China's rapid urbanization has resulted in increasing household electricity consumption (HEC). However, significant urban-rural disparity exists due to different consumption behaviors and income levels. Thus, it is crucial to uncover the key drivers of HEC so that appropriate policies can be raised to facilitate the achievement of China's carbon neutrality targets. This study aims to uncover the heterogeneity of urban-rural HEC by accounting electricity consumption from six household services. Then, multiple regression models, containing both household internal and external factors, are established to investigate the drivers of urban-rural HEC based on the data from Chinese General Social Survey in 2015 and 2018. The results present that urban HEC is higher than rural HEC at both aggregate and single service levels. Household appliances are major positive drivers of urban-rural HEC. Household size and home life time also promote HEC, and their positive effects on urban households are higher. Non-electric energy has different substitution effects on urban-rural HEC. Pipeline gas and liquefied petroleum gas are major alternative energy sources for urban HEC. Coal and biomass usage can reduce rural HEC. Time-of-use electricity pricing restricts urban-rural HEC under different services. Publicity slightly facilitates urban household electricity conservation. Finally, policy recommendations, including electricity-saving appliances and technological promotion, economic instruments, and capacity building, are proposed to facilitate clean and efficient HEC.