Tuesday, April 24th, 2012
In our ever increasing online world, avoiding the internet is now harder than ever before. In the twelve months to January 2012, 93% of New Zealanders had ever accessed the internet, and 63% had also made a purchase online, according to Roy Morgan internet data.
Over the twelve months to January 2012, New Zealand internet users were asked which online shopping activities they had participated in during the previous four weeks. The most popular activities were researching products and services to buy, nominated by 30% of internet users, and also paying for purchases with a credit card (30%). These were followed by participating in online auctions (23%), using online payment/transfer systems (19%) and purchasing products and services other than groceries (17%).

Top 5 Online Purchasing Related Activities

Source: Roy Morgan Research Single Source, Feb 11 – Jan 12, n = 10,767.

When asked what types of purchases they had made in the last three months, 22% of New Zealand online buyers indicated Travel (tickets/accommodation); the most popular online purchase. This was followed by Shows/Movie Tickets/Events (17%), Books/Magazines/Newspapers (16%), Music to Download (14%) and Women’s Clothing (14%).

Top 5 Online Purchases

Source: Roy Morgan Research Single Source, Feb 11 – Jan 12, n = 7,158.

The data comes from Roy Morgan’s Single Source consumer survey, which includes information based on over 12,000 New Zealanders annually.

Pip Elliott, Client Services Director, Roy Morgan Research, says:
“Internet usage continues to grow; now 93% of New Zealanders have accessed the internet, compared with 75% in 2003. As a consequence of this increase, there has also been a rapid rise in online purchases, going from 22% in 2003 to 63% today.
“As certain industries move their customer sales channels to online, we should start to see products from particular industries being regularly purchased online. This may be the cause for travel tickets and accommodation - the most popular choice of online purchase – due to the online nature of travel purchasing.”
An extensive range of detailed Roy Morgan Online Shopper Profiles provide a comprehensive look at New Zealanders who have purchased particular products online, including alcohol, books and magazines, baby wear, computer equipment, cosmetics and skincare, furniture, jewellery, music, sports equipment, supermarket goods and many more.

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
W: www.roymorgan.com


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