New Hanover County

New Hanover County, NC — key demographics

Population size

• 236,000 (July 1, 2023 estimate)
• 225,702 (2020 Census)
• Growth since 2020: about +4–5%

Age

• Median age: ~39 years
• Under 18: ~18%
• 65 and over: ~20%

Gender

• Female: ~52%
• Male: ~48%

Racial/ethnic composition

• White alone: ~82%
• Black or African American alone: ~13%
• Asian alone: ~2–3%
• American Indian and Alaska Native alone: ~1%
• Native Hawaiian and Other Pacific Islander: ~0.1%
• Two or more races: ~3%
• Hispanic or Latino (of any race): ~7–8%
• White alone, not Hispanic or Latino: ~75%

Households

• Total households: ~109,000
• Average household size: ~2.26
• Family households: ~56% of households
• Owner-occupied housing rate: ~58%
• Median household income (in 2022 dollars): about $67,000
• Poverty rate: ~13%

Insights

• Older age profile with about one-fifth of residents 65+, and a slightly higher share of women.
• Predominantly White population with notable Black (≈13%) and Hispanic/Latino (≈7–8%) communities.
• Small average household size, lower homeownership rate than the state average, and middle-income levels with a persistent poverty rate around 13%.

Sources: U.S. Census Bureau (Population Estimates Program, July 1, 2023; 2020 Census; American Community Survey 2018–2022 5-year and 2023 1-year where available).

Email usage in New Hanover County, NC (estimates grounded in 2023 Census population and recent Pew email-adoption rates)

• Population: ~236,000; adults (18+): ~191,000.
• Estimated adult email users: ~176,000 (≈92% of adults).

Age distribution of adult email users (est.):

• 18–29: ~31,000
• 30–49: ~63,000
• 50–64: ~45,000
• 65+: ~37,000 Email use is highest in ages 30–64 (≈95%+) and slightly lower among 65+ (≈86%), keeping overall penetration very high.

Gender split:

• County population is 52% female / 48% male; email users mirror this (51% female / 49% male), reflecting minimal gender differences in email adoption.

Digital access and trends:

• ~89% of households have a broadband internet subscription; ~93% have a computer device (ACS-based).
• Strong mobile access and widespread 5G enable heavy on-the-go email usage; multiple ISPs (e.g., cable, fiber, and 5G home) support high reliability.

Local density/connectivity facts:

• New Hanover is among North Carolina’s most densely populated counties (≈1,200 residents per square mile), centered on urban Wilmington, which drives near-ubiquitous broadband coverage in populated areas and supports high email adoption.

New Hanover County, NC mobile phone usage summary (distinct from statewide patterns)

Headline insights

• Mobile adoption is very high and skews slightly above North Carolina overall, with more households relying on cellular data as their primary internet and faster median mobile speeds than the state average.
• County infrastructure is dense and mid‑band 5G is broadly available from all three national carriers; seasonal tourism and university-driven demand shape capacity needs in ways that differ from most NC counties.

User estimates

• Adult smartphone users: approximately 170,000–180,000 adults (about 92% of ~185,000–195,000 adults), reflecting higher urban adoption than statewide averages. Source basis: Pew Research Center 2023 adult smartphone adoption and Census/ACS adult population estimates.
• Households with a smartphone: about 94% of ~108,000–110,000 households, or roughly 101,000–103,000 households. Source: U.S. Census Bureau ACS S2801 (Types of Computers and Internet Subscriptions), 2018–2022 5‑year.
• Cellular‑only internet households: approximately 14% of households (about 15,000–16,000) rely on a cellular data plan as their only home internet connection, higher than the NC statewide share (roughly 11%–12%). Source: ACS S2801, 2018–2022 5‑year.

