CONSUMER PULSE
The national mood is on an even keel this month; and the popularity of live events, fears surrounding a cashless society and different ways to consume social media 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: 30 June - 3 July, 2023
Mood of the Nation
Conversation Starters
Mood of the Nation
The national mood is on an even keel this month. Australians have mixed feelings about the economy, their personal finances and health, and issues globally. Overall, net positive and net negative sentiment remain on par for the second consecutive month.
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Dominant mood indicators
Australians are feeling a mix of calm, relaxed, hope and optimism this month. The expectation that inflation will end soon, as well as an appreciation of our way of life relative to other countries and enjoying a holiday, are some of the reasons cited as to why many are feeling calm, relaxed and hopeful at the moment. On the other hand, feelings of stress and frustration are also being felt by around 1 in 5 Australians. The rising cost of living is the primary cause of this.
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Conversation Starters
There is a real opportunity for brands to tap into some of the themes fuelling opinions and conversations this month.
Live events are ever so popular
With record crowds attending Vivid Sydney last month and the craze currently surrounding Taylor Swift ticket sales, we were curious to learn more about Australians and their attendance of live events.
Around two-thirds of Nine’s audiences have attended a live event in the last 12 months; a third attended a musical/theatre or live sporting event; while 27% have attended a concert. Additionally, one in five attended a live music event or an outdoor event in the last 12 months.
Over half normally discover live events via a direct email/mail from a live event venue (59%), a news/media outlet (55%), or through word of mouth from family and friends (55%).
Brand consideration
From sponsorships to activation spaces, how can your brand capitalise on the current popularity of live events and drive a presence in this space?
Fears surrounding a cashless society
Over half (56%) of Nine’s audiences still use cash for everyday transactions and 71% fear Australia is becoming a cashless society. In protest, some Australians ditched their credit and debit cards during the first week of July.
Brand consideration
For bricks and mortar stores, think about unique ways to draw customers in, engage with them and encourage them to spend. In turn building brand trust and a higher chance of repeat purchasing.
Social media on the go
Over 8 in 10 Sydney Morning Herald readers are on social media platforms; 55% access social media via a mobile phone; 14% are accessing on a tablet, and 9% via a laptop. Only 6% are accessing social media via a PC.
Brand consideration
How is your brand showing up on social media? Look for ways to drive engagement and capture the attention of users.
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