Aurora County

Aurora County, South Dakota — key demographics

Population

• 2,747 (2020 Census)
• ~2,760 (2023 Census estimate, Vintage series)

Age

• Median age: ~41–42 years
• Under 18: ~25%
• 18–64: ~56%
• 65 and over: ~19%

Sex

• Male: ~51%
• Female: ~49%

Race/ethnicity (shares of total population)

• White, non-Hispanic: ~89–90%
• Hispanic or Latino (any race): ~5–6%
• American Indian/Alaska Native: ~2%
• Two or more races: ~2–3%
• Black or African American: <1%
• Asian: <1%

Households and housing

• Households: ~1,100
• Average household size: ~2.4–2.5
• Family households: ~65% of households (married-couple families ~52%)
• Individuals living alone: ~25–30% of households
• Owner-occupied housing: ~75–80%

Sources: U.S. Census Bureau, 2020 Decennial Census; American Community Survey 2018–2022 5-year estimates (latest available for detailed demographics).

Aurora County, SD snapshot (estimates)

• Population: ~2,750 (2020); adults ~2,150.
• Email users: ~1,900–2,050 adults (≈85–95% of adults), plus some teens.
• Age distribution and email adoption:
  • 18–34: near-universal use (≈95–98%).
  • 35–64: very high (≈90–95%).
  • 65+: lower but majority (≈70–85%). Result: Seniors account for roughly 350–470 of adult email users; working-age adults make up the bulk.
• Gender split: roughly even (≈51% male/49% female); email use differs little by gender (gap typically <2 percentage points).
• Digital access trends:
  • Household internet subscription likely in the 75–85% range, typical for rural South Dakota; 10–20% may be smartphone‑only.
  • Fixed wireless and satellite fill gaps where DSL/cable/fiber are limited; fiber builds by regional co‑ops are expanding but uneven.
  • Mobile data coverage is strongest along the I‑90 corridor near Plankinton; service can be patchier in sparsely populated areas.
• Local density/connectivity facts:
  • Land area ~710 sq mi; density ~4 people/sq mi. The very low density raises last‑mile costs and slows fiber rollout, contributing to reliance on wireless options.

Notes: Figures are derived from 2020 Census counts and typical rural/U.S. adoption rates (Pew/ACS), scaled to Aurora County.

Below is a practical, county-focused snapshot based on recent ACS “Computer and Internet Use” patterns for rural South Dakota counties of similar size, Pew mobile adoption trends, FCC mobile coverage data characteristics, and Aurora County’s geography along I‑90. Figures are framed as reasonable planning estimates.

User estimates (Aurora County ≈ 2,700 residents)

• Residents with a mobile phone (unique users): roughly 2,000–2,300
• Smartphone users: roughly 1,800–2,100
• Active lines (including hotspots, farm/IoT, tablets): often exceeds unique users; total SIMs in use likely 2,200–2,700

Demographic breakdown (and what it means for usage)

• Older age profile than the South Dakota average: lowers overall smartphone penetration a few points vs. the state; higher share of basic/older LTE handsets among 65+.
• Income/education mix typical of rural counties: more prepaid and budget plans; longer device replacement cycles; higher reliance on a single handset per adult.
• Race/ethnicity: less Native American share than state average, so statewide digital-equity gaps tied to reservation areas are less pronounced locally; gaps skew more by age, income, and location (town vs. outlying farms).
• Household internet pattern: a meaningfully higher share of “cellular-only” or “cellular-primary” home internet than the state average, reflecting limited wired options outside towns.

Digital infrastructure points

• Coverage pattern: strongest along I‑90 and in towns (e.g., Plankinton); sparser between towns. Low‑band 600/700 MHz does most of the coverage work; mid‑band 5G tends to be town/highway‑centric; mmWave is unlikely.
• 5G reality: present but mostly low‑band; LTE remains the workhorse away from I‑90. Mid‑band 5G capacity is spotty relative to state urban corridors.
• Tower density: low, with wide site spacing typical of prairie counties; indoor coverage can be inconsistent in metal buildings and at section-line distances.
• Backhaul/middle‑mile: fiber runs along interstate/arterials with spurs into towns; last‑mile fiber is limited outside town boundaries; fixed‑wireless is common.
• Public safety: FirstNet/AT&T coverage prioritized on highways and in population centers; off‑highway coverage is more variable.
• Ag/IoT: higher per‑capita use of hotspots, telematics, and precision‑ag devices than in cities, adding non‑handset lines and traffic on carrier low‑band spectrum.

