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WHAT'S HOT AND WHAT'S NOT

May 2024

The national mood is on the decline and clothing is the top purchase consideration for the month. The importance of coverage and price when choosing telcos, and providing regular schedules for activities are all fuelling opinions and conversations this month.

Young Asian woman standing outside a boutique looking at window display while shopping in shopping mall. Window shopping. Sale season

3-6 May, 2024

Inside this month’s Consumer Pulse dip

Mood of the Nation

The national mood

The national mood has dipped in May 2024 back to a higher net negative mood. Australians are feeling more annoyed and frustrated in the current times. Overall, net negative emotions are ahead of positive emotions.

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Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions. 4 of the top 5 feelings are positive with feelings of calm, relaxed, hope and optimism up the list this month. Feelings of being frustrated, anxious, stressed, annoyed and overwhelmed are the 3rd, 6th, 7th, 9th and 10th most dominant moods this month.

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Australian values

Purchase consideration

Clothing is the top purchase consideration for the month (29%) followed by an international holiday (27%), a domestic holiday (20%), gardening (19%) and health-related items (17%). Clothing saw the largest increase since February 2024 among the categories (up 7 percentage points). Overall, purchase consideration across all major purchasing categories is up 3 percentage points from last quarter.

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Conversation starters

Coverage and Price

Of Nine's audience place high importance on coverage and price when choosing telco providers

Nine’s audience place high importance on coverage and price when choosing telco providers.

Among Nine’s audience, over 4 in 5 note the level of coverage and price as being in the three most important items when choosing a telco service.

Nine’s audience under the age of 45 put added importance on data speeds and the duration of a contract/terms, while those over-55 place added importance on privacy and customer service/support.

Young happy couple reached a successful agreement with their insurance agent on a meeting in the office. Focus is on woman.

BRAND CONSIDERATION

For telco providers, placing emphasis on your brands competitive advantage on coverage and price through tailored messaging will in turn strengthen brand recall and trust with your audience.

Perks and Loyalty Programs

Of the under-45s in Nine’s audience note they would like to see more perks being made available by their telco providers

Nine’s audience want perks from their telco providers, but need more information on what perks/loyalty programs are on offer.

7 in 10 of Nine’s audience under the age of 45 note they would like to see more perks being made available by their telco providers, however only 2 in 5 note being aware of what is offered by their telco provider.

Added awareness of perks/loyalty programs would be valuable to this audience.

BRAND CONSIDERATION

To cater to the high demand for added benefits, telco providers should clearly communicate their perks/loyalty programs. Simple and easy-to-understand messaging is particularly beneficial for the under-45s in Nine's audience.

Business man, happy fist and phone notification email with exciting and good news about work deal. Urban corporate person with happiness, surprise and satisfaction with success for career promotion.

Scheduled activities

Of Nine's audience will have specific days of the week they choose to engage in grocery shopping

Among activities Nine’s audience are most likely to plan specific days for: exercise, grocery shopping and appointment scheduling.

When it comes to grocery shopping, 3 in 4 of Nine’s audience will have specific days of the week they plan to do it, with Saturdays the most popular day.

When to exercise is evenly split among the weekdays with different members of the audience planning a range of specific days they wish to exercise.

Scheduling appointments is most commonly a Monday task among Nine’s audience, with Tuesdays and Fridays tied as the second most popular option.

Young Asian father and her little daughter grocery shopping in supermarket. They are choosing fresh organic bell peppers together along the produce aisle. Fruits and vegetables shopping. Routine grocery shopping. Going green and healthy eating lifestyle

BRAND CONSIDERATION

Brands will need to consider the timing of their marketing efforts that will impact their audience's purchasing decision. A marketing schedule tailored to each stage of the buyer's journey can ensure the brand marketing mix reaches at the opportune moment.

GET IN TOUCH

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