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Australians remain in a positive mood and
feel happy and content.
Although results released by various other outlets have ...
Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “And just so we can nar...
This report has been segmented into various stages of life that may impact significantly on how the world is perceived and...
Australians’ positivity remains after a budget that won’t
hit the hip pocket too badly.
In the past, the release of a Fede...
There seems to be a correlation between
people’s happiness and the things
worrying them on a personal level.
Those things ...
Source : SCAR Consumer Sentiment Study, May 2015, “When you think about your mood generally about your life, lifestyle, co...
We asked Australians how they felt about their current life, lifestyle,
country and economy – and these are the words they...
Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “And just so we can nar...
Source : SCAR Consumer Sentiment Study, May 2015, “And just so we can narrow it down a little, from the following list, wh...
Source : Happiness Research Institute; Maslow's Hierarchy of Needs, McLeod, S. A. (2007); SCAR Consumer Sentiment Study, M...
“I am mostly happy with the state of life right now although of course
things could always be better. I feel like I have t...
Source : SCAR Consumer Sentiment Study, May 2015, “Thinking about your life overall, including your family, lifestyle, cou...
Source : SCAR Consumer Sentiment Study, May 2015, “Thinking about your life overall, including your family, lifestyle, cou...
Source : SCAR Consumer Sentiment Study, May 2015, “What is the biggest worry you have in your life right now? n=2425; US N...
Source : SCAR Consumer Sentiment Study, May 2015, “How worried are you about the following things....?” Very Worried n=242...
Source : SCAR Consumer Sentiment Study, May 2015, “How worried are you about the following things....?”
Very worried June ...
Source : SCAR Consumer Sentiment Study, June 2015, “How worried are you about the following things....?” Very Worried
June...
Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015, “What impact has the r...
Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “What impact has the ri...
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Content Happy Positive Optimistic Excited Frustrated Concerned Anxious Pessimistic Angry...
Historically, consumer sentiment can plummet at budget
time but this year’s budget defied this trend. Whilst
other measure...
The results of this survey are “INDICITIVE” ONLY
The survey was conducted by Southern Cross Austereo using its
online pane...
SCAR Mood Monitor June 2015
SCAR Mood Monitor June 2015
SCAR Mood Monitor June 2015
SCAR Mood Monitor June 2015
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SCAR Mood Monitor June 2015

Australians are the happiest they’ve been in 2 years with 47% of Australians feeling positive.

This report tracks the mood of Australians and discovers how Aussies are feeling right now, what influences their mood and what’s currently worrying them.

The three KEY INSIGHTS from this report are:

- Availability and affordability of energy, unemployment, quality and availability of education and healthcare are the issues closest to Australians.
- Family matters the most to Australians, being the key reason they feel happy
- In the latest 12 months, worry about crime and violence has increased in Australians.

