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 14 - commencing 22th June 2020

Headline Sentiments

“Mixed feelings”

“Reluctant to get too heavily involved in the outside world again!”

“Uncertainty on whether a second wave will impact Australia”

Topical insights

Pedestrians and a cyclist cross road as vehicles pass trams sitting at a junction in the central business district of Sydney, Australia, on Monday, May 25, 2020. Australia has a three-stage plan to reopen the economy by the end of July, after lockdown restrictions smashed businesses, particularly in the hospitality and services industry. The nation’s eight state and territory governments are moving at their own pace, depending on the number of Covid-19 infections in their jurisdictions. Photographer: Brendon Thorne/Bloomberg

Returning to work

54% of Financial Review readers who work in offices are planning on returning in the next month

A man is seen walking past an empty baggage carousel at the Brisbane domestic airport terminal in Brisbane, Monday, March 23, 2020. The Queensland Government has announced that they will close the state's borders to stop the spread of the Coronavirus (COVID-19) outbreak, beginning at midnight on Wednesday and they will force anyone entering Queensland to quarantine themselves for 14 days after their arrival. (AAP Image/Darren England) NO ARCHIVING

Closed borders

48% of Financial Review readers agree with Tourism Minister Simon Birmingham, saying it is ‘about right’ that Australian borders remain closed to international visitors until the end of the year

NSW Premier Gladys Berejiklian (left) and NSW Minister for Education Sarah Mitchell speak to the media during a press conference in Sydney, Tuesday, June 23, 2020. Ms Berejiklian has announced her government's response to a review of the school curriculum, saying it needs a revamp with a focus on basics. (AAP Image/Joel Carrett) NO ARCHIVING

No to corruption

91% of SMH and The Age readers favour tougher measures to stamp out corruption in politics, such as a federal version of NSW’s Independent Commission Against Corruption

Mood tracker - a wobble 

A second wave of cases internationally and in Australia has seen positive sentiments fall away this week, with audiences feeling less encouraged, relieved and safe. Concerns about economic impacts, loss of employment, income and financial hardship have also grown since last week.

Positivity takes a dip

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Sport on TV: a welcome distraction

1 in 4 watched ‘more’ sport this week than last (24% of 9Nation audiences, 23% of SMH / The Age readers, 24% of Financial Review readers).

Some were more inclined to venture out of home this week, with ‘driving’ and ‘dining out’ among the top 5 activities increasing weekly among readers of the SMH, The Age and Financial Review.

9Nation: top 5 activities done 'more than last week"

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The Sydney Morning Herald / The Age readers: top 5 activities done 'more than last week"

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Financial Review readers: top 5 activities done 'more than last week"

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Travel dreams and plant love

Audiences’ love of plants is thriving post-lockdown – with ‘gardening, landscaping and plants’ among the top 5 major category purchase considerations across groups. Audiences are also strongly considering domestic travel, 9Nation audiences and SMH / The Age readers are thinking more about spending on clothing, Financial Review readers are thinking about spending on investment products and wine.

9Nation: top 5 major purchase category considerations

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The Sydney Morning Herald / The Age readers: top 5 major purchase category considerations

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Financial Review readers: top 5 major purchase category considerations

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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.