By 2050, it is estimated that 70 percent of the world’s population will live in a city, driving interest, demand and justification for smart city initiatives. But is this a self-fulfilling prophecy? If the majority of investment is focused on making cities smarter, there is less focus on rural areas that have just as much need for investment. This will compound the rural divide that already exists. America’s rural areas account for 97 percent of the land, with 19.3 percent of the U.S. population and yet, according to the FCC, 19 million rural residents do not have access to broadband internet.
The purpose of this report is to gain a better understanding of rural America’s relationship with consumer technology. This report examines behaviors and ownership in rural America including:
- Demographic data:
- Income levels
- Median age of rural vs urban
- Population increase/decrease
- Education and technology gap
- Broadband adoption
- Consumer technology ownership and sales trends
- Rural adoption of video entertainment
- DVD and Blu-ray purchases
- Streaming media adoption
- Mobile phone adoption
- Device and brand adoption
- Penetration of smartphones
The report leverages a broad range of data sources including:
- Sales data
- Mobile phone activation data
- Broadband adoption data
- Consumer survey
- In person interviews
By looking at this information, using specific towns as case study examples, customers will gain a greater insight into rural America and how that relates to the consumer technology business:
- Understand the rural consumer: the rural market is very different from the coastal areas. Does your company have the right mix of products in store to correctly address the market need
- What are the priorities for rural consumers?
- From a mobile perspective, does the rural market provide a stronger opportunity for a broader device mix?
- When will newer technologies begin to see traction in more rural markets and what is needed to accelerate this trend
The report will be published in July 2019. Customers signing up prior to this will get an early read on the data and key insights.
For more information, please contact Eddie.Hold@npd.com