WHAT'S HOT AND WHAT'S NOT
August 2024
The national mood is on the rise; clothing and travel are the top purchase considerations; and planned content consumption; education about AI and brand participation in big sales events are all fueling opinions and conversations this month.
2 - 5 August, 2024
Inside this month’s Consumer Pulse dip
Mood of the Nation
The national mood
The national mood has improved in August, back to a higher net positive. Australians are feeling more hopeful in the current times. Overall, net positive emotions are ahead of negative emotions.
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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 feelings of relaxed, calm and hopeful topping the list this month. Feelings of being anxious and stressed are the 4th and 6th most dominant moods this month.
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Purchase Consideration
Personal Values
Clothing is the top purchase consideration for the month (25%), followed by an international holiday (25%), a domestic holiday (21%), health-related items (17%) and gardening (16%). Gardening saw the largest decrease since May 2024 (down 4 percentage points) while the largest increases since the same point last year coming from investments (up 3 percentage points) and mobile tech (up 3 percentage points). Overall, purchase consideration across all major purchasing categories is consistent with the previous quarter and up 1 percentage point from the same time last year.
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Conversation Starters
PLANNED CONTENT CONSUMPTION
Plan to watch News/ Current Affairs and movies in the next month.
Nine’s audience follow News/Current Affairs while showing high interest in dramas, documentaries, sport and comedies
Among Nine’s audience, when asked which content they are planning to watch in the next month 57% noted News/Current Affairs and movies, making these the two most popular options.
Over 2 in 5 also showed interest in dramas, documentaries, sport and comedies. Interest in comedies was highest among those under 45, while dramas and sport saw a quite even interest across all age groups.
BRAND CONSIDERATION
For brands in advertising, tailor your messaging to align with news/current affairs and movies to maximise visibility and relevance.
AI EDUCATION
Would like more education made available to help them use AI tools in their businesss.
Nine’s audience want more education on how AI can help their business
Among Nine’s audience nearly 2 in 5 agree that they would like more education made available to help them use AI tools in their business.
The desire for higher education is highest among those under the age of 45, with nearly 1 in 2 noting such, while 45% of those over the age of 65 do not feel it is applicable to them.
BRAND CONSIDERATION
Develop targeted educational content for those under 45 to appeal to the market and boost customer engagement/ interest.
BRAND PARTICIPATION IN BIG SALES EVENTS
Of Nine's audience agree that there is an expectation on brands to participate in big sales events.
Nine’s audience now expect companies (big or small) to participate in big sales events
Among all of Nine’s audience, nearly 7 in 10 agree that there is now an expectation on all brands to participate in big sales events (such as Black Friday and EOFY sales). This expectation is highest among those under the age of 55.
Overall, disagreement that brands have this expectation placed upon them only sits at 6%, with disagreement remaining low across all age groups and genders.
BRAND CONSIDERATION
Plan for major sales events with a clear strategy to ensure your brand stands out and maximises impact.
GET IN TOUCH
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