How Digital is New Zealand in 2013

1. Digital New Zealand
Results
Conducted by Perceptive on behalf of JWT New Zealand
April 2013

2. Methodology
Perceptive conducted a nationwide online survey of n=730 New Zealanders aged 18 years and over.
The survey replicated questions from previous JWT research conducted across the USA and UK.
This report includes analysis of New Zealanders digital habits across a range of activities, including
segmentation by the following variables:
• Generational, defined as:
–– Silents: born pre 1946
–– Boomers: born 1946-1964
–– Gen X: born 1965-1982
–– Millennials / Gen Y: 1983-2000 (and 2000 onwards)
• Level of digital engagement, where segments were defined by US study:
–– Firmly in the past
–– Dabbling with digital
–– On their way to digital
–– Hardcore digital
Analysis around the level of digital engagement also includes information on demographic skews
present within each segment, indicating where a demographic is overly represented compared to
its relative size in the total sample.

3. How digital are they?
MILLENNIALS
Firmly in the Past
Dabbling with Digital
On Their Way to Digital
Hard Core Digital
GEN XERS
Firmly in the Past
Dabbling with Digital
On Their Way to Digital
Hard Core Digital
BOOMERS
Firmly in the Past
Dabbling with Digital
On Their Way to Digital
Hard Core Digital
SILENTS
Firmly in the Past
Dabbling with Digital
On Their Way to Digital
Hard Core Digital

4. Activities undertaken
in past 12 months
by level of digital engagement

5. Paid a bill
Read the news
Sent a message, note or letter to someone
Watched a TV show
Listened to music
Showed someone pictures
Bought gifts for someone
Researched a product before buying it
Bought clothing
Listened to the radio
Watched a movie at home
Bought groceries
Played a game
Read a book
Read a magazine
Bought a book
Bought consumer electronics
Bought music
Networked with people for your career
Attended a class/took a course
Tried to meet someone new
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Activities in past 12 months - total
Total n=730
94%
92%
89%
88%
85%
82%
82%
81%
78%
78%
78%
73%
72%
72%
68%
66%
58%
48%
41%
33%
24%

6. Activities in past 12 months
60%
89%
100%
100%
47%
80%
88%
100%
31%
74%
88%
88%
31%
87%
96%
100%
45%
88%
98%
100%
66%
95%
98%
17%
41%
74%
100%
100%
Watching TV show
Reading news
Reading books
Listening to the radio
Listening to music
Gift shopping
Buying music
Firmly in the Past n=99 Dabbling with Digital n=411 On Their Way to Digital n=212 Hard Core Digital n=8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7. Activities in past 12 months
27%
66%
83%
88%
26%
87%
99%
100%
64%
90%
97%
100%
69%
98%
99%
100%
33%
73%
90%
88%
30%
82%
100%
11%
18%
40%
75%
100%
Buying books
Showing someone pictures
Sending a message
Paying bills
Playing games
Researching products
Meeting someone new
Firmly in the Past n=99 Dabbling with Digital n=411 On Their Way to Digital n=212 Hard Core Digital n=8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

8. Activities in past 12 months
7%
28%
53%
75%
31%
79%
96%
100%
34%
68%
84%
88%
12%
56%
81%
100%
34%
83%
89%
100%
39%
78%
81%
9%
34%
68%
100%
88%
Attending class/took course
Watching movie at home
Reading magazine
Buying consumer electronics
Buying clothing
Buying groceries
Networking for career
Firmly in the Past n=99 Dabbling with Digital n=411 On Their Way to Digital n=212 Hard Core Digital n=8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9. Activities undertaken
in past 12 months –
online or offline
by level of digital engagement

10. Watching TV Shows
Listening to the radio
Reading books
Gift shopping
Listening to music
Reading news
Buying music
Buying books
Showing photos
Sending a message
Paying bills
Playing games
Researching products
DEMOGRAPHIC SKEWS: Silents, Male, No formal qualifications, up to $30k income 3+4 (Digital)
1+2 (Physical)
Firmly in the past; sample size n=99
Firmly in the past

11. Firmly in the past
DEMOGRAPHIC SKEWS: Silents, Male, No formal qualifications, up to $30k income 3+4 (Digital)
1+2 (Physical)
Firmly in the past; sample size n=99
Meeting someone new
Attending class/took course
Watching movie at home
Reading magazine
Buying consumer electronics
Buying clothing
Buying groceries
Networking for career

