Lincoln County

Lincoln County, Oregon – Key demographics

Population size

• 50,862 (2020 Census)

Age (ACS 2019–2023, 5-year)

• Median age: ~49.6 years
• Under 18: ~17–18%
• 18–64: ~54%
• 65 and over: ~28–29%

Sex (ACS 2019–2023)

• Female: ~50–51%
• Male: ~49–50%

Race/ethnicity (ACS 2019–2023; mutually exclusive categories)

• Non-Hispanic White: ~80%
• Hispanic or Latino (any race): ~11%
• Two or more races (non-Hispanic): ~5%
• American Indian/Alaska Native (non-Hispanic): ~2%
• Asian (non-Hispanic): ~1%
• Black or African American (non-Hispanic): ~1% (≤1%)
• Native Hawaiian/Other Pacific Islander (non-Hispanic): <1%

Households and housing (ACS 2019–2023)

• Total households: ~22,300
• Average household size: ~2.2
• Family households: ~58% of households
• Married-couple households: ~45% of households
• Nonfamily households: ~42%
• Tenure: ~66% owner-occupied, ~34% renter-occupied

Key insights

• Older age profile: nearly three in ten residents are 65+, and median age is about 50.
• Predominantly non-Hispanic White with a notable Hispanic/Latino community (~1 in 9 residents).
• Small household size and a high share of nonfamily households reflect coastal, retirement-oriented demographics.

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2019–2023 5-year estimates.

Lincoln County, Oregon — email usage snapshot

• Population and density: 50,862 residents (2020 Census) across ~980 sq mi of land ≈ 52 people per square mile (low-density coastal/rural mix centered on the US‑101 corridor).
• Estimated email users (13+): ≈40,800.
  • By age (users): 13–17 ≈2.4k; 18–34 ≈8.5k; 35–64 ≈17.4k; 65+ ≈12.5k. Assumes high U.S. email adoption rates by age (teens ~85%, 18–34 ~98%, 35–64 ~95%, 65+ ~88%) applied to local age structure (older‑skewing county).
• Gender split among email users: 51% female (20.8k), 49% male (20.0k), reflecting the county’s slightly female‑leaning population and near‑parity email adoption by gender nationally.
• Digital access and trends (ACS/FCC-pattern benchmarks for the county):
  • Households with a computer: ~90%+.
  • Broadband subscription (fixed or cellular): ~85%.
  • No home internet subscription: ~12%.
  • Smartphone‑only internet households: ~10–12%.
  • Implications: Strong email reach via both fixed broadband and mobile; inland/rural pockets (outside Newport, Lincoln City, Waldport, Toledo) show lower fixed‑line availability, but mobile coverage sustains basic access.
• Insight: Despite low population density and a large 65+ cohort, email penetration remains high; campaigns should be mobile‑friendly and accessible, with special consideration for older adults and rural addresses where fixed broadband is less consistent.

Summary of mobile phone usage in Lincoln County, Oregon (distinctive patterns vs statewide)

User estimates

• Population base: ~50,000 residents (2020 Census benchmark; county has remained near this level through 2024). Adults comprise a larger-than-average share due to an older age profile.
• Estimated smartphone users: ~38,000 residents use a smartphone (method: ~42,000 adults x ~85% adult adoption + ~2,700 teens 13–17 x ~90% teen adoption).
• Household smartphone penetration: Approximately 86–88% of Lincoln County households have at least one smartphone, a few points below Oregon’s statewide rate (~91–93%).
• Mobile-only internet households: Roughly 11–13% of households rely on a cellular data plan as their only home internet connection, materially higher than the statewide share (~6–8%). This elevated “cellular-only” reliance is a defining difference from the state overall.

