It Takes a Village: Solving the Broadband Adoption Problem in Rural America

While some families are unconnected because broadband simply isn't available, many don't have access even when it is available, because they can't afford the service or they lack devices like laptops to connect to home broadband. While there are programs available to help make broadband more affordable, people often need help finding out if they qualify or signing up. These barriers to broadband adoption have been studied for years mostly in urban settings, where broadband is largely available. But experts such as John Horrigan, senior fellow at Benton Institute for Broadband & Society, said the same issues exist in rural and tribal lands. Building the networks is just one piece of bridging the digital divide, Horrigan said. It's also vital to make service affordable and giving people the support and skills to access the technology. "If you look at rural broadband adoption by income, you find that lower-income individuals and families have lower broadband adoption rates," Horrigan said. "So cost relief is definitely needed, but you also need those digital navigation services; those wraparound services that not only help get these people signed up for the subsidies but also teach them basic digital skills and help them troubleshoot problems." While the federal government's digital equity money is certainly a step in the right direction, there's plenty of need for other funding sources.