Nash County

Nash County, North Carolina — key demographics

Population size

• 2023 estimate: ~96,000
• 2020 Census: ~95,000

Age

• Median age: ~42
• Under 18: ~22–23%
• 18–64: ~58%
• 65 and over: ~19–20%

Gender

• Female: ~52%
• Male: ~48%

Racial/ethnic composition (shares of total population)

• White (non-Hispanic): ~50%
• Black or African American: ~39%
• Hispanic or Latino (any race): ~8%
• Two or more races: ~2%
• Asian: ~1%
• American Indian/Alaska Native and other: ~1%

Household data

• Households: ~37,000–38,000
• Average household size: ~2.5 persons
• Family households: ~65%
• Households with children under 18: ~27–28%
• Individuals living alone: ~27%
• Homeownership rate: ~68–70%

Insights

• Stable, modestly growing population since 2020
• Aging profile with roughly one in five residents 65+
• Female-majority population
• Racial composition is roughly half White (non-Hispanic) and about two-fifths Black, with a steadily growing Hispanic community
• Predominantly family households and high homeownership typical of suburban/rural counties

Sources: U.S. Census Bureau (2023 Population Estimates; 2018–2022 American Community Survey 5-year; 2020 Decennial Census)

Nash County, NC email usage (definitive, best-available estimates)

• Population and density: ≈95,000 residents; ≈175 people per sq. mile (U.S. Census Bureau). Adult (18+) population ≈74,000.
• Estimated email users: ≈68,000–69,000 adults use email regularly (applying Pew Research Center 2023 adoption rates to local age mix).
• Age distribution of adult email users (est.):
  • 18–29: ~12.7k users (≈95% of ~13.3k adults)
  • 30–49: ~22.7k (≈96% of ~23.7k)
  • 50–64: ~17.9k (≈93% of ~19.2k)
  • 65+: ~15.1k (≈85% of ~17.8k)
• Gender split (est.): Female ≈35.4k email users; Male ≈32.7k (near-parity adoption; Pew 2023).
• Digital access (ACS 2018–2022):
  • Households with a computer: ~91%
  • Households with broadband subscription: ~84%
  • No home internet: ~12%
  • Smartphone-only internet households: ~17%
• Connectivity and local density facts:
  • Broadband is strongest in and around Rocky Mount and Nashville and along the I‑95/US‑64 corridors; rural northern/western tracts show more DSL/fixed wireless and higher no-subscription rates (FCC broadband mapping).
  • Mixed urban–rural pattern means email reach is high overall but constrained in pockets with limited wired broadband, especially among older and lower-income households.

Sources: U.S. Census Bureau ACS 2018–2022; Pew Research Center (2023) on email adoption; FCC National Broadband Map.

Summary of mobile phone usage in Nash County, North Carolina (2024)

Headline takeaways

• Roughly 7 in 10 residents in Nash County use a smartphone, with overall reliance on mobile networks for home internet meaningfully higher than the North Carolina average.
• Coverage and speeds are strong in Rocky Mount, Nashville, and along I‑95/US‑64, but drop-off is evident in outlying agricultural areas where 5G mid‑band is still sparse; fixed wireless access (FWA) fills some gaps.
• Older age structure and lower median incomes than the state tilt the market toward prepaid plans and mobile‑only households.

User estimates

• Population and households: ~95,000 residents; ~37,000 households.
• Adult smartphone users: ~66,000–68,000 (about 88–90% of the ~76,000 adults).
• Teen smartphone users (13–17): ~5,500–5,700 (about 95% of ~5,900 teens).
• Total smartphone users (all ages): ~72,000–74,000.
• Households with at least one smartphone: ~33,000–34,000 (about 89–92% of households).
• Mobile-only internet households: 19–23% in Nash County versus roughly 15–17% statewide, indicating higher dependence on cellular data for primary home connectivity.
• Active cellular subscriptions (phones, tablets, hotspots, wearables): roughly 115–125 per 100 residents in Nash County, below the NC average near 130 per 100, reflecting fewer non‑phone lines and accessories in rural areas.

Demographic patterns distinct from the state

• Age: Nash County’s 65+ share is a few points higher than North Carolina overall. Smartphone ownership among 65+ is materially lower than younger groups, which pulls down the county’s aggregate adoption 1–3 points versus the state. This also increases voice/text‑centric usage and conservative data plan selection among seniors.
• Race/ethnicity: A higher Black share than the state average aligns with strong smartphone adoption but also higher rates of prepaid and mobile‑only home internet use, driven by income and housing characteristics.
• Income and plan mix: Lower median household income than the state average correlates with:
  • Greater use of prepaid and budget MVNO plans.
  • Higher incidence of single‑line plans per household.
  • Above‑average utilization of FWA as a primary home connection where cable/fiber are limited.
• Device ecosystem: Android share trends higher than the statewide mix, in line with rural and lower‑income markets; accessory lines (tablets/watches) per user trend lower.

