Monday, January 30th, 2012
Approximately 3 million New Zealanders aged 14+ own or use a mobile phone – and new research from Roy Morgan shows that more New Zealanders are now using their mobile phones to send text messages (89%) than making phone calls (80%).

Other mobile phone functions used include taking photos (44%), playing games (23%), playing music (19%) and Bluetooth functions (19%).

This research is based on a New Zealand wide survey of 12,000 people conducted over the 12 months to October 2011, of whom 10,405 own or use a mobile phone.

Mobile Phone Usage by New Zealanders

Base: New Zealanders (14+) who own or use a mobile phone. Source: Roy Morgan Single Source September 2010 – October 2011, n=12,000, of whom 10,405 own/use a mobile phone.

When looking at mobile phone usage by age groups, among the 14-17 year olds, over 30% more sent text messages than made phone calls (90% vs 58%). This gap decreases with age up to people aged 65+, where this group makes more phones calls than sending text messages.

Pip Elliott, Client Services Director, Roy Morgan Research, says:

“The convenience of a mobile phone enables consumers to do much more than calling or texting. Mobile Phones now are not only capable of video calls, photos, games, data transfer, internet and email, but also have ability to provide instant social media alerts  from Facebook, Twitter and other platforms.

“The fact that consumers are using more diverse functions available on their mobile phones has been the driving force behind mobile manufacturers and designers’ creativeness. Manufacturers need to understand mobile handset preferences by age group, gender, and other major demographics - and the different functions they deem important to ensure their products are more accurately targeted.”

Roy Morgan has a range of ready made research reports and profiles available on the mobile phone market.

The latest detailed Roy Morgan
Mobile Phone Handsets Profiles take an in-depth look at users of Apple iPhone, BlackBerry, LG, Motorola, Nokia, Samsung and Sony Ericson.

The latest detailed Roy Morgan Mobile Service Providers (MSP) Customer Profiles are available.

The latest detailed Roy Morgan
Internet Profiles offer a broad view of customers Browsers, Frequency of use, Internet Connection, Internet Speed, Length of use, Main location of use and Search Engines.

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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