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

3. 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.

4. 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…

5. 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.

6. 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.

7. 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

8. 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.

9. 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.

10. 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.

11. 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

12. 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.

13. “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

14. 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”

15. 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”

17. 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?

18. 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

19. 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

20. 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

21. 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.

22. 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.

23. 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

24. 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.

25. 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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