CONSUMER PULSE
The national mood is on an even keel this month; Australians primarily value their health; and savings and discretionary spending, access to pay TV and the impact of media on motherhood are fuelling opinions and conversations this month.
Find out what’s hot and what’s not in this issue of Nine’s Consumer Pulse.
Consumer Pulse surveys over 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.
Inside this month's Consumer Pulse dip: March 31- April 3, 2023
Mood of the Nation
Australian Values
Conversation Starters
Mood of the Nation
The national mood is on an even keel this month with many Australians feeling a mix of positive and negative emotions. Overall, net positive emotions remain ahead of net negative for the month of April.
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Dominant mood indicators
The top ten dominant moods continue to be led by positive emotions, hope, calm, and relaxed. These three emotions lifted on the previous month, although negative emotions such as anxiety, stress, and frustration are also on the rise.
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Australian Values
Nine audiences value their health primarily. The top three values continue to be led by health, enjoying life, and family security when compared to six months ago. True friendship remains stable with just under 1 in 5 of Nine’s audiences, although it has risen from sixth to fourth place for the latest month. Mental health debuted as the fifth most important value among Nine audiences.
Compared to the October results, protecting the environment and a world at peace have declined in priority by three percentage points respectively.
Top 5 most important personal values (%)
Healthy
Enjoying life
Family security
True friendship
Mental health
Conversation Starters
There is a real opportunity for brands to tap into some of the themes fuelling opinions and conversations this month.
Savings, discretionary spending, and the need for at-home entertainment
Australians are divided by their personal finances these days when it comes to savings and discretionary spending. Close to one in three of Nine’s audiences say they occasionally have money left for discretionary spending or savings after paying bills and buying necessities, whilst one in four say always or most of the time and one in five say they do not have any money left for savings or discretionary spending. If money was tight, around 2 in 3 admit they would give up takeaway food (66%), buying lunch (62%) or going out for entertainment (61%). On the other hand, TV and movie streaming was the most popular “must have” with over 2 in 5 (45%) saying they would keep it (rising to 54% among 18-34-year-olds).
Brand consideration
How can your brand tap into discretionary spending?
78% of Nine’s audiences have access to a pay TV or paid video streaming service
Close to 8 in 10 of Nine’s audiences have access to at least one pay TV or paid video streaming service; one-third have access to three or more (rising to 42% among 35-44-year-olds). The rise in ad-supported tiers from major TV streaming services entering the market is yet to gain traction among our Nine audiences, with only 16 per cent saying they would be interested in subscribing to this service.
Brand consideration
Consider consumers’ dependence on pay TV and how this links to your brand.
The ups and downs of motherhood and the role the media can play
Around 2 in 3 of Nine audiences who are mothers believe that becoming a mum is the best thing that ever happened to them, but equally admit that no one told them how hard motherhood was going to be. Over 2 in 5 (44%) feel the media can sometimes make them feel ashamed about not being a perfect mother, but conversely, 1 in 4 feel like the media has helped them become a better mum.
Brand consideration
With the impact of the media becoming better understood, consider the role your brand plays in conversations around motherhood.
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