12. Watching TV Shows
Listening to the radio
Reading books
Gift shopping
Listening to music
Reading news
Buying music
Buying books
Showing photos
Sending a message
Paying bills
Playing games
Researching products
Dabbling with digital
DEMOGRAPHIC SKEWS: Boomers and Silents, Female, Level 1 and 2 cert, $30 – 40K income 3+4 (Digital)
1+2 (Physical)
Dabbling with Digital; sample size n=411

13. Dabbling with digital
DEMOGRAPHIC SKEWS: Boomers and Silents, Female, Level 1 and 2 cert, $30 – 40K income 3+4 (Digital)
1+2 (Physical)
Dabbling with Digital; sample size n=411
Meeting someone new
Attending class/took course
Watching movie at home
Reading magazine
Buying consumer electronics
Buying clothing
Buying groceries
Networking for career

14. Watching TV Shows
Listening to the radio
Reading books
Gift shopping
Listening to music
Reading news
Buying music
Buying books
Showing photos
Sending a message
Paying bills
Playing games
Researching products
On their way to digital
DEMOGRAPHIC SKEWS: Millennials, Male, Masters degree, $130K+ income 3+4 (Digital)
1+2 (Physical)
On Their Way to Digital; sample size n=212

15. On their way to digital
DEMOGRAPHIC SKEWS: Millennials, Male, Masters degree, $130K+ income 3+4 (Digital)
1+2 (Physical)
On Their Way to Digital; sample size n=212
Meeting someone new
Attending class/took course
Watching movie at home
Reading magazine
Buying consumer electronics
Buying clothing
Buying groceries
Networking for career

16. Watching TV Shows
Listening to the radio
Reading books
Gift shopping
Listening to music
Reading news
Buying music
Buying books
Showing photos
Sending a message
Paying bills
Playing games
Researching products
Hard core digital
DEMOGRAPHIC SKEWS: Millennials, Male, Level 6 diploma, $30-40K income 3+4 (Digital)
1+2 (Physical)
Firmly in the past; sample size n=99

17. Hard core digital
DEMOGRAPHIC SKEWS: Millennials, Male, Level 6 diploma, $30-40K income 3+4 (Digital)
1+2 (Physical)
Firmly in the past; sample size n=99
Meeting someone new
Attending class/took course
Watching movie at home
Reading magazine
Buying consumer electronics
Buying clothing
Buying groceries
Networking for career

18. Digital vs physical
by level of digital engagement

19. Choose digital
Percep&ve
|
No
part
of
this
document
is
to
be
reproduced
or
disclosed
to
third
par&es
Choose
digital
19
Firmly in the past
n=99
Dabbling with
digital n=411
On their way to
digital n=212
Hard core digital
n=8
Total n=730
It’s faster 65% 78% 82% 63% 77%
It’s easier 54% 77% 83% 63% 75%
It fits better with my schedule 46% 70% 78% 75% 69%
It’s cheaper 26% 47% 67% 38% 50%
It better matches my needs,
wants and likes
15% 31% 49% 75% 34%
I don't have to interact with
another person
16% 19% 24% 50% 20%
It feels more comfortable 12% 12% 22% 38% 15%
It helps me connect better 12% 11% 15% 25% 12%
It’s a better experience 9% 7% 20% 50% 12%
It's better quality 8% 6% 11% 38% 8%
It makes me feel good 8% 4% 7% 50% 6%
It’s how I’ve always done it 8% 4% 6% 25% 6%
It’s more meaningful 5% 2% 2% 13% 3%
It’s worth more 3% 2% 1% 0% 2%
It’s more authentic 1% 1% 1% 38% 2%
None of the above 6% 3% 1% 0% 3%

20. Choose physical
Percep&ve
|
No
part
of
this
document
is
to
be
reproduced
or
disclosed
to
third
par&es
Choose
physical
20
Firmly in the past
n=99
Dabbling with
digital n=411
On their way to
digital n=212
Hard core digital
n=8
Total n=730
It’s a better experience 29% 49% 45% 50% 45%
It’s more authentic 28% 42% 43% 38% 41%
It’s more meaningful 27% 43% 38% 38% 39%
It better matches my needs,
wants and likes
24% 42% 29% 38% 36%
It helps me connect better 21% 37% 38% 25% 35%
It’s how I’ve always done it 38% 36% 26% 25% 33%
It feels more comfortable 21% 37% 25% 50% 32%
It makes me feel good 29% 30% 25% 13% 28%
It's better quality 18% 23% 26% 0% 23%
It’s easier 19% 22% 17% 13% 20%
It fits better with my schedule 16% 14% 13% 0% 14%
It’s faster 9% 14% 15% 0% 13%
It’s worth more 12% 12% 8% 13% 11%
It’s cheaper 10% 11% 9% 0% 10%
I don't have to interact with
another person
3% 3% 3% 13% 3%
None of the above 9% 4% 5% 13% 5%