For more information contact the scaresearchdepartment@sca.com.au

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SCAR Mood Monitor June 2015

  1. 1. Australians remain in a positive mood and feel happy and content. Although results released by various other outlets have suggested consumer sentiment is continuing on a negative slide (after a short positive burst after the release of the recent Federal budget), Australians seem to remain in a positive mood. As we have discovered from our two years of Mood Monitor results, a variety of forces on a global, national and also personal level can impact on mood. Political events such as elections and budget announcements will play an important part on happiness – if the results impact directly on a household. Whilst people might be worried about things such as crime and violence and future terrorist attacks, their happiness will not be effected unless the issue impacts their wallet. If basic needs are being met, and Australians are happy with their ‘lot’, it seems they will remain in a state of happiness and contentment.
  2. 2. Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “And just so we can narrow it down a little, from the following list, which word or words best describes your mood at the moment?” June 2013 n=4066 October n=1128 June 2014 n=1434 October 2014 n=1689 May 2015 N=2425 What’s happened to influence people’s happiness…
  3. 3. This report has been segmented into various stages of life that may impact significantly on how the world is perceived and the economic pressures felt. Sarah is 24 years old and lives with two of her friends in an inner city share house. After finishing uni a few years ago, she now works at an ad agency in a junior position – but she has some pretty big aspirations for her career. After work she either heads to a personal training session or out with friends. Being single, she’s pretty social on the weekends but doesn’t go too crazy as she’s very careful with her money. She’s enjoying her freedom at the moment but dreams of one day finding a great guy to settle down with. The Wilsons are a family of four. Father Dan works as an accountant and mother Rebecca works part time doing office work for a local small business. Their daughter Lilly and son William both go to the local primary school. They’re paying off their family home but still feel comfortable with their financial position. They go on a holiday every year and can afford to take their kids to after school activities and fun things on the weekends. David and Jan have been married for 30 years and have raised three children. Only their youngest, who is 24 still lives at home but he’s pretty self sufficient. David still works but Jan retired last year. They’ve paid off their home but are a bit concerned about their superannuation investments and whether it will be enough for them to live comfortably on in the future. For this reason they’re very careful with their money and stick to a budget. Although they’ve experienced plenty of ups and downs in their lives, and are worried about how money issues might effect them and their children, they’re pretty happy and content with their life. Age 18-29 years. No children. They may or may not own a home. They may be single or in a relationship. Age 30-49 years. Have children under 18 years in the home. Either married or in a defacto relationship. Age 50+. No children under 18 at home. They may or may not own a home.
  4. 4. Australians’ positivity remains after a budget that won’t hit the hip pocket too badly. In the past, the release of a Federal budget has resulted in negativity as policy impacted the hip pocket of many Australians. The most recent budget has actually seen a steadying of positivity which, based on our previous findings, suggests that most Australians will not be impacted by budget policy. Source : SCAR Consumer Sentiment Study, June 2013 & October 2013, June 2014 & October 2014, May 2015 “When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD would you use to best describe how you feel right now?’ June 2013 n=4066 October n=1128 June 2014 n=1434 October 2014 n=1689 May 2015 N=2425 Note: Calculated by considering positive verbatim responses as a percentage of all responses.
  5. 5. There seems to be a correlation between people’s happiness and the things worrying them on a personal level. Those things that hit a bit closer to home such as cost of living and services, cause Australians to feel less happy. On the contrary, whilst Australians might be worried about broader issues like terrorist attacks and crime and violence, it doesn’t affect their personal happiness. They’re concerned about them but still feel happy in their part of the world and with their life. Source : SCAR Consumer Sentiment Study, May 2015, “How worried are you about the following things....?” Very Worried n=2425
  6. 6. Source : SCAR Consumer Sentiment Study, May 2015, “When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD would you use to best describe how you feel right now?’ n=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 Empty Nesters are feeling the most positive of all the segments – although they’re not as positive as they were in October last year. This is possibly due to factors influencing their financial situation including low interest rates impacting their superannuation performance. Whilst the Family Flocks’ positivity remains constant, the Free as a Birds are feeling a little more upbeat.
  7. 7. We asked Australians how they felt about their current life, lifestyle, country and economy – and these are the words they gave us…… Source : SCAR Consumer Sentiment Study, May 2015, “When you think about your mood generally about your life, lifestyle, country, economy etc, what ONE WORD would you use to best describe how you feel right now?’ n=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 Overall, Australians are feeling positive – in particular content and happy. But it also looks like they might be starting to feel a little tired and stressed as they cope with their busy lives.
  8. 8. Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “And just so we can narrow it down a little, from the following list, which word or words best describes your mood at the moment?” June 2013 n=4066 October n=1128 June 2014 n=1434 October 2014 n=1689 May 2015 N=2425 How are people feeling right now? Once we asked people to choose from a selection of ‘moods’, happy and content still came out on top – with positive taking third position. Australians are now the happiest they’ve been in two years.
