The Rural Broadband Opportunity: Delivering Value Beyond Connectivity

This study explores the broadband market from the perspective of rural and small-town households, leveraging Parks Associates’ latest survey of 8,000 US internet households. With a focus on rural consumers’ connectivity experiences, priorities, and pain points, the research identifies how smaller ISPs can deepen customer relationships through service bundling, local engagement, and innovative value-added services.

Rural broadband providers operate in markets defined by limited infrastructure, unique geographic challenges, and strong community ties. This research highlights what rural consumers value most and pinpoints the service features, bundles, and convergence opportunities that resonate most strongly outside major metro areas.

The study provides actionable insights to help Tier 2 and Tier 3 providers compete through differentiation rather than scale—by integrating smart home, mobile, safety, and entertainment services that meet the distinctive needs of rural America.

Rural Broadband Market Overview

Rural Consumer Needs, Experiences, and Perceptions

Bundles and Value-Added Services in Rural Markets

Convergence and Innovation Opportunities

Segmenting the Rural Broadband Consumer

The Path Forward for Tier 2 and Tier 3 Providers

Demographics & Device Ownership

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