21. Technology
by level of digital engagement

22. I like buying the latest technology products
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Disagree
Neutral
Agree
Total n=730
Firmly in the Past n=99
Dabbling with Digital n=411
On Their Way to Digital n=212
Hard Core Digital n=8
36% 27% 37%
20%
30%
56%
63%
44%
27%
19%
25%
35%
42%
25%
13%

23. If I wanted to purchase a certain technology
device, I would buy the newest one available
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Disagree
Neutral
Agree
Total n=730
Firmly in the Past n=99
Dabbling with Digital n=411
On Their Way to Digital n=212
Hard Core Digital n=8
31% 24% 45%
35%
43%
53%
88%
40%
21%
22%
13%
24%
36%
25%

24. I like to purchase the latest technology
products before others do
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Disagree
Neutral
Agree
Total n=730
Firmly in the Past n=99
Dabbling with Digital n=411
On Their Way to Digital n=212
Hard Core Digital n=8
66% 22% 12%
13%
7%
21%
38%
31%
18%
24%
38%
56%
75%
55%
25%

25. When I see a new technology product,
I often buy it because it is new
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Disagree
Neutral
Agree
Total n=730
Firmly in the Past n=99
Dabbling with Digital n=411
On Their Way to Digital n=212
Hard Core Digital n=8
69% 19% 12%
11%
8%
18%
50%
31%
16%
19%
13%
58%
76%
63%
38%

26. Devices owned
Percep&ve
|
No
part
of
this
document
is
to
be
reproduced
or
disclosed
to
third
par&es
Devices
owned
26
Firmly in the past
n=99
Dabbling with
digital n=411
On their way to
digital n=212
Hard core digital
n=8
Total n=730
Digital camera 72% 90% 89% 88% 87%
Paper stationery 68% 85% 81% 75% 81%
Photo albums 67% 84% 79% 75% 80%
Laptop 57% 79% 86% 88% 78%
Mobile phone 68% 77% 75% 63% 75%
Wristwatch 59% 72% 69% 50% 69%
Desktop computer 59% 65% 59% 75% 63%
Smartphone 35% 57% 76% 63% 60%
iPod or other portable music
player
28% 52% 75% 88% 55%
Cassette tapes 42% 52% 44% 50% 48%
Vinyl records 33% 46% 37% 63% 42%
Gaming console (e.g., Xbox,
PS3, Wii)
34% 37% 49% 63% 41%
Tablet (e.g., iPad, Kindle Fire) 21% 35% 47% 50% 37%
Record player/turntable 23% 34% 27% 75% 31%
E-reader (e.g., Kindle, Nook) 11% 19% 32% 25% 22%
Typewriter 4% 8% 8% 38% 8%
None of these 1% 0% 0% 13% 0%

27. Demographics
by level of digital engagement

28. Firmly in the past
Generation Region Highest achieved education level
Silents 12% Northland 0% No formal qualification 20%
Boomers 36% Auckland 26% Level 1 certificate 3%
Gen X 43% Waikato 12% Level 2 certificate 5%
Millennials 8% Bay of Plenty 7% Level 3 certificate 12%
Gisborne 0% Level 4 certificate 12%
Gender Hawke’s Bay 2% Level 5 diploma 6%
Male 49% Taranaki 0% Level 6 diploma 15%
Female 51% Manawatu-Wanganui 10% Bachelor degree and level 7 qualification 18%
Wellington 12% Post-graduate and honours degrees 6%
Total household income Other North Island 2% Masters degree 2%
Up to $30,000 24% West Coast 0% Doctorate degree 0%
$30,001 - $50,000 12% Canterbury 13%
$50,001 - $70,000 17% Otago 11%
$70,001 - $100,000 28% Southland 1%
$100,001 - $130,000 7% Tasman/ Nelson/ Marlborough 3%
Over $130,000 11% Other South Island 0%
Ethnicity Area
New Zealand European 85% City or urban 45%
Mäori 5% Suburbs 22%
Samoan 0% Small town 20%
Cook Island Maori 0% Rural location 12%
Tongan 0%
Niuean 0%
Chinese 3%
Indian 2%
Rather not say 3%
Other 0%

