Cibola County

Cibola County, New Mexico — key demographics (latest available, ACS 2019–2023 5‑year unless noted; figures rounded)

• Population size: ~26,600 (also ~26–27k by 2023 population estimates)
• Age:
  • Median age: ~38–39
  • Under 18: ~25%
  • 65 and over: ~16%
• Gender:
  • Male: ~54%
  • Female: ~46%
• Race and ethnicity:
  • Hispanic or Latino (of any race): ~38–40%
  • American Indian/Alaska Native, non-Hispanic: ~34–36%
  • White, non-Hispanic: ~18–21%
  • Black, non-Hispanic: ~1–2%
  • Asian/NHPI, non-Hispanic: ~1%
  • Two or more races/other, non-Hispanic: ~3–5%
• Households:
  • Number of households: ~8,900
  • Average household size: ~2.7–2.8
  • Family households: ~66% of households
  • Married-couple families: ~40–45% of households
  • Households with children under 18: ~33–35%

Sources: U.S. Census Bureau, American Community Survey 2019–2023 5-year estimates; Population Estimates Program (2023).

Cibola County, NM has about 26–27k residents. Estimated email users: 17–20k residents (based on ~85–90% adoption among adults, lower among youth/seniors).

Age pattern (approximate share of adults using email):

• 18–34: very high (≈95%+); heavy daily use.
• 35–54: high (≈90–95%).
• 55–64: moderate–high (≈80–85%).
• 65+: lower but rising (≈65–75%), with many checking weekly rather than daily.

Gender split: overall population is roughly even, though local correctional facilities can skew male higher than state average. Email adoption is similar by gender.

Digital access trends:

• Reliance on smartphones and provider email apps is growing; some households are smartphone‑only.
• Fixed broadband subscription lags urban NM; public Wi‑Fi (libraries, schools, municipal sites) remains important.
• Tribal and rural builds (fiber and fixed wireless) are expanding via IIJA/BEAD and state grants; satellite internet uptake is notable in outlying areas.

Local density/connectivity facts:

• Low population density (~6 people per square mile) and large tribal/rural areas (Acoma, Laguna, Ramah Navajo) increase last‑mile costs.
• Strongest connectivity clusters along I‑40 (Grants/Milan, Laguna/Acoma); coverage is patchier in El Morro, El Malpais, and Ramah areas.
• Many census blocks are still listed as unserved/underserved on FCC maps, though active projects are narrowing gaps.

Summary of mobile phone usage in Cibola County, NM (with estimates) — highlighting how it differs from statewide patterns

Overall user estimates

• Population base: roughly 27,000 residents. Adults (18+) ≈ 20,000–21,000.
• Smartphone users: about 17,000–19,000 people (adults plus most teens). This reflects adult smartphone adoption in the high 70s to low 80s percent range—several points below New Mexico’s metro-heavy statewide average.
• Any mobile phone (smartphone or basic): roughly 20,000–21,500 users, reflecting near-universal cellular use among working-age adults but lower adoption among seniors.

Demographic patterns (how Cibola differs from statewide)

• Native American residents (a much larger share than the state average): smartphone ownership trails the county average by an estimated 5–10 percentage points, primarily due to patchier coverage and affordability barriers on and near tribal lands. Higher reliance on mobile-only internet (hotspots/phone tethering) than the state overall.
• Hispanic households: adoption close to the county average but more cost-sensitive than statewide—greater use of prepaid plans and data caps; higher incidence of mobile-only internet compared with the state.
• Seniors (65+): materially lower smartphone use (often 55–65%), with more basic/flip phones than the statewide senior average.
• Income and affordability: median incomes below the state average and heavier historical use of the Affordable Connectivity Program (ACP). The 2024 ACP wind-down likely increased plan downgrades and disconnections here more than in urban parts of New Mexico.
• Device turnover: slower than statewide—more secondhand/refurbished phones, less frequent upgrades.
• Work patterns: outdoor, energy/mining, transportation, and public-sector work increase dependence on coverage outside towns; employers more likely to standardize on the carrier with the widest rural footprint.

