In recent years, it becomes more convenient for the rural residents' trip attributed to the robust development of rural roads and rural passenger transport. At the same time, the number of traffic accidents in rural areas is increasing year by year which lead to an unexpected loss of lives and property of peasants. After collecting accident data from department of transport in Jiangsu province, this paper explored the characteristics of traffic accidents on rural roads by quantitative analysis in terms of accident forms, road alignment, roadside protection, intersection types, regional economic situation, accident time, and vehicle features. The research shows that traffic accidents on rural roads were prone to the developed area and mainly happened at at-grade intersection and segment with a poor pavement condition. Driving without license and head-on collisions were overwhelmingly dominant. Accident related casualties and vehicles including agricultural vehicle and motorcycle are local.