Getting your Trinity Audio player ready...

The way Americans purchase goods and services has changed in recent years. Typically, the bulk of attention rests on the trends noticeable in cities. However, the reality on the ground is that areas outside the so-called “urban bubble” are also nuanced and dynamic. 

Americans who are resident in small towns and rural communities have had their payment preferences change in recent times. But when compared to cities, these changes occur at a slow but steady pace and stem from different reasons. 

In this detailed article, we’ll run you through how payment behaviour is changing outside America’s major cities. We’ll also shed light on the factors driving and restricting this evolution and what it means for communities and businesses. Let’s get going.

Traditional Payment Methods Haven’t Been Relegated to the Background

The world we live in today has become digital. Yet, traditional banking means such as cash and cards are still used by most individuals in rural America.

According to a survey conducted by YouGov, 67% of respondents admitted to using cash to process payments. People in rural areas tend to use cash even more. Why? Because it’s reliable and can be used to make seamless payments in territories defined by inconsistent internet connections.

Credit and debit cards are also used by many, especially in the older population. However, it’s pertinent to note that debit cards are favoured more due to their practicality. While credit cards remain in the mix, some individuals don’t use them due to reservations revolving around lower incomes and limited access to financial services. 

But for people who do shop or play online, especially on entertainment platforms like online casinos, having access to the best online casino payment methods becomes important. These options often include e-wallets, prepaid cards, and secure banking methods designed to ensure your transactions are safe, even in areas where internet stability is a concern.

Although cards and cash reign supreme in rural areas, checks still circulate within these communities. They’re typically used to settle utility bills, rent, and local contractors. This is usually the case in neighbourhoods where digital infrastructure is almost non-existent or unused by residents.

The Rise of Mobile Payments Stalled by Several Barriers

Apple Pay, Google Pay, and Venmo are growing in popularity across America. According to a 2024 report by JD Power, 48% of US consumers processed payment via a digital wallet during the 90 days before the study. This statistic demonstrates a 12% point increase from 2023. In 2025, these numbers are expected to be even higher. 

However, digital wallets aren’t too popular outside major US cities due to a few reasons:

• Underdeveloped POS Structure: Most retailers positioned in rural areas don’t have point-of-sale systems compatible with digital wallets.

• Slow Internet: While internet connectivity is relatively stable in most of the United States, there are certain areas still dealing with slow connections. According to a 2024 study, an estimated 22 million older Americans don’t have home broadband access. As such, depending on mobile payment solutions is a risk many aren’t willing to take.

• Generational Gap: Millennials and Gen Zs don’t have qualms about using their smartphones to process payments. However, the older generation (still heavily represented in rural areas) is still playing catch-up. This isn’t their fault, though. Setting up accounts and executing two-factor authentication is problematic without adequate guidance.

Despite the listed challenges, momentum in the usage of digital wallets remains on the rise. Younger individuals are now using mobile wallets to pay for stuff online and offline, an example that the older generation is bound to follow in the near future.

Factors Motivating the Transition Towards Digital Payments in Rural America

The younger generation using digital payment solutions will see older adults adopt similar transaction routes. However, other factors fuelling the rise of digital payments in rural America exist. Here are some of the most notable:

National Business Chains Are Moving Into Smaller Towns

Revered retail brands such as Walmart, Starbucks, and Dollar General are expanding their businesses to smaller communities. What’s better? Their stores, upon launch, will feature equipment that supports digital payments. When residents interact with these systems, their apathy towards them will dissipate over time. 

Incentives and Promotions

Most digital wallet and mobile payment applications appeal to their frugal customers with perks such as cashback points, discounts, bill-splitting, and charge-free transfers. 

These incentives have made individuals sceptical about digital payment solutions reconsider their stance. As such, they’ve gone ahead to download related applications to be on the receiving end of promised promotional offers. 

That said, these applications embed tracking and notification functions that give users control of their spending habits and ensure safe transactions across the board.

The Rise of “Buy Now, Pay Later” Payment Routes

Payment services such as Klarna and Afterpay are gaining solid traction in rural and suburban areas. These platforms have a Buy Now, Pay Later (BNPL) system that allows you to purchase goods and services and pay for them over a select period of time. This system makes these services a solid alternative in regions where access to credit limits is limited or viewed with scepticism.

Land-based stores that support BNPL are rare. However, most online shopping services are in sync with this payment system. Little wonder, individuals in small towns don’t hesitate to open accounts on BNPL-supported platforms to make large purchases without bearing the short-term financial brunt.

A Future Where the Old and New Align

Outside the major cities in America, people are changing the way they make payments. However, there’s a twist in between. Traditional payment methods like cash and cards won’t lose relevance anytime soon. Instead, they’ll be used alongside digital payment routes. This combination gives people in rural areas the luxury of comparing transaction channels and selecting what suits their needs the most at that given moment. 

For businesses and lawmakers, the summary is clear as day. Rural America is poised to make the leap into digital payments. However, this will only become a reality when the required tools are accessible, trustworthy, and add long-term value.

The Bottom Line

Outside the major cities in America, people are changing the way they make payments. However, there’s a twist in-between. Traditional payment methods like cash and cards won’t lose relevance anytime soon. Instead, they’ll be used alongside digital payment routes. This combination gives people in rural areas the luxury of comparing transaction channels and selecting what suits their needs the most at that given moment. 

For businesses and lawmakers, the summary is clear as day. Rural America is ready to take the leap into digitized payments. However, this will only become a reality when the required tools are accessible, trustworthy, and add long-term value.

 

Gamble Responsibly. You must be 21 years old or older to gamble. If you or someone you know has a problem with gambling help is available at 1-800-GAMBLER.