Consumer Pulse
Unpack what’s trending each month
Consumer Pulse surveys around 2,000 national respondents spanning Nine’s TV, digital, print and talk radio audiences. The monthly survey canvasses the thoughts, purchasing intentions and mood of the nation, to better inform and educate marketers on how they can reach and engage Australian audiences.
November, 2025
Hot topic: AI usage
The national mood is recovering, with net positive emotions rising and net negative emotions slightly falling. Nine's audience is split evenly between active users and those who are aware of AI but have never used it, with most active engagement focused on personal tasks: All are fuelling opinions and conversations this month.
The top 4 feelings are positive, with being relaxed, calm, optimistic and hopeful topping the list this month. Feeling frustrated and anxious are the 5th and 6th positions.
October, 2025
Hot topics: Subscription openness, media engagement
The positive national mood of September was short-lived as Australia's national mood shifted back to a negative mindset in October. Despite this, Australians continue to prioritise health, life enjoyment, and family security. Nine's audience remains highly engaged with media, regularly listening to podcasts, especially News and Politics content which they want more of. They are also showing a strong openness to paying for new media subscriptions: All are fuelling opinions and conversations this month.
The top emotions are positive, with people feeling relaxed and calm. However, the next most common emotions are negative, including anxiety and frustration.
September, 2025
Hot topic: Consumer confidence
The national mood has seen an improvement in September, its highest in three years. This is most likely due to falling inflation and interest rate cuts, which have made Australian cautiously optimistic. As personal finances stabilise, people are feeling more secure, leading to a slow shift in consumer behavior. Shifting their focus towards making bigger purchases and discretionary spending on smaller luxuries are on the rise and these are all fuelling opinions and conversations this month.
The top 5 moods are positive emotions, including feelings of relaxation, calmness, hope, safety and optimism.
August, 2025
Hot topics: Black Friday / Cyber Monday
The national mood dropped for the second consecutive month; Clothing and electrical appliances drive Black Friday and Cyber Monday shopping plans; Most plan to spend $101–$500; The primary motivation for participating in Black Friday and Cyber Monday sales is to secure the best deals are all fuelling opinions and conversations this month.
he top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month.
July, 2025
Hot topic: Travel plans
The national mood saw a slight dip; Most people plan to travel in the coming year; People choose to DIY their trips and word of mouth is the top trusted source of information; Location drives travel destination choices are all fuelling opinions and conversations this month.
The top 4 feelings are positive, with calm, hopeful, relaxed and optimistic topping the list this month.
June, 2025
Hot topics: Financial optimism, media consumption & shared TV screens
The national mood is improving; Labor and Greens voters show financial optimism; Free-to-air TV and Web/search engines lead media consumption; Shared TV screens help people unwind and relax are all fuelling opinions and conversations this month.
The top 10 dominant moods are a mix of positive and negative emotions. The top 5 feelings are positive, with relaxed, calm, hopeful, optimistic and safe topping the list this month.
May, 2025
Hot topic: EOFY sales
The national mood is recovering; Clothing and Home tech drive EOFY shopping plans; Most plan to spend $101–$500 for EOFY; Credit cards lead EOFY purchases payment, debit cards popular among younger and female audiences are all fuelling opinions and conversations this month.
The top 2 dominant moods of the month are positive, with calm and hopeful topping the list.
April, 2025
Hot topics: Aussie values, audio consumption & making investments
The national mood is on the decline; Australians are valuing health and family security; consumption of podcasts and audiobooks is increasing; 4 in 5 of Nine’s audience are making investments/savings are all fuelling opinions and conversations this month.
The top 10 dominant moods are a mix of positive and negative emotions. The top 3 feelings are positive, with calm, relaxed and hopeful topping the list this month.
March, 2025
Hot topics: Impacts of the Federal Election
The national mood has weakened as feelings of being unsure rise; cost of living has impacted expenditure on food-related expenses, while cost of living tops the list of issues facing Australians coming in to the Federal Election are all fuelling opinions and conversations this month.
Feelings of being anxious, stressed and frustrated hold the 1st, 4th and 5th positions of dominant moods for the month.
February, 2025
Hot topics: Purchases, representation & independence
The national mood is on the decline; travel and clothing top purchase considerations; Australians recognise the importance of female representation; Recognising the importance of financial independence for women are all fuelling opinions and conversations this month.
The top 10 dominant moods are a mix of positive and negative emotions. The top 2 feelings are negative, with feelings of being anxious and frustrated topping the list this month. Despite this the 3rd, 4th and 5th dominant moods are positive with feelings of being calm, hopeful and relaxed.
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