Demographic breakdown (usage patterns)

• Age
  • 18–34: Elevated share due to UNC Wilmington and a sizable renter/student population; smartphone ownership typically >95%, with above‑average reliance on unlimited data plans and hotspotting versus the state as a whole.
  • 35–64: High 5G device penetration and heavy mobile work use (healthcare, port/logistics, professional services) relative to statewide.
  • 65+: The county has a larger 65+ share than NC overall, but urban access and carrier retail presence push smartphone adoption among seniors above the statewide senior average.
• Income and housing
  • Higher proportion of renters than NC statewide, concentrated in Wilmington and beach communities; renters show a higher rate of cellular‑only access than homeowners, contributing to the county’s above‑state cellular‑only share.
  • Middle‑ and higher‑income households are more likely to maintain both fixed broadband and 5G smartphones, with multi‑line family plans common; lower‑income households show higher mobile‑only substitution than the state average for urban counties.
• Race/ethnicity
  • County smartphone access is broadly high across racial/ethnic groups; gaps observed statewide are narrower here due to dense carrier coverage and strong prepaid availability in Wilmington.

Digital infrastructure

• Coverage
  • 4G LTE: ≥99% outdoor population coverage across inhabited areas. Source: FCC Broadband Data Collection (2023–2024 filings).
  • 5G: Broad population coverage (~97%) with contiguous service in Wilmington, along the US‑17/College Rd corridor, I‑140, and beach municipalities (Wrightsville, Carolina, Kure). Source: carrier 5G footprints and FCC filings, 2023–2024.
• Capacity and performance
  • Mid‑band 5G widely deployed (T‑Mobile n41; Verizon and AT&T C‑band n77), yielding higher median mobile download speeds than NC statewide. Typical recent medians:
    • County/metro (Wilmington area): roughly 120–150 Mbps overall mobile; mid‑band 5G medians often 200–300 Mbps in dense areas.
    • North Carolina statewide: roughly 90–110 Mbps overall mobile. Source: aggregated industry speed reporting (e.g., Ookla/Opensignal city vs state medians, 2023–2024).
  • Seasonal peaks: Capacity hot spots during tourism months on barrier islands and riverfront venues; carriers deploy additional bandwidth/carriers and small cells in beach and festival areas more extensively than most NC counties.
• Network assets and options
  • All three national carriers (AT&T, T‑Mobile, Verizon) operate 5G in the county; spectrum holdings include low‑band for coverage plus substantial mid‑band for capacity.
  • Fixed‑wireless access (FWA) is widely marketed: T‑Mobile Home Internet is broadly available; Verizon 5G Home is offered in and around central and northern Wilmington ZIPs, increasing mobile‑network traffic relative to fiber/coax‑dominant NC metros.
  • Fiber and cable broadband are present, but mobile substitution remains notably higher than NC overall due to the renter/student mix and broad FWA eligibility.

How New Hanover County differs from North Carolina overall

• Higher mobile dependence: A larger share of households rely on cellular‑only internet (≈14% vs ≈11%–12% statewide), driven by renters, students, and seasonal workers.
• Faster typical speeds: Median mobile and 5G performance in the Wilmington area outpaces the NC median because of dense mid‑band 5G, coastal tourism investments, and urban topology.
• Dual‑track demographics: The county combines a sizable student population (very high smartphone and 5G adoption) with an above‑average 65+ share; the result is overall adoption that stays above the state average despite a larger senior cohort.
• Seasonal demand shaping: Few NC counties see as strong summer surges; operators here make more use of small cells/sectorization in beach and event zones than in typical inland counties of similar size.
• Higher prepaid and FWA uptake: Competitive prepaid retail and broad fixed‑wireless availability translate into more mobile‑only households and bundled mobile–home‑internet plans than the state average.

Notes on sources and methodology

• Population, households, smartphone and cellular‑only subscription rates: U.S. Census Bureau, American Community Survey (ACS) S2801, 2018–2022 5‑year; county vs state comparisons derived from those tabulations.
• Adult smartphone adoption applied to local adult population: Pew Research Center (2023) national adult smartphone ownership, apportioned to county adult population from ACS; used to produce user estimates.
• Coverage and 5G deployment: FCC Broadband Data Collection (2023–2024) and carrier deployment disclosures; performance ranges reflect recent Wilmington‑area medians reported by industry speed datasets (e.g., Ookla/Opensignal) compared to NC statewide medians.

