CONSUMER PULSE
The national mood continues to decline; more Australians are feeling the pinch; and cost-cutting, international and domestic travel, and Father’s Day gift planning 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: 2-5 June, 2023
Mood of the Nation
Cost of Living
Conversation Starters
Mood of the Nation
The national mood continues to decline for the second consecutive month. Rising cost of living pressures are leaving Australians feeling less hopeful and secure compared to the previous month and the same time last year. Overall, net negative emotions are on par with net positive for the first time this year.
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Dominant mood indicators
The top ten dominant moods consist of a mix of both positive and negative emotions. Feelings of relaxed, calm and hope, along with anxiety and stress, top the list this month.
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Cost of Living: More Australians are feeling the pinch
Less than half of Nine’s audiences are feeling financially comfortable at the moment; consecutively down from the previous three quarters. Conversely, one in three feel like they are just managing, while one in five are feeling the pressure.
Most are currently affected by the rising cost of groceries (78%) and utilities (73%), although the rise in interest rates has seen the largest increase compared to the nine months prior.
Conversation Starters
There is a real opportunity for brands to tap into some of the themes fuelling opinions and conversations this month.
How consumers are cutting spending
Dining out is the most common cost-cutting target (55%) followed by spending less on clothing (50%). Around one in four are planning to stop subscriptions to streaming services in the next three months.
However, one in four consumers equally say their subscriptions to streaming services, along with subscriptions to news and holidays, are “must have” expenses.
Brand consideration
How can your brand position itself as a “must have” when consumers are cutting back on spending.
Fifty-seven per cent of Nine's audiences are planning to travel within the next 12 months
Close to 6 in 10 of Nine’s audiences plan to travel within the next 12 months, split evenly between international or domestic destinations. Around half plan to travel with their partner while one in five plan to travel with their family. The majority (58%) expect to spend the same amount as they typically spend on a holiday, although one in five are planning to spend more.
Brand consideration
With travel top of mind for consumers, consider how your brand can fulfill this in a unique way to stay relevant in the market.
Father's Day gift planning starts a month in advance
Of Nine's audiences, 7 in 10 celebrate Father's Day and close to half normally start thinking about buying a gift for Father's Day a month in advance. Twenty-eight per cent of dads admit to having purchased their own gift or given hints for their own Father's Day gift in the past.
Brand consideration
It is essential to have a strong brand message for Father’s Day over the next month.
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