Pickens County

Pickens County, South Carolina — Key Demographics

Population size

• 131,404 (2020 Census; up ~10% from 2010)

Age

• Under 5: ~5%
• Under 18: ~20%
• 65 and over: ~18%
• Median age: ~38 years
• Note: Elevated 18–24 share due to Clemson University presence

Gender

• Female: ~50.6%
• Male: ~49.4%

Racial/ethnic composition (Hispanic is an ethnicity; “White” shown as non‑Hispanic)

• White (non-Hispanic): ~84%
• Black or African American: ~7–8%
• Hispanic or Latino (any race): ~5%
• Asian: ~2–3%
• Two or more races: ~3%
• American Indian/Alaska Native and Native Hawaiian/Other Pacific Islander: <1% combined

Households and income (ACS 2018–2022)

• Households: ~51,000
• Average household size: ~2.45
• Owner-occupied housing rate: ~74%
• Median household income: ~$58,000
• Per capita income: ~$30,000
• Poverty rate: ~14%

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

Pickens County, SC (2024) email landscape:

• Estimated email users: ≈100,000 residents (about 76% of the total population and ~94% of adults), aligning with near‑universal email use among connected adults.
• Age distribution of email users: 13–17: ~5%; 18–24: ~18% (inflated by Clemson University); 25–44: ~30%; 45–64: ~27%; 65+: ~20%. Seniors show strong adoption (≈80–85%), though usage intensity is lower than younger cohorts.
• Gender split: ~49% male, ~51% female, tracking the county’s slight female majority.
• Digital access trends: ~82% of households have a broadband subscription; ~10–12% lack home internet; ~14–16% are smartphone‑only internet users. Device access is broad, with roughly 90% of households having a computer and/or smartphone. Mobile‑first email use is rising, especially in lower‑density areas.
• Local density/connectivity: Population ≈133,000; density roughly 250–260 people per square mile. Fixed fiber/cable coverage is strongest along the Easley–Powdersville–Clemson/US‑123 corridor; more rural northern zones near Table Rock/Jocassee have patchier service, which correlates with greater reliance on smartphones for email.

Mobile phone usage in Pickens County, South Carolina — 2024 snapshot

Key takeaways specific to Pickens County

• Higher-than-state smartphone adoption and a larger share of mobile-only households, driven by the Clemson University student population.
• Strong 5G coverage and capacity along the Easley–Liberty–Central–Clemson (US‑123) corridor; materially weaker coverage and speeds in the mountainous northwestern tracts near Table Rock.
• Seasonal and event-driven mobile traffic spikes (football and campus events) that exceed typical South Carolina patterns, prompting temporary carrier capacity boosts.

User estimates

• Smartphone users: approximately 95,000–110,000 countywide. This reflects roughly 9 in 10 adults using a smartphone, with near-universal uptake among 18–24-year-olds and somewhat lower rates among seniors.
• Households with a smartphone: about 90–94% of households, slightly above the statewide share.
• Mobile-only internet households (cellular data plan but no fixed broadband): approximately 14–17% of households, higher than the statewide average (roughly low‑teens), reflecting student-heavy housing and renter dynamics.
• Households without any internet subscription: about 9–11%, somewhat lower than the state average due to the university area’s connectivity.

Demographic breakdown and usage patterns

• Age:
  • 18–24: Larger share than the state average due to Clemson University. Smartphone adoption exceeds 95%, with heavy app-based usage (streaming, ride-hailing, mobile payments).
  • 25–44: High adoption with strong mobile work and navigation usage among commuters to Greenville–Spartanburg.
  • 65+: Adoption below the county average but rising; more voice/text and telehealth use than high-bandwidth mobile streaming.
• Income and housing:
  • Student renters and lower-income households more frequently rely on prepaid/MVNO plans and mobile-only internet.
  • Owner-occupied, higher-income households are more likely to pair smartphones with fixed home broadband, particularly in Easley and Clemson suburbs.
• Urban–rural split:
  • US‑123 corridor (Easley–Liberty–Central–Clemson): dense 5G coverage, higher median mobile speeds, broad device availability, and abundant public Wi‑Fi.
  • Northern rural tracts (Six Mile northward, Dacusville/Pumpkintown, areas near Table Rock): more LTE-only pockets, lower signal quality indoors, and greater reliance on signal boosters.

Digital infrastructure and performance

• Carrier footprint: AT&T, Verizon, and T‑Mobile all provide 5G along the US‑123 population centers; mid-band 5G is common around Clemson and Easley, while low-band 5G/LTE predominates in sparsely populated mountainous areas.
• Capacity hot spots and congestion: Peak loads on game days and during campus events in Clemson; carriers routinely deploy additional capacity (e.g., COWs) and optimize sectors seasonally—this pattern is more pronounced than the state average.
• Fixed Wireless Access (FWA): 5G-based home internet (T‑Mobile, Verizon) is widely available along the corridor and serves as a primary broadband option for renters and some rural edges, lifting mobile-only household rates above the state norm.
• Coverage gaps: Terrain-driven dead zones and weaker in-building coverage persist near Table Rock State Park and other high-relief areas; emergency services and schools report more frequent signal challenges in those tracts than countywide averages.
• Public connectivity: Higher density of campus and municipal Wi‑Fi in Clemson and Central than typical SC localities, complementing strong handset usage.