29. Dabbling with digital
Generation Region Highest achieved education level
Silents 7% Northland 3% No formal qualification 12%
Boomers 41% Auckland 36% Level 1 certificate 3%
Gen X 37% Waikato 9% Level 2 certificate 5%
Millennials 15% Bay of Plenty 7% Level 3 certificate 9%
Gisborne 0% Level 4 certificate 11%
Gender Hawke's Bay 3% Level 5 diploma 7%
Male 38% Taranaki 2% Level 6 diploma 11%
Female 62% Manawatu-Wanganui 6% Bachelor degree and level 7 qualification 24%
Wellington 11% Post-graduate and honours degrees 13%
Total household income Other North Island 2% Masters degree 5%
Up to $30,000 15% West Coast 0% Doctorate degree 0%
$30,001 - $50,000 21% Canterbury 9%
$50,001 - $70,000 16% Otago 7%
$70,001 - $100,000 23% Southland 2%
$100,001 - $130,000 15% Tasman/ Nelson/ Marlborough 3%
Over $130,000 11% Other South Island 0%
Ethnicity Area
New Zealand European 84% City or urban 45%
Mäori 6% Suburbs 28%
Samoan 1% Small town 15%
Cook Island Maori 0% Rural location 11%
Tongan 0%
Niuean 0%
Chinese 3%
Indian 2%
Rather not say 1%
Other 0%

30. On their way to digital
Generation Region Highest achieved education level
Silents 2% Northland 2% No formal qualification 6%
Boomers 26% Auckland 43% Level 1 certificate 1%
Gen X 42% Waikato 4% Level 2 certificate 2%
Millennials 30% Bay of Plenty 4% Level 3 certificate 10%
Gisborne 1% Level 4 certificate 9%
Gender Hawke's Bay 4% Level 5 diploma 4%
Male 42% Taranaki 2% Level 6 diploma 11%
Female 58% Manawatu-Wanganui 3% Bachelor degree and level 7 qualification 34%
Wellington 13% Post-graduate and honours degrees 14%
Total household income Other North Island 1% Masters degree 8%
Up to $30,000 12% West Coast 0% Doctorate degree 0%
$30,001 - $50,000 14% Canterbury 10%
$50,001 - $70,000 20% Otago 8%
$70,001 - $100,000 18% Southland 1%
$100,001 - $130,000 17% Tasman/ Nelson/ Marlborough 2%
Over $130,000 19% Other South Island 0%
Ethnicity Area
New Zealand European 83% City or urban 46%
Mäori 8% Suburbs 30%
Samoan 0% Small town 16%
Cook Island Maori 0% Rural location 8%
Tongan 0%
Niuean 0%
Chinese 3%
Indian 2%
Rather not say 2%
Other 0%

31. Hard core digital
Generation Region Highest achieved education level
Silents 0% Northland 0% No formal qualification 0%
Boomers 13% Auckland 88% Level 1 certificate 0%
Gen X 38% Waikato 0% Level 2 certificate 0%
Millennials 50% Bay of Plenty 0% Level 3 certificate 13%
Gisborne 0% Level 4 certificate 0%
Gender Hawke's Bay 0% Level 5 diploma 0%
Male 50% Taranaki 0% Level 6 diploma 25%
Female 50% Manawatu-Wanganui 0% Bachelor degree and level 7 qualification 50%
Wellington 0% Post-graduate and honours degrees 13%
Total household income Other North Island 0% Masters degree 0%
Up to $30,000 13% West Coast 0% Doctorate degree 0%
$30,001 - $50,000 38% Canterbury 0%
$50,001 - $70,000 13% Otago 0%
$70,001 - $100,000 25% Southland 0%
$100,001 - $130,000 0% Tasman/ Nelson/ Marlborough 13%
Over $130,000 13% Other South Island 0%
Ethnicity Area
New Zealand European 75% City or urban 50%
Mäori 0% Suburbs 38%
Samoan 0% Small town 0%
Cook Island Maori 0% Rural location 13%
Tongan 0%
Niuean 0%
Chinese 13%
Indian 0%
Rather not say 13%
Other 0%