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New Zealand: Social Media - Trends
MAINSTREAM MEDIA VERSUS INTERNET
Rating of Mainstream Media and Internet as an Information Source
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
The Internet is rated highly as a source of information by all respondents,
above all the other sources surveyed. 65% rate the Internet as important compared with 19% as not important. This places the Internet as a more important source of information than television (55%), newspapers (53%), and radio (44%). An interesting observation: the Internet rates even higher than interpersonal sources like family and friends (53%) or community services such as libraries (45%). Rating of Mainstream Media and Internet as an Entertainment Source
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Television remains the dominant entertainment medium, with 56% of New
Zealanders rating it as an important source of entertainment. New Zealanders value the Internet somewhat less for entertainment value than for information. Only 35% rate the Internet as important for entertainment, compared to 39% who consider it not important. This is similar to the pattern of responses for newspapers. Rating of Internet as an Information Source
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
74% of users see the Internet as an important
source of information, only 21% of non-users see it the same way. Also, there is a drop-off in ratings of the Internet’s importance as an information source with increasing age. For example, 83% of teens rate it as an important information source, 58% of those in their 50s and only 13% of those in their 80s. Across the ethnic groups, on average, Asians give higher ratings than either Maori or Pakeha – and no Asians from the sample rated the Internet as an unimportant source. 70% of main city dwellers rate it as important, while only 56% of rural dwellers do so. There is a modest increase in ratings with increasing incomes – 50% of those earning less than $25K rate it as important, while 79% of those earning more than $100K rate it that way.Rating of Internet as an Entertainment Source
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Users, in sharp contrast to non-users, are far more likely to give a high rating to the Internet for entertainment. Ratings of the importance of the Internet as an entertainment source drop off sharply with increasing age, from 68% of teens through to a mere 8% of those in their 80s and above rating it as important. Among the ethnic groups, Pakeha are the most likely to rate the Internet as not important as an entertainment source. The importance of the Internet as an entertainment source increases with income, from 25% of households earning less than $25K rating it as important, to just over 40% of households earning over $65K doing so.
GENERAL USES OF THE INTERNET
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Users, in sharp contrast to non-users, are far more likely to give a high rating to the Internet for entertainment. Ratings of the importance of the Internet as an entertainment source drop off sharply with increasing age, from 68% of teens through to a mere 8% of those in their 80s and above rating it as important. Among the ethnic groups, Pakeha are the most likely to rate the Internet as not important as an entertainment source. The importance of the Internet as an entertainment source increases with income, from 25% of households earning less than $25K rating it as important, to just over 40% of households earning over $65K doing so.
GENERAL USES OF THE INTERNET
Most Visited Websites
Using the number of visits to all websites by New Zealanders in the first week of September 2009 as a gauge, Google New Zealand is the most visited website in the country, accounting for 7.75% of all website visits, followed by Facebook and Trade Me, which accounted for 4.75% and 3.59% of all website visits respectively.Use of Internet for Government Information/Services
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Government or council information and services are accessed via the Internet by a significant number of users. Around 60% of users get political information from the Internet, while an 40% get policy information and an estimated 30% access secure services and pay taxes or fines online. Frequency of Internet used as a Teaching Tool
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Most student respondents say the Internet is used as a teaching tool in
their classes. 50% say it is used for this purpose at least weekly, with 6% reporting several times a day. 28% say that the Internet is never used as a teaching tool. Internet used to look for jobs
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
During the recent economic crisis, searching for jobs online may have become a more important activity for some New Zealanders than in previous years.
Both Pakeha and Maori use the Internet less frequently than Asians and Pasifika for their job searches. Half of all city dwellers use the Internet at least occasionally to look for jobs, while 29% of rural dwellers ever use the Internet for that purpose. Finally, people under the age of 50 use the Internet far more frequently than those over the age of 60 when searching for jobs.
