CONSUMER PULSE
The national mood is (unsurprisingly) low; health-related purchases trending up; and vaccine passports the key to a return to domestic travel. 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 fortnightly 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: 6-9 August, 2021
Mood of the nation
Purchase pulse
Conversation starters
Mood of the nation
It’s probably no surprise that the national mood is low, as the country is in a state of flux with the various levels of restrictions and lockdowns, and the continuing challenges faced with the vaccination rollout nationally.
Mood tracker: Net positive vs net negative mood
NOTE: For the best viewing experience on mobile, please view landscape.
Dominant mood indicators
We are seeing frustration and annoyance high, but on the flipside hopefulness and calm also present.
Dominant emotions: last 10 waves
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Moments of light: the simple things
As we’ve seen in previous lockdowns, audiences return their focus to the simple things and the things that really matter. They are finding slices of joy in their connections with family and friends, pets, sunshine, nature, cooking and food, exercise and sport, hobbies and projects – and of course the Olympics. Vaccination was also a cause for celebration for some.
Purchase pulse
In the last month, Nine’s audiences were actively researching and considering purchases across a number of categories. Between the pandemic and an ongoing focus on our physical and mental health, we have seen consideration of health-related purchases trending up.
And while home-based purchasing has returned, we are also seeing audiences continuing to dream about travel, although this is significantly down from the highs earlier in the year. A sign of the times as we wait for our domestic and international borders to open up Australia, both at home and further afield.
Top 5 Purchase Considerations:
are considering clothing purchases
are considering gardening or landscaping purchases
are considering wine purchases
are considering domestic travel – higher for Financial Review readers (27%)
are considering health-related purchases
Conversation starters
There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month:
Snap, snack lockdown
Comfort foods have really come into their own, with 22% favouring French onion dip and 18% savouring guacamole.
Brand consideration
With Australians hungry for snacks, there’s never been a better time to trial new products.
Exercise at home
1 in 10 Financial Review reader is considering purchasing gym or exercise equipment.
Brand consideration
Given the current captive at-home audience, brands need to think of creative ways to get on their radar (maybe to work off all those snacks?).
Vaccine passports
86% of SMH readers are in favour of vaccine passports for domestic travel, as hope of travel remains.
Brand consideration
The “new normal” of travel planning means there are some parts that feel like homework. Think of ways to ease that process, add value to the experience, and help guide and excite travellers.
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