CONSUMER PULSE

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We are living in uncertain times, but one thing is certain; the better we understand audiences, the better we can serve their needs and wants as marketers. In response to the COVID-19 crisis, Nine has launched a weekly consumer sentiment poll to understand how we can help brands connect with our audiences in 2020.

Nine. Where Australia Connects.

Methodology

Consumer Pulse is undertaken via short online surveys (conducted weekly) and deeper dive surveys (conducted monthly) with Nine’s audiences - across linear television, 9Now and digital properties nine.com.au (and network sites), plus readers of news mastheads The Sydney Morning Herald, The Age and The Australian Financial Review (print + digital).

Capturing the mood

Week 12 - commencing 8th June 2020

Headline Sentiments

“I’m feeling less anxious and worried than I have been”

“Feeling cautiously optimistic”

“Impressed with the government”

Topical themes

Protesters gather in Sydney, Saturday, June 6, 2020, to support the cause of U.S. protests over the death of George Floyd. Black Lives Matter protests across Australia proceeded mostly peacefully as thousands of demonstrators in state capitals honored the memory of Floyd and protested the deaths of indigenous Australians in custody. (AP Photo/Rick Rycroft)

A social movement

42% of The Sydney Morning Herald readers considered joining a Black Lives Matter protest in Australia (44% did not, 14% are unsure).

President Xi Jinping reaches out to vote on a piece of national security legislation concerning Hong Kong during the closing session of China's National People's Congress (NPC) in Beijing, Wednesday, May 28, 2020. One year ago, a sea of humanity _ a million people by some estimates _ marched through central Hong Kong on a steamy afternoon. It was the start of what would grow into the longest-lasting and most violent anti-government movement the city has seen since its return to China in 1997. (AP Photo/Mark Schiefelbein, File)

Chinese controls

56% of The Age readers think the Australian government should take a ‘case by case’ approach to granting residency visas to Hong Kong citizens (26% think these should be granted, 11% think they shouldn’t, 7% are unsure)

NSW Premier Gladys Berejiklian speaks to the media during a press conference at the NSW Ministry of Health in Sydney, Friday, June 5, 2020. (AAP Image/James Gourley) NO ARCHIVING

State controls

62% of The Sydney Morning Herald readers disagree with a NSW Government proposal for a 12-month freeze on public servant wages (27% agree, 11% are unsure).

Mood tracker - positive inflection point

The mood of Nine audiences saw an important shift this week, with positive emotions finally outweighing negative for the first time since the height of the COVID-19 crisis.

The uplift in positive emotions was driven by increases in ‘optimism’, ‘relief’ and ‘safety’, accompanied by decreases in ‘anxiety’, ‘stress’ and ‘fear’. The uplift in safety is sign of increasing confidence about venturing out of home.

Mood trend: Positive emotions take over

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Positive lifts

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Negative decline

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Purchase considerations

While 4 in 10 of Nine’s audiences report reduced household finances through COVID, consideration of major purchases is increasing week to week.

This week more than 7 in 10 of Nine’s audiences are considering one or more major purchases:

  • 73% of 9Nation audiences
  • 84% of SMH/The Age readers
  • 93% of the Financial Review readers

Lifts in those considering domestic travel

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Category considerations across audience groups

Some of Nine’s audiences are considering purchases across a number of categories; Financial Review readers are considering the largest number of categories. The graph below shows categories being actively considered by at least 1 in 10 of each audience group.

Top Categories considered by Financial Review readers this week

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Top Categories considered by SMH/The Age readers this week

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Top Categories considered by 9Nation audience this week

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Reflecting on the role of news

As we approach this key juncture in the crisis, we asked audiences for their views on the role that news has played for them, beyond keeping them informed and up-to-date.

Importantly, many felt ‘empowered to make informed decisions or choices’:

  • 40% of Financial Review readers
  • 30% of SMH/The Age readers
  • 14% of 9Nation audiences

Empowered decisions

The type of decisions that news has empowered varies across audience groups:

  • Financial Review readers have felt most empowered to make short-term or future financial decisions, business decisions and investment choices, and where to place their trust
  • SMH/The Age readers and 9Nation audiences have felt most empowered to make choices about health risks or safety, how to best navigate the crisis, and where to place their trust

Across the board, influence on trust remains a key cornerstone of Nine’s news publications and services.

The Financial Review: empowering decisions

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SMH/The Age: empowering choices

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Nine news sources: empowering choices

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Contact your Nine advertising representative today

to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.