Based on the 3 000 samples in Hubei province,this paper makes a questionnaire investigation and non-structured interviews on consumer demand of higher education in rural households. The result shows that consumer demand of higher education in rural households has the following characteristics:strong consumer demand,limited payment capacity ,short-term utilitarian orientation,irrational consumption,low satisfaction in higher education and other innovative features. From three perspective of family factors,higher education per se,types of higher education,this paper analyzes the influencing factors of consumer demand of higher education in rural households. Therefore,this paper proposes four countermeasures:increase farmer’s income,standardize charge of colleges and universities,channel reasonable consumption and improve the quality of higher education.