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The national mood continues to rise, with net positive emotions; Australians are valuing health, enjoyment, and family security; and travel plans, extreme heat/bushfires in the holiday season and brand action are all 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: 6-9 October, 2023

Cheerful young woman lying with happy mother in hammock

Mood of the Nation


A group of joggers racing against each other on pedestrian walk way at the park.

Australian Values

A family sharing food at a large table during a barbecue in a courtyard together.

Conversation Starters


Mood of the Nation

The national mood has recovered to the levels experienced at the start of 2023. Australians are feeling more connected and relaxed in the current times while remaining calm and hopeful of what is ahead. Feelings of safety are also at their highest level since September last year. Overall, net positive emotions are ahead of negative emotions by a decent margin.

NOTE: For the best viewing experience on mobile, please view landscape.

Dominant mood indicators

The top 10 dominant moods are a mix of positive and negative emotions. The top 5 feelings are all positive, with feelings of relaxed, calm, hope and optimism and safety topping the list this month. Feelings of being overwhelmed and pessimistic also dropped compared to the previous month.

NOTE: For the best viewing experience on mobile, please view landscape.

Australian Values

Nine audiences value their health primarily. The top three values continue to be health, enjoying life, and family security compared to six months ago. True friendship remains stable with just under 1 in 5 of Nine’s audiences, remaining in fourth place for the latest month. Social justice is a value on the rise with a five percentage point increase year on year, making it the value with the largest annual change.

Compared to the April results, a world at peace and wealth have declined in priority by three percentage points respectively.

Conversation Starters

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

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

Some 76% of Nine’s audiences are planning to travel in the next 12 months; 36% are planning to travel domestically; 23% are planning to travel internationally (a 4% increase since October last year); and the remaining 42% are planning to do both.

Half are planning to travel with their partner, followed by 20% planning to travel alone, and 19% with their family (couple with kids). Around one-third (34%) plan to spend between $2,000-$5,000 overall on their next trip, with 1 in 5 planning to spend $9,000 or more.

Wide shot of family walking down street while exploring town during vacation

Brand consideration

With a significant portion of Australian’s planning to travel within the next 12 months, think of unique and creative ways your brand can tap into this sector, targeting audiences within a range of travel budgets.

Managing expenses and avoiding extreme heat/bushfires are top of mind when travelling this holiday season

One in 2 of Nine’s audience noted the management of expenses is a strong consideration in their holiday planning. This consideration peaks at 60% among people under the age of 45.

Some 37% of the Nine audience noted temperature was another strong consideration, along with the 29% who selected risk of bushfires as a consideration.

Brand consideration

With consumers concerned around expenses and environmental risks effecting their holiday plans, ensure your value proposition is inspiring and authentic, growing Aussies trust and setting you apart from others.

Little boy looking into q desk fan on a sunny day

Nine’s audience want brands to take action and see it in action

Eighty-three per cent of Nine’s audience agree that it is important for a business’s messaging and actions to align, while 9 in 10 also agree that they want to see examples of what it means when a business says it supports communities.

People under the age of 45 years also want to feel represented by brands (63%), with this being a lower priority among people over 55.

Happy male entrepreneurs came to an agreement during a meeting with their colleagues in the office. Focus is on black man.

Brand consideration

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