Douban's core user group is urban youth with a good education background, including white-collar workers and college students. They love life, and in addition to reading, watching movies, and listening to music, they are also active in Douban groups and small stations, where they have lively discussions about food, clothing, housing, transportation, and so on.

Douban Reading, Douban Music and Douban Movie are the representative products of Douban and the earliest products developed, which naturally become the world of literary youth. This biggest feature makes Internet users quickly distinguish Douban from Renren and Kaixin.

Douban is a semi-open, comment type of social networking site integrated with interests. Douban adheres to a simple and clean UI design, and compared to other sites, users will find that there are very few ads on Douban, and even most of the pages are ad-free.