WHAT'S HOT AND WHAT'S NOT
April 2025
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.
4-7 April, 2025
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has declined further, reaching the lowest levels since August 2021, with a higher net negative mood. Australians are feeling more pessimistic, skeptical and annoyed. Overall, net negative emotions are ahead of positive emotions, a trend that has continued for the past four tracked months.
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Dominant mood indicators
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. Feelings of being anxious, frustrated and stressed are the 4th, 5th and 6th most dominant moods.
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Australian Values
Core values remain strong
Nine audiences value their health primarily. The top three values continue to be led by health, family security and enjoying life when compared to six months ago. Wishes for loyalty and wealth saw increases compared to 6 months ago, while there were drops in Nine’s audience looking for true friendship, pleasure and variation in life.
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Conversation Starters
Podcast and Audiobook habits
30%
reported increased podcast and audiobook listening over the past 12 months
Among Nine’s audience who use each audio format, 30% noted an increase in listening to podcasts and audiobooks over the past 12 months, while less than 10% of podcast listeners noted a drop in listening.
AM/FM radio programs retained audience, with 4 in 5 respondents noting their listening was unchanged over the past 12 months.
BRAND CONSIDERATION
With podcast and audiobook consumption on the rise - and traditional radio holding strong - there's a clear opportunity for brands to tap into audio environments that offer both growth and consistency.
Investments & savings
Over 4 in 5
are making investments or savings as part of their investment portfolio
Nearly 1 in 2 of Nine’s audience invest in Australian shares and 1 in 5 invest in international shares.
Younger members of Nine’s audience show a higher likelihood to invest in ETFs and crypto, while the 45+ audience is investing more in superannuation and international shares.
BRAND CONSIDERATION
Nine's audience is already highly engaged with financial planning. Consider content partnerships or thought leadership aligned to trending investment themes (e.g. ETFs for beginners or diversifying into international markets).
Trust in News
3 in 4
trust in online news websites as a major source for big events
Online news is the main trusted source for big events
Among Nine’s audience 3 in 4 note trust in online news websites as a major source for big events, with TV news programs the second most trusted source.
The under-45s show a higher likelihood to trust social feeds (particularly Facebook/Instagram), however this is still well below the level of trust placed on online news websites.
BRAND CONSIDERATION
With majority of Nine's audience turning to online news for major events, this is a prime environment to position your brand alongside trusted content. Consider premium placements during key news moments or custom integration within online news hubs to capitalise on credibility and context.
GET IN TOUCH
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