WHAT'S HOT AND WHAT'S NOT
July 2024
Despite the national mood continuing to decline, Australians' favourite ways to spend their time include socialising, travelling and streaming. Eating & dining out with friends and how tennis fans engage with their favourite players are all fuelling opinions and conversations this month.
5 - 8 July, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood continues to decline for the second consecutive month, with a drop in people feeling optimistic and encouraged.
Overall, the top 10 emotions are an even mix of positive and negative.
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Dominant mood indicators
4 of the top 5 emotions were positive, with feelings of being relaxed, calm, hopeful and optimistic topping the list this month. Feelings of being frustrated, anxious and stressed remained high, in the 3rd, 6th and 7th positions of most prominent emotions this month.
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Conversation Starters
HOW AUSSIES SPEND THEIR TIME
Of Nine's audience included 'seeing their family/friends' when asked to select the top 3 ways they like to spend their time
Socialising, streaming and travel top Australians’ favourite ways to spend their time.
When asked to select the top 3 ways to spend their time Nine’s audience favoured seeing family/friends, with 2 in 5 selecting this option.
Over 1 in 4 also saw high favouritism towards reading, travelling overseas and watching TV/streaming services.
Dining out and participating in sport saw peaks among those under the age of 45 in Nine’s audience.
BRAND CONSIDERATION
Develop content that resonates with the audience's desire for social interaction. This could be featuring real families and friends enjoying quality time, collaborating with popular family-friendly venues/events or creating social media challenges where participants share their best family moments.
Popular Social Activities
Of Nine's audience mentioned dining/eating out when asked the activity they typically do with friends
When Nine’s audience was asked to enter the activities they typically do with friends, over 2 in 5 mentioned dining/eating out as a popular choice. Other social activities such as going to the pub, getting drinks, coffee catch-ups and lunch/brunch also showed up as popular choices.
Among those under the age of 45 there were spikes in interest for both watching and playing sport, as well as catching up to watch movies (both at the cinema and at home) and tv shows.
BRAND CONSIDERATION
Offering group dining deals, themed pub nights, promotion tied to sporting events/popular shows and movies can enhance brand engagement.
Tennis Fan engagement
Of Nine's audience interested in tennis follows players through social media
1 in 4 of Nine’s audience with an interest in tennis note following players through social media/forums or other social platforms, with the most popular option being to follow the next generation of tennis stars.
This interest is primarily to stay up to date with their matches/schedule while learning more about their daily lives and what helps them reach their level of skill/professionalism.
BRAND CONSIDERATION
Player brand partnerships that include sponsored content or endorsements can increase brand awareness. This can include skill-development tips, product placement, fan contests and virtual meet and greets. Use analytics to tailor content and interactions based on audience preferences and behaviours.
GET IN TOUCH
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