IN FOCUS: Your New Zealand customers

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Australian consumers are one of the leading adopters of mobile technology and social media.

But it turns out our nearest neighbour is in on the act too, according to Roy Morgan Research chief Michele Levine.

Levine presented the latest New Zealand State of the Nation in Auckland yesterday, with a special spotlight on media and technology.

Key findings of the presentation include:

The New New Zealand – Smartphones Now Mainstream

  • Not only do over three in four New Zealanders now have a smartphone (76%), but the majority of all types of people now carry this multi-media device in their pockets or purses, as revealed by the national Helix Personas psychographic segmentation tool.
  • New Zealanders rely on smartphones—and the device’s inherent portability, multi-functionality and 24/7 internet-connectivity is driving consumers’ desire (and expectation) to access everything ‘on demand’.
  • Only a few years ago, it was predominantly only ‘early adopters’ and the ‘professional mainstream’ who owned a smartphone; now, even most ‘technophobes’ – including most Kiwis aged 65 and older – are using the device.
  • 40% of smartphone owners say they ‘can’t live without’ their mobile phones, and a majority of say they now need the device: to juggle work and personal life (61%); when travelling overseas (58%); for personal security (56%); or to access the internet (54%).

Most Kiwis Now Visit YouTube

  • Last week, YouTube launched its premium Red service in New Zealand, and said the target market is the under-35s. Roy Morgan data shows 69% of Kiwis aged 14-24 and 56% of 25-34 year-olds visit YouTube in an average four weeks. Overall, 50% of New Zealanders visited YouTube in an average four weeks in 2015.

More Time with Media Than Ever 

  • 92% of Kiwis say the internet is their preferred media to use at least once on a normal weekday—and 22% use the internet all weekday: from breakfast to midmorning, lunch to afternoon, through to dinner and after dinner.
  • Time spent with traditional everyday media of TV and Radio has declined since 2012, but this time has been more than compensated by internet usage. The average Kiwi spends a cumulative 8.5 hours on a normal weekday with TV, Radio and Internet (which includes ‘multi-media’ time such as online browsing while watching TV or listening to the radio)—up from 7.5 hours combined in 2012. And this is all due to the internet, which added 101 minutes a day to media consumption even as consumers tuned out of 37 minutes worth of TV and Radio.
  • With all this extra time spent using media, the proportion of Kiwis who say there are ‘not enough hours in the day’ has also gone up: from 59% in 2012 to 67% last year. And the more internet usage, the more consumers feel the day is too short. 71% of heavy internet users (who are online for 35 or more hours a week) agree there aren’t enough hours in the day, compared with only 64% of people online for only up to 15 hours a week.
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