The OSS/BSS company Innovative Systems recently released its eleventh annual survey about rural household broadband usage. As usual, it contains a number of interesting insights. The survey was conducted in the first quarter of 2026 to consumers across the country.

Here are some of the most interesting findings about usage:

• 39% of rural households use broadband more than 10 hours per day. Only 7% use broadband for less than 3 hours per day.
• 46% of rural households have a family member who works at least part-time from home. 66% of those who work from home are under 35 years of age.
• 66% of those surveyed used some form of AI. The most common uses were personal chatbots, voice assistants (like Siri), smart home devices, customer service chatbots, or tools for creating or enhancing photos and images.
• 81% of those between 18-34 used an AI tool compared to 50% of those over 65.
• 97% of respondents use social media. 81% engage in web browsing. 81% use email. 79% stream entertainment. 70% pay their bills online. 35% access smart devices in the home. 33% play online multiplayer games.

The survey asked about how people interact with their ISP:

• The average respondent is paying $79 per month for broadband. 30% said they would pay more to get a faster speed. 15% said they would accept a slower speed and pay less.
• 51% of respondents use paperless billing. 42% use a mobile app to check their broadband account. 30% are bundling TV and broadband.
• Respondents said they would be interested in additional services from their ISP. 28% are interested in security cameras. 24% are interested in cybersecurity protection services. 18% are interested in TV services.
• 32% of subscribers don’t know the speed tier they are paying for.
• 14% buy speeds less than 100 Mbps. 36% buy speeds between 100-499 Mbps. 25% are buying speeds between 500 and 999 Mbps. 26% are subscribed to gigabit or faster speeds.
• Almost half of customers engage with their ISP using social media. Over half of customers prefer to be contacted by email or text.
• 19% of respondents have left a review online about their ISP.

The survey also asked about satisfaction with ISPs. Here are some of the key findings:

• 18% of those surveyed have changed ISPs in the last two years. 50% changed to get a lower price. 42% changed to get a faster speed. 42% were looking for better reliability.
• When asked for the factors that drive satisfaction with an ISP, the responses said good and consistent speeds (69%), fair price (66%), good customer service (52%), good technical support (37%). Of the lowest importance were the ability to bundle (27%) and the fact that the ISP is local (4%).
• 57% said they would consider buying broadband from their cellular provider as long as the broadband met their speed and reliability needs. This ranged from 66% of customers aged 18-34 and 44% for those older than 65.
• 43% said they would consider broadband from Amazon Leo if it is comparable in speed and reliability. This ranged from 50% of those 18-34 and 36% of those over 65.

Finally, the survey asked rural households about television viewing:

• 45% still get TV programming from a cable or satellite company.
• 33% get programming from an online streaming service.
• 15% only watch TV from an antenna.
• 16% don’t watch TV.