Abstract: Water footprint based on virtual water is a comprehensive index and gives a true reflection of the share of human consumption. It effectively measures human consumption of water resources. This paper investigated virtual water consumption structure by using water footprint, and estimated water efficiency through calculations of hydrology water scarcity index, social water scarcity index and water intensive use degree in cities and rural areas of Xinjiang from 1995 to 2007. The results indicated a 45.4% increase in total water footprint, rising from 108.95×10⁸ m³ in 1995 to 158.40×10⁸ m³ in 2007. The average diversity index of virtual water consumption in cities exceeded that in rural areas by 0.69 suggesting more reasonable virtual water consumption structure in cities. The increasing diversity index of consumption across different social groups indicated gradual diversification of citizen’s consumables and improvement in diet structure. There was an increase in water intensive use degree from 7.58 in 1995 to 22.22 in 2007. It indicated marked improvements in the development of water efficiency.