Horry County

Horry County, South Carolina — Key Demographics (U.S. Census Bureau)

Population size

• 2023 estimate: ~414,600
• 2020 Census: 365,775 (+13% since 2020)

Age

• Under 18: ~19–20%
• 65 and over: ~25–26%

Gender

• Female: ~51–52% (male ~48–49%)

Racial/ethnic composition

• Non-Hispanic White: ~73%
• Black or African American: ~13–14%
• Hispanic or Latino (any race): ~7–8%
• Two or more races (non-Hispanic): ~3%
• Asian (non-Hispanic): ~1.5–1.7%
• American Indian/Alaska Native (non-Hispanic): ~0.5–0.7%
• Native Hawaiian/Other Pacific Islander (non-Hispanic): ~0.1%

Household data

• Households: ~171,000 (ACS 5-year)
• Persons per household: ~2.3–2.4

Insights

• One of South Carolina’s fastest-growing counties since 2020.
• Older age profile: roughly 1 in 4 residents is 65+, well above the U.S. share.
• Smaller household size than the U.S. average, reflecting a sizable retiree and seasonal-resident population.

Horry County, SC (2023 pop. ~383,000) shows very high email adoption driven by broad internet access and a large retiree base.

Estimated email users: ~288,000 adults (about 92% of residents 18+). Age split of adult email users:

• 18–34: ~69,000 (24%)
• 35–64: ~127,000 (44%)
• 65+: ~92,000 (32%)

Gender split of email users: ~51% female, 49% male (mirroring county demographics).

Digital access and trends:

• About 86% of households have a broadband subscription and over 90% have a computer (ACS 2018–2022).
• Smartphone-only internet households are roughly 16–18%, supporting high mobile email use.
• Fixed broadband at 25/3 Mbps reaches well over 95% of locations; 100/20 Mbps is near 90%, with gigabit concentrated along the Myrtle Beach–Conway corridor (FCC maps).
• Rapid in-migration and a sizable 65+ population (~26%) sustain heavy email use across ages, though rural western/northern tracts show lower subscription rates and speeds.

Local density/connectivity:

• Overall density roughly 330–340 people per square mile; coastal tracts exceed 1,500 per square mile, while inland rural areas can be under 100, shaping access gaps and reliance on mobile connectivity.

Summary of mobile phone usage in Horry County, South Carolina

Headline view

• Horry County is a high-adoption, mobile-centric market with usage shaped by an older year‑round population, strong in‑migration, and heavy seasonal tourism along the Grand Strand. Compared with South Carolina overall, the county shows slightly higher reliance on cellular data as a primary home internet option, a somewhat older user base, and sharper seasonal peaks in mobile traffic.

User estimates

• Estimated smartphone users: approximately 290,000 county residents. Basis: 2023 population in the low‑380,000s, ACS age structure (heavier 18+ share and larger 65+ cohort than the state), and Pew Research 2023 smartphone ownership rates applied by age segment.
• Households with a smartphone: about 157,000 households, or roughly 89% of the county’s ~176,000 households (American Community Survey, Computer and Internet Use, S2801).
• Households relying on cellular-only home internet (cellular data plan but no fixed broadband): about 10% of households in Horry versus roughly 7% statewide (ACS S2801), equating to ~17,000 cellular‑only households locally.
• Overall mobile lines: on the order of the county’s population, with additional lines for wearables, tablets, and hotspots common among seasonal residents and businesses; carriers plan for peak seasonal loads that far exceed the resident base due to tourism.

Demographic breakdown relevant to mobile usage

• Older population profile: Residents 65+ account for roughly a quarter of Horry County versus under one‑fifth statewide (ACS S0101). This tilts the mix toward large‑screen devices and plan features important to older users (e.g., voice reliability, emergency services integration) and slightly lowers per‑capita app‑centric usage relative to younger counties.
• Income and housing mix: Median household income is modestly below or near the state median, and the county has an elevated share of seasonal/vacation housing along the coast. Seasonal units and second homes are more likely to use mobile hotspots or fixed‑wireless 5G rather than wired broadband, lifting cellular‑only adoption relative to the state.
• Migration and tourism: The Grand Strand draws tens of millions of visits annually, producing sharp, predictable spikes in mobile demand during peak seasons and along US‑17, Myrtle Beach, North Myrtle Beach, Surfside, and Garden City.

Digital infrastructure points

• Coverage: Near‑ubiquitous 4G LTE outdoors countywide and extensive 5G NR along the coastal corridor, with mid‑band 5G concentrated around Myrtle Beach, North Myrtle Beach, Conway, Carolina Forest, and major travel arteries. Inland/rural pockets north and west of Conway can trend toward low‑band 5G/LTE with lower capacity.
• Capacity planning: All three national carriers have deployed additional small cells, C‑band/mid‑band sites, and temporary capacity (COWs/COLTs) to manage peak tourist seasons and event traffic along the beachfront and entertainment districts.
• Fixed‑wireless access (FWA): 5G FWA availability is broad in the coastal urbanized area and is increasingly used in inland communities where cable/fiber competition is thinner, raising household dependence on mobile networks versus the state average.
• Resilience: Coastal risk (hurricanes, flooding) drives investment in backup power, microwave backhaul redundancy, priority/public‑safety services, and rapid‑deployment assets to maintain voice/SMS and data during storms and evacuations.

