the digital universe - new zealand
DESCRIPTION
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.TRANSCRIPT
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
www.thedigitaluniverse.com.au