Factors associated with the use of CAM were investigated. The reasons for CAM use were examined by dividing complementary medicine clients into two groups based on the frequency and length of their use of complementary therapies, and comparing them with conventional medicine clients as well as with each other. New/infrequent CAM clients (n = 70), established CAM clients (n = 71), and orthodox medicine clients (n = 58) were distinguished on the basis of health beliefs, socio-demographic, medical, and personality variables. Different patterns of predictors of CAM use emerged depending on which client groups were compared. In general, health-aware behaviours and dissatisfaction with conventional medicine were the best predictors of overall and initial/infrequent CAM use, and more frequent health-aware behaviours were associated with continued CAM use. Medical need also influenced the choice to use CAM, and was the best predictor of committed CAM use, with the established CAM clients reporting more health problems than the new/infrequent CAM group. Overall, income was a significant discriminator, but did not predict initial or continued CAM use. Openness to new experience was associated with CAM use in general, but was most notable in the initial decision to try or explore using CAM.