Grayson County

Key demographics for Grayson County, Texas (U.S. Census Bureau — 2020 Census, 2023 Population Estimates, and ACS 2018–2022 5-year):

Population size

• 2023 population estimate: ~146,000
• 2020 Census: ~136,200
• Continued net growth since 2020

Age

• Under 18: ~22%
• 65 and older: ~20%
• Median age: ~40
• Older age profile than the Texas average

Gender

• Female: ~50.7%
• Male: ~49.3%

Racial/ethnic composition (mutually exclusive where noted)

• White, non-Hispanic: ~72%
• Hispanic or Latino (any race): ~15%
• Black or African American, non-Hispanic: ~7%
• Asian, non-Hispanic: ~2%
• Two or more races, non-Hispanic: ~4%
• American Indian/Alaska Native and other, non-Hispanic: ~1%

Households

• Total households: ~54,000–55,000
• Average household size: ~2.5 persons
• Family households: ~66% of households
• Married-couple families: ~48% of households
• Nonfamily households: ~34%

Insights

• Steady post-2020 population growth with a sizeable 65+ share indicates ongoing demand for healthcare, senior services, and age-targeted housing.
• Predominantly non-Hispanic White with a meaningful and growing Hispanic community; diversity is increasing gradually.
• Household size is modest, supporting demand for both single-family and smaller units.

Grayson County, TX email usage snapshot:

• Local density/connectivity: ≈145,000 residents across ≈930 sq mi (≈155 residents/sq mi). The Sherman–Denison corridor is well served; rural Lake Texoma and western tracts have patchier fixed options.
• Estimated email users: ≈115,000 residents (~80% of total; ~93% of adults).
• Age distribution of email users: 13–17: 6% (7k); 18–29: 19% (22k); 30–49: 34% (39k); 50–64: 24% (28k); 65+: 17% (~19k).
• Gender split among users: female 51%, male 49% (near parity).
• Digital access trends: ~87% of households maintain a broadband subscription; ~72% have wired (cable/DSL/fiber) at home; ~15% are mobile‑only. 5G covers major corridors; typical fixed speeds run 100–300 Mbps in cities and 25–100 Mbps in rural zones. Ongoing fiber buildouts since 2022 (notably AT&T and Spectrum) are expanding availability around Sherman, Denison, and growth areas along US‑75, nudging email adoption higher. Libraries plus campuses (Austin College, Grayson College) provide robust public Wi‑Fi that backstops access.

Grayson County, TX mobile phone usage summary (2024)

User estimates and device mix

• Population base: about 145,000 residents; roughly 112,000 adults (18+).
• Adults with a mobile phone: ~92% (about 103,000 adults).
• Adults with a smartphone: ~84% (about 94,000 adults).
• Households relying on a smartphone as their primary or only internet connection: ~28% of ~56,000 households (about 15,500 households). This “smartphone-only” share is several points higher than the Texas average and reflects gaps in fixed broadband access outside Sherman–Denison.

How Grayson differs from the Texas state picture

• Slightly lower overall smartphone adoption among adults (mid-80s% in Grayson vs upper-80s% statewide) due to an older age profile and more rural households.
• Higher smartphone-only reliance (about 28% vs low-20s% statewide), driven by patchier fiber/fast cable in rural precincts and budget-sensitive subscribers.
• Lower median mobile speeds in town centers (typically 60–90 Mbps across carriers in Sherman–Denison) and wider rural performance gaps (often 10–25 Mbps), trailing Texas’ statewide median by roughly 15–30%.
• Higher prepaid penetration (about one-third of lines), reflecting a larger share of cost-conscious users than the statewide mix.

Demographic breakdown of use and reliance

• Age: 18–49 year-olds have near-statewide smartphone penetration (mid- to high-90s%). Adoption dips among 65+ (roughly low-70s%), raising the county’s overall gap vs Texas. However, 65+ adoption has been rising 2–3 points per year as larger-screen, lower-cost 5G devices proliferate.
• Income: Households under $50k show the highest smartphone-only reliance, frequently substituting unlimited mobile data for home broadband. Middle-income households use hybrid connectivity (mobile plus cable/fiber where available).
• Race/ethnicity: Hispanic and Black residents are more likely than White non-Hispanic residents to be smartphone-only for home internet, mirroring statewide patterns but with a larger gap in rural tracts.
• Geography: Smartphone adoption and performance are strongest along the Sherman–Denison and US‑75 corridor, with heavier data consumption and denser sites. Rural townships near Lake Texoma, Hagerman NWR, and far-northern blocks show more LTE fallback, lower speeds, and higher smartphone-only dependence.

Digital infrastructure and performance

• Carrier footprint: AT&T, T‑Mobile, and Verizon all provide countywide LTE and broad 5G coverage. Mid‑band 5G (2.5 GHz on T‑Mobile; C‑band on Verizon/AT&T) is established in Sherman–Denison and along US‑75, with low‑band 5G/LTE handling most rural coverage.
• Typical performance
  • Sherman–Denison, US‑75/US‑82 corridors: 5G mid‑band commonly 150–400 Mbps when signal is strong; weighted median across carriers usually 60–90 Mbps given load and indoor use. Latency often 25–40 ms.
  • Rural areas and lake communities: 5–25 Mbps on LTE/low‑band 5G is common indoors; outdoor and near-highway performance is better but variable. Latency typically 40–60 ms.
• Capacity pinch points: Weekend and seasonal surges around Lake Texoma and event venues; rush-hour load along US‑75; indoor coverage in metal-sided buildings and large exurban homes. These areas are where users most often report speed drops and video buffering.
• Backhaul and densification: Macro sites are concentrated along US‑75/US‑82 and city arterials with microwave and fiber backhaul. Small-cell and sector-upgrades are occurring near commercial nodes and new residential builds south of Sherman. mmWave remains sparse and largely venue-specific.
• Fixed network interplay: Spectrum (cable) covers most city blocks; AT&T fiber is present in parts of Sherman, Denison, and growth areas toward the Collin County line; GCEC Fiber and WISPs (e.g., Nextlink/Rise) serve pockets outside city centers. Because fiber availability is meaningfully lower than in major Texas metros, mobile networks shoulder more home-internet substitution via hotspotting and fixed-wireless (T‑Mobile/Verizon) plans.

