Most rural Nebraskans are aware of the use of algorithms in online media and have some concerns about their use, according to results from the 2025 Nebraska Rural Poll.
Algorithms are a sequence of instructions given to a computer to perform a task or solve a problem. When media users log onto the internet, algorithms use data about the users to personalize the online experiences.
Most rural Nebraskans surveyed are aware that algorithms are used to recommend online media content, that they prioritize certain content above others and that they tailor content to them. At least six in 10 respondents say they are very or completely aware of the following:
- Algorithms are used to tailor certain online media content to them (67%);
- algorithms are used to prioritize certain online content above others (65%); and
- algorithms are used to recommend online content to them (63%).
This is especially true of younger respondents, who are more likely than their older counterparts to be aware of algorithm use in online media content. Eighty-six percent of respondents ages 19 to 29 are very or completely aware that algorithms are used to recommend content, compared to just 31% of respondents 65 and older.
“Rural Nebraskans are asking thoughtful questions about their online interactions, and that’s a real strength,” said Becky Vogt, survey manager. “The data show strong awareness — especially among younger residents — about how algorithms shape what we see online, and that awareness creates opportunities for families and communities to learn from one another. Together, these trends suggest rural Nebraskans are well-positioned to navigate digital spaces in ways that reflect their values and support informed decision-making.”
Most rural Nebraskans surveyed have some concerns about algorithms — that they make it harder to distinguish between reliable and unreliable information online, that they might limit the diversity of information users are exposed to online and that they influence the news and information users receive about current events.
At least six in 10 respondents are concerned about algorithms’ impact on online experiences and agree or strongly agree with the following:
- Algorithms are making it harder to distinguish between reliable and unreliable information online (74%);
- algorithms might limit the diversity of information I am exposed to online (69%); and
- algorithms influence the news and information I receive online about current events (68%).
When asked about positive impacts of algorithms, respondents have mixed opinions. For these statements, the proportions agreeing are less than one in four:
- Algorithms can make it easier to find information by categorizing and promoting online information that is relevant to me (37%);
- algorithms might help me discover new information or perspectives online that I might not have otherwise encountered (36%); and
- algorithms personalize the information I see online in a way that is beneficial to me (25%).
Few rural Nebraskans surveyed are using algorithm recommender systems to achieve various objectives, such as maintaining consistency with their beliefs and interests or aligning with their personal values. About two in 10 agree with these statements:
- I often consciously train algorithm recommender systems to make the online media content more aligned with my preferences (19%);
- I often consciously train algorithm recommender systems on online media to maintain consistency with my beliefs and interests (22%); and
- I often consciously train algorithm recommender systems to make the online media content more aligned with my personal values (19%).
Respondents have mixed opinions about online communities. Forty-three percent disagree that they feel they belong to an online community on the internet. Meanwhile, 35% disagree that they can find people who share their exact interests more easily on the internet than they can in daily life, compared to just 29% who agree. Thirty-nine percent agree that the internet has allowed them to communicate with all kinds of interesting people they otherwise would never have interacted with, compared to 25% who disagree.
Online communities seem to appeal more to younger persons, according to the Rural Poll. Younger respondents are more likely than their older counterparts to say they can find people who share their exact interests more easily on the internet than they can in their daily life. Half of respondents ages 19 to 29 agree with this statement, compared to 15% of those 65 and older. Younger respondents are also more likely to agree that the internet has allowed them to communicate with all kinds of interesting people they otherwise never would have encountered. Sixty-three percent of respondents ages 19 to 29 agree with this statement, compared to 26% of those 65 and older.
“These findings show that rural Nebraskans are approaching the digital world with both caution and independence,” said Heather Akin, associate professor in the University of Nebraska–Lincoln’s Department of Agricultural Leadership, Education and Communication. “Many residents recognize real challenges around information quality and diversity online. However, the data also highlight opportunities — especially across generations — to build skills, share perspectives and use technology more intentionally. Taken together, this suggests rural Nebraskans value thoughtful engagement.”
The “Algorithms” report and its implications for rural Nebraska will be highlighted during a Rural Poll webinar at noon Jan. 15. Akin will lead the discussion with special guests from the university’s School of Computing, College of Journalism and Mass Communications and University Libraries. Register here.
The 2025 Nebraska Rural Poll marks the 30th year of tracking rural Nebraskans’ perceptions about policy and quality of life, making it the largest and longest-running poll of its kind. This summer, questionnaires were mailed to more than 6,700 Nebraska households, with 943 households from 86 of the state’s 93 counties responding. The poll carries a margin of error of plus-or-minus 3%. Conducted by Rural Prosperity Nebraska with funding from Nebraska Extension, the Rural Poll provides three decades of data on the voices of rural Nebraskans. Current and past reports are available here.
