Unicoi County

Unicoi County, Tennessee – Key Demographics

Population size

• 17,928 (2020 Census)
• ~17.8k–17.9k (2023 Census estimate; essentially stable to slightly declining since 2010)

Age

• Median age: ~47 years (ACS 2018–2022)
• Under 18: ~19–20%
• 65 and over: ~23–24%
• Insight: Older-than-average age profile, indicating an aging population.

Gender

• Female: ~51%
• Male: ~49%

Racial/ethnic composition (ACS 2018–2022)

• White alone: ~94–95%
• Black or African American: ~0.6–0.8%
• American Indian/Alaska Native: ~0.3–0.4%
• Asian: ~0.2–0.4%
• Two or more races: ~2–4%
• Hispanic or Latino (of any race): ~2–3%
• Insight: Predominantly White, with small but present multiracial and Hispanic/Latino communities.

Household data (ACS 2018–2022)

• Households: ~7,700–7,900
• Persons per household: ~2.2
• Family households: ~65% of households; average family size ~2.7–2.8
• Owner-occupied rate: ~78–80%
• Insight: Small household sizes and high homeownership consistent with a rural, aging county.

• Scope: Unicoi County, TN (≈18,000 residents; ≈186 sq mi; density ≈97 people/sq mi).
• Estimated email users: ≈12,800 adults use email (≈89% of ≈14,400 adults), derived from Pew U.S. email adoption adjusted for local internet subscription patterns.
• Age distribution of email users (est.):
  • 18–34: ≈22% (~2,800)
  • 35–54: ≈36% (~4,600)
  • 55–64: ≈17% (~2,200)
  • 65+: ≈25% (~3,200) Older-leaning demographics modestly reduce adoption at 65+, but overall usage remains high.
• Gender split of email users (est.): Female ≈51% (6,500), Male ≈49% (6,300), mirroring county demographics.
• Digital access and trends (est., ACS-style patterns for Unicoi 2018–2022):
  • Home broadband (cable/DSL/fiber/fixed wireless): ≈80% of households
  • Cellular-data–only home internet: ≈8%
  • No home internet: ≈12%
  • ≈90% of households have a computer or smartphone Trend: Broadband subscriptions have risen steadily since 2016; smartphone-only reliance is stable around 8–10%; the “no home internet” share is gradually shrinking.
• Connectivity facts: Municipal fiber (Erwin Utilities/Erwin Fiber) offers gigabit service in population centers (Erwin/Unicoi), while mountainous terrain creates pockets with weaker fixed coverage, elevating mobile hotspot use in outlying hollows. These access patterns largely determine email uptake and frequency of use.

Mobile phone usage in Unicoi County, Tennessee (2024)

Key differences versus Tennessee overall

• Lower smartphone penetration driven by an older population and lower incomes
• Higher reliance on cellular data as a primary home internet connection due to mountainous terrain and fixed-broadband gaps
• 5G coverage is present but more dependent on low-band; mid-band 5G capacity is spottier than the statewide norm
• Slightly lower “wireless-only” (no landline) household rate than the state because seniors retain landlines at higher rates

Population and household baseline

• Total population: ~17,700
• Adults (18+): ~14,500
• Households: ~7,600
• Age 65+: ~26% (vs ~17% statewide)
• Median household income: ~$45,000 (vs ~$65,000 statewide)

User estimates (2024)

• Adult smartphone users: ~11,600 (≈80% of adults), vs ≈85% statewide
• Basic-phone-only users: ~2,300 (≈16%)
• Adults with no mobile phone: ~600 (≈4%)
• Households with at least one smartphone: ~6,200 (≈82% of households), vs ≈87% statewide
• Households relying on cellular for home internet (smartphone hotspot, mobile hotspot, or LTE/5G fixed wireless): ~1,650 (≈22%), vs ≈13% statewide
• Wireless-only households (no landline): ~5,000 (≈66%), vs ≈71% statewide

Demographic breakdown (usage patterns)

• By age (smartphone ownership, adults):
  • 18–29: ~96%
  • 30–49: ~92%
  • 50–64: ~78%
  • 65+: ~64% (below state’s 65+ adoption rate)
• Income effect:
  • Under $35k: smartphone adoption notably lower; higher reliance on prepaid and mobile-only internet
  • $35k–$75k: mainstream adoption; family plans dominate
  • $75k+: high adoption and higher incidence of 5G-capable devices
• Urban–rural within-county:
  • Erwin/Unicoi (I-26 corridor): higher 5G device uptake and data use
  • Outlying hollows and forest-adjacent areas: more basic-phone retention, signal boosters, and mobile-only home internet

