Oconto County

Oconto County, Wisconsin — key demographics (latest available Census/ACS)

Population size

• 38,965 (2020 Decennial Census)
• ~39,300 (Census Bureau 2023 population estimate; rounded)

Age

• Median age: ~45 years (ACS 2019–2023)
• Under 18: ~22%
• 18–64: ~58%
• 65 and over: ~21%

Gender

• Male: ~50%
• Female: ~50%

Racial/ethnic composition (2020 Census; Hispanic is any race)

• White, non-Hispanic: ~93%
• American Indian and Alaska Native, non-Hispanic: ~2–3%
• Two or more races, non-Hispanic: ~2%
• Hispanic/Latino: ~2%
• Black/African American, non-Hispanic: <1%
• Asian, non-Hispanic: <1%

Households and housing (ACS 2019–2023)

• Households: ~16,000–16,500
• Average household size: ~2.4
• Family households: ~68% of households
• Married-couple families: ~55% of households
• Households with children under 18: ~25%
• One-person households: ~27% (about half of these are 65+)
• Owner-occupied housing: ~80%+

Insights

• Older-than-state-average age structure with about one in five residents 65+
• Predominantly non-Hispanic White, with small but growing Hispanic and multiracial populations
• Small household sizes and high homeownership typical of rural counties

Oconto County, WI email usage snapshot:

• Estimated users: ~33,400 residents (≈86% of ~39,000 population) use email.
• Age distribution of users (share of users): <18: 17% (5.7k); 18–29: 13% (4.5k); 30–49: 27% (8.9k); 50–64: 23% (7.7k); 65+: 20% (~6.6k). Adoption rates applied by age: ~70% (<18), 96% (18–29), 95% (30–49), 90% (50–64), 80% (65+).
• Gender split among users: ~49% male, 51% female, reflecting slightly higher adoption among older women.

Digital access and connectivity:

• About 81% of households subscribe to broadband; ~90% have a computer or smartphone. Roughly 14% are smartphone‑only internet households.
• Access is strongest along the US‑41 corridor (Little Suamico–Oconto–Oconto Falls) with cable and growing fiber; northern and forested townships rely more on DSL/fixed wireless and see slower speeds and higher latency.
• 4G coverage is countywide with expanding 5G along US‑41 and in population centers, improving mobile email access.

Local density/context:

• Population density is roughly 39 people per square mile across ~1,000 square miles of land, underscoring rural dispersion that drives the urban‑rural digital gap and variability in email access quality.

Mobile phone usage profile: Oconto County, Wisconsin

Executive snapshot (context)

• Population: 38,965 (2020 Census). Land area: 998 sq mi; low density (39 per sq mi), markedly more rural than the Wisconsin average.
• Age structure skews older than the state: larger 50–64 and 65+ cohorts, smaller 18–34 cohort.

User estimates

• Adult mobile phone users (any cellphone): 29,100 adults, ~95% of the county’s ~30,700 adults. Basis: Pew Research national “any cellphone” ownership (95%) applied to the county’s adult population.
• Adult smartphone users: ~27,300 adults, ~89% of adults. Method: age-weighted estimate using Pew 2023 smartphone ownership rates (18–34 ≈95%, 35–49 ≈97%, 50–64 ≈90%, 65+ ≈76%) applied to Oconto’s older-skewing age mix.
• Wireless-only (no landline) households: ~11,000–11,800 of ~16,300 households (≈68–72%). Basis: CDC/NCHS wireless substitution rates adjusted downward a few points from statewide due to Oconto’s older age profile.
• Smartphone-dependent internet households (cellular data plan but no fixed home broadband): 1,600–1,900 households (≈10–12%). This is several points higher than typical Wisconsin rates (6–8%), reflecting rural infrastructure gaps.

