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Just to add to the confusion, there is also almond milk!

However, seeing as I actually have all three of these different types of milk in my refrigerator or pantry, I thought I would do my own investigation. Using a standard serving size of 1 cup (8 fl. oz.), with all three being fortified/enriched with vitamins and calcium, as well as organic): unsweetened/plain soymilk, non-flavored rice milk and fat free organic cow's milk, here is my experience:

My scale:
("++" = excellent; "+" = good; "-" = ok; "--" = poor)

Soymilk
++ protein (7 grams)
++ cholesterol (0 grams)
++ carbs (4 grams)
+ shelf life
++ 100% vegan
+ calories (80 calories)
Bottom line: Good for protein and cholesterol.

Cow's milk
++ protein (8 grams)
- cholesterol (only 5 grams, but others have zero)
+ carbs (12 grams)
+ shelf life not good, unless buy powdered form
++ whole milk for infants and toddlers; contains fat needed for their developing brains
+ calories (80 calories)
Bottom line: Good for protein. Others are slightly better if watching cholesterol.

Rice milk
-- carbs/sugar (has 23 grams; double of others)
++ cholesterol (0 grams)
++ shelf life (up to one year, no refrigeration)
++ 100% vegan
- calories (120 calories)
Bottom line: avoid if watching carbs/sugar and calories. Good to have on hand in pantry. Good if watching cholesterol

So, if you are not vegan, have no lactose intolerance, then it depends on taste and what you are needing in your diet, whether you are needing more protein (cow's milk and soymilk), or are watching calories/carbs (avoid rice milk).