Digital infrastructure and coverage (local realities vs state)

• Geography-driven gaps: strong service along I-40 (Grants–Milan, Laguna/Acoma) but notably patchy coverage toward Ramah, the Zuni Mountains, El Morro/El Malpais, ranchlands, and forested/mesa terrain. This gap is wider than the statewide average.
• 5G footprint: largely confined to the I-40 corridor and population centers (e.g., Grants/Milan). Outside those areas, LTE dominates. The county lags the statewide 5G availability and typical speeds found in Albuquerque/Santa Fe/Las Cruces.
• Carrier pattern:
  • Verizon: generally the most consistent rural coverage and often the default for field workers and public agencies.
  • AT&T: solid along I-40; FirstNet use by public safety is notable locally; coverage thins off-corridor.
  • T-Mobile: competitive 5G and good speeds in town and along I-40; coverage drops faster than statewide once off major roads.
• Backhaul and siting: fiber backhaul follows I-40 and rail/utility corridors; many off-corridor sites rely on microwave links. Tower density is highest along the interstate and in Grants/Milan; sparse elsewhere. This creates more congestion and outage sensitivity than the statewide norm.
• Public safety and resiliency: FirstNet adoption is higher than in many urban NM areas due to rural response needs. Power and wildfire/monsoon events can isolate sites without long-duration generators; extended outages and congestion during incidents are more common here than statewide.
• Home internet interplay: fixed wireless (5G/LTE home internet) is available in town but limited in outlying areas, increasing mobile-only reliance. Wireline options outside Grants/Milan are comparatively limited, unlike in metro NM.

Behavioral and usage trends that diverge from state-level

• Higher share of mobile-only households and hotspot use for home connectivity.
• Greater prevalence of prepaid plans, smaller data buckets, and careful data management; video streaming on cellular is lower than statewide.
• More pronounced town/corridor vs. rural divide in both coverage and speeds.
• Device mix skews slightly older (more basic phones among elders; slower upgrade cycles).
• Carrier choice is less about price/features and more about who has a signal off-corridor; multi-carrier setups (work vs. personal) are more common than statewide.
• Mapping reality gap: a bigger discrepancy between reported coverage maps and lived experience, especially on tribal lands and county roads.

Approximation notes

• Figures are estimates derived from county population, typical rural NM adoption rates, and national benchmarks for teens/seniors. They are intended for planning, not compliance reporting. For precise planning, validate against the latest ACS demographics, Tribal/County planning documents, and FCC Broadband Data Collection fabric and drive tests.

Below is a concise, best-available estimate of social media usage in Cibola County, NM (pop. ≈27k). Figures combine U.S. rural benchmarks, New Mexico demographics, and typical platform reach patterns for small counties. Treat numbers as directional (±5–10 points).

Snapshot

• Estimated social media users: 16,500–19,000 residents (≈75–85% of the 13+ population)
• Device profile: 85–90% primarily mobile; limited desktop usage
• Gender among active users: roughly 54% women, 46% men (non-binary/other: small but present)
• Activity levels: ~60–70% mainly browse/“lurk,” ~20–25% post weekly, ~5–10% post daily

Most-used platforms (share of residents 13+ using each at least monthly; multi-platform use is common)

• YouTube: 70–80%
• Facebook: 60–70%
• Facebook Messenger: 50–60%
• Instagram: 30–40%
• TikTok: 25–35%
• Snapchat: 20–30% (concentrated under 30)
• WhatsApp: 20–30% (stronger among Hispanic/bi‑national families and group chats)
• Reddit: 10–15%
• X (Twitter): 8–12%
• Nextdoor: 1–3% (limited rural uptake)

Age profile of active social users (share of total social audience)

• 13–17: 8–10%
• 18–24: 12–15%
• 25–34: 18–22%
• 35–44: 17–20%
• 45–54: 16–18%
• 55–64: 12–14%
• 65+: 12–15%

Gender tendencies by platform

• More women than men: Facebook, Instagram, TikTok, Snapchat
• More men than women: YouTube, Reddit
• Roughly even: WhatsApp, Messenger (Note: local factors like the correctional facility skew population counts, but not the active social audience.)

Behavioral trends to know

• Local-first Facebook: Heavy use of Groups, community pages, school and sports updates, public safety alerts, lost/found pets, and Marketplace (buy/sell/trade).
• Events flow through Facebook and Messenger; transactions and customer service often shift into DMs.
• Video-first habits: Short vertical video (Reels/TikTok/Shorts) performs best; YouTube used for how‑to, auto repair, outdoor/recreation, local music, and faith/community streams.
• Youth split: Teens/20s favor Snapchat and TikTok for daily messaging and entertainment; Instagram for highlights and local sports/arts.
• Language and culture: Content that reflects local culture and languages (including Spanish and Pueblo community contexts) wins engagement; authenticity and community ties matter.
• Trust dynamics: Official pages (schools, tribal/community orgs, local government) and known local businesses carry high credibility; peer recommendations drive decisions.
• Timing: Peaks most evenings (7–10 pm) and weekends; midday mini‑peaks around lunch. Weather, school calendars, and community events create noticeable engagement spikes.
• Connectivity reality: Mobile-first, variable bandwidth—keep creatives lightweight, vertical, with clear captions; map pins and “near me” cues help.
• Ad responsiveness: Strong response to practical local offers (food trucks, events, auto, home services, seasonal fairs). Clear pricing, local faces, and short videos outperform stocky creatives.