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Social insights on Kuaishou channel

How to Reach the Untapped Market on Douyin and Kuaishou

In recent years, social media usage and purchasing power of seniors have increased exponentially, yet little effort has been put into studying their needs and behavior changes … This is a missed opportunity for brands across many industries. 

Short Video: Seniors’ Favorite

80% of netizens over age 60 spend on average 1.5 hours each day browsing short videos [S]. Many retired seniors report experiencing common issues such as loss of vision and hearing capabilities. Short video, offering graphic motion and clear sound, is more entertaining and effortless for seniors to enjoy and kill time compared to plain text and images.

Douyin and Kuaishou are China’s two major short video players. 49.3% of senior viewers choose Douyin as their go-to video platform, while Kuaishou comes in a close second at 33.3% [S]. With both focused on live-streaming and e-commerce, “Dou Kuai” (Short for “Douyin and Kuaishou”) continue to grow and increasingly encroach on each other’s territory vying for viewers.

In 2020, percentage of senior users over 50 on is 3% on Douyin, and 4% on Kuaishou; the numbers in 2022 changed into 19% on Douyin and 23% on Kuaishou