According to the “Overview of the digital environment and quality of life in rural Spain” 4th report of the Asteo Observatory, the use of telecare, motion sensors and basic home automation is seen as a way to help older people stay in their homes for longer (70%).
The survey of internet users in rural areas, carried out in collaboration with the consultancy Random Strategy, also shows that 7 in 10 (72%) consider a high-speed connection necessary for a good quality of life, and a similar percentage (74%) believe that digital entrepreneurship can increase opportunities for those living in these areas.
95% of respondents believe that home digitalisation in rural areas will improve older people’s quality of life.
Nine out of ten internet users in rural areas (95%) say that home digitalisation—through the use of telecare, motion sensors or home automation—would improve the quality of life of older people living in these areas. This is reflected in the Asteo Observatory’s annual report, “Overview of the digital environment and quality of life in rural areas”, which notes that 94% of respondents strongly agree (70%) or somewhat agree (24%) that home digitalisation would help older people stay in their homes for longer and improve their day-to-day lives in these areas.
The report was presented at an event in Madrid attended by Beatriz Alvargonzález Largo, Economic Adviser at the European Commission Representation Office; Elena Galindo Ayuso, Deputy Director-General for Operators and Digital Infrastructures at the Secretary of State for Telecommunications and Digital Infrastructures; Pedro Abad, CEO of Asteo Red Neutra; Jon Guinea Hernández, Public Policy Manager at Amazon Spain; Luis Muñoz López, Head of the Indicators Unit at ONTSI (Red.es); and Laura Díaz Bettarel, Asteo’s Director of Communication and Marketing.
People over 65 are also the group most strongly calling for this change. 77% of senior respondents say that home digitalisation could improve their quality of life, and 79% say it would mean they would not have to move in with family members or into care homes.
The Asteo Observatory’s annual study, carried out in collaboration with Random Strategy, analyses the digital environment and quality of life in rural areas through a survey of internet users in municipalities with fewer than 10,000 and 5,000 inhabitants across Spain.
The 2025 report notes that, although “Smart Home” is still in its early stages in rural areas—with 25% of connected households having some home automation device or smart appliance—these tools are essential for the future of small municipalities. 20% say they are interested in adopting them in the future.
High-speed internet access compared with the rest of Europe
According to the Observatory, 74% of respondents say they have fibre optic internet at home. Regarding Spain’s position in fibre optic coverage compared with the rest of Europe, although almost half of residents surveyed (47%) perceive that overall Spain is in a better or similar situation to other EU countries in terms of high-speed internet access, 32% of respondents still believe the situation is worse.
Connectivity and quality of life
For 72% of respondents in rural areas, having a high-speed connection is essential for a good quality of life. This consensus spans all segments, although it is more pronounced among older people (85%) and residents of the smallest municipalities (76% in towns with fewer than 5,000 inhabitants).
58% of users say they would move home if their household did not have a high-speed connection. Those most likely to move are under-35s (66%), people who are employed (57%) and those who work remotely (76%).
Among the activities most frequently carried out by internet users are searching for information or browsing (90%), sending and receiving emails (78%) and social media (71%). Online medical consultations come last, although they have increased compared with the previous year.
Use of artificial intelligence and exposure to fake news
It is worth noting that the use of artificial intelligence in rural areas has increased by more than ten points compared with last year. While in 2024 only 3 in 10 users acknowledged using artificial intelligence tools, in 2025 this percentage has risen to 43%.
Young people and middle-aged adults in rural settings are the groups who say they have used these tools more than others, while among older people only one in ten says they are up to date with these technology trends.
Searching for information or resolving questions remains the most common reason for using this technology (76%), followed by professional use (39%), entertainment (33%) and educational activities (28%).
In this area of information searching, 70% of rural residents say they have seen or received false news online at least once. 25% say they receive these fake news frequently, while 44% only sporadically. These figures reflect high exposure to misinformation in rural areas, underscoring the need to strengthen digital skills to identify reliable sources and address the risks associated with the spread of false news or rumours. As for what they do when they doubt a news item, 66% say they check several reliable fact-checking sources, while 1 in 5 say they do nothing.
Entrepreneurship and remote work
Entrepreneurship in rural areas is a tool that can improve opportunities for those living in these areas. This is the view of three out of four respondents (74%), who also see connectivity as a key strategy against unemployment and depopulation in these communities.
Compared with the rest of Europe, 46% of respondents place Spain in a good position in terms of how easy it is for residents in rural areas to start a business. Only 8% believe this is not the case, and the remaining 46% say they do not know whether it is easier or harder to start a business in Spain than in other European countries.
The Observatory’s report notes that only one in four employed rural workers (23%) currently has the option to work remotely in their job. In fact, among all working residents, the vast majority (77%) say their company does not allow remote work.
As for the perception of remote work as a tool for rural development, there is very broad consensus: approximately 4 in 5 respondents (86%) believe remote work is a relevant factor in retaining population in small municipalities. Among those who work remotely, this rises to 99%.
Primary sector: need for connectivity
The primary sector, although it employs only 10% of respondents, has a key social and economic weight in rural areas, as the Observatory confirms. More than half of those working in this sector (58%) consider a high-quality connection essential to modernise and manage their holdings efficiently.
However, only 22% of interviewees say that some digital technology has been implemented in the company or holding where they work over the past year. The actions most commonly carried out include process automation (62%), the use of sensors (49%), and drones and monitoring systems (33%).
The main barriers to innovation in the sector are high investment costs for 42% of primary-sector workers and the lack of a fast, stable internet connection (28%).
Problems accessing housing
Access to housing is another issue highlighted by respondents in rural areas. 67% of interviewees say that in their municipality it is difficult to access housing, both for rent and for purchase.
The factors that make access to housing more difficult are led by high prices (8 in 10 respondents cite this difficulty when buying or renting a home) and a lack of supply (64%), with few homes available on the market. Far behind are homes in poor condition (29%) and speculation (29%).
Access to housing is among the main issues that respondents cite as not being sufficiently addressed in their municipality (79%), behind the expansion of health or social care services (83%) and improvements in transport (82%).
