Thursday, February 27th, 2014 - Roy Morgan Research

New Zealanders aged 14+ spent $5.87 billion online in 2013—averaging over $1600 per Kiwi, the latest research from Roy Morgan Research shows.

Thanks to websites like Expedia, Webjet and Travelbug, travel products now comprise a third of all online expenditure, with $1.98 billion spent last year.

The next biggest chunk of our online spend goes on Entertainment and Leisure purchases (14.1%) followed by Electronics products (11.2%), Fashion (10.4%) and Food and Beverages (7.5%).  

Proportion of $5.87billion spent online in 2013 by category:


Source: Roy Morgan Single Source (New Zealand), January 2013 – December 2013, n= 12,488 New Zealanders 14+

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

“Comparing these results with our previous research for the year to April 2013, the Travel category was the only one to experience any dramatic growth in dollars spent, up $340 million. Consequently, Travel Products now account for 33.7% of all online dollars, up from 29.2%.

“The Electronic Products, Food and Beverage and Other categories each declined slightly in dollar terms and, therefore, as a proportion of total expenditure.

“45% of New Zealanders now say they research online but purchase in stores and 51% only buy online from retailers they know.”

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


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