Saturday, August 11th, 2012
According to the latest Roy Morgan Research New Zealand “State of the Nation” Report, a record 63% (more than 2.2 million New Zealanders) now agree that Maori culture is an essential component of New Zealand society.
Over the last decade there has been an upsurge in the realisation of the importance of Maori culture to New Zealand society. Although the trend appeared to steady over the past five years the last 12-18 months has seen a resurgence to a record 63% compared to 52% over a decade ago. These findings are based on Roy Morgan Research Single Source – a New Zealand-wide survey of approximately 12,000 New Zealanders annually.

New Zealanders view on Maori culture

Source: Roy Morgan Single Source, New Zealanders aged 14+, January 2001 – May 2012, 12 month rolling average = 12,025.

Pip Elliott, General Manager (New Zealand), Roy Morgan Research says:
“Having just celebrated M?ori Language week for this year, it is interesting to see that there is an increasing incidence of Kiwis who believe Maori culture is an essential component of society. The aim of M?ori Language week is to encourage all New Zealanders to have a go at learning M?ori and using more Maori phrases in everyday life.

“Those with the highest level of belief in the importance of M?ori culture are females (68%) and people aged 25-34 (69%). As would be expected, there is a very high level of agreement on this issue among Maoris (88%) and Pacific Islanders (74%).”


An extensive range of detailed Roy Morgan New Zealand Economic, Political and Social profiles includes the latest State of the Nation Report. Roy Morgan Research Consumer Profile contains insightful quantitative data in ready-to-copy-and-paste charts and graphs that can be an invaluable resource for your market review, strategic marketing planning, advertising brief development, management update presentation or conference address.

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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.
Shaun Ellis
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