CONSUMER PULSE
The national mood is positive; a travel boom is looming; the countdown to Christmas is officially upon us. Find out what’s hot and what’s not in this Christmassy-themed 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 fortnightly 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 November, 2021
Mood of the Nation
Purchase Consideration
Christmas Conversation Starters
Mood of the Nation: on the up and up
The nation continues to see a boost in mood for a third consecutive month as restrictions ease in most states and we continue to meet COVID-19 vaccination milestones.
Mood tracker: Net positive vs net negative mood
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Dominant mood indicators
Net positive emotions now exceed net negative emotions for the first time since pre-lockdown periods. Leading the positive mood sentiments are hopeful, optimistic, calm and safe, offsetting the decline in negative mood sentiments such as frustration, anxiety, annoyance and isolation.
The lift in mood is also resulting in a lift in comfort levels, with 2 in 3 (65%) Nine audiences saying they feel comfortable in public settings like shops, restaurants and on public transport, up from 51% for the previous month.
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Purchase consideration: A travel boom is looming
An increase in consumer confidence post-lockdown has seen a surge in purchase intent for domestic travel across all Nine audiences. International travel has recorded the second largest increase, up 7 percentage points, with 1 in 5 (20%) now considering travelling aboard.
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Holidaying during the Christmas and Summer period is also on the cards for most Australians, with around 1 in 3 of Nine audiences planning a trip. The most popular destinations are within their own state (68%), followed by interstate travel (41%) and international travel (7%).
Christmas Conversation Starters
With the countdown to Christmas upon us, there is a real opportunity for brands to tap into some Christmassy conversations this month.
’Tis the season … for gifting
Nine audiences are planning to spend about $1,106 in total on Christmas gifts this year. The results show the average budget per person for Christmas gifts is about $349 for “my child”, followed by $178 for “my partner” and $130 for “other family members”. It is therefore no surprise that toys and games, along with gift cards, are the most popular gifts this year for around one-third of those surveyed.
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Christmas Day is also set to be costly for the average Australian, with the budget coming to around $269 on average for food, $249 on alcoholic and non-alcoholic beverages, and $50 for Christmas home décor and entertainment.
Merry eCommerce Christmas
The COVID-19 crisis has forced many of us to adopt new shopping habits and many Australians are set to continue shopping online. In fact, 1 in 6 (17%) Nine audiences have said they will be doing more Christmas shopping online this year compared to last. A further 58% said they plan to do around the same as last year whilst only 10% are planning to cut back on online shopping this Christmas.
Brand consideration
Think about ways to capitalise on this increase in eCommerce behaviour and make the experience enjoyable with ease to transact, especially in the absence of a bricks and mortar store.
'Experience' the magic of Christmas this year
This Christmas around 1 in 8 (12%) Nine audiences will be choosing more “experience” gifts over tangible presents for friends and family. This is higher among AFR readers, with 18% saying they will be purchasing more experience gifts. An experience gift may include a gift card to the cinema, tenpin bowling, a live show, concert, or even a holiday.
Brand consideration
A great opportunity for brands to align with experiences that meaningfully connect with those looking for out-of-the-box gift ideas this Christmas.
Unboxing Christmas this year
Through our Unboxing Christmas 2021 research earlier this year, as part of our Cultural Conversation series through Powered, we found four key spaces for brands to tap into for Christmas 2021, which were centred on (1) a Christmas with less worry, (2) being more considerate, (3) taking time to indulge, and (4) enjoying everything Australia has to offer.
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