How many times have you caught yourself scrolling through your phone while watching Netflix? Don’t worry, you’re not alone – 75% of Kiwis use another device, typically a smartphone while watching TV. It’s 2019, and it’s becoming the new norm for everyone to have multiple devices to stay connected. But how do people of New Zealand use the internet in their daily lives, and how does that compare to the rest of the world?
We took a look at the latest Google Consumer Barometer data and found some interesting insights about mobile trends in New Zealand. While the specific data points referenced below are for 2017, the 2018 New Zealand mobile data stats will be published in April or May this year, at which time we will provide an update.
New Zealand Internet Usage Statistics
In this day and age, 95% of Kiwis use the internet every day, and 91% of them use it for personal reasons. It’s not just limited to the millennials and Gen Zers though – 90% of people 55 and older are using the internet every day. Regardless of age, a whopping 80% of people state that the internet is the first place they look for information. No matter what type of business you’re running, it’s clear that having a strong, searchable online presence is key to capturing these potential customers.
Smartphone Usage Statistics in New Zealand
81% of New Zealanders have a smartphone, which is significantly larger than the global average of 71%. Though slightly more people have computers (84%), the data shows that Kiwis use smartphones to go online at least as often as computers and tablets.
But it’s not just smartphones and computers that keep us connected. The majority of Kiwis (33%) have 5 or more devices. This includes electronics like computers, wearables, TVs, streaming devices, e-readers and more. It’s clear that New Zealanders like to stay connected with consumer technology.
Mobile Trends for Marketers
Kiwis like to stay connected across multiple devices, even using several of them at a time. With more New Zealanders owning a smartphone than the global average, this means that you as a marketer need to prioritize your mobile presence. If you haven’t already optimized your website to be responsive and mobile-friendly, it’s more important now than ever before. Beyond having a user-friendly interface, you’ll want to focus your digital marketing strategy to include and potentially even focus on mobile channels. Social messenger apps are becoming more popular, making it tricky to track how your content is being shared on these so-called “dark channels,” so revamping your tracking and attribution systems to ensure you’re capturing those users will be a high priority for savvy digital marketers.
The number one thing people use their smartphones for is to search for things, followed by social media and video consumption, then to look for product information. In addition to a responsive mobile site, you’ll want your purchase flow to be as streamlined as possible for the mobile experience.
What kind of mobile-first marketing strategy will you adopt this year? Contact NZDMI today to discuss the solution that’s right for you.