An overall positive mood of the nation.
Shifting attitudes to COVID vaccines, but with health on everyone’s mind. Find out what’s hot and what’s not in this issue of Nine's Consumer Pulse.

The Nine Consumer Pulse surveys over 2,000 national respondents​ spanning Nine’s TV, digital, print and talk radio audiences. The fortnightly 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 dip: 11-14 June, 2021


Mood of the nation



Purchase pulse



Conversation starters


Mood of the nation

The national mood is still positive overall, although it has been dented by the latest wave of COVID cases and lockdown in Victoria.

The key indicators of hope, optimism and calm are down slightly, annoyance and frustration are up, and this is particularly true in Victoria where 45% of The Age readers think the latest lockdown was not justified.

Mood tracker: Net positive vs net negative mood

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Dominant mood indicators 

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Vaccine hesitancy and frustrations

Our tracker shows shifting attitudes to COVID vaccines since February this year, with audiences feeling more knowledgeable about them, but slightly less confident that the vaccines are the best way to get life going again.

Vaccine confidence and knowledge

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Across Nine’s audiences, 86% of Sydney Morning Herald readers think anyone who wants a COVID-19 vaccine should be able to receive one now, and 86% of Australian Financial Review readers think COVID-19 vaccinations should be mandatory for all aged care workers nationally, which is in line with WA.

A national survey on reasons for vaccine hesitancy conducted by The Sydney Morning Herald and The Age suggests nervousness about the side effects for my age group, a “wait and see” mentality and a lack of urgency are the leading reasons for Australians holding back from vaccination.

Purchase pulse: Health and Wellbeing a hot topic

Between the pandemic and an ongoing focus on health, hygiene, physical and mental wellbeing, it seems health is on everyone’s minds.

Our Purchase Pulse tracker shows consideration for health-related purchases has been gradually increasing for some months.

Health related

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Audiences also spontaneously mention health as a key priority in the next six months – a sentiment that reaches across age groups.

Drawing on the work with their COVID-19 Global Barometer, Kantar have identified health as an ongoing megatrend in the APAC region as COVID continues to amplify awareness around health and wellbeing. Key opportunities for brands include:

  1. Continue to talk about hygiene as a minimum standard
  2. Position products or experiences that offer safety and protection to help consumers feel less vulnerable, more empowered
  3. Promote products or experiences that build long-term physical resilience – for example, through healthier eating, vitamins and supplements, and physical exercise
  4. Continue to show empathy with the ongoing situation
  5. Help with mental wellbeing and mood management

Source: Kantar, Navigating the COVID wave to seize opportunities: What’s Next? May 2021

Conversation starters

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

Dine and Discover 

31% of SMH readers have yet to use their NSW Dine and Discover vouchers


Brand consideration

Look for innovative ways to get noticed, whether it be for eating in or experiencing new (and old) things in their state.

Find your work flex

83% of 9Nation viewers think working parents should be allowed access to flexible working arrangements to help them care for children during school holidays.

Brand consideration

A great opportunity for brands to think about ways they can help make working parents lives better, e.g. ways to entertain the kids over the holidays, etc.


Life is defined by the decisions you make 

32% of AFR readers say they haven’t fixed their mortgage at a low rate, despite economists warning that a period of ultra-low, longer-term fixed rate mortgages is coming to an end.


Brand consideration

We have become aware of our lack of literacy when it comes to financial matters. We feel exposed, but we’re ready to learn. Brands can help to build our confidence with money.

Want to know more?

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