New Zealand :
Digital Landscape
Overview
1. Internet users
2. Mobile users
3. Social Media
4. E-Commerce
http://www.newzea...
New Zealand : Overview
4,525,000 million people
• 3,994.2 million Internet users
• 88.2% : Internet penetration
• E-commer...
New Zealand : Overview
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
2013
Tablet
7%
2012
19%
60%
...
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% 4...
I. Internet Users
What are they doing
Source : http://econsultancy.com
Site Categories % Reach
Search/Navigation 97.5
Port...
I. Internet Users
Categories of Greatest Internet Use:
Daily and Several Times a Day Internet
Users
Source : http://econsu...
I. Internet Users
Source : http://econsultancy.com
What are they doing
I. Internet Users
Random Fact
 Nearly a third of New Zealand’s
internet users (31.7%) have an
annual household income gre...
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
Sou...
How do they use their
Smartphones ?
II. Mobile Users
III. Mobile Users
General use
0
100
80
60
40
20
General Smartphone
Activities
68%
Browsed the
Internet
53%
Product
Search
...
II. Mobile Users
0
100
80
60
40
20
Social Media
Frequency of social
network visits on
smartphone
45%
Daily
19%
Weekly
7%
M...
II. Mobile Users
Social Media
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
II. Mobile Users
And What Mobile E-
commerce?
II. Mobile Users
Mobile commerce
• The mobile phone seeing plenty of usage as an on-
the-spot research tool (much to the c...
II. Mobile Users
Mobile commerce
… And there is a strong desire to do more
http://marketingweek.co.nz/2013/05/new-zealand-...
II. Mobile Users
Mobile commerce
• many consumers would rather get their
information electronically than face to face:
htt...
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 purcha...
II. Mobile Users
0
50
40
30
20
10
21%
18%
16%
Smartphone Influence
on purchase decision
Intentionally take
smartphone to
r...
III. Social Media
III. Social Media
Most Popular Social Sites
Source : http://econsultancy.com
• 57% of New Zealand internet users
visit soc...
III. Social Media
Social Commerce
Source : http://econsultancy.com – November 2011
• The most popular reason
for New Zeala...
III. Social Media
Social Commerce
Source : http://econsultancy.com – Mars 2012
• 5 Gum Australia & NZ is New
Zealand’s top...
IV. E-Commerce
IV. E-Commerce
Source : http://econsultancy.com
Market size and trends
 Total Estimated
Retail Sales :
$54.24 Billion
 P...
Before shopping…
II. Mobile Users
IV. E-Commerce
http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/
Market size and trends
IV. E-Commerce
Market 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
...
While Shopping…
II. Mobile Users
IV. E-Commerce
Market 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 an...
IV. E-Commerce
Source : http://econsultancy.com
• Amazon reaches 29.5% of the
New Zealand population.
Market size and tren...
L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 8...
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New Zealand digital ecosystem by l'Atelier BNP Paribas

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New Zealand digital ecosystem by l'Atelier BNP Paribas

  1. 1. New Zealand : Digital Landscape Overview 1. Internet users 2. Mobile users 3. Social Media 4. E-Commerce http://www.newzealand.com/us/feature/abel-tasman-coast-track/
  2. 2. 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
  3. 3. New Zealand : Overview http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/ 2013 Tablet 7% 2012 19% 60% Smartphone 33% 20132012
  4. 4. I. Internet Users
  5. 5. 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 Users Who are they ?
  6. 6. I. Internet Users What 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 unique Visitors (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
  7. 7. 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
  8. 8. I. Internet Users Source : http://econsultancy.com What are they doing
  9. 9. I. Internet Users Random 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.
  10. 10. II. Mobile Users
  11. 11. Who are they ? II. Mobile Users
  12. 12. 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
  13. 13. How do they use their Smartphones ? II. Mobile Users
  14. 14. III. Mobile Users General 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/
  15. 15. 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/
  16. 16. II. Mobile Users Social Media http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
  17. 17. II. Mobile Users And What Mobile E- commerce?
  18. 18. II. Mobile Users Mobile 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/
  19. 19. II. Mobile Users Mobile commerce … And there is a strong desire to do more http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
  20. 20. II. Mobile Users Mobile commerce • many consumers would rather get their information electronically than face to face: http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
  21. 21. 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
  22. 22. 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/
  23. 23. III. Social Media
  24. 24. III. Social Media Most Popular Social Sites Source : http://econsultancy.com • 57% of New Zealand internet users visit social networking sites at least monthly Sites % Reach Total Unique Visitors (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
  25. 25. III. Social Media Social 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
  26. 26. III. Social Media Social 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
  27. 27. IV. E-Commerce
  28. 28. 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%
  29. 29. Before shopping… II. Mobile Users
  30. 30. IV. E-Commerce http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/ Market size and trends
  31. 31. IV. E-Commerce Market size and trends http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/
  32. 32. 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
  33. 33. While Shopping… II. Mobile Users
  34. 34. IV. E-Commerce Market 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 & Garden Travel Product Fitness What internet shoppers buy online
  35. 35. IV. E-Commerce Source : http://econsultancy.com • Amazon reaches 29.5% of the New Zealand population. Market size and trends
  36. 36. L’Atelier Management Consulting (Shanghai) Ltd. Cloud Nine Plaza, 9/F 1118, West Yan'an Road | 200052 Shanghai | China T 86 21 62 81 85 33 | www.atelier.net asia@mail.atelier.net
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