As much as I am an urban booster, I think there is truth to those numbers. Anything I have read on happiness studies almost always boil down to a few things: how close your friends and family are, if you feel your work or life is meaningful, if you express gratitude in your daily life, if you are free from oppression and poverty. Rural life, because it is typically more tight knit, does favour some of those things more than in urban settings. Knowing only a few people, but quite intimately, is much better for your happiness than knowing many people, but with weaker ties. I think it illustrates that urban areas need to pay more attention to how they foster social connection.