Month: October 2024

Consumer Pulse October 2024

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WHAT'S HOT AND WHAT'S NOT

October 2024

The national mood is on the decline; Australians are valuing health and enjoyment; destination and duration are key when booking a cruise; expedition activities and food/dining options on cruises lead enjoyment are all fueling opinions and conversations this month.

Girl (10-12) leaning on rail of cruise ship, parents in background

4-7 October, 2024

Inside this month’s Consumer Pulse dip

Young male candidate feeling pain in his head while being on a job interview in the office.

Mood of the Nation >

Mature African American couple, standing and leaning on railing on deck of a cruise ship, looking off into the distance.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined further, returning to the same levels experienced in March 2024, with a higher net negative mood. Australians are feeling more overwhelmed and pessimistic in the current times. Overall, net negative emotions are ahead of positive emotions.

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Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month. Feelings of being anxious, frustrated and stressed are the 4th, 5th and 6th most dominant moods.

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Australian Values

Health and security become top priority

Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security when compared to six months ago.  Wishes for national security, true friendship and a spiritual life saw increases compared to 6 months ago, while drops were seen in Nine’s audience looking for self discipline and self respect.

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Conversation Starters

Cruising priorities

Note destination as important when booking a cruise.

Destination and duration are of top importance when cruising

Among Nine’s audience, nearly 4 in 5 note the destination as important when booking a cruise, while 3 in 5 nominated the duration of the cruise. Duration rises particularly in prominence of importance among the 35-44 year old audience. 

The activities available and being family friendly also rise in importance among the 35-44 age group while the over 65s audience place added importance on the size of the cruise ship.

Couple relaxing and drinking wine on deck chairs in an over water bungalow. They are holding the wine glasses

BRAND CONSIDERATION

Targeted offers based on the specific values of each age group can create a more personalised experience. For example; family vacation packages and multi-generational experiences for the 35-44 year olds and luxury, relaxation, and larger ship experiences for the over 65s.

Favourite onboard activities

Enjoy sightseeing activities and food/dining options when being on a cruise ship. 

Cruising people enjoy a vast array of activities onboard 

Among Nine’s audience, the majority enjoy sightseeing activities and food/dining options when being on a cruise ship - with these rate as being the most enjoyed aspects for items across all age groups and genders.

Among other activities the female audience particularly enjoys watching live shows and spa/wellness offerings compared to males while the audience under-45 show higher enjoyment in the pools/poolside areas.

BRAND CONSIDERATION

Brands should consider offering packages or itineraries that allow guests to customize their experience based on their preferences. Such as wellness-focused cruises, adventure and sightseeing tours, or food and dining-themed voyages, to ensure broad appeal across these enjoyment categories.

Couple Playing Shuffleboard on Cruise Ship

Repeat customers

Intent to do another cruise in the future.

Nine’s audience with previous cruising experience intent to return

Among Nine’s audience that have been on a cruise in the past, 7 in 10 intend to do another cruise in the future with the majority of this group planning an international cruise.

Intent to cruise again is highest among those between the ages of 35-54.

Retired couple entering cruise ship after spending time at their stop

BRAND CONSIDERATION

With intent to return high for cruise people, brands should focus on nurturing customer loyalty. Offer exclusive repeat-customer benefits, such as early booking discounts, loyalty rewards, or exclusive onboard experiences for returning guests. Highlight these benefits in targeted communications to encourage repeat bookings.

September Data
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Consumer Pulse September 2024

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WHAT'S HOT AND WHAT'S NOT

September 2024

The national mood is on the decline; more Australians see AI as having a place in their life than those who don’t; people want to preserve traditions; and people find comfort and connection through stories of the past are all fueling opinions and conversations this month.

A senior citizen couple sitting on a couch with a little girl, looking at a photo album.

30 August- 2 September, 2024

Inside this month’s Consumer Pulse dip

Close up portrait of two young girls enjoying a watermelon. Female friends eating a watermelon slice and laughing together.

Mood of the Nation >

Two generations of Muslim girls are hugging while outdoors in a park.

CONVERSATION STARTERS >

Mood of the Nation

The national mood

The national mood has declined to the levels of May 2024, with a higher net negative mood. Australians are feeling more overwhelmed and unsure in the current times. Overall, net negative emotions are ahead of positive emotions.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with relaxed, calm, hopeful and optimistic topping the list this month. Feelings of being frustrated, stressed and anxious are the 5th, 6th and 7th most dominant moods.

NOTE: For the best viewing experience on mobile, please view landscape.

Cost of Living

More Australians are feeling the pinch

Less than half of Nine’s audience are feeling financially comfortable at the moment. This comes at the same time as one-third of Australians feel like they are “just managing”, and 19% are “feeling the pressure” when it comes to their personal finances.

Most are being affected by the rising cost of groceries (78%), utilities (73%) and insurance premiums (66%). The rise in petrol prices (47%) is affecting fewer people than this time last year, with 13% less Australians saying they are affected.

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Conversation Starters

AI's place in society

Agree that they see AI as having a place in their life, with 29% disagreeing.

More of Nine’s audience see AI as having a place in their life than those who do not

The under-45 audience feels most strongly that AI does have a place in their lives, with 1 in 2 agreeing and only 21% disagreeing with this statement. The over-65s are the most likely not to see AI as having a place in their life, with more of this audience disagreeing than agreeing.

Stock image showing a black man’s face looking into a computer screen in an open plan working office. Type is being added to the screen by an Artificial intelligence, AI, chatbot.

BRAND CONSIDERATION

With a significant portion of the younger audience open to AI, brands can confidently experiment with and promote tech-forward products and services in areas like finance, retail, or media. Testing AI-driven innovations, like chatbots or smart assistants, would likely meet a positive reception from this group.

Preserving Tradition

Agree that there are certain traditions and ways of life from the past worth preserving.

Nine’s audience feel there are certain traditions or ways of life from the past that are worth preserving

Among Nine’s audience, the majority (88%) agree that there are certain traditions and ways of life from the past worth preserving.

It is of note that this agreement is consistent across all age groups, with even 88% of those under-35s also holding this belief.

BRAND CONSIDERATION

Leveraging nostalgia in marketing can tap into this widespread sentiment. Whether it's through retro designs, classic brand messaging, or re-introducing beloved products from the past, brands can evoke positive emotions and shared memories, appealing to a wide demographic.

Kid playing video games

Sharing childhood stories

Agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.

Nine’s audience feel that sharing stories from their childhood or youth brings a sense of comfort and connection

Among Nine’s audience, 2 in 3 agree that sharing stories with others from their childhood or youth brings them a sense of comfort and connection.

It is of note that the under-45s in Nine’s audience are the most likely to strongly agree with this statement, while the over-65s were the least likely to disagree.

Grandfather and grandson are looking at a photo album in the park. The senior man showing little boy old pictures, reminiscing about his youth.

BRAND CONSIDERATION

Story-driven content invites the audience to reminisce, fostering a sense of community and belonging. This can be achieved through interviews, user-submitted stories or interactive elements.

August Data
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