We’ve recently reported on the mobile trends in New Zealand based on Google Consumer Barometer data and found that 81% of Kiwis own a smartphone and use them to go online at least as often as computers and tablets. In fact, 95% of New Zealanders use the internet every day, confirming the fact that small businesses and enterprises alike need to have a strong online presence.

But how do New Zealanders use the internet for their purchases?

We dove into the numbers and found some interesting trends for marketers. Note: the numbers below are from 2017; 2018 data should be published in April or May at which time we will update this post.

Online Shopping Trends New Zealand

New Zealand Consumer Behaviour Trends

How do people find out about your product, service or restaurant before they ultimately decide to make a purchase? How much time do they spend researching something before they decide to buy it? And where do they do this research? These are important questions to ask when running a business so you know how to maximize your sales and marketing efforts.

Using the Internet for Product Research

Online information sources are key in introducing consumers to products and offers, with 52% of Kiwis stating they first come across products online during the shopping process. But it’s not just the first touch that’s online – consumers rely on online information sources throughout the entire pre-purchase journey. 16% of New Zealanders only use online sources for research, while 35% use both online and offline sources.

New Zealand Consumer Behavior Online Research

While 81% of New Zealanders own a smartphone, the majority (76%) are still using their computers to conduct product research. This means that while you prioritize making your website mobile-friendly, don’t forget about the desktop experience. Regardless of device, the entire user experience should be smooth from the moment they land on your site through the whole purchase flow.

When it comes to doing any online research before purchasing, more than half (51%) of New Zealanders say they do; 53% use the internet to compare products, prices or features, with 23% of them using brand websites, 20% using retailer websites and 39% using search engines. Having all of the key information clearly laid out on your website will help consumers make their decisions.

Consumer Behaviour and Smartphones

Have you ever tried to search for something on your phone and the website wouldn’t load properly? 43% of New Zealanders say they encounter issues when accessing websites via smartphone at least sometimes, if not often. This is a huge opportunity for marketers and developers, as 29% of people say they won’t try to load the page again – they’ll just find another site that does work on their phones. Creating a responsive website that loads quickly on smartphones should be a high priority for all businesses.


Though most people are still using their computers for actual purchases, 43% are primarily using their smartphones for early inspiration and initial discoveries. 36% of Kiwis are using their phones to make immediate offline purchases, like searching for store locations. If your site doesn’t load properly on their phones, you may be losing that sale.

New Zealand Online Shopping Statistics

While New Zealanders like to learn about products before actually buying them in a few different ways, it’s clear that online research drives conversions both in stores and online. 29% of Kiwis conduct research online before making the purchase online, and 9% research offline before purchasing online.

New Zealand Online Shopping Statistics

The most popular category for online purchases is travel, online retailers like Amazon and department stores. But, Kiwis still prefer to pick up their products in person – 69% will collect online orders from the store, while 19% choose to have it shipped to them domestically. And, just like with the research they do, New Zealanders prefer to use their computers to make the purchases. 79% will use a computer, while 16% will use their mobile devices.

Based on all of this data, marketers should consider their attribution methods as consumers are first becoming aware of products online, then using their computers to conduct research and ultimately buy either online or in stores. Further, having both online and offline ad strategies are key to capturing your target audience.

Are you ready to discuss your integrated marketing strategy? Contact NZDMI today.

Contact us to discuss your online marketing strategy today