CONSUMER PULSE
An overall calmer mood of the nation.
More Australians planning interstate holidays, big shifts in spend on clothing, and the time to rebuild Australia is now. Find out what’s hot and what’s not in this issue of Nine's Consumer Pulse.
The Nine Consumer Pulse surveys over 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. The fortnightly survey canvasses the thoughts, purchase intentions and mood of the nation, to better inform and educate marketers on how they can reach and engage Australian audiences.
Inside this month's Consumer Pulse dip - 26 April, 2021
Mood of the nation
Purchase pulse
Conversation starters
Mood of the nation
The national mood is on an even keel, and calmer overall. Trendlines for net positive mood versus net negative mood indicate that the national mood is holding steady. As mass vaccinations start to roll out nationally, and travel bubbles start opening up, levels of “calm” and “relaxation” are rising and becoming the dominant mood indicators, over the previously buoyant levels of “hope” and “optimism”.
However, we are seeing “frustration” levels continue to fluctuate and they have risen slightly again – very reactive and one to keep an eye on, especially with everything going on in the world right now.
Mood tracker: Net positive vs net negative mood
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Dominant mood indicators
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Consumer confidence is returning
Across Nine’s audiences, signs of consumer confidence are returning. Compared to September last year, they are less likely to be holding off on purchases or cutting back on spending, and more likely to think their financial situation will improve in the next quarter.
Consumer confidence indicators across Nine's audiences
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Purchase pulse
In the last month, Nine’s audiences were actively researching and considering purchases across a number of categories. With more Australians planning interstate holidays, it’s probably no surprise that domestic travel still tops the list (at 34%) when thinking about where to spend our money. The other category seeing a big shift is within retail, specifically Clothing (up +7%). Along with the change in season, maybe a sign we are looking to get out and shop, and update and refresh our wardrobes.
Domestic Travel consideration continues to grow
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Top 5 Purchase Considerations:
Australian holiday
Clothing
Gardening items
Finance Investments
Wine
Conversation starters
There is a real opportunity for brands to tap into the general positivity and (cautious) optimism being felt around Australia, especially when it comes to consumer purchases. Check out some of the other themes fuelling opinions and conversations this month:
Rebuilding Australia
51% of AFR readers think the Federal Government’s priority for the May 11 Budget should be stimulating the economy.
Brand consideration
brands have a great opportunity to capitalise on rising consumer confidence and a collective interest in economic growth.
Climate Change - It's a hot topic
65% of AFR readers think the Federal Government should set a target of net-zero emissions by 2050, despite PM Scott Morrison evading commitments at US President Joe Biden’s climate summit.
Brand consideration
How can brands and businesses demonstrate their leadership in climate change and channel the growing people-power movement, given the growing disillusionment with Federal Government initiatives?
The Grocery Shop
Only 14% of SMH readers do their grocery shopping online.
Brand consideration
With audiences feeling more confident at the shops and supermarkets, the opportunity for brands is how to enhance the grocery experience to help convert at the point of purchase. Conversely, there is an opportunity to entice people into buying their groceries online and talk to the benefits here.
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