Rutherford County

Rutherford County, Tennessee – key demographics

Population size

• 2023 population estimate: ~373,000 (up from 341,486 in 2020; ~9% growth since 2020)
• One of Tennessee’s fastest-growing large counties

Age

• Median age: ~34 years
• Age distribution: under 18 (≈25%), 18–24 (≈11%), 25–44 (≈32%), 45–64 (≈23%), 65+ (≈10–11%)
• Skews younger than the U.S. overall

Gender

• Female: ~51%
• Male: ~49%

Racial/ethnic composition

• White, non-Hispanic: ~64%
• Black or African American: ~13%
• Asian: ~5–6%
• Two or more races: ~5%
• Other race: ~2%
• American Indian/Alaska Native: ~0.3%
• Native Hawaiian/Other Pacific Islander: ~0.1%
• Hispanic or Latino (any race): ~11%
• Increasing diversity driven by growth in Hispanic and Asian populations

Household profile

• Households: ~134,000
• Average household size: ~2.7–2.8 persons
• Family households: ~72% of households
• Households with children under 18: ~35–36%
• Housing tenure: owner-occupied ~65%, renter-occupied ~35%

Sources: U.S. Census Bureau, Population Estimates Program (Vintage 2023) and 2023 American Community Survey (1-year).

Rutherford County, TN (2023 pop. ~372,000) shows strong email penetration driven by high connectivity. ACS data indicate roughly 95% of households have a computer and about 89% subscribe to broadband; an estimated 8–10% are smartphone‑only. Estimated email users: ~280,000 residents (about 75% of the population; ~93% of adults plus most teens).

Estimated age mix of email users

• 13–17: 6% (17k)
• 18–34: 31% (87k)
• 35–54: 34% (95k)
• 55–64: 16% (45k)
• 65+: 13% (36k)

Gender split: 51% female (143k) and 49% male (137k); usage rates are effectively equal by gender.

Digital access trends: Fiber coverage is expanding in Murfreesboro, Smyrna, and La Vergne, with common residential plans in the 300–1,000 Mbps range. Broadband adoption has increased several points since 2018; non‑adoption is concentrated among lower‑income and senior households.

Local density/connectivity: County density is roughly 560 people per square mile, with most residents along the I‑24 corridor where multi‑provider coverage and gigabit options are common. Rural southern/eastern areas have fewer choices and lower speeds, leading to modestly lower email adoption there compared with the urban/suburban core.

Rutherford County, TN: Mobile phone usage snapshot (distinct from statewide patterns)

Population and user base

• Population anchor: 341,486 (2020 Census). The county has been one of Tennessee’s fastest growers; 2023 Census estimates place it in the low-to-mid 370,000s.
• Estimated smartphone users: 290,000–310,000 countywide in 2023–2024. Basis: adult share ~75–77% with ~88–92% smartphone ownership, plus very high teen ownership.
• Wireless-only households: approximately 105,000–115,000 of roughly 135,000–145,000 households. Tennessee has among the highest rates of adults in wireless‑only households nationally; Rutherford’s younger, suburban profile pushes it slightly above the state average.

How Rutherford differs from Tennessee overall

• Younger and more suburban: Median age is mid‑30s (several years younger than Tennessee’s ~39). This lifts smartphone ownership, 5G device penetration, and app-based service use above the state average.
• Higher income/education: Median household income and bachelor’s attainment are both above statewide levels. That correlates with more postpaid plans, higher iPhone share, and greater multi‑line family plans than the Tennessee average.
• More 5G, less prepaid: 5G handset penetration and 5G usage are higher than statewide, while prepaid and basic‑phone shares are lower.
• Heavier mobile data consumption: Student concentration (Middle Tennessee State University ~21,000+) and commuter flows on I‑24 drive above‑average video streaming, navigation, and social/social‑commerce usage.

Demographic breakdown and usage patterns

• Age
  • 13–34: Near‑universal smartphone ownership (95%+). Heavy use of video, gaming, and social apps; high 5G adoption.
  • 35–54: High ownership (90%+); strong mobile banking, telehealth, and e‑commerce usage; family plan dominance.
  • 55–64: Solid ownership (80–90%); growing telehealth and payments usage.
  • 65+: Ownership trails younger groups but has risen sharply in recent years; higher than the state average due to income/education mix.
• Race/ethnicity
  • White ~67–70%, Black ~14–16%, Hispanic ~9–11%, Asian ~4–5%. Mobile‑only internet reliance is comparatively higher among Hispanic and Black residents, supporting strong demand for unlimited data and competitive MVNO offerings within these segments even as postpaid remains dominant overall.
• Student footprint
  • MTSU students skew usage to unlimited plans, 5G devices, campus‑adjacent small cells, and late‑day/late‑evening traffic peaks.

