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.

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…

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.

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.

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

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.

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.

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.

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

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.

“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

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”

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”

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?

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

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

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

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.

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.

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

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.

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.

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