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New Zealanders Shopping Online ‘Anytime, Anyplace’

New Zealanders Shopping Online ‘Anytime, Anyplace’

Strong growth in shopping via smartphones and tablets
Trade Me top brand for New Zealand online shoppers

Auckland, 8 July 2014 – New Zealanders shopping online ‘anytime, anyplace’ on mobile devices, such as smartphones and tablets, increased significantly last year. Nielsen, the leading provider of information and insights has found that 41 percent of smartphone owners made a purchase via the device and 58 percent of tablet owners. There are now 655,000 people shopping on their smartphones, growth of 127 percent year on year and 414,000 on their tablet (a 73% increase).

Tony Boyte, Research Director, Nielsen, explains, “For those purchasing via a smartphone, growth comes from those who are now comfortable using all the benefits it has for making shopping decisions on the go. But for tablets, their use in the shopping process is in line with ownership growth. As tablet ownership grows, we expect to see an even bigger increase in purchasing using a mobile device over the next year.”

Boyte continues, “Mobile devices also have a considerable role in the path to purchase. New Zealanders are using their smartphone and tablets for researching products, competitive price checking, finding store locations and shopping lists. Smartphones in particular are constant companions to shoppers on-the go either in-store or while travelling.”

“The way we shop is evolving, increasingly online via smartphones and tablets” commented Boyte. “Local retailers, such as Trade Me and The Warehouse, provide mobile sites and/or apps for consumers to shop where and when it is convenient which is contributing to their success.”

Trade Me is the top commerce site, reaching 56 percent of the population and had 1.9 million unique monthly visitors. The Warehouse, in second place had strong growth year on year and now reaches 22 percent of New Zealanders and 750,000 unique monthly visitors. GrabOne, Amazon reach 19 percent and 17 percent of the population respectively and attract 630,000 and 590,000 monthly visitors to their websites. Air New Zealand, eBay, Countdown, Mighty Ape, Treat Me and 1-day make up the top 10 e-commerce sites for New Zealanders to visit.

Top commerce sites visited by New Zealanders

1Trade Me1,875356
2The Warehouse7453022
5Air New Zealand477-414
8Mighty Ape3771111
9Treat Me364011

Source: Average monthly unique audience 2013. Nielsen Online Ratings

About the Nielsen Online Retail Report 2014
Nielsen’s Online Retail Report provides New Zealand’s only in-depth information on the nation’s online retailing. It is an annual measure of e-commerce activity, shopping patterns and consumer confidence. The complete report is now available to purchase.

About Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit


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