The primary sector is asking so much of our rural communities to operate their businesses via software and mobile apps, lodge NAIT files and general banking via the internet.
But this week NZ Farming found in a recent poll that 63% of those asked still struggle with a poor internet connection in rural areas.
Craig Young, chief executive for Telecommunications Users Association of NZ joined the Rural Exchange team to discuss the problems around internet connectivity outside of urban areas.
Mr Young says it's "not surprising" rural communities struggle with accessing the internet.
"It's a pretty common message we keep getting back.
"A lot has been done in rural New Zealand to improve coverage but we've still got huge gaps," Mr Young said.
"And that's why we've been pushing very hard for many years now for changes.
We want the same experience in rural New Zealand as those of who live in the urban environment get.
It also comes off the back of some disappointing news this week for the rural community after media giant Fairfax announced it would either sell or close 28 mastheads, which consist of mostly community or rural newspapers.
Watch the full interview with Craig Young above.