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.


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 (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 16 - commencing 6th July 2020

Headline Sentiments

“Things getting better and going back to normal”

“Lifting of the isolation, by Christmas, hopefully”

“Summer mornings for walk followed by beach swim”

 “Being that much closer to a cure or a vaccine for this horrid virus”

Hot Topics

The Committee for Sydney is urging NSW Transport and Roads Minister Andrew Constance to force people to wear masks on public transport. Sydney, June 30, 2020. Photo: Rhett Wyman/SMH

Covered on transport

60% of SMH readers think the State government should make it compulsory to wear face masks on public transport

MELBOURNE, AUSTRALIA - JULY 04: People get tested by Australian Defense Force (ADF) personnel for Covid-19 at a drive through testing site at Flemington which sits on the border of a hotspot suburb on July 04, 2020 in Melbourne, Australia. Lockdowns across Melbourne are in effect for residents of suburbs identified as COVID-19 hotspots following a spike in new coronavirus cases through community transmission. Residents of the 10 Melbourne hotspot postcodes are only able to leave home have for exercise or work, to buy essential items including food or to access childcare and healthcare. Businesses and facilities in these lockdown areas are also restricted and cafes and restaurants can only open for takeaway and delivery. The restrictions will remain in place until at least 29 July.  (Photo by Asanka Ratnayake/Getty Images)

Testing times

83% of AFR readers think there should be penalties for people who live in hostpots who refuse to take a COVID test

COBAR, AUSTRALIA - APRIL 17: Shoppers are seen observing social distancing at Khan's SUPA IGA on April 17, 2020 in Cobar, Australia. For Australians who live in the bush and hundreds of kilometres away from the nearest supermarket, it is normal to only travel into town for groceries and essential supplies once a month, but with limited supplies and purchasing restrictions due COVID-19, residents from remote and rural communities in NSW are struggling to stock up as they normally would. Residents of Louth must travel either a 200km roundtrip to Bourke or 260km roundtrip to Cobar in order to buy groceries and necessities, making regular trips to the supermarket not viable. In Cobar there are two supermarkets to feed 3500 residents. While deliveries are still in place to outback town of Cobar, 50 percent of stock ordered cannot be filled due to limited supplies. While some exemptions to purchasing limits have been made for those who live in remote areas, some also worry about the social stigma of being seen filling their shopping trolleys while the government warns Australians not to panic buy and hoard products. (Photo by Jenny Evans/Getty Images)

Taxing decisions

64% of The Age readers disagree with increasing the GST rate above 10% and broadening it to cover fresh food, health and education

Cold weather, dampen mood

The combination of colder weather and more outbreaks has dampened the mood this week, leaving many feeling more anxious, unsafe and fearful, and less hopeful and relaxed. However the prospect of receiving tax returns was a reason to be cheerful for many.

Concern tracker: rising again

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Mood tracker: a drop in mood, but slowing

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Returning to previous habits

Comfort levels in public settings have diminished this week and many are reverting to home-based activities or habits established during lockdown. Audiences are again using more digital services and streaming services, doing more exercise, enjoying hobbies, watching TV and doing online shopping, while engaging in less out-of-home activities such as travelling within Australia, dining out, driving and using taxis or rideshares.

Comfort levels in public settings have dropped

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Activity increases week-on-week are reminiscent of lock down lifestyle

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Purchase considerations: a domestic focus

Across audience groups domestic travel remains the leading category under consideration; most others are home-based. But there are differences too:

-          92% of Financial Review readers are considering any major purchase, categories include a number of big-ticket items such as property and other investments

-          81% of SMH/The Age readers are considering any major purchase, also across a number of categories

-          70% of 9Nation audiences are considering any major purchase, in a smaller range of categories

Financial Review readers: top major purchase considerations

SMH / The Age readers: top major purchase considerations

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9Nation audiences: top major purchase considerations

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