Digital infrastructure and coverage

• 5G/mobile networks
  • All three nationwide carriers (AT&T, T‑Mobile, Verizon) provide broad 5G coverage across Murfreesboro, Smyrna, and La Vergne and along I‑24. Mid‑band 5G (e.g., C‑band/n41/3.45 GHz) is widely deployed, yielding typical median 5G download performance in the high‑double to low‑triple Mbps range in populated corridors.
  • Capacity hotspots: I‑24 interchanges, retail nodes (The Avenue Murfreesboro, Sam Ridley Pkwy), industrial sites (Nissan Smyrna), and the MTSU area. Small‑cell densification is more advanced here than in most Tennessee counties.
  • Gaps: Far‑southeastern and agricultural tracts see reduced 5G depth and occasional handoffs to LTE; these pockets are smaller and less prevalent than the statewide pattern.
• Fixed broadband interplay
  • Fiber and cable are widely available in the urban/suburban core (AT&T Fiber and Xfinity DOCSIS). United Communications (in partnership with Middle Tennessee Electric) has been expanding fiber into previously under‑served pockets. As a result, Rutherford has fewer truly unserved fixed‑broadband locations than many Tennessee counties.
  • The strong fixed footprint tempers reliance on mobile hotspots for home internet compared with rural Tennessee, though mobile‑only home internet remains meaningful among younger renters and some Hispanic and Black households.
• Public safety and resilience
  • FirstNet coverage and recent storm‑hardening upgrades around the Nashville metro have improved LTE fallback and capacity under load relative to many parts of the state.

Market structure and plans

• Postpaid share: Higher than Tennessee average, driven by family plans, employer discounts (large public employers, healthcare, education, logistics), and credit profiles.
• Device mix: iPhone share is notably higher than the Tennessee average; Android remains strong among price‑sensitive and MVNO users.
• MVNO presence: Healthy but less dominant than in rural counties; strongest uptake among cost‑conscious segments and in multi‑SIM households.

Key metrics at a glance (2023–2024)

• Population: low‑to‑mid 370,000s (2020 Census baseline 341,486)
• Estimated smartphone users: 290,000–310,000
• Wireless‑only households: ~105,000–115,000
• 5G coverage: >95% of populated areas; mid‑band 5G widely available in core cities and along I‑24
• Fixed broadband: near‑universal 25/3 Mbps availability; extensive cable and fiber in urban/suburban tracts with ongoing rural fiber buildouts

Actionable implications

• Network planning: Continue mid‑band 5G densification near I‑24, MTSU, and new subdivisions; targeted rural small cells to close remaining pockets.
• Product mix: Emphasize multi‑line postpaid, device financing, and premium 5G tiers; maintain competitive MVNO options for price‑sensitive and mobile‑only segments.
• Services: Expand mobile banking, telehealth partnerships, and student bundles; Spanish‑language outreach supports high‑usage Hispanic segments.
• Digital equity: Focus subsidy awareness and fixed‑wireless access in the remaining fringe areas; leverage ongoing fiber expansion to reduce mobile‑only home internet dependence where it’s involuntary.

Social media usage in Rutherford County, TN (2024–2025 snapshot)

Overall usage

• Adult adoption: Approximately 72% of adults use at least one social platform (local usage closely tracks national benchmarks).
• Multi-platform behavior: Most users maintain accounts on several platforms and consume short-form video daily.

Most-used platforms (share of adults who use the platform)

• YouTube: ~83%
• Facebook: ~68%
• Instagram: ~47%
• Pinterest: ~35%
• TikTok: ~33%
• Snapchat: ~30%
• LinkedIn: ~30%
• WhatsApp: ~29%
• X (Twitter): ~22%
• Reddit: ~22% Note: Percentages reflect U.S. adult usage (Pew Research Center, 2024). Rutherford County patterns align with these due to similar demographics and its placement in the Nashville MSA.

Age-group patterns (local tendencies shaped by MTSU and a younger-than-average population)

• 13–24: Heavy on Instagram, TikTok, and Snapchat; YouTube is near-universal. Low reliance on Facebook except for Marketplace and event groups.
• 25–34: Mix of Instagram, Facebook, YouTube, and TikTok; strong use of Messenger and Snapchat for direct communications; Marketplace for rentals and buy/sell.
• 35–49: Facebook and YouTube dominate; Instagram secondary; TikTok rising for entertainment and discovery.
• 50–64: Facebook (news, groups, Marketplace) and YouTube (how-to, local info) lead; Pinterest notable for projects/DIY.
• 65+: Facebook first; YouTube second; limited use of other platforms.

Gender breakdown (platform skews)

• Female-skewed: Facebook, Instagram, Pinterest, Snapchat.
• Male-skewed: Reddit, X (Twitter), LinkedIn, and slightly YouTube.
• Generally balanced: TikTok and WhatsApp.

Behavioral trends observed locally

• Community and commerce: Facebook Groups and Marketplace are central for local news, yard sales, small business promos, and event discovery across Murfreesboro, Smyrna, and La Vergne.
• Video-first consumption: Short-form video (Reels, TikTok, Shorts) drives discovery; YouTube remains the go-to for longer tutorials and school/sports highlights (MTSU influence).
• Hyperlocal engagement: Nextdoor and Facebook neighborhood groups are used for utilities updates, safety alerts, lost/found pets, and contractor recommendations.
• Events and sports: High engagement around high school sports, MTSU athletics, festivals, and live music; posts with local faces/landmarks outperform generic creative.
• Shopping and services: Facebook and Instagram power local D2C and service bookings; Stories and Reels provide efficient reach for promotions; Pinterest influences home/DIY purchases.
• Messaging behavior: Facebook Messenger and Snapchat are primary for peers; WhatsApp present for family/intl ties and some small-business customer comms.
• Timing and cadence: Evenings and weekends see the strongest engagement; timely posts tied to school calendars, game days, and local events perform best.

Sources: Pew Research Center (2024 Social Media Use), DataReportal (Digital 2024), and regional media market patterns for the Nashville MSA. Percentages provided above are adult usage shares and serve as reliable benchmarks for Rutherford County.