Paying bills online is no longer a habit reserved for tech-savvy younger generations. According to Innovative Systems’ 2026 Rural Subscriber Study — now in its 11th year — 70% of rural residential subscribers use the internet to pay bills. That figure spans all age groups, including subscribers in their 50s, 60s, 70s, and beyond. For broadband providers who have been hesitant to push electronic payments, the data makes a compelling case: The shift has already happened among your customers.
While 70% of subscribers already pay bills online, the study found that only 51% of rural broadband subscribers are currently enrolled in paperless billing. That 19% gap represents a significant opportunity. Customers are already comfortable with paying bills online, but many providers haven’t yet converted those customers to paperless accounts.
Moving more subscribers to paperless billing and electronic payments is a straightforward win. But we often hear from providers that they can’t push electronic payments because of their older subscribers.
The assumption providers usually make is that customers 55 and older prefer paper bills, writing checks, or paying in person, or that they simply are not comfortable conducting financial transactions online. The 2026 Rural Video and Broadband Industry Study suggests that these preconceptions aren’t accurate.
The study also found that, among subscribers ages 55 and older, the internet is used primarily for email, browsing, and online banking. Primarily — not just occasionally or often. Managing finances on the internet is already part of the routine for these subscribers — the same subscribers many providers assume are not ready for electronic billing or prefer another method.
These findings should give providers the confidence to promote electronic payments and paperless billing to their entire customer base, without worrying about whether a segment of their customers is ready for it. Outreach campaigns, billing inserts, and customer service scripts that encourage electronic payment enrollment should not be filtered by customer age. The data suggest that older customers are just as likely to be comfortable banking online as their younger counterparts.
The findings of the 2026 Rural Subscriber Study make a practical case for action. If 70% of your customers already pay bills online but fewer than 51% are on paperless billing, a targeted enrollment campaign could bridge the divide.
When respondents were asked what would prompt them to leave a positive review of their provider, more than half said a discount or monetary incentive would motivate them to do so. Though leaving a positive review is different than signing up for electronic payments, the finding suggests that a small incentive like a one-time bill credit could be a strong inducement for customers to start paying online.
Rural broadband subscribers — across all age groups — are already comfortable handling financial matters online. It’s up to providers to meet them where they already are.
Access the study for more insights.
Brian Weis, Director of Customer Success
Innovative Systems
Brian Weis is Director of Customer Success at Innovative Systems, with 18+ years of telecom experience spanning operations, engineering, and sales. He helps customers improve efficiency, grow revenue, and reduce third-party reliance. Brian holds an engineering degree from The Ohio State University and served in the Marine Corps Reserves.
