KIWIS GET DIGITAL

Global performance management company, Nielsen, has found that 3.1 million New Zealanders spend the equivalent of two working days online each week. The latest research showed nearly three quarters use at least two devices on a weekly basis and nearly two in five use at least three.
Nielsen’s New Zealand Connected Consumer Report revealed 70 percent of online New Zealanders own a mobile device. More than two thirds own a Smartphone and 33 percent own a tablet device. More than a quarter own both a tablet and a Smartphone, a fivefold increase since 2012.
Close to two thirds of the New Zealand online population access digital content via a Smartphone each week, and over a quarter do so via their tablet device.
“Smartphones have become a dominant player in providing brands with a tool to deliver online content and experiences to highly targeted audiences at highly intentional times. This means more opportunity for advertisers to engage connected NZ consumers at precisely the right moment with the right message,” Nielsen NZ research director Tony Boyte said.
Almost nine in ten New Zealanders use social media, and three quarters use Facebook on a monthly basis. Desktop/laptops are still the most dominant device used for this activity, however mobile is increasingly prevalent. Over half of Facebook visitors each month access via a Smartphone app, 70 percent for Instagram and more than two in five for Twitter.
The Nielsen report also found more than three quarters of online New Zealanders watch television and use a separate device to access the internet at the same time, with more than one in three doing so on a daily basis.
Each month, more than half of online New Zealanders watch TV or movie content via the web.
“New Zealanders are mostly motivated to watch internet TV because of the convenience factor - they can watch programmes at a time that suits them the most, and also pause content and come back to it when they want to.
“The rise of digital media engagement by New Zealanders has opened many doors for marketers, but also posed some unique challenges for an array of industry participants - advertisers, media owners and content providers. With so many new touch points out there, the opportunities are growing. What’s more, the mobility of these devices facilitates online media access across a range of locations and situations, providing brands an opportunity to engage with consumers at the right time, in the right place and with the right message,” said Boyte.