Telecom is Poised for Rural Growth.
Rural consumers are an untapped market that present tremendous growth opportunity for internet, wireless, and broadband service providers.
- $42.5 billion federal investment in broadband infrastructure in rural communities.1
- 14 million rural homes and businesses stand to gain from a $9B investment for 5G expansion as soon as this year and through the next decade.2
- The rural sector is already feeling the benefits of the $1.9T funding from 3 years ago that provided high speed internet to rural areas and bolstered local economies.3
Sources: Broadband Equity Access and Deployment Program, broadbandusa.gov;1 FCC relaunches $9 billion rural 5G scheme, telecoms.com;2 Yellen touts broadband investments in trip to rural Virginia, reuters.com3
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Rural Consumers Have Higher Response to Mail than Other Media.
Although rural consumers respond to a variety of media types and channels as they make purchase decisions, they respond to print more often than other channels.
- Direct mail drives 4.7x more cost-efficient acquisition of telecom customers compared to other media.1
- Leveraging more mailed ads and coupons within your marketing mix is recommended to increase response from the Rural Consumer.
Rural Consumer Media Response
Past 12 Months2
Sources: Mspark Response Database1; AdMall AudienceSCAN 20242
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Use Integrated Marketing Campaigns and Value-Driven Creative to Impact Your Rural Campaign Success.
Consumers respond to integrated campaigns: 43% are more likely to make a telecom purchase when they receive both print and digital messaging.1
Deals
Rural consumers are value-conscious and driven by price.2
Coupons
Potential mobile phone & internet switchers are 34% more likely to buy based on coupons they have.3
Bundles
Reduce churn by up to 46% by up-selling single-service customers to bundled services.1
Sources: Mspark Response Database1; Our Best Intel, Morningconsult.com, 13 Aug. 2024, Web. Aug. 20242; AdMall AudienceSCAN 20243
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