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The national mood continues its upward trajectory; optimism surrounding international travel; boom in house plant sales; and what to wear back in the office. 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 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: 1-4 October, 2021


Mood of the nation



Purchase Consideration



Conversation starters


Mood of the nation

The national mood continues on its upward trajectory for a second consecutive month as restrictions ease in New South Wales and Victoria and we see positive mood indicators again trending up.

Mood tracker: Net positive vs net negative mood

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Dominant mood indicators

Consistent with the lift in the national mood, positive sentiments around hope and optimism are trending up, and we are seeing sharp declines in frustration, annoyance, isolation and anxiety.

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Optimism surrounding international travel

Recent announcements around a plan for international borders to open up soon, combined with Qantas announcing the resumption of international flights from mid-December, have resulted in an immediate uplift in purchase consideration for travel across all Nine audiences.

AFR readers saw the largest lift (up 15 %) from previous month) with 1 in 4 (almost 23%) looking to plan an international trip, the highest percentage of AFR readers since the start of the pandemic. There was also a sharp increase in our Metro readers and Nine Radio listeners, doubling in the audience considering international travel from the previous wave.

Purchase consideration:

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The grass is always greener

A surprising result of lockdown has been the boom in sales of plants. Since the commencement of lockdown towards the end of May 2020, purchase consideration for the gardening, landscaping and plants category has dominated the list of purchasing desires among Nine audiences each month, with around 1 in 4 considering making a purchase in the past week. Other items topping the list include wine, clothing, and a domestic holiday.

Top 10 categories where audiences are looking to increase spend post-lockdown

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Conversation starters

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

Working out what to wear?

When the Nine audience were asked “What will your post-lockdown return-to-work wear look like?”, a resounding 35% said it would stay the same as before the pandemic.


Brand consideration

A real opportunity for brands to tap into the other 65% of people who are more open to change in their work wardrobe when we do get back into the office.

Freedom to travel

Some 62% of SMH readers agree that State borders should be reopened when NSW hits 80% fully vaccinated.

Brand consideration

As the countdown to the magic 80% number is nearly upon us, how could brands align to this milestone event and the excitement amongst Australians as State borders start to reopen?


Butter with peanut butter?

The “butter with peanut butter on toast” debate has the nation split, with 43% for, 50% against and 7% undecided.


Brand consideration

Think about how consumers are using your product in different ways – it could throw out an interesting angle to tackle certain challenges based on behaviours, and add a bit of fun on the way!

Want to know more?

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