Now, post-1980s consumers hold key to markets

Post-1980s consumers have become the backbone of China's consumption-driven economy, a study from Nielsen shows.

Some 210 million consumers in China constitute the post-1980s generation, accounting for 15 percent of the mainland's 1.37 billion consumers, more than any other age group, industry statistics shows. Their spending power continues to grow, driving consumption.

The report shows that the post-1980s generation have higher monthly income than those born in the '60s, '70s and '90s. About 36 percent of the post-'80s families have monthly income of over 10,000 yuan ($1,470), followed by post-'70s families (32 percent) and post-'90s (31 percent). Only 28 percent of post-'60s families have monthly income more than 10,000 yuan.