Demographic breakdown (how usage differs from Oregon overall)

• Older population footprint: About 28–30% of residents are 65+, versus roughly 18–20% statewide. Smartphone adoption among seniors is notably lower than among working-age adults, pulling down the county’s overall adoption by an estimated 3–5 percentage points versus Oregon.
• Income and plan mix: Median household income is lower than the Oregon median, and the share of prepaid and budget data plans is higher. This contributes to the higher mobile-only internet rate and more frequent data-capping behaviors than the statewide average.
• Race/ethnicity: The county is predominantly White non-Hispanic with a smaller but meaningful Hispanic/Latino community and the federally recognized Confederated Tribes of Siletz Indians. Smartphone reliance as a primary internet device is comparatively elevated among lower-income and Hispanic households, aligning with the higher mobile-only rate observed locally.
• Seasonal dynamics: Tourism significantly expands the daytime and weekend mobile user base in Newport, Lincoln City, Depoe Bay, and along US‑101 in summer months, amplifying peak-period congestion more than is typical statewide.

Digital infrastructure and performance (county-specific conditions)

• Coverage profile:
  • 4G LTE: Broad population coverage along the coast and primary corridors (US‑101, OR‑20), with inland canyons and forested valleys (e.g., around Siletz, Tidewater, Yachats River Valley) showing persistent dead zones or single‑carrier pockets.
  • 5G: Deployed by all three national carriers in population centers (notably Newport and Lincoln City) but with thinner site density than urban Oregon. Practical 5G population coverage is substantial in towns yet drops quickly outside them; land‑area coverage lags the state.
• Typical speeds and capacity:
  • In‑town median downloads commonly fall in the 35–80 Mbps range, with 5G peaks above 100 Mbps in the densest sectors; inland valleys often see 5–20 Mbps or fallback to 3G/low‑band 4G. By comparison, Oregon’s urban corridor routinely posts higher medians (roughly around 100+ Mbps).
  • Peak‑season demand along the coast produces noticeable mid‑day and weekend slowdowns, a pattern more pronounced than in most inland counties.
• Site density and backhaul:
  • Macro towers line US‑101 and OR‑20; fewer inland sites and complex terrain lower signal quality indoors and behind ridgelines. Building penetration is a recurring issue for users in older coastal construction.
  • Fiber backhaul is strongest into coastal towns; some inland sectors depend on microwave or single‑path fiber, creating vulnerability to congestion and weather‑related outages. As a result, residents report higher reliance on Wi‑Fi calling and signal boosters than typical statewide.
• Public safety and resilience:
  • AT&T/FirstNet has prioritized coverage on evacuation and freight routes (US‑101, OR‑18/20), but redundancy inland is limited. Wild weather and landslides can isolate segments and degrade mobile service more often than in Oregon’s valley metros.
• Community and anchor connectivity:
  • Libraries, schools, and tribal/community centers provide critical Wi‑Fi offload that reduces mobile network strain. Utilization of these anchors is higher during tourist surges and service disruptions than the statewide norm.

Key ways Lincoln County differs from Oregon overall

• Slightly lower overall smartphone penetration, driven by an older age mix and terrain‑limited coverage.
• A materially higher share of mobile‑only home internet households (roughly 1.5–2x the statewide rate), reflecting income mix, limited wired alternatives in some pockets, and practical convenience for renters/seasonal workers.
• Lower typical mobile speeds and more coverage variability due to rugged topography and thinner 5G site density outside towns.
• Stronger seasonal swings in network load from tourism, with more frequent congestion on coastal corridors and in beach‑adjacent neighborhoods.
• Higher household reliance on Wi‑Fi calling, signal boosters, and public Wi‑Fi to compensate for indoor coverage and backhaul constraints.

Sources and methodology

• Estimates combine U.S. Census/ACS 5‑year “Computer and Internet Use” indicators (including smartphone and cellular‑only subscription measures), Oregon Broadband Office reporting, FCC mobile coverage filings, and aggregated speed/performance observations from major public datasets in 2023–2024. Figures are rounded for clarity and expressed as county‑level approximations where direct counts are not published.

Lincoln County, OR — social media usage snapshot (2024–2025)

Population baseline

• Residents: ≈51,000 (U.S. Census Bureau, 2023 estimate)
• Adults (18+): ≈42,500 (≈83% of population)
• Age tilt: Older than the U.S. average; roughly 28–30% are 65+ and ~17% are under 18 (ACS 5‑year profiles)
• Gender: ~50–51% female, ~49–50% male (U.S. Census QuickFacts)

Estimated social media users

• Overall users (age 13+): ≈37,000 (≈72–73% penetration; benchmarked to DataReportal/Hootsuite 2024 U.S. penetration)
• Note: Figures below model Lincoln County’s likely platform reach by applying Pew Research Center 2024 U.S. adult usage rates to the county’s adult population; the county’s older age structure likely lifts Facebook and slightly dampens TikTok/Snapchat versus the national average.

