Usage Patterns
| Total Online Population (000's) in 2009: | 3,500 |
| Percentage of Population Online in 2009: | 83.1% |
Demographics
There were 3,500,000 internet users in Australia (representing 83.1% of the population) in December 2009, according to Internet World Stats. This was up by 321.7% since 2000. (Internet World Stats, April 2010)
Searches and Search Engines
Experian Hitwise revealed the top search engines sites in New Zealand for the 12 weeks ending May 22 2010, ranked by volume of searches.
Top search engines for the industry "All Categories" in New Zealand, for the 12 weeks ending May 22 2010 by volume of searches:
1. www.google.co.nz: 85.86%
2. www.google.com: 6.61%
3. www.bing.com: 2.20%
4. nz.search.yahoo.com: 1.10%
5. search.yahoo.com: 1.00%
(Experian Hitwise, May 2010)
Social Networking and UGC
Experian Hitwise stats have been reporting declining visits to Bebo and it came as no surprise when AOL announced their decision to either sell or shut down Bebo. Bebo attracted 2.16% of visits to Social Networking and Forums websites in New Zealand during March 2010, and still ranks as the third most popular website in this category (behind Facebook and YouTube). Bebo declined significantly in visits by 67% compared to the same month last year. Facebook in contrast grew by 72% year-on-year, and attracted 21.4 times more visits than Bebo in March 2010.
Bebo was the most popular Social Network in New Zealand until May 2008 when Facebook briefly took over; Facebook then went on to gain rapid momentum against all websites from late November 2008 onwards. This was later than in some markets, such as the UK. Bebo has traditionally attracted a strong online following from Experian Hitwise's Mosaic Lifestyle segment, 'Cultural Ties' which has high proportions of Maori and Pacific Islanders, and continues to be over-represented in this audience. Facebook with its rapid expansion has enjoyed a migration of users from this segment, and has widened its audience base overall.
Social networks in general in New Zealand attract an over-representation in visits from lower affluent Mosaic Groups, including 'Working Fringe', families with stretched budgets in outer suburbs, and 'Family Growth', young families living in cities, which may be one issue that will affect continued efforts in monetisation of Social Networks. In contrast, Mosaic Group, 'Urban Intelligence', comprised of affluent and tech-savvy households, has concentrated usage on entertainment and lifestyle websites focused on offline activities, such as nightlife, performing arts and restaurants. This may be a reflection of greater disposable spend in this consumer segment.
Looking at the websites where new visitors go after Bebo throws up little surprises - Facebook and YouTube attracted the highest volume of clicks in March 2010. Interestingly, Twitter attracted a much higher new visitor rate at 44%, suggesting that it is still a novelty for some internet users in New Zealand. For the meantime, Facebook offers a good home for Bebo users, who have brought their friends with them and thus kept their network base; the fickleness of users on social networks should however be remembered by Facebook, as it is strives to maintain the attention span of users through continued innovation. YouTube and Twitter are also prominent social media websites in New Zealand and have taken some market share as a result of Bebo's decline. They both however offer a very different user experience to Facebook and do not appear to pose an immediate threat. As usual, we'll be keeping an eye on the competitive social networking space for any new up and comers.
Downstream websites visited after Bebo by new visitors, March 2010:
1. Facebook (www.facebook.com): 4.98% (% new visitor clicks) / 30.68% (new visitor rate)
2. YouTube (www.youtube.com): 3.64% / 27.48%
3. Tagged (www.tagged.com): 0.44% / 37.28%
4. Twitter (www.twitter.com): 0.18% / 44.30%
5. MySpace (www.myspace.com): 0.10% / 24.08%
6. Windows Live Home (home.live.com): 0.07% / 27.39%
7. Zwinky (home.zwinky.com): 0.06% / 20.27%
8. eBuddy (www.e-messenger.net): 0.05% / 39.13%
9. Small Worlds (www.smallworlds.com): 0.04% / 24.07%
10. Meebo (www.meebo.com): 0.03% / 22.52%
(Hitwise New Zealand Newsletter - April 2010, May 2010)
For the first time New Zealand internet user visits to the Social Networks and Forums industry surpassed visits to the Search Engines industry for the week ending 5/12/2009, according to data by Experian Hitwise. Social Networks and Forums experienced a year-on-year growth of 33.55% (comparing November 2008 to November 2009 across All Categories), in contrast to the Search Engines industry which grew 2.97% over the same period.
