Smartphone and Tablet usage is booming in New Zealand as data from these recent surveys can confirm.
Frost & Sullivan New Zealand Mobile Device Usage Report 2013
According to Frost & Sullivan, 64% of New Zealanders between 15 – 65 own a smartphone and 26% own a tablet. With tablets being a less personal device, it’s relevant to note that 42% of all NZ households have at least one tablet, which is used by multiple people. The New Zealand Mobile Device Usage report looks at smartphone and tablet ownership and usage trends. Also covered are forecasts for device ownership to 2018, with NZ predicted to reach 90% smartphone ownership and 78% tablet ownership in 4 years time. Other data from the report includes:
Of New Zealanders between 15 – 65
- 64% currently own a smartphone
- 26% currently own a tablet
Of NZ smartphone owners:
- 64% prefer Android as an operating platform
- 24% prefer Apple’s iOS operating platform
- 51% have used their smartphone to locate stores
- 31% have used their smartphone to compare prices
- 26% watch user generated content most days
Of NZ internet users between 15 – 65
- 28% have purchased products via smartphone
- 18% have purchased products via tablet
- 61% of New Zealanders access social networking via an app or mobile website
Google Our Mobile Planet New Zealand Data 2013
The Google Our Mobile Planet Survey is carried out each year and covers many regions of the world. The website offers interactive charts which you can use to specify the country, behaviour and usage data you wish to view. Data includes smartphone ownership, mobile app and site usage, social media and local search behaviour and responses to advertising and business information on smartphones.
The chart below illustrates activities that NZ smartphone users have used on their smartphones. For additional custom charts and much more data on smartphone usage in New Zealand, visit the Our Mobile Planet website, select your criteria and create a chart.
Below is some more data drawn from the Our Mobile Planet website.
Of NZ smartphone users:
Usage and Behaviour:
- 67% have used an application
- 91% access the internet at least once a day from their smartphone
- 51% use their smartphone while watching TV
- 45% have used their smartphone to purchase a product or service
- 63% have done online banking or used a financial service
- 63% have sent email
- 90% have used Facebook on their smartphone
- 59% have watched videos
- 51% use it for email daily
Local Search, Shopping and Advertising
- 88% have noticed ads on their smartphone
- 19% have clicked on an ad
- 91% have looked for local information
- 45% have called a business after looking for local information
- 48% have visited a business after looking for local information
- 45% have looked up a business on a map or got directions
- 29% made a purchase from a business after looking for local information
- 50% have called a business after searching for local information
- New Zealanders have an average of 27 apps on their smartphone
- New Zealanders use an average of 10 apps actively
- New Zealanders have an average of 7 paid apps
Statcounter Mobile vs Desktop Usage forNew Zealand
The Statcounter website offers an interactive tool that can be used to calculate web and device usage of global web traffic for most countries of the world. The data is updated monthly and is a good illustration of the growth of mobile data usage globally and as indicator of how individual countries compare. Below is data for April 2014, or visit Statcounter to calculate data for a specific date range.
In March 2014
- NZ Web traffic on mobile devices was 14.7% of all web traffic
- NZ Web traffic on tablet devices was 10.2% of all web traffic
- Global Web Traffic on mobile devices in March 2014 was 23.9% of all web traffic
- Global Web traffic on tablet devices in March 2014 was 5.8% of all web traffic
Roy Morgan Single Source, New Zealand May – October 2013
Roy Morgan has identified an interesting trend for Smartphone Users in New Zealand. Apparently smartphone owners are more likely to notice outdoor ads than non-smartphone owners. This is good news for marketers who want to link outdoor messaging with device specific activity. See this article from Roy Morgan Smartphones connecting with Outdoor Advertising for detailed results and breakdowns.
In the six months to October 2013:
- 54% of smartphone owners noticed billboards compared with only 43% of others
- 50% of smartphone owners noticed ads on bus shelters compared with only 35% of people without a smartphone
- Smartphone owners are more likely to notice outdoor ads than non-smartphone owners (includes billboards, shoppping centres, supermarket trolleys, screens in lifts, mobile billboards, public transport, gyms, news stands and more – see report for details)
Mobile Advertising Spend
Finally, the IABNZ Mobile Advertising Council reports that Mobile Ad Spend in New Zealand almost doubled from $2.83 million in 2012 to $5.60 million in 2013. The council forecasts that spend will double again in 2014.