Gen Z Parents on the Rise: The New Driving Force of Family Consumption in China

In 2025, China’s households with children aged 0–18 are not only raising children, they are raising the standards, expectations, and volume of digital consumption across the country.

The monthly active user (MAU) scale for this group has climbed to an impressive 362 million as of March 2025, up 2.8% year-on-year. Meanwhile, their average monthly usage time has surged to 190.1 hours, a 4.8% increase from 2024 — indicating deeper and more embedded digital engagement in daily life.These aren’t just any users. These are digitally literate, emotionally invested, and behaviourally distinct family consumers with the Z-generation parents (born post-1995) leading the way. This article is based on insights from QuestMobile, published in March 2025.

The Rise of Z-Parents: Young, Engaged, and Influential

A striking demographic shift is underway. As of 2025, post-90s parents make up 46% of the total family user base, surpassing post-80s parents (43.3%). Combined with post-00s (Gen Z) parents, this younger cohort now comprises 52.3% of all households with children, making them the dominant force in the segment. Z-generation parents are also always online. Over 54% remain digitally active even past midnight, far exceeding the general population and illustrating how their parenting routines often extend into late-night hours, are deeply interwoven with mobile and content consumption.

More than just caretakers, these parents are cultural curators and digital tastemakers. Their top interest areas skew heavily towards KOL content, short videos, fashion, music, and social sharing — lifestyle categories where they outperform the broader family demographic by 11.8% to 14.3%. This signals a generation of parents who are not only reshaping how families consume, but also how trends are formed, products are discovered, and digital influence spreads.

The Family Commerce Ecosystem: Dominated by Scenarios, Powered by Apps

Z-parents are not just casual browsers; they are mobile-first, mission-driven buyers. Their strongest presence is seen on major shopping platforms such as Taobao (30.5 million family users), Pinduoduo (21.5 million), and JD.com (20.2 million). However, it is not only about user scale. The level of engagement is equally important. Platforms like Xianyu (for second-hand trading) and Hema (for fresh grocery e-commerce) report TGI scores above 180 among Z-parents, reflecting their strong preference for scenario-based and quality-focused consumption.

These shopping behaviours mark a clear shift from bulk-buying or routine restocking toward experiences that are value-added, emotionally meaningful, and time-efficient. Whether it is upgrading food choices, discovering parenting tips, or exploring KOL-curated deals, Z-parents are leading the way in China’s growing trend of pragmatic yet premium consumption.

Short Video, Real-Time Messaging and the KOL Engine

Content consumption remains central to the Z-parent lifestyle. Between 2024 and 2025, time spent on short video platforms like Douyin and Kuaishou increased to 24.5% of total app time, while online video remained steady at over 8%. Notably, time spent on community social platforms (e.g., Xiaohongshu) rose, reflecting their growing influence in parenting decisions, product discovery, and peer advice.

In terms of total time spent on individual apps, WeChat leads at 18.2%, followed by Douyin (16.9%), and Xiaohongshu (4.2%). This highlights the centrality of trusted, integrated digital ecosystems in the daily routines of young parents. These platforms also serve as the primary discovery zones for KOL marketing, product reviews, and shopping recommendations. Brands that invest in micro-influencers with high credibility in the parenting and lifestyle verticals can unlock exceptional returns.

Scenario Marketing: From Online Classrooms to Offline Road Trips

Family households are now fuelling growth across education, travel, e-commerce, and automotive sectors. For instance:

• In travel, study tours and family trips are booming. Museums and universities report seasonal peaks in WeChat mini-programme reservations during school holidays.

• In fresh food e-commerce, Hema (+33.6% YoY) and Sam’s Club (+54.2%) have become family favourites, signifying a shift from basic necessities to health-conscious consumption.

• In early childhood education, apps such as BabyBus, Erge Duoduo (Children’s Songs Duoduo), and iQIYI Qibabu have attracted millions of active users, highlighting parents’ growing preference for gamified, edutainment-driven learning tools.

Conclusion: Families First in the Digital Economy

In 2025, China’s family households are not merely consumers — they are decision-makers, content creators, and tech-integrated lifestyle designers. With Z-generation parents setting the pace, these households are redefining how value, quality, and experience converge online. For brands, this is a generational opportunity.

To engage China’s modern families, relevance is key. Connect with us now to position your brand at the heart of this transformation.