CONSUMER PULSE
The national mood is positive overall; the rising cost of living affects purchase considerations; and limiting dining out, subscription TV and in-store experiences 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: 2-5 September, 2022
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
Overall positive sentiments have lifted in the national mood this month, with net positive increasing its lead on net negative. Fewer Australians are feeling annoyed, frustrated or anxious this month as we welcome the start of a new season.
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Dominant Mood Indicators
The top ten dominant moods are a mix of positive and negative, although positive emotions such as relaxation, calm, optimism and safety dominate the list, in growth from August.
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Cost of Living
Despite the rising cost of living, over half of Nine’s audiences feel financially comfortable with their personal finances at the moment (55%). Conversely, 30% feel like they are just managing and 15% are feeling the pressure when it comes to their finances, higher among people aged 18-44 (21%).
The rising cost of groceries, utilities and petrol are the top three living expenses currently affecting most Australians, and are expected to continue to affect most in the next three months.
Conversation Starters
There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month.
Eating out, the first to go!
The rising cost of living has forced close to half of Nine’s audiences to cut back on dining out, takeaway or food delivery services (49%). Around two in five are also reducing their spending on apparel and accessories (40%) and luxury items (39%). Despite that, 84% of Nine’s audiences told us “I am happy to pay more money for quality” and 83% said “I feel more confident in my purchases if I know I am getting a superior product or service.” An additional 70% favour brands that are Australian-made and owned even if they are more expensive.
Brand consideration
As consumers hesitate to spend and become increasingly savvy, product transparency is essential in building brand trust and keeping consumers returning to purchase from you.
Subscription TV is 'on-demand'
Around one in five Australians consider their subscription to pay TV or a streaming service a must have expense (22%). Subscription TV is fast becoming a much needed and relatively inexpensive source of entertainment, with many citing the rising cost of living and COVID-19 as key reasons for staying in rather than going out.
Similarly, one in four consider their subscription to news a necessity (27%). The key reasons include staying informed with the most up to date news from a trusted source and a desire for local, quality news.
Brand consideration
With a rise in subscription TV, brands must tap into this space to make their presence strong by connecting with audiences at scale.
Explore Nine’s television offering here.
Shopping in store is back and thriving
Almost a year on from the end of lockdown, most Australians are back shopping in stores. The majority of Nine’s audiences say they normally visit a shopping centre or retail area for non-grocery items on a weekly basis (32%). This is higher than those who visit monthly (22%) or less often (23%).
Brand consideration
As more consumers head back to stores, brands need to ensure the consumer journey is inviting, engaging, and an experience that can’t be replicated online.
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