CONSUMER PULSE
The national mood is on an even keel; purchase consideration trends remain pretty consistent this month; and fighting germs, room styling and product transparency are fuelling opinions and conversations. Find out what’s hot and what’s not in this issue of Nine’s Consumer Pulse.
Consumer Pulse surveys over 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. The monthly survey canvasses the thoughts, purchasing 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: 5-9 August, 2022
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
The national mood is on an even keel this month, with net positive dipping slightly from the previous month. Fewer Australians are feeling calm, relaxed, and safe, citing concerns with the rising number of COVID-19 cases, the overall increased cost of living, and growing global tension from Russia and China.
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Dominant mood indicators
The top ten dominant moods are a mix of positive and negative emotions. Positive emotions such as hope, calm, optimism and relaxation continue to lead the pack, although we are seeing a slight lift in frustration this month.
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Purchase Consideration
About 1 in 4 (26%) of Nine’s audience are considering a domestic holiday this month, down 5 percentage points from the previous month after a spike during the July school holidays. Domestic holiday continues to be a top purchase consideration, behind clothing but ahead of an international holiday, gardening and landscaping, and wine.
Top 5 Major Purchase Consideration Categories
Clothing
A holiday in Australia
A holiday outside Australia
Gardening, Landscaping, Plants
Wine
Conversation Starters
There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month.
The constant fight to avoid germs
COVID-19 has spurred a fear of germs for many Australians that persists two years on. Since the start of COVID, around half (48%) of Nine’s audiences have become more concerned about germs, and expect to continue to use hand sanitiser and face masks in the next 12 months.
But when it comes to cleaning products, brand loyalty is not as important, with 54% admitting they will often switch brands to buy cleaning or hygiene products if there is a cheaper brand available or on sale.
Brand consideration
We have been primed to buy “on special”, so hygiene brands must look to find interesting ways to stand out with unique selling points to grab our attention.
Home styling and decorating
It’s no surprise that people are looking at ways to improve the spaces where they live, in and around the home.
Almost 1 in 5 (19%) of Nine’s audiences are planning to style their home in the next 12 months, and 72% would spend $200 or more to style a room. The majority (62%) turn to the internet for inspiration and decorating ideas, while 48% turn to magazines and 45% go in-store.
Brand consideration
When it comes to the inspiration piece, a strong presence in relevant aspirational digital and print channels is a must.
(Hint: we have these across our Publishing assets at Nine)
Product transparency: a must for brand trust
Product transparency is essential to Australians when making a purchasing decision, and 83% of Nine’s audiences agree that “product transparency is important to build brand trust”.
Brand consideration
With an increasingly savvy and smart shopper, don’t try and pull the wool over their eyes. Being fully transparent will reap rewards for your brand.
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