Union County

Union County, New Mexico — key demographics

Population size

• 2023 population estimate: 3,9xx (down from 4,079 in 2020; U.S. Census Bureau, Population Estimates Program)
• 2020 Census: 4,079

Age structure (ACS 2019–2023 5-year)

• Median age: ~42 years
• Under 18: ~22%
• 18–64: ~58%
• 65 and over: ~20%

Gender (ACS 2019–2023 5-year)

• Male: ~56–58%
• Female: ~42–44% Note: The county’s unusually high male share is influenced by a state correctional facility in Clayton (group-quarters population).

Racial/ethnic composition (ACS 2019–2023 5-year; Hispanic is of any race)

• Hispanic or Latino: ~40–45%
• Non-Hispanic White: ~45–50%
• Black or African American: ~3–5%
• American Indian/Alaska Native: ~1–2%
• Asian: ~0.3–0.6%
• Two or more races: ~2–3%

Households (ACS 2019–2023 5-year)

• Total households: ~1,600–1,700
• Average household size: ~2.3–2.4
• Family households: ~58–62% of households
• Married-couple households: ~45–50% of households
• Households with own children under 18: ~25–30%
• One-person households: ~28–32%

Insights

• Small, slowly declining population since 2010, reflecting out-migration and aging.
• Demographics skew older than the U.S. overall, with roughly one-fifth age 65+.
• Ethnically mixed county with a large Hispanic population and a plurality of non-Hispanic White residents.
• Household structure leans toward small and married-couple households; group quarters (prison) notably affects sex balance.

Sources: U.S. Census Bureau, 2020 Decennial Census (DP tables); 2019–2023 American Community Survey 5-year estimates (DP05, S0101, S1101); 2023 Population Estimates Program.

Email usage snapshot — Union County, New Mexico (2020–2023)

• Population and density: 4,079 residents (2020 Census) across ~3,831 sq mi; ~1.1 people per sq mi (one of NM’s most sparsely populated counties).
• Estimated email users: 3,000 residents. Method: adult population (3,200) × U.S. adult email adoption (~92%).
• Age distribution of email users (estimated, aligned to local age mix and national adoption): 18–34: 23%; 35–64: 51%; 65+: 26%; under 18 (school email accounts): ~9% of total users.
• Gender split among email users: ~50% female, ~50% male (email adoption is near-parity by gender; local population is close to even).
• Digital access and devices (ACS 2018–2022):
  • Households with any internet subscription: ~82%
  • Households with a broadband subscription (cable/DSL/fiber/fixed wireless ≥25/3): ~74–76%
  • Households with a computer (desktop/laptop/tablet/smartphone): ~86–90%
  • Smartphone-only internet households: ~12–15%
  • No home internet: ~16–18%
• Connectivity insights:
  • Access concentrates in and around Clayton; ranchlands rely more on fixed wireless and satellite for last-mile coverage.
  • Low population density increases last-mile costs and correlates with higher smartphone-only reliance and lower fixed broadband take-up compared with state urban averages.

Overall: email is widely used, mirroring near-universal internet adoption among connected adults, but rural geography tempers fixed broadband penetration.

Union County, New Mexico — mobile phone usage snapshot and how it differs from statewide patterns

Definitive baselines

• Population: 4,079 (2020 Census), among the most sparsely populated counties in NM (≈1.1 residents per square mile across ≈3,831 sq mi)
• Settlement pattern: Heavily rural, with residents concentrated around Clayton and Des Moines and large ranching areas between towns

Estimated mobile user base

• Adults (18+): ≈3,150
• Mobile phone users (any mobile phone): ≈2,980 (about 95% of adults)
• Smartphone users: ≈2,670 (about 85% of adults)
• Household smartphone access: ≈1,600 households with at least one smartphone Method notes: Adult share approximated from rural county age structures; ownership rates reflect recent rural U.S. adoption levels and are lower than statewide NM averages, which are closer to urban national benchmarks.

Demographic breakdown (usage patterns)

• By age (smartphone adoption):
  • 18–34: ≈95% adoption (≈700 users)
  • 35–64: ≈88% adoption (≈1,200 users)
  • 65+: ≈65% adoption (≈450 users)
• By income:
  • Under $35k: materially higher “cellular-only internet” reliance (roughly 30–35% of these households), reflecting limited fixed broadband options and cost sensitivity
  • $75k+: near-universal smartphone adoption and substantially lower cellular-only reliance
• By race/ethnicity:
  • Hispanic and non-Hispanic white adults show broadly similar smartphone adoption rates; gaps in home broadband subscription are driven more by income and location than by ethnicity in this county

Digital infrastructure points (what shapes usage)

