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 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
Covered on transport
60% of SMH readers think the State government should make it compulsory to wear face masks on public transport
Testing times
83% of AFR readers think there should be penalties for people who live in hostpots who refuse to take a COVID test
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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Contact your Nine advertising representative today
to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.
