Westmoreland County

Key demographics – Westmoreland County, Pennsylvania

Population

• Total: 354,663 (2020 Census)
• Change since 2010: −2.9% (2010: 365,169)

Age

• Median age: ~46 years (ACS 2018–2022)
• Under 18: ~19%
• 18–64: ~57%
• 65 and over: ~24%

Gender

• Female: ~51.4%
• Male: ~48.6%

Race/ethnicity (ACS 2018–2022)

• White alone: ~93%
• Black or African American alone: ~2–3%
• Asian alone: ~1%
• Two or more races: ~3%
• Hispanic or Latino (any race): ~2%
• White alone, not Hispanic or Latino: ~91–92%

Households (ACS 2018–2022)

• Total households: ~153,000
• Persons per household (avg): ~2.3
• Family households: ~61%
• Married-couple households: ~47%
• Nonfamily households: ~39%
• One-person households: ~30%
• Households with children under 18: ~24%
• Households with someone 65+ living alone: ~14%
• Owner-occupied housing unit rate: ~77%; renter-occupied: ~23%

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

Westmoreland County, PA (about 354,000 residents; density about 342 per sq mi) has an estimated 251,000 adult email users (about 88% of adults). Age penetration: 18-29 about 95%, 30-49 about 96%, 50-64 about 90%, 65+ about 84%. Gender split among users mirrors the adult population: about 51% female, 49% male.

Digital access: about 87% of households maintain a home broadband subscription and over 90% have a computer or smartphone; roughly 1 in 10 are smartphone-only for internet. Email is checked predominantly on mobile by younger adults, while older adults lean on PCs/tablets, contributing to slightly lower use among 65+.

Connectivity and density: Population is concentrated in Hempfield, North Huntingdon, Murrysville, Greensburg, and Latrobe, where cable and fiber options are common; rural eastern townships remain more reliant on DSL or fixed wireless, which correlates with lower email adoption. FCC mapping indicates countywide fixed broadband coverage is widespread, with high availability along US-30, US-22, and the I-76 corridor, and strong 4G/5G coverage supporting mobile email use.

Mobile phone usage snapshot: Westmoreland County, Pennsylvania (2023–2024)

User estimates (adults 18+)

• Adult population: ~283,000 (out of ~354,000 total residents)
• Adults with any mobile phone: ~269,000 (≈95% of adults)
• Adult smartphone users: ~234,000 (≈83% of adults)
• Adult feature‑phone users (mobile but not smartphone): ~35,000 (≈12% of adults)

How these were derived: county population and age structure aligned to recent Census estimates for Westmoreland; age‑specific mobile/smartphone adoption rates applied from current national research. Totals are rounded.

Demographic breakdown (adults)

• By age cohort (approximate counts and smartphone adoption):
  • 18–29: ~46,000 adults; ~44,000 smartphone users (≈96%)
  • 30–49: ~85,000 adults; ~81,000 smartphone users (≈95%)
  • 50–64: ~74,000 adults; ~61,000 smartphone users (≈83%)
  • 65+: ~78,000 adults; ~48,000 smartphone users (≈61%)
• Age is the decisive factor locally. Westmoreland’s older age profile (about 28% of adults are 65+) pulls overall smartphone adoption several points below the Pennsylvania average (mid‑80s percent statewide vs ≈83% here).
• Income and plan mix: A higher share of cost‑sensitive and senior lines (e.g., MVNOs, prepaid, and talk‑text plans) than statewide. That mix, plus longer device replacement cycles among older users, sustains a larger base of LTE‑only and feature‑phone devices than the Pennsylvania average.
• Urban/suburban vs rural: Smartphone and 5G uptake are highest in the suburban west (Hempfield Township, Murrysville, New Kensington, Greensburg/Latrobe area) and lower east of US‑119 (Ligonier Valley, Derry/Donegal), reflecting coverage quality and income differences.

Digital infrastructure and coverage

• Carrier presence: AT&T, Verizon, and T‑Mobile all operate 4G LTE and 5G NR across the county. Population coverage for 5G is strong along the US‑30, US‑22, I‑70, and I‑76 corridors and in/around Greensburg, Latrobe, New Kensington, Murrysville, and Monessen.
• 5G layers in use: Mid‑band 5G (T‑Mobile n41; Verizon/AT&T C‑band) is the primary performance layer countywide. Low‑band (n5/n71) provides reach into rural areas. Millimeter‑wave 5G is minimal to nonexistent in typical county settings.
• Performance pattern: Suburban west and major corridors commonly see triple‑digit Mbps 5G during off‑peak hours; interior valleys and ridge lines in the east still drop to LTE or weak 5G, with noticeable capacity constraints at peak times.
• Known weak/patchy areas: Ligonier Valley, portions of Derry and Donegal Townships, and some river valleys (Kiskiminetas, Youghiogheny) retain LTE‑only or marginal indoor service without boosters.
• Backhaul/fiber: Multiple regional fiber routes (PA Turnpike and US‑30 corridors) and Pittsburgh‑area carrier‑neutral facilities feed Westmoreland sites. Backhaul is strongest in the western half of the county, enabling denser mid‑band 5G and higher cell‑site capacity than in the eastern highlands.
• Fixed wireless: 5G home internet (Verizon, T‑Mobile) is broadly marketed in suburban tracts and sporadically available east of US‑119. Adoption is notably higher than the state average in cable/fiber gaps, which also reduces mobile data congestion in those locales by offloading to FWA.
• Public safety: FirstNet (AT&T Band 14) covers major highways and hospital campuses (e.g., Greensburg/Latrobe). In‑building coverage remains variable in older structures; DAS and boosters are deployed in larger venues (e.g., Westmoreland Mall, college/athletic facilities around Latrobe).

