Social media is far and away the most time-consuming activity people engage in when they are online. After social media, the primary activities are running neck and neck in popularity.

In the 11th annual Rural Subscriber Study, 838 rural consumers across the U.S. were asked about the internet activities their household members engage in. Web browsing and email interactions are tied for the second most common web activities, with streaming video closely following to complete the top four.

Video streaming is especially significant as this year’s report shows that 84% of rural Americans watch some form of live television. This data confirms that consumers remain engaged with live linear television, albeit with greater fragmentation. The desire remains, and consumers don’t really care how they obtain it.

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