How Horry County trends differ from state-level

• Higher cellular-only share: A larger slice of households rely on cellular data as their sole home connection (≈10% vs ≈7% statewide), influenced by seasonal housing, rural edges, and the availability of 5G FWA.
• Older user base: A bigger 65+ population moderates certain app‑heavy behaviors and raises the importance of coverage and voice reliability; however, overall smartphone penetration remains near nine in ten households, roughly in line with the state.
• Stronger seasonal peaks: Tourism creates larger, more localized capacity surges than typical elsewhere in South Carolina, especially along the Grand Strand corridor.
• Slightly lower fixed broadband take‑up: Household broadband subscription rates are a bit lower than the state average, with mobile networks filling part of the gap.
• Infrastructure concentration: Mid‑band 5G density is higher along the coast than in the county’s rural interior, producing a starker coastal–inland performance gradient than seen in many non‑coastal SC counties.

Key statistics cited are drawn primarily from the U.S. Census Bureau’s American Community Survey (S2801: Computer and Internet Use; S0101: Age) and Pew Research Center’s 2023 smartphone ownership figures, with infrastructure observations aligned to 2024 FCC mobile coverage data and carrier public coverage disclosures.

Horry County, SC — social media snapshot (2024)

Baseline

• Population: ~383,000 (U.S. Census Bureau, ACS 2022). Female ~51%, male ~49%.
• Estimated residents age 13+: ~335,000.
• Estimated social media users (13+): ~225,000–250,000 (roughly two-thirds of 13+), derived by weighting Horry County’s age mix to current Pew adoption by age.

Most-used platforms in Horry County (share of residents 13+)

• YouTube: ~73%
• Facebook: ~63%
• Instagram: ~37%
• TikTok: ~30%
• Pinterest: ~30%
• LinkedIn: ~22%
• Snapchat: ~19%
• X (Twitter): ~17%
• WhatsApp: ~17%
• Reddit: ~15% Notes: Percentages modeled from Pew Research Center 2023–2024 platform adoption by age, combined with Horry County’s older-skewing demographics; rounded to nearest whole number.

Age-group patterns (share of each platform’s local user base)

• Facebook: ≈59% age 45+; strongest hold among 65+ (≈28% of users).
• YouTube: ≈51% age 45+; widely used across all ages.
• Instagram: ≈48% under 35; mid-age growth via Reels.
• TikTok: ≈50% under 35; strongest among 18–34.
• Snapchat: Majority under 35; concentrated among high school/college-age.
• Pinterest: Skews 25–54, with meaningful 45–64 planning/DIY use.
• LinkedIn: Heaviest 25–44 (working-age professionals).

Gender breakdown (share of platform users)

• Pinterest: ~75% female, 25% male
• TikTok: ~58% female, 42% male
• Snapchat: ~60% female, 40% male
• Instagram: ~54% female, 46% male
• Facebook: ~54% female, 46% male
• YouTube: ~48% female, 52% male
• X (Twitter): ~40% female, 60% male
• Reddit: ~33% female, 67% male
• LinkedIn: ~46% female, 54% male Notes: Gender skews reflect Pew Research Center’s national user profiles applied locally.

Behavioral trends observed locally

• Community-first Facebook usage: Large, active neighborhood and “Myrtle Beach area” groups drive recommendations, lost-and-found, local services, real estate, and event discovery. Facebook Marketplace is a major local buying/selling channel.
• Seasonal surges: Engagement spikes late spring–summer (tourism season). Hospitality, attractions, dining, and beach-related content see outsized reach on Instagram Reels and TikTok during May–August; storm prep/evacuation info surges during tropical weather.
• Video-centric consumption: YouTube has broad reach, including older residents streaming via smart TVs; how-to, DIY/home improvement, fishing/boating, real estate tours, and local news recaps perform well. Short-form video (Reels/TikTok/Shorts) is the most reliable cross-platform format.
• Younger cohorts: TikTok, Instagram, and Snapchat usage clusters around Coastal Carolina University and area high schools; nightlife, food, and job-post content convert best with UGC-style short video and geotags.
• Information utility: Facebook and X are primary channels for Horry County government, public safety, schools, traffic, and weather updates; quick reposting and comment threads amplify local alerts.
• Visual lifestyle: Instagram and Pinterest over-index for coastal lifestyle, weddings/events, home decor and renovation, beach rentals, and seasonal fashion; save/plan behavior on Pinterest is high for projects and trips.
• Local discovery mechanics:
  • Facebook: groups + events + Marketplace dominate discovery and conversion for local SMBs.
  • Instagram/TikTok: geo-tagging, Reels, and creator collabs drive tourist footfall and hospitality bookings.
  • Reviews/word-of-mouth: Comment threads and group polls strongly influence local service choices.

Key takeaways

• Reach at scale: YouTube (73%) and Facebook (63%) are the only platforms with true county-wide reach, especially for adults 45+.
• Growth channels for under-35: TikTok (30%) and Instagram (37%) deliver outsized engagement with short-form video, particularly in-season.
• Women-led intent: Pinterest (~30%) is a high-intent planner channel for home, events, and lifestyle; creative and seasonal boards convert.
• News and alerts: Facebook and X remain essential for timely local information and public-sector messaging.

Sources and method

• U.S. Census Bureau, American Community Survey (ACS) 2022 for Horry County population and age structure.
• Pew Research Center Social Media Use (2023–2024) for platform adoption by age and gender.
• Local percentages are modeled by weighting Pew’s age/gender adoption rates to Horry County’s demographic profile; figures are rounded and presented as best-available 2024 estimates.