Trends that differ from Pennsylvania overall

• Lower smartphone penetration: County adult smartphone adoption (~83%) sits a few points below the statewide mid‑80s, driven by a larger 65+ population and longer device upgrade cycles.
• More legacy/LTE devices: A higher share of feature phones and LTE‑only smartphones than the state average; practical implications include more reliance on voice/SMS and lower per‑line data consumption.
• Plan mix skews value/prepaid: MVNO and prepaid adoption are moderately higher than statewide due to age and income mix, as well as variable 5G performance in the east.
• Coverage asymmetry: Compared with Pennsylvania’s larger metros, Westmoreland has less mmWave and fewer ultra‑dense small‑cell zones; performance depends more on macro mid‑band coverage and backhaul along key corridors.
• Higher relative uptake of fixed wireless for home broadband in underserved pockets, which is less pronounced in fiber‑rich southeastern Pennsylvania.

Key takeaways

• Approximately 269,000 adults in Westmoreland use a mobile phone, including about 234,000 smartphone users; both figures are slightly lower in penetration rate than Pennsylvania overall because of the county’s older age structure and mixed rural topography.
• Mobile experience is strongest along I‑70/I‑76/US‑30/US‑22 and in suburban municipalities; LTE‑only pockets persist in the eastern townships and valleys.
• Carrier investments emphasize mid‑band 5G and backhaul along major corridors; mmWave remains rare. Fixed‑wireless fills access gaps more visibly here than in many Pennsylvania counties.

Social media usage in Westmoreland County, PA (2024–2025 snapshot)

Overview

• Population: ~354,000 residents (U.S. Census Bureau estimates)
• Adults (18+): ~287,000
• Any social media use (adults): ~82% → ~235,000 adult users

Most-used platforms (adult reach; applying 2024 U.S. adoption rates to the county’s adult base)

• YouTube: 83% of adults (~238,000)
• Facebook: 68% (~195,000)
• Instagram: 47% (~135,000)
• Pinterest: 35% (~100,000)
• TikTok: 33% (~95,000)
• LinkedIn: 30% (~86,000)
• WhatsApp: 29% (~83,000)
• Snapchat: 27% (~78,000)
• X (Twitter): 22% (~63,000)
• Reddit: 22% (~63,000)

Age groups

• County skews older than the U.S. average, with a large 50+ and 65+ population; this amplifies Facebook and YouTube usage relative to Instagram/TikTok.
• Teens (13–17): Snapchat, TikTok, Instagram dominate; YouTube near-universal.
• 18–29: Heavy on YouTube, Instagram, TikTok; Snapchat remains strong for messaging.
• 30–49: Facebook and YouTube lead; Instagram usage solid; TikTok growth noticeable but secondary.
• 50–64: Facebook and YouTube dominate; Pinterest usage is meaningful; LinkedIn used by professionals.
• 65+: Facebook is the primary network; YouTube used for news/how‑to and entertainment.

Gender breakdown

• Overall social media user base roughly mirrors county demographics: ~51% female, ~49% male.
• Platform skews: Pinterest strongly female; Instagram and Snapchat slightly female; Reddit and X skew male; Facebook broadly balanced with a slight female tilt.

Behavioral trends

• Community-first usage: Strong reliance on Facebook Groups/Pages for boroughs/townships, school districts, volunteer fire departments, youth sports, local events, and lost‑and‑found. Marketplace has high activity for yard sales and secondhand goods.
• Video consumption: YouTube for how‑to, home projects, local sports, and church/community content; short‑form video (Reels/Shorts/TikTok) increasingly used by local businesses and events.
• Local news and alerts: Frequent sharing of stories from TribLive/Tribune‑Review, KDKA, WTAE; road closures, weather, and public safety updates draw high engagement.
• Shopping and services: Strong response to practical offers—coupons, seasonal services (home/auto), restaurant specials, and event tickets; click‑to‑call and directions conversions perform well.
• Timing: Engagement is highest evenings and early mornings; weekend activity clusters around community events and high school/college sports.
• Tone and trust: Civic and school-related posts perform consistently; overtly political content is polarized and heavily moderated in neighborhood groups; businesses that show community involvement and sponsor local causes gain outsized goodwill.

Notes on methodology

• Adult base from U.S. Census Bureau ACS estimates for Westmoreland County; platform percentages from Pew Research Center’s 2024 U.S. social media adoption. Local counts are proportional estimates intended for planning and benchmarking.