Sauk County

Sauk County, Wisconsin — key demographics

Population size

• 65,763 (2020 Census)
• ~66,000–67,000 (2023 Census Bureau estimate; modest growth since 2020)

Age

• Median age: ~41 years
• Under 18: ~22%
• 18 to 64: ~60%
• 65 and over: ~18–19%

Sex

• Female: ~50–51%
• Male: ~49–50%

Race and Hispanic/Latino origin

• White alone (non-Hispanic): ~88–90%
• Hispanic or Latino (any race): ~5–7%
• Two or more races: ~3–4%
• Asian alone: ~1%
• Black or African American alone: ~1%
• American Indian and Alaska Native alone: ~0.5–1%

Households and housing

• Households: ~27,000
• Average household size: ~2.4 persons
• Family households: ~64% of households
• Married-couple households: ~48–50% of households
• One-person households: ~28–30%
• Owner-occupied housing: ~70–75%; renter-occupied: ~25–30%

Insights

• Population is growing slowly and skews slightly older than the state overall.
• Racial/ethnic composition is predominantly non-Hispanic White with a small but growing Hispanic/Latino population.
• Household sizes are modest and homeownership rates are high, consistent with a largely suburban–rural county.

Sources: U.S. Census Bureau, 2020 Decennial Census and 2019–2023 American Community Survey 5-year estimates (latest available).

Sauk County, WI — email usage snapshot

• Estimated email users: ~48,000 adults. Basis: ~52,000 adults in the county (ACS) with ~92% email adoption (Pew-style U.S. benchmarks).
• Age distribution of email users (approx share of users): 18–29: 18%; 30–49: 33%; 50–64: 28%; 65+: 20%. Adoption remains near-universal under 65 and high among seniors, so usage closely tracks the adult age mix.
• Gender split: ~51% female, ~49% male among users, mirroring the county’s population balance and negligible gender gap in email adoption.
• Digital access and trends: ~86% of households have a broadband subscription; ~10% report no home internet (ACS). Computer access exceeds 9 in 10 households; smartphone access is widespread, supporting always-on email use. Libraries and schools provide supplemental access points for the remaining offline households.
• Local density/connectivity: Population density is roughly 75–80 residents per square mile, with most residents clustered around Baraboo, Reedsburg, and the Sauk Prairie communities along the US‑12 corridor. Connectivity is strongest in and between these towns, while outlying rural areas see more limited high-speed options, which can depress email engagement for a small minority.

Mobile phone usage in Sauk County, Wisconsin — summary and insights

Executive snapshot (estimates derived from 2020 Census population, ACS age mix, and 2023 national/state adoption benchmarks)

• Population base: 65,763 residents (2020 Census); approximately 51,300 adults (18+)
• Adults using any mobile phone: ~49,800 (≈97% of adults)
• Smartphone users: ~44,600 (≈87% of adults), a few points below the statewide average
• 5G‑capable device users: ~30,000–31,000 (≈65–70% of smartphone users), slightly below the statewide share
• Mobile‑only internet reliance (smartphone or hotspot as primary home internet): ~17–20% of adults, above the statewide average by roughly 2–4 percentage points
• Prepaid share: ~22–24% of mobile lines (vs ≈18–20% statewide), reflecting a larger seasonal/temporary workforce and price‑sensitive segments

Demographic breakdown of mobile use in Sauk County

• Age
  • 18–29: Near‑universal smartphone adoption (≈95–98%); heavy video/social use and 5G device penetration above the county average
  • 30–49: Very high adoption (≈93–96%); highest share of multi‑line family plans and mobile payment/ID use
  • 50–64: High adoption (≈84–88%); growing 5G uptake but more LTE‑only devices than state peers
  • 65+: Solid majority (≈72–78%); higher voice/SMS reliance, lower app intensity, and above‑average persistence of basic/feature phones compared with statewide peers
• Income and employment
  • Lower‑income and seasonal tourism/service workers display higher prepaid and mobile‑only internet reliance than the state average
  • Middle‑income households in Baraboo, Reedsburg, Sauk City/Prairie du Sac skew toward bundled family postpaid plans with device financing
• Geography
  • Town centers and the I‑90/94 and US‑12 corridors: Highest 5G availability and median speeds
  • Rural valleys and the Baraboo Range: More 4G‑only coverage, greater signal variability indoors, and higher use of external antennas/hotspots

Digital infrastructure and performance

• Coverage
  • 4G LTE is effectively countywide along primary roads and in population centers
  • 5G coverage is established in and around Baraboo, Reedsburg, Sauk City/Prairie du Sac, and Wisconsin Dells, with mid‑band 5G strongest along I‑90/94 and US‑12; low‑band 5G extends reach but with LTE‑like speeds in fringe areas
  • Terrain effects: The Baraboo Range and river valleys create shadow zones and indoor‑coverage challenges atypically pronounced versus the statewide norm
• Capacity and seasonality
  • Wisconsin Dells tourism drives large summer peaks in network load; carriers augment capacity on the I‑90/94 corridor and around attractions, sometimes with temporary cells, making seasonal traffic volatility higher than the state average
• Speed experience
  • Typical mid‑band 5G areas: triple‑digit Mbps downlink during off‑peak; rural 4G‑only pockets: widely variable, often tens of Mbps with occasional drops below that in valleys or at cell edges
• Redundancy and public safety
  • FirstNet/AT&T public‑safety coverage overlays primary towns and corridors; volunteer fire/EMS areas in hilly terrain still report spot dead zones, prompting continued tower densification and in‑building solutions
• Backhaul and fiber context
  • Ongoing fiber builds from state/federal broadband programs are improving backhaul to rural sites and enabling 5G upgrades beyond town centers; until builds complete, some rural sectors remain constrained by microwave backhaul

