New Zealand Consumers Ahead of the Curve in Digital

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IDC New Zealand’s ‘2017 ConsumerScape 360° survey’ shows that New Zealand is now a top performer in adoption and usage of digital services.

The survey found that higher proportion of New Zealand consumers pay for premium services including paid online music streaming, paid cloud services, and premium console gaming compared to the worldwide average. Streaming has grown strongly in adoption in New Zealand over the last year as Netflix, Lightbox and other services have grown in popularity.

While the US leads the way in percentage of consumers who pay for streaming services, New Zealand ranks very highly for those who use it as their primary method of watching video, with 22% of NZ consumers now say that streaming is their primary method of program viewing. This is equal to the US and well above the worldwide average of 14%.

The IDC report series compares digital adoption of devices and services across 19 countries. It highlights the growing importance of digital technologies and services in consumers’ lives and shows that New Zealand is leading the way in many aspects of digital adoption.

“In previous years, we’ve seen New Zealand lag behind other countries in digital uptake,” said Shane Minogue, Research Manager for Telecommunications, IDC New Zealand. “This year’s results show that New Zealand is now in line with other countries and, in many areas, is ahead of the pack.”

The report shows that New Zealand has strong uptake across the digital landscape:

  • New Zealand consumers have one of the highest Facebook activity rates, 81% of New

Zealand respondents accessed Facebook in the last 30 days, well above the worldwide average of 74%;

  • The average New Zealand consumer now spends 56 hours or 47% of their average waking

hours in a week on a digital device; and

  • The average NZ consumer owns 6.5 digital devices, with 67% of these being smart.

But, inertia reigns in other areas. Only 12% of New Zealand consumers say that they “always want the latest and greatest electronic devices”, compared to 23% worldwide.

“It appears New Zealand consumers will adopt digital services and tech if there is a desired-use case,” added Minogue. “There is apathy towards new technologies and services where the benefit is unclear. For example, just 18% of New Zealanders surveyed said they used virtual reality more than once in the past year, compared to 38% on average across all countries surveyed.”