This paper explores preferences towards cardiological e-health services, assessed on a representative quota sample of potential users in Sardinia, Italy. By a mixture model approach, it is possible to observe individual response behaviour expressed in terms of agreement and heterogeneity. While a substantial heterogeneity emerges for modes of consultation, the ranking of respondents’ preferences is clearly depicted for the location. The findings highlight a strong preference for a cardiological consultation at the family doctor and for the province of residence as a location. Notably, education and age are the covariates that most importantly affect choice processes.