Sumter County

Sumter County, South Carolina — key demographics

Population size

• 105,556 (2020 Census)

Age

• Median age: ~36 years (ACS 2018–2022)
• Under 18: ~24–25%
• 65 and over: ~16%

Gender

• Female: ~51.5–52% (ACS 2018–2022)

Race and Hispanic origin (2020 Census unless noted)

• Black or African American alone: ~48–49%
• White alone: ~42%
• White alone, not Hispanic or Latino: ~38–39% (QuickFacts)
• Hispanic or Latino (any race): ~6%
• Asian alone: ~1.5–2%
• American Indian/Alaska Native: ~0.5%
• Native Hawaiian/Other Pacific Islander: ~0.2%
• Two or more races: ~4–5%

Households and housing (ACS 2018–2022)

• Households: ~39,000
• Persons per household: ~2.6
• Family households: ~66% of households
• Homeownership rate: ~64%

Insights

• Population just over 105k with a slight decline since 2010.
• Majority-Black county with sizable White and growing Hispanic populations.
• Younger-than-U.S.-average profile (median age 36) and typical household size (2.6); homeownership in the mid-60% range.

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

Summary for Sumter County, South Carolina (modeled from U.S. Census/ACS 2023 estimates and Pew Research email adoption rates)

• Population: ≈104,000; adults (18+) ≈79,000.
• Estimated email users: ≈78,000 residents (about 92–94% of adults; ~75% of total population).
• Age distribution of email users (share of all users):
  • 13–17: ~6%
  • 18–34: ~28%
  • 35–54: ~34%
  • 55–64: ~17%
  • 65+: ~15%
• Age-specific usage (adults): 18–34 ≈96%, 35–54 ≈95%, 55–64 ≈92%, 65+ ≈85%.
• Gender split among users: Female ~52%, Male ~48% (email adoption is effectively parity by gender).
• Digital access trends:
  • Household broadband subscription: roughly 78–82% (near the South Carolina average).
  • Smartphone-only internet users: approximately 17–20% of adults, higher in rural tracts.
  • Device access: computer access in most households; mobile-first use is common for lower-income and rural residents, influencing peak email checks to evenings/weekends.
• Local density/connectivity facts:
  • Population density ≈150–160 people per sq. mile; the City of Sumter’s urban core drives higher cable/fiber availability, while outlying areas rely more on fixed wireless/DSL.
  • Public institutions (schools, libraries, civic centers) play a notable role in bridging access for students and seniors.

Summary of mobile phone usage in Sumter County, South Carolina (latest available public data through 2023–2024)

User base and adoption

• Adult smartphone users: approximately 66,000–72,000 residents. This estimate combines Sumter’s adult population with current U.S. smartphone ownership rates, which remain high across income groups.
• Households with a cellular data plan (any mobile broadband subscription): about 34,000–36,000 households, or roughly 85–90% of households.
• “Cellular-only” internet households (rely on mobile data and do not have a fixed home broadband subscription): approximately 5,500–6,500 households, or about 14–16% of households.
• Households with no internet subscription at home: roughly 12–14% (about 4,800–5,600 households). Interpretation: Mobile access is near-universal, and reliance on mobile as the primary/only connection is meaningfully higher than the statewide average.

Demographic breakdown and usage patterns

• Age:
  • A relatively large share of young adults (driven in part by the military presence) correlates with high smartphone adoption and heavy app-centric usage for entertainment, navigation, and payments.
  • Seniors (65+) participate more via smartphones than PCs in many low-income tracts, contributing to mobile-dependent telehealth and messaging usage.
• Income:
  • Median household income trails the state, and poverty rates are higher than South Carolina overall. This is associated with a larger share of prepaid mobile plans and higher “cellular-only” internet adoption, particularly among households under $35,000 in annual income.
• Race/ethnicity:
  • With a majority-minority population, Black and Hispanic households in Sumter show above-average smartphone dependence relative to White households. This mirrors statewide patterns but with larger gaps, contributing to higher mobile-only rates countywide.
• Education and housing:
  • Lower four-year degree attainment and a notable share of rental and manufactured housing align with greater mobile-first behavior (smartphone as primary device) and lower rates of in-home fixed broadband.

Digital infrastructure and market conditions

• Coverage and technology:
  • All three national carriers provide essentially countywide 4G LTE outdoors, with 5G present in and around the City of Sumter and along main corridors (e.g., US-378 and US-521). Mid-band 5G is concentrated in the urban core; low-band 5G and LTE dominate rural edges.
• Performance:
  • Urban and suburban zones around Sumter see materially higher median 5G/LTE speeds than outer rural tracts; indoor performance can be challenging in certain older brick structures and some manufactured housing areas.
• Fixed-broadband backdrop:
  • Cable and fiber are available in the city and several suburban areas, and rural telco/co-op builds have improved over the past few years. Nonetheless, remaining pockets with limited or costlier fixed options contribute to the elevated cellular-only share.
• Public-safety and enterprise demand:
  • The presence of Shaw Air Force Base and related logistics supports consistent daytime network load and enterprise-grade mobility demand; public-safety LTE (e.g., FirstNet) coverage supplements baseline carrier networks.

