Thursday, April 4th, 2013 - Roy Morgan Research

Singlehandedly destroying the traditional retail industry, or offering consumers more variety and better deals than ever before? No matter what you think of online shopping, one thing is sure it’s here to stay. And it seems New Zealanders are hooked!

Singlehandedly destroying the traditional retail industry, or offering consumers more variety and better deals than ever before? No matter what your opinion of online shopping, one thing is certain: it’s here to stay. Over the last nine years, purchasing goods and services on the internet has tripled in New Zealand, according to Roy Morgan’s latest New Zealand State of the Nation report.

The recently launched report reveals that nearly 65% of Kiwis aged 14+ have used the internet to make a purchase (compared to 56.3% of Aussies), with 46.8% of the population buying something online in the last four weeks.

From fashion to furniture

But what are New Zealanders buying online, exactly? Most popular by far are Entertainment & Leisure products (for example, DVDs, music, concert tickets), with 41.8% of internet shoppers purchasing something from this category in an average four-week period.

Fashion products (24.9%) and electronic products (17.2%) are in second and third positions, with reading material (16.3%) a close fourth.

While pets and furniture were purchased by fewer people, their availability online speaks volumes for the diversity of what can be found — and bought — on the internet.

Source (chart 1):Roy Morgan Single Source (New Zealand), January 2002 – December 2012 (n = 11,972).

Source (chart 2): Roy Morgan New Zealand; 12 months to December 2012, n = 4,977. Base: New Zealand Population 14+ who purchased on the Internet in last 4 weeks.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“Entertainment and leisure goods continue to be the most popular category of online purchase among New Zealanders by far, with fashion products and electronic items fast gaining ground.

“One in every four Kiwis purchased fashion products online in an average four-week period, compared to 22.4% of Australians. However, Aussies buy more entertainment and leisure, electronics and reading material than their New Zealand counterparts.

“The fact that these same four categories top the lists on both sides of the Tasman for internet purchases suggests that traditional ‘bricks-and-mortar’ retailers in these areas need to provide an online alternative for their customers in order to maintain their competitive edge.”

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


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