CONSUMER PULSE
The national mood has seen a lift for the start of summer; cost of living is a rising concern for many; and must-have expenditures, superior products, and the Australian homeowner dream are fuelling opinions and conversations this month. 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: 2-5 December, 2022
Mood of the Nation
Purchase Considerations
Conversation Starters
Mood of the Nation
The national mood has seen a lift for the start of summer with feelings of ‘hope’ gaining the largest rise from the previous month. ‘Relaxation’ and ‘optimism’ also saw a rise, and along with ‘hope’ formed the top three dominant moods for this month. Overall, net positive pulled ahead of net negative with the festive season now in full swing.
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Dominant mood indicators
The top ten dominant moods remain an even mix of positive and negative emotions, although positive emotions have lifted while negative emotions such as ‘anxious’, ‘hesitant’ and ‘scepticism’ dropped from November.
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Cost of living - a rising concern for many
49% of Nine’s audiences feel financially comfortable with their personal finances at the moment, a decline from 55% for the previous quarter. Conversely, one-third now feel like they are just managing and close to 1 in 5 are feeling the cost of living pressures.
Conversation Starters
There is a real opportunity for brands to tap into some of the themes fuelling opinions and conversations this month.
Pets and subscriptions to news a ‘must have’ expenditure
Cost increases have been most felt through the rising price of groceries and utility bills, with 75% of Nine’s audiences reporting cost increases in their groceries and 70% in electricity and gas bills. The rise in interest rates and low wage growth are most notable compared to the previous quarter, and are now affecting around 1 in 3 of Nine’s audiences.
As a result, Australians have reduced their spending on a number of different products and services. Dining out has been the first to go, with 51% of Nine audiences having already reduced expenditure, followed by apparel and accessories (46%) and grocery items (38%). However, aside from necessary expenses such as groceries, petrol, utilities, insurance, internet and phone bills, spending on pets and pet accessories are a ‘must have’ for 31% of Nine’s audience, followed closely by their subscription to news (26%).
Brand consideration
As Australians reduce their spending with the rising cost of living, brands must consider how their goods and services can become ‘must haves’.
Australians are willing to pay more for quality and Australian made
Despite 77% of Nine’s audiences admitting the current cost of living has influenced how they spend their money, 82% are happy to pay more for quality and feel more confident in their purchases if they know they are getting a superior product or service. Additionally, 68% favour brands that are Australian made and owned even if they are more expensive.
Brand consideration
With consumers happy to pay more for superior products, driving a strong brand message around the quality of your brand, including Australian made products, is essential to ensure returning customers.
The Australian dream: not dead yet
Although the majority (71%) of Nine’s audiences believe future generations will have a harder time entering the property market compared to the current generation, 1 in 3 think the Australian dream of owning your own home is still achievable for young people.
Brand consideration
With renewed optimism in property buying, brands need to think about how they can help young Australians realise that their homeowner dreams are achievable.
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