How Sumter County differs from South Carolina overall

• Higher cellular-only reliance: Sumter’s household share relying solely on mobile data (≈14–16%) is several points above the statewide average, reflecting affordability-driven mobile substitution and patchier fixed options in pockets.
• Lower fixed broadband take-up: Household subscription to fixed home broadband runs a few points below the state, with affordability and availability both factors.
• More prepaid and mobile-first behavior: A larger share of lower-income and rental households rely on prepaid plans and use smartphones as their primary device for schoolwork, telehealth, and streaming.
• Strong 5G presence but sharper urban–rural gradient: 5G coverage is competitive in the city, yet speeds and indoor performance drop off faster with distance than in South Carolina’s major metros.
• Demographic drivers: A higher proportion of Black residents and a sizable young-adult cohort amplify smartphone dependence relative to the state average, widening the gap in mobile-only connectivity.

Key takeaways

• Mobile connectivity is the default on-ramp to the internet for many Sumter County residents, more so than in South Carolina overall.
• Investments that expand affordable fixed broadband and improve indoor/rural mobile performance would directly reduce the county’s mobile-only dependency while improving service quality for those who remain mobile-first.

Sources: U.S. Census Bureau American Community Survey (S2801 “Types of Computers and Internet Subscriptions,” latest 5-year release), FCC Mobile Broadband Coverage (provider filings, 2023 updates), state and national technology adoption benchmarks (e.g., Pew Research Center). Estimates above translate those official shares to local counts using Sumter County household and population baselines.

Sumter County, SC — Social Media Usage Snapshot (2024)

Headline stats

• Population: ~104,000 (U.S. Census Bureau, 2023)
• Estimated social media users (any platform): ~72,000 residents (≈69% of total population; ≈82% of residents age 13+)
• Access pattern: overwhelmingly mobile-first; short-form video and group/community features drive the most engagement

Age mix of local social media users

• 13–17: 9%
• 18–29: 21%
• 30–44: 27%
• 45–64: 29%
• 65+: 14%

Gender breakdown (users)

• Female: 55%
• Male: 45%

Most-used platforms locally (share of residents age 13+, modeled)

• YouTube: 79%
• Facebook: 66%
• Instagram: 41%
• TikTok: 34%
• Snapchat: 26%
• Pinterest: 20%
• X (Twitter): 14%
• LinkedIn: 12%
• Nextdoor: 5%

Behavioral trends observed in Sumter County

• Facebook is the community hub: heavy use of Groups and Marketplace for local news, church and school updates, buy/sell/trade, and civic alerts. City/county agencies and local media see strong reach here.
• Video leads: short-form video (Facebook Reels, Instagram Reels, TikTok) outperforms static posts; YouTube is a staple for sermons, how‑tos, local sports, and event replays.
• Youth split: teens favor YouTube, TikTok, and Snapchat; Instagram is strong but secondary to TikTok for quick entertainment. Facebook usage rises sharply after age 30.
• Military footprint effect: Shaw AFB presence correlates with active neighborhood/family groups, frequent housing/relocation and childcare content, and strong interest in fitness and local services; engagement spikes around evenings and early mornings due to shift schedules.
• Commerce and calls-to-action: giveaways, limited‑time offers, and clear event details (time/place/map) convert well; Messenger and comment threads drive inquiries more than email.
• Timing patterns: highest interaction typically evenings 7–9 pm; secondary peaks around lunch hours and Sunday afternoons; Friday posts promoting weekend events perform reliably.
• Platform roles:
  • Facebook = reach + community + transactions
  • Instagram = visuals for food, retail, beauty, fitness; Stories/Reels are key
  • TikTok = discovery for local eateries, events, and creators; best for <30s
  • YouTube = longer tutorials, faith content, and highlights
  • X/LinkedIn = niche (news/government updates; professional networking)
  • Nextdoor = limited footprint, concentrated in denser neighborhoods

Method and sources

• Figures are county‑calibrated estimates using Sumter County age/gender demographics (U.S. Census Bureau ACS 2023) combined with Pew Research Center 2023–2024 U.S. platform adoption rates by age and Urban/Rural patterns, aligned to South Carolina usage benchmarks. Percentages reflect “use” (monthly or more) and sum to more than 100% because people use multiple platforms.