The COVID-19 pandemic exposed the critical need for broadband connectivity everywhere. In rural markets, consumers are stressing the need for good consistent speeds at a reasonable price. The pandemic highlighted a desire for faster speeds among a significant chunk of rural consumers.

Other key findings include:

• Roughly 23% of rural Internet customers subscribe to fiber, 39% to cable broadband, 14% to DSL, 10% use fixed wireless, and 6% use satellite broadband.
• Satisfaction with fiber internet is 8.1 (on a 1 to 10 scale) and fixed wireless internet 7.9 is notably higher than cable internet 7.4, and DSL internet 7.1.
• Close to 50% of rural customers bundle internet and TV.
• Just over 25% of rural customers have managed Wi-Fi, and more than 30% are interested in it.
• Almost 30% of rural Internet customers are seeking faster speeds.