Clay County

Here are key demographics for Clay County, South Dakota.

Population

• Total: 14,967 (2020 Decennial Census)

Age (ACS 2018–2022 5-year estimates; rounded)

• Median age: ~25
• Under 18: ~15%
• 18–24: ~36% (college-driven)
• 25–44: ~21%
• 45–64: ~16%
• 65+: ~12%

Gender (ACS 2018–2022)

• Male: ~52%
• Female: ~48%

Race/ethnicity (ACS 2018–2022; race alone unless noted; Hispanic can be any race)

• White, non-Hispanic: ~85%
• Hispanic/Latino: ~4%
• Black/African American: ~3%
• American Indian/Alaska Native: ~3%
• Asian: ~4%
• Two or more races: ~3%

Households (ACS 2018–2022)

• Households: ~5,700
• Average household size: ~2.3
• Family households: ~47%
• Nonfamily households: ~53%

Sources: U.S. Census Bureau, 2020 Decennial Census; 2018–2022 American Community Survey 5-year estimates. Figures are rounded and subject to sampling error.

Clay County, SD snapshot (estimates; based on ~15,000 residents and national email/adoption rates)

• Estimated email users: 11,000–13,000 residents (roughly 75–85% of the population; 85–95% of adults).
• Age distribution of email use:
  • 18–24: Very high (≈95%+). Large local share due to the University of South Dakota; heavy daily use for school/admin.
  • 25–64: High (≈90–95%); primary channel for work/services.
  • 65+: Moderate-to-high (≈70–85%), rising with smartphone adoption.
• Gender split: Near parity; no consistent male–female gap in usage is observed nationally, and local patterns are similar.
• Digital access trends:
  • Home broadband adoption roughly 75–85% of households; 10–20% are smartphone-only.
  • Vermillion (county seat) has widespread cable/fiber-class options and campus Wi‑Fi; outlying townships rely more on DSL, fixed wireless, and mobile LTE/5G, with speeds/reliability tapering outside town.
  • Public access points (USD campus, libraries, civic buildings) help close gaps for students and lower-income households.
• Local density/connectivity facts:
  • Population density is low (about mid‑30s per square mile), concentrating high-speed access in Vermillion and along main corridors (e.g., US‑50), with sparser coverage in rural areas.

Overall: Email usage is high and growing slightly, increasingly mobile-first, with rural connectivity steadily improving.

Summary: Mobile phone usage in Clay County, South Dakota

Context

• Clay County (pop. roughly 14–15k) is centered on Vermillion and the University of South Dakota (USD). The large college-age population makes the county’s mobile profile look more “college town/urban” than the state average.

User estimates (best-available estimates synthesized from ACS demographics and national adoption rates; ranges reflect uncertainty)

• Unique mobile users (any cellphone): 11,500–13,000 residents. Method: apply ~94–97% cellphone ownership among adults plus high teen adoption to the county population.
• Smartphone users: 10,500–12,000. The county’s outsized 18–24 population pushes smartphone penetration several points above typical rural SD rates.
• Smartphone-dependent for internet (primary or only internet via phone data): 2,000–3,000 individuals. Higher renter/student share and short-term housing drive above-average mobile-only reliance.

Demographic patterns that shape usage

• Age skew: Roughly three times the state-average share of 18–24-year-olds due to USD. That cohort has near-universal smartphone ownership and heavy app usage (campus apps, streaming, chat, payments).
• Older adults: Smaller 65+ share than statewide lowers the prevalence of basic/feature phones and increases overall smartphone adoption.
• Income/housing mix: More students and renters mean:
  • Higher rates of phone-as-primary internet, especially in off-campus housing.
  • More eSIM/dual-SIM use (international and out-of-state students) and a higher share of numbers from other states.
  • Shorter device upgrade cycles and seasonal churn (arrivals in August, departures in May).

Digital infrastructure and coverage

• 5G coverage: All three national carriers advertise 5G in/around Vermillion. T-Mobile typically deploys mid-band 5G in SD’s college towns; AT&T and Verizon offer low-band 5G with growing mid-band capacity in populated pockets.
• Coverage patterns:
  • Strongest along SD-50, US-77, and within Vermillion/USD campus.
  • Pockets of weaker signal and indoor coverage challenges in the Missouri River valley/bluffs and more sparsely populated western/southern parts of the county.
  • Event-driven capacity needs around the DakotaDome and campus venues on game days and during orientation.
• Home and backhaul interplay:
  • Cable broadband is available in Vermillion (e.g., Midco), supporting robust Wi‑Fi offload on campus and in town.
  • 5G fixed wireless (notably T‑Mobile) is marketed to many addresses in Vermillion; Verizon 5G Home appears more limited. Rural addresses rely more on legacy DSL and fixed wireless ISPs.
  • Public/enterprise Wi‑Fi on USD’s campus offloads significant mobile traffic indoors.
• Cross-border dynamics: Proximity to Nebraska across the Missouri River can produce handoffs/roaming near the river corridors.

