the digital universe - new zealand

SMARTPHONE PENETRATION 31%

68% OF SMARTPHONE OWNERS ACCESSED THE INTERNET VIA MOBILE PHONE (752,000) June-August ’11: 57% of smartphone owners accessed

the Internet via Mobile Phone (378,000)INCREASED 99% IN THE LAST 12 MONTHS

2 MILLION (56%) NEW ZEALANDERS

COMPARED 5.7% USED TWITTER

USE FACEBOOK

31% INCREASE OVER THE LAST 12 MONTHS

27% OF SMARTPHONE OWNERSUSE THEIR MOBILE FOR SOCIAL NETWORKING

BUT ONLY 11% OF NEW ZEALANDERS WITH SMARTPHONES VISITED TWITTER IN THE LAST 4 WEEKS.

DIGITAL NEWSPAPER CONSUMPTION, HAS INCREASED 112% IN THE PAST 5 YEARS.

DRIVING TOTAL MASTHEAD READERSHIP

112%

72% OF 18-24 YEAR OLD MALES

STREAM VIDEO CONTENT ONLINE7% OF THESE NEVER WATCH COMMERCIAL TV

57% OF NEW ZEALANDERS VISITED TRADEME55% BOUGHT FROM WAREHOUSE IN THE LAST 4 WEEKS

19% OF NEW ZEALANDERS USEDONLINE PAYMENT (e.g.PAYPAL)COMPARED TO 30% WHO USED THEIR CREDIT CARD ONLINE

36% OF NEW ZEALANDERSWENT ONLINE TO PAY HOUSEHOLD BILLS

IN THE LAST 12 MONTHS

COMPARED TO ONLY 10% USING CASH AND 17% USING CHEQUES

Mobile Social Networking

260,000 SMARTPHONE OWNERSUSE THEIR MOBILE PHONE FOR

SOCIAL NETWORKING

TECHNOLOGY EARLY ADOPTERS WITH A SMARTPHONE ARE 39% MORE LIKELY

Cosmetics & Social Media

MAC CUSTOMERS ARE 5X AS LIKELY AS ELIZABETH ARDEN CUSTOMERS TO USE TWITTER

10% OF BOTH MAC & ELIZABETH ARDEN CUSTOMERS ARE ON GOOGLE+

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

FINANCETO USE

BUSINESS NETWORKING

SITES (EG.LINKED IN)

FASHIONTO CREATE OR

MANAGE A ONLINE

JOURNAL OR BLOG

HOME ENTERTAINMEN

TTO VIEW OR CONTRIBUTE TO ONLINE FORUMS

MOBILE PHONE

TO USE A CHAT ROOM

Those who use internet banking do so 1.25 times per week on average

Online Vs Offline

20% OF ONLINE PURCHASERS SHOP IN STORES LESS OFTEN

OFFLINE RETAILERS ARE LOSING ONLINE SHOPPERS

Online Shopping

$5.6 BILLION SPENTSHOPPING ONLINENEW ZEALANDERS IN THE LAST 12 MONTHS

People Travelling in the last 12 Months

$1.5b SPENT ON TRAVEL &ACCOMMODATION ONLINE

22% USED THE INTERNET TO PLAN THEIR LAST TRIP42% BOOKED THEIR LAST TRIP ONLINE

Window Shopping

49% RESEARCHED ONLINEBUT BOUGHT OFFLINE

11% USED A PRICE COMPARISON WEBSITE13% HAVE READ AN ONLINE CATALOGUE

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

Smartphones and The Path to Purchase

8% RESEARCHED ONTHEIR SMARTPHONE

2.4% OF SMARTPHONE OWNERS HAVE PURCHASED SOMETHING VIA THEIR MOBILE IN THE LAST 4 WEEKS

New Car Buyers

39% USE THE INTERNET TOCHECK OR GET QUOTE

43% checked vehicle features online19% used internet to locate a dealer

Local Area Marketing

49% OF SMARTPHONE OWNERSOFTEN REDEEM COUPONS

IN THE PAST 12 MONTHS

31% have used GPS services7% have used QR code reader

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’

Trademe Dominates Online Shopping

TRADE ME 2M VISITORSWAREHOUSE 1.95M SHOPPERS

News

71% OF NEW ZEALANDERS WHO HAVE ACCESS NEWS OR READ

A NEWSPAPER ONLINE

32% OF NEW ZEALANDERS WHO HAVE READ PRINT NEWSPAPER IN THE

LAST 7 DAYS ALSO ACCESS NEWS OR NEWSPAPERS ONLINE

ALSO HAVE READ PRINT NESPAPERS IN THE LAST 7 DAYS

The Smartphone as a Multi-Media Device

31% (1.1M) OWN A SMARTPHONE THIS GROWING

17% ACCESSED, USED OR RECEIVED NEWS CONTENT ON THEIRSMARTPHONE IN THE LAST 4 WEEKS

14% STREAM/DOWNLOADED RADIO OR MUSIC, AND 19% STREAM/DOWNLOAD

VIDEO CONTENT ON THEIR SMARTPHONE

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