The results presented in this paper are part of the largest survey on unconventional medicine conducted so far (more than 140 000 people). Families with high socio-economical levels had the highest probability of choosing unconventional medicine. The use is strongly related to geographic area probably due to different availability of structures able to provide these therapies. At individual level the choice to use unconventional medicine seems a "cultural" trend associated with healthy life styles, and with positive attitudes towards prevention. It is interesting also to underline that the use of unconventional medicine is more frequent among women. Almost all users of unconventional medicine (80%) declare to be in good health, and this can indicate that unconventional therapies are mostly used for not serious and self limited conditions. Furthermore, use of unconventional medicine is often associated with a greater use of conventional drugs and with a greater frequency of check-up. This suggests a "complementary", more than "alternative" use of this kind of therapies.