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A wet start to spring dampens the national mood; being healthy tops personal values; and travel plans, accompanying reading, and data security 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: 7-10 October, 2022

Man Drinking Coffee At Window

Mood of the Nation


Three smiling young women, wearing sports clothes, jogging on an urban scenario


Friends relaxing together at sunset lying down on mountain ridge, Senja island, Troms county, Norway

Conversation Starters


Mood of the Nation

The national mood has dipped slightly this month with feelings of stress, being overwhelmed and anxiousness stirring up after an unseasonal wet start to spring. Net positive index continues to dominate despite the slight rise in some negative sentiments.

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Dominant mood indicators

The top ten dominant moods are a mix of positive and negative, although positive emotions such as calmness, relaxation, hopefulness and optimism dominate the list.

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Australian Values

This month we asked people what their five most important personal values are right now. The results found that, universally, Australians are united in their desire to be healthy, enjoy life, have family security, protect the environment, and live in a world at peace.

Subtle nuances between age groups were observed. People aged 44 and under are slightly more likely to also value true friendships, while 45-to-54-year-olds are more concerned about family security. People aged 55 and over value their independence slightly more than  the younger ones.

Australians Top 5 Most Important Personal Values (%)





Enjoying life


Family security


Protecting the environment


A world at peace

Conversation Starters

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

3 out of 4 Australians are planning to travel in the next 12 months

Some 74% of Nine’s audiences are planning to travel in the next 12 months: 36% domestically, 19% internationally, and the remaining 44% planning to do both.

Half are planning to travel with their partner, 20% are planning to travel alone, and 19% with their family (couple with kids). Around one-third (31%) plan to spend between $2,000 and $5,000 overall on their next trip.

Couple happily pushing the trolley with their son at airport. Child enjoying sitting on luggage trolley while parents pushing it at airport.

Brand consideration

If your product lives in the travel industry space, offering unique and engaging experiences tailored to different demographics will reap the rewards for your brand.

Three of the most popular travel reads

Two in three of Nine audiences pick active holidays, solo travel and cruises as the favourite types of holidays they enjoy reading about. Metro readers also enjoy reading about couple/honeymoon getaways, and radio listeners like city escapes.

Brand consideration

Maximising platforms with highly engaged travel readers will benefit your brand as a source of truth for travel experiences.

(Hint: Nine Publishing's Traveller is a must!)

Mature couple lying in camper van

Data security and people's right to privacy

After the recent Optus cyber-attack, 73% of Nine audiences think companies who lose personal data to hackers should be punished. Only 6% disagreed and the remaining 21% were on the fence.

Young Asian woman logging in to her laptop and holding smartphone on hand with a security key lock icon on the screen, sitting in the living room at cozy home. Privacy protection, internet and mobile security concept

Brand consideration

Taking responsibility, having full transparency and disclosure around consumer data is critical in maintaining brand trust.

Want to know more?

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