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The national mood continues on an even keel; a wardrobe revamp is on the cards; and fashion shopping, the gifting spend sweet spot, and how brands should best communicate during or after a natural disaster are hot topics of conversation. 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: 6-9 May, 2022

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Mood of the Nation


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Purchase Consideration


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Conversation Starters


Mood of the Nation

The national mood continues on an even keel. Trend lines for net positive mood have dipped slightly from the previous month. With COVID-19 infections in Australia continuing to rise, this has slipped off the national agenda in light of the increase in political conversations.

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Dominant mood indicators

The top ten dominant moods are a mix of positive and negative emotions, although positive moods are topping the list this month. Feelings of “hopefulness”, “calm”, “relaxation” and “optimism” have become the dominant mood indicators, although negative feelings such as “anxiousness”, “frustration”, “stress” and “scepticism” persist.

NOTE: For the best viewing experience on mobile, please view landscape.

Purchase Consideration - time for a wardrobe revamp

As we welcome a change in season, Nine audiences’ desire for a wardrobe revamp topped the list this month for purchase intent. This was followed closely by a desire for a getaway within Australia for around 1 in 3 Nine audiences. An additional 1 in 5 are planning an international holiday (22%) this month.

Top 5 Major Purchase Consideration Categories





A holiday in Australia


A holiday outside Australia


Gardening, Landscaping, Plants



Conversation Starters

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

Fashion shoppers prefer bricks to clicks

Despite a temporary spike in online shopping during lockdown last year, Nine audiences say they still prefer to shop in bricks-and-mortar stores.

Some 70% say they buy most of their clothes in shopping centres and department stores, compared to only 21% for online shopping. Additionally, 7% buy most of their clothes in secondhand stores and op shops.

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Brand consideration

With more people preferring to shop in-store, think of ways to reimagine the retail experience to give customers things that can’t be easily replicated online, and create tactile, engaging experiences to open their wallets.

How much would you spend on a birthday gift for that special someone?

Our latest poll results show that more than one-third (35%) of Nine audiences spend over $100 on a birthday present for a loved one.

Brand consideration

As well as thinking about “physical” gifts, also think outside the box and consider offering things to do, "experiences", that link to your brand and tap into this gifting spend sweet spot.


How brands should respond to disasters is like walking a tightrope

It’s often unclear how and when brands should best communicate during or after a natural disaster.

An overwhelming 81% of Nine audiences say they are only interested in hearing from brands if they can offer immediate assistance or alleviate current concerns. But equally, they appreciate a brand that communicates its support and empathy during and/or after a natural disaster.

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Brand consideration

Brands should think of ways they can get involved meaningfully and provide help, or think longer term about ways we can make our homes and communities more resilient to weather events before they happen. For example, Suncorp Resilience Road.

Want to know more?

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