In November 2009, Facebook continues to be the leading Social Networking and Forums website in New Zealand followed by YouTube, Bebo and Twitter. Market share of visits to Facebook have increased by 96.53% year-on-year comparing November 2008 and 2009.
While Google New Zealand continues to be the most popular website visited by New Zealand internet users with a market share of 7.99% in All Categories in November 2009, Facebook is creeping close behind ranking second with a market share of 5.79%.
Top 10 computer and internet - social networking and forums, websites ranked by visits for November 2009:
1. Facebook www.facebook.com: 44.93% of visits
2. YouTube www.youtube.com: 14.13%
3. Bebo www.bebo.com: 3.71%
4. Twitter www.twitter.com: 1.57%
5. SkyKiwi www.skykiwi.com: 1.45%
6. MySpace www.myspace.com: 1.24%
7. 6park.com: www.6park.com: 1.08%
8. Yahoo! Answers answers.yahoo.com: 1.07%
9. Tagged www.tagged.com: 1.02%
10. Orkut www.orkut.com: 1.00%
(Hitwise New Zealand Newsletter - December 2009, December 2009)
The popularity and growth of Twitter has been astonishing in New Zealand over the past 12 months increasing its market share by over 14 times in All Categories from June 2008 to June 2009). The website jumped 556 places within 12 months to rank 39th most popular website in New Zealand across All Categories for June 2009.
Analysis of Hitwise Clickstream data highlights that the following industries received the largest volumes of traffic from Twitter:
- Computers and Internet - Social Networks and Forums
- Entertainment - Photography
- Computers and Internet - Search Engines
- Lifestyle - Blogs and Personal Websites
- Entertainment - Multimedia
- News and Media - Print
Shopping and Classified was the industry that has seen the greatest growth in the share of Twitter's downstream traffic since the beginning of 2009.
Industries receiving greatest growth from Twitter's downstream traffic (comparing week ending 3 January 2009 and 11 July 2009):
1. Shopping and Classified - Classifieds: + 2.252% increase in market share
2. Entertainment - Competitions: +1.246%
3. Entertainment - Gambling: +319%
4. Music - Bands and Artists: +216%
5. Entertainment - Personalities: +185%
6. Lifestyle - Fashion: +161%
Websites that received the largest percentage of Twitter's downstream traffic for the week ending 11 July 2009 were Twitpic (+178.5%), Facebook (+36.3%), Google NZ (+23.9%), YouTube (+87.8%) and Windows Live Mail (+220.4%).
The highest ranking News and Media website receiving downstream traffic from Twitter is The New Zealand Herald, which received 1.09% of clicks from Twitter for the week ending 11 July 2009; highlighting the commonplace sharing of news items of interest via the micro-blogging service.
Twitter continues to be a sensationalised growth story, almost as old as Facebook, launched in March 2007 versus Facebook's public expansion in September 2007 (originally launched in February 2004), it has taken longer to gain acceptance or understanding and currently is one eighteenth of the size of Facebook. (Hitwise New Zealand Newsletter - July 2009, July 2009)
48% of New Zealand internet users have created, updated or looked at an online profile on a social networking site over the last four weeks in April 2009, according to Nielsen Online's Market Intelligence demographics survey that now include a range of questions on consumer-generated activity such as social networking, blogging, uploading content and posting reviews on the Internet.
Activities carried out by New Zealand internet users in April 2009 (over the next 4 weeks):
- Created, updated or looked at an online profile on a social networking site: 48%
- Uploaded pictures: 41%
- Contributed to a message board, online forum or wrote/commented on a blog: 30%
- Uploaded music: 12%
- Uploaded videos: 10%
- Posted a review of a product or service online: 9%
Furthermore, when it comes to consuming media, almost half of the internet population have downloaded, streamed or watched a video clip online (45%); or downloaded, streamed, or listened to music (37%). Adding to that the number of people using online directories (47%), reading newspapers or publications online (79%) and a staggering (81%) using search engines, we begin to see that the internet has become pivotal as a personal communication, media consumption and research tool for New Zealanders.
Market Intelligence is an independent census-based measurement of all Nielsen Online's New Zealand audited websites, with a current sample size of 29,000 New Zealand internet users. (Nielsen Online, May 2009)
eCommerce
45% of the population in New Zealand were online shoppers in Q4 2008, according to Nielsen Online. This compares with 39% of the population in Q4 2007. The adult online shopping population now stands at a record 1.4 million. Bargain hunting on the Internet is on the rise with more New Zealanders than ever heading online to shop.
