Brunswick County

Key demographics: Brunswick County, North Carolina

• Population size: 154,800 (U.S. Census Bureau, 2023 estimate)
• Age:
  • Median age: ~52 years (ACS 2018–2022)
  • Under 18: ~17%
  • 18–64: ~52%
  • 65 and over: ~31%
• Gender:
  • Female: ~51.7%
  • Male: ~48.3% (ACS 2018–2022)
• Race/ethnicity (shares of total population, ACS 2018–2022):
  • White (non-Hispanic): ~82%
  • Black or African American: ~7%
  • Hispanic or Latino (any race): ~7%
  • Two or more races: ~3%
  • Asian: ~1%
  • American Indian/Alaska Native: ~1%
  • Native Hawaiian/Other Pacific Islander: ~0.1%
• Households (ACS 2018–2022):
  • Total households: ~67,000
  • Average household size: ~2.3
  • Family households: ~66%
  • Homeownership rate: ~80%+

Sources: U.S. Census Bureau Population Estimates (2023); American Community Survey 2018–2022 5-year estimates. Numbers rounded for clarity.

Brunswick County, NC — email usage snapshot

• Estimated email users: 120,000–135,000 adults. Basis: population ~150–160k, ~80–85% adults, and ~88–92% of adults use email (Pew-style adoption), adjusted for the county’s older age mix.
• Age distribution of users (approx.): 18–24: 6–8%; 25–44: 24–28%; 45–64: 33–37%; 65+: 28–32%. Email is ubiquitous among working-age adults and high but slightly lower among the oldest cohorts.
• Gender split: roughly 52% female, 48% male among users; usage rates are similar by gender.
• Digital access trends:
  • About 85–90% of households have an internet subscription; device access (computer and/or smartphone) is above 90%.
  • Smartphone-only households likely 10–15%, higher in rural areas.
  • Growth in home broadband and fiber availability since 2020; seniors increasingly use smartphones/tablets for email.
• Local density/connectivity facts:
  • Fast-growing coastal county with concentrated populations in beach towns (e.g., Oak Island, Ocean Isle Beach) and lower-density inland areas.
  • Fiber and high-speed expansions led by FOCUS Broadband (ATMC) and Spectrum; rural gaps inland are being targeted by NC GREAT and BEAD-funded projects.
  • Seasonal tourism drives connectivity demand spikes along the coast; libraries and senior centers help bridge access gaps.

Brunswick County, NC: mobile phone usage snapshot (with differences from state-level)

User estimates (rounded; based on 2023–2024 population and national/state adoption rates)

• Population base: ~155,000 residents; adult share ~82–84%.
• Adults with a mobile phone: ~115,000–125,000 (roughly 90–95% of adults).
• Smartphone users: ~110,000–120,000 (roughly 80–88% of adults; slightly lower than NC’s ~85–90% due to the county’s older age profile).
• Peak-season surge: summertime beach/tourism can push the daytime population to 2x the off‑season baseline in beach towns (Oak Island, Holden Beach, Ocean Isle, Sunset Beach), temporarily inflating active devices and data traffic well above resident counts.

Demographic patterns shaping usage

• Older skew: A much higher share of residents 65+ than the NC average leads to:
  • Slightly lower smartphone penetration and higher use of basic/voice‑centric phones than statewide.
  • Heavier reliance on large‑screen devices (tablets) and Wi‑Fi at home, with more conservative mobile data use among retirees.
• Two distinct submarkets:
  • Leland/North Brunswick growth corridor (younger, commuter-heavy, tied to Wilmington): smartphone and multi‑device ownership mirrors NC’s metro norms; robust 5G use, higher app and streaming intensity.
  • Rural interior and small coastal towns: more coverage variability; a mix of basic phones, MVNO/prepaid plans, and growing fixed‑wireless use where cable/fiber is thinner.
• Seasonal and second‑home dynamics: More out‑of‑state numbers and devices on roaming, short‑term plan changes, and hotspot use during summer; not as prevalent statewide.
• Income/affordability pockets: Inland census tracts show higher prepaid/MVNO adoption and shared family plans than coastal tracts; ACP sunset has nudged some households toward mobile‑only or fixed‑wireless options.

