June 2024

The national mood is on the decline this month as Australians feel the pinch. The desire for tertiary education and talk radio listening in many different areas are all fuelling opinions and conversations this month.

Woman wearing turban using laptop while sitting with friend in library

31 May - 3 June, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

The national mood continues to decline for the second consecutive month with a drop in people feeling optimistic and encouraged.

Overall, the top 10 emotions are an even mix of positive and negative.

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Dominant mood indicators

Despite the higher net negative emotions, the top 3 emotions are positive with feelings of being calm, relaxed and hopeful topping the list this month. Feelings of being anxious, stressed and frustrated remained high, in the 4th, 5th and 7th positions of most prominent emotions this month.

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Cost of Living

More Australians are feeling the pinch

Less than half of Nine’s audience are feeling financially comfortable at the moment. This comes at the same time as a third of Australians feel like they are "just managing", and 21% "feeling the pressure" when it comes to their personal finances.

Most are currently affected by the rising cost of groceries (81%), utilities (71%) and other goods and services (66%). The rising cost in insurance premiums (67%) has seen the largest year-on-year increase currently affecting most Australians.

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Conversation Starters

Need for Subscription

Of Nine's audience are cutting back on their spending due to the rising cost of living

Notwithstanding, 1 in 4 consider their subscription to ‘news’ a must-have expense, and 1 in 5 do for a subscription to pay-TV or streaming services.

Family watching tv in the living room at home


For subscription service providers, introducing flexible models such as lower-cost, ad-supported tiers or customisable plans can cater to those looking to cut back on spending without sacrificing access to your brand's content.

Rise of Podcasts

Of Nine's audience listen to podcasts

Among the Nine audience, 7 in 10 listen to podcasts, with one-third listening weekly or more often. 1 in 4 podcast listeners claim to be listening more often than a year ago. Similarly for streaming radio; 1 in 3 listen at least once a week and 1 in 5 are listening more often versus a year ago.

AM/FM radio and streaming music are the most popular, with around 1 in 2 listening a few times a week or daily.


With the rise of podcast and streaming listening, brands can enhance user experience by investing in a seamless and intuitive platform across app and website, making it easier for listeners to discover and engage with new content.

Woman listening to music, wear wireless white headphones, using mobile smart phone, chatting in social networks, sitting next to the window, houseplants on windowsill. Life at home. Time to relax.

spending HABITS

Of Nine's audience believe "you are never too old to set another goal"

Negative perceptions of ageing and the limitations that come with getting older are being challenged, with close to 9 in 10 of Nine audiences’ agreeing that “you are never too old to set another goal” and over 7 in 10 believing “my identity is not defined by my age” and “you are only as old as you think”.

Senior people on vacation, looking for direction


Brands should develop content that resonates and reflects the diverse interests and lifestyles of older audiences. The 'Super Consumers' are a prosperous target audience as they are engaged, loyal and have the disposable income to invest in products and services that enhance their quality of life.


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