Thursday, April 4th, 2013

Singlehandedly destroying the traditional retail industry, or offering consumers more variety and better deals than ever before? No matter what you think of online shopping, one thing is sure it’s here to stay. And it seems New Zealanders are hooked!

Singlehandedly destroying the traditional retail industry, or offering consumers more variety and better deals than ever before? No matter what your opinion of online shopping, one thing is certain: it’s here to stay. Over the last nine years, purchasing goods and services on the internet has tripled in New Zealand, according to Roy Morgan’s latest New Zealand State of the Nation report.

The recently launched report reveals that nearly 65% of Kiwis aged 14+ have used the internet to make a purchase (compared to 56.3% of Aussies), with 46.8% of the population buying something online in the last four weeks.

From fashion to furniture

But what are New Zealanders buying online, exactly? Most popular by far are Entertainment & Leisure products (for example, DVDs, music, concert tickets), with 41.8% of internet shoppers purchasing something from this category in an average four-week period.

Fashion products (24.9%) and electronic products (17.2%) are in second and third positions, with reading material (16.3%) a close fourth.

While pets and furniture were purchased by fewer people, their availability online speaks volumes for the diversity of what can be found — and bought — on the internet.

Source (chart 1):Roy Morgan Single Source (New Zealand), January 2002 – December 2012 (n = 11,972).

Source (chart 2): Roy Morgan New Zealand; 12 months to December 2012, n = 4,977. Base: New Zealand Population 14+ who purchased on the Internet in last 4 weeks.

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

“Entertainment and leisure goods continue to be the most popular category of online purchase among New Zealanders by far, with fashion products and electronic items fast gaining ground.

“One in every four Kiwis purchased fashion products online in an average four-week period, compared to 22.4% of Australians. However, Aussies buy more entertainment and leisure, electronics and reading material than their New Zealand counterparts.

“The fact that these same four categories top the lists on both sides of the Tasman for internet purchases suggests that traditional ‘bricks-and-mortar’ retailers in these areas need to provide an online alternative for their customers in order to maintain their competitive edge.”

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


Internet shopping, online shopping



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