Digital infrastructure notes

• 5G/LTE coverage:
  • Strongest along US‑17 (Leland, Belville, Shallotte), Southport/Oak Island approaches, and town centers; all three nationals operate 5G here.
  • Mid‑band 5G (e.g., T‑Mobile n41; AT&T/Verizon C‑band) is common near the growth corridor and beach gateways; many rural and marsh/river areas still lean on LTE or low‑band 5G.
  • Barrier islands can have spotty indoor coverage; carriers add temporary capacity during peak tourist weeks and storm recovery.
• Backhaul and fiber:
  • Spectrum serves most populated areas; FOCUS Broadband (formerly ATMC) has expanded fiber into rural and coastal communities via state/federal grants; this improves tower backhaul and reduces congestion compared with past years.
• Fixed wireless and satellite:
  • T‑Mobile 5G Home widely available along the US‑17 corridor and larger towns; Verizon 5G Home present around Leland/northern areas; Starlink adoption is visible in fringe/rural pockets and some waterfront homes.
• Resilience:
  • Given hurricane exposure, carriers maintain generators, deploy COWs/COLTs for events and post‑storm periods, and coordinate with AT&T FirstNet for public safety; these practices are more prominent than in many inland NC counties.

How Brunswick differs from North Carolina overall

• Older age mix pulls smartphone penetration a few points below the state average and raises the share of basic/voice‑only users.
• Much larger seasonal swings: summertime device counts and data loads on the islands dwarf typical NC county seasonality.
• Higher visibility of roaming/visitor traffic and short‑term plan churn tied to tourism and second homes.
• Stronger near‑term uptake of fixed‑wireless (and some satellite) as gap‑fillers in rural/coastal zones, even as fiber expands; this mix is more pronounced than statewide averages.
• Coverage is generally solid in the US‑17 corridor but more variable across waterways, pine forests, and barrier islands—geography drives dead zones and in‑home reception issues more than in many NC counties.

Notes on estimates

• Figures combine county population estimates with recent NC/US mobile adoption benchmarks. They are intended as planning ranges; local carrier engineering maps and ACS small‑area tables will refine tract‑level differences.

Below is a concise, county-level snapshot based on U.S. social media adoption benchmarks (Pew/DataReportal) adjusted for Brunswick County’s older age mix and local platform ad-audience indicators. All figures are estimates.

Overall user stats

• Estimated social media users: ~95k–120k residents (≈63–75% of total population)
• Daily use: ~70–80% of social users log in daily
• Average platforms per user: ~3–4

Age mix and adoption

• County skews older; 65+ share is well above U.S. average
• Estimated adoption by age:
  • 13–17: 90%+
  • 18–29: 92–96%
  • 30–49: 85–90%
  • 50–64: 70–78%
  • 65+: 55–65%
• Practical implications: more Facebook/YouTube usage; slower but growing uptake of TikTok/Reels among 35+

Gender breakdown (users)

• Female: ~53–56%
• Male: ~44–47%
• Non-binary/other: small but present (<2%); limited reliable local data
• Platform skews: Pinterest and Facebook groups lean female; YouTube/Reddit lean male

Most-used platforms (share of local social media users, monthly)

• YouTube: 80–85%
• Facebook: 72–78%
• Instagram: 38–45%
• Pinterest: 30–38%
• TikTok: 28–35%
• Snapchat: 18–25%
• Nextdoor: 14–20% (higher than national average due to HOAs/retiree communities)
• LinkedIn: 15–22%
• X (Twitter): 12–18%
• Reddit: 10–15%

Behavioral trends to know

• Community-first behavior: Heavy use of Facebook Groups and Nextdoor for HOA news, storm prep/alerts, neighborhood watch, school/youth sports, church and civic events.
• Marketplace-centric: Strong Facebook Marketplace activity (household goods, seasonal rentals, boats/ATVs). Local services (HVAC, lawn, handyman) sourced via group recommendations.
• Seasonal/information spikes: Hurricane season drives surges in local government, utilities, and road-closure updates; summer tourism boosts restaurant and event discovery content.
• Video ascendant across ages: Short-form (Reels/Shorts) and how-to content perform well; local fishing/boating, home improvement, and restaurant previews get above-average engagement.
• Timing: Above-average weekday daytime engagement (retiree base); consistent early evening peaks; weekend mornings are strong for community and events posts.
• Messaging and conversion: Facebook Messenger is the default DM channel; WhatsApp pockets among transplants and Latino communities. Offers, clear pricing, and phone-call CTAs convert better with 45+.
• Trust dynamics: Local rec groups and reviews (Facebook + Google) heavily influence purchases; UGC and neighbor testimonials outperform brand-only posts.
• Real estate focus: High interest in relocation and home services; agents using Facebook/Instagram video tours and neighborhood spotlights see strong reach.

Notes

• Figures are estimates extrapolated from national/state usage and platform audience tools, adjusted for Brunswick County’s older age profile. For precision (e.g., campaign targeting), validate with platform ad planners and local page/group insights.