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The New Zealand on-line market under the microscope

By Mauricio Freitas, in , posted: 29-Mar-2007 13:56

Even with all complaints about the current state of affairs when it comes to New Zealand broadband services and infrastructure, it seems the kiwis love to buy on-line.

Reaserch firm Nielsen//NetRatings has just released the results of a its new "Online Retail Monitor", a continuous study of New Zealand's on-line market. The results show just strong the New Zealand market is for online shopping.

According to the press release sent out today, in a month-long period over December 2006 to January 2007, 66% of adult New Zealand internet users made a purchase online and 95% researched goods or services via the internet.

These are very high numbers when taken in comparison with a similar study conducted in Australia where 54% made a purchase online in the lead up to Christmas, and 87% researched goods or services online,.

It seems New Zealanders are also spending on-line a lot more than . The average amount spent online was NZ$774 for the measured period, whilst in Australia the December figure was NZ$649.

When asked if these dollars figures included on-line auction transactions, Tony Boyte, Senior Analyst for Nielsen//NetRatings, confirmed that yes, this activity is included.

What would be interest to see is how much of this dollar figure is generated from Trademe alone. In January 2007 the auction web site alone was responsible for attracting 26% of unique users browsing the Internet in New Zealand, while generating 62% of the number of page impressions for all sites monitored by Nielsen//NetRatings.

The study tells us the most popular single item of purchase was tickets for flights. Mr Boyte explained: “Purchasing online is being more and more encouraged by airlines and booking agencies, and the results are very evident. The popularity of online flight bookings at this time may also be a result of people starting to plan their year ahead, including of course their holidays”.

It would be interesting to see if you have numbers for comparison with other countries, not only Australia.





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Mauricio Freitas
Wellington
New Zealand


I live in New Zealand and my interests include mobile devices, good books, movies and food of course! 

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