The Digital Universe - New Zealand
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Roy Morgan Research has been tracking digital media, like Facebook, for more than ten years. But as more technologies emerge and are adopted with ever increasing rapidity by the new Connected Consumer’ the time has come to connect all the dots. The Digital Universe is a new module available in Roy Morgan Single Source which connects the myriad of digital touch points, providing a 360 degree view of the new Digital Universe and how the exponentially expanding range of touch points is affecting New Zealanders’ daily lives – their media consumption, shopping habits, socialisation and expectations.
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The Digital Universe - New Zealand
- 3. SMARTPHONE PENETRATION 31% 68% OF SMARTPHONE OWNERS ACCESSED THE INTERNET VIA MOBILE PHONE (752,000) INCREASED 99% IN THE LAST 12 MONTHS
- 4. 2 MILLION (56%) NEW ZEALANDERS USE FACEBOOK COMPARED 5.7% USED TWITTER 31% INCREASE OVER THE LAST 12 MONTHS
- 5. 27% OF SMARTPHONE OWNERS USE THEIR MOBILE FOR SOCIAL NETWORKING BUT ONLY 11% OF NEW ZEALANDERS WITH SMARTPHONES VISITED TWITTER IN THE LAST 4 WEEKS.
- 6. DIGITAL NEWSPAPER CONSUMPTION, HAS INCREASED 112% 112% IN THE PAST 5 YEARS. DRIVING TOTAL MASTHEAD READERSHIP
- 7. 72% OF 18-24 YEAR OLD MALES STREAM VIDEO CONTENT ONLINE 7% OF THESE NEVER WATCH COMMERCIAL TV
- 9. 57% OF NEW ZEALANDERS VISITED TRADEME 55% BOUGHT FROM WAREHOUSE IN THE LAST 4 WEEKS
- 10. 19% OF NEW ZEALANDERS USED ONLINE PAYMENT (e.g.PAYPAL) COMPARED TO 30% WHO USED THEIR CREDIT CARD ONLINE
- 11. 36% OF NEW ZEALANDERS WENT ONLINE TO PAY HOUSEHOLD BILLS IN THE LAST 12 MONTHS COMPARED TO ONLY 10% USING CASH AND 17% USING CHEQUES
- 15. Mobile Social Networking 260,000 SMARTPHONE OWNERS USE THEIR MOBILE PHONE FOR SOCIAL NETWORKING TECHNOLOGY EARLY ADOPTERS WITH A SMARTPHONE ARE 39% MORE LIKELY
- 17. Cosmetics & Social Media MAC CUSTOMERS ARE 5X AS LIKELY AS ELIZABETH ARDEN CUSTOMERS TO USE TWITTER 10% OF BOTH MAC & ELIZABETH ARDEN CUSTOMERS ARE ON GOOGLE+
- 18. Trusted Advisers – The Social Media Multiplier Effect COMPARED TO THE AVERAGE NEW ZEALANDER 73 % MORE LIKELY 89 % MORE LIKELY 97 % MORE LIKELY 120 % MORE LIKELY FINANCE FASHION HOME MOBILE PHONE TO USE BUSINESS TO CREATE OR ENTERTAINMENT TO USE A NETWORKING MANAGE A TO VIEW OR CHAT ROOM SITES (EG.LINKED ONLINE CONTRIBUTE TO IN) JOURNAL OR ONLINE FORUMS BLOG
- 21. Those who use internet banking do so 1.25 times per week on average
- 26. Online Vs Offline 20% OF ONLINE PURCHASERS SHOP IN STORES LESS OFTEN OFFLINE RETAILERS ARE LOSING ONLINE SHOPPERS
- 27. Online Shopping $5.6 BILLION SPENT SHOPPING ONLINE NEW ZEALANDERS IN THE LAST 12 MONTHS
- 30. People Travelling in the last 12 Months $1.5b SPENT ON TRAVEL & ACCOMMODATION ONLINE 22% USED THE INTERNET TO PLAN THEIR LAST TRIP 42% BOOKED THEIR LAST TRIP ONLINE
- 31. Window Shopping 49% RESEARCHED ONLINE BUT BOUGHT OFFLINE 11% USED A PRICE COMPARISON WEBSITE 13% HAVE READ AN ONLINE CATALOGUE
- 32. Social Media and The Path to Purchase 12% READ RATING & REVIEWS ONLINE ONLY 4% HAVE POSTED A REVIEW ONLY 1.4% OF NEW ZEALANDERS SAY THEY HAVE PURCHASED AS A DIRECT RESULT OF ADVICE FROM A SOCIAL NETWORK
- 33. Smartphones and The Path to Purchase 8% RESEARCHED ON THEIR SMARTPHONE 2.4% OF SMARTPHONE OWNERS HAVE PURCHASED SOMETHING VIA THEIR MOBILE IN THE LAST 4 WEEKS
- 34. New Car Buyers 39% USE THE INTERNET TO CHECK OR GET QUOTE 43% checked vehicle features online 19% used internet to locate a dealer
- 35. Local Area Marketing 49% OF SMARTPHONE OWNERS OFTEN REDEEM COUPONS IN THE PAST 12 MONTHS 31% have used GPS services 7% have used QR code reader
- 36. The New Battlefield for Retail 58% ‘NOT COMFORTABLE’ USING CREDIT CARDS ONLINE 2 out of 3 online shoppers ‘only buy from online retailers they know’ 27% of online shoppers ‘only buy from New Zealand online stores’
- 37. Trademe Dominates Online Shopping TRADE ME 2M VISITORS WAREHOUSE 1.95M SHOPPERS
- 41. News 71% OF NEW ZEALANDERS WHO HAVE ACCESS NEWS OR READ A NEWSPAPER ONLINE ALSO HAVE READ PRINT NESPAPERS IN THE LAST 7 DAYS 32% OF NEW ZEALANDERS WHO HAVE READ PRINT NEWSPAPER IN THE LAST 7 DAYS ALSO ACCESS NEWS OR NEWSPAPERS ONLINE
- 46. The Smartphone as a Multi-Media Device 31% (1.1M) OWN A SMARTPHONE THIS GROWING 17% ACCESSED, USED OR RECEIVED NEWS CONTENT ON THEIR SMARTPHONE IN THE LAST 4 WEEKS 14% STREAM/DOWNLOADED RADIO OR MUSIC, AND 19% STREAM/DOWNLOAD VIDEO CONTENT ON THEIR SMARTPHONE