New Zealand digital ecosystem : mobile usage, internet penetration, eCommerce specialists.

1. New Zealand :
Digital Landscape
Overview
1. Internet users
2. Mobile users
3. Social Media
4. E-Commerce
http://www.newzealand.com/us/feature/abel-tasman-coast-track/

2. New Zealand : Overview
4,525,000 million people
• 3,994.2 million Internet users
• 88.2% : Internet penetration
• E-commerce Market Size : $3.1 Billion
http://www.euromonitor.com/new-zealand/country-factfile

3. New Zealand : Overview
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/
2013
Tablet
7%
2012
19%
60%
Smartphone
33%
20132012

4. I. Internet Users

5. 20% 19% 19% 18% 24%
15 - 24 24-34 35-44 45-54 55+
AGE DEMOGRAPHIC % BREAKDOWN
% of online Kiwis
8,035,2008,164,800
50,4% 49.6%
I. Internet Users
Who are they ?

6. I. Internet Users
What are they doing
Source : http://econsultancy.com
Site Categories % Reach
Search/Navigation 97.5
Portals 97.0
Entertainment 96.9
Business/Finance 95.7
News/Information 95.5
Community 95.5
Social Networking 94.6
Technology 91.8
Directories/Resources 90.2
New Zealand’s Top
Site Sites
% Reach Total unique
Visitors (000)
Google Sites 94.0 2.664
Microsoft Sites 90.6 2.569
Yahoo! Sites 79.5 2.255
Facebook 78.8 2.235
Fairfax Media 68.2 1.934
Trade Me 58.9 1.670
APN News & Media 56.2 1.594
Wikimedia Foundation
Sites
42.7 1.211
Apple 39.0 1.106
New Zealand’s Top Site
Categories
New Zealand’s Top Site

7. I. Internet Users
Categories of Greatest Internet Use:
Daily and Several Times a Day Internet
Users
Source : http://econsultancy.com
What are they doing
0
50
40
30
20
10
43%
News
20%
Fact
Check
11%
Online Banking
11%
Product
Information
49%
Browse
Web
10%
Play
Games
10%
Look Up Definition
10%
Download/Listen
to Music

8. I. Internet Users
Source : http://econsultancy.com
What are they doing

9. I. Internet Users
Random Fact
 Nearly a third of New Zealand’s
internet users (31.7%) have an
annual household income greater
than NZ$100,000.
Source : http://econsultancy.com
 The number of internet users in
New Zealand dropped by 2%
between July 2011 and July 2012.
In New Zealand, internet page
views grew by 22% between July
2011 and July 2012
 In New Zealand, data usage
grew by 46% between July 2011
and July 2012.

10. II. Mobile Users

11. Who are they ?
II. Mobile Users

12. II. Mobile Users
0
100
80
60
40
20
Smartphone Penetration
58%
60%
55%
42%
33%
29%
47%
40%
18 - 29 30 - 49 50 + All
Age
Source : Our Mobile Planet

13. How do they use their
Smartphones ?
II. Mobile Users

14. III. Mobile Users
General use
0
100
80
60
40
20
General Smartphone
Activities
68%
Browsed the
Internet
53%
Product
Search
29%
Purchased a
product /
service
67%
General search
64%
Accessed social
network
49%
Download
Mobile content
67%
Used an
application
http://www.thinkwithgoogle.com/mobileplanet/en/

15. II. Mobile Users
0
100
80
60
40
20
Social Media
Frequency of social
network visits on
smartphone
45%
Daily
19%
Weekly
7%
Monthly
6%
Less than
monthly
17%
Never
http://www.thinkwithgoogle.com/mobileplanet/en/

16. II. Mobile Users
Social Media
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

17. II. Mobile Users
And What Mobile E-
commerce?

18. II. Mobile Users
Mobile commerce
• The mobile phone seeing plenty of usage as an on-
the-spot research tool (much to the concern of local
retailers), with consequences as the mobile-enabled
consumer is now able to comparison-shop anytime,
anywhere:
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

19. II. Mobile Users
Mobile commerce
… And there is a strong desire to do more
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

20. II. Mobile Users
Mobile commerce
• many consumers would rather get their
information electronically than face to face:
http://marketingweek.co.nz/2013/05/new-zealand-mobile-statistics-2013/

