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Traffic heat map of Richland County, Wisconsin: 236 miles of roads shaded from blue (light) to red (heavy traffic), busiest on US 14 and Main Street

Richland County, Wisconsin Traffic Counts

Its busiest road, US 14, carries 9,219 vehicles a day, 5.8 times the average road. This page breaks down traffic in Richland County, Wisconsin across 236 miles of monitored roads split into 2,418 segments, using multi-sourced mobile and sensor data. It goes beyond raw counts to truck flow, congestion and who is driving, so site selection and route planning rest on evidence.
Data sourced from TrafficZoom's proprietary analytics platform.
Data current as of:
Q3 2026
Updated:
September 29, 2026
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Total Traffic Volume & Performance in Richland County, Wisconsin

Traffic

The average number of vehicles that travel each day over any road in the road network.

vehicles per day1,594
Trucks

The percentage of the total traffic volume composed of heavy vehicles.

9.4%
Average travel time

The average time of travel averaged among all vehicles traveling on the road network.

31.7 min
Congestion ratio

The rate at which the actual travel time exceeds free-flow travel time, averaged among all roads in the network.

7.0%
Drivers’ average age

Average age of residents in the geographic areas where the vehicle trips originated.

52.9 yrs
Drivers’ average income

Average income of residents in the geographic areas where the vehicle trips originated.

$66,476

The average monitored road in Richland County, Wisconsin carries 1,594 vehicles per day. Across its 236 miles of monitored roads, that adds up to 290,733 vehicle-miles traveled per day (≈106 million per year). About 1 in 11 vehicles is a truck, in line with Wisconsin (10.2%).

Quieter roads than 86% of counties in Wisconsin

Richland's average daily traffic volume is 58% lower than the state average - 1,594 vehicles per day against 3,802 - suggesting less traffic load per road - quiet roads that suit freight movement more than drive-by retail. Across the whole network, that travel is about 0.2% of Wisconsin's statewide total. Richland carries less traffic than 86% of counties in Wisconsin.

At 31.7 minutes, the average travel time matches the state level closely. 66% of counties in Wisconsin have a longer average travel time than Richland's 31.7 minutes.

Congestion runs 44% lower than the state level, at a ratio of 7.0%, which means smoother traffic flow - travel times are easy to plan around for scheduled deliveries.

Time-of-Day & Seasonal Patterns

Data Finding: Hourly & Seasonal Patterns

In Richland County, Wisconsin, the peak hour concentrates about 7% of the day's traffic.

Richland County vs. Wisconsin Traffic Comparison

Richland County's biggest difference from the Wisconsin average is its average daily traffic per road, 58% below it.

MetricRichland CountyWisconsin averageDifference
Traffic1,5943,802-58.1%
Truck % (Total Traffic)9.4%10.2%-7.3%
Avg. Travel Time31.7 min32.2 min-1.5%

How Richland County compares

Richland County moves the least traffic of its nearby counties

Against the 4 nearest areas, Richland County moves 31.8% of the total daily travel and carries 29.7% less traffic on a typical road; it has the quietest roads of the five. Smaller and quieter on both counts: a shorter network than the areas around it, carrying lighter traffic across it.

Richland County and the 4 nearest county-level areas by centroid distance, with the Wisconsin average for scale.
AreaAverage daily trafficTruck shareDaily vehicle-milesAverage travel timeCongestion ratio
Richland County1,5949.4%290,73331.7 min7.0%
Crawford County, Wisconsin1,9109.6%356,79032.6 min6.6%
Iowa County, Wisconsin1,67210.2%842,61337.5 min6.9%
Vernon County, Wisconsin1,8908.8%529,32134.8 min7.2%
Sauk County, Wisconsin3,59413.4%1,926,83732.6 min11.2%
Wisconsin average3,80210.2%N/A32.2 min12.6%

Richland County ranked within Wisconsin

Richland County sits in the bottom quarter of the Wisconsin field on average daily traffic volume, at #62 of 72.

