purpose: this research looks at the characteristics of social networks of rural people in different careers and income conditions. the study also investigates information exchange amongst rural people. the aim of this research is to analyze social networks’ implication in the information exchange of rural people in china.

design/methodology/approach: the field work investigation of this study is a questionnaire survey of the egocentric social networks of 660 rural people in china. the characteristics of social networks are revealed through social network analysis (sna).

findings: analysis of quantitative date indicates that the social networks of chinese rural people are small sized, filled with very strong ties and characterized by high-homogeneity. these characteristics limit the exchange of useful and new information.

research limitations: this survey was taken on a small scale of respondents. it did not focus on the information poverty issue, though the results indicate that a strong information divide exists amongst rural people.

practical implications: the social networks of rural people are viewed as their main information exchange channel on the one hand;  on the other hand however, they do play a negative role in ameliorating information poverty. through these social networks, rural people with different educational backgrounds and income levels suffer the information divide.

originality/value: this research focuses on the seven kinds of information which are crucial in rural people’s living and productivity. the connections between the characteristics of social networks and information exchange are revealed.

purpose: this research looks at the characteristics of social networks of rural people in different careers and income conditions. the study also investigates information exchange amongst rural people. the aim of this research is to analyze social networks’ implication in the information exchange of rural people in china.

design/methodology/approach: the field work investigation of this study is a questionnaire survey of the egocentric social networks of 660 rural people in china. the characteristics of social networks are revealed through social network analysis (sna).

findings: analysis of quantitative date indicates that the social networks of chinese rural people are small sized, filled with very strong ties and characterized by high-homogeneity. these characteristics limit the exchange of useful and new information.

research limitations: this survey was taken on a small scale of respondents. it did not focus on the information poverty issue, though the results indicate that a strong information divide exists amongst rural people.

practical implications: the social networks of rural people are viewed as their main information exchange channel on the one hand;  on the other hand however, they do play a negative role in ameliorating information poverty. through these social networks, rural people with different educational backgrounds and income levels suffer the information divide.

originality/value: this research focuses on the seven kinds of information which are crucial in rural people’s living and productivity. the connections between the characteristics of social networks and information exchange are revealed.