WHAT'S HOT AND WHAT'S NOT
November 2025
The national mood is recovering, with net positive emotions rising and net negative emotions slightly falling. Nine's audience is split evenly between active users and those who are aware of AI but have never used it, with most active engagement focused on personal tasks: All are fuelling opinions and conversations this month.
31 October - 3 November, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood is recovering from the October downturn, with net positive emotions rising and net negative emotions slightly falling.
This shift has significantly narrowed the gap. While negative emotions still outweigh positive ones, the trend is one of stabilisation and movement toward emotional balance.
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Dominant mood indicators
The top 10 dominant moods are a mix of positive and negative emotions. The top 4 feelings are positive, with being relaxed, calm, optimistic and hopeful topping the list this month. Feeling frustrated and anxious are the 5th and 6th positions.
Overall, this pattern confirms the national mindset is stabilising with a positive tilt, demonstrating control despite the continuing high prevalence of challenging emotions.
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Conversation Starters
NATIONAL MOOD BREAKDOWN
of the 65+ age group feel calm and relaxed
Among Nine’s audience, the 65+ age group displays the highest composure mood
Among Nine’s audience, the 65+ age group displays the highest composure mood, with 35% being calm and relaxed, while the 35-44 age group is the most stressed, with 35% reporting anxiety.
The male audience shows a contradictory state, characterised by higher calm/relaxed feelings (29%) alongside high frustration (29%) compared to females.
Conversely, the female audience reports lower overall frustrations (18%) but is slightly less relaxed (25%) compared to males.
BRAND CONSIDERATION
If your core value proposition is simplification, use that ease to stabilise consumer emotion. Position the product as the reliable relief from daily stress and anxiety.
AI Usage Frequencies
are active users of AI applications
Even split between active users and those who are aware of AI but have never used it
Among Nine’s audience, 41% are active users for AI applications such as OpenAI or ChatGPT, reporting a usage frequency from daily to monthly, with the majority using it multiple times per week. This figure is matched by the 40% who have heard of these applications but have never used them.
Among active users, the under-45 age group are the most frequent, with 22% using these applications multiple times per week. The largest segments of non-users who are already aware of AI are the Female audience (45%) and the over-45 age group (42%).
BRAND CONSIDERATION
AI Usage by Task Type
of those who use AI are primarily using its application for personal tasks
Most active engagement for AI is focused on personal tasks
Among Nine’s audience who use AI, 44% are primarily using its applications for personal tasks, while 23% are using it solely for work-related tasks and 33% are using it for both.
Personal use is heavily favoured by the 65+ age group (77%). Across all audiences, personal use is also higher among females (49%) than males (40%).
Combined personal and work usage is led by the 45-54 age group (40%), driven largely by males in this cohort, who report a 40% combined usage rate compared to 25% for females.
BRAND CONSIDERATION
Embed AI as a proactive "pocket advisor" in your existing apps. Focus on simple, personalised support for daily tasks to build loyalty among users.
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