With the deepening of reform and opening up and the gradual arrival of aging, the establishment and implementation of the oldage security system has become an important livelihood problem and commercial insurance, as a pillar of it, needs to be paid enough attention to. This paper uses Logit and Tobit models to empirically analyze the breadth and depth of family commercial insurance from family basic characteristics, economics characteristics and external environment. The results show that age of head of household, education, family size, health status, annual income and housing rental have a significant effect on families. Based on the urban and rural samples, it is found that marriage, debt and risk preference have more positively impact on urban families while happiness has more positively impact on rural families. 