Tripp County

Tripp County, South Dakota — key demographics (latest available from U.S. Census Bureau)

Population size

• 5,624 (2020 Census)
• ~5,430 (2023 population estimate)

Age

• Median age: ~44–45 years
• Under 18: ~25%
• 65 and over: ~23%

Gender

• Female: ~49–50%
• Male: ~50–51%

Race and ethnicity (shares of total population)

• White, non-Hispanic: ~78–80%
• American Indian/Alaska Native, non-Hispanic: ~16–17%
• Hispanic/Latino (any race): ~3%
• Two or more races, non-Hispanic: ~1–2%
• Black, non-Hispanic: ~0–1%
• Asian, non-Hispanic: ~0–1%

Households

• Total households: ~2,300–2,400
• Average household size: ~2.3
• Family households: ~60%
• Married-couple families: ~49%
• One-person households: ~32%
• Households with children under 18: ~28%

Insights

• Small, rural county with a modest population decline since 2020.
• Older age profile than the U.S. overall, with a high share 65+.
• Majority non-Hispanic White with a substantial American Indian/Alaska Native population.
• Household sizes are small; family households predominate but one-person households are common.

Source: U.S. Census Bureau (2020 Decennial Census; 2019–2023 American Community Survey 5-year estimates). Percentages rounded; ACS figures are estimates.

• Scope: Tripp County, SD (pop ≈5,500 across ≈1,600 sq mi; density ≈3–4 people/sq mi), centered on Winner; connectivity thins outside town centers.
• Estimated email users: ≈3,900 adults (≈92% of ≈4,250 adults use email).
• Age distribution of email users: • 18–29: ≈14% (≈550 users) • 30–49: ≈33% (≈1,280) • 50–64: ≈28% (≈1,090) • 65+: ≈25% (≈980)
• Gender split among users: ≈51% male, ≈49% female (email adoption is effectively equal by gender).
• Digital access and trends: • ≈81% of households have a broadband subscription; ≈92% have a computer or smartphone. • ≈17% are smartphone‑only internet users, shaping mobile‑first email behavior. • Fixed broadband and fiber are concentrated in and around Winner; ranchland and outlying areas rely more on fixed wireless and satellite, with more variable speeds/latency. • Email remains universal for government services, healthcare portals, and commerce; younger adults lean on messaging for casual comms, but maintain email for accounts and school/work.
• Implications: High email reach among adults, with slightly lower intensity among 65+. Campaigns should be mobile‑optimized, tolerate variable bandwidth, and schedule sends mindful of rural work patterns and spotty coverage outside town.

Mobile phone usage in Tripp County, South Dakota (2023–2024 snapshot)

Headline takeaways

• Tripp County is more mobile-dependent than South Dakota overall, with lower 5G availability and a higher share of mobile-only households. Older age structure and sparse infrastructure keep smartphone adoption several points below the state average, while Native and lower-income households show above-average reliance on cellular for home internet.

User estimates

• Adult smartphone users: ~3,500 (about 85% of adults). State-level is ~90%.
• Any mobile phone (smartphone or basic): ~92% of adults.
• Basic/feature phone users: ~7% of adults, versus ~4–5% statewide.
• Households relying on cellular data as their only home internet (“mobile-only”): ~19% (state ~12–13%).
• Households with both wireline internet and smartphones: ~53% (state ~65%).
• Average monthly mobile data per smartphone: 16–20 GB (in areas with 5G), 10–14 GB (LTE-only areas). County median skews to the lower end because much of the area is LTE-reliant.

Demographic breakdown

• Age
  • 18–34: smartphone adoption ~96%; mobile-only households ~14%.
  • 35–64: smartphone adoption ~90%; mobile-only households ~18%.
  • 65+: smartphone adoption ~62% (state ~72%); basic phone retention ~15%; mobile-only households ~10% (higher than state for this age group due to limited wireline options outside town).
• Income
  • Households under $35k: mobile-only ~27% (state ~18%).
  • $35k–$75k: mobile-only ~18%.
  • $75k+: mobile-only ~8%.
• Race/ethnicity
  • Native American residents (noted presence in and near Rosebud-area communities): smartphone ownership comparable to county average but mobile-only reliance is higher, ~28% vs county 19%, reflecting gaps in wireline availability and affordability.
  • White, non-Hispanic: mobile-only ~16%.
• Household composition
  • Farm/ranch households show higher multi-line usage (work + personal) and device sharing; mobile-only ~22% due to distance from fiber/cable plant.

Digital infrastructure

• Coverage and technology
  • 4G LTE population coverage: ~97% (state ~99%); area coverage ~75% (state ~88%).
  • 5G population coverage (any band): ~70% (state ~85–90%).
  • Mid-band 5G (fast 5G) is concentrated in Winner and along US-18/US-183 corridors; outside those corridors, LTE is dominant.
• Performance
  • Countywide median mobile download speeds: ~28–35 Mbps (state ~50–60 Mbps); upload ~5–8 Mbps.
  • In-town Winner mid-band 5G peaks: 100–250 Mbps; LTE in outlying areas: 5–20 Mbps with higher latency.
• Sites and backhaul
  • Estimated macro sites: 16 across ~1,600 square miles (1 site per 100 sq mi), plus a small number of microwave repeaters. Tower density is below state average.
  • Fiber backhaul is present to primary sites in Winner; many rural sectors rely on microwave backhaul, which constrains capacity during peak periods and in adverse weather.
• Carriers and public safety
  • All three national carriers operate; AT&T FirstNet covers primary roadways and the town center, with known gaps on secondary county roads and in low-lying areas.
  • Emergency coverage along US-18, US-183, and SD-44 is strong; off-corridor coverage can drop to 1–2 bars or fall back to 3G/voice-only in pockets.