How Sauk County differs from the Wisconsin statewide picture

• Slightly lower smartphone and 5G‑device penetration than the state average, driven by an older age mix and rural topography
• Higher mobile‑only internet reliance, reflecting pockets of limited fixed broadband and a sizable price‑sensitive/seasonal workforce
• More pronounced seasonal capacity swings tied to tourism in Wisconsin Dells and along I‑90/94
• Coverage variability is more shaped by rugged terrain than in many Wisconsin counties, producing above‑average indoor coverage challenges outside town cores
• Prepaid share is a few points higher than the state average, while multi‑line postpaid penetration is strongest in town centers along the US‑12 corridor

Method notes

• Counts are estimates produced by applying 2020 Census/ACS population structure to recent national/state adoption rates (Pew and industry reporting) and aligning with known Wisconsin rural/urban differentials and Sauk County’s tourism‑driven seasonality and topography. They are rounded to reflect uncertainty while remaining decision‑useful.

Sauk County, WI social media usage — concise snapshot (2025)

Baseline and connectivity

• Population: ≈66,000 residents; adults (18+): ≈51,000.
• Households with broadband: ≈86%.
• Active social media users (13+): ≈39,000–43,000 (roughly 60–65% of total population); adults (18+) ≈34,000–37,000. Note: User counts are modeled from Sauk County’s ACS 2018–2022 demographics and 2024 U.S. platform adoption rates (with rural adjustments).

Age mix of social media users (share of user base, 13+)

• 13–17: ≈8%
• 18–29: ≈17%
• 30–44: ≈28%
• 45–64: ≈30%
• 65+: ≈17%

Gender breakdown (share of user base)

• Female: ≈52%
• Male: ≈48%
• Skews: Pinterest and Facebook over-index among women; Reddit and X (Twitter) skew male.

Most-used platforms among adults in Sauk County (at least monthly; estimated reach)

• YouTube: ≈80%
• Facebook: ≈69%
• Instagram: ≈42%
• Pinterest: ≈32%
• TikTok: ≈30%
• Snapchat: ≈28%
• LinkedIn: ≈23%
• X (Twitter): ≈19%
• Reddit: ≈19% Rank order of practical reach: YouTube and Facebook lead by a wide margin; Instagram forms a clear second tier; Pinterest/TikTok/Snapchat sit in a competitive middle; LinkedIn/X/Reddit remain niche.

Behavioral trends and usage patterns

• Community-first Facebook usage: Heavy reliance on Facebook Groups and local Pages (schools, municipalities, emergency management, youth sports). Facebook Marketplace is a top local commerce channel for farm/ranch, tools, vehicles, and home goods.
• Video-forward consumption: YouTube dominates for how‑to, DIY/home improvement, outdoor recreation (hunting/fishing), equipment repairs, and product reviews. Short-form video (Reels/TikTok/Shorts) is rapidly gaining among 18–44s.
• Tourism and place-based content: Seasonal spikes in photo/video posts and Stories tied to Devil’s Lake State Park, Baraboo/Quartzite Bluffs, Wisconsin Dells area attractions, fairs/festivals, and fall color drives. High engagement on reels featuring hikes, lake views, and local food spots.
• News and information: Local updates circulate primarily via Facebook (city/county departments, school districts, fire/EMS), with reposting into neighborhood and township groups; older adults rely on these for timely alerts.
• Messaging habits: Facebook Messenger is the default for contacting small businesses; Snapchat is prevalent among teens/young adults for daily communication; WhatsApp usage remains modest and clustered in specific communities.
• Shopping and conversion behavior: Facebook and Instagram deliver most social-driven local leads; Marketplace drives immediate buyer intent. Pinterest supports planning/decision phases for home projects, weddings, crafts, and seasonal events (female 25–54).
• Timing: Engagement peaks evenings (7–9 pm) and weekends; midday (12–1 pm) is a secondary window. Weather events and school/sports calendars create sharp, short-lived spikes in local reach.
• Demographic skews by platform:
  • 13–24: Snapchat, TikTok, Instagram; YouTube ubiquitous.
  • 25–44: Facebook (Groups/Marketplace), Instagram, YouTube; growing Reels/TikTok use.
  • 45–64: Facebook and YouTube dominate; Pinterest for projects.
  • 65+: Facebook primary; YouTube for how‑to and news clips.

Key takeaways for the county

• Facebook and YouTube are the undisputed reach leaders; most residents who use social media are on one or both.
• Instagram is essential to reach 18–44; TikTok/Snapchat add younger reach and short-form frequency.
• Pinterest meaningfully expands reach among women 25–54 around projects, events, and seasonal planning.
• Local trust is strongest in Facebook Groups/Pages; concise, visual, place-based posts and short videos perform best.