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Digital Life New Zealand 2011

Digital Life New Zealand 2011 Discover how Kiwis live online - summary


Digital Life New Zealand 2011 Low engagement online for NZ – Kiwis can be summarised as ‘voyeurs’ in the online world Highly engaged users* *commenting on/ writing blogs, commenting on social networks, reviewing products, writing comments about brands and general online interaction

Country

%

Country

%

Country

%

Country

%

1.Egypt

56%

13.Italy

47%

25.USA

43%

37.Netherlands

33%

2.S Arabia

56%

14.Poland

46%

26.Tanzania

42%

38.Philippines

32%

3.China

54%

15.Thailand

46%

27.S Korea

42%

39.Norway

30%

4.Malaysia

53%

16.Argentina

45%

28.Portugal

40%

40.Sweden

27%

5.Turkey

52%

17.Vietnam

45%

29.Mexico

40%

41.Luxemburg

27%

6.S Africa

51%

18.Uganda

44%

30.Greece

38%

42.Finland

26%

7.Kenya

51%

19.Israel

44%

31.Canada

37%

43.Estonia

26%

8.Morocco

51%

20.Hong Kong

44%

32.Spain

37%

44.Denmark

25%

9.UAE

50%

21.UK

43%

33.Austria

36%

45.Indonesia

24%

10.Brazil

48%

22.Nigeria

43%

34.Belgium

36%

46.New Zealand

23%

11.France

48%

23.India

43%

35.Germany

36%

47.Japan

20%

12.Singapore

47%

24.Russia

43%

36.Australia

35%

BASE: NZ Internet users aged 16 to 60, n=1,027 (global n=48,804) DATE: October 2010 SOURCE: Research International New Zealand


Digital Life New Zealand 2011 Digital is the leading media channel at a daily level among online users and while higher among younger groups, it is still solid across age bands

68

Digital

60

TV

%

52

Radio

26

Newspaper

Magazine

7

Aus

Global

Daily use of media channel

(61) [63]

(54) [68]

Male

66

Female

70

16-20

70

(36) [48]

(32) [22]

(14)

BASE: NZ Internet users aged 16 to 60, n=1,027 (global n=48,804) DATE: October 2010 SOURCE: Research International New Zealand

[7]

21-24

78

25-34

74

35-44

61

45-60

65


Digital Life New Zealand 2011

24

Social media activities %

Answered a poll

50

Played games

45

Clicked on an ad

35

37

40 Taken comments into account when buying products

18

28

Connected to a brand

42

26

Searched for products or services 15 15

58

25

Written positive comments about products or services

24

Added applications

72

18 Written negative comments about products or services

12

14

75

Joined employee group of a company 13

28

34 38

NO 56%

SEARCHED A PRODUCT AFTER SEEING AD ON TV

YES 44%

Number of social media connections BRANDS

Watch TV and surf web simultaneously

16 9

136

Total BASE: NZ Internet users aged 16 to 60, n=1,027 DATE: October 2010 SOURCE: Research International New Zealand

8

10

9

232

PEOPLE

IM PHOTO

Never

%

49

UPLOAD UPLOAD TWEET WRITE

BLOG TWITTER VIDEO

At least weekly

MESSAGE USE

SOCIAL MEDIA

Online activities

148

126

204

7

5

4

156 93

56

Male Female 16-20 21-24 25-34 35-44 45-60


Digital Life New Zealand 2011 Online users are generally ambivalent towards brands. The only activities where brands have a net negative impact are email, admin and gaming Attitudes to brand interaction within each online activity

See next page for descriptions of each online activity

Open to brands

22

18

23

21

18

12

27

29

14

23

27

19

15

22

%

Find brands intrusive

19

30

BASE: NZ Internet users aged 16 to 60, n=1,027 DATE: October 2010 SOURCE: Research International New Zealand

13

26

14

20

13

27


Digital Life New Zealand 2011 More detail than ever Discover the needs around online activities Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating

Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines

Personal email account. Checking inbox, writing and composing email messages

Keeping up to date with current affairs, sports, culture and the weather

Source general information & learn online. Includes: ‘googling’ online encyclopaedias and self educating online etc

Specialty websites that help you pursue your personal interests & hobbies or a blog/forum you read or write

Planning & organising your life online, including journey planners, using maps services

Watching video, listening to music or radio streaming or watching ondemand TV programs

Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc

Games you play on or via the Internet, either single-player games or multi-player games (not via a console)

Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or services


Digital Life New Zealand 2011 More detail than ever Online segments for consumer targeting

Your current market can be segmented in this manner by using our core set of segmentation questions

INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

COMMUNICATIORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college. KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing. NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online. ASPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.


Digital Life New Zealand 2011

Tony Patrick– Director Client Service Research International New Zealand t.patrick@research-int.com +64 9 9666 407 @tony_patrick


Digital Life NZ 2010