The present paper explores the characteristics of rural residents and issues facing rural consumers. Analysis of census data and a survey of 499 rural residents across Australia suggests that cost is their major concern. Rural consumers indicated that they would like to access information through a variety of sources, but local media was the most preferred source. While many would like more consumer information, they would like to know how to access information when needed rather than have it on hand. Most were not concerned about complaint procedures, but many were found to be unaware of where to redress problems with health services.