CONSUMER PULSE
An overall calmer mood of the nation; more Australians planning interstate holidays; big shifts in spend on clothing; and supporting local has never been more important. 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: 1-4 April, 2022
Mood of the Nation
Purchase Consideration
Conversation Starters
Mood of the Nation
The national mood is on an even keel, and calmer overall, with trend lines for net positive mood lifting from the previous month.
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Dominant mood indicators
The top ten dominant moods are a mix of positive and negative emotions, although positive moods are topping the list this month. Feelings of “relaxation”, “hopefulness”, “optimism” and “calm” have become the dominant mood indicators, in stark contrast to last month’s high levels of “anxiousness” and “frustration”.
However, although the level of “anxiousness” is down this month, it does tend to fluctuate and has continued on an upward trajectory – very reactive and one to keep an eye on, especially with everything going on locally and in the world right now.
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Purchase consideration - A change in season calls for ...
In the last month, Nine’s audiences were actively researching and considering purchases across a number of categories.
With more Australians planning interstate holidays, it’s probably no surprise that domestic travel continues to top the list (up 7pp from previous month at 33%) when they are thinking about where to spend their money.
The other top category seeing a big shift is within retail, and specifically Clothing (up +6pp at 28%) – along with the change in season, maybe a sign we are looking to get out and shop, update and refresh our wardrobes.
Top 5 Major Purchase Consideration Categories
A holiday in Australia
Clothing
A holiday outside Australia
Gardening, Landscaping, Plant
Wine
Conversation Starters
There is a real opportunity for brands to tap into some of the other themes fuelling opinions and conversations this month.
It pays to be a local
One of the biggest positives to come out of the global pandemic has been the rise in Australians supporting local businesses (supported by our Neighbourhood Watch: Is Local the new Global Cultural Conversation research last year).
Around half of Nine audiences say buying from Australian businesses (56%) and buying from businesses in my local community (49%) is more important to them now than before the pandemic.
Brand consideration
Brands have an incredible opportunity to connect and be a member of the community. Demonstrate how you are connected to local communities, make your ads locally (using local talent), and have a more physical presence in communities
A rise in people interested in the Australian economy and their superannuation
Around one-third (36%) of Nine audiences are taking more of an interest in news, information or advice about money, finances or the economy compared to pre-COVID times, highest among Nine radio listeners (39%).
The Australian economy, superannuation, and self-managed super funds are the top financial topics for news, information or advice that Australians are seeking at the moment.
Brand consideration
Help to encourage financial literacy and confidence by speaking to their needs and interests, in a language they understand.
A rising demand for ethical banking
More and more Australians are placing value on banks and financial institutions that are doing the right thing, compared to a year ago.
Two in five Nine audiences say they value financial organisations that are good corporate citizens in areas such as providing equal opportunity for their employees (up from 40% in 2021 to 44%). Additionally, around one in three value organisations that are community-focused (up from 33% to 38%) and have environmentally sustainable practices (up from 34% to 37%).
Brand consideration
As we uncovered at our recent State of the Nation Sustainability event, brands should look to adopt the four key principles of honesty, transparency, accountability and integrity.
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