Published: July 3, 2025
By AGL Information and Technology Staff Writers
Federal broadband policy is increasingly embracing technology neutrality, allowing fixed wireless, satellite, cable, and fiber to compete equally for deployment grants and subsidies. However, a recent study by RVA LLC Market Research & Consulting revealed that 63% of rural Americans prefer fiber connections, stating they would either wait longer for fiber to reach their community or pay a premium to subscribe, compared to other broadband types.
This consumer sentiment highlights fiber’s reputation for superior performance, particularly in underserved regions where residents are wary of variable speeds, latency issues, and weather-related interruptions commonly associated with some fixed wireless and satellite services. Fiber offers symmetric upload and download speeds with virtually unlimited bandwidth potential, a characteristic that is particularly attractive for businesses, remote workers, and families who rely on simultaneous streaming, telehealth, and cloud-based applications.
Bill Gilligan, an analyst at RVA LLC, noted that “consumers associate fiber with long-term value, higher speeds, and fewer service disruptions. Even when satellite and fixed wireless providers offer faster rollout, the perceived reliability gap influences decision-making.”
These findings challenge policymakers to strike a balance between rapid deployment goals and consumer expectations. While BEAD’s restructured guidelines no longer prioritize fiber exclusively, broadband grant applicants targeting rural communities may gain competitive advantages by including fiber in their proposals or presenting clear hybrid models with fiber at the core.
For ISPs, network builders, and state broadband offices, the takeaway is clear: fiber remains the top choice in the minds of rural customers. Strategies that prioritize or integrate fiber buildouts could drive higher adoption rates, reduced churn, and stronger community support, even if multi-technology solutions remain essential for universal coverage targets.
Ethical Considerations
While understanding consumer preferences is valuable, ensuring equitable access to services and resources must remain a primary focus. Policymakers and service providers need to carefully balance factors such as affordability for users and the rapid deployment of solutions, all while considering the importance of building and maintaining long-term infrastructure that is resilient and capable of supporting future needs.
