CONSUMER PULSE
Overall the national mood is positive; consumer spending remains strong with many off on holiday locally; and savvy online shoppers and culture vultures 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: 1-4 July, 2022
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
The national mood remains positive overall, although net positive has slightly declined with feelings of encouragement, relief, hopefulness and optimism down from the previous month. The unseasonably cold winter and the rise in inflation may be putting a slight dampener on our mood.
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Dominant mood indicators
The top ten dominant moods are mostly made up of positive emotions with hope, calm, optimism and relaxation leading the pack, although we are seeing a slight lift in frustration and stress this month, again possibly related to the current cost of living.
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Purchase Consideration remains strong
This month we saw a rise in the number of Australians planning to travel domestically with the commencement of the school holidays. Nine’s audiences considering a domestic holiday rose by 3 percentage points to 30%. The Top 5 categories for major purchase consideration remain the same this month although domestic travel jumped up to first place.
Top 5 Major Purchase Consideration Categories
A holiday in Australia
Clothing
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.
Culture vultures look further afield
Around one-third of SMH readers (38%) do not visit the Sydney CBD for entertainment and cultural purposes. It would appear COVID-19 has accelerated the decentralisation trend, with some Sydneysiders opting for local alternatives instead.
Brand consideration
If this is an area your brand is focused on to engage audiences, look to options off the beaten track to connect.
How COVID-19 changed the way we shop
Despite most Australians living freely since lockdown restrictions ended eight or more months ago, almost half (47%) of Nine’s audiences say they are shopping online more now than before COVID-19, while 2 in 5 (40%) are making fewer trips to the shops, stocking up on goods instead. Around 1 in 3 (31%) are making purchases that reflect a greater focus on their health and wellbeing.
Brand consideration
For brands, this shift in purchase behaviour is here to stay – being found easily online, along with making it a quality and seamless experience, is critical for future success.
Rising cost of living leading to savvy shoppers
Some 44% of Nine’s audiences admit to being savvy with shopping and switching to cheaper brands. This rises to almost half (48%) among those aged 25-54 and increases further among those aged 18-34 (60%). However, purchasing sustainable goods and services, and favouring brands that are Australian-made and owned, takes precedence over shopping savvy with around 2 in 3 of these savvy consumers.
Brand consideration
A great opportunity for brands to communicate to savvier shoppers around the value exchange of their products and services and tap into these new shopping mindsets.
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