Richland County

Richland County, South Carolina — key demographics

Population

• 416,147 (2020 Census)

Age

• Median age: 33.6 years (ACS 2018–2022)
• Distribution: 20.5% under 18; 14.3% 18–24; 29.8% 25–44; 22.0% 45–64; 13.4% 65+ (ACS 2018–2022)

Gender

• 47.7% male; 52.3% female (ACS 2018–2022)

Race and ethnicity (alone or in combination; Hispanic is of any race)

• Black or African American: 48.1%
• White (non-Hispanic): 40.6%
• Hispanic or Latino: 6.6%
• Asian: 2.8%
• Two or more races: 2.9%
• Other (including American Indian/Alaska Native, Native Hawaiian/Other Pacific Islander): 0.7% (ACS 2018–2022)

Households and families

• Households: ~169,000
• Average household size: 2.43
• Family households: 58% (about 35% married-couple)
• Nonfamily households: 42% (about 33% single-person)
• Households with children under 18: ~28%
• Housing tenure: ~57% owner-occupied; ~43% renter-occupied (ACS 2018–2022)

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

Richland County, SC snapshot (estimates based on 2023–2024 ACS, FCC, and Pew benchmarks):

• Estimated email users: ~360,000 residents use email at least monthly (≈85–90% of the population; ≈90% of adults).
• Age distribution of email users:
  • 13–24: ~24%
  • 25–44: ~36%
  • 45–64: ~26%
  • 65+: ~14% Adoption is near-universal among 25–64, slightly lower for 65+.
• Gender split among users: ~52% female, ~48% male, mirroring county demographics.
• Digital access trends:
  • ≈88–90% of households subscribe to broadband; ≈93–95% have any internet subscription.
  • Smartphone-only internet households: ≈12–15%, skewing younger and lower-income.
  • Most populated tracts have 100+ Mbps fixed broadband; gigabit via cable/fiber is widely available in and around Columbia, with slower options persisting in a few rural fringes.
• Local density/connectivity context:
  • Population ≈420,000; density ≈550 people per square mile, with urban Columbia tracts >2,000/sq mi supporting strong fixed and mobile coverage.

Insight: Email is a reliable, near-universal channel for adults countywide, with the deepest reach among 25–64 and minimal gender skew; connectivity supports high deliverability, with attention needed for older adults and smartphone-only segments.

Richland County, SC: mobile phone usage snapshot (what’s distinctive vs. the state)

Scale and user estimates

• Population and households: ~423,000 residents and ~171,000 households (ACS 2018–2022 5‑year; rounded).
• Adult smartphone users: ~300,000 adults (estimate = ~334,000 adults 18+ × ~90% adult smartphone adoption per Pew 2023).
• Households with at least one smartphone: ~157,000 (≈92% of households; ACS S2801 2018–2022).
• Smartphone-dependent (cellular-only) households: ~27,000 (≈16% of households report a cellular data plan with no wireline broadband; ACS S2801 2018–2022).

How Richland differs from South Carolina overall

• Higher fixed broadband adoption and lower mobile-only reliance:
  • Fixed broadband (cable/fiber/DSL) in Richland: ~87% of households vs ~83% statewide.
  • Cellular-only internet (no wireline) in Richland: ~16% vs ~21% statewide.
  • No home internet of any kind: ~9% in Richland vs ~13% statewide.
• Smartphone presence is slightly higher:
  • Households with a smartphone: ~92% in Richland vs ~90% statewide.
• Net effect: residents are just as mobile as the rest of SC but less dependent on mobile-only data because wireline options are stronger in the county’s urban core.

Demographic breakdown (level-setting the “who” behind usage)

• Age structure that pushes mobile use higher:
  • 18–34 makes up a larger share than the state (USC student population and Fort Jackson). Smartphone adoption in this band is effectively universal (≈95%+), and mobile data intensity is high.
  • 65+ adoption is higher in Richland than statewide due to better device support and broadband options; practical takeaway: older adults here are less likely to be mobile-only than their peers across SC.
• Race and ethnicity (ACS 2018–2022 profile; rounded): ~48% Black, ~40% White, ~6% Hispanic/Latino, ~4% Asian.
  • Mobile-only dependence is concentrated in lower‑income ZIPs with higher shares of Black and Hispanic residents (e.g., parts of 29203/29204/29061). Even so, countywide cellular‑only rates are several points lower than SC, reflecting stronger fixed-broadband availability.
• Income and education:
  • Higher education attainment and a large public‑sector/health/education workforce correlate with more postpaid plans, multi‑device households, and lower mobile‑only reliance than SC’s rural counties.
  • Among households under $35k, cellular‑only rates remain elevated, but the gap narrows faster in Richland than statewide as fiber/cable options expand.

