Carroll County

Carroll County, Tennessee – key demographics

• Population: ~28,000 (2023 estimate, U.S. Census Bureau)
• Age:
  • Under 5 years: ~5%
  • Under 18 years: ~22%
  • 65 years and over: ~21%
  • Median age: ~42–43 years
• Gender:
  • Female: ~51%
• Race/ethnicity (percent of total population):
  • White alone: ~85%
  • Black or African American alone: ~10%
  • Two or more races: ~3%
  • Hispanic or Latino (of any race): ~3%
  • Asian: ~0.4%
  • American Indian/Alaska Native: ~0.4%
  • Native Hawaiian/Other Pacific Islander: ~0.1%
• Households (ACS 2018–2022):
  • Number of households: ~11,800–12,000
  • Persons per household: ~2.3

Sources: U.S. Census Bureau (Population Estimates, 2023; American Community Survey 2018–2022; QuickFacts).

Carroll County, TN snapshot (estimates)

• Population: 28.5k residents; low rural density (45–50 people/sq. mile).
• Estimated email users: ~19k–22k (roughly 65–75% of residents), reflecting high adult email adoption but lower rural broadband penetration. Method: county population x (share with internet access) x (email adoption among internet users).
• Age distribution of email users (approx.):
  • Teens (13–17): 2–3k; most have smartphones, but not all use email regularly.
  • 18–34: 5–6k; >90% use email.
  • 35–64: 9–10k; ~90% use email.
  • 65+: 3.5–4.5k; ~70–80% use email, lower for 75+.
• Gender split: Near parity (female ~51%, male ~49); usage rates are similar overall, with slightly lower adoption among older men.
• Digital access trends:
  • About 7 in 10 households have a broadband subscription; 10–15% are smartphone‑only. Fixed wireless and satellite fill rural gaps.
  • Adoption is rising due to state/federal investments (e.g., BEAD/ARPA-era rural fiber builds), with fastest gains in town centers and along main corridors; outlying areas remain slower.
• Connectivity context: Libraries, schools, and municipal buildings offer public Wi‑Fi that supports email access for residents without reliable home service.

Notes: Figures are derived from U.S. Census/ACS rural Tennessee patterns and national email adoption studies; local conditions vary by township.

Summary: Mobile phone usage in Carroll County, Tennessee (focus on ways it differs from statewide patterns)

User estimates (order‑of‑magnitude, method-based)

• Population baseline: roughly 28–29k residents; ~21–22k adults.
• Mobile phone users: about 22–24k people (adult ownership in rural areas typically mid‑90% plus most teens).
• Smartphone users: about 19–21k people (adult smartphone adoption in rural counties often 82–86%, lower than statewide urban rates).
• Smartphone-dependent (smartphone but little/no traditional computer or home broadband): likely 12–16% of households, higher than the state average. That equates to roughly 1,400–1,900 households.

Demographic breakdown and implications (how Carroll differs from TN)

• Older age structure: Seniors (65+) form a larger share than the state average. Because smartphone adoption is lowest among seniors, overall smartphone penetration is a few points below Tennessee’s urban/suburban counties.
• Lower median income and education than the state average: Correlates with more prepaid plans, budget devices, and higher likelihood of smartphone‑only internet access. Device replacement cycles tend to be longer.
• Predominantly rural settlement pattern: More coverage variability and greater reliance on Wi‑Fi where available; outside town centers, users report switching to voice/SMS or low‑bandwidth apps when signals weaken.
• Racial/ethnic composition: Majority White with small Black and Hispanic populations; differences in raw adoption by race are modest compared with the larger rural/age/income effects.

Digital infrastructure snapshot (and gaps versus state)

• Carrier coverage: AT&T and Verizon generally provide the most consistent countywide coverage; T‑Mobile coverage is improving but can be patchy in the most rural stretches. This contrasts with metro Tennessee, where all three carriers are dense and largely comparable.
• 5G mix: Low‑band 5G is common along primary corridors and in towns; mid‑band 5G (Verizon C‑band, AT&T mid‑band, T‑Mobile 2.5 GHz) is concentrated in/near larger towns like Huntingdon and McKenzie and along US‑70/79. Wide mid‑band 5G footprints seen in Nashville/Knoxville/Chattanooga are not yet typical countywide here. mmWave is unlikely.
• Tower density and terrain: Fewer macro sites per square mile and tree cover create dead zones on secondary roads and in hollows—far more common than the statewide urban experience.
• Backhaul and fiber: Ongoing fiber builds by regional ISPs/electric utilities using state/federal funds (ARPA/BEAD) are expanding in town centers and selected rural pockets, but fiber availability still lags urban Tennessee.
• Fixed wireless for home internet: 5G Home Internet (where mid‑band exists) and LTE fixed wireless are meaningfully used as primary home broadband in parts of the county—significantly more than in major metros.

