CONSUMER PULSE
The national mood has taken a slight dip this month; consumer confidence remains stable compared to the previous quarter; and the buzz for EOFY sales, content fatigue among young Australians and positive brand messages are fuelling opinions and conversations this month. 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: 5-8 May, 2023
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
The national mood has taken a slight dip this month as the cold snap brings a case of the winter blues. Nine audiences are feeling less connected, relaxed, hopeful, optimistic, and more isolated when compared to the previous month. But overall, net positive emotions remain ahead of net negative for May.
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Dominant mood indicators
The top ten dominant moods continue to be led by mostly positive emotions with calm, hope, relaxed and optimistic topping the list.
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Purchase Consideration
Consumer confidence remains stable compared to the previous quarter (February 2023 survey).
Around one in four of Nine’s audiences have considered purchasing clothing (28%), an international holiday (25%) or a domestic holiday (23%) in the past month. Clothing has seen the largest increase (+4pp) from the previous quarter.
Top 5 Major Purchase Consideration Categories - As of 8th May 2023
Clothing
International Holiday
Domestic Holiday
Gardening, Landscaping, Plants
Conversation Starters
There is a real opportunity for brands to tap into some of the themes fuelling opinions and conversations this month.
Let the EOFY sale ‘buzz’ begin
As we approach the end of the financial year, the buzz for EOFY sales is beginning to build. Over half of Nine’s audiences admit to seeking out sales and have purchased a product in an EOFY sale before. The most popular products purchased include tech (43%), clothing and accessories (41%), and electrical appliances (38%).
Brand consideration
How can your brand take advantage of EOFY sales to entice consumers?
Content fatigue more prevalent among young Australians
Over half (55%) of people under the age of 35 think there is too much choice on TV, compared to only 41% among people 35-44 and 33% among people 55+. Content fatigue among the under 35s might be spurred by a rise in subscriptions: 26% of under 35s say they are spending more on streaming services now than 12 months ago (versus 23% among all).
Brand consideration
As consumers are currently fatigued by content overload, consider minimalism in advertising.
Positive brand messages to beat the mid-year blues
One in two of Nine’s audiences feel that by the middle of the year they need a reset. As the mid-year blues set in, many Australians are looking for some excitement and inspiration to get them through. One in four say they appreciate brand messages that remind them to check in with themselves and take care of their wellbeing.
Brand consideration
What positive message could your brand promote to help Australians beat mid-year blues?