Digital infrastructure and performance (what enables the difference)

• 5G coverage: All three national carriers (AT&T, T‑Mobile, Verizon) provide countywide 4G LTE with extensive 5G in the Columbia urban area. Mid‑band 5G (T‑Mobile n41; Verizon/AT&T C‑band) is live across most of Columbia, Forest Acres, Cayce/West Columbia, and along I‑20/I‑26/I‑77, with remaining pockets on LTE in rural southeast (Hopkins/Eastover) and riverine lowlands.
• Typical mobile speeds (2024 benchmarks from industry testing in the Columbia metro):
  • 5G median downloads commonly 100–200+ Mbps in mid‑band coverage; LTE fallbacks ~20–60 Mbps.
  • T‑Mobile generally leads 5G median speeds; Verizon and AT&T improved markedly after 2022–2023 C‑band activations.
• Tower density and backhaul:
  • Dense macro/small‑cell grid in and around downtown Columbia and along interstate corridors; robust fiber backhaul from Spectrum and AT&T supports higher mid‑band 5G capacity than most rural SC counties.
• Fixed broadband context that depresses mobile‑only share:
  • Spectrum cable is widespread; AT&T Fiber has expanded in/near Columbia since 2021–2023.
  • County libraries, schools, and public buildings provide extensive Wi‑Fi access, further reducing the need for cellular‑only at home.

Trends and takeaways (why it matters)

• Substitution trend diverges from SC: Richland’s mobile usage is high, but substitution of mobile for home internet is lower and has edged down as fiber and cable expand. Statewide, mobile‑only remains higher due to rural gaps in wireline infrastructure.
• Equity gap narrows faster locally: Mobile‑only reliance among low‑income and minority households remains a concern, but improvements in fixed access and device support programs in the Columbia area are reducing disparities faster than the state average.
• Capacity keeps up with demand: Student and government worker concentrations create daytime and event‑driven peaks; mid‑band 5G and fiber backhaul upgrades have kept median speeds higher than in many rural SC counties.

Key statistics at a glance (latest available, rounded)

• Households with a smartphone: Richland ~92% vs SC ~90%.
• Fixed broadband at home: Richland ~87% vs SC ~83%.
• Cellular‑only internet households: Richland ~16% vs SC ~21%.
• Households with no internet: Richland ~9% vs SC ~13%.
• Adult smartphone users in Richland: ~300,000. Sources: U.S. Census Bureau, ACS S2801 “Types of Computers and Internet Subscriptions” (2018–2022 5‑year); Pew Research Center (2023 smartphone adoption); carrier and independent network performance reporting for Columbia SC (2023–2024).

Social media usage in Richland County, South Carolina (2024 snapshot)

Overall penetration and user base

• Population: ≈420,000 residents (ACS 2023 est.)
• Active social media users: ≈305,000 (about 72% of total population; ≈82–85% of internet users)
• Household broadband: ≈88% of households report a broadband subscription
• Primary access: ≈90% of social media users access primarily via smartphone

Most‑used platforms among adults (share of adult residents using each platform)

• YouTube: 84%
• Facebook: 69%
• Instagram: 49%
• TikTok: 36%
• Pinterest: 35% (skews female)
• Snapchat: 31% (skews 18–29)
• LinkedIn: 30% (strong among 25–44, white‑collar workers/government/USC)
• X (Twitter): 22% (spikes around USC athletics, local news)
• Reddit: 21% (skews male 18–34)
• Nextdoor: 16% (neighborhoods/suburbs; HOA, safety, services)

Age mix of the local social media audience (share of total social media users)

• 13–17: 7%
• 18–24: 18% (University of South Carolina drives above‑average share)
• 25–34: 21%
• 35–44: 17%
• 45–54: 14%
• 55–64: 12%
• 65+: 11%

Gender breakdown of social media users

• Female: 53%
• Male: 47%

Behavioral trends and local patterns

• Video‑first habits: Short‑form video (Reels, TikTok, Shorts) dominates discovery; YouTube is the default for how‑to, sports highlights, and long‑form.
• Facebook for community: High reliance on Facebook Groups for churches, schools, neighborhoods, and local events; Marketplace is a top channel for second‑hand goods.
• Student/campus cycles: Content and activity spike around USC move‑in, football season, and graduation; strong Instagram/TikTok usage among 18–24.
• News and alerts: Facebook is the primary path to local news; X usage rises during breaking news, weather, and Gamecocks sports.
• Neighborhood coordination: Nextdoor engagement is concentrated in suburban HOAs and public safety threads; service referrals and lost‑and‑found posts are common.
• Shopping and dining discovery: Instagram and TikTok heavily influence choices for restaurants, coffee, nightlife in Five Points, The Vista, and Main Street.
• Timing: Engagement reliably peaks evenings 7–10 p.m.; weekday lunch hours also see above‑average activity.
• Messaging: Facebook Messenger and Snapchat are the dominant private channels; WhatsApp usage is notable among international students and transplants.

Notes on figures

• Population, age, and broadband are based on recent ACS patterns for Richland County; platform usage percentages align with 2023–2024 U.S. adoption rates (Pew Research Center, DataReportal) adjusted for Richland’s younger skew due to the University of South Carolina. Percentages are rounded for clarity.