Frequency of Internet used for Information
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
New Zealanders spend considerable time using the Internet to find different kinds of information. 63% of users go online at least weekly to find local, national or international news. Less frequent are the uses of the Internet to find information about travel (21% at least weekly), or health (also 21%). 15% use the Internet at least weekly to look for jobs, 19% to read blogs, and 18% to find jokes, cartoons or other humorous content. Frequency of Internet used for Entertainment
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Many Internet users spend some time browsing for entertainment purposes, 83% of them on at least a weekly basis. Other entertainment activities include downloading or listening to music (11% of users do so daily), downloading or watching of videos (10% daily) and playing games (13% daily). BEHAVIOR OF ONLINE USERS
Key Findings Showing Activities of Online Users
(Figures and chart was adapted from The Broadband Report 2008, Nielson Online)
(Sample size of New Zealand Internet Users, n= 2059)
These figures translates to around
- Just over 2 million sharing photos and just over 1 million sharing video
- 1.7 million reading consumer reviews online
- 1.6 million consumers involved in social networking
- 1.3 million reading blogs and 451,000 created a blog
- 822,000 submitting product reviews online
- 822,000 uploading music and 637,000 uploading video
Anticipated Activity Uptake Timing in New Zealand
(Figures and chart was adapted from The Broadband Report 2008, Nielson Online)
(Sample size of New Zealand Internet users aware but not engaged in the below activities, n= 492)
Significant yearly growth is expected among several CGM-related activities*, notably:
- Video upload to grow by 80% during the next 12 months to reach 43% of the online population
- Blog creation to increase by 65% to reach 28%
- Online profile creation will increase more gradually, but will top 50% of online population within one year
SOCIAL NETWORKING SITES
As shown by the chart to the right, between 2007 – 2010, the share visits to social networking sites as a percentage of visits to all website made by New Zealanders grew rapidly.
Facebook was been responsible for almost all of this increase, gaining a 4.3% share of visits by all New Zealand internet users. Facebook’s growth in 2009 added over half the volume growth of the previous two, and quadrupled its share of visits in the process from 1.4% to 5.8%.
In sharp contrast, MySpace suffered substantial losses of share of visits, losing 56.3% to currently hold 0.16% share of all visits, or one in every 625 visits by New Zealand Internet users between November 2007 and November 2009. (Its share of visits peaked in the month of February 2007 when it held a 0.64% share, responsible for one every 156 visits.)
Bebo also lost 44.7% of its share of visits between November 2008 and November 2009, from a peak of 0.87% market share in December 2008, to 0.41% in November 2009.
Micro-blogging service Twitter grew tremendously in 2009 and took media attention away from Facebook’s performance. Its growth numbers were astonishingly high – 656.6% between November 2008 and November 2009.
The Main Players
(From My Metrix Feb 2009, ComScore; abstracted from Stats about social media in New Zealand, iJump blog)
As shown by the chart to the right, between 2007 – 2010, the share visits to social networking sites as a percentage of visits to all website made by New Zealanders grew rapidly.Facebook was been responsible for almost all of this increase, gaining a 4.3% share of visits by all New Zealand internet users. Facebook’s growth in 2009 added over half the volume growth of the previous two, and quadrupled its share of visits in the process from 1.4% to 5.8%.
In sharp contrast, MySpace suffered substantial losses of share of visits, losing 56.3% to currently hold 0.16% share of all visits, or one in every 625 visits by New Zealand Internet users between November 2007 and November 2009. (Its share of visits peaked in the month of February 2007 when it held a 0.64% share, responsible for one every 156 visits.)
Bebo also lost 44.7% of its share of visits between November 2008 and November 2009, from a peak of 0.87% market share in December 2008, to 0.41% in November 2009.
Micro-blogging service Twitter grew tremendously in 2009 and took media attention away from Facebook’s performance. Its growth numbers were astonishingly high – 656.6% between November 2008 and November 2009.
The Main Players
(From My Metrix Feb 2009, ComScore; abstracted from Stats about social media in New Zealand, iJump blog)
(Last updated in 2009)
This graph shows the steady decline in popularity of Bebo, while Facebook continues to take off (556,000 visitors in October 2008, compared with 805,000 in February 2009).
