Why Kuaishou Demographics Matter in 2026
If you're planning ad spend on China's short-video platforms, you already know Douyin. But Kuaishou (Kwai)—with 400M+ users and a uniquely loyal "Laotie" (old iron) community—deserves your attention in 2026.
Unlike Douyin's polished, urban-centric content, Kuaishou thrives on authenticity. Its user base skews toward China's "new-tier" cities (tiers 3-5), where purchasing power is rising fast and brand loyalty runs deep.
In this post, we'll break down Kuaishou's demographics using fresh data from the 2025 CNY (Chinese New Year) period—when user activity peaks and consumer behavior is on full display.
By the end, you'll know exactly whether your target audience lives on Kuaishou—and how to reach them.
Scale Snapshot: The 400M+ User Base
Let's start with the big picture. Kuaishou isn't just "the other short-video app"—it's a social commerce powerhouse with numbers that demand respect.
CNY Period: A Usage Explosion
The 2025 CNY cycle (Jan 15 – Feb 4) revealed Kuaishou's true scale:
- Daily active users consistently higher than the same period in 2024
- New Year's Eve (Chuxi) marked the peak—when families gather and screen time soars
- Two daily peaks: 12-1 PM and 6-9 PM (plus a late-night surge on New Year's Eve, 10 PM – 1 AM)
💡 Key Insight
Kuaishou users don't just scroll—they share. Video sharing increased 64.2% YoY during CNY 2025, proving that "Laotie" trust drives viral reach.
Age Distribution: Young Yet Diverse
Kuaishou's age distribution defies the "younger = better" stereotype. Yes, young users dominate—but the platform's real strength is its cross-generational appeal.
The Numbers
| Age Group | Share of Active Users | Consumption Power |
|---|---|---|
| 18-23 | ~15% | 💰💰💰 Highest growth rate (YoY spending) |
| 24-30 | ~25% (Largest segment) | 💰💰 Strong, focused on beauty/tech |
| 31-40 | ~28% (Largest segment) | 💰💰💰💰 Highest absolute spending |
| 41-49 | ~18% | 💰💰 Steady, focused on family/health |
| 50+ | ~14% | 💰💰💰 Strong niche (health/food) |
What This Means
- 18-30 age group = ~40% of active users (your core digital natives)
- 31-40 age group = highest per-capita spending (family decision-maker)
- 50+ users = surprisingly active, with strong preference for fresh food, health products, and alcohol
📊 Data Point
During CNY 2025, 18-23-year-olds and 50+ users showed the strongest consumption tendency compared to daily behavior. One platform, two surprising high-converting age groups.
City Tier Distribution: New-Tier Cities Dominate
Here's where Kuaishou differs most from Douyin: its user base is disproportionately concentrated in China's new-tier and lower-tier cities (tiers 3-5).
The Breakdown
| City Tier | User Share | Growth Trend (CNY 2025 YoY) |
|---|---|---|
| Tier 1 & New Tier 1 | ~25% | 📈 Accelerating (fastest growth in New Tier 1) |
| Tier 2 | ~22% | 📈 Strong growth |
| Tier 3 | ~28% | ➡️ Stable (core user base) |
| Tier 4-5 | ~25% | ➡️ Stable (loyal "Laotie" heartland) |
Why This Matters
- New-tier cities (tiers 3-5) = ~53% of users. These are markets where brand competition is lower and price sensitivity is balanced by strong community trust.
- High-tier cities (tiers 1-2) are growing faster. Kuaishou is successfully penetrating upscale markets—new-tier-1 and tier-2 cities lead YoY user growth.
- Lower-tier users spend more per order on average during festivals. During CNY 2025, tier-4-5 users' per-capita spending growth matched or exceeded tier-1 users.
🎯 Targeting Tip
If you're marketing to China's "heartland"—tiers 3-5—Kuaishou is non-negotiable. Douyin will reach them, but Kuaishou will convert them.
Provincial Distribution: Regional Powerhouses
Kuaishou's geographic footprint reflects China's economic geography—with some surprises.
