Robertson County

Robertson County, Tennessee — key demographics

Population size

• 72,803 (2020 Census; up 9.8% from 2010)

Age

• Median age: ~39 years (ACS 2018–2022)
• Under 18: ~25%
• 65 and over: ~15%

Gender

• Female: ~50.5%
• Male: ~49.5% (ACS 2018–2022)

Racial/ethnic composition (ACS 2018–2022)

• White alone (not Hispanic): ~76%
• Black or African American alone: ~8%
• Hispanic or Latino (any race): ~10%
• Two or more races: ~3–4%
• Asian: ~0.7%
• American Indian and Alaska Native: ~0.5%
• Native Hawaiian and Other Pacific Islander: ~0.1%

Household data (ACS 2018–2022)

• Total households: ~26,300
• Average household size: ~2.8–2.9
• Family households: ~73%
• Married-couple families: ~58%
• Households with children under 18: ~35%
• Nonfamily households: ~27%
• Owner-occupied housing rate: ~76%

Insights

• Fast-growing, family-oriented county with a median age near 39.
• Predominantly White, with a notable and growing Hispanic/Latino population.

• Scope: Robertson County, Tennessee (pop. ≈72,800; area ≈477 sq mi; density ≈150 people/sq mi; part of the Nashville MSA).
• Estimated email users: ≈58,000 residents (≈80% of the population).
• Age distribution of email users:
  • 13–17: 7%
  • 18–29: 18%
  • 30–49: 35%
  • 50–64: 25%
  • 65+: 15%
• Gender split among email users: ≈51% female, ≈49% male.
• Digital access and usage:
  • Households with a broadband subscription: ≈84%.
  • Residents with internet via either home broadband or smartphone data: ≈95%.
  • Mobile-only internet households: ≈17%.
  • Primary email access via smartphone is dominant; desktop/laptop access remains strong among working-age adults.
  • Daily email checking is the norm across working-age groups; usage among 65+ is lower but rising.
• Connectivity facts and trends:
  • Strong cable/fiber coverage along the Springfield–White House–Greenbrier corridor; northern rural tracts rely more on DSL/fixed wireless and have lower adoption.
  • Broadband availability and subscriptions have risen over the past five years, driven by metro spillover and state-funded rural builds, though a rural gap persists of roughly 5–10 percentage points versus suburban tracts.

Robertson County, TN — mobile phone usage summary (2024)

Headline estimates

• Population and base: ~79,000 residents; ~61,000 adults (18+); ~27,500–28,500 households.
• Mobile phone users: 60,000–65,000 residents use a mobile phone of any kind.
• Smartphone users: 56,000–58,000 residents use a smartphone.
• 5G device penetration: 34,000–38,000 active 5G-capable phones (about 60–65% of smartphone users).
• Wireless-only internet households (cellular/smartphone as primary or only internet): 20–22% of households.

How Robertson County differs from Tennessee overall

• Slightly lower adult smartphone adoption than the state average: ~82–85% of adults in the county vs roughly mid- to high-80s statewide, reflecting the county’s larger rural share.
• Higher dependence on mobile for home internet: 20–22% smartphone-/cellular-only households vs ~17–19% statewide, concentrated in lower-income and rural tracts.
• Higher prepaid mix: an estimated 35–40% of personal mobile lines are prepaid vs ~30% statewide, linked to price sensitivity and younger users.
• 5G device and mid-band coverage lag urban Tennessee: 5G-capable handset penetration and mid-band 5G availability are lower than in the Nashville core, with more reliance on low-band 5G/LTE outside city centers.
• Peak-hour congestion is more corridor-driven: traffic spikes along I-65, TN-76, and US-41 produce more pronounced evening and weekend slowdowns than typical Tennessee suburban markets.

Demographic breakdown (usage and adoption)

• Age
  • 13–24: Near-universal smartphone access (>95%); heavy video/social use; prepaid share above county average.
  • 25–44: Highest multi-line and 5G device adoption; most likely to use hotspotting for work and school.
  • 45–64: High adoption, but slower 5G device refresh; noticeable LTE holdouts in rural areas.
  • 65+: Smartphone ownership trails the county average by 15–20 points; text/voice-first usage patterns; limited app-based telehealth uptake where signal is weak.
• Income and education
  • Households under 200% of federal poverty level: markedly higher smartphone-only internet reliance (≈30%) and prepaid usage.
  • Middle-income, new subdivisions (White House/Greenbrier fringe): strong 5G device uptake; frequent multi-line family plans; home broadband plus mobile redundancy common.
• Geography within the county
  • Better service and 5G mid-band availability: White House, Greenbrier, Springfield cores, I-65 corridor.
  • More gaps and low-band fallback: western and northwestern rural tracts (e.g., areas between Cedar Hill and Cross Plains/Orlinda), where foliage and terrain reduce indoor signal.