The Main Players
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Comparing this figure to the one above, there is a jump in rankings of
the most popular social networking site in New Zealand. In February 2009, Bebo was still the most popular site, but as of August/September of 2009 (which was the time the Internet in New Zealand 2009 survey was carried out), Facebook had overtook Bebo.75% ofsocial networking users reporting that Facebook is the site they use most often while Bebo is a distant second with only 18% using it most often. Members of Social Networking Sites
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Social networking has become an important part of the online experience for many New Zealanders. Nearly half of users are members of social networking sites (48%).
With the rise of websites such as Facebook and Bebo, social networking has become a very important part of the online experience. Membership in social networking sites is strongly age-graded, with just over 80% of people unger the age of 30 members of such sites 44% of those in their 40s and only 21% of those in their 60s.
Significantly more women than men are members of such sites. Across the ethnic groups, approximately 43% of Pakeha and Meori are members, compared to over 70% of Asians and Pasifika. 53% of city dwellers belong to social networking sites, but only 31% of rural dwellers.
On average, urban dwellers engage in a number of online activities more frequently than do rural dwellers. For example, urban dwellers download videos, browse the web, go online for local and international news, and go online to look for jobs more frequently than do rural dwellers.
Rating of the Importance of Social Networking Sites to Daily Life
Both men and women have a similar regard to theimportanceof social networking sites to their daily life. A greater proportion of younger people than older people rate these sites as important. The shift in importance across age groups is linear. Social neworking sites are perceived as more important to daily life by pasifika respondents than Pakeha. However, the differences between urban and rural areas and across different income categories are not large enough to be significant.
Rating of the Importance of Social Networking Sites to Daily Life
(Figures and chart was adapted from The Internet in New Zealand 2009 Report, Institute of Culture, Discourse & Communication, AUT University)
Posting to social networking sites represent a major proportion of all online posting activity. 87% of social networking users post messages to such sites, 75% post images and/or videos, and 13% post audio material. However, very few people (2%) are posting content to social networking sites in order to generate income. MICROBLOGGING SITES
Twitter Usage in New Zealand
(From My Metrix Feb 2009, ComScore; abstracted from Stats about social media in New Zealand, iJump blog)
This diagram shows Twitter continues to grow from a
very small user base in New Zealand slowly within a period of five months from Oct 2008 to Feb 2009. Note: these Twitter statistics only measure visits to Twitter.com, not numbers of people using the Twitter service on their mobile phones or the multitude of Twitter desktop apps.
According to another blogger, Ben Young , who’s been tracking Twitter numbers over the month of April 2009, there are approximately 10,000 active users, which represents 100% growth over the previous month (5,000 active users). Overall user numbers are much higher, says Ben, but the 10,000 figure represents active, involved Twitterers in New Zealand.
The figures and charts on this page have been extracted from:
References
AUT University. (2010). The Internet in New Zealand 2009 Report. Retrieved on March 18, 2010, from http://www.aut.ac.nz/research/research-institutes/icdc/projects/world-internet-project
Long, A. (2009). Facebook Driving the Industry Growth (NZ). Retrieved March 24, 2010, from http://weblogs.hitwise.com/alan-long/2009/12/facebook_driving_the_industry_1.html
Nielson Online. (2008). The Broadband Report 2008. Retrieved on March 10 2010, from http://www.internetbureau.co.nz/attachments/docs/the-broadband-report-july-2008.pdf
Simon. (2009). New Zealand Facebook Data, PPC Facebook Advertising & Statistics. Retrieved March 24, 2010, from http://www.firstrate.co.nz/blog/new-zealand-facebook-data-ppc-facebook-advertising-statistics/
Simon Young. (2009). Stats about Social Media in New Zealand. Retrieved on March March 9 2010, from http://ijump.co.nz/stats-about-social-media-in-new-zealand/
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