Nielsen Online indicates that the trend towards online shopping is spread across most categories; however the most popular continue to be airline tickets, books/magazines, and clothing followed by other travel related services such as car hire and accommodation.
It is also interesting to look at purchase conversion rates following research via the internet. While it is expected that there will be high online conversion for airline and entertainment tickets, we are also seeing strong results for sports equipment, collectibles, books, clothing and toys. Stronger offline conversions following online research are being found in categories such as insurance, home appliances, food/beverage/wine and consumer electronics.
In addition, more and more people say they are ‘saving time visiting shops' and ‘avoiding sales staff and crowds' which shows that consumer time is at an ever increasing premium and a further significant driver for shopping via the web. (Nielsen Online, March 2009)
Online Travel Market
Travel Planning
Experian Hitwise revealed the most popular travel websites in New Zealand for the week ending June 19 2010 in the categories Agencies; Destinations and Accommodation and Airlines.
Top Agency websites in New Zealand for the week ending June 19 2010 by % of visits:
1. House of Travel (www.houseoftravel.co.nz): 14.33% (previously ranked 1st)
2. Webjet New Zealand (www.webjet.co.nz: 11.67% (2nd)
3. Expedia.co.nz (www.expedia.co.nz): 9.69%(3rd)
Top Destinations and Accommodation websites in New Zealand for the week ending June 19 2010 by % of visits:
1. TripAdvisor (www.tripadvisor.com): 4.39% (previously ranked 1st)
2. Wotif.com (www.wotif.com): 3.87% (2nd)
3. Mt Ruapehu (www.mtruapehu.com): 2.96% (6th)
Top Airline websites in New Zealand for the week ending June 19 2010 by % of visits:
1. Air New Zealand (www.airnz.co.nz): 61.75% (previously ranked 1st)
2. Jetstar Airways (www.jetstar.com): 6.50% (2nd)
3. Virgin Blue (www.virginblue.com.au): 4.29% (3rd)
(tnooz - talking travel tech, June 2010)
Experian Hitwise revealed the most popular travel websites in New Zealand for the week ending June 5 2010 in the categories Agencies; Destinations and Accommodation and Airlines.
Top Agencies websites in New Zealand for the week ending June 5 2010 by % of visits:
1. House of Travel (www.houseoftravel.co.nz): 13.78%
2. Webjet New Zealand (www.webjet.co.nz): 11.62%
3. Expedia.co.nz (www.expedia.co.nz): 9.17%
Top Destinations and Accommodation websites in New Zealand for the week ending June 5 2010 by % of visits:
1. TripAdvisor (www.tripadvisor.com): 4.38%
2. Stuff - Travel (www.stuff.co.nz/travel): 4.29%
3. Wotif.com (www.wotif.com): 4.28%
Top Airlines websites in New Zealand for the week ending June 5 2010 by % of visits:
1. Air New Zealand (www.airnz.co.nz): 60.76%
2. Jetstar Airways (www.jetstar.com): 7.44%
3. Fly Pacific Blue (www.flypacificblue.com): 4.72%
(tnooz - talking travel tech, June 2010)
Tourism Auckland has launched a new iPhone application. The innovative electronic guidebook allows people with an Apple iPhone or iPod Touch to plan their Auckland experience while on the move.
The iPhone application has more than 100 listings for Auckland events, attractions, activities, culture and heritage experiences, tours and i-SITE Visitor Centres. A key feature of the application is the ‘near me' function which uses the phone's GPS system to locate what is closest to the person, along with the nearest i-SITE Visitor Centre.
Tourism Auckland chief executive, Graeme Osborne, said Auckland is the first regional tourism organisation to adopt this new technology.
iPhone and iPod Touch users can download the free application from: www.aucklandnz.com/iphone. (Travelmole, October 2009)
Airline tickets, flights were the 3rd most popular topics researched via the internet in April 2009 in New Zealand, according to Nielsen Online's Market Intelligence demographics survey.
