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 events of 2020, Nine launched a fortnightly consumer sentiment poll to understand how we can help brands connect with our audiences .
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).
Hot topics: COVID and life beyond
Game on
66% of 3AW listeners say they want the Australian Open to go ahead in January 2021, with COVID restrictions in place
Recovering slowly
70% of Financial Review readers are ‘somewhat confident’ the economy is recovering from recession, and think it will take some time
China tensions
86% of 9Nation viewers think the political tension with China is hurting Australia’s economy (either ‘somewhat’ or ‘to a great extent’)
Capturing the mood
Week 27 - commencing November 29, 2020
Mood of the nation - more optimistic, but room for greater connection
The national mood is rosier – positive emotions are at their highest point since March and fear is at its lowest. Key emotional indicators show:
- “optimism” trending up and “pessimism” trending down
- “relaxed” trending up and “anxious” trending down
- “stressed” generally trending down, but picking up slightly towards end of year
Only in the last few weeks have we seen that audiences are more likely to feel “connected” than “isolated” – though “connectedness” is not trending up as rapidly as other positive indicators, suggesting there is room to enhance connection among Australians.
Mood tracker: Net positive vs net negative mood
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Mood Tracker: ‘isolated’ trending down, ‘connected’ lifting slightly
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Mood Tracker: ‘anxious’ trending down, ‘relaxed’ trending up
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Safer in public places
The mood tracker also shows “safety” trending up and “fear” trending down – at the same time Nine’s comfort tracker shows audiences are increasingly feeling comfortable in public spaces. While audience comments suggest some remain cautious, the overall trend bodes well for out-of-home activities and events and, we hope, Australians’ sense of connectedness.
Mood Tracker: ‘safe’ trending up, ‘fearful’ trending down
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Comfort Tracker: % feeling comfortable vs uncomfortable in public settings
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Small business sentiment: wait and see
Our category focus this month is on small business, and shows that many are in survival mode. While they are hoping for a better year ahead, many have a “wait and see” mindset when it comes to investment and plans for growth.
- - Over half of small business owners told us they are either loss-making or just covering costs (53%)
- - Looking ahead, nearly half (46%) expect to be financially better off this time next year, while another 30% expect their financial position to be “about the same”, 8% expect to be “worse off”, and 15% say it’s “hard to say”
- - When it comes to growth or investment, one in five say their plans are on hold (20%) while they “wait and see what happens over the next few months”
More to come in our Small Business category focus report.
Category consideration: travel, clothing, investments are strong
Nine’s audiences continue to prepare for the summer season, with leading categories under consideration including clothing, investments, wine and home entertainment. Trendlines for domestic travel consideration remain steady this week – suggesting that travel plans for the Christmas and holiday period are firming up. Top categories by audience type are below.
9Nation viewers: top categories under consideration
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SMH / The Age readers: top categories under consideration
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AFR viewers: top categories under consideration
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Nine Radio listeners: top categories under consideration
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Stay tuned!
Contact your Nine advertising representative today
to hear how Nine’s marketing solutions can help you engage Australian consumers like never before.