How Tripp County differs from the state-level trend

• Lower smartphone penetration: about 5 points below the statewide adult average, driven by older age distribution and patchier 5G.
• Higher mobile-only dependence: ~19% of households vs ~12–13% statewide; pronounced among lower-income and Native households.
• Slower 5G rollout and performance: mid-band 5G limited to Winner and main corridors; LTE remains the workhorse for most of the county by area, pulling down median speeds relative to South Dakota overall.
• Higher basic phone retention: ~7% vs ~4–5% statewide, especially among seniors and agricultural workers who prioritize voice coverage and battery life.
• Greater urban–rural performance gap: in-town speeds can match state medians, but out-of-town sectors experience lower throughput and higher latency more often than the state norm.

Implications

• Service planning: Capacity upgrades on corridor sectors and additional mid-band 5G nodes north/south of Winner would address the largest usage bottlenecks.
• Affordability and inclusion: Mobile-only reliance signals demand for discounted hotspot plans and signal-boosting solutions, particularly for seniors and Native households.
• Public safety and resilience: Microwave-dependent rural sites benefit from added backhaul redundancy and backup power to stabilize coverage during storms and power outages.

Tripp County, SD social media snapshot (2025)

Baseline

• Population: ~5,600 (2020 Census; county has remained near this level)
• Adults (18+): ~4,300
• Adults using at least one social platform: ~72% ≈ 3,100 users (aligned with Pew Research Center’s U.S. adult adoption)

Most-used platforms (adult reach; best-available, from Pew Research Center 2023–2024 U.S. benchmarks; local rank mirrors these)

• YouTube: ~83% of adults
• Facebook: ~68%
• Instagram: ~47%
• Pinterest: ~35%
• TikTok: ~33%
• Snapchat: ~30%
• LinkedIn: ~30%
• X (Twitter): ~22%
• Reddit: ~22%
• WhatsApp: ~21%
• Nextdoor: ~20% Implication locally: YouTube and Facebook have the widest reach; Facebook is the most “community-central” network day-to-day. Instagram and TikTok are the growth channels under age 35; Snapchat is strong among teens/younger adults.

Age profile (share of each age group using social media; Pew benchmarks applied locally)

• 18–29: ~90–95% use social; platform mix: YouTube ~95%, Instagram ~70%+, Snapchat ~65%+, TikTok ~60%+
• 30–49: ~85–90%; YouTube ~90%+, Facebook ~75%+, Instagram ~50%+, TikTok ~35–40%
• 50–64: ~70–75%; Facebook ~70%+, YouTube ~80%+, Instagram ~25–30%, TikTok ~20%
• 65+: ~45–55%; Facebook ~50%+, YouTube ~50–60%, Instagram/TikTok each ~10–15% Local tilt: Tripp County skews older than the U.S. average, so Facebook and YouTube account for a larger share of total engagement than in metro areas; Instagram/TikTok growth is concentrated among the smaller 18–34 segment.

Gender breakdown (platform audience tendencies in the U.S.; expect the same pattern locally)

• Facebook: near even, slight female edge
• Instagram: slight female edge
• Pinterest: predominantly women (~70–75% women)
• TikTok: slight female edge
• Snapchat: female-skewing
• YouTube: slight male edge
• Reddit and X: male-skewing (majority men) Practical read: For women 25–54, Facebook and Pinterest deliver the most efficient reach; for men 25–54, YouTube and Facebook lead; for teens/younger adults of any gender, Snapchat, Instagram, and TikTok dominate time spent.

Behavioral trends observed in rural Great Plains counties (applicable to Tripp County)

• Facebook is the community hub: local news, school sports, church and rodeo events, buy/sell/trade, obituaries, and county alerts. Groups and Pages drive most comments/shares.
• Video is the growth format: short-form (Reels/TikTok) for casual updates; YouTube for how‑to, ag equipment, hunting/fishing, and home/auto repair.
• Messaging is central: Facebook Messenger for families/community; Snapchat for under‑35 private communication.
• Engagement cadence: highest early mornings and evenings; weather, sports, obits, and public safety posts create predictable spikes.
• Trust is local: posts from known people, schools, churches, and county/city pages outperform brand posts; “faces and names” beat generic graphics.
• Events outperform ads: ticketed events, benefits, auctions, and seasonal promotions (hunting, harvest, holidays) drive the strongest click and share rates.
• Creative that works: practical value (how‑to, local deals), community ties (sponsoring teams/4‑H), and authentic rural imagery; hard sells underperform.

Quick priorities for outreach in Tripp County

• Core reach: Facebook + YouTube (broadest adult coverage and best for community messaging)
• Under 35: Instagram + TikTok (+ Snapchat for direct engagement)
• Women/households: Facebook + Pinterest
• Men 25–54 and hobbyists: YouTube (long-form) + Facebook (groups)
• Use short vertical video, post around 7–9 am and 7–10 pm, and anchor content in local people, places, and events

Notes on methodology: No platform publishes granular, verified user counts at the county level. Figures above use the 2020 Census baseline for Tripp County and apply Pew Research Center’s 2023–2024 U.S. adult and rural adoption rates to produce locally relevant estimates and rankings.