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New Zealand Digital
Landscape 2016
SPITFIRE - The Digital Agency
2016
New Zealand
Demographic
2
SPITFIRE - The Digital Agency 3
Source: Marketing Insights NZ
How are New
Zealanders
consuming
media?
4
SPITFIRE - The Digital Agency 5
1.  Google
2.  Facebook
3.  MSN
4.  Stuff.co.nz
5.  Trademe
6.  YouTube
7.  Microsoft
8.  New Zealand Government
9.  New Zealand Herald
10. Yahoo
SPITFIRE - The Digital Agency 6
Top 10 Online Brands
Digital overtakes TV as the
greatest category of
advertising spend
7SPITFIRE - The Digital Agency
Mobile
8
Mobile traffic continues to
increase
9SPITFIRE - The Digital Agency
SPITFIRE - The Digital Agency 10
0.00%	
5.00%	
10.00%	
15.00%	
20.00%	
25.00%	
30.00%	
35.00%	
40.00%	
45.00%	
2009	 2010	 2011	 2012	 2013	 2014	 2015	 2016	
(Q1)	
Mobile	Share	of	Web	Traffic	(Global)
74% of New Zealanders
access the internet on
mobile devices
11SPITFIRE - The Digital Agency
SPITFIRE - The Digital Agency 12
Source: Marketing Insights NZ
Half of New Zealand adults
compare prices on a
mobile device while in a
retail store
13SPITFIRE - The Digital Agency
90% of people will bounce
from a poorly designed
mobile site
Mobile optimisation is critical.
14SPITFIRE - The Digital Agency
Social Media
Landscape
15
Facebook and YouTube
continue to dominate
16SPITFIRE - The Digital Agency
SPITFIRE - The Digital Agency 17
75% Facebook 61% YouTube 23% Google +
20% Instagram 17% Twitter 17% Snapchat
*New Zealanders aged 15+ in a month
But Facebook usage is
declining among under 25s
18SPITFIRE - The Digital Agency
19SPITFIRE - The Digital Agency
21% decline in sharing of
personal information on
Facebook in 2015
Branded content and news increases while personal sharing decreases
20SPITFIRE - The Digital Agency
60% of social sharing is
now through ‘dark social’
Most content sharing is through private messaging
that cannot be tracked by web analytics
21SPITFIRE - The Digital Agency
Search
22
60% of all organic clicks in
Google search results go
to the top 3 results
23SPITFIRE - The Digital Agency
Google Adwords has
updated to include
extended ads and
showcase shopping ads for
mobile users
24SPITFIRE - The Digital Agency
Longer	ads	give	you	a	greater	chance	to	showcase	your	brand	in	search	
results
Online
Advertising
25
$179.88 Million
26SPITFIRE - The Digital Agency
2015 NZ Online Advertising Spend
Search maintains a 54%
share of online advertising
spending
But mobile spending
increased by 65%
27SPITFIRE - The Digital Agency
SPITFIRE - The Digital Agency 28
SPITFIRE - The Digital Agency 29
Marketing
Automation
30
75%
31SPITFIRE - The Digital Agency
Of email revenue is generated by
triggered campaigns.
Companies that excel at
lead nurturing generate
50% more sales at 33%
lower cost.
32SPITFIRE - The Digital Agency
Companies who send
automated emails are
133% more likely to send
relevant messages that
correspond with a
customer’s purchase cycle
33SPITFIRE - The Digital Agency
Marketing
Challenges and
Barriers
34
Only 22% of marketers are
satisfied with their
conversion rates
35SPITFIRE - The Digital Agency
SPITFIRE - The Digital Agency 36
What is your biggest barrier to digital success?
68% Integration of new technologies and
data
64% Outdated technologies
62% Recruitment and retention
SPITFIRE - The Digital Agency 37
SPITFIRE - The Digital Agency 38
Source: Salesforce
What tools are
important for
high
performance?
39
SPITFIRE - The Digital Agency 40
Source: Salesforce
83% of high performing
marketers use customer
data to segment or target
ads
41SPITFIRE - The Digital Agency
Want to increase your sales
opportunities? Let’s Talk.
WELCOME
TO SPITFIRE.
Level 2, 25 Crummer Road
Ponsonby, Auckland, New Zealand
T: 09 361 5758
W: spitfire.co.nz
THE DIGITALLY
LED AGENCY.
45
A MODERN
AGENCY FOR
A CHANGING
WORLD.
Our clients
46
ACQUIRE
Create reasons to
buy
GROW
Grow revenue and
customer loyalty
ATTRACT
Humanise the
connection with
your brand and
product offering
TARGET
People not places
1 2 3 4
Our formula for success
4
8
KEVIN LANCASHIRE
Head External Digital Communications,
Roche Group, Switzerland
Congrats to Spitfire! It’s a pleasure to
work with people who are experts in
the field of creative, digital media and
communications.
Colin Proebstel
CLIENT SERVICE DIRECTOR
AND CO-FOUNDER
M 64 21 874 330
colinp@spitfire.co.nz
John Madden
CREATIVE DIRECTOR
AND CO-FOUNDER
M 64 21 874 333
johnm@spitfire.co.nz
49
Spitfire
LEVEL 2, 25 CRUMMER ROAD
PONSONBY, 1021, AUCKLAND
NEW ZEALAND
T 64 9 361 5758
www.spitfire.co.nz

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