Rural Broadband Gaps Persist as Adoption Lags Among Older Adults

The U.S. government has invested billions to expand broadband access in rural areas, yet many residents still lack the connectivity needed to participate in the growing remote work economy [1]. Despite significant infrastructure progress, including the expansion of broadband networks, adoption rates remain low in certain demographics, particularly among older rural adults. As of 2023, over 80% of rural adults under 50 had broadband access, while that number dropped to 71% for those aged 65–74 and 68% for those over 75 [1]. These gaps highlight a critical issue: the availability of infrastructure does not necessarily translate into actual usage.

The reasons for this disconnection go beyond cost or technical barriers. Many rural residents, especially older adults, perceive broadband as irrelevant to their daily lives. Even when internet access is available, its uptake is often limited to entertainment rather than productive or essential services like telehealth or remote work [1]. In rural Missouri, for instance, early adopters mostly used broadband for streaming or social media, with only half engaging in more functional uses [1]. This behavioral pattern persists in parts of Appalachia, where internet access exists, but digital literacy and engagement remain low [1].

The economic implications are clear: counties with higher broadband adoption report stronger job growth and higher income levels. Currently, around 22% of the U.S. workforce—approximately 32 million people—works remotely at least part-time, a shift that offers a significant opportunity for rural communities [1]. Yet, many rural workers remain untrained for these jobs, often due to a lack of access or confidence in using digital tools [1].

Historical parallels offer insight into the solution. Mid-20th century rural electrification faced similar challenges, where infrastructure alone was not enough. Outreach, community engagement, and cultural adaptation were essential to drive adoption [1]. Today, similar strategies are needed. Local institutions—such as schools, libraries, and clinics—can serve as trusted anchors to demonstrate the value of broadband. Digital navigator programs, which train local leaders to assist residents with internet use, are already showing promise [1]. Additionally, offering free trial periods could help users discover the relevance of broadband in their daily lives.

Despite these efforts, the divide continues to widen. Younger generations are more likely to embrace digital tools and migrate toward opportunities, while older adults face increasing isolation. The return on investment for broadband infrastructure depends on widespread adoption. Without it, the economic benefits of connectivity will remain out of reach for large segments of rural America [1].

To close the gap, the focus must shift from infrastructure alone to behavior change and social integration. Residents need more than access—they need a compelling reason to engage. Whether it’s remote work, telehealth, or digital education, the value of broadband must be clearly demonstrated through real-world use [1].

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[1] The billion-dollar remote work opportunity that rural America can’t reach

https://fortune.com/2025/08/16/billion-dollar-remote-work-opportunity-rural-america-cant-reach/