CONSUMER PULSE
We are living in uncertain times, but one thing is certain: the better we understand audiences, the better we can serve their needs and wants as marketers. In response to the COVID-19 crisis, Nine has launched and conducts a fortnightly consumer sentiment poll to understand how we can help brands connect with our audiences in 2020.
Nine. Where Australia Connects.
Methodology
Consumer Pulse is undertaken via short online surveys conducted fortnightly with Nine’s audiences - across linear television, 9Now and digital properties nine.com.au (and network sites), plus readers of news mastheads The Sydney Morning Herald, The Age and The Australian Financial Review (print + digital) and listeners of Nine Radio stations (2GB, 3AW, 4BC, 6PR, 2UE, 4BH, 6GT and Magic).
Capturing the mood
Week 18 - commencing 26th July 2020
Headline Sentiments
“I'm concerned with the current situation in Victoria which appears
to not be well managed”
“Just wish people would do what the authorities suggest”
“Enjoying spending more time with my kids”
Hot Topics; COVID & life beyond
Care of elders
91% of The Age readers think nursing homes should be required to meet tougher standards before they can receive accreditation to operate.
Support for the arts
71% of SMH readers think the NSW government should provide more financial support to arts organisations struggling in the wake of the pandemic.
Special deliveries
61% of SMH readers think Australia Post should continue delivering mail and parcels on weekends, following the COVID-induced online shopping boom.
Fear of flying
66% of Financial Review readers say concerns of contracting the coronavirus would stop them flying during the pandemic, given health specialists are unsure about the risks.
Refused entry
64% of 9Nation audiences think stores have the right to deny entry to shoppers who refuse to wear a mask, regardless of the location of the store.
Tackling misinformation
56% of 9Nation audiences think the police should be allowed to fine Australians who intentionally spread chaos inducing conspiracy theories during a pandemic.
Nine Radio listeners join Consumer Pulse
This week we welcomed Nine Radio listeners to the Consumer Pulse survey to gauge their opinions and sentiment towards pandemic life, content consumption and spending behaviour. Results from this audience are included in overall audience figures and split out where appropriate.
Concern rising with new outbreaks
Events in Victoria have led to increased levels of concern among Nine’s audiences. Foremost among audience concerns are the broader impact of the pandemic on society and communities (61%), how others are behaving (61%) and the broader impact on the economy (60%). Audiences have also become increasingly concerned about the prospect of other family members getting the virus (44%, up 5%), or of getting the virus themselves (36%, up 9%).
While the mood has dipped, recent events have also introduced a degree of certainty for some, ending weeks of speculation about the potential for a second wave, lockdowns and border closures.
Around Australia, the experience is far from universal:
* Lockdown is taking its toll on Victorians, who are more likely than others to feel isolated, frustrated, bored, stressed and overwhelmed
* The possibility of wider outbreaks mean those in NSW feel more hesitant and unsure
* In other states and territories, audiences feel more safe, more optimistic and less anxious – but also more annoyed
Concern tracker: % of those feeling ‘extremely / very concerned’
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Mood tracker
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Media concern consumption: a balance
Nine’s audiences continue to seek out more news and current affairs, factual and real-life content – balanced with a healthy dose of comedy, escapism and entertainment. Many are also looking for more content to feed interests in music, sport, hobbies and home activities, or taking the opportunity to learn about property and explore technology or career development.
Top genres consumed ‘more’ in the past few weeks
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A future of work is flexible
As working from home becomes a more embedded habit, many have indicated their preference is for flexible working arrangements to continue.
Of those currently working, two-thirds of Financial Review readers, and more than half of The Sydney Morning Herald and The Age readers would like to have the flexibility to work from home or their workplace in 12 months time.
Preferences for flexible working arrangements in 12 months
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Good things
Despite the negative aspects of the pandemic, audiences have identified a wide range of good things to have changed or come about in recent months. The change in pace has encouraged many to appreciate more of what they have and enjoy time at home. Some audiences value certain things more than others:
* As highlighted above, Financial Review readers in particular are enjoying flexible working arrangements, spending less time commuting, more time with the people who matter most, time to take care of their health and wellbeing and time for tasks at home
* The Sydney Morning Herald and The Age readers appreciate having a reduced environmental impact or carbon footprint, and are enjoying their surroundings, gardens or nature
* 9Nation audiences are enjoying being away from crowded places
* Nine Radio audiences are enjoying the opportunity to make a life change
Good things that have changed as a result of COVID-19
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The open-ended comments highlight a variety of other ‘good things’ - including things people are now doing….
“i now read, write and exercise a lot lot more. and i have done jobs around the house that have been neglected, and i've started a veggie garden. all good things”
“Spending more time with my dog. She's great to cuddle!”
“Relax with my kids on Saturdays instead of rushing around to sporting events”
“Sourdough!”
…and things they are not doing:
“Not having to rush kids around to after school activities, being able to pick kids up after school, not having to dress up/wear make-up, not having social pressure to go to events etc”
“Being away from office politics and the open plan office environment”
“Not having to do family dinners with the in-laws”
There are things they notice:
“I love the peace and quiet of much less traffic”
“It appears the stars are clearer at night”
And things they have come to realise:
“Being forced out of my comfort zone has made me rethink my values and how I see the world and other people.”
“Appreciate the random acts of kindness I have experienced”
“Walking everywhere and realising I can do this after Covid also”
Major purchase considerations
Despite continuing economic uncertainty, a significant portion of audiences continue to consider and research major purchases – some 87% of Financial Review readers, 76% of The Sydney Morning Herald/The Age readers, 76% of Nine Radio listeners and 65% of 9Nation audiences.
% considering any major purchase
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Financial Reviews readers: top major purchase considerations
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Nine Radio readers: top major purchase considerations
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The Sydney Morning Herald/The Age readers: top major purchase considerations
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9Nation audiences: top major purchase considerations
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Contact your Nine advertising representative today
to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.
