Study: more New Zealanders get smartphone savvy

More New Zealanders are using smartphones to access music and social media.

Their reputation as an extremely tech-savvy race has been confirmed by the latest data from global performance management company Nielsen.

The New Zealand Connected Consumer Report found that of a total population of near 4.6 million, about 3.1 million spend 16 hours online each week. 73% use two devices weekly, and 39% (nearly two in five) utilise at least three.

Smartphones usage continues to escalate. Of these online consumers, 64% own a smartphone, compared to 70% for mobile phones and 33% a tablet device. Over a quarter use both a smartphone and a tablet, a fivefold jump in the past four years. 65% access digital content by smartphone, and 27% via their tablet.

Tony Boyte, Research Director at Nielsen NZ said, “Smartphones have become a dominant player in providing brands with a tool to deliver online content and experiences to highly targeted audiences at highly intentional times. This means more opportunity for advertisers to engage connected NZ consumers at precisely the right moment with the right message.”

Smartphones are increasingly used to watch short-form videos, and listen to radio and music.

Accessing social media via smartphones is also being a more popular activity. Nielsen says 70% for Instagram, two in five for Twitter and over half for Facebook. In total, almost nine in ten New Zealanders use social media and three quarters use Facebook each month, still primarily through desk- and laptop computers.

Each month, more than half (53%) of online New Zealanders watch TV or movie content. 76% watch TV while accessing the internet through another device.

According to Boyte, this rising digital media engagement creates challenges for advertisers, media owners and content providers. But it’s a boon for brands.

“With so many new touch points out there, the opportunities are growing,” he pointed out. “What’s more, the mobility of these devices facilitates online media access across a range of locations and situations, providing brands an opportunity to engage with consumers at the right time, in the right place and with the right message.”