CONSUMER PULSE
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
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).
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)
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
NOTE: For the best viewing experience on mobile, please view landscape.
Positive lifts
NOTE: For the best viewing experience on mobile, please view landscape.
Negative decline
NOTE: For the best viewing experience on mobile, please view landscape.
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
NOTE: For the best viewing experience on mobile, please view landscape.
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
NOTE: For the best viewing experience on mobile, please view landscape.
Top Categories considered by SMH/The Age readers this week
NOTE: For the best viewing experience on mobile, please view landscape.
Top Categories considered by 9Nation audience this week
NOTE: For the best viewing experience on mobile, please view landscape.
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
NOTE: For the best viewing experience on mobile, please view landscape.
SMH/The Age: empowering choices
NOTE: For the best viewing experience on mobile, please view landscape.
Nine news sources: empowering choices
NOTE: For the best viewing experience on mobile, please view landscape.
Contact your Nine advertising representative today
to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.