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The national mood is on the rise after three months of decline; Australians are still feeling the pinch; and how consumers are cutting spending, their savings habits, and Halloween celebrations 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: 1-4 September, 2023

A woman (in her 40s) takes in the view of the countryside from her campervan. She looks contented and relaxed

Mood of the Nation


Young Asian father and her little daughter grocery shopping in supermarket. They are choosing fresh organic bell peppers together along the produce aisle. Fruits and vegetables shopping. Routine grocery shopping. Going green and healthy eating lifestyle

Cost of Living

Family having a healthy meal, in victorian style greenhouse

Conversation Starters


Mood of the Nation

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

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Dominant mood indicators

The top ten dominant moods are a mix of both positive and negative emotions. The top four feelings are all positive, with calm, relaxed, hope and optimism topping the list this month. Feelings of being anxious also dropped compared to the previous month

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Cost of living: More Australian's feeling the pinch

Less than half of Nine’s audiences are feeling financially comfortable at the moment, however the downward direction of the past few quarters has halted. Conversely, one in three feel like they are just managing, while one in five are feeling the pressure.

Most are currently affected by the rising cost of groceries (77%) and utilities (73%), while rising petrol prices (60%) and insurance premiums (60%) are up significantly QoQ.

Conversation Starters

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

How consumers are cutting spending

Dining out is the most common cost-cutting target (55%) followed by spending less on clothing (52%). Around one in three are planning to cancel subscriptions to streaming services in the next three months.

Although there is a rise in streaming cancellations, there is a QoQ also an increase in those who believe subscriptions to streaming services (25%) are “must have” expenses.

Woman with long blonde hair and glasses sat outside on step eating lunch from a lunchbox / Female Focus Collection

Brand consideration

  • With consumers increasingly money-conscious, brands must think of creative ways to grab our attention and position their products or services as a ‘must have’.

1 in 3 of Nine’s audiences are not putting away savings

Some 35% of Nine’s audiences told us they are not putting money away in savings. Of those who do save, 1 in 5 note putting away $300 or more per week towards their savings.

Despite these findings on current saving, 2 in 3 of Nine’s audience note that they have $1,000 or more saved away for an emergency or a rainy day.

Brand consideration

There is real opportunity for brands in the finance space to lead the conversation and tap into consumer’s state of mind.

Young girl and father putting money into savings jars

1 in 5 of Nine’s audience plan to celebrate Halloween in 2023

1 in 5 of Nine’s audience plan to engage in Halloween-related activities in 2023, with the most popular activity being handing out treats to trick or treaters and/or decorating the house.

9 in 10 Halloween engagers plan to make a purchase of some kind related to Halloween, with treats/candy (70%), decorations (24%), food (22%) and costumes (21%) being the most popular purchases.

Women Pose for Selfie, dressed up for Halloween.

Brand consideration

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