Behavioral and market notes

• Prepaid and value MVNOs are over-represented vs the state average, supported by strong retail presence and budget sensitivity.
• Average smartphone data use trends high for a rural-suburban county (roughly 20–25 GB per line per month), reflecting video streaming and smartphone-only households.
• Daytime mobility patterns (commuting toward Collin/DFW and regional freight on US‑75) shape site loading; evening peaks shift toward residential clusters and lakefront areas.

Implications

• Coverage is broadly adequate, but capacity—not reach—is the main limiter in growth zones and around Lake Texoma during peaks. Mid‑band 5G upgrades help, yet additional sectors/small cells will matter as population grows.
• The county’s higher smartphone-only reliance makes affordable, reliable mobile data central to digital inclusion. Expanding fiber and high-capacity fixed wireless in rural tracts would reduce pressure on cellular networks and narrow the performance gap with the Texas average.
• Senior adoption is the main demographic headroom: simplified 5G devices and bundled health/safety apps are likely to lift usage among 65+ residents faster than the state trend.

Social media usage in Grayson County, TX — 2024 snapshot

Baseline

• Population context: Grayson County has roughly mid-140,000s residents; about 112,000–115,000 are adults (18+). All counts below are modeled by applying 2024 U.S. platform adoption rates to the county’s adult base.

Most-used platforms (adults), estimated penetration and local reach

• YouTube: ~83% of adults (≈93,000–95,000 users)
• Facebook: ~68% (≈76,000–78,000)
• Instagram: ~47% (≈52,000–54,000)
• Pinterest: ~35% (≈39,000–40,000)
• TikTok: ~33% (≈37,000–38,000)
• Snapchat: ~27% (≈30,000–31,000)
• X (Twitter): ~22% (≈24,000–25,000)
• LinkedIn: ~22% (≈24,000–25,000)
• Reddit: ~22% (≈24,000–25,000)

Age group patterns (applied locally from national usage rates)

• Ages 18–29: YouTube ~95%; Instagram ~78%; Snapchat ~65%; TikTok ~62%; Facebook ~70%. Heaviest daily use and highest short‑form video creation.
• Ages 30–49: YouTube ~93%; Facebook ~78%; Instagram ~55%; TikTok ~39%; Pinterest ~40%; LinkedIn ~30%. Strong Reels/Stories consumption; active local buying/selling via Marketplace.
• Ages 50–64: Facebook ~73%; YouTube ~83%; Instagram ~36%; Pinterest ~35%; TikTok ~24%. News, community groups, hobby content; growing comfort with short‑form video.
• Ages 65+: Facebook ~62%; YouTube ~60%; Pinterest ~22%; Instagram ~15%; TikTok ~10%. Local news, church, health, civic updates; lower posting frequency, higher lurker behavior.

Gender breakdown (directional skews seen locally)

• Women: Higher use of Facebook, Instagram, Pinterest; strong participation in private neighborhood/parent/church groups and Marketplace. More frequent engagement with Reels and local boutique/restaurant content.
• Men: Higher use of YouTube, Reddit, X; stronger interest in local sports, outdoor/boating (Lake Texoma), trades/DIY, and breaking weather. More long‑form viewing on YouTube alongside shorts.

Behavioral trends in Grayson County

• Facebook is the community backbone: School districts, city/county agencies, churches, youth sports, and event organizers rely on Pages and Groups. Marketplace is the dominant local commerce channel.
• Short‑form video drives discovery: TikTok and Instagram Reels are primary engines for restaurant openings, weekend events, and “things to do” around Sherman/Denison and Lake Texoma; successful posts often get cross‑posted between platforms.
• YouTube sustains how‑to and hobby culture: High consumption of DIY, trades, home improvement, fishing/boating, and automotive content; creators see steady search‑led views.
• Messaging and ephemeral use among youth: Snapchat remains a daily habit for teens/young adults (Stories, DMs, Snap Map), while Instagram DMs/Stories are the default for 20‑ and 30‑somethings.
• News and weather: Facebook and YouTube carry most local news; X usage spikes during severe weather and traffic incidents but remains niche day‑to‑day.
• Commerce and conversion: Facebook/IG lead for lead‑gen and event RSVPs; Reels and TikTok outperform static posts for reach and click‑through; Pinterest reliably drives traffic for home, food, and wedding niches.
• Time-of-day engagement: Peaks on weeknights 7–9 p.m.; weekend mid‑day bumps for events, dining, and retail. Video outperforms photos across platforms.

Notes on methodology

• Platform percentages reflect 2024 U.S. adult adoption rates (e.g., Pew Research Center) applied to Grayson County’s estimated adult population to yield local user counts. Actual local penetration can vary by ±5–10 percentage points depending on neighborhood, income, and broadband access.