New Zealand :Digital Landscape

Overview

1. Internet users2. Mobile users3. Social Media4. E-Commerce

http://www.newzealand.com/us/feature/abel-tasman-coast-track/

New Zealand : Overview

4,525,000 million people

• 3,994.2 million Internet users

• 88.2% : Internet penetration

• E-commerce Market Size : $3.1 Billion

http://www.euromonitor.com/new-zealand/country-factfile

New Zealand : Overview

http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

2013

Tablet

7%2012

19%

60%

Smartphone

33%

20132012

I. Internet Users

20% 19% 19% 18% 24%

15 - 24 24-34 35-44 45-54 55+

AGE DEMOGRAPHIC % BREAKDOWN % of online Kiwis

8,035,2008,164,800

50,4% 49.6%

I. Internet UsersWho are they ?

I. Internet UsersWhat are they doing

Source : http://econsultancy.com

Site Categories % Reach

Search/Navigation 97.5

Portals 97.0

Entertainment 96.9

Business/Finance 95.7

News/Information 95.5

Community 95.5

Social Networking 94.6

Technology 91.8

Directories/Resources 90.2

New Zealand’s Top Site Sites

% Reach Total uniqueVisitors (000)

Google Sites 94.0 2.664

Microsoft Sites 90.6 2.569

Yahoo! Sites 79.5 2.255

Facebook 78.8 2.235

Fairfax Media 68.2 1.934

Trade Me 58.9 1.670

APN News & Media 56.2 1.594

Wikimedia Foundation Sites

42.7 1.211

Apple 39.0 1.106

New Zealand’s Top Site Categories

New Zealand’s Top Site

I. Internet Users

Categories of Greatest Internet Use: Daily and Several Times a Day Internet

Users

Source : http://econsultancy.com

What are they doing

0

50

40

30

20

10

43%

News

20%

Fact Check

11%

Online Banking

11%

Product Information

49%

Browse Web

10%

Play Games

10%

Look Up Definition

10%

Download/Listen to Music

I. Internet Users

Source : http://econsultancy.com

What are they doing

I. Internet UsersRandom Fact

Nearly a third of New Zealand’s internet users (31.7%) have an annual household income greater than NZ$100,000.

Source : http://econsultancy.com

The number of internet users in New Zealand dropped by 2%between July 2011 and July 2012.

In New Zealand, internet page views grew by 22% between July 2011 and July 2012

In New Zealand, data usage grew by 46% between July 2011 and July 2012.

II. Mobile Users

Who are they ?

II. Mobile Users

II. Mobile Users

0

100

80

60

40

20

Smartphone Penetration

58%60%

55%

42%

33%29%

47%

40%

18 - 29 30 - 49 50 + All

Age

Source : Our Mobile Planet

How do they use their Smartphones ?

II. Mobile Users

III. Mobile UsersGeneral use

0

100

80

60

40

20

General Smartphone Activities

68%

Browsed the Internet

53%

Product Search

29%

Purchased a product /

service

67%

General search

64%

Accessed social network

49%

Download Mobile content

67%

Used an application

http://www.thinkwithgoogle.com/mobileplanet/en/

II. Mobile Users

0

100

80

60

40

20

Social Media

Frequency of social network visits on

smartphone

45%

Daily

19%

Weekly

7%

Monthly

6%

Less than monthly

17%

Never

http://www.thinkwithgoogle.com/mobileplanet/en/

II. Mobile UsersSocial Media

http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

II. Mobile Users

And What Mobile E-commerce?