How Aurora County differs from South Dakota overall

• Penetration and devices: slightly lower overall smartphone penetration (older population) and slower upgrade cycles than statewide averages.
• Access mode: higher reliance on cellular for home internet and backup connectivity; “smartphone‑only” households more common than the SD average.
• Network experience: more low‑band 5G/LTE and less mid‑band 5G capacity than in Sioux Falls/Rapid City metros; peak speeds and indoor coverage are less consistent.
• Carrier competitiveness: coverage differences are more pronounced outside towns (fewer practical choices off I‑90), so residents are more likely to pick by signal rather than price/features.
• Traffic patterns: highway‑driven surges (tourism/truck traffic on I‑90) are more noticeable relative to the small resident base.

Aurora County, SD — Social Media Snapshot (estimates)

Quick user stats

• Population: ~2.7k residents; ~2.1k adults (18+).
• Internet/smartphone access: ~80–88% of adults have regular internet/smartphone access.
• Social media users: ~1.5k–1.7k adults use at least one platform; including teens, total users are likely ~1.8k–2.0k.

Age groups (share who use social media; local estimate)

• Teens (13–17): 90%+; heavy on Snapchat, TikTok, YouTube.
• 18–29: ~90%+; Instagram, TikTok, Snapchat, YouTube; Facebook for events/groups.
• 30–49: ~80–85%; Facebook, YouTube, Instagram; Messenger/Snapchat for DMs.
• 50–64: ~65–75%; Facebook, YouTube; Pinterest common.
• 65+: ~45–55%; Facebook and YouTube dominate; growing comfort with Messenger.

Gender breakdown (approx.)

• Overall users: ~50–52% women, ~48–50% men.
• Platform skews: women over-index on Facebook/Instagram/Pinterest; men over-index on YouTube/Reddit/X.

Most-used platforms by adults in Aurora County (localized estimates; percent of adults)

• YouTube: ~75–85%
• Facebook: ~70–78%
• Instagram: ~30–40%
• Pinterest: ~30–35% (higher among women 30+)
• TikTok: ~20–30% (higher among under 35)
• Snapchat: ~18–25% (concentrated under 30)
• X (Twitter): ~10–18%
• Reddit: ~8–15%
• LinkedIn: ~15–25% (lower due to occupational mix)
• WhatsApp: ~5–10% (niche; family/intl ties)
• Nextdoor: <5% (Facebook groups fill this role)

Behavioral trends observed in similar rural SD counties

• Facebook is the community backbone: school and county pages, volunteer fire/EMS updates, buy/sell/trade, 4‑H/FFA, church and county-fair info, high‑school sports streams.
• Messaging first: Facebook Messenger and Snapchat are preferred for quick coordination; many “post less, message more.”
• Video use is practical: YouTube for how‑to, farm/ranch equipment tips, weather briefings; short-form video (Reels/TikTok) growing for local businesses and events.
• Timing: Peaks before work/school (6:30–8:30 a.m.), lunch, and evenings (7–10 p.m.); big spikes during winter storms, road closures on I‑90, and varsity sports nights.
• Trust and reach: Local, known pages and group admins drive engagement; word-of-mouth via shares in town/neighbor groups outperforms broad hashtags.
• Advertising: Best ROI via Facebook/Instagram with tight geo-radius (10–30 miles) and interest targeting (ag, hunting/fishing, youth sports); YouTube pre‑roll works for awareness.
• Platform gaps: LinkedIn and Reddit are niche; Nextdoor has minimal footprint—Facebook groups substitute hyperlocal discussion.

Notes

• Figures are estimates derived from state/rural patterns and national platform usage (Pew Research Center, 2024) scaled to Aurora County’s size and age mix. Local page insights or ISP data can refine these numbers. Sources: Pew Research Center (Social Media Use 2024), U.S. Census Bureau (ACS), NTIA Internet Use.