The promotion of the level and quality of household financial market participation depends on the level of consumer financial education, leading to the constant increase in the demands of consumer financial education. The process is achieved by consumers through the allocation of leisure time effectively for learning and mastering financial knowledge. During the process of learning financial knowledge, the time actually spent on learning is affected by learning goals, learning paths, the difficulty of knowledge and other individual characteristics. The mechanism of consumer financial education choice is proved by the time-price effect in theoretical model. Using micro-survey data for empirical analysis, it further shows that the feature of group differences of financial education is very significant, fast-food learning is obvious and education resources of colleges and universities are omitted. The conclusions abovementioned help financial institutions to pointedly plan the implementation path of consumer financial education in the future and further improve consumer financial education level.