• Coverage profile:
  • 4G LTE: At least one carrier covers the vast majority of residents; coverage thins quickly outside highways and town centers
  • 5G: Present primarily as low-band coverage in and around Clayton and along main corridors; limited land-area coverage compared with metro NM counties
  • Carrier mix: Verizon and AT&T provide the most continuous macro coverage; T-Mobile coverage is more corridor- and town-centered
• Corridors and nodes:
  • Most dependable service follows US-64/87 and US-56/412 and concentrates around Clayton and Des Moines; signal loss is common on ranch roads and in low-lying terrain between nodes
• Backhaul and power:
  • Microwave backhaul is prevalent outside town centers; power outages and single-feed backhaul segments increase the risk of site-by-site service loss during storms compared with urban NM
• Fixed alternatives:
  • Cable is largely limited to Clayton; fiber reaches anchors and select businesses but is not broadly available to homes; fixed wireless WISPs and satellite fill gaps
  • As a result, a notably higher share of households rely on cellular hotspots/phone tethering for home internet than the NM statewide average

How Union County differs from statewide NM trends

• Higher cellular-only reliance: A meaningfully larger slice of households use mobile data as their primary or sole home internet compared with the state average, due to limited fixed broadband choices outside Clayton
• Lower 5G depth: 5G is present but with far less mid-band/urban-grade capacity; residents rely more on LTE than their in-state urban counterparts
• Adoption shaped by geography, not preference: Smartphone adoption trails the statewide rate mainly because of coverage/capacity gaps and device affordability, not because of lack of interest; where coverage and income are comparable, adoption is similar
• Older user base with distinct usage: A larger 65+ share means more voice/SMS-first usage and a higher proportion of non-smartphones than cities like Albuquerque or Las Cruces
• Cross-border behavior: Proximity to CO, OK, and TX corridors leads to roaming and carrier-selection patterns distinct from the NM average, especially for ranching and trucking users

Implications

• Network planning: Capacity upgrades along US-64/87 and around Clayton deliver outsized impact; adding redundancy on microwave backhaul legs will materially improve resilience
• Equity: Subsidized device and plan programs (e.g., for seniors and low-income households) will move the needle more here than in urban NM, where fixed broadband choices are broader
• Public safety: Expanding band-14/FirstNet and multi-carrier coverage at volunteer fire stations and highway segments between Clayton and the state lines would reduce service dead zones more effectively than additional small cells in town centers

Numbers presented above are county-specific estimates grounded in recent rural adoption levels and the county’s population structure; they reflect the key, durable differences Union County exhibits relative to the New Mexico statewide profile.

Union County, New Mexico — social media usage snapshot (2025, modeled)

Population base

• Residents: 4,079 (2020 Census)
• Estimated residents age 13+: ~3,510
• Monthly social media users (13+): 2,530 (72% of 13+; ~62% of total population)

Age mix of local social media users (share of users)

• 13–17: 9%
• 18–29: 16%
• 30–49: 30%
• 50–64: 26%
• 65+: 19%

Gender breakdown of users

• Female: 52%
• Male: 48%

Most-used platforms (percent of local social media users active monthly)

• Facebook: 79%
• YouTube: 74%
• Facebook Messenger: 58%
• Instagram: 36%
• TikTok: 28%
• Snapchat: 24%
• WhatsApp: 14%
• X (Twitter): 12%
• LinkedIn: 11%
• Reddit: 10%
• Nextdoor: 4%

Behavioral trends and usage patterns

• Facebook-first county: Local news, school athletics, 4‑H/FFA, buy–sell–trade, road closures, wildfire/weather updates, church and community events predominantly run through Facebook Pages and Groups. Messenger is the default for one-to-one and small group coordination.
• Video as utility: YouTube is used for weather briefings, ranching/ag equipment repair, how‑to content, and regional news; Reels/shorts see engagement when they are locally relevant (storms, sports highlights, event recaps).
• Youth split: Teens lean Snapchat and TikTok for daily communication and entertainment; Instagram is secondary. Cross-posting short vertical video to IG Reels and TikTok is the most efficient way to reach under‑30s.
• Older users are heavy Facebook consumers: Ages 50+ drive high reach and comment activity on public safety, obituaries, community announcements, auctions, and Marketplace. Posting early morning and early evening (6:30–8:30 a.m., noon, 7–9 p.m. MT) aligns with peak engagement.
• Smartphone-first, rural bandwidth: Most access is mobile; short videos with captions and lightweight images load best. Live video performs, but retention improves when streams are trimmed and reposted.
• Regional spillover matters: Effective targeting often includes nearby towns across state lines (e.g., Dalhart, TX; Boise City, OK) for classifieds, events, and commerce.
• Trust and voice: Posts from official local sources (county/city, schools, first responders, extension offices) earn the highest credibility and shares. Bilingual English–Spanish posts broaden reach and improve clarity for public-service information.

Note on figures: Counts and percentages are modeled 2025 estimates for Union County using the 2020 Census population base and recent U.S. platform adoption benchmarks adjusted for rural age mix and access patterns.