Richland County ranked among 72 county-level areas in Wisconsin (1 = highest).
MeasureRichland CountyWisconsin rank
Traffic volume (AADT)1,594#62 of 72
Average travel time31.7 min#48 of 72
Average driver income$66,476#55 of 72
Average driver age52.9 yrs#19 of 72

Richland County ranks #19 of 72 on average driver age but #62 of 72 on average daily traffic volume - the two describe the same roads and are worth reading together rather than either on its own.

Busiest roads in Richland County, Wisconsin

Traffic concentrates on a few corridors: the three busiest roads average 6,866 vehicles a day, against 1,594 on the average road in Richland County.

US 14 is the busiest road, at 9,219 vehicles a day, 692 of them trucks (7.5%). That is 55% more than the next road, Main Street (5,935). It also carries the most trucks.

Ranked by daily traffic (AADT)

Cars and light vehiclesTrucks
1US 14Primary road · 9,219vehicles692trucks · 7.5%
Road class
Primary road
Congestion ratio
10.5%
Median trip time
30.4 min
Drivers’ median age
52.4 yrs
Drivers’ average income
$66,677

At 5.8 times the county average, US 14 draws drivers from neighborhoods averaging $66,677 in household income.

2Main StreetPrimary road · 5,935vehicles488trucks · 8.2%
Road class
Primary road
Congestion ratio
14.1%
Median trip time
28.5 min
Drivers’ median age
53.3 yrs
Drivers’ average income
$62,972

Main Street carries 3.7 times the county average on its busiest stretch, where the median trip lasts 28.5 minutes.

3Allison Park DrivePrimary road · 5,443vehicles347trucks · 6.4%
Road class
Primary road
Median trip time
28.2 min
Drivers’ median age
53.1 yrs
Drivers’ average income
$63,758

At 3.4 times the county average, Allison Park Drive draws drivers from neighborhoods averaging $63,758 in household income.

46th StreetPrimary road · 5,280vehicles379trucks · 7.2%
Road class
Primary road
Congestion ratio
16.2%
Median trip time
33.8 min
Drivers’ median age
54.1 yrs
Drivers’ average income
$62,310

6th Street is one of the more congested roads here: trips take 16% longer than at free-flow speed, against 7% county-wide.

5Orange StreetPrimary road · 4,391vehicles314trucks · 7.2%
Road class
Primary road
Congestion ratio
13.9%
Median trip time
34.7 min
Drivers’ median age
53.8 yrs
Drivers’ average income
$62,076

The busiest stretch of Orange Street carries 2.8 times the county average; trucks are 7.2% of it, below the county-wide 9.4%.

Ranked by trucks per day

Cars and light vehiclesTrucks
1US 14Primary road · #1 by traffic9,219vehicles692trucks · 7.5%
2Main StreetPrimary road · #2 by traffic5,935vehicles488trucks · 8.2%
36th StreetPrimary road · #4 by traffic5,280vehicles379trucks · 7.2%
4Allison Park DrivePrimary road · #3 by traffic5,443vehicles347trucks · 6.4%
5Orange StreetPrimary road · #5 by traffic4,391vehicles314trucks · 7.2%
How to read these road counts
  • The first number is AADT, annual average daily traffic: the vehicles passing a point on an average day, both directions combined and trucks included. On a divided highway both carriageways are added together.
  • Traffic changes along a road, with more near interchanges and towns and less in open country. Every figure for a road describes its busiest stretch in the county, so the two rankings show the same numbers for the same road.
  • The second number is the trucks on that stretch, a part of its AADT. The bar splits the AADT into cars and light vehicles (blue) and trucks (amber).
  • See segment-level AADT for any road on TrafficZoom.

Data Sources & Methodology

The data presented on this page is derived from TrafficZoom's proprietary analytics platform, which aggregates and normalizes information from multiple sources, including:

Mobile device location data (anonymized and aggregated)

Road sensor networks and traffic counters

Historical traffic pattern databases

Public traffic count programs published by the

RichlandDepartment of Transportation

Demographic Baseline for O-D Modeling

U.S. Census Bureau
All metrics represent estimates based on statistical modeling and are intended for strategic planning purposes.
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Data current as of:
Q3 2026

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Counties near Richland County

The same traffic breakdown for the areas closest to Richland County, Wisconsin.

Need segment-level traffic data?

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