Manitowoc County

Manitowoc County, Wisconsin — key demographics (most recent Census Bureau data)

Population

• Total population: ~81,300 (2023 estimate)

Age

• Median age: ~45 years (ACS 2019–2023)
• Under 18: ~21%
• 18–64: ~57%
• 65 and over: ~22% Insight: Older age profile than the U.S. overall.

Gender

• Female: ~50%
• Male: ~50%

Race and ethnicity (ACS 2019–2023)

• White alone: ~90%
• Black or African American alone: ~1%
• American Indian and Alaska Native alone: ~0.5%
• Asian alone: ~3%
• Native Hawaiian/Other Pacific Islander alone: ~0.1%
• Two or more races: ~4–5%
• Hispanic or Latino (of any race): ~5%
• White alone, not Hispanic or Latino: ~86%

Households (ACS 2019–2023)

• Number of households: ~33,800
• Average household size: ~2.3
• Family households: ~61% of households
• Married-couple households: ~46%
• Households with children under 18: ~25%
• Nonfamily households: ~39%
• One-person households: ~32%
• Householder living alone age 65+: ~13%

Sources: U.S. Census Bureau, 2023 Population Estimates; American Community Survey 2019–2023 5-year tables (DP05, S0101, S1101). Figures rounded for clarity.

Manitowoc County, WI email usage snapshot

• Population and density: 81,359 residents (2020 Census); land area ≈589 sq mi; ~138 people per sq mi.
• Estimated email users: ~59,100 adult users (≈73% of total population), applying national adult email adoption to local age structure.
• Age distribution of users (est.): 18–34: ~14,100; 35–54: ~20,500; 55–64: ~9,500; 65+: ~15,000. County age mix (approx.): Under 18 21%, 18–34 18%, 35–54 26%, 55–64 13%, 65+ 22%.
• Gender split among users: ~50.5% female, ~49.5% male, mirroring the county’s population.
• Digital access and trends (ACS-based): ~91% of households have a computer; ~84% have a broadband subscription; ~10% have no internet subscription; ~7% rely on smartphone-only internet. Adoption has trended upward over the past several years, with smartphone reliance steady among lower-density and lower-income tracts.
• Local connectivity facts: Fixed broadband access and gigabit cable are strongest in the urbanized lakeshore (Manitowoc and Two Rivers, along the I‑43 corridor); western rural townships show lower fixed-broadband adoption and greater smartphone-only dependence, consistent with lower household density.

Method notes: Email user counts are derived by applying national adult email adoption rates to Manitowoc’s age structure from recent Census/ACS data.

Summary of mobile phone usage in Manitowoc County, Wisconsin

Core population context

• Population: about 81,000; older age profile than Wisconsin overall (median age ≈44 vs ≈40 statewide), with a higher rural share. This age/rural mix is the single biggest driver of differences from statewide mobile patterns.

User estimates (adults 18+)

• Any mobile phone: 59,000–62,000 users (≈93–96% of adults). This is 1–2 percentage points below the Wisconsin average, largely due to the county’s older age structure.
• Smartphones: 54,000–58,000 users (≈85–90% of adults), also a few points below the statewide rate.
• Smartphone-only internet households (mobile data is the only at-home internet): roughly 5,300–6,400 households, about 16–19% of all households, modestly above the statewide share. This reflects pockets where fixed broadband choices are limited outside the Manitowoc–Two Rivers urban area.

Demographic breakdown (share of adults with a smartphone)

• By age
  • 18–34: ≈96–98% (on par with or slightly above statewide)
  • 35–64: ≈90–93% (near statewide)
  • 65+: ≈70–76% (several points below statewide; the county’s larger 65+ cohort lowers the overall county average)
• By income
  • <$25k: ≈72–78%
  • $25k–$75k: ≈86–90%

  • $75k: ≈95–98%

• Urban vs rural within the county
  • Manitowoc/Two Rivers: smartphone adoption near statewide averages
  • Townships and hamlets: typically 3–5 percentage points lower than the urban centers

Digital infrastructure and coverage patterns

• Carriers and networks: AT&T (including FirstNet for public safety), Verizon, T-Mobile, and UScellular all operate in the county. UScellular’s rural footprint is more influential here than in Wisconsin’s largest metros.
• 5G availability
  • Mid-band 5G (e.g., Verizon C-band, T-Mobile n41) is established in and along the I‑43 corridor and within Manitowoc and Two Rivers, supporting strong performance in town and on major routes.
  • Low-band 5G and LTE remain the primary layers in rural zones, with more variable indoor coverage in low-density areas and around woodlands and rolling terrain inland from the lakeshore.
• Tower and site distribution: Sites are concentrated along I‑43, US‑10/151, WI‑42/57, near industrial areas, and around the Manitowoc–Two Rivers urbanized shoreline. Spacing increases inland toward townships like Meeme, Liberty, Schleswig, Franklin, and Cato, where signal reliability can waver between carriers.
• Emergency and enterprise coverage: FirstNet deployment has strengthened AT&T’s coverage at civic facilities and along priority corridors; maritime/port-adjacent zones on the lakeshore can see atypical propagation and handoff behavior due to over-water signal travel and large metal structures.

