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 24 - commencing October 18, 2020
Headline Sentiments
“Patient, but concerned about potential for things to wrong.”
“Fairly easy on most things but would not get involved in large crowd activities where social distance would be hard to comply with.”
“Going about my life as normal but conforming with restrictions and sanitising my hands regularly.”
“Careful around crowds and venues - I choose my time and place.”
“Generally I am feeling positive about the way Australia is dealing with current issues.”
“I’m still worried of an outbreak once retail and hospitality opens up.”
“Hopeful that the sensible people can outnumber the morons.”
This week's hot topics
Showing support
70% of Nine Radio listeners say Gladys Berejiklian should remain as NSW Premier after the events at ICAC
No rate cut
70% of Australian Financial Review readers say it would make ‘no difference’ to the economy if the Reserve Bank cut the cash rate on Melbourne Cup Day
Learn to swim
58% of 9Nation viewers say the government should now fund swimming lessons for children (either partially or entirely)
Mood of the nation
This week Nine’s audiences are feeling more hopeful, optimistic and relaxed - and more comfortable spending time in public settings.
Mood tracker: Net positive vs net negative mood
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Safety Tracker: % feeling comfortable vs uncomfortable in public settings
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Freedom of movement
Nine’s audiences are excited about the increasing freedom of movement and the prospects of more places opening up – venturing out of their homes and cities, feeling less like they need to be less selective about the places they go, using more public transport.
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Focus on small business owners
This week we explored the attitudes of small business owners and decision-makers to running their business this year.
The majority have found it a bit stressful but not overwhelmingly so –
- About two-thirds have found it either ‘a bit stressful’ or ‘not at all stressful’
- Those who are Financial Review readers are significantly more likely than to be ‘positive about the changes or opportunities presented’ compared to Nine’s mass audiences (28% vs 15%)
Stress vs opportunity
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Pain points
Top areas business owners would most like help with include bureaucracy and red tape, cash flow, work-life balance and juggling multiple tasks – particularly for Financial Review readers. Other pain points include time management, mental pressures and responding to unexpected events
NOTE: For the best viewing experience on mobile, please view landscape.
Business owners also commented about travel restrictions and border closures, reduced work, frustrations with technology, lack of face-to-face contact with clients, shortages in supplies and labour, and inability to plan for the future amid continuing uncertainty
“Unable to travel, meet with clients, do proper research”
“I dislike zoom and similar meetings/conferences and really wanting face to face discussions again”
“General atmosphere of uncertainty, even fear for the future”
“Trying to do everything online and from home when that doesn't work well or is insufficient to achieve good outcomes”
Contact your Nine advertising representative today
to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.