Southern Cross Austero has released its ‘Mood Monitor Report’, inquiring into how Australians are feeling right now and the opportunities for marketers.
 
The report is part of the company’s research during this year, made available to radioinfo readers, with kind permission of SCA.

In a nutshell, 45% of Australians are in a positive mood, and they’re more positive now than in June 2013 (38%).
 
Australians mainly described themselves as ‘happy’, ‘content’, ‘tired’, ‘good’.
 
1 in 3 people are worried about crime and violence.
 
65% of people have been impacted by rising grocery prices.
 
SCA began its explanation of these trends as such: ‘The instability caused by an impending election [and tough economic times] has passed, and Australians are ready to see change with a new government in place (whether they like that government or not!)’.
 
The researchers then delved deeper, looking at what has contributed to this better mood and what Australians are still concerned about.
 
Over 50s had the biggest jump in positivity since June 2013, going from 38% to 55%. ‘This group seems to be positive because they’re in a comfortable financial position, their family life is good and they believe the future holds bright things’.
 
The top 3 things making Australians happy right now are family, job, health. To quote the report:
 
‘Family really does seem to come first for Australians, with 1 in 4 respondents saying family played a part in their happiness.
 
‘Who’d have thought their job would make Australians happy – but apparently it does. While many Aussies are just happy to have a job at the moment, for plenty of others, having a good job was an important factor in their happiness.
 
‘We might be one of the most obese countries in the world but apparently our health is making us happy right now.’
 
Here are some samples of how respondents explained their happiness:
 
‘The future looks good.’
 
‘Because my family is healthy and happy. I have a job I love. I think the country is still the lucky country and the economy is tight but you can still live well.’
 
‘My family are all well, my lifestyle is comfortable, our economy will improve under the new government and then the cost of living should settle down.’
 
While 61% of people selected positive responses when asked to characterize their mood, there still remained an underlying feeling of frustration and concern.
 
The previous monitor in June saw energy availability % affordability as the top concern for Australians. However, four months on, and crime and violence has now taken top spot.
 
‘This is most likely a reflection of the new ‘Bikie Laws’ introduced in some states and the resulting heavy media coverage.’
 
Energy prices are certainly still a concern though, with almost 1 in 3 people listing this as a concern.
 
Illegal immigration (27%), education (24%), unemployment (24%), healthcare (22%), drugs (22%), environment (18%), were also big concerns with Australians.
 
Energy concerns were primary for 30-49 year olds, with crime second and education third.
 
Crime was first for 18-29 year olds, with unemployment second, and quality of education third.
 
For the 50+  demographic, crime was the most important concern, with illegal immigration second, energy prices third, and drugs fourth.
 
The impact of grocery prices has decreased. In June 78% were ‘majorly or moderately impacted’, and this is down to 73%. Still though, prices are a concern for people.
 
Summing up, the SCA report said: ‘With this happier mood may well come an increase in spending in the next few months. In fact, Australians are expected to spend in excess of $28 billion in December alone – a rise of 2.2% from last year. Christmas and holiday spending will largely contribute to this but there remains opportunity for advertisers to get their slice of the spend.’
 
‘This is the first year in a while that consumer sentiment hasn’t been affected by global and political uncertainty, and the post-financial crisis nervousness has dissipated, leaving Australians more confident about their economic future’, said Karen Dobie – Ibisworld Australian, General Manager.
 
Respondents of the survey were 63% female and 36% male. 50% were from Sydney/Melbourne, with 18% from Brisbane, 16% from Adelaide and 14% from Perth.