Usage patterns that diverge from Tennessee overall

• Higher share of smartphone‑only or mobile‑first households.
• Slightly lower overall smartphone penetration due to age mix, with a larger basic‑phone contingent among seniors.
• More prepaid and discount MVNO usage; multi‑carrier households are more common for coverage redundancy.
• Heavier reliance on SMS/voice and conservative mobile data use where coverage or caps constrain streaming; Wi‑Fi offload is important when fiber/cable is available.

Notes on method and uncertainty

• Figures are estimates derived from 2020–2023 census/ACS baselines, rural adoption differentials from Pew/FCC patterns, and typical carrier footprints in rural West Tennessee. For planning or investment, validate with the FCC National Broadband Map, ACS table S2801 (device/subscription), and carrier coverage maps/drive tests.

Below is a concise, county-level snapshot built from Carroll County’s population profile (≈28,000 residents) and the latest Pew Research/U.S. rural usage patterns. Figures are best-available estimates; precise, platform-verified counts typically require platform ad tools or local surveys.

Headline user stats

• Estimated social media users (13+): 16,000–18,000 people
  • ≈70–75% of residents age 13+; ≈58–64% of total population
• Typical cadence: most users check at least daily; Facebook, YouTube, Snapchat see the highest daily touch among their users; short‑form video (Reels/TikTok) usage is growing fastest.

Age mix of local social users (est.)

• 13–17: 9–11% of users (very high usage; heavy on Snapchat, TikTok, Instagram)
• 18–29: 22–24% (broad platform mix; video-first)
• 30–49: 33–35% (Facebook, YouTube core; rising Instagram/Reels)
• 50–64: 22–24% (Facebook, YouTube; some Pinterest)
• 65+: 14–16% (mostly Facebook, YouTube)

Gender breakdown among users (est.)

• Women: 54–56%
• Men: 44–46% Notes: Women over-index on Facebook, Instagram, Pinterest; men over-index on YouTube, Reddit, X.

Most-used platforms among local adults (est. share of adults using)

• YouTube: ~80%
• Facebook: ~65–70%
• Instagram: ~30–40% (skews <45)
• TikTok: ~25–30% (very high among <35)
• Snapchat: ~20–25% overall; dominant in teens/young adults
• Pinterest: ~20–25% overall; higher among women 25–54
• X (Twitter): ~15–20% (news, sports, weather)
• LinkedIn: ~12–16% (professionals; smaller base)
• Reddit: ~10–15% (younger, tech/gaming/DIY)
• WhatsApp: ~10–15% (niche; family/intl ties)
• Nextdoor: ~5–8% (limited in rural areas)

Behavioral trends observed in similar rural Tennessee counties

• Facebook is the community hub: buy/sell/trade groups, church and civic updates, school sports, lost/found pets, event promotion, obituaries, local government alerts. Facebook Marketplace functions as the de facto classifieds.
• Video-first consumption: YouTube for DIY, home/auto repair, agriculture, product reviews; short-form (Reels/TikTok) for entertainment and small-business promos.
• Local identity matters: posts referencing specific towns, schools, churches, ball teams, and festivals drive higher engagement and shares.
• Peak activity windows: early morning (6–8 a.m.) and evening (7–9 p.m.); weekend mornings for Marketplace.
• Messaging dominates coordination: Facebook Messenger for most adults; Snapchat for teens/college-age; WhatsApp niche.
• Weather and sports spikes: severe-weather updates and high school athletics produce rapid, high comment/share volumes.
• Trust flows through local admins: community group moderators, pastors, coaches, and small-business owners act as influential voices; user-generated photos/videos outperform stock creative.
• Advertising notes: tight geo-targeting (zip/city names) + short vertical video + clear local tie-ins outperform generic creative; Marketplace listings and event ads have outsized ROI.

Method note

• Estimates extrapolate from Pew Research national platform adoption, rural/older-skew adjustments, and ACS demographic profiles for Carroll County. For campaign planning, validate with platform audience tools (Facebook Ads Manager, TikTok Ads, Google/YouTube) using county/ZIP targeting.