How Manitowoc County differs from the Wisconsin state pattern

• Slightly lower overall smartphone penetration, driven by an older population and a higher rural share.
• Larger role for UScellular than in the state’s largest counties; residents are more likely to multi-home plans across carriers to hedge rural coverage gaps.
• Higher incidence of smartphone-only households than the statewide average, reflecting uneven fixed-broadband competition in rural census blocks.
• 5G mid-band coverage is strong along primary corridors and in the two principal cities but is less uniform countywide than in Milwaukee, Dane, Waukesha, and Brown counties; rural users more often fall back to low-band 5G/LTE.

Implications

• Marketing and service mix: Prepaid and budget-friendly plans, robust voice-over-LTE reliability, and devices with better radios (including band 12/13/71 and C-band/n41 support) matter more than in urban-only Wisconsin segments.
• Network planning: Additional mid-band 5G infill and rural LTE/5G carrier aggregation inland from the lakeshore would yield outsized improvements relative to population, especially for older users who rely on strong indoor voice coverage.
• Digital equity: Smartphone-only households are a notable share outside Manitowoc and Two Rivers; plans with generous hotspot data and affordable 5G home offerings can close access gaps more here than statewide.

Social media usage in Manitowoc County, WI (2024–2025 snapshot)

County and internet baseline

• Population: ≈81,000 residents (U.S. Census 2023 estimate); median age ≈45; the county skews older with roughly one in five residents 65+
• Broadband: ≈85% of households have a broadband subscription (ACS 2018–2022)
• Adults: ≈63,000 residents age 18+; about 7 in 10 U.S. adults use at least one social platform (Pew), implying ≈45,000 adult social media users in the county

Most-used platforms among adults (modeled penetration and estimated users)

• YouTube: 83% of adults → ≈52.6k users
• Facebook: 68% → ≈43.1k
• Instagram: 47% → ≈29.8k
• Pinterest: 35% → ≈22.2k
• TikTok: 33% → ≈20.9k
• Snapchat: 30% → ≈19.0k
• LinkedIn: 30% → ≈19.0k
• X (Twitter): 27% → ≈17.1k
• Reddit: 22% → ≈14.0k
• WhatsApp: 21% → ≈13.3k
• Nextdoor: 20% → ≈12.7k Notes: Percentages are current U.S. adult adoption rates (Pew Research Center, 2024) applied to Manitowoc’s adult population to size likely user bases locally.

Age groups and usage tendencies

• 18–29: Heavy on Instagram, Snapchat, TikTok; Facebook is secondary; YouTube is universal for entertainment, music, and creators
• 30–49: Mixed stack with Facebook, Instagram, YouTube; TikTok growth for short-form video and product discovery
• 50–64: Facebook and YouTube dominate; rising Instagram/Reels consumption; Pinterest strong for DIY/home content
• 65+: Facebook remains the primary social platform; YouTube used for news recaps, how‑to, and church/community content

Gender breakdown

• County population is roughly even by gender (slight female majority). Platform skews mirror national patterns:
  • More female: Facebook (slightly), Instagram (slightly), Pinterest (strongly)
  • More male: YouTube, Reddit, X (Twitter)
  • LinkedIn is relatively balanced

Behavioral trends observed in similar Midwest counties with older age profiles (applicable locally)

• Facebook is the community backbone: local news, schools, sports, city/county updates, events, and Marketplace drive consistent daily use and shares
• Groups and Marketplace are the highest-engagement surfaces; local buy/sell, volunteer, and “things to do” groups are influential
• Short-form video is surging: Facebook Reels/TikTok clips featuring local food, outdoor/lakefront, events, and small businesses are top discovery formats
• Instagram is the visual layer for restaurants, boutiques, arts, and tourism; Stories and Reels outperform feed posts
• YouTube is key for how‑to/repair, outdoor/hobby content, and recaps; businesses using simple tutorial or behind‑the‑scenes videos gain durable search traffic
• Snapchat remains the default messenger for teens/younger adults; ephemeral updates around school, sports, and friend groups
• LinkedIn is effective for manufacturing, skilled trades, and healthcare recruiting; employer branding posts perform better than generic job listings
• Nextdoor usage is neighborhood- and city‑centered (Manitowoc/Two Rivers): municipal notices, lost/found, safety, and contractor referrals
• Messaging layers (Facebook Messenger, WhatsApp) matter for appointment setting and customer service; responses within 1–2 hours improve conversion

Practical takeaways

• Prioritize Facebook and YouTube for county‑wide reach; add Instagram and TikTok for under‑50 reach and discovery
• Lead with vertical short‑form video (Reels/TikTok) and Facebook Group distribution; cross‑post to YouTube Shorts for search longevity
• Use Facebook Events and local Groups for attendance-driven campaigns; Marketplace for retail/resale
• For recruitment, mix LinkedIn (professional roles) with Facebook (volume roles) and short video testimonials

Sources and method

• U.S. Census Bureau, QuickFacts: Manitowoc County, Wisconsin (2023 population)
• American Community Survey (ACS 2018–2022), household broadband subscription
• Pew Research Center, Social Media Use in 2024 (U.S. adult platform adoption rates)
• Local counts are modeled by applying Pew’s U.S. adult adoption percentages to Manitowoc’s estimated adult population; teen usage is not included in the platform counts above.