How Pickens differs from the South Carolina average

• Demographics: A substantially larger 18–24 cohort yields higher smartphone saturation and heavier per-user mobile data consumption.
• Access pattern: Greater reliance on mobile-only internet and prepaid/MVNO plans than the state as a whole, tied to student and renter profiles.
• Network experience: Better 5G availability and faster median speeds in the US‑123 corridor than comparable mid-sized SC corridors, but a sharper drop-off into mountainous tracts than the typical state county.
• Seasonality: More extreme, predictable congestion spikes around collegiate athletics and academic calendars relative to statewide patterns.

Notes on methodology

• Figures are grounded in 2019–2023 American Community Survey (ACS) county-level computer/internet subscription estimates, FCC broadband/coverage filings through 2024, carrier 5G/FWA availability disclosures, and known local geography and land-use patterns. Ranges reflect aggregation of these sources and the university’s outsized effect on device adoption and plan mix. Exact availability and performance vary by census tract and terrain.

Pickens County, SC social media snapshot (2025)

Population baseline (for estimates)

• Residents: ≈133,000; adults (18+): ≈104,000; gender: ≈51% women, 49% men

Most‑used platforms among adults (estimated share of adults using each; ≈user count)

• YouTube: 83% (≈86k)
• Facebook: 68% (≈71k)
• Instagram: 47% (≈49k)
• Pinterest: 35% (≈36k)
• TikTok: 33% (≈34k)
• LinkedIn: 30% (≈31k)
• Snapchat: 27% (≈28k)
• X (Twitter): 22% (≈23k)
• Reddit: 22% (≈23k)
• WhatsApp: 21% (≈22k) Note: Clemson University’s presence skews usage upward for Instagram, TikTok, and Snapchat versus typical small‑county averages.

Age‑group patterns (adult usage, platform highlights)

• 18–29: YouTube ≈93%; Instagram ≈78%; Snapchat ≈65%; TikTok ≈62%; Facebook ≈49%
• 30–49: YouTube ≈92%; Facebook ≈75%; Instagram ≈53%; TikTok ≈39%; Pinterest ≈43%; LinkedIn ≈37%
• 50–64: Facebook ≈73%; YouTube ≈83%; Pinterest ≈35%; Instagram ≈29%; TikTok ≈24%
• 65+: Facebook ≈62%; YouTube ≈45%; Pinterest ≈27%; Instagram ≈15%; TikTok ≈10%

Gender breakdown (adult usage by platform)

• Higher among women: Facebook ≈75%; Instagram ≈50%; Pinterest ≈50%; TikTok ≈38%; Snapchat ≈31%
• Higher among men: YouTube ≈86%; Reddit ≈29%; X ≈27%; LinkedIn ≈32%
• Platforms with minimal gender gap: WhatsApp ≈22% women/≈20% men; Facebook Messenger is the default chat layer across demographics

Behavioral trends and local insights

• Facebook is the community backbone: local government updates, churches, school athletics, yard sales, and Marketplace drive high daily visits; Groups are the key surface.
• Short‑form video is ascendant: Instagram Reels and TikTok dominate among students/young adults in Clemson, Central, and Clemson‑adjacent areas; cross‑posting to Facebook Reels extends reach to 30–49.
• Messaging behavior: Facebook Messenger is the go‑to for local businesses and residents; WhatsApp usage is concentrated among international students/faculty and some Hispanic communities.
• YouTube is utility‑driven: strong for DIY, trades, outdoor recreation (hiking, fishing, lakes), and product research; skews male and 25+.
• Shopping/discovery: Facebook Marketplace is the first stop for local buy/sell/trade; Instagram Shops influences apparel/boutique purchases among women 18–44.
• Events and sports: spikes in engagement around Clemson sports, festivals, and school events; evening and weekend peaks are pronounced during football season.
• News and alerts: residents rely on Facebook Pages/Groups for breaking local news, weather alerts, and road conditions; X is niche and primarily used for sports and severe‑weather monitoring.
• Neighborhood chatter: Nextdoor exists but trails Facebook Groups; usage concentrates in denser neighborhoods near Clemson, Easley, and Central.

Method note

• Figures are localized estimates applying 2024 U.S. adult platform adoption rates (Pew Research Center) to Pickens County’s adult population (U.S. Census/ACS). Rounding applied; Clemson’s student population likely elevates Instagram/TikTok/Snapchat a few points versus national averages.