CONSUMER PULSE
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
Mood of the Nation
Values
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 (%)
Healthy
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.
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!)
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.
Brand consideration
Taking responsibility, having full transparency and disclosure around consumer data is critical in maintaining brand trust.
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