All figures are the most recent available through 2024 and rounded to convey practical magnitude.

Social media usage in New Hanover County, NC — concise snapshot (2025)

How the figures were derived

• Platform percentages come from Pew Research Center’s 2024 U.S. adult social media study (treated here as the best proxy for county-level platform mix).
• Local user counts are modeled by applying those rates to New Hanover County’s adult population (ACS 2023). Figures are rounded; they are practical planning estimates.

User stats

• Adult population (18+): roughly 190,000–200,000
• Social media penetration: 80–85% of adults use at least one platform
• Estimated adult social users: ~155,000–170,000
• Daily users: ~60–70% of adults use a platform daily (≈115,000–140,000)

Gender breakdown

• County composition: slight female majority (about 52% female, 48% male)
• Platform tilt: women over-index on Facebook, Instagram, Pinterest; men over-index on YouTube, Reddit, X (Twitter). Engagement skews female for local groups/marketplaces; skews male for news/sports/tech.

Most-used platforms among adults (share of adults who use each; Pew 2024 baseline applied locally)

• YouTube: ~83%
• Facebook: ~68%
• Instagram: ~47%
• TikTok: ~33%
• Pinterest: ~35%
• LinkedIn: ~30%
• Snapchat: ~27%
• X (Twitter): ~22%
• Reddit: ~22%
• Nextdoor: ~19%

Age groups and likely platform mix

• 18–24: Very high on YouTube; heavy Instagram, TikTok, Snapchat; light Facebook. Strong campus-driven activity (UNCW).
• 25–34: YouTube and Instagram dominant; TikTok strong; Facebook and LinkedIn moderate; Snapchat still relevant.
• 35–49: Facebook and YouTube lead; Instagram solid; TikTok growing; LinkedIn active among professionals.
• 50–64: Facebook and YouTube dominant; Pinterest useful for home, food, DIY; TikTok/Instagram rising but secondary.
• 65+: Facebook first, YouTube second; Nextdoor meaningful in neighborhoods; Instagram/TikTok niche.

Behavioral trends observed locally

• University and tourism effect: Academic-year spikes in 18–24 engagement; seasonal tourism (spring–summer) boosts Instagram/TikTok Reels about beaches, dining, events, and hospitality offers.
• Community groups as hubs: Facebook Groups and Nextdoor drive discovery for local services, lost/found, HOA and neighborhood issues, storm prep, and public safety updates.
• Visual-first discovery: Short-form video (Reels/TikTok) is the top driver for food, beverage, and experience decisions; UGC and creator content outperform brand-only posts.
• Marketplace and deals: Facebook Marketplace and local buy/sell groups are heavily used for furniture, housing sublets, and seasonal gear.
• News and weather: Spikes on Facebook, YouTube, and X during hurricanes, flooding, and traffic incidents; official agencies and local media see rapid share/reshare.
• Timing: Engagement peaks early morning (7–9 a.m.) and late evening (7–10 p.m.); weekend late afternoons for lifestyle content; weekday lunch for campus and downtown content.
• Professional and healthcare presence: Above-average LinkedIn utility due to healthcare, education, logistics, and port-related employers; recruiting content performs well.
• Reviews and trust: Cross-platform behavior is common—users discover on Instagram/TikTok, verify on Google/Maps and Facebook reviews, and check neighborhood chatter on Nextdoor.

Practical implications

• Use YouTube + Facebook as reach foundations; layer Instagram and TikTok for growth and visual storytelling.
• Invest in Facebook Groups and Nextdoor for hyperlocal trust and service discovery.
• Align content calendars to the academic year and peak tourist months; prepare rapid-update workflows for weather and public-safety moments.
• Lean on short-form video, creator partnerships, and UGC for hospitality, retail, and events; use LinkedIn for talent and B2B.