CONSUMER PULSE
NSW residents among Australia’s most optimistic, Australians on the hunt for domestic escapes, home gardening remains hot property. Find out what’s hot and what’s not in this month’s Nine Nation Consumer Pulse.
The Nine Nation Consumer Pulse surveys on average 3,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. The bimonthly 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 - February, 2021
Mood of the nation
Purchase pulse
Conversation starters
Mood of the nation
Overall the mood is still positive – hope, optimism and calm remain dominant emotions across the board, but frustration has been trending up sharply since November amid renewed COVID outbreaks in early 2021 and uncertainty following recent border closures.
Mood tracker: Net positive vs net negative mood
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Dominant mood indicators
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Government trust and consumer attitudes towards authority remain fragmented across the country, with Victorians most critical of their state government’s response to the lockdown early in February, despite 68% of The Age readers agreeing it was necessary. Similar frustrations are also felt among West Australians amid harsh border closures. Meanwhile those in NSW remain happiest, and Queenslanders’ sentiment is on the rise.
State Government response - Handling well
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Purchase pulse
Domestic travel consideration is at the top of the list when it comes to opening consumer wallets, a theme that is on the rise across all of Nine’s audiences. In fact, 28% are actively considering purchases within this category, which soars to a whopping 37% among AFR readers, providing those within the luxury travel category with a renewed opportunity to secure premium travel dollars.
Domestic Travel consideration continues to grow
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This Month’s Top 5 Purchase Considerations:
Australian holiday
Gardening items
Clothing
Wine
Finance investments
Conversation starters
There is a real opportunity for brands to tap into the general positivity and optimism being felt around Australia, especially when it comes to holidaying here at home. Check out some of the other themes fuelling opinions and conversations this month:
Vaccinations
81% of AFR readers say they will look to be vaccinated this year.
But 26% have reservations about potential side effects. And 26% of TV audiences agreed they have very little information about the COVID-19 vaccinations, but only 14% have concerns about safety.
Brand consideration
There is a growing need for fact-based messaging from government bodies and relevant brands to focus on the credibility behind the COVID vaccine rollout and provide consumers with the facts for reassurance.
Easter
59% of Nine’s TV audience believe March is the best month to promote Easter products, followed by 20% in February.
Brand consideration
Explore laying the foundations in February with brand-building creative, before going heavy with retail messaging in March when consumer appetite for Easter is at a high.
School lunches
37% of Nine’s TV audience believe school lunch programs should be rolled out nationally to combat childhood obesity.
Brand consideration
An opportunity exists for food-based brands to pivot their message to highlight the health and wellness benefits of products within the school lunch category.
Online shopping
57% of SMH/The Age readers have purchased items online in the last three months which they had previously purchased in-store.
Brand consideration
The move online doesn’t need to mean abandoning bricks and mortar stores altogether. Think of ways online can be used to entice consumers back in-store with exclusive offers and unique product experiences.
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