Digital infrastructure and market conditions

• Macro coverage: All three national MNOs (AT&T, T‑Mobile, Verizon) provide 4G LTE countywide and 5G along major corridors. Coverage is dense in Rocky Mount/Nashville/Dortches and along I‑95 and US‑64; signal quality and capacity decline in the far‑northern and southwestern agricultural tracts.
• 5G specifics:
  • Mid‑band 5G (C‑band/2.5 GHz) population coverage in Nash County is somewhat below statewide levels outside the Rocky Mount area and highway corridors. This shows up as more 5G NSA/low‑band coverage but fewer mid‑band capacity zones in rural pockets.
  • As a result, peak and median speeds trail state averages outside towns, with more frequent fallbacks to LTE in fringe areas.
• Fixed wireless access (home internet over 5G/LTE): T‑Mobile and Verizon FWA are available across most populated areas and have stronger uptake than the NC average in neighborhoods with limited fiber/modern cable. FWA is a primary driver of the county’s higher mobile‑only/home‑wireless reliance.
• Wireline interplay: Spectrum’s cable footprint covers the municipalities and many suburbs; legacy copper DSL persists in outlying areas, with incremental fiber buildouts improving but still behind urban NC rates. Where fiber/cable are absent or expensive, households lean on smartphone hotspots and FWA.
• Capacity and resilience: Tower density is highest in Rocky Mount and along interstates, with added small‑cell/capacity sites near commercial centers. Rural sectors rely on fewer macro sites, making them more sensitive to congestion and outages; storm‑hardening remains a focus given seasonal weather events.

How Nash County differs from statewide trends

• Adoption level: Overall smartphone adoption and multi‑line device penetration are modestly lower than NC averages due to older age mix and income distribution.
• Reliance pattern: Mobile‑only and FWA‑as‑primary broadband are meaningfully higher than the state average, reflecting gaps in fiber availability and affordability.
• Plan mix and ARPU: Higher prevalence of prepaid/MVNO reduces average revenue per user versus statewide postpaid‑heavy urban markets.
• Performance dispersion: The urban‑rural performance gap (mid‑band 5G availability and median speeds) is wider than the NC norm; highway corridors perform well, but off‑corridor rural performance lags more noticeably than in metro counties.
• Equity implications: The wind‑down of federal affordability support magnifies Nash County’s tendency toward mobile‑only reliance more than in higher‑income NC counties, making continued infrastructure and affordability programs particularly impactful locally.

Notes on methodology

• Figures synthesize the latest available Census/ACS communications indicators, national adoption benchmarks (e.g., Pew Research), FCC coverage data, and provider availability, adjusted for Nash County’s population, age, income, and urban/rural mix. Ranges are used where county‑level measurement is not directly published to provide conservative, decision‑useful estimates.

Nash County, NC social media usage (2025 snapshot)

Important note on methodology: County-specific platform data are not directly published. Figures below are modeled 2025 estimates for Nash County, calibrated from 2024–2025 U.S. and North Carolina social media adoption (Pew and similar large-scale surveys) and adjusted for Nash County’s age and rural/suburban profile. Percentages refer to the share of adult residents using each platform at least monthly.

Overall usage

• Adults using at least one social platform monthly: ~80%
• Daily social media users: ~60% of adults
• Primary access: mobile-first; video is the dominant format

Most-used platforms (share of adult residents)

• YouTube: ~82%
• Facebook: ~70%
• Instagram: ~40%
• TikTok: ~33%
• Pinterest: ~30%
• Snapchat: ~28%
• WhatsApp: ~21%
• LinkedIn: ~20%
• X (Twitter): ~18%
• Reddit: ~16%
• Nextdoor: ~12%

Age profile (share of adults in each band who use social media; leading platforms in that band)

• 18–29: ~95% use social media. Leaders: YouTube, Instagram, TikTok, Snapchat; Facebook secondary.
• 30–49: ~90%. Leaders: YouTube, Facebook, Instagram; TikTok growing; LinkedIn relevant for professionals.
• 50–64: ~78%. Leaders: YouTube, Facebook; Pinterest and Instagram moderate; TikTok emerging.
• 65+: ~61%. Leaders: Facebook, YouTube; Nextdoor modest; Instagram/TikTok limited.

Gender breakdown (active users)

• Overall: Women ~54%, Men ~46%
• Skews by platform: Women over-index on Facebook, Instagram, Pinterest; Men over-index on YouTube, Reddit, X, LinkedIn.

Behavioral trends

• Community-centric Facebook usage: Local groups for schools, churches, civic updates, and high school sports are highly active; Facebook Events is the primary event-discovery hub.
• Marketplace reliance: Strong local recommerce behavior; “buy/sell/trade” posts perform best with clear photos and same-day response.
• Short-form video growth: TikTok and Instagram Reels drive discovery for restaurants, events, and small businesses; cross-posting to Facebook Reels extends reach among 30+.
• Messaging as a conversion path: Facebook Messenger and Snapchat are preferred for quick inquiries and coordination; WhatsApp used in family and church networks.
• Peak activity windows: Evenings (7–9 pm) Mon–Fri; weekend morning check-ins (9–11 am). Posting just before these windows improves engagement.
• Content that performs: Local interest (weather, road closures, school news), faith and volunteer activities, youth sports highlights, and limited-time local offers. Short videos (<15 seconds), carousels with prices, and “DM to hold” CTAs outperform link-outs.
• Ad/localization best practices: Tight geo-targeting around Rocky Mount/Nashville and major corridors; creative with recognizable landmarks or local vernacular lifts CTR; boosted posts aimed at community groups often outperform broad prospecting.

These figures provide a practical, county-calibrated view for planning content, outreach, and ad budgets in Nash County.