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Usage Patterns

Total Online Population (000's) in 2012: 3,810
Percentage of Population Online in 2012: 88.0%


There were 3,810,144 internet users in New Zealand (representing 88% of the population) at mid-year 2012, according to Internet World Stats. (Internet World Stats, December 2012)

Digital Media

2.1 million online users in New Zealand watched online video in February 2011, representing 77% of the total online population, according to comScore.

Google Sites ranked as the top video viewing destination in New Zealand reaching more than 1.7 million viewers who watched 81.6 million videos. Viewership at Google Sites was largely driven by which accounted for 81.2 million videos, representing 51.6% of all videos viewed in New Zealand during the month. ranked second with 562,000 viewers and 2.4 million videos viewed, while VEVO ranked third with 370,000 viewers. New Zealand based properties TVNZ Sites and MediaWorks NZ Limited both ranked among the top 10 video properties reaching 201,000 and 149,000 viewers, respectively.

For both males and females, the 15-24 and 25-34 age segments exhibited the highest online video engagement. The 15-24 age segment for both genders was responsible for consuming the most videos on average (113 videos per viewer for males, nearly 74 videos per viewer for females), while males age 25-34 year-old segment spent the most time viewing video at 11.8 hours in February, with females age 15-24 viewing more than 6 hours of video. (comScore, March 2011)

Searches and Search Engine

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. 85.86%
2. 6.61%
3. 2.20%
4. 1.10%
5. 1.00%
(Experian Hitwise, May 2010)

Social Networking and UGC

Social networking ranks as the leading online activity in New Zealand, accounting for 1 of every 5 minutes spent online in May 2011, according to comScore's study on internet usage in New Zealand. Social Networking led as the most engaging online activity accounting for 21.1% of all online minutes in the country. Portals followed in second at 14.3% of total minutes, with Entertainment sites ranking third at 12.1% of minutes. Rounding out the top 5 were the News/Information (6.8% of time spent) and Auctions (6.7%) categories.

Further analysis of the Social Networking category showed that although males and females account for nearly the same percentage of visitors to the category, females exhibit far stronger engagement with the category. Overall, females averaged nearly 50% more time on Social Networking sites than males (5.4 hours vs. 3.7 hours). Females age 15-24 averaged the most time social networking at 7.4 hours per visitor, while males age 15-24 averaged 6.4 hours during the month. When compared to an average internet user, females were 15% more likely to view pages on social networking destinations (Index of 115), while males were 16% less likely to consume pages (Index of 84). (comScore, July 2011)

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 ( 4.98% (% new visitor clicks) / 30.68% (new visitor rate)
2. YouTube ( 3.64% / 27.48%
3. Tagged ( 0.44% / 37.28%
4. Twitter ( 0.18% / 44.30%
5. MySpace ( 0.10% / 24.08%
6. Windows Live Home ( 0.07% / 27.39%
7. Zwinky ( 0.06% / 20.27%
8. eBuddy ( 0.05% / 39.13%
9. Small Worlds ( 0.04% / 24.07%
10. Meebo ( 0.03% / 22.52%
(Hitwise New Zealand Newsletter - April 2010, May 2010)

Online Travel Market

Travel Planning


Tourism New Zealand has re-launched its travel website Developed with the user experience as its main focus, the open-content sourcing site enables potential travellers to research activities and experiences, update content and consider material contributed by operators and like-minded travellers - all at the one place.

Catherine Bates, Tourism New Zealand general manager, brand and international PR, said the new site takes "to a whole new level by inspiring, informing and connecting visitors to New Zealand - effectively delivering a one-stop online travel showroom".

Visitors will be encouraged to the site through search engine marketing, other online advertising, social media and traditional media such as television.

The new website will feature significantly enhanced information, with New Zealand travel operators able to contribute content, link their business listing with relevant sections of the site, post special travel offers, and refer on to take bookings directly.

Ms Bates has indicated that the internet had become the prime place that 80% of potential travellers go to research, plan and book travel. With many million potential travellers actively considering visiting New Zealand at any one time, the revamped website aims to convert this interest into referrals to operators, and ultimately, bookings," Ms Bates said. (travelmole, June 2011)

Experian Hitwise revealed the most popular travel websites in New Zealand for the week ending May 14 2011 in the categories Agencies; Destinations and Accommodation and Airlines.

Top Agency websites in New Zealand for the week ending May 14 2011 by % of visits:
1. House of Travel ( 11.21%
2. Webjet New Zealand ( 11.11%
3. ( 9.40%

Top Destinations and Accommodation websites in New Zealand for the week ending May 14 2011 by % of visits:
1. - Travel ( 8.29%
2. TripAdvisor ( 5.63%
3. ( 4.72%

Top Airline websites in New Zealand for the week ending May 14 2011 by % of visits:
1. Air New Zealand - grabaseat ( 32.45%
2. Air New Zealand ( 27.13%
3. Jetstar ( 9.41%

(tnooz - talking travel tech, May 2011)

Travel booking

Online travel in the Australia-New Zealand (ANZ) market continues to grow at an impressive pace, according to PhoCusWright's  ‘Australia and New Zealand Online Travel Overview Fifth Edition: Surges & Slowdowns' report.

By 2013, ANZ's online leisure and unmanaged business travel market will comprise 41% of the total travel market, up from 36% in 2011.

ANZ online leisure and unmanaged business travel gross bookings grew 13% in local currency in 2011 (surging 27% in U.S.-dollar terms). PhoCusWright projects ANZ's online travel market will continue to grow by double digits through 2013 - at almost twice the pace of the overall travel market.

ANZ's consolidated air market may account for a big piece of the region's online travel market, but it is the more fragmented lodging and intermediary arenas that are really heating up, according to Douglas Quinby, PhoCusWright's senior director, research. As growth slows - and it certainly is in mature online markets such as Australia and New Zealand - home-grown online and traditional agencies are stepping up the fight, as are some of the global OTAs. (PhoCusWright FYI, June 2012)


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

Expedia is seeking to break the mould with travellers and prove that it really does matter where they book.  Louise Crompton, marketing manager for and 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)

Last Updated on Saturday, 29 June 2013 20:11