Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Wellington wild for smartphones : RMR State Of The Nation NZ

Tuesday, 21 May 2013

State of the Nation New Zealand: Wellington goes wild for smartphones

Smartphone ownership in Auckland, Wellington and the rest of New Zealand

Source: Roy Morgan Single Source (New Zealand), July 2010 – March 2013 (n = 31,533).
Base: New Zealand population aged 14+

Hands up who remembers old-school rotary-dial telephones? It seems they’re fast becoming a distant memory for most Kiwis, judging by findings in the latest Roy Morgan State of the Nation New Zealand report. Not only does more than 90% of the country’s population own or use a mobile phone, but in Wellington, smartphone ownership is growing at a vertiginous rate.

In the quarter to March 2013, the proportion of Wellingtonians who own a smartphone jumped from 34.9% to 42%, leaving Auckland (39.2%) and the rest of New Zealand (34.5%) in its iPhone- and Android-fuelled wake.

Driving this growth is the 35-49 age bracket, 53.1% of whom own a smartphone (as opposed to 44.8% of similarly-aged Aucklanders). The city’s male residents have taken to smartphones with particular zeal: 48% of them own one, compared to 41.3% of Auckland men and 35.9% of men from the rest of New Zealand.

The ‘early adopter’ effect

Part of the reason for the rising smartphone penetration in Wellington may be the city’s comparatively high proportion of tech-adept residents.

Viewed through the lens of Roy Morgan’s Technology Adoption Segments, 21.6% of Wellington’s population can be classified as ‘Early Adopters’, individuals who embrace new technologies as they emerge. No surprise, then, that the vast majority (70.1%) of this segment owns smartphones.

Technology Adoption Segments in New Zealand

Source: Roy Morgan Single Source (New Zealand), April 2012 – March 2013
Base: New Zealand population aged 14+

Hot on their heels are the ‘Professional Technology Mainstream,’ comprising 15.8% of the city’s population. Nearly half (47.7%) of these people are smartphone owners.

Michele Levine, CEO, Roy Morgan Research, says:

“With its substantial population of technologically-savvy professionals, public servants and residents from the top socioeconomic quintile, Wellington is ripe for smartphone penetration.

“Wellingtonians also enjoy the nation’s highest average household income, which means they’re more likely to be able to afford these costly phones than many Aucklanders or other New Zealanders.

“As more Kiwis move onto the 4G network, we can expect to see smartphone ownership rise further, not only in Wellington but in Auckland and the rest of the country too.”

In this Roy Morgan State of the Nation Report, we have measured all of these issues and more – plotted them over time – and explored in more detail how they have played out, in terms of Society, Technology, Economy, Politics, and Environment. Click here to view the report and other Roy Morgan reports and data.

ENDS

Please click on this link to the Roy Morgan Online Store

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Roy Morgan Research New Zealand

Roy Morgan Research was set up in New Zealand in the 1990s and has been collecting information across a wide range of industries in New Zealand ever since. Roy Morgan currently has over 10 years of trended data on a geographically and demographically representative sample of over 12,000 New Zealanders aged 14+.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size Percentage Estimate
@nbsp;40%-60% 25% or 75% 10% or 90% 5% or 95%
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3


© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Health And Safety: Bill Now Sees Rules Relaxed For Small Businesses

Health and safety law reform sparked by the Pike River coalmine disaster has been reported back from the industrial relations select committee with weakened requirements on small businesses to appoint health and safety representatives and committees. More>>

ALSO:

Bearing Fruit: Annual Fruit Exports Hit $2 Billion For First Time

The value of fruit exported rose 20 percent (up $330 million) for the June 2015 year when compared with the year ended June 2014. Both higher prices and a greater quantity of exports (up 9.0 percent) contributed to the overall rise. More>>

ALSO:

Interest Rates: NZ Dollar Jumps After RBNZ Trims OCR

The New Zealand dollar jumped more than half a US cent after Reserve Bank governor Graeme Wheeler cut the official cash rate by a quarter-point and said the currency needs to be lower, while dropping a reference to criteria that justified intervention. More>>

ALSO:

Drones: New 'World-Class' Framework For UAVs

The rules, which come into effect on 1 August, recognise the changing environment and create a world-class framework that accommodates ongoing development while still ensuring the safety of the public, property and other airspace users. More>>

ALSO:

Scoop Business: NZ Net Migration Reaches New Annual Record In June

New Zealand annual net migration rose to a new record in June as arrivals continued to be bolstered by Chinese and Indian students, while fewer locals departed for Australia. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news