Digital infrastructure and performance

• Networks present: AT&T (including FirstNet for public safety), Verizon, T-Mobile
• Coverage pattern:
  • Strongest, most consistent service along I-26 (Erwin, Unicoi town) and primary roads
  • Coverage gaps and weak indoor service in mountainous areas (e.g., upper Nolichucky River gorge, Limestone Cove, Unaka/Spivey Mountain areas, pockets near Cherokee National Forest)
• 5G availability:
  • Low-band 5G covers most populated corridors
  • Mid-band 5G (capacity) is notably patchier than statewide averages, leading to more frequent reversion to LTE in valleys
• Typical speeds (user experience):
  • Town centers and I-26: 5G often 100–200+ Mbps when mid-band is present; 30–100 Mbps where low-band 5G/LTE predominates
  • Valleys/forested terrain: variable, frequently sub‑10 Mbps or intermittent/no signal
• Fixed broadband context:
  • Approximately one-fifth of households lack access to modern fixed broadband tiers (e.g., 100/20 Mbps), materially higher than the statewide share
  • This supply gap directly elevates mobile-only and LTE/5G fixed‑wireless use for home connectivity

Behavioral and plan trends

• Prepaid share is higher than statewide, reflecting price sensitivity and credit constraints; family plans common among working-age households
• Seniors show higher basic-phone retention and lower use of data-heavy services; text/voice remain disproportionately important
• Mobile hotspots and phone tethering are frequently used for schoolwork, telehealth, and remote tasks where fixed broadband is unavailable or unaffordable

What the trends mean

• Adoption: Overall smartphone penetration in Unicoi County runs 4–6 percentage points below the Tennessee average, with the gap concentrated among residents 50+ and lower-income households
• Access: Mobile networks are the primary backstop for broadband gaps; roughly 1 in 5 households depends on cellular for home internet, almost double the statewide rate
• Capacity: 5G exists but with less mid-band reach than the state average; performance is highly location-dependent due to terrain
• Equity: The combination of an older population, lower incomes, and mountainous coverage constraints produces a more pronounced digital divide than is typical statewide

Notes on estimation

• Figures reflect 2024 estimates synthesized from federal surveys on device and phone use, state wireless-only trends, ACS demographic baselines, and observed rural adoption patterns in Northeast Tennessee. Where county-specific administrative measures are unavailable, ranges are anchored to conservative rural adjustments from statewide and national benchmarks.

Unicoi County, TN social media snapshot (2025)

County context

• Population: 17,928 (2020 Census). Adult-skewing rural county; female ≈50–51%, male ≈49–50%.
• Mobile-first usage is prevalent; Facebook and YouTube are the default entry points for news, community updates, and entertainment.

Estimated user base

• Adults using at least one social platform: approximately 11,500–12,500 residents (about 78–82% of adults; ≈65–70% of total population).

Most‑used platforms (share of adults; modeled from 2024 Pew usage rates adjusted for rural/older age mix)

• YouTube: 78–82%
• Facebook: 66–70%
• Instagram: 35–40%
• TikTok: 27–33%
• Pinterest: 27–32% (notably higher among women)
• Snapchat: 22–28% (concentrated among teens/young adults)
• X (Twitter): 15–22%
• LinkedIn: 10–15% (mostly commuters/professionals)

Age-group profile of social media users (share of local users; modeled)

• 13–17: 5–7% (heavy on TikTok/Snapchat; school sports and local events drive engagement)
• 18–29: 18–22% (Instagram/TikTok/Snapchat first; Reels/short video dominant)
• 30–49: 33–38% (Facebook and YouTube core; Instagram secondary)
• 50–64: 22–26% (Facebook Groups, Marketplace, YouTube how‑tos)
• 65+: 18–22% (Facebook and YouTube; limited adoption of newer apps)

Gender breakdown among users (modeled)

• Overall: slightly female‑skewed at roughly 52–54% women, 46–48% men.
• Platform tendencies: women over-index on Facebook and Pinterest; men over-index on YouTube and X.

Behavioral trends

• Community-first: Facebook Groups (local news, churches, schools, youth sports) drive daily engagement; recommendations in Groups are highly trusted.
• Commerce: Facebook Marketplace is heavily used for vehicles, tools, furniture, and local services; call or message-to-purchase behavior is common.
• Video habits: YouTube for DIY, home/auto repair, hunting/outdoors, and product research; short-form video (Reels/TikTok) performs best for events and promotions.
• Messaging: Facebook Messenger is the default; Snapchat DMs common among teens/20s; WhatsApp penetration is low.
• Posting/engagement rhythms: Peaks most evenings (6–9 pm ET) and weekends; weather, school calendars, and local sports noticeably shift conversation volume.
• Content cues that perform: locally recognizable faces/places, event reminders, giveaways, before‑and‑after visuals, and short videos with captions; links to external sites underperform vs native posts.
• Ad performance patterns: Geo-targeted Facebook/Instagram placements with simple CTAs (call, message, directions) outperform link-click campaigns; older audiences prefer click‑to‑call.

Most-used platform ranking (adults)

1. YouTube
2. Facebook
3. Instagram
4. TikTok
5. Pinterest
6. Snapchat
7. X (Twitter)
8. LinkedIn

Notes on method and sources

• Population and sex ratio: U.S. Census Bureau, 2020 Decennial Census (Unicoi County, TN).
• Platform percentages and age/gender tendencies: Pew Research Center, Social Media Use in 2024. Figures above are localized estimates derived by adjusting national rates for rural counties with older age profiles; presented as ranges to reflect uncertainty at the county level.