  9. 9. Source : SCAR Consumer Sentiment Study, May 2015, “And just so we can narrow it down a little, from the following list, which word or words best describes your mood at the moment?” n=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 All segments are predominantly feeling happy and content, with Free as a Birds being the happiest. Family Flocks seem to be a conservative bunch this time around. Whilst they are feeling happy and content, they are less likely to feel this way than the Free as a Birds or Empty Nesters. They are also more likely than the other segments to feel frustrated. 4% 9% 21% 22% 22% 31% 33% 37% 37% 43% Angry Pessimistic Concerned Excited Frustrated Anxious Optimistic Content Positive Happy 5% 9% 10% 19% 23% 24% 26% 26% 33% 33% Angry Excited Pessimistic Optimistic Positive Anxious Frustrated Concerned Content Happy 4% 8% 9% 17% 18% 21% 28% 31% 35% 37% Angry Pessimistic Excited Anxious Frustrated Optimistic Concerned Positive Happy Content
  10. 10. Source : Happiness Research Institute; Maslow's Hierarchy of Needs, McLeod, S. A. (2007); SCAR Consumer Sentiment Study, May 2015 n=2425 ‘How do you feel about the following statements? : Australia has a much stronger economy than most other countries in the world at the moment’ Unsure = 39% For those that said their current mood was happy, this happiness seems to be derived from putting their lives in perspective. They recognise that they’re better off than other countries but also other people. As the Happiness Institute describes, happiness is derived from relative wealth – a person’s wealth in comparison with their ‘neighbour’ – rather than their absolute wealth. Australians seem to have realised their wealth is greater than that of other countries and are grateful for it. Indeed, 48% of Australians believe that the Australian economy is doing better than most other countries in the world. It seems to be an overall feeling of ‘we’re doing okay so we can’t complain’. In their own words… Why are you feeling happy? Happiness is derived from meeting basic needs – a home, a job, and family are what seem to matter most to Australians.
  11. 11. “I am mostly happy with the state of life right now although of course things could always be better. I feel like I have the ability to continue to better my life” “Because I might not have the best of everything but I am thankful for what I do have and for the people I have in my life” Overall, people are feeling happy because they have their lives in perspective. They feel that ‘all is good’ – they’re grateful for their position in life because they know there are people much worse off then themselves. Family, health, jobs, home and friends are key drivers of happiness. “I'm happy to have a loving, caring and supporting family who I live with. I live in a wonderful country and I live comfortably in my home” Source : SCAR Consumer Sentiment Study, May 2015, “Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to best describe your MOOD right now?” & ‘And why do you feel this way?’ n=2425
  12. 12. Source : SCAR Consumer Sentiment Study, May 2015, “Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to best describe your MOOD right now? And why do you feel this way? n=2425 Not having enough money and work are key drivers of unhappiness for Australians. In their own words… “I am 25, trying to work out what is the best career path and how to earn more money so life isn't such a struggle. Our world is so expensive and the wages are rubbish. I fear for the day I bring kids into this world and I won't be able to provide everything for them to have a better upbringing then I did” “Having a bad run at finding work and my health is not going well I do need to get my life turned around so I can get back on track” “I'm working so much that I hardly see my family or friends, and yet I still have no money to afford anything. I’ve got a couple of medical issues as well that are in testing stages so I have no real answers there either and they are causing me pain. The economy seems to suck and education and healthcare are costing me a fortune” “Always scratching for money to pay bills. We live basically from week to week”
  13. 13. Source : SCAR Consumer Sentiment Study, May 2015, “Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to best describe your MOOD right now? And why do you feel this way? n=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 Free as a Birds feel consistently happy and feel free of too many worries in their life. They’re positive because life is going well for them at the moment, they feel happy, work is going great and there’s nothing going wrong right now. “Although I have a lot to achieve still, I am happy each day with what I have - as I know I am privileged to be healthy and have a smile on my face” Family Flocks gain happiness from their family but feel the pinch from financial pressures. They feel happy and grateful because they have their family, job and health – but they are more likely to feel strain from the costs of living. “I'm in a pretty good place at the moment. Money is tight but I have a great family and great friends” Empty Nesters are the great worriers and are being impacted by interest rates. Whilst low interest rates are easing the stress for Family Flocks, for Empty Nesters it means a possible tightening of the purse strings as superannuation funds are eroded. “My two sons are in very happy relationships with children. All the family are financially secure. My husband and I are happy and content and we all get along famously”
  14. 14. Source : SCAR Consumer Sentiment Study, May 2015, “What is the biggest worry you have in your life right now? n=2425; US News World Report, “What Rich People Worry About”, Tom Sightings, June 2014 Money, money, money – does anyone ever think they have enough? When we asked people what their biggest worry was at the moment, they resoundingly said that it was money. But worrying about money is not just for those living on the financial edge. According to a US News World Report, even the rich worry about it. So besides this universal worry, what has Australians concerned?
  15. 15. Source : SCAR Consumer Sentiment Study, May 2015, “How worried are you about the following things....?” Very Worried n=2425 How worried are you about the following things? 6% 10% 11% 13% 13% 18% 20% 22%22% 23% 25%25%26% 30% Crime and violence Drugs Availability & affordability of energy prices Future terrorist attacks Un- employment Healthcare Quality and availability of education Illegal immigration Environ- ment The Federal Budget Federal spending deficit Affordability & availability of childcare Australian economy Worldwide economy
