Age distribution of top influencer followers in China 2021, by app

Published by
Lai Lin Thomala,
Jun 23, 2023
Influencers on the video streaming service provider Bilibili catered to a relatively young user demographic. As of April 2021, over 80 percent of Bilibili's active users in China who followed top KOLs (Key Opinion Leaders) were below 24 years old. The largest share of active top-tier influencer followers on short-video platforms Douyin and Kuaishou fell in the range between 25 to 30 years.

Age share of active users following top key opinion leaders (KOLs) in China as of April 2021, by social media

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Release date

June 2021

Region

China

Survey time period

January to April 2021

Supplementary notes

KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.

Active users refer to those who browsed or followed the content published by targeted KOLs on the platform during the statistical period.

Top KOLs refer to influencers who ranked top 5 percent on the platform in terms of number of active users.

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Topics

Influencer/KOL marketing in ChinaSocial media in ChinaE-Commerce in ChinaLuxury marketing in ChinaShopping behavior in China
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