---
title: "Nielsen: China Consumer Confidence Index for Q4 2018 Released, Post-90s Generation Becomes Main Consumer Force | Data Reading"
description: "On January 23, Nielsen released its China Consumer Confidence Index report for the fourth quarter of 2018, showing the index at 113 points, up 1 point from 112 in the previous quarter, indicating steady growth. National Bureau of Statistics data shows Q4 GDP growth of 6.4% and 2018 GDP growth of 6.6%, achieving the expected target of around 6.5%, laying a solid foundation for the rise in consumer confidence."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2019-01-24"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/OnEYVBxwMzHEHMqbXhDzrg"
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# Nielsen: China Consumer Confidence Index for Q4 2018 Released, Post-90s Generation Becomes Main Consumer Force | Data Reading

> On January 23, Nielsen released its China Consumer Confidence Index report for the fourth quarter of 2018, showing the index at 113 points, up 1 point from 112 in the previous quarter, indicating steady growth. National Bureau of Statistics data shows Q4 GDP growth of 6.4% and 2018 GDP growth of 6.6%, achieving the expected target of around 6.5%, laying a solid foundation for the rise in consumer confidence.

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On January 23, Nielsen released its China Consumer Confidence Index report for the fourth quarter of 2018. The report showed that the consumer confidence index for Q4 stood at 113 points, up 1 point from 112 in the previous quarter, achieving steady growth.
According to data from the National Bureau of Statistics, GDP grew 6.4% in Q4, and 2018 GDP grew 6.6% year-on-year, achieving the expected target of around 6.5%. The national economy remained within a reasonable range, with overall stability and steady progress. This laid a solid foundation for the rise in China's consumer confidence index.
Zhao Xinyu, President of Nielsen China, said: "Benefiting from the gradual implementation of new economic policies such as encouraging import and export trade and supporting private and small enterprises, China's economy achieved a transformation from high-speed growth to high-quality growth in 2018."
The Nielsen Consumer Confidence Index measures consumer attitudes towards employment prospects, personal finances, and spending intentions. A reading above 100 indicates positivity, while below 100 indicates negativity.
**Consumer Confidence Index Shows Steady Growth**
**Employment Expectations Lead the Rise**
Looking at 2018 as a whole, China's annual consumer confidence index was 113 points, up from 112 in 2017, maintaining a stable and improving trend. The Nielsen report showed that all three components of the index showed steady progress. Employment expectations jumped from 70 points in 2017 to 75 points; spending intentions rose to 60 points, up 3 points from 2017; personal finances remained flat at 69 points.
Meanwhile, consumer confidence indices across city tiers remained stable. Rural areas and third-tier cities saw slight increases, rising from 113 to 115 and 114 points respectively. First-tier cities stood at 110 points, second-tier at 113, and fourth-tier at 110.
"With the steady advancement of supply-side structural reform, the continuous optimization of the economic structure, the gradual growth of the new economy, and the smooth conversion of old and new growth drivers, China's economy has maintained a stable pattern and a progressive trend. In the coming period, China's consumer confidence index will continue to maintain a stable trend," said Zhao Xinyu.
Nielsen data showed that compared to the previous quarter, employment expectations rose from 73 to 74 points, becoming the leading factor. Personal finances and spending intentions remained stable at 67 and 58 points respectively.
By city tier, third- and fourth-tier cities led the growth, at 116 and 112 points respectively. Employment expectations were the main driver of their consumer confidence index growth. In third-tier cities, consumer employment expectations rose from 62 to 67 points, while in fourth-tier cities they jumped from 65 to 71 points.
By region, employment expectations performed notably in the north and west. In the north, employment expectations rose from 65 points in Q3 to 69 points, while in the west they surged from 61 to 68 points, both achieving significant growth.
"As the country continues to implement the employment-first strategy and more proactive employment policies, entrepreneurship drives employment, stabilizing economic expectations, enhancing business confidence and competitiveness, creating favorable conditions for the job market, and broadening employment channels. This has led to continuously improving consumer employment expectations," said Zhao Xinyu.
**The Rising Post-90s Generation Becomes the Main Consumer Force**
According to the China Internet Network Information Center (CNNIC), post-90s individuals account for 28% of Chinese netizens, ranking first among all age groups. Currently, the post-90s generation (born 1990-1999) has become the main consumer force in the internet era. Nielsen data showed that in terms of spending intentions, post-90s scored 63 points, higher than post-80s (60 points), post-70s (54 points), and post-60s (54 points).
Meanwhile, post-90s have a more open attitude and actively explore self-development. Labels such as "individual generation," "adventurers," and "slash youth" (people with multiple occupations and identities) are prominent among them. The Nielsen report showed that 60% of post-90s care more about "my ideas" than others' or society's norms; 22% changed jobs within the past year; and 66% of slash youth are post-90s.
However, there are still generational differences between post-90s (born 1990-1995) and post-95s (born 1995-1999). Nielsen research indicated that in terms of personal finances, post-90s are optimistic about future income, with 67% expecting "good" personal financial conditions in the next 12 months; post-95s, however, expressed concern, with 60% worried about income. In terms of spending intentions, post-90s have the highest, generally holding an optimistic consumption attitude, with 72% having "excellent" or "good" spending intentions; post-95s are more cautious, with 54% having "excellent" or "good" spending intentions. Additionally, post-90s have a strong sense of self-identity, with 36% forming their own judgments through research and analysis, and 35% adhering to values they believe are right; post-95s are still exploring, with 41% willing to trust authority figures and 49% willing to accept and tolerate different ideas and phenomena.
Zhao Xinyu believes: "Currently, the post-90s generation is gradually becoming the backbone of the consumer market. They are a generation deeply influenced by the internet, with a higher and stronger sensitivity to the digital economy. The digital economy, with the internet as its channel, is becoming the core driver of economic growth, thereby driving changes in consumption patterns and consumption upgrades."
**Post-90s and Post-95s Both Pursue Consumption Upgrades**
**But Their Shopping Behaviors Differ Greatly**
Post-90s and post-95s both pursue consumption upgrades, but their shopping behaviors are quite different. The Nielsen report showed that post-95s are avid technology consumers, with 24% and 23% increasing spending on personal digital products and phone bills respectively; post-90s are necessity consumers, with 38% increasing spending on clothing and 30% on daily necessities. Meanwhile, post-90s place more importance on quality and status, and are more willing to pay more for product attributes such as natural cultivation and celebrity endorsements; post-95s prefer niche and personalized products, and are more willing to pay more for products with personalized and handmade attributes.
The viewing behaviors of post-90s and post-95s also differ. Nielsen data showed that compared to post-90s, post-95s prefer short videos and audio, with 58% and 17% of post-95s enjoying short videos and audio respectively, both higher than post-90s' 50% and 11%; post-90s pay more attention to social news, while post-95s prefer entertainment programs.
Zhao Xinyu believes: "For the segmented post-90s consumers, brands should pay more attention to product quality and personalized customization needs. At the same time, based on the different viewing behaviors of post-90s and post-95s and their preferences for different social software, combined with product characteristics, brands can influence consumers through different social software to achieve precision marketing."
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