The Internet became enmeshed in U.S. businesses management practices over the last decade. During this period access and use of the Internet increased for all regions of the United States, most types of work places, and all income groups. In this study we examine Internet use by farm and rural workers and proprietors using descriptive statistics and market demand analysis. In our market demand analysis approach, the primary methodology we use is categorical dependent variable analysis. The results indicate income is a critical element, though other factors such as age of proprietor and rural-urban location are also significant in market demand determination.