Given the issues of urban-rural educational inequality and difficulties for children from poor families to succeed, this study explores the impact mechanism of internet usage on rural educational investment in China within the context of the digital divide. Using data from the 2019 China Household Finance Survey (CHFS), this study analyzed the educational investment decisions of 2064 rural households. Results indicate that in the Eastern region, a high level of educational investment is primarily influenced by the per capita income of the family, with social capital and internet usage also playing supportive roles. In the Northeastern region, the key factor is the diversity of internet usage, specifically using both a smartphone and a computer. In the Central region, factors such as the diversity of internet usage, subjective risk attitudes, the appropriate age of the household head, and per capita income of the family contribute to higher levels of educational investment. In the Western region, the dominant factors are the diversity of internet usage, subjective usage and per capita income of the family. These factors enhance expected returns on the high level of educational investment and boost farmers’ confidence. High internet usage rates significantly promote diverse and stable educational investment decisions, providing evidence for policymakers to bridge the urban-rural education gap.