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 and conducts a fortnightly 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 fortnightly 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) and listeners of Nine Radio stations (2GB, 3AW, 4BC, 6PR, 2UE, 4BH, 6GT and Magic).
Capturing the mood
Week 21 - commencing 6th September, 2020
Headline Sentiments
“Grateful for the good and that it is not more severe”
“Looking for the positives”
“I really am fed up but I won’t let myself fall into the trap of being too complacent.”
This week's hot topics
China relations
77% of The Age readers are concerned there are no Australian media representatives left in China.
Business restrictions
68% of The Australian Financial Review readers say that continuing business restrictions in Victoria are too strict (i.e. won’t be eased unless average COVID-19 cases over the previous two weeks are less than 5).
Victorian lockdown
59% of 3AW listeners do not support the Victorian Government's extended lock-down strategy (27% do support it).
Capturing the mood
COVID concerns continue to dissipate and the national mood continues to lift.
Mood tracker: Net positive vs negative mood
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Concern tracker: Decline in those feeling ‘Very / Extremely Concerned’
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Care for self and others: mental health and wellbeing
To coincide with RUOK Day we explored ways audiences are taking care of themselves and others.
Care for self
52% are actively thinking about their mental health and wellbeing ‘more than pre-COVID’, 41% are thinking about it ‘about the same as before.’ Some are more likely to do this than others, namely Victorians (60%), Financial Review readers (58%), women (54%), and those aged under 55 (57% of 18-34s and 35-54s respectively).
Care for others
53% have taken time to connect with or care for the wellbeing of others in their family, network, community ‘more than pre-COVID’, 35% have done this ‘about the same as before’. Those doing this more than others include Financial Review readers (62%), Victorians (57%), and readers of The Sydney Morning Herald and The Age (56%).
Attention to own mental wellbeing and others: Now vs pre-COVID
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Improving mental health and wellbeing: Audience sentiments
*Audiences identified a number of ways they have found useful in looking after their wellbeing. Most commonly these focused on exercise, keeping busy, maintaining routines, contacting family and friends, spending time outdoors (in gardens or nature), actively monitoring their mental state, trying to change their focus or find distractions, and allowing themselves more emotional outlets.
Less commonly, some were seeking formal sources of help. Media had a role to play, with audiences actively seeking escapist, positive or comforting media sources, or reducing their consumption of negative news. However, isolation and reduced social contact continues to be a challenge for many.
“Going for walks and being mindful. Being more open to discussing how I feel/listening to others”
“Maintaining a routine, connecting with others, keeping occupied, exercising, eating healthy, maintaining healthy habits”
“Thinking positive and enjoying small things with appreciation and gratitude”
“Keeping busy with doing things or watching escapist media”
Health insurance: To switch or not to switch?
Many health insurance providers are changing their premiums in October, so we explored audience attitudes in response. Across audience groups there are significant differences in those who hold private health insurance (PHI) and those considering staying or switching.
- 9Nation viewers and Nine Radio listeners are the least likely to have PHI
- AFR readers and Nine Radio listeners are the most likely to consider switching
Likelihood to consider switching health insurance providers
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Reasons to stay or go
Of those considering switching, the main reasons were about value, price and best fit, as might be expected in the current climate.
Whether staying or switching, one of the top five reasons was “my provider’s service or approach during COVID” – indicating that the actions of health insurance providers have spoken volumes in recent times.
Considering switching: Top 5 reasons
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Unlikely to switch: Top 5 reasons
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Major purchase consideration
The proportion of audiences considering any major purchase is broadly holding steady, driven by some resilient or growth categories. While these categories are primarily home-centric, domestic travel consideration is also growing steadily.
As we’ve seen in previous weeks, AFR readers are considering purchases in more categories than any other group, followed by Nine Radio listeners, The Sydney Morning Herald/ The Age readers and 9Nation viewers.
Major purchase consideration: Any category
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Financial Review readers: Resilient/growth categories
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The Sydney Morning Herald/ The Age readers: Resilient/growth categories
Nine Radio listeners: Resilient/growth categories
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9Nation viewers’ purchase consideration: top growth categories
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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.