21. II. Mobile Users
0
100
80
60
40
20
24%
73%
Yes
Has ever purchased on
smartphone
27%
No
73%
27%
6%8%
14%
Barriers to purchasing on
smartphone
Too
complicated
Too
expensive
Prefer to use
computer/
laptop
Doesn’t
secure
Payment is
too complex
http://www.thinkwithgoogle.com/mobileplanet/en/
Mobile commerce

22. II. Mobile Users
0
50
40
30
20
10
21%
18%
16%
Smartphone Influence
on purchase decision
Intentionally take
smartphone to
research products
Changed
mind in store
purchase
Changed mind
about online
purchase
Awareness of
advertising on
smartphone
12%
20%
29%
25%
14%
All the times
Most of
the time
Sometimes
Rarely
Never
Mobile commerce
http://www.thinkwithgoogle.com/mobileplanet/en/

23. III. Social Media

24. III. Social Media
Most Popular Social Sites
Source : http://econsultancy.com
• 57% of New Zealand internet users
visit social networking sites at least
monthly
Sites % Reach Total Unique
Visitors (000)
Social Media –
Social
Networking
94.6 2.682
Facebook 78.8 2.235
Linkedin 18.1 513
Twitter 11.4 324
Tumblr 10.4 294
DeviantArt 7.3 206
Myspace 4.8 136
Goodreads 3.0 84
Weheartit 2.7 77
Pinterest 2.7 76
BEBO 2.7 75
New Zealand’s Top
social Networking Sites

25. III. Social Media
Social Commerce
Source : http://econsultancy.com – November 2011
• The most popular reason
for New Zealander's to
connect with brands online is
to enter competitions and
win prizes.
Motivation Fan
Competitions and Win prizes 331,475
Promotion or a special offer 118,442
Connect with a brand I’m
passionate about
85,776
Get More Information about
the brand
82,987
Acces Content Supplied by
the Brand
82,203
Give Brands Input 70,031
Get Customer Service 63,946
Give Brands Input 50,483
Get Customer Service 49415
Don’t want to be bothered
by brands
43,446
Why Zealanders Connect
with Brands Online

26. III. Social Media
Social Commerce
Source : http://econsultancy.com – Mars 2012
• 5 Gum Australia & NZ is New
Zealand’s top brand on Facebook (in
terms of fans).
Rank Brand Fan
1. 5 Gum Australia & NZ 331,475
2. Grab One 118,442
3. Lemon & Paeroa 85,776
4. MCDonald’s NZ 82,987
5. Air New Zealand 82,203
6. Coca-Cola New
Zealand
70,031
7. Smoking not our future 63,946
8. 2Degrees Mobile 50,483
9. Canterbury of New
Zealand
49415
10. Burger King NZ 43,446
Top New Zealand Brands on
Facebook

27. IV. E-Commerce

28. IV. E-Commerce
Source : http://econsultancy.com
Market size and trends
 Total Estimated
Retail Sales :
$54.24 Billion
 Predicted Growth by 2016 :
$5.37Billion (14.3%)
 Average Spend per Shopper :
$1.659
Total Online Expenditure :
$3.19Billion
Total Estimated Offline
Retail Sales :
$51,05 Billion
5,9%
94.1%

29. Before shopping…
II. Mobile Users

30. IV. E-Commerce
http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/
Market size and trends

31. IV. E-Commerce
Market size and trends
http://www.digitalpulse.pwc.com.au/online-shopping-australia-infographic/

32. IV. E-Commerce
Source : http://econsultancy.com
• With 19.8%
reach,
comparison
shopping is the
top retail
category in New
Zealand.
Market size and trends

33. While Shopping…
II. Mobile Users

34. IV. E-Commerce
Market size and trends
0
50
40
30
20
10
41.8%
24.9%
17.2%
16.3%
15.5%
10.2%
8.8%
6.8%
6.7%
Entertainment and leisure
Fashion
Electronics
Reading Material
Food and beverages
Health and beauty
Home & Garden
Travel Product
Fitness
What internet shoppers buy online

35. IV. E-Commerce
Source : http://econsultancy.com
• Amazon reaches 29.5% of the
New Zealand population.
Market size and trends

36. L’Atelier Management Consulting (Shanghai) Ltd.
Cloud Nine Plaza, 9/F
1118, West Yan'an Road | 200052 Shanghai | China
T 86 21 62 81 85 33 | www.atelier.net
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