Polk County

Key demographics of Polk County, North Carolina

Population

• Total population (2020 Census): 19,328
• 2023 population estimate: ~20,600

Age (ACS 2018–2022)

• Median age: ~52 years
• Under 18: ~19%
• 65 and over: ~31%

Gender (ACS 2018–2022)

• Female: ~52%
• Male: ~48%

Race and Hispanic origin (ACS 2018–2022; Hispanic can be of any race)

• White alone: ~89–90%
• Black or African American alone: ~5–6%
• American Indian and Alaska Native alone: ~0.5–0.7%
• Asian alone: ~0.6–0.8%
• Two or more races: ~3–4%
• Hispanic or Latino (of any race): ~6–7%
• White alone, not Hispanic: ~85%

Households and housing (ACS 2018–2022)

• Households: ~8,800–9,200
• Persons per household: ~2.1–2.2
• Family households: ~60–62% of households
• Owner-occupied housing unit rate: ~80%
• Housing units: ~11,000–11,700

Insights

• Polk County is small, growing moderately since 2020.
• The population is older than the state overall, with roughly one-third aged 65+.
• Demographically, the county is predominantly non-Hispanic White, with small but present Black and Hispanic communities.
• Household size is modest and homeownership is high, typical of rural/micropolitan counties.

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

• Estimated email users: 13,800 adult residents in Polk County (based on 2023 pop. ~20,740; ~84% adults; ~86% adult internet adoption; ~92% of internet users use email).
• Age distribution of email users (reflecting Polk’s older-skewing population): 18–34: 19% (2,600); 35–54: 23% (3,200); 55–64: 18% (2,500); 65+: 40% (5,500).
• Gender split: 52% female (7,200) and 48% male (~6,600), aligning with county demographics and similar adoption by gender.
• Digital access and usage:
  • Households with a computer: ~90%.
  • Households with a broadband subscription: ~82%.
  • No home internet subscription: ~16%.
  • Smartphone-only internet users: ~8% of households, indicating mobile-reliant email access for a notable minority.
• Density/connectivity facts:
  • Population density ~87 people per square mile (area ~239 sq mi).
  • About 9,400 households (~39 per sq mi), which lowers fixed-line economics outside town centers.
  • Broadband coverage is strongest along the I-26/US-74 corridor (Tryon–Columbus), with weaker wireline options in mountainous northern/western tracts (e.g., Saluda/Green River), where mobile networks often backfill access. Insights: High overall email penetration despite rural terrain; the large 65+ share means a substantial portion of email users are seniors, and mobile-only access remains meaningful for lower-density areas.

Mobile phone usage in Polk County, North Carolina: 2025 snapshot

Headline numbers and user estimates

• Population baseline: about 21,000 residents. Adults (18+) are roughly 83% of the population.
• Estimated adult smartphone users: approximately 15,100 (about 86–87% of adults), derived by applying current national age-specific smartphone adoption rates to Polk’s older-skewing age mix.
• Estimated total smartphone users (including teens 12–17): about 16,200–16,400, or roughly three-quarters of all residents.
• Feature phone retention: around 10% of adults are likely on basic/feature phones, several points higher than the statewide profile, reflecting the county’s older age structure.

Demographic breakdown shaping usage

• Age structure (approximate share of total population):
  • 65+: ~31%
  • 50–64: ~22%
  • 30–49: ~18%
  • 18–29: ~12%
  • Under 18: ~17%
• Race/ethnicity (approximate share):
  • Non-Hispanic White ~85%
  • Hispanic/Latino ~6%
  • Black ~4%
  • Other or multiracial ~5%
• Age-driven usage effects:
  • The large 65+ segment (where smartphone ownership rates are mid-70s percent) pulls down overall adoption relative to North Carolina’s statewide adult rate (around 90%).
  • Teens 12–17 (about 1,100–1,200 smartphone users) are highly mobile-first, but the county’s smaller youth share means they do not offset the older tilt.
  • Expect longer device replacement cycles and a higher mix of voice/SMS-centric usage than the state average.

Digital infrastructure and coverage characteristics

• Coverage profile:
  • 4G LTE is prevalent in and around Columbus, Tryon, and Saluda and along the I‑26 and US‑74 corridors.
  • 5G from the national carriers is concentrated along I‑26/US‑74 and in town centers; many valleys and lower-density areas remain LTE-only due to mountainous terrain and sparser site density.
  • Terrain-driven dead zones persist in hollows and along the Saluda Grade/Green River Gorge area; in-vehicle coverage is generally better than indoor coverage outside town centers.
• Network performance:
  • Typical real-world speeds and consistency trail statewide medians because of fewer macro sites per square mile, more challenging RF propagation, and less small-cell deployment compared with urban/suburban NC.
• Cross-border dynamics:
  • The SC border and proximity to the Greenville–Spartanburg market shape retail options and signal footprints; handoffs to South Carolina sites are common near the state line and along interstates.
• Event and corridor demand:
  • Periodic congestion occurs during regional events (e.g., activity near the Tryon International Equestrian Center) and peak travel on I‑26/US‑74, temporarily stressing capacity relative to baseline rural demand.

