New Zealand consumers are becoming more open to marketing via social media and mobile devices, and kiwi businesses need to start cashing in, a new report has found.

The report, commissioned by customer support specialists RightNow, says the number of New Zealanders who actively use social media sites has grown from 63% twelve months ago to 70% today, and 36% of New Zealanders use a mobile device to access the internet.

Of the social media users, 23% admitted having made a purchase because of a social media discussion, and 70% said they would be happy for organisations to contact them through social media with special offers and discounts.

Brett Waters, RightNow APAC – South vice president, says these numbers suggest people are becoming more keen to engage more directly with organisations on the web.

"New Zealand organisations today are facing a difficult challenge,” Waters says.

"Maintain quality service across traditional communication channels and at the same time implement strategies that embrace the strengths and flexibility of emerging channels such as mobile devices and social media.”

Waters adds that in addition to allowing communication between customers and organisations, social media allows customers to connect with other customers.

"While good in-person service will always be important, the experiences that customers receive on the web or when conversing on social media are just as critical.”