{"id":4240,"date":"2023-01-22T23:37:22","date_gmt":"2023-01-22T22:37:22","guid":{"rendered":"https:\/\/asteo.es\/younger-people-lead-online-shopping-in-rural-areas\/"},"modified":"2026-04-24T12:18:22","modified_gmt":"2026-04-24T10:18:22","slug":"younger-people-lead-online-shopping-in-rural-areas","status":"publish","type":"post","link":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/","title":{"rendered":"Younger people lead online shopping in rural areas"},"content":{"rendered":"<p><span style=\"color: #333333\"><strong>How do people over 18 use the Internet in small towns?<\/strong><\/span><\/p>\n<p><span style=\"color: #333333\">No matter the size of a population, if it has Internet, its use is frequent and with devices that require a good connection. This is demonstrated by the most recent data from the <strong>ASTEO Observatory <\/strong>study among different age segments in populations in areas of Spain with less than 10,000 and 1,000 inhabitants that have a fixed or mobile connection. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-554 alignright\" style=\"color: #333333\" src=\"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-2-300x169.jpg\" alt=\"\" width=\"300\" height=\"169\"><\/p>\n<p><span style=\"color: #333333\"><strong>Young people between 18 and 34 years old<\/strong> are the group, with respect to the rest of the age groups, that <strong>most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%).<\/strong> And, although the percentage is anecdotal, home automation equipment or remote connection (14%). In addition, together with the 35-44 group, they are the <strong>least likely to use a desktop PC<\/strong>.  <\/span><\/p>\n<p><span style=\"color: #333333\"><strong> <\/strong><\/span><span style=\"color: #333333\"><strong>What is your ranking by preference and intensity of use?<\/strong><\/span><\/p>\n<ol>\n<li><span style=\"color: #333333\">Cell phone: 98%, in line with average<\/span><\/li>\n<li><span style=\"color: #333333\">Laptop: 88%, 2 points above average<\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Smart TV: 75%, +6 pts<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Tablet\/iPad: 70%, +6 pts<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Pc of table: 44%, &#8211; 5pts<\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Consoles: 43%, +11 pts<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Smart device: 37%, +3 pts<\/span><\/li>\n<li><span style=\"color: #333333\">Cameras, alarms and video surveillance systems: 16%, +1 pt.<\/span><\/li>\n<li><span style=\"color: #333333\">Home automation equipment: 14%, +2 pts<\/span><\/li>\n<li><span style=\"color: #333333\">eBook: 14%, &#8211; 5 pts<\/span><\/li>\n<\/ol>\n<p><span style=\"color: #333333\"><strong>And what do they do when they connect to these devices?<br \/>\n<\/strong><\/span><span style=\"color: #333333\">They are the segment that <strong>uses social networks, blogs and messaging the most (89%), those who watch movies, series or sports the most (74%) and those who make the most online purchases (64%)<\/strong>. On the other hand, they are the ones who use it the least, compared to other age groups, to surf or send e-mails, although their percentage is still very high at 81% and 89% respectively. <\/span><\/p>\n<p><span style=\"color: #333333\"><strong>Top 10 rural youth, by preference and difference from the average<br \/>\n<\/strong><\/span><\/p>\n<ol>\n<li><span style=\"color: #333333\"><strong>RRSS, messaging and blogs: 89%, +12 points above average<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Navigate: 89%, -3 pts<\/span><\/li>\n<li><span style=\"color: #333333\">Sending and receiving e-mails: 81%, -5 pts<\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Movies \/ series \/ sports: 74%, +18 pts.<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Negotiations with the bank: 68%, -2 pts.<\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Online purchases: 64%, +11 pts.<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Administrative procedures: 57%, +9 pts.<\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Video calls: 42%, +13 pts.<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Online training\/courses: 42%, +14 pts.<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\"><strong>Medical consultations: 41%, +17%.<\/strong><\/span><\/li>\n<li><span style=\"color: #333333\">Radio\/podcast: 34%, +4 pts<\/span><\/li>\n<li><span style=\"color: #333333\">Online games: 31%, +9 pts<\/span><\/li>\n<li><span style=\"color: #333333\">Purchase of food: 14%, +3 pts<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No matter the size of a population, if it has Internet, its use is with devices that require a good connection. This is demonstrated by data from the ASTEO Observatory in rural areas. Young people are the group, compared to other age groups, that uses Smart TV, Tablet\/iPad and Consoles the most. And those who most consult RRSS, watch movies, series or sports and make online purchases.   <\/p>\n","protected":false},"author":2,"featured_media":982,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[120,3],"tags":[117,121,104],"dipi_cpt_category":[],"class_list":["post-4240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-asteo-observatory","category-general","tag-asteo-observatory","tag-digitalization","tag-rural-areas-and-internet"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Younger people lead online shopping in rural areas% -%<\/title>\n<meta name=\"description\" content=\"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Younger people lead online shopping in rural areas% -%\" \/>\n<meta property=\"og:description\" content=\"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/\" \/>\n<meta property=\"og:site_name\" content=\"Asteo | Red Neutra\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-22T22:37:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-24T10:18:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pedro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pedro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/\"},\"author\":{\"name\":\"Pedro\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/#\\\/schema\\\/person\\\/7c6b48852ea802385ba6d0169948d098\"},\"headline\":\"Younger people lead online shopping in rural