  16. 16. Source : SCAR Consumer Sentiment Study, May 2015, “How worried are you about the following things....?” Very worried June 2015 n=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 Different stages of life influence what people are worried about. Free as a Birds are less concerned about cost of living issues because these things don’t impact their lives to a great extent just yet. They are a generation that have only known credit and good times so are concerned more with things outside the home. Family Flocks are easily effected by day to day pressures as they manage mortgages, children and bills. Empty Nesters on the other hand are information oriented so are effected by issues in the community that they see as impacting on the ‘greater good’. 19% 20% 21% 24% 24%Crime and violence Unemployment Future terrorist attacks Environment Quality & availability of Education 23% 28% 28% 29% 29% Crime and violence Quality & availability of Education Availability & affordability of energy Drugs Healthcare 32% 33% 34% 37% 38%Drugs Crime and violence Illegal immigration Healthcare Future terrorist attacks
  17. 17. Source : SCAR Consumer Sentiment Study, June 2015, “How worried are you about the following things....?” Very Worried June 2013 n=4066 . October n=1128 June 2014 n=1434 October 2014 n=1689 May 2015 N=2425 These five issues have consistently been the top worries for Australians across our two years of Mood Monitor reports. Each issue fluctuates depending on current affairs and economic policy. However, only the issues that impact people’s hip pockets seem to influence their happiness and positivity. Availability & affordability of energy prices Crime & violence Healthcare Illegal immigration Unemployment
  18. 18. Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015, “What impact has the rising cost of ENERGY prices had on your household?” Major Impact June 2013 n=4063 October 2013 n=4056 June 2014 n=1422; October 2014 n=1689 Free as a Bird N=275 Family Flock n=403 Empty Nesters n=268; May 2015 N=2425 Free as a Bird N=548 Family Flock n=660 Empty Nesters n=257 In each of our Mood Monitor reports over the past two years we have seen that Australians are quite concerned about energy availability and prices. This issue has consistently been in the top 3 things people are worried about but the impact it is having on households has steadily been declining. It remains a major issue for 1 in 3 Family Flocks as this segment continues to feel the most pressure with the costs of living.
  19. 19. Source : SCAR Consumer Sentiment Study, June 2013, October 2013, June 2014, October 2014, May 2015 “What impact has the rising cost of food prices had on your household?” June 2013 n=4056 Family Flock n=1386; October 2013 n=1131 Family Flock n=288; June 2014 n=1422 Family Flock n=395; October 2014 n=1689 Family Flock n=403; May 2015 n=2425 Family Flock n=660 The impact of grocery prices lessened over the past 15 months but have just risen again. Marketing by Coles and Woolworths may have impacted on people’s perceptions of grocery prices going down – which may now not be resonating as well with grocery buyers. Coles has also had a stronger focus on Masterchef marketing during the survey period, which does not reinforce the ‘Down, Down’ position. Family Flocks are consistently impacted more by grocery prices than the other segments and have seen an upward swing again.
  20. 20. 0% 5% 10% 15% 20% 25% 30% 35% 40% Content Happy Positive Optimistic Excited Frustrated Concerned Anxious Pessimistic Angry Source : SCAR Consumer Sentiment Study, May 2015, “And just so we can narrow it down a little, from the following list, which word or words best describes your mood at the moment?” Family Flock over $100k HH Income n=225 Under $100k HH Income n=272 Family Flocks that have a household income over $100k seem to be living a lot more comfortably than those earning less – and this means they are generally more positive. The stress of financial worries seems to bring out more negative moods for those with a household income less than $100k as these families feel much more pressure from living costs such as food, energy and interest rates. How are Family Flocks feeling right now? HH Income under $100k HH Income over $100k
  21. 21. Historically, consumer sentiment can plummet at budget time but this year’s budget defied this trend. Whilst other measures of consumer sentiment showed a temporary rise and subsequent plummet in confidence, the mood of Australians has appeared to remain positive. Positivity scores remain at the highest levels we have seen since tracking began two years ago – and happiness levels are at their highest ever. As we discovered in our previous report, if Australians are feeling content with the basics in their life – shelter, food, family and employment – then other external worries are unlikely to impact on their happiness. Whilst money (or lack of it) is a universal worry for all Australians, regardless of their socioeconomic standing, crime and violence is the key worry at the moment. With more than half of Australians feeling confident that they won’t lose their jobs in the next few months, and 1 in 3 people believing they’ll be better off financially in the last half of 2015, it will be interesting to see whether this buoyant mood remains at the next Mood Monitor instalment.
  22. 22. The results of this survey are “INDICITIVE” ONLY The survey was conducted by Southern Cross Austereo using its online panel nationally. The panel is obtained from our radio networks database under the labels of ‘VIP’ on the hit Network and ‘Music Jury’ on the MMM Network. All members of these databases would be considered listeners to these stations. The database contains about 260,000 members. Of these, approximately 20,000 are a part of our online community. The is split between the hit VIP database and the Triple M database. Members of the entire database were asked to take part in the study, and over 2425 did so. Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR brands/words that first came to mind. A keyword search was used to sort and rank the responses to these questions. The results are an un-weighted sample, but are reflective of the Southern Cross Austereo Austereo audience. SCA brands reach approximately 40% of the 10+ population and approximately 46% of the 25-54 population in the five metropolitan markets in Australia, suggesting it would be reasonable to consider these results to be a fair if not fully balanced representation of the opinions in these marketplaces. Furthermore, as it is an online survey, the respondents would also be skewed towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to be a good early indication of brand leaders, trend setters and early adopters in general. These research surveys conducted by Austereo are done so to provide a general understanding of the opinions, interests and attitudes of the metropolitan marketplaces only. ICONS: http://www.flaticon.com/ PICTURES: https://www.flickr.com/creativecommons/ https://stocksnap.io/

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