CONSUMER PULSE
The national mood remains low; Aussies are in need of an escape; and there are opportunities for brands when it comes to property, sustainability and gender inequality. 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: 4-7 March, 2022
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
The national mood remains low, with feelings of anxiousness, fear, pessimism and being overwhelmed marking the largest increase from the previous wave. The last few weeks have presented many challenging and frightening events for Australians, from the devastating floods to Russia’s war with Ukraine and growing COVID-19 case numbers across the country.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. Anxiousness rose to the top, reaching the highs of mid-2020 when we were in the midst of lockdowns and uncertainty from the COVID-19 pandemic. However, feelings of hope, calm, frustration and optimism follow, proving that Australians are experiencing a whirlwind of emotions. Almost all (94%) said they are well aware of the anxieties that surround us, from the Australian bushfires to the pandemic and now the flood disaster, along with the war in Ukraine.
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Purchase consideration - Australian's are in need of a getaway
Needing an escape from it all, around 1 in 4 (26%) of Nine audiences are planning a holiday in Australia – it’s the top purchase consideration by most respondents over the past week.
Planning an overseas holiday ranked fourth behind purchasing clothing, and gardening/ landscaping, but it was the only purchase consideration item to see an increase, up 3 percentage points from last month and 11 percentage points on the same time last year. Probably not surprising with international travel restrictions being relaxed.
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Queensland, the place to visit
With holidaying within Australia a top purchase intent, Queensland came up on top as the most popular destination state for 1 in 5 (20%) Nine audiences. Tasmania ranked second (16%), followed by New South Wales (11%), on a par with Western Australia (11%) which only recently opened up its borders to travellers.
Conversation Starters
There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month.
Property market optimism as lockdown ends
Despite rising house prices and expected interest rate rises, around 1 in 3 (30%) Nine audiences feel optimistic about the Australian property market in the next 12 months and 17% feel optimistic about interest rates.
A further 1 in 6 Nine audiences (17%) are planning to buy a real estate property this year.
Brand consideration
With this renewed interest in property, think about how you can help Australians realise their home ownership dreams.
Rising petrol prices putting a strain on household budgets
With petrol prices at a record high, close to 2 in 3 (64%) Nine audiences have admitted this is putting a strain on their household budget. Although most are willing to accommodate for this rising cost, close to one-third (29%) are considering other modes of transport or feel they are being forced to buy a more fuel-efficient vehicle.
Brand consideration
With Australians thinking about ways to be more sustainable in their lives, electric vehicles could be the solution for many – think of ways to effectively keep your brand top of mind.
Misrepresentation of Australians in the media remains an issue
In light of International Women’s Day, gender inequality in the media remains a clear concern with a claimed misrepresentation amongst Nine’s audiences of various body types, age, and those with disability a concern for 2 in 5 (43%) respondents, along with race (34%) and sexual orientation (30%).
Brand consideration
Think about ways your brand can meaningfully embrace gender inequality through advertising to “hero” and promote women from all walks of life.
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