Monday, November 4th, 2013 - Roy Morgan Research
In the last four weeks, 20.2% of New Zealanders aged 14+ visited a website because of advertising they read, heard or saw in traditional media — with almost half of those being influenced by TV ads, according to the latest findings from Roy Morgan Research. So much for digital spelling the end of traditional media: rather, a complementary relationship seems to have developed between the two.

In an average four-week period during the year to September 2013, advertisements they viewed on television prompted 9.3% of New Zealanders (or 331,000 people) to log onto the internet. Considering that the average Kiwi spends more time per day watching TV than they do online, it follows that this medium would have the most influence of all the traditional media.

Newspapers and cinema also drove significant traffic online, with 5.8% and 5.6% respectively of the population accessing the internet because of them. Radio, magazines and print also did their bit in encouraging Kiwis to log on.

Top media platforms for looking up websites


Source: Roy Morgan Single Source (New Zealand), October 2012 – September 2013 (n = 12,293)

While a slightly greater proportion of women (21.3%) than men (19.2%) was inspired to visit a website by traditional media overall, more men did so because of TV (9.7% vs 8.9%), radio (5.3% vs 4.6%) and newspapers (6.9% vs 4.7%).

Our findings also identified varying levels of traditional–digital engagement between different age groups. Just over a quarter (25.2%) of 25–34 year-olds went online because of traditional media advertising in an average four weeks, ranking highest across all media except magazines and catalogues. The 18-24 bracket came a close second (24.7%), while engagement declined among New Zealanders aged 50+, who tend to spend less time online in general.

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

“As New Zealand’s internet use continues to grow, we’re seeing advertising in traditional media driving many consumers to visit websites, where they will then research brands, products and services in more depth.

“Marketers should not dismiss the influence of TV, newspapers, cinema and radio on consumers’ online habits, inspiring one in five Kiwis to visit websites they heard about via these media. Traditional media continues to play an important role in consumers’ path to purchase by facilitating brand awareness and initiating the pre-purchase research process.

“Our research confirms that New Zealanders under 50 are more responsive to this than those 50 and over, being more active in the online sphere to begin with: another factor for marketers to bear in mind when deciding on an advertising strategy.”

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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.
Samantha Wilson
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