areas\",\"datePublished\":\"2023-01-22T22:37:22+00:00\",\"dateModified\":\"2026-04-24T10:18:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/\"},\"wordCount\":318,\"image\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/asteo.es\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/jovenes-al-aire-libre-1.jpg\",\"keywords\":[\"ASTEO Observatory\",\"digitalization\",\"Rural areas and Internet\"],\"articleSection\":[\"Asteo Observatory\",\"General\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/\",\"url\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/\",\"name\":\"Younger people lead online shopping in rural areas% -%\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/asteo.es\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/jovenes-al-aire-libre-1.jpg\",\"datePublished\":\"2023-01-22T22:37:22+00:00\",\"dateModified\":\"2026-04-24T10:18:22+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/#\\\/schema\\\/person\\\/7c6b48852ea802385ba6d0169948d098\"},\"description\":\"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\\\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#primaryimage\",\"url\":\"https:\\\/\\\/asteo.es\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/jovenes-al-aire-libre-1.jpg\",\"contentUrl\":\"https:\\\/\\\/asteo.es\\\/wp-content\\\/uploads\\\/2023\\\/01\\\/jovenes-al-aire-libre-1.jpg\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/younger-people-lead-online-shopping-in-rural-areas\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/asteo.es\\\/en\\\/asteo-red-neutra\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Younger people lead online shopping in rural areas\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/asteo.es\\\/en\\\/\",\"name\":\"Asteo | Red Neutra\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/asteo.es\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/asteo.es\\\/en\\\/#\\\/schema\\\/person\\\/7c6b48852ea802385ba6d0169948d098\",\"name\":\"Pedro\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g\",\"caption\":\"Pedro\"},\"url\":\"https:\\\/\\\/asteo.es\\\/en\\\/author\\\/pedro\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Younger people lead online shopping in rural areas% -%","description":"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/","og_locale":"en_US","og_type":"article","og_title":"Younger people lead online shopping in rural areas% -%","og_description":"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,","og_url":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/","og_site_name":"Asteo | Red Neutra","article_published_time":"2023-01-22T22:37:22+00:00","article_modified_time":"2026-04-24T10:18:22+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg","type":"image\/jpeg"}],"author":"Pedro","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Pedro","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#article","isPartOf":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/"},"author":{"name":"Pedro","@id":"https:\/\/asteo.es\/en\/#\/schema\/person\/7c6b48852ea802385ba6d0169948d098"},"headline":"Younger people lead online shopping in rural areas","datePublished":"2023-01-22T22:37:22+00:00","dateModified":"2026-04-24T10:18:22+00:00","mainEntityOfPage":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/"},"wordCount":318,"image":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#primaryimage"},"thumbnailUrl":"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg","keywords":["ASTEO Observatory","digitalization","Rural areas and Internet"],"articleSection":["Asteo Observatory","General"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/","url":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/","name":"Younger people lead online shopping in rural areas% -%","isPartOf":{"@id":"https:\/\/asteo.es\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#primaryimage"},"image":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#primaryimage"},"thumbnailUrl":"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg","datePublished":"2023-01-22T22:37:22+00:00","dateModified":"2026-04-24T10:18:22+00:00","author":{"@id":"https:\/\/asteo.es\/en\/#\/schema\/person\/7c6b48852ea802385ba6d0169948d098"},"description":"Young people between 18 and 34 years old are the group, with respect to the rest of the age groups, that most use Smart TV (75%), Tablet\/iPad (70%) and Consoles (43%). ASTEO Observatory study among different age segments in populations in areas of Spain, with less than 10,000 and 1,000 inhabitants,","breadcrumb":{"@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#primaryimage","url":"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg","contentUrl":"https:\/\/asteo.es\/wp-content\/uploads\/2023\/01\/jovenes-al-aire-libre-1.jpg","width":1920,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/asteo.es\/en\/younger-people-lead-online-shopping-in-rural-areas\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/asteo.es\/en\/asteo-red-neutra\/"},{"@type":"ListItem","position":2,"name":"Younger people lead online shopping in rural areas"}]},{"@type":"WebSite","@id":"https:\/\/asteo.es\/en\/#website","url":"https:\/\/asteo.es\/en\/","name":"Asteo | Red Neutra","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/asteo.es\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/asteo.es\/en\/#\/schema\/person\/7c6b48852ea802385ba6d0169948d098","name":"Pedro","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e2e91152dff6e2a6c7fffd6ab5f8708eeff6aaf9bbf208727c371533ad91ac9a?s=96&d=mm&r=g","caption":"Pedro"},"url":"https:\/\/asteo.es\/en\/author\/pedro\/"}]}},"_links":{"self":[{"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/posts\/4240","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/comments?post=4240"}],"version-history":[{"count":1,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/posts\/4240\/revisions"}],"predecessor-version":[{"id":4242,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/posts\/4240\/revisions\/4242"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/media\/982"}],"wp:attachment":[{"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/media?parent=4240"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/categories?post=4240"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/tags?post=4240"},{"taxonomy":"dipi_cpt_category","embeddable":true,"href":"https:\/\/asteo.es\/en\/wp-json\/wp\/v2\/dipi_cpt_category?post=4240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}