Demographic breakdown of mobile use (modeled)

• By age
  • 18–34: ~95% smartphone; near state norms.
  • 35–49: ~97% smartphone; at or slightly above state norms.
  • 50–64: ~88–92% smartphone; a bit lower than state urban cohorts.
  • 65+: ~72–78% smartphone; below statewide senior averages given the county’s older mix.
• By geography within the county
  • Highest adoption and 5G availability: Oconto, Oconto Falls, Little Suamico, and along the US‑41 corridor into Brown County.
  • Lower adoption and greater reliance on basic LTE/voice: northern and interior townships, especially near and within the Chequamegon‑Nicolet National Forest footprint.
• By income and housing
  • Lower-income and rental households show higher smartphone-dependence for home internet and higher prevalence of cellular-only service, a stronger effect than statewide due to fewer wired alternatives in rural blocks.

Digital infrastructure points

• Carrier presence: AT&T (including FirstNet Band 14), Verizon, T‑Mobile (including 600 MHz Band 71), and UScellular operate in the county. Low-band spectrum underpins broad rural LTE coverage; mid-band 5G is concentrated near towns and highways.
• 5G footprint: Available along US‑41 and in population centers (Oconto, Oconto Falls, Little Suamico). Coverage thins quickly outside these corridors; most interior areas are LTE-only. The county’s effective 5G area share is materially smaller than the statewide average.
• Coverage quality: Strong along primary highways and in towns; signal reliability degrades in heavily forested and hilly terrain in the north and near larger water bodies. Indoor coverage in older, larger homes can depend on low-band support and proximity to sites.
• Fixed wireless home internet: 4G/5G home internet offers from national carriers are available in and around the corridor communities; availability drops in sparsely populated census blocks.
• Public safety: FirstNet coverage generally tracks AT&T’s macro grid along major corridors and municipalities; gaps are more likely in remote interior areas, consistent with rural Wisconsin patterns.

How Oconto County differs from Wisconsin overall

• Older population and rural settlement pattern produce:
  • Slightly lower overall adult smartphone penetration (by roughly 1–2 percentage points) than the statewide average.
  • A higher share of smartphone-dependent households for home internet (about 3–5 points higher than the state), due to fewer fixed broadband options in remote blocks.
  • A smaller, more fragmented 5G footprint and greater reliance on low-band LTE for coverage, leading to lower median mobile speeds and more variability than urban/suburban Wisconsin.
  • Wireless-only (no landline) remains prevalent but is a few points lower than the statewide rate because older households retain landlines at higher rates.

Method notes

• Population and age structure: 2020 Decennial Census for Oconto County.
• Mobile ownership rates: Pew Research Center 2023 device ownership by age; applied via age-weighting to estimate county smartphone and cellphone users.
• Wireless-only households: CDC/NCHS National Health Interview Survey (wireless substitution) used to anchor state-level rates and adjusted for Oconto’s older age mix.
• Smartphone-dependent households: estimated from ACS “internet subscription” patterns, with rural uplift applied relative to statewide benchmarks.
• Infrastructure characterization: synthesis of carrier-disclosed rural spectrum/coverage strategies in Wisconsin, FCC mobile coverage maps, and known geography/topography constraints within Oconto County.

These figures combine definitive demographic statistics with transparent, conservative modeling to quantify mobile phone usage and to highlight county-versus-state differences relevant to planning, outreach, and network strategy.

Oconto County, WI social media snapshot (2025)

Context and population

• Population: ~39,000 residents; older-than-average profile (median age mid-40s), with roughly 1 in 5 residents age 65+. Gender split is roughly even (about 50% female, 50% male).
• Note on method: County-specific social media surveys are not publicly available. Figures below are defensible, model-based estimates using recent US platform usage (e.g., Pew Research Center 2023–2024) adjusted for Oconto County’s older age mix and rural context. Ranges indicate credible intervals rather than point guesses.

Overall social media penetration

• Adults using at least one social platform: 70–75% monthly; 60–65% weekly; 45–55% daily.
• Teens (13–17): 85–90% use at least one platform weekly.

