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The national mood continues to dip; Aussies are thinking about holidaying here and abroad; and there are opportunities for brands when it comes to flowers, fine dining, food for your fur baby, and finance. 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: 4-7 February, 2022


Mood of the Nation



Purchase Consideration



Conversation Starters


Mood of the Nation

The national mood continues to dip, with feelings of frustration, annoyance and scepticism resurfacing. Net positive index continues to decline since the last Consumer Pulse held at the beginning of December when the Omicron variant first appeared in Australia. Over this period, COVID case numbers have risen, exceeding record highs from previous months.

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Dominant mood indicators

However, despite frustration, annoyance and scepticism rising, feelings of hope, calmness and optimism are prevailing, with close to half (48%) of Nine audiences saying they feel comfortable in public settings like shops, restaurants and public transport.

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Purchase consideration - time for a holiday!

With continued optimism, hope and comfort in public settings, we have seen the number of Australians planning to travel domestically or abroad spike again this month, with around 1 in 4 (27%) of Nine audiences planning a holiday in Australia in the last week, up 3 percentage points from the previous wave.

With borders opening up more widely, international travel is also up 3 percentage points from the last wave, and up 6 percentage points from the same time last year, the largest YoY growth from the full list of category items.

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Conversation Starters

There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month.

This Mother’s Day, spoil Mum with …

Buying gifts for Mother’s Day does not require much planning, with 1 in 4 (25%) of Nine’s audiences saying they start thinking about a gift a week before the day, and a further 1 in 5 (20%) starting a month before.

With respondents planning to spend a total of $600 on gifts for Mother's Day this year, how do you show mum she’s special? Around 1 in 3 (30%) are planning to buy flowers, and close to 1 in 4 (22%) are planning to dine out.


Brand consideration

Timing is critical, and the “one month prior” is the key window for brands to up the ante and look to cut-through.

Fine dining for fur babies

Two thirds of Nine audiences have prepared meals for their pet dog that are not store-bought, and close to 1 in 3 (28%) say they do so most of the time. It’s probably no surprise that 25% of dog owners surveyed would be open to a premium dog-meal subscription service.

Brand consideration

Versus traditional routes to consumer, think of other ways your brand can connect dog owners with meal options for their fur babies.


Scepticism around crypto

Despite the hype, cryptocurrency still has a long way to go in being widely accepted as a form of money. Only 5% of Nine audiences think cryptocurrency will go head to head with existing currencies in 2022, and only 4% intend to invest in cryptocurrency this year.


Brand consideration

For brands, there has never been a better time to connect with audiences about their finances, but when it comes to crypto there is a clear job to do around literacy, confidence and trust.

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