Under the broad headings of Society, Technology, Economy, Politics and the Environment, this Report highlights many interesting facets of life in New Zealand and shows the ever-changing lifestyle trends, political views and individual habits.
As a nation long-term macro trends affecting the economy such as an ageing population and increasing levels of education are important factors for strategic planning but just as important are short-term trends. As already reported in the Morgan Poll on 19 November 2011, ongoing economic uncertainty continues to concern New Zealanders with 49% saying economic issues are the most important issues facing New Zealand, however over the past year concern for the environment has significantly increased (to 19%).
Most Important Issue Facing New Zealand
Source: Roy Morgan nationwide telephone poll (n=1,073) October 10-23, 2011.
Alongside macro trends there are a wealth of other societal factors to be considered when analysing the state of New Zealand – New Zealand is changing its cuisine preferences (in September 2011, 56% of people like to eat Indian food, up from 41% in 2002) as New Zealand’s ethnic diversity increases. Contrary to what the media might portray, New Zealanders are now less concerned with security and safety than they have ever been (in the latest State of the Nation Report 39% of people say ‘I feel less safe than I used to’, down from 49% in 2008).
The pervasiveness of being connected with others is also affecting how New Zealanders spend their leisure time. Fewer New Zealanders are ‘going out’ to sports events or entertaining friends while more are using ‘a computer at home’ (83%, up from 60% in 2001) and buying products from the Internet (62% have bought products from the Internet, up from 21% in 2002). In November 2011 over 1,300 New Zealanders Reacted to the world’s first live political debate using the Roy Morgan Reactor on their Smart Phone, another sign that New Zealand is a nation of connected individuals.
Michele Levine, Chief Executive Officer, Roy Morgan Research, says:
“New Zealand society is always changing however sometimes it’s hard to distinguish popular fads from big societal trends to truly understand what trends are having a broad impact on society. Through our State of the Nation Report series we’re giving New Zealand businesses a better perspective of what these trends are and how they relate to some fads.
“Each day we’re seeing the smart businesses in New Zealand take notice of these changing trends in society and adapting their products, services and whole businesses to ensure that they’re ready to meet the changing demands of New Zealand’s increasingly diverse and savvy population in an increasingly complex and competitive world.”
Roy Morgan’s State of the Nation Report - NZ will provide an insight into the trends and issues facing New Zealanders today. This report provides accurate and relevant information on the State of the Nation in terms of Society, Technology, Economy, Politics, and Environment.
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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