Roy Morgan Research has been tracking digital media, like Facebook, for more than ten years. But as more technologies emerge and are adopted with ever increasing rapidity by the new Connected Consumer’ the time has come to connect all the dots. The Digital Universe is a new module available in Roy Morgan Single Source which connects the myriad of digital touch points, providing a 360 degree view of the new Digital Universe and how the exponentially expanding range of touch points is affecting New Zealanders’ daily lives – their media consumption, shopping habits, socialisation and expectations.

3. SMARTPHONE PENETRATION 31%
68% OF SMARTPHONE OWNERS ACCESSED
THE INTERNET VIA MOBILE PHONE (752,000)
INCREASED 99% IN THE LAST 12 MONTHS

4. 2 MILLION (56%) NEW ZEALANDERS
USE FACEBOOK
COMPARED 5.7% USED TWITTER
31% INCREASE OVER THE LAST 12 MONTHS

5. 27% OF SMARTPHONE OWNERS
USE THEIR MOBILE FOR SOCIAL NETWORKING
BUT ONLY 11% OF NEW ZEALANDERS WITH
SMARTPHONES
VISITED TWITTER IN THE LAST 4 WEEKS.

6. DIGITAL NEWSPAPER
CONSUMPTION, HAS INCREASED
112% 112% IN THE PAST 5 YEARS.
DRIVING TOTAL MASTHEAD
READERSHIP

7. 72% OF 18-24 YEAR OLD MALES
STREAM VIDEO CONTENT ONLINE
7% OF THESE NEVER WATCH COMMERCIAL TV

9. 57% OF NEW ZEALANDERS
VISITED TRADEME
55% BOUGHT FROM WAREHOUSE IN THE LAST 4
WEEKS

10. 19% OF NEW ZEALANDERS USED
ONLINE PAYMENT (e.g.PAYPAL)
COMPARED TO 30% WHO USED THEIR CREDIT CARD ONLINE

11. 36% OF NEW ZEALANDERS
WENT ONLINE TO PAY
HOUSEHOLD BILLS
IN THE LAST 12 MONTHS
COMPARED TO ONLY 10% USING CASH AND 17% USING CHEQUES

15. Mobile Social Networking
260,000 SMARTPHONE OWNERS
USE THEIR MOBILE PHONE FOR
SOCIAL NETWORKING
TECHNOLOGY EARLY ADOPTERS WITH A SMARTPHONE ARE
39% MORE LIKELY

17. Cosmetics & Social Media
MAC CUSTOMERS ARE 5X AS
LIKELY AS ELIZABETH ARDEN
CUSTOMERS TO USE TWITTER
10% OF BOTH MAC & ELIZABETH ARDEN CUSTOMERS ARE ON
GOOGLE+

18. Trusted Advisers – The Social Media Multiplier Effect
COMPARED TO THE AVERAGE NEW ZEALANDER
73 %
MORE LIKELY
89 %
MORE LIKELY
97 %
MORE LIKELY
120 %
MORE LIKELY
FINANCE FASHION HOME MOBILE PHONE
TO USE BUSINESS TO CREATE OR ENTERTAINMENT TO USE A
NETWORKING MANAGE A TO VIEW OR CHAT ROOM
SITES (EG.LINKED ONLINE CONTRIBUTE TO
IN) JOURNAL OR ONLINE FORUMS
BLOG

21. Those who use internet banking do so 1.25 times per week on average

26. Online Vs Offline
20% OF ONLINE PURCHASERS
SHOP IN STORES LESS OFTEN
OFFLINE RETAILERS ARE LOSING ONLINE SHOPPERS

27. Online Shopping
$5.6 BILLION SPENT
SHOPPING ONLINE
NEW ZEALANDERS IN THE LAST 12 MONTHS

30. People Travelling in the last 12 Months
$1.5b SPENT ON TRAVEL &
ACCOMMODATION ONLINE
22% USED THE INTERNET TO PLAN THEIR LAST TRIP
42% BOOKED THEIR LAST TRIP ONLINE

31. Window Shopping
49% RESEARCHED ONLINE
BUT BOUGHT OFFLINE
11% USED A PRICE COMPARISON WEBSITE
13% HAVE READ AN ONLINE CATALOGUE

32. Social Media and The Path to Purchase
12% READ RATING &
REVIEWS ONLINE
ONLY 4% HAVE POSTED A REVIEW
ONLY 1.4% OF NEW ZEALANDERS SAY THEY HAVE PURCHASED AS
A DIRECT RESULT OF ADVICE FROM A SOCIAL NETWORK

33. Smartphones and The Path to Purchase
8% RESEARCHED ON
THEIR SMARTPHONE
2.4% OF SMARTPHONE OWNERS HAVE PURCHASED
SOMETHING VIA THEIR MOBILE IN THE LAST 4 WEEKS

34. New Car Buyers
39% USE THE INTERNET TO
CHECK OR GET QUOTE
43% checked vehicle features online
19% used internet to locate a dealer

35. Local Area Marketing
49% OF SMARTPHONE OWNERS
OFTEN REDEEM COUPONS
IN THE PAST 12 MONTHS
31% have used GPS services
7% have used QR code reader

36. The New Battlefield for Retail
58% ‘NOT COMFORTABLE’
USING CREDIT CARDS ONLINE
2 out of 3 online shoppers ‘only buy from online retailers they know’
27% of online shoppers ‘only buy from New Zealand online stores’

37. Trademe Dominates Online Shopping
TRADE ME 2M VISITORS
WAREHOUSE 1.95M SHOPPERS

41. News
71% OF NEW ZEALANDERS WHO
HAVE ACCESS NEWS OR READ
A NEWSPAPER ONLINE
ALSO HAVE READ PRINT NESPAPERS IN THE LAST 7 DAYS
32% OF NEW ZEALANDERS WHO HAVE READ PRINT
NEWSPAPER IN THE
LAST 7 DAYS ALSO ACCESS NEWS OR NEWSPAPERS ONLINE

46. The Smartphone as a Multi-Media Device
31% (1.1M) OWN A
SMARTPHONE THIS GROWING
17% ACCESSED, USED OR RECEIVED NEWS CONTENT ON THEIR
SMARTPHONE IN THE LAST 4 WEEKS
14% STREAM/DOWNLOADED RADIO OR MUSIC, AND 19%
STREAM/DOWNLOAD
VIDEO CONTENT ON THEIR SMARTPHONE

47. www.thedigitaluniverse.com.au