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Kiwis increase online activity

26 Jul 2012

Over three million Kiwis are using the Internet every month with a surge in online shopping according to latest reports.

According to the latest Roy Morgan Single Source data, Australia’s largest research company, the number of New Zealanders aged 14+ using the internet has risen in the past two years from 81% to 85%.

The online shift has seen a dramatic rise in ‘marketplace’ type activities while ‘communication’ and ‘research and information’ remain popular.

Over half (51%) of New Zealanders now do one or more ‘Buying, Selling, Shopping’ activities online in an average four week period, showing a notable change from 30% in 2010.

The company say the most common use in this area is ‘paid for a purchase using a credit card’, ‘researched a product or service to buy’ and ‘participated in online auctions’.

Almost two million Kiwis are expected to spend $3.19 billion over the Internet this year highlighting a change in habits thanks to lower prices, better search engines and improved price comparison sites.

"The number of people using the internet to research products and services represents a huge opportunity for brands” says Pip Elliott, New Zealand general manager, Roy Morgan Research.

"Online is now a key source for consumers seeking information on products or services to buy, and for many it is now the destination for all pre-purchase research.

"This has real implications for marketers in terms of understanding the consumer’s path to purchase and the roles that the internet plays throughout this process — from pre-purchase research, to buying, to posting product reviews online and facilitating word-of-mouth via social media.

"Building a strong brand is now more important than ever, to help drive consumers to seek out your products/services in the online marketplace. Of course, brand’s online presence is critical, but perhaps more so is the need for a brand to already be in the consumer’s consideration set prior to commencing any product research.”

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