The largest defining feature between rural and urban environments tends to be access to broadband Internet. When there is access to broadband Internet, you see a larger audience for online services. When there is a lower level of access or lower speeds available, you see a smaller number of people who are relying on the online services and they rely more consistently on the traditional services.
That's not consistent across the board. There are demographic splits, of course, and there are language market splits that show differences, but in general the biggest difference tends to be access to broadband.