October 22, 2002

LINCOLN, Neb. — More and more rural Nebraskans are booting up computers and going online. Computer, e-mail and Internet use has increased dramatically among rural Nebraskans in the past five years, the Nebraska Rural Poll shows.

About 42 percent of rural Nebraskans regularly use Internet access and e-mail, up from 8 percent and 13 percent, respectively, in 1997, according to the seventh annual University of Nebraska poll. If occasional and rare users are added, total use climbs to 62 percent for Internet access and 60 percent for e-mail.

Regular use of personal computers and cellular telephones also grew significantly, from 30 percent in 1997 to 49 percent and 47 percent, respectively, this year.

"That's pretty rapid diffusion of this technology," said John Allen, the NU Institute of Agriculture and Natural Resources rural sociologist who heads the scientific survey. Poll organizers first asked about information technology use in 1997 and revisited some questions this year to learn how widely rural Nebraskans are adopting these technologies, which range from faxes and cell phones to satellite TV and telemedicine.

Nebraska poll results appear similar to national figures from a U.S. Commerce Department survey conducted in September 2001, said Becky Vogt, the rural poll's manager. That study found that about half of households nationwide had Internet access compared with about 49 percent in rural areas. Questions were not identical. The national poll asked about access and the Nebraska Rural Poll asked about use, she said, but overall trends are similar.

The Nebraska poll found information technology use is closely tied to age, income, education and occupation. Allen said rural Nebraska is struggling to attract and keep the most likely technology users – younger people and those with higher incomes and education, and professional jobs.

"The demographics of our population may be such that we won't ever get the saturation that we'd see in an urban or suburban area," he said.

Vogt said she expects technology use will continue to increase as more rural young people grow up using computers and other information technology just as earlier generations used typewriters and telephones.

"These kids are learning this is how they communicate and get things done," Allen agreed. "If we can keep them, we'll see the numbers go up."

Few rural Nebraskans routinely purchase online, the poll showed. Only 7 percent said they regularly buy items via the Internet and 62 percent said they don't. Another 31 percent occasionally or rarely purchase online.

Concerns about Internet and credit card security as well as how to return items purchased via the Internet probably are major concerns, Allen said. However, these numbers also point to potential customers for rural businesses.

The Internet and information technology still hold promise for helping rural businesses reach in a broader market, he said. Some products and services aren't well-suited to Internet sales but many could be. In some cases, it might be selling a traditional product; in others, it might be selling know-how or information that others need.

"It makes sense for retailers to look at markets and how they can enhance their market share not just in their community, but their region, state and nation," Allen said.

While the poll didn't ask about technology access costs, Allen said, that continues to be an issue for broader rural use of Internet and some other technologies. Wireless Internet and other new technologies may help reduce access costs for rural areas.

"Originally, the idea was that technology would overcome time, space and help replace capital in some rural businesses," he said. Widespread technology use in rural areas depends partly on access, partly on people knowing how to use it and partly on its profitability.

Answering machines were the most commonly used information technology with 65 percent of respondents saying they were regular users, up from 55 percent in 1997. Other technologies followed by the percent of respondents who regularly used them in 2002 and in 1997 are: cable TV, 53 percent, not asked in 1997; satellite TV, 31 percent, 21 percent; fax, 17 percent, 18 percent; and telemedicine, 2 percent, 1 percent.

The Nebraska Rural Poll is the largest annual survey of rural Nebraskans' perceptions on quality of life and policy issues. The scientific survey is mailed in March to randomly selected rural residents in Nebraska's 87 rural counties. This year's results are based on 2,841 responses.

It provides a rural perspective to policy and decision makers. This year's response rate was 44 percent. The margin of error is plus or minus 3 percent. Complete poll results are available online at Nebraska Rural Poll.

The annual poll is conducted by IANR's Center for Applied Rural Innovation with funding from the Partnership for Rural Nebraska and IANR's Cooperative Extension Division and Agricultural Research Division.

10/22/02-VM

Becky Vogt
Center for Applied Rural Innovation
Nebraska Rural Poll Project Manager
(402) 329-4821

Vicki Miller
Research Communications Coordinator
(402) 472-3813

Department: Agricultural Economics