The Consequences of Personal Networks for Internet Use in Rural Areas

Why are there fewer Internet users in rural areas than in urban areas? Researchers addressing this question typically focus on the lack of Internet infrastructure and demographic factors in rural areas. Rural areas often lack affordable Internet connectivity and contain relatively high numbers of people who are unlikely to adopt Internet connections at home-specifically the elderly and those without a postsecondary education. Although infrastructure and demographics are undoubtedly important factors, equalizing Internet adoption in rural and urban areas may require more than simply providing infrastructure that is affordable to a population of the right demographic composition. Drawing on the personal network approach and the concept of direct network externality, the author argues that the composition of personal networks in rural areas may hamper general levels of Internet adoption and high-speed Internet connection at home. To examine the empirical validity of this argument, the author conducted descriptive and multivariate analyses on data collected from a random-digit dial survey of 2,200 American adults.