Survey: 94% of rural residents shop online some of the time

More than nine out of ten people who live in rural regions of the UK shop online at least some of the time, according to new research from PayPal.

The online payments service found that broadband services are becoming a vital part of countryside living and that fast services can help businesses retain a competitive edge while also potentially saving money on communications solutions such as VoIP hardware.

According to the organisation, over 40 per cent of adults in rural communities have escalated their online shopping activities since last year.

Helen Milner, managing director of UK online centres, an organisation that enables people to access the web, said: "The internet can save people time, hassle and even money. Everyone should have an equal chance and an equal choice to access those benefits and make use of those services."

PayPal's research also found 16 per cent of people in rural areas cannot access the goods they need from their nearest shops.

Figures from UK online centres reveal 45 per cent of people who remain offline are in that position because they choose to be.