The 2025 Rural Subscriber Survey covered trends from marketing & subscriber acquisition, providing additional value, demographic data and customer experience preferences and trends. We dive deeper into the customer experience here.
Rural subscribers have an overall positive satisfaction rate with their Internet service provider of 7.5 out of 10. This number is driven by consistent speeds and fair prices, as well as other factors they weigh in less heavily.
Exceptional Customer Experience: The Local Difference
Subscribers to a local Internet provider were more likely to have an exceptional experience due to customer service, high quality service, and good value. Subscribers to national Internet providers were more likely to have not received exceptional service.
Customer Communication
Rural subscribers were asked how they preferred to reach their Internet providers, and a phone call was the preferred method across all groups.
The key take away for providers, is that while customers need to be able to call in for help, they also need to have access to other means of contact. Depending on the situation they may prefer an email or live chat so it is crucial to be able to meet your customers where they are.
Customer Experience & Reviews
Having positive reviews online when potential customers search for your company is a great first step towards winning those customers. Just 5% of rural subscribers reported that they do not leave reviews, meaning you can capture reviews from the majority of your customers. A bill discount, memorable experience, helpful response or even simply a link to the review page are all great prompts to increase reviews.
Local Provider Experience
Among rural subscribers, satisfaction rates are higher for those who subscribe to a locally owned provider than to a national provider. When asked about the greatest influences on their satisfaction, 53% of local provider subscribers identified the company being local as an important factor. Additionally, more members of this group selected consistent connection speed, fair pricing, good customer service, and strong technical support as reasons for their satisfaction compared to those who use national providers.
These findings suggest that locally owned providers are better meeting the specific needs and expectations of rural subscribers than their national counterparts.
