Because I love this word. I don’t know why, I just do.
I’ve never actually heard the word used here in the States. I do wonder though, if it’s used across the the pond.
I think it is still in general use in the UK, possibly also Ireland and Australia.
I believe it’s spelled “cheeky”?
I do. Anybody that does something stupid in front of me in traffic without actually putting me in danger is automatically a “cheeky bastard”.
We certainly do still use it over the pond 
As in ‘Don’t be so cheeky!’
Or; ‘Oi! Cheeky!’
'Tis a pleasant rebuke or grudging endearment.
I like it too.
Barman
You’re right about the spelling. No idea why I did that.
I often use it to describe monkeys.
+1
Or Kim Kardashian.
I’ve heard it in the states, but it’s a been a while (unless you count the monkeys mentioned above). Someone said it when I was being a smart alec.
Which is another term I wonder if people use anymore. I more often hear “smartass.” I guess that makes sense, considering the origin is an actual guy named Alec, a conman from a long time ago.
Mischievous littlies are ‘cheeky monkeys’.
My husband, doing something he knows he shouldn’t do to push my buttons, but not anything seriously bad (for example, taking a piece of cheese from the pile I have cut up for cooking with, rather than cut a bit from the block) is a ‘cheeky bastard’.
Australia
That’s what I call my dog! She came to me with the name “Chica” which I couldn’t quite bring myself to use, hence or thence: Cheeky!
I probably use it daily, but then I do have a toddler.
And a boyfriend.
I’m probably the only person on Earth who does this, but I’ve started calling chickadees “cheeky garglers” because they’re cheeky both in attitude and in having cheeks. Doesn’t exactly roll off the tongue, though.
If you mean “cheeky”, yes, I do use the word. I like the word. I enjoy feeling cheeky myself. I wrote a piano piece and I wrote into the piece that it’s to be peformed in a cheeky manner.
Its used quite lot in prison to describe someone who is constantly tapping other prisoners for items, especially when they have no intention of repaying. It is not usually a good thing to be described as cheeky in prison.