C. Ann Hollifield <br/><br/>
Creating demand :  influencing information technology diffusion in rural communities 

 - New York :  PERGAMON,  2003 
<br/><br/> In the 21st century, access to information technologies will be necessary for rural communities to attract and retain businesses and, therefore, remain economically viable. However, low population density makes it difficult for rural areas to support expensive technology investments such as are required for broadband. In addition, history shows rural adoption timelines significantly lag those in urban areas, which slows development of the demand economically necessary to support infrastructure construction.  This study examined variables that influenced rural residents’ comparatively early adoption of information technologies at a time when the rural-urban digital divide in the use of basic online services was still growing. The study found employment by a company that was using specific information technologies was the strongest predictor of individual adoption. The effect was particularly strong among those with less formal education. The findings suggest rural development specialists should focus on encouraging locally owned rural businesses to adopt information technologies as a means of maximizing local diffusion and increasing demand levels.