II. Mobile UsersMobile commerce

• The mobile phone seeing plenty of usage as an on-the-spot research tool (much to the concern of local retailers), with consequences as the mobile-enabled consumer is now able to comparison-shop anytime, anywhere:

http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

II. Mobile UsersMobile commerce

… And there is a strong desire to do more

http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

II. Mobile UsersMobile commerce

• many consumers would rather get their information electronically than face to face:

http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

II. Mobile Users

0

100

80

60

40

20

24%

73%

Yes

Has ever purchased on smartphone

27%

No

73%

27%

6%8%14%

Barriers to purchasing on smartphone

Too complicated

Too expensive

Prefer to use computer/

laptop

Doesn’t secure

Payment is too complex

http://www.thinkwithgoogle.com/mobileplanet/en/

Mobile commerce

II. Mobile Users

0

50

40

30

20

10

21%18%

16%

Smartphone Influence on purchase decision

Intentionally take smartphone to

research products

Changed mind in store

purchase

Changed mind about online

purchase

Awareness of advertising on

smartphone

12%

20%

29%

25%

14%

All the times

Most of the time

Sometimes

Rarely

Never

Mobile commerce

http://www.thinkwithgoogle.com/mobileplanet/en/

III. Social Media

III. Social MediaMost Popular Social Sites

Source : http://econsultancy.com

• 57% of New Zealand internet users visit social networking sites at least monthly

Sites % Reach Total UniqueVisitors (000)

Social Media –Social

Networking

94.6 2.682

Facebook 78.8 2.235

Linkedin 18.1 513

Twitter 11.4 324

Tumblr 10.4 294

DeviantArt 7.3 206

Myspace 4.8 136

Goodreads 3.0 84

Weheartit 2.7 77

Pinterest 2.7 76

BEBO 2.7 75

New Zealand’s Top social Networking Sites

III. Social MediaSocial Commerce

Source : http://econsultancy.com – November 2011

• The most popular reason for New Zealander's to connect with brands online is to enter competitions and win prizes.

Motivation Fan

Competitions and Win prizes 331,475

Promotion or a special offer 118,442

Connect with a brand I’m passionate about

85,776

Get More Information about the brand

82,987

Acces Content Supplied by the Brand

82,203

Give Brands Input 70,031

Get Customer Service 63,946

Give Brands Input 50,483

Get Customer Service 49415

Don’t want to be bothered by brands

43,446

Why Zealanders Connect with Brands Online

III. Social MediaSocial Commerce

Source : http://econsultancy.com – Mars 2012

• 5 Gum Australia & NZ is New Zealand’s top brand on Facebook (in terms of fans).

Rank Brand Fan

1. 5 Gum Australia & NZ 331,475

2. Grab One 118,442

3. Lemon & Paeroa 85,776

4. MCDonald’s NZ 82,987

5. Air New Zealand 82,203

6. Coca-Cola New Zealand

70,031

7. Smoking not our future 63,946

8. 2Degrees Mobile 50,483

9. Canterbury of New Zealand

49415

10. Burger King NZ 43,446

Top New Zealand Brands on Facebook

IV. E-Commerce

IV. E-Commerce

Source : http://econsultancy.com

Market size and trends

Total Estimated Retail Sales : $54.24 Billion Predicted Growth by 2016 :

$5.37Billion (14.3%)

Average Spend per Shopper : $1.659

Total Online Expenditure :$3.19Billion

Total Estimated Offline Retail Sales : $51,05 Billion

5,9%

94.1%

Before shopping…

II. Mobile Users

IV. E-Commerce

http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/

Market size and trends

IV. E-CommerceMarket size and trends

http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/

IV. E-Commerce

Source : http://econsultancy.com

• With 19.8% reach,comparison shopping is the top retail category in New Zealand.

Market size and trends

While Shopping…

II. Mobile Users

IV. E-CommerceMarket size and trends

0

50

40

30

20

10

41.8%

24.9%

17.2% 16.3% 15.5%

10.2%8.8%

6.8% 6.7%

Entertainment and leisure

Fashion

Electronics

Reading Material

Food and beverages

Health and beauty

Home & GardenTravel Product

Fitness

What internet shoppers buy online

IV. E-Commerce

Source : http://econsultancy.com

• Amazon reaches 29.5% of the New Zealand population.

Market size and trends

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