Impact PR's Fleur Revell surveyed the New Zealand public to determine the uptake of and attitudes towards digital media.

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IMPACT PR
BOOKSTORE RESEARCH
A presentation by Fleur Revell-Devlin & Mark Devlin of Impact PR

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EXECUTIVE SUMMARY
Methodology
This research surveys a minimum of 1,000 New Zealanders online using a nationwide sampling framework, the
results are then weighted to Statistics New Zealand census gender, age and location data. This sample size
consisted of 1024 participants.

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EXECUTIVE SUMMARY
Key Findings
The vast majority (84%) of respondents enjoyed going to the library as a child (especially females, those aged 45
to 54 years and those in Wellington).
Most believe there is a place for libraries in the future (92%), especially females, and those aged 45 to 65+.
More than two-thirds (69%) have read a newspaper online in the past 12 months (those in Auckland and those
aged 35 to 44 years old were more likely), while 59% had watched a TV programme online (18 to 44 year olds
and those in Wellington were more likely).
A third intend to watch a TV programme online over the next 12 months (more likely if 18 to 24 years old), a
quarter intend to download an e-book (more likely if 55 to 64 years old).
People are unsure if the increasing consumption of digital media will have a negative impact on the literacy levels
of New Zealanders with 52% saying ‘Yes.’ However those aged 65 years+ were more likely to think it will have a
negative impact (62%).

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EXECUTIVE SUMMARY
The Majority of people (84%) enjoyed going to the library as a child. A similar number (92%) still believe
that there is a place for libraries in the future despite the threat of e-books.

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EXECUTIVE SUMMARY
Two out of three had read the newspaper online or on a smartphone/tablet App. only 12% had not used
one of these device functions
More likely to do the
following if:
Read a newspaper online:
35-44 year olds, Auckland
Watch a TV show online: 18-
44 year olds, Wellington
Listen to radio online: Males,
25-34 year olds
Download e-books: 18-24
year olds, Wellington
Download e-magazine:
Males, 35-44 year olds

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EXECUTIVE SUMMARY
A third intend to consume more TV programmes online or on a smartphone/tablet App in the coming year
while a quarter intend to download or read more electronic books
More likely to intend to
consume more if:
Watch a TV show online:
18-24 year olds
Download e-books: 55-64
year olds
Read a newspaper online:
25-34 year olds, Auckland
Listen to radio online: 25-
34 year olds, Auckland
Download e-magazine:
Auckland

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EXECUTIVE SUMMARY
People were unsure if increasing consumption of digital media will have a negative impact on the literacy
levels of New Zealand, those aged 65 years + were more likely to think it will negatively impact

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OMNIBUS DEMOGRAPHICS
Count
Are you:
Male 490
Female 534
Age groups:
18 - 24 years 131
25 - 34 years 165
35 - 44 years 184
45 - 54 years 193
55 - 64 years 158
65+ years 194
Region you Live in:
Northland 28
Auckland 339
Waikato 89
Bay of Plenty 57
Gisborne 1
Hawkes Bay 28
Taranaki 30
Manawatu/Wanganui 77
Wellington 116
Other North Island 8
West Coast 2
Canterbury 134
Otago 63
Southland 17
Tasman/Nelson/Marlborough 35
Other South Island 0
Count
Household:
Single person living alone 121
Single person sharing with
friends 96
Couple with no children 147
Single/Couple with preschool
aged children 75
Single/Couple with school-aged
children 161
Single/Couple with adult children 154
Single/Couple with children who
have left home 184
Single/Couple with mix of
preschool/school/adult children 63
Other please specify 33
Employment status:
Employed fulltime 398
Employed part-time 144
Business Owner Self-employed 122
Housewife husband 66
Retired 140
Student 95
Unemployed 40
Other 20

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Thank You