I guess rural varies as much as cities/urban. The choice is between big city, big town, small town, big village, small village, hamlet, fields.
I have lived in small town, big city, big town, and hamlet. I think I personally prefer small village.
pluses for the country side - definitely space away from people (I could manage about a month at a time in the city before I went stir crazy and needed to get out somewhere away from people !). My kids would say "tractors, combines, trailers, muck spreaders, milk lorry" . Being able to walk out of your door and be in the country, no street lights all night, cows/pigs/sheep at the farm down the road. Seeing deer when walking to the meadows in the early morning. Friendly locals. Small schools. Being able to walk/cycle to the local farm shop for local grown fresh food.
Less pollution.
We have all local services within 2 miles of us - includes doctors, pharmacy, shops, library, post office, banks, takeaways, schools.
Cons for the countryside - unfriendly locals, small schools, farm traffic, muck spreading, needing a car.
Pretty much depends on which bit of countryside versus which bit of city.
Pros for the cities - nightlife (not something I miss much), frequent buses - um I'm struggling here - can't think of anything much I miss.
If you are thinking coastal in Norfolk then don't go too close to the cliffs !