Top Provinces by User Share (CNY 2025)
| Province | User Share | YoY Change | Consumer Power |
|---|---|---|---|
| Shandong | 8.49% | -0.09pp | 💰💰💰 Top 3 in spending |
| Hebei | 7.94% | -0.12pp | 💰💰💰 Top 3 in spending |
| Guangdong | 7.88% | +0.12pp | 💰💰 Strong (rising) |
| Henan | 6.34% | -0.02pp | 💰💰 Steady |
| Sichuan | 4.90% | +0.13pp | 💰💰💰 Fastest spending growth |
| Liaoning | 4.86% | -0.06pp | 💰💰💰 Top 3 in spending |
| Jiangsu | 4.77% | +0.02pp | 💰💰 Strong economy |
| Zhejiang | 3.81% | +0.20pp | 💰💰💰 High spending per user |
Growth Leaders (Consumer Spending YoY)
- Guizhou—Fastest growth in consumer spending
- Sichuan—Strong economy + growing digital adoption
- Chongqing—Municipality with concentrated spending power
💡 Regional Insight
While Shandong and Hebei dominate in absolute user numbers, southern and western provinces (Guangdong, Sichuan, Zhejiang) are gaining share. If you're expanding into Southwest or South China, Kuaishou's user base aligns perfectly.
Engagement Metrics: Beyond the Numbers
Kuaishou users aren't just passive viewers—they're active participants. The platform's community-driven culture ("Laotie economics") drives engagement metrics that advertisers dream of.
Time Spent
Content Preferences (CNY 2025)
During the festive period, these content categories saw the highest engagement:
| Content Type | Engagement Level | User Behavior |
|---|---|---|
| Short Dramas | 🔥🔥🔥🔥🔥 | Binge-watching, high completion rate |
| Food & Cooking | 🔥🔥🔥🔥🔥 | CNY-themed, family recipes |
| Games | 🔥🔥🔥🔥 | Interactive, live streaming |
| Beauty & Skincare | 🔥🔥🔥🔥 | Tutorial-heavy, purchase-driven |
| Traditional Culture "Intangible Heritage" | 🔥🔥🔥🔥🔥 | 300%+ search growth (!) |
The "Sharing" Factor
Kuaishou users don't just like content—they share it. Video sharing grew 64.2% YoY during CNY 2025, far outpacing simple viewing metrics. This "social proof" effect is gold for advertisers: a shared video carries theendorsement of a trusted connection.
📊 Engagement Insight
Users who engage with traditional culture content (intangible heritage, folk customs) have 2.3x higher purchase conversion rates during festive periods. Culture = trust = sales.
Consumer Profile: 90M+ CNY Shoppers
Here's the metric that should grab your attention: Nearly 90 million users made purchases during CNY 2025, with total spending up 16.4% YoY.
Purchase Categories (Top 10 by Spending)
| Category | Share of Spending | TGI vs. Daily |
|---|---|---|
| Women's Apparel | 23.2% | ➡️ Baseline |
| Mobile/ Digital / Computers | 8.2% | 📈 Strong during CNY |
| Men's Apparel | 5.8% | ➡️ Stable |
| Fresh Food | 4.9% | 🔥🔥🔥 180+ TGI |
| Snacks / Nuts / Specialty | 4.0% | 🔥🔥 150+ TGI |
| Beauty & Skincare | 4.0% | 📈 Growth category |
| Nutrition & Health | 3.7% | 📈 Wellness trend |
| Alcohol | 3.4% | 📈 CNY essential |
| Home & Living | 3.3% | ➡️ Stable |
| Gold / Jewelry / Pearls | 3.1% | 📈 Gifting season |
High-TGI Categories (CNY-Specific Demand)
- Children's Apparel—230+ TGI (New Year = new clothes for kids)
- Fresh Food—180+ TGI (CNY feasting)
- Toys / Early Education—150+ TGI (gifts for kids)
- Snacks / Nuts—150+ TGI (household sharing)
- Yoga / Fitness Gear—130+ TGI (New Year resolutions)
🎯 Ad Strategy
Kuaishou's shoppers aren't just buying—they're stocking up for the festival. Time your ad campaigns to peak during the pre-CNY period (Jan 1–Jan 20) when purchase intent is highest. Don't wait until CNY itself.
