Marketing

Information and Communications Technology

World Wide Web

Inequality

Engineering

Digital inclusion

Digital economy

Rural community

The Internet

Broadband

Telecommunications

Economics

Computer science

Business

Digital divide

Mathematics

Political science

Sociology

Mathematical analysis

Internet access

Software engineering

Economic growth

Software deployment

Socioeconomics

Rural area

Journal of Rural Studies

The digital economy offers home based micro-businesses in rural areas many advantages but stubborn social, economic and territorial digital divides continue to create challenges for this sector of the rural economy. Complex digital inequalities are illustrated in our case studies of the digital behaviour and Internet experiences of those running micro, home based businesses in a remote, digitally underserved rural community before, during and after the deployment of broadband technology. Findings draw attention to the role and importance of fit-for-purpose broadband in promoting digital inclusion for individuals, households and small, home based businesses: in a fast changing digital national and global economy remote rural home based micro-businesses are at risk of being left behind.

Remote rural home based businesses and digital inequalities: Understanding needs and expectations in a digitally underserved community