US rural vs city representation report 2024

Nearly 2 in 3 rural Americans (64%) think advertisers do not understand them. So, who are rural Americans, how exactly do they differ from city dwellers, and what should advertisers know to better connect with them?

Drawing on data from YouGov Profiles and custom YouGov Surveys research, this report explores the demographic, psychographic, and behavioral differences between rural and city dwellers in America.

Download YouGov’s new report to understand:

• Who comprises rural and urban America, and how large is each group?
• How do both groups expect their financial situations to change in the next 12 months?
• What’s the path-to-purchase for rural and city-based Americans in an ecommerce world?
• How do both groups consume media?
• Which brands are winning rural- and city-based Americans across alcohol, automotive, food, tech, media, retail, and more?

Among the key findings:

• Nearly two-thirds of rural Americans (64%) think advertisers do not understand them
• 43% of rural Americans believe urban and rural Americans will have less in common in five years than they do now (vs 22% of city dwellers)
• 45% of rural Americans anticipate their household financial situation will get better in the next 12 months (vs 26% of city dwellers)
• 45% of city-based Americans are willing to pay more for luxury brands (vs 21% of rural dwellers)
• Rural Americans are more likely to drink Yuengling and Coors Light, whereas city-based Americans are more likely to drink Heineken and Corona
• Rural Americans are more likely to shop at Dollar General and Walmart, whereas city-based Americans are more likely to shop at Target and CVS