CONSUMER PULSE

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Federal Government efforts to listen to women’s voices falling on deaf ears. Domestic holidays remain at the top of the list. Financial investments increasingly on the radar. Find out what’s hot and what’s not in this issue of Nine's Consumer Pulse.

The Nine Consumer Pulse surveys on average 4,000 national respondents​ spanning Nine’s TV, digital, print and talk radio audiences. The bimonthly 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 - 15 March, 2021

Happy family having fun time together at home

Mood of the nation

 

Close-up of man walking with suitcase. He is going in departure lounge. Copy space in left side

Purchase pulse

 

Happy young woman swimming underwater in the tropical ocean

Conversation starters

 

Mood of the nation

Overall, the national mood is lifting again: hope, optimism and calm remain dominant emotions across the board. We have seen frustration dissipating, most likely due to fewer COVID community transmissions overall, while encouragement is lifting, no doubt fuelled by the vaccine roll-out.

Mood tracker: Net positive vs net negative mood

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Dominant mood indicators 

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The Federal Government’s response is lacking, and women are not happy.

Audiences, especially women, are resoundingly dissatisfied with the Federal Government’s efforts to listen to women’s voices and respond appropriately following the March4Justice protests. Gender divisions are apparent, with 67% of women dissatisfied with the Federal Government’s “tin ear” (versus 57% of men).

Digging deeper, we find 73% of female SMH readers saying the Liberal Party should employ quotas to ensure women are equally represented in parliament, whereas 44% of readers of The Age do not believe that the March4Justice protests will help to deliver significant change for women in Australia. There is clearly work to be done here.

March4Justice: Satisfaction that the Federal Government is listening to women's voices and responding appropriately. 

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Purchase pulse

Taking a domestic holiday remains at the top of the list when we are looking to ways to spend our hard-earned cash. In addition, given that we have been spending a lot more time in our homes, it’s probably not surprising to see increases in those actively researching and considering a range of home-based purchases and investments, including major home improvements, home entertainment tech, gardening, landscaping and plants, and with a significant uplift in finance investments.

Domestic Travel consideration continues to grow 

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Top 5 Purchase Considerations:

%

Australian holiday

%

Gardening items

%

Clothing

%

Finance Investments

%

Wine

Conversation starters

There is a real opportunity for brands to tap into the general positivity and (cautious) optimism being felt around Australia, especially when it comes to consumer purchases. Check out some of the other themes fuelling opinions and conversations this month:

Vaccines

There is broad agreement that vaccines are key to economic recovery. And despite reports of supply shortages and rare adverse effects, audiences are undeterred.

78% of Brisbane Times readers say that reports of rare allergic reactions to the AstraZeneca vaccine will have little or no effect on their likelihood to be vaccinated

75% of AFR readers think that Australia should not follow European countries’ use of the AstraZeneca vaccine.

home care doctor service, virus corona 19 vaccination

Brand consideration

With ongoing confusion around the vaccination roll-out, there is still a need for education to guide decision-making amongst Australians.

Climate change

94% of SMH readers agree that Sydney needs more tree cover to boost shade and counter the effects of a warming climate.

Brand consideration

With brands increasingly turning to focus on sustainability efforts and their eco-creds, how can they meaningfully get involved with community efforts to battle climate change?

Brown Coal Power Station, North Rhine-Westphalia, Germany, Europe

Travel intent

Overall travel intent has remained steady since January, and of those intending to travel, interstate travel intent has increased most (72%, up from 67% in January).

Three girlfriends planning their vacation sitting at table around map choosing the destination.

Brand consideration

With Easter just around the corner, and the increasing desire for Aussies to travel interstate, this could provide brands with an opportunity to promote last-minute deals for flights and hotels, as well as promoting things to do at destinations across Australia.

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