Digital infrastructure and performance

• Coverage layers
  • County-wide low-band 5G/LTE from all three national carriers; generally reliable voice/SMS and basic data outdoors.
  • Mid-band 5G (capacity layer) is strongest along I-65 and in/around White House, Greenbrier, and Springfield; noticeably thinner west of US-41.
  • mmWave 5G is limited and opportunistic (venues/corridors), not a county-wide factor.
• Speeds and experience
  • Mid-band 5G zones commonly deliver triple-digit Mbps; low-band 5G/LTE areas run in the tens of Mbps and are more sensitive to peak-hour slowdowns.
  • Signal penetration challenges persist in older homes and metal buildings in rural areas; boosters or Wi‑Fi calling are frequently used to stabilize indoor service.
• Backhaul and fiber context
  • Cumberland Connect’s ongoing FTTH build and AT&T Fiber expansions around Springfield/White House have improved tower backhaul and reduced congestion near upgraded segments.
  • Charter Spectrum remains the dominant cable provider in town centers; rural coax is sparse, reinforcing higher smartphone-only reliance.
• Public safety and resiliency
  • AT&T FirstNet Band 14 covers major roads and population centers; emergency call reliability is high along state routes and interstates, with rural in-building performance more variable.
• Buildout trend
  • 2020–2024 saw targeted macro upgrades and selective small cells near schools, commercial strips, and high-growth subdivisions; remaining capacity adds are expected to follow residential growth west of Springfield and north of White House.

Implications

• Mobile is a primary on-ramp to the internet for a larger share of Robertson County residents than statewide, so zero-rating, Wi‑Fi calling, and hotspot allowances have outsized impact.
• Closing rural mid-band 5G gaps and improving indoor coverage west/northwest of Springfield would most directly reduce congestion and raise baseline speeds.
• Senior adoption and digital health initiatives should prioritize signal-boosting solutions and simple device support, given the county’s lower 65+ smartphone penetration relative to the state.
• As commuter growth continues, capacity along I-65 and feeder routes will remain the most critical constraint, more so than in Tennessee’s non-corridor counties.

Social media usage in Robertson County, TN (2025 snapshot)

Overall penetration

• Residents 13+: approximately 81% use social media monthly

Age profile (share using at least one social platform)

• 13–17: ~95%
• 18–29: ~91%
• 30–49: ~84%
• 50–64: ~72%
• 65+: ~48%

Gender breakdown among active users

• Female: ~53%
• Male: ~47%
• Women over-index on Facebook, Instagram, Pinterest; men over-index on YouTube, Reddit, X

Most-used platforms (adults 18+, share who use)

• YouTube: ~83%
• Facebook: ~69%
• Instagram: ~46%
• TikTok: ~34%
• Pinterest: ~33%
• Snapchat: ~27%
• LinkedIn: ~28%
• X (Twitter): ~20%
• Reddit: ~19%
• Nextdoor: ~15%

Behavioral trends

• Facebook is the default local network: heavy reliance on Groups and Marketplace for schools, churches, youth sports, yard services, and buy/sell activity
• Video-led discovery: YouTube for DIY, home/auto, and outdoors; TikTok/Instagram Reels for restaurants, boutiques, and local experiences
• Messaging-centric coordination: Facebook Messenger among adults; Snapchat for teens/young adults; group chats drive event and team coordination
• Teen behavior: daily Snapchat and TikTok use; Instagram DMs over public posting; short-form video dominates creation and consumption
• Neighborhood engagement: Nextdoor and Facebook neighborhood groups used for safety alerts, lost/found pets, and contractor recommendations
• Local commerce: Facebook Marketplace is the primary channel for secondhand goods; Instagram Shops and Reels support local boutique sales; TikTok creators spur impulse buys
• Timing: activity peaks after work and late evenings; weekend mornings are strong for Marketplace and event planning
• Ad responsiveness: location-targeted Facebook/Instagram ads with clear offers and short-form video perform best; YouTube pre-roll extends reach for services
• Civic and community: high engagement around school updates, weather/road conditions, and high school sports; political posts draw comments but circulate mostly within local groups

Notes on method: Figures are county-level estimates derived by applying recent U.S. platform adoption rates (Pew Research Center, 2023–2024) to Robertson County’s age/sex mix from the 2023 American Community Survey.