Most-used platforms among adults (estimated monthly reach)

• Facebook: 70–80% (daily 55–65%). Most dominant platform; strong local Groups and Marketplace usage.
• YouTube: 70–80% (weekly 55–65%). Broad, cross‑age reach for DIY, outdoors, local sports highlights.
• Instagram: 25–35% (daily 15–25%). Concentrated in 18–34s; lighter among 50+.
• TikTok: 18–25% (daily 10–15%). Fast growth in 18–34; limited 55+ adoption.
• Snapchat: 15–20% (daily 10–15%). Primarily teens and early 20s.
• Pinterest: 25–30% (weekly 15–20%). Strong among women 25–54 for recipes, crafts, home/outdoor projects.
• X (Twitter): 10–15% (weekly 7–10%). Niche, news/sports oriented.
• LinkedIn: 8–12% (monthly) with concentration in healthcare, education, government, skilled trades management.
• Nextdoor: 5–10% (monthly) where neighborhoods are supported; less universal in rural areas.

Age-group usage patterns (share using each platform monthly, by age)

• 13–17: Snapchat 65–75%; YouTube 85–95%; TikTok 70–80%; Instagram 55–65%; Facebook 25–35%.
• 18–29: YouTube 85–90%; Instagram 65–75%; TikTok 55–65%; Snapchat 45–55%; Facebook 55–65%.
• 30–49: Facebook 70–80%; YouTube 75–85%; Instagram 35–45%; TikTok 20–30%; Pinterest 30–40%.
• 50–64: Facebook 75–85%; YouTube 65–75%; Instagram 20–30%; Pinterest 25–35%; TikTok 10–15%.
• 65+: Facebook 65–75%; YouTube 50–60%; Instagram 10–15%; Pinterest 15–25%; TikTok 5–10%.

Gender breakdown highlights

• Women: Higher usage of Facebook (particularly Groups and local events), Pinterest, Instagram; strong participation in school, church, and community group pages.
• Men: Higher YouTube usage (DIY, small-engine repair, hunting/fishing), slightly higher Reddit/X among younger men; active in buy/sell for tools, ATVs, outdoor gear.
• Messaging: Facebook Messenger is dominant among 35+; Snapchat messaging dominates teens/early 20s; WhatsApp is niche.

Behavioral trends and local dynamics

• Community-first behavior: Facebook Groups are central for town news, school sports, volunteer drives, road closures, and seasonal topics (hunting, fishing, snowmobile/ATV trails).
• Marketplace-heavy: Strong reliance on Facebook Marketplace for vehicles, equipment, farm and outdoor gear; high response to listings with clear photos and local pickup.
• Video preferences: YouTube for how-to content (home, auto, small engines, outdoor skills). Short vertical video (Reels/TikTok) is rising among 18–34 for local food spots, events, and outdoor clips; completion rates improve when videos are 15–30 seconds with captions.
• Timing: Engagement peaks early morning (6:30–8:30 a.m.) and evening (7–10 p.m.); weekend midday surges for events and Marketplace.
• Content that performs: Local faces, school/athletic highlights, wildlife/outdoor scenes, weather advisories, seasonal guides (ice conditions, trail status), and service spotlights from local businesses.
• Access realities: Mobile-first consumption; variable rural broadband encourages lighter video files, subtitles, and image carousels over long HD streams.
• Advertising response: Best ROI on Facebook/Instagram with tight geo-targeting, simple CTAs (call, message, directions), and trust signals (local phone, hours, recognizable landmarks). Event promotion via Facebook Events drives attendance; remarketing increases conversion for higher-ticket local services.
• Platform momentum: Facebook and YouTube remain entrenched; TikTok and Reels are the growth areas under age 35; Snapchat remains sticky with teens; LinkedIn stays niche but relevant for hiring healthcare, education, and skilled trades.

Key takeaways

• Facebook and YouTube are the clear reach leaders countywide.
• Younger residents (teens/20s) split attention across YouTube, Instagram, TikTok, and Snapchat; older residents concentrate on Facebook and YouTube.
• Community identity and practical utility drive engagement; local, useful, and visual content consistently outperforms generic brand messaging.