Top 5 topics researched via the internet in New Zealand in April 2009 (over the last 4 weeks):
1. News/current affairs: 80.3%
2. Entertainment (e.g. movie tickets, shows, concerts, events): 58.6%
3. Airline tickets, flights: 58.0%
4. Sports: 39.7%
5. Properties or Real Estate: 36.6%
Market Intelligence is an independent census-based measurement of all Nielsen Online's New Zealand audited websites, with a current sample size of 29,000 New Zealand internet users. (Nielsen Online, May 2009)
'sunshine coast', 'rent a bach (i.e. small weekend or vacation hosue)', 'auckland motels', accommodation hamilton' and 'bali accommodation' were the top 5 fastest moving search terms by relative increase in the Travel - Destinations and Accommodation industry for the week ending 18/04/2009, when compared with the previous week, according to the Hitwise New Zealand's Fast Movers report.
During the 12 weeks ending 18/04/2009, Tourism Sunshine Coast and Sunshine Coast Accommodation were the top 2 websites to receive traffic from searches for 'sunshine coast'. (Hitwise New Zealand Newsletter - April 2009, April 2009)
The Hitwise New Zealand Online Performance Awards acknowledge excellence in online performance, by recognising the most visited websites in New Zealand, across over 100 industries. It is based on the internet usage of approximately 460,000 New Zealander internet users visiting over 60,000 New Zealand websites throughout 2008.
The winners in the travel industry were:
- Agencies: www.houseoftravel.co.nz
- Destinations and Accommodation: www.aatravel.co.nz
- Maps: www.wises.co.nz
- Transport: www.airnz.co.nz
(Hitwise, April 2009)
Travel Industry Online Developments
Expedia has launched a new one-minute commercial in Australian and New Zealand which officially introduces Expedia to Australian and New Zealand's travellers, according to a report by campaignbrief.com.
Expedia is seeking to break the mould with travellers and prove that it really does matter where they book. Louise Crompton, marketing manager for Expedia.com.au and Expedia.co.nz said that they want to be the single best place for Australians and New Zealanders to book travel.
The commercial highlights the supremacy of the online travel company. The commercial shares that over 190,000 hotels beds are booked everyday by Expedia, suggesting that consumers should "book with the world's largest online travel company". (eyefortravel, May 2010)
Currently 1.9 million New Zealanders use social media websites and Tourism New Zealand (TNZ), the NTO for New Zealand, is already making use of social media platforms in its marketing activity. Chief Executive George Hickton says they offer a cost effective way to reach carefully targeted groups of consumers online.
The most high-profile example of TNZ's social media activity has been the ‘Have Your Say' campaign on YouTube, which saw a mobile recording studio tour the length and breadth of New Zealand during summer. Over 1,500 video diaries were recorded by travellers and published on a ‘Have Your Say' YouTube channel. Videos were viewed a total of 120,000 times and the initiative achieved global publicity as a unique way of promoting a tourism destination.
George Hickton says the initiative was a positive step forward in the use of social media to market New Zealand and built on other initiatives that have been underway for some time. In 2007, TNZ launched their new ‘Forever Young' 100% Pure New Zealand television commercial by taking over YouTube's global homepage for 24 hours. During that time the television commercial was viewed 600,000 times. The commercial has now been viewed over one million times and is one of 91 videos available on Tourism New Zealand's YouTube channel.
TNZ's 100% Pure New Zealand Facebook page was set up in November 2008 and now has almost 3,000 fans. ‘Fans' of New Zealand can see videos of New Zealand on the page, upload their own photos, add comments or join discussions. George Hickton says the Facebook page has become a popular way for young people with a passion for New Zealand to connect with each other or learn more about what the country offers as a destination.
TNZ also encourages visitors to blog about their holiday experiences on their consumer website, www.newzealand.com, and works with high-profile travel and celebrity bloggers as part of their international media programme.
TNZ also have a Twitter account - @PureNewZealand - which ‘tweets' holiday deals and New Zealand news to 3,288 ‘followers' and answers questions about New Zealand direct from Twitter users. (Tourism New Zealand, May 2009)
Interactive TV and Mobile Devices
Mobile Phones & Wireless Access
10.7% of internet users in New Zealand reported using a mobile phone to access the internet in April 2009 (over the last four weeks), according to Nielsen Online's Market Intelligence demographics survey.
Market Intelligence is an independent census-based measurement of all Nielsen Online's New Zealand audited websites, with a current sample size of 29,000 New Zealand internet users. (Nielsen Online, May 2009)
Last Updated on Friday, 02 July 2010 16:26
