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Overall the national mood is lifting again; despite the rising cost of living, consumer spending remains strong; and where people are spending it is fuelling conversations this month around travel, health and wellbeing. 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: 3-6 June, 2022


Mood of the Nation



Purchase Consideration



Conversation Starters


Mood of the Nation

Despite rising interest rates and the overall cost of living, generally the national mood is lifting again. Feelings of hope, optimism and calm have seen a lift and remain dominant emotions across the board. Additionally, we have seen frustration and scepticism dissipating.

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Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions, although positive moods are now dominating the list this month. In addition to hope, optimism, calm and relaxation, this month we see encouragement and relief with the largest increases from May.

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Purchase Consideration remains strong

Despite the rising cost of living, consumer spending remains strong. Close to one-third of Nine’s audiences have considered purchasing clothing in the past week, and when it comes to travel, around 1 in 4 are planning a domestic holiday (27%) or an international holiday (23%).

Planning an international holiday rises to over one-third (36%) among AFR readers, along with their high intention to invest (39%).

Top 5 Major Purchase Consideration Categories





A holiday in Australia


A holiday outside Australia


Gardening, Landscaping, Plants



Conversation Starters

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

The future looks bright for travel

Over 3 in 4 (76%) of Nine’s audiences are planning to travel in the next 12 months, 45% domestically and 18% planning an international trip. The remaining 36% are planning to do both in the next 12 months.

Close to half (46%) of travellers are planning to travel with their partner, followed by 1 in 5 (21%) planning to travel with their family (couple with kids) or alone. Around 1 in 3 (32%) are planning to spend $2,000-$5,000 overall on their next trip.


Brand consideration

The clear intention to travel (whether domestically, internationally or both) offers brands a great opportunity to turn this desire into action. The travel industry needs to lead.

Let's get physical!

Some 71% of Nine’s audiences say they intend to lead a more healthy lifestyle this year and over half (53%) are most interested in physical fitness, followed by nutrition (43%) and mental health (42%).

Over 1 in 4 (28%) of Nine’s audiences have purchased health or wellbeing products in the past four weeks, with around 1 in 5 (22%) spending $100 or more in an average month. The internet is the most popular source for health and wellbeing advice and inspiration.

Brand consideration

With physical fitness the clear leader when it comes to health and wellbeing, brands, from apparel to apps and everything in between, should ride the wave of this trend.


The Sydney Morning Herald readers unaffected by interest rate hikes

The recent interest rate rises will not necessarily have an impact on many Australians’ spending habits. Just on three-quarters (74%) of SMH readers say higher interest rates will not have an impact on their lifestyle.


Brand consideration

The more positive overall mood amongst Australians is great news for many brands – a good time to take advantage of this positive mindset, and ultimately open wallets.

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