Search Behavior: 400M+ Active Searchers
Kuaishou isn't just a video platform—it's a search engine. During CNY 2025, over 400 million users searched for content, with 140 million+ searching daily.
What They're Searching For
| Search Category | User Reach | Growth Trend |
|---|---|---|
| TV Shows & Variety | 200M+ users | ➡️ Stable |
| Influencers & Creators | High | 📈 Growing |
| Lifestyle & Daily Life | High | 📈 Growing |
| Games | Medium | 📈 Growing |
| Stars & Entertainment | Medium | ➡️ Stable |
| Music & Anime | Medium | 📈 Growing |
| Digital & Tech | Medium | 📈📈 Fastest growing |
| Health & Wellness | Medium | 📈📈 Fastest growing |
| Education | Medium | 📈📈 Fastest growing |
Search Insights for Advertisers
- Search = High Intent. Users searching for "TV show reviews" or "product tutorials" are in research mode—prime for targeted ads.
- Emerging Categories. Health, education, and digital products are seeing the fastest search growth—get in early before competition heats up.
- Traditional Culture Boom. Searches for "intangible heritage" (traditional crafts, folk customs) grew 300%+ YoY. Brands aligning with cultural pride win.
💡 Search = Opportunity
Unlike Douyin, where search is often serendipitous, Kuaishou users search with purpose. They're looking for product reviews, tutorials, and recommendations. If you're not bidding on Kuaishou search ads, you're leaving money on the table.
What This Means for Marketers
Enough data—let's talk strategy. Based on Kuaishou's demographics, here are our recommendations for 2026:
1. Don't Sleep on Lower-Tier Cities
If your brand targets tiers 3-5, Kuaishou is your most efficient channel. CPMs are lower than Douyin, and the "Laotie" community effect drives higher conversion rates.
2. Target the "Two Ends" of the Age Spectrum
While 24-40 is the largest segment, 18-23 and 50+ users show the strongest consumption tendency during festivals. Don't ignore grandma—she's on Kuaishou, and she's buying health products and fresh food.
3. Time Your Campaigns Around CNY (and Other Festivals)
Kuaishou's usage peaks during festivals. Plan your ad spend to spike before the festival (pre-CNY shopping) and maintain during the festival (content consumption).
4. Invest in Search Ads
With 400M+ users searching, Kuaishou's search ad inventory is underpriced. Bid on category keywords (e.g., "best skincare for dry skin") and ride the high-intent traffic.
5. Leverage the "Laotie" Trust Factor
Kuaishou users trust recommendations from creators they follow. Invest in long-term KOL partnerships rather than one-off sponsorships. Authenticity beats polish on Kuaishou.
6. Test in High-Growth Provinces
If you're expanding geographically, prioritize Guizhou, Sichuan, and Chongqing—these provinces show the fastest growth in consumer spending.
Bottom Line: Is Kuaishou Right for Your Brand?
After analyzing the demographics, here's our take:
- Yes, if you're targeting tiers 3-5 cities (lower-tier dominance).
- Yes, if your audience includes 18-23 or 50+ age groups (high conversion).
- Yes, if you're in fresh food, snacks, beauty, or digital products (high-TGI categories).
- Yes, if you value community trust over polished branding (authenticity wins).
- Maybe, if you're purely targeting tier-1 urban elites (Douyin might be better).
Kuaishou isn't trying to be Douyin—and that's its strength. In a crowded short-video market, it's carved out a niche of authentic community, lower-tier dominance, and festival-driven commerce.
In 2026, ignoring Kuaishou means ignoring 400 million users—and nearly 90 million festival shoppers. That's not a gap you want in your media plan.
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