Younger people lead online shopping in rural areas

Asteo Observatory, General

How do people over 18 use the Internet in small towns?

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 ASTEO Observatory 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.

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%). And, although the percentage is anecdotal, home automation equipment or remote connection (14%). In addition, together with the 35-44 group, they are the least likely to use a desktop PC.

What is your ranking by preference and intensity of use?

  1. Cell phone: 98%, in line with average
  2. Laptop: 88%, 2 points above average
  3. Smart TV: 75%, +6 pts
  4. Tablet/iPad: 70%, +6 pts
  5. Pc of table: 44%, – 5pts
  6. Consoles: 43%, +11 pts
  7. Smart device: 37%, +3 pts
  8. Cameras, alarms and video surveillance systems: 16%, +1 pt.
  9. Home automation equipment: 14%, +2 pts
  10. eBook: 14%, – 5 pts

And what do they do when they connect to these devices?
They are the segment that 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%). 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.

Top 10 rural youth, by preference and difference from the average

  1. RRSS, messaging and blogs: 89%, +12 points above average
  2. Navigate: 89%, -3 pts
  3. Sending and receiving e-mails: 81%, -5 pts
  4. Movies / series / sports: 74%, +18 pts.
  5. Negotiations with the bank: 68%, -2 pts.
  6. Online purchases: 64%, +11 pts.
  7. Administrative procedures: 57%, +9 pts.
  8. Video calls: 42%, +13 pts.
  9. Online training/courses: 42%, +14 pts.
  10. Medical consultations: 41%, +17%.
  11. Radio/podcast: 34%, +4 pts
  12. Online games: 31%, +9 pts
  13. Purchase of food: 14%, +3 pts

 

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Patricia Moreno Pacheco

Deployment Manager Director

Trained as an architect at the University of Seville and with international experience after her studies at the Leibniz Universität Hannover, she has a multidisciplinary technical profile. He stands out for his analytical capacity and leadership in telecommunications infrastructures, providing a highly consolidated strategic vision.

Her career began in civil architecture, working as a Municipal Architect and energy certifier. In 2017 she oriented her career towards the telco sector by joining Nokia as FTTx Network Design Engineer. For five years, he participated in large multinational deployments for operators in the USA, Italy, Chile, the Philippines and Germany. Later, at Inelcom, he took over team management and implementation support for the German UGG network, mastering the construction and last mile phases. All this international supervisory experience brought her to Asteo Red Neutra in 2023, where she manages field operations as Deployment Manager.

Away from blueprints and fiber optics, he is an active person who likes to enjoy his free time. He is passionate about climbing, paddle tennis and traveling, always looking for new environments to disconnect.

Laura Díaz

Marketing & Communications Director

With 20 years of experience, Laura has developed the communication strategy for national and international companies. Since the official launch of ASTEO Red Neutra, she has led its communication and content strategy as an external consultant, until her incorporation to the team.

She started her career as a journalist in the IT sector. She specialised in Communication, advising companies in various sectors (banking, asset management, private equity, insurance and insurtech or telecommunications). She led Evercom's Financial Communication department, in charge of the area's growth strategy and the management of the team and clients.

She graduated in journalism from the Universidad Católica Andrés Bello, in Venezuela, took the ABC-UCM master's degree in journalism, and complemented her education with studies in International Business at Dublin Business School, and sustainability at the University of Cambridge.

Married to Santi, she is the mother of two children and, whenever she has some free time, she loves going swimming and to the cinema or enjoying long dinners with friends.