How Clay County differs from South Dakota overall

• Higher smartphone penetration: Several points above the statewide average due to the college-age concentration.
• More smartphone-only internet use: Estimated 5–8 percentage points higher than the state, driven by renters/students and short lease terms.
• Earlier/more intensive 5G uptake: College-town density and demand drive faster carrier upgrades and higher per-capita 5G usage than in many rural SD counties.
• Stronger seasonal effects: Traffic and churn spike with the academic calendar—patterns that are muted at the state level.
• More out-of-state/international lines and eSIM usage: Reflects student population; less common statewide.
• Coverage nuance: While Vermillion is comparatively well served, the county still has rural-style weak spots near the river and in low-density areas—greater variation within a small geography than statewide averages suggest.

Notes on method and confidence

• County-specific mobile adoption data are sparse; figures here are reasoned estimates combining county demographics with recent Pew Research adoption rates and typical carrier coverage patterns in SD college towns. For a validated baseline, pair this with the latest FCC Broadband Data Collection maps, carrier 5G availability tools, and ACS S2801 (computer and internet use) at the county level.

Below is a concise, decision-ready snapshot. County-level social media data isn’t directly published; figures use Pew Research Center’s 2024 U.S. usage rates, adjusted to Clay County’s younger age profile (college town anchored by the University of South Dakota). Treat local percentages as directional ranges.

Quick snapshot

• Overall adoption (adults 18+): ~70–75% use at least one social platform; among 18–24, usage is ~90%+.
• Population skew: Large 18–24 cohort (USD) raises Instagram/Snapchat/TikTok penetration versus a typical rural county.

Most‑used platforms (estimated share of Clay County adults using each)

• YouTube: 80–85%
• Facebook: 60–70%
• Instagram: 45–55% (higher among <30)
• TikTok: 25–40% (higher among <30)
• Snapchat: 25–40% (higher among <30)
• Pinterest: 25–35% (skews female, 25–54)
• LinkedIn: 20–30% (spikes around graduation/recruiting)
• X (Twitter): 20–30%
• Reddit: 15–25%

Age group patterns

• 13–17: Near‑universal use; YouTube, TikTok, Snapchat, Instagram dominate. Minimal Facebook.
• 18–24 (largest local cohort):
  • YouTube ~90–95%; Instagram ~70–85%; Snapchat ~65–80%; TikTok ~60–75%; Facebook ~40–60%.
  • Heavy use of Stories/Reels, campus/event content, DMs and group chats for coordination.
• 25–44:
  • YouTube 85–90%; Facebook 65–75%; Instagram 45–60%; TikTok/Snapchat 30–45%.
  • Marketplace, parenting groups, local services, and sports updates are common.
• 45–64:
  • Facebook and YouTube dominate; Pinterest meaningful; Instagram/TikTok lower but rising.
• 65+:
  • Facebook primary; YouTube for how‑to/news; minimal TikTok/Snapchat.

Gender tendencies (directional)

• Women: Higher use of Facebook, Instagram, Pinterest; strong engagement with community groups, events, and Marketplace.
• Men: Higher use of YouTube, Reddit, X; sports, gaming, tech, and news content.

Behavioral trends specific to a college‑anchored rural county

• Campus‑driven cycles: Peaks around move‑in, homecoming, finals, and graduation; heavy student housing sublets and ride‑shares near term transitions.
• Facebook Groups/Marketplace as the local hub: Community news, buy/sell/trade, lost & found, service referrals; strong reach into 25+ and families.
• Short‑form video for discovery: Instagram Reels/TikTok used to surface local eats, events, outdoor rec, and nightlife; user‑generated “day in Vermillion/SD” content performs well.
• Direct messaging over public posting: Snapchat and Instagram DMs for coordination among students; public posts skew to events and milestones.
• Local news and weather spikes: Severe weather, closures, and road conditions drive surges on Facebook and X.
• Sports as a unifier: High engagement around USD athletics and local high school sports across Facebook, Instagram, and X.
• Trust and reach: Local institutions (city, county, USD, athletics, libraries) and established community pages get outsized engagement vs. smaller standalone pages.

Notes and sources

• Sources: Pew Research Center, Social Media Use in 2024 (U.S. adults) and Teens, Social Media and Technology 2023; U.S. Census/ACS for Clay County’s age structure. County‑specific platform shares aren’t published; percentages above are modeled estimates informed by those benchmarks and the presence of a large 18–24 population.