smartphone adoption 2–4 percentage points higher than purely rural townships, and faster 5G device uptake due to stronger coverage.
• Income and plan choices:
  • Households $100k+ show 5G device adoption roughly 10–12 points higher than < $50k households, with greater uptake of premium unlimited plans and hotspot add-ons.
• Household connectivity posture:
  • Smartphone-only households (no home broadband): ≈14–17% in the county, higher than the statewide average. These households show heavier per-line mobile data consumption and above-average use of fixed wireless gateways where available.

Digital infrastructure

• Cellular coverage and capacity:
  • 4G LTE covers ≈98–99% of the population outdoors across the three national carriers.
  • 5G availability is strongest along major corridors and towns: low-band 5G is broadly available; mid-band 5G is prevalent around community centers and along commuter routes that tie into the Omaha and Lincoln metro footprints.
  • Network density: rural macro grid typical of eastern Nebraska; a practical planning rule of thumb implies on the order of 20–30 macro sites countywide, with selective infill and small-cell capacity in higher-traffic nodes near highways and attractions.
• Home internet interplay:
  • Town centers generally have cable/DOCSIS or fiber; rural areas rely on a mix of DSL, fixed wireless access (FWA), and satellite. Where fiber or modern cable is absent, FWA (5G and LTE) has grown quickly and materially influences mobile usage patterns (hotspot and smartphone-only behaviors).
• Public access points:
  • Libraries, schools, and municipal facilities in principal towns provide reliable Wi‑Fi offload; cellular boosters are common in metal-structure farm and light-industrial buildings.

How Saunders County differs from Nebraska overall

• Higher smartphone-only share: The county’s smartphone-only households are elevated (≈14–17% vs ≈11–13% statewide), reflecting patchier rural fixed broadband and stronger FWA substitution.
• Slightly older profile at the county level: A larger 65+ segment depresses overall smartphone penetration a few points relative to Nebraska’s urban counties; the gap is concentrated in 65+ ownership and in advanced-app usage.
• More exurban commuter influence: Proximity to Omaha and Lincoln pulls 5G-capable handset adoption and mid-band 5G usage higher than typical rural Nebraska counties, particularly along commuting corridors.
• Device mix: Android’s lead over iPhone is modestly wider than in the state’s urban centers, aligning with broader rural Midwestern trends.
• Data consumption patterns: A larger share of smartphone-only and FWA households pushes per-line mobile data usage above the statewide rural average, especially in households without reliable wired broadband.

Operational implications

• Capacity needs will continue to concentrate along commuter routes and around town centers; mid-band 5G sectorization and backhaul upgrades will yield outsized benefits.
• Rural coverage remains broadly sufficient for LTE voice/data, but performance-sensitive applications in river valleys and low-density tracts will benefit from targeted fills and C‑band/2.5 GHz overlays where feasible.
• Demand for competitively priced unlimited plans and FWA bundles is durable; outreach to 55+ and 65+ cohorts can lift smartphone adoption and telehealth usage further.

Saunders County, NE — social media usage snapshot

How this was built

• County population is from the 2020 Census (definitive). County-level social platform data isn’t directly surveyed; percentages below use the latest Pew Research Center 2024 U.S. adult adoption rates as a proxy for local adoption. Rural Nebraska counties generally track these rates with modest variation.

County baseline

• Population: 22,278 (2020 Census)
• Adults (18+): roughly 16.7K–17.4K (based on typical 75–78% adult share)

Most-used platforms among adults (share of adults; Pew 2024 proxy)

• YouTube: 83%
• Facebook: 68%
• Instagram: 47%
• TikTok: 33%
• Snapchat: 30%
• Pinterest: 35%
• LinkedIn: 30%
• X (Twitter): 22%
• WhatsApp: 21%
• Reddit: 20% Interpretation for Saunders County: Facebook and YouTube are the default, broad-reach channels; Instagram is the primary “growth” network among younger adults; TikTok and Snapchat are strong with under-35; Pinterest is notably used among women and DIY/home/lifestyle audiences; LinkedIn has pockets of use tied to commuters and professionals connected to Omaha/Lincoln.

Estimated local user counts (rule-of-thumb)

• Applying the above percentages to the adult population implies roughly 11.5K–14.5K adults on YouTube; 9.5K–11.8K on Facebook; 6.9K–8.2K on Instagram; 5.0K–5.8K on TikTok; 5.0K–5.2K on Snapchat; 5.8K–6.1K on Pinterest; 5.0K–5.2K on LinkedIn. These are modeled estimates, not direct measurements.

Age-group patterns (behavioral)

• 18–29: Heavy daily use of Instagram, Snapchat, and TikTok; YouTube time is high; Facebook used mainly for events/groups rather than posting.
• 30–49: Facebook and YouTube dominate; Instagram adoption is strong; TikTok usage present and growing; Messenger/Snapchat used for private communication.
• 50–64: Facebook is the primary network (groups, local news, Marketplace); YouTube for how‑to, product research; Pinterest for home, recipes, crafts.
• 65+: Facebook remains the most consistent touchpoint (family, community updates); YouTube second; minimal use of TikTok/Snapchat.

Gender breakdown (directional skews common in rural counties)

• Facebook, YouTube: broadly balanced by gender.
• Instagram, Snapchat, Pinterest: female‑skewed (Pinterest most strongly).
• Reddit, X (Twitter), LinkedIn: male‑skewed.
• TikTok: slight female skew overall, with strong youth orientation.

Local behavioral trends and use cases

• Community-first usage: Facebook Groups for schools, churches, youth sports, local government, and event updates; Marketplace is a high-traffic channel for buy/sell/trade.
• Video-first consumption: YouTube for how‑to, equipment repair, home/land projects; short-form video (Reels/TikTok/Shorts) drives discovery for local businesses and events.
• Messaging over posting: Facebook Messenger and Snapchat used heavily for private coordination among families and peer groups.
• Commuter/professional spillover: LinkedIn usage is concentrated among residents working in the Omaha–Lincoln corridor; cross-posting of professional updates is common but less frequent than consumer platforms.
• Seasonal spikes: Local fairs, school calendars, sports seasons, and elections create predictable surges in Facebook Group activity and short-form video sharing.
• Multi-platform redundancy: The same announcement (e.g., weather closures, game times, fundraiser drives) is often posted across Facebook, Instagram, and school-affiliated channels to maximize reach.

Key takeaways for reach and engagement

• For broad reach: Facebook + YouTube
• To reach under‑35: Instagram + TikTok + Snapchat (stories/reels/shorts)
• For women/household decision-makers: Facebook + Pinterest + Instagram
• For professionals/commuters: LinkedIn (supported by cross-posts on Facebook)

Note on certainty

• Population figures are definitive from the Census. Platform percentages are the latest Pew U.S. adult adoption rates used as a local proxy; actual county adoption can vary modestly due to rural broadband, age mix, and commuting patterns.