Most‑used platforms among adults (modeled local reach)

• YouTube: 83% of adults (35k)
• Facebook: 68% (29k)
• Instagram: 47% (20k)
• Pinterest: 35% (15k)
• TikTok: 33% (14k)
• LinkedIn: 30% (13k)
• Snapchat: 30% (13k)
• WhatsApp: 29% (12k)
• X/Twitter: 22% (9k)
• Reddit: 22% (9k)
• Nextdoor: commonly used in homeowner/retiree neighborhoods; local penetration likely in the mid‑teens to ~20%, above the national baseline in similar small/coastal counties

Age group patterns (what people use)

• Teens/young adults (13–29): Heavy on Instagram, Snapchat, TikTok; YouTube is ubiquitous. Facebook used mainly for events/groups and family.
• 30–49: Cross‑platform; Facebook (including Groups), Instagram, YouTube core; TikTok growing. WhatsApp used for family, shift‑work, and multilingual circles.
• 50–64: Facebook and YouTube dominate; Pinterest for projects/recipes; LinkedIn for career networking; limited TikTok uptake.
• 65+: Facebook first (friends/family, local groups), YouTube second (news, how‑tos, hobbies); Nextdoor used for neighborhood info.

Gender breakdown (who over‑indexes where)

• Women: Over‑represented on Facebook, Instagram, Pinterest; drive local groups, parenting/school pages, buy/sell/trade, event discovery.
• Men: Over‑represented on YouTube, Reddit, X; strong in fishing/boating, DIY/outdoors, local sports, civic discussions.
• County baseline gender split is close to 50/50, so platform skews are driven more by platform norms than local demographics.

Behavioral trends specific to Lincoln County

• Facebook Groups are the community hub: hyperlocal news, emergency updates (storms/king tides/wildfire/tsunami readiness), lost & found, road conditions, housing leads, and seasonal employment.
• Tourism seasonality shapes content: Spring–summer spikes in Instagram/TikTok for beaches, trails, whale‑watching, dining; hospitality businesses rely on Reels/shorts and story ads.
• Video first: Short‑form video (Reels/TikTok/Shorts) outperforms static posts for attractions, events, and “what’s happening this weekend” content.
• Event‑ and weather‑driven surges: Severe weather, closures, and festivals produce sharp engagement spikes; timely posts from local government, schools, utilities, and news pages see the highest organic reach.
• Marketplace and local commerce: Facebook Marketplace and buy/sell/trade groups are primary channels for second‑hand goods, vehicles, boats, tools, and rentals.
• Neighborhood coordination: Nextdoor used for contractor referrals, neighborhood safety, community meetings, and HOA/civic notices—especially in homeowner‑heavy areas.
• Messaging: Facebook Messenger is the default for customer service; WhatsApp adoption is material within multilingual/service industry networks.

Key takeaways

• Facebook and YouTube are the reach pillars; expect above‑average Facebook dependence due to the county’s older age profile.
• Instagram and TikTok are essential for tourism‑facing brands and youth outreach; prioritize short‑form video and geotagging.
• Lean into Facebook Groups and timely, utility‑driven posts for community impact; pair with Messenger for response handling.
• Use seasonal calendars: load content ahead of peak visitor weekends and weather events to ride engagement surges.

Sources and methods

• Population and demographics: U.S. Census Bureau QuickFacts and ACS (Lincoln County, OR).
• Platform usage rates: Pew Research Center, Social Media Use in 2024 (U.S. adults).
• Overall social penetration: DataReportal/Hootsuite, Digital 2024 (U.S.).
• Local platform reach figures are modeled estimates applying national usage rates to Lincoln County’s adult population and adjusted qualitatively for the county’s older age mix.