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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.

Published in: Business
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The Digital Universe - New Zealand

  1. 1. SMARTPHONE PENETRATION 31%68% OF SMARTPHONE OWNERS ACCESSEDTHE INTERNET VIA MOBILE PHONE (752,000)INCREASED 99% IN THE LAST 12 MONTHS
  2. 2. 2 MILLION (56%) NEW ZEALANDERSUSE FACEBOOKCOMPARED 5.7% USED TWITTER31% INCREASE OVER THE LAST 12 MONTHS
  3. 3. 27% OF SMARTPHONE OWNERSUSE THEIR MOBILE FOR SOCIAL NETWORKINGBUT ONLY 11% OF NEW ZEALANDERS WITHSMARTPHONESVISITED TWITTER IN THE LAST 4 WEEKS.
  4. 4. DIGITAL NEWSPAPER CONSUMPTION, HAS INCREASED112% 112% IN THE PAST 5 YEARS. DRIVING TOTAL MASTHEAD READERSHIP
  5. 5. 72% OF 18-24 YEAR OLD MALESSTREAM VIDEO CONTENT ONLINE7% OF THESE NEVER WATCH COMMERCIAL TV
  6. 6. 57% OF NEW ZEALANDERSVISITED TRADEME55% BOUGHT FROM WAREHOUSE IN THE LAST 4WEEKS
  7. 7. 19% OF NEW ZEALANDERS USEDONLINE PAYMENT (e.g.PAYPAL)COMPARED TO 30% WHO USED THEIR CREDIT CARD ONLINE
  8. 8. 36% OF NEW ZEALANDERSWENT ONLINE TO PAYHOUSEHOLD BILLSIN THE LAST 12 MONTHSCOMPARED TO ONLY 10% USING CASH AND 17% USING CHEQUES
  9. 9. Mobile Social Networking260,000 SMARTPHONE OWNERSUSE THEIR MOBILE PHONE FOR SOCIAL NETWORKINGTECHNOLOGY EARLY ADOPTERS WITH A SMARTPHONE ARE 39% MORE LIKELY
  10. 10. Cosmetics & Social Media MAC CUSTOMERS ARE 5X AS LIKELY AS ELIZABETH ARDEN CUSTOMERS TO USE TWITTER10% OF BOTH MAC & ELIZABETH ARDEN CUSTOMERS ARE ON GOOGLE+
  11. 11. 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 PHONETO USE BUSINESS TO CREATE OR ENTERTAINMENT TO USE A NETWORKING MANAGE A TO VIEW OR CHAT ROOMSITES (EG.LINKED ONLINE CONTRIBUTE TO IN) JOURNAL OR ONLINE FORUMS BLOG
  12. 12. Those who use internet banking do so 1.25 times per week on average
  13. 13. Online Vs Offline20% OF ONLINE PURCHASERSSHOP IN STORES LESS OFTEN OFFLINE RETAILERS ARE LOSING ONLINE SHOPPERS
  14. 14. Online Shopping$5.6 BILLION SPENTSHOPPING ONLINENEW ZEALANDERS IN THE LAST 12 MONTHS
  15. 15. 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
  16. 16. Window Shopping49% RESEARCHED ONLINE BUT BOUGHT OFFLINE 11% USED A PRICE COMPARISON WEBSITE 13% HAVE READ AN ONLINE CATALOGUE
  17. 17. Social Media and The Path to Purchase 12% READ RATING & REVIEWS ONLINE ONLY 4% HAVE POSTED A REVIEWONLY 1.4% OF NEW ZEALANDERS SAY THEY HAVE PURCHASED AS A DIRECT RESULT OF ADVICE FROM A SOCIAL NETWORK
  18. 18. Smartphones and The Path to Purchase8% RESEARCHED ONTHEIR SMARTPHONE 2.4% OF SMARTPHONE OWNERS HAVE PURCHASEDSOMETHING VIA THEIR MOBILE IN THE LAST 4 WEEKS
  19. 19. New Car Buyers39% USE THE INTERNET TO CHECK OR GET QUOTE 43% checked vehicle features online 19% used internet to locate a dealer
  20. 20. Local Area Marketing49% OF SMARTPHONE OWNERS OFTEN REDEEM COUPONS IN THE PAST 12 MONTHS 31% have used GPS services 7% have used QR code reader
  21. 21. 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’
  22. 22. Trademe Dominates Online Shopping TRADE ME 2M VISITORSWAREHOUSE 1.95M SHOPPERS
  23. 23. News71% 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 THELAST 7 DAYS ALSO ACCESS NEWS OR NEWSPAPERS ONLINE
  24. 24. The Smartphone as a Multi-Media Device 31% (1.1M) OWN ASMARTPHONE THIS GROWING17% 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
  25. 25. www.thedigitaluniverse.com.au

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