How Polk County differs from North Carolina overall

• Adoption level: Adult smartphone adoption is a few points lower (mid‑80s percent in Polk vs ~90% statewide), led by a much older median age and a ~30%+ 65+ share.
• Device mix: Noticeably higher basic/feature-phone use and longer device lifecycles than the state average.
• 5G footprint and speeds: 5G availability is more corridor-and-town centered, with lower average speeds and more LTE-only pockets than statewide patterns.
• Reliance patterns: A greater share of users remain voice/SMS-first and less mobile-only for home internet than the state average, consistent with the county’s age profile and settlement pattern.
• Market geography: Cross‑state tower footprints and retail ties to the Upstate SC market are more influential than in most NC counties away from the border, affecting plan selection and roaming behavior.

Bottom line

• Polk County’s mobile landscape is shaped by an older population and mountainous terrain: adoption is high but modestly below the North Carolina norm; coverage is strong along major corridors and in towns but falls off quickly in valleys; and 5G is present yet more limited than the statewide footprint. These factors yield distinct usage patterns—more voice/SMS dependence, slower average speeds, and a higher persistence of basic phones—compared with North Carolina overall.

Polk County, NC — Social media usage snapshot

Overall user stats

• Estimated penetration: 70–75% of residents use social media; among adults, 80–85% are users. Daily users account for roughly 65–72% of all users.
• Device access: Smartphone ownership in rural counties remains high (roughly 80–90% of adults), underpinning mobile-first social behavior.

Most-used platforms (share of adults who use the platform; U.S. benchmarks that closely reflect Polk County’s mix)

• YouTube: ~80–85%
• Facebook: ~65–70% (highest among 50+; dominant local community hub)
• Instagram: ~45–50% (concentrated under 35; growing 35–49)
• TikTok: ~30–35% (skews under 35; lighter among 50+)
• Pinterest: ~30–35% (female-skewed; strong for home, crafts, recipes)
• LinkedIn: ~25–30% (professionals; commuting workforce)
• Snapchat: ~25–30% (teens/20s)
• WhatsApp: ~20–30% (niche; families, international ties)
• X/Twitter: ~20–25% (news/politics niche)
• Reddit: ~20–25% (younger, tech/gaming/outdoors communities)

Age-group usage and platform mix (share using social media; platform highlights)

• 18–29: ~90–95%; heavy on YouTube, Instagram (≈75%+), Snapchat (≈65–70%), TikTok (≈60%+); Facebook lower than older groups
• 30–49: ~85–90%; Facebook (≈75–80%), YouTube (≈90%+), Instagram (≈55–60%), TikTok (≈40–45%)
• 50–64: ~70–80%; Facebook (≈70–75%), YouTube (≈70–75%), Instagram (≈30–35%), TikTok (≈20–25%)
• 65+: ~45–55%; Facebook (≈45–50%), YouTube (≈50–55%), Instagram (≈15–20%), TikTok (≈10–15%)

Gender breakdown

• Overall users: approximately mirrors county population (about 52% female, 48% male) given near-parity adoption.
• Platform skews: Pinterest heavily female (≈70%+ of its users), Instagram and Facebook slight female majority; X/Twitter and Reddit male-leaning (≈60%+); LinkedIn near-balanced.

Behavioral trends in Polk County

• Facebook Groups are the backbone: hyperlocal news, schools/athletics, churches, volunteer fire departments, road/weather alerts, buy/sell and yard-sale groups, and event promotion see the highest engagement.
• Video consumption is strong: YouTube for how‑to, local events, and regional news; short-form video (Reels/TikTok) drives reach in under‑35 segments; Facebook native video resonates with 50+.
• Messaging matters: Facebook Messenger is widely used; WhatsApp pockets exist in multicultural and extended-family networks.
• Timing patterns: Local engagement peaks before work (6–8 a.m.), lunch (11:30 a.m.–1 p.m.), and evenings (7–9 p.m.); weekend mornings perform well for events, markets, and yard sales.
• Commerce and community: High response to service offerings (home repair, landscaping, pet care), real estate, local eateries, and seasonal events. Authentic, community-centric posts (faces, volunteers, pets, weather, school updates) outperform polished creative.
• Regional spillover: Audiences overlap with Henderson/Transylvania (NC) and Spartanburg/Greenville (SC) media markets; cross-county interests (outdoors, equestrian, arts) broaden reach.
• Trust dynamics: Information shared by known locals/community groups garners higher engagement than institutional pages; screenshot sharing of local news is common when articles are paywalled.

Practical implications

• To reach most residents, prioritize Facebook (feed + Groups + Messenger) and YouTube; add Instagram for 18–44 and TikTok for under‑35 reach.
• Use event-driven content, short videos, and Group-centric posting. For recruitment or youth programs, lean into Instagram Reels/TikTok; for services and civic info, lead with Facebook and YouTube.
• Geo-targeting radii of 10–25 miles efficiently capture Polk plus adjacent towns; evening and weekend scheduling aligns with peak engagement.

Notes on figures

• Platform percentages reflect current U.S. adult adoption levels (Pew-style benchmarks) and are a reliable proxy for Polk County; Polk’s older age profile modestly lifts Facebook share and trims Instagram/TikTok compared with national averages.