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Kiwis take to technology to beat the Christmas rush

19 December, 2014

Kiwis take to technology to beat the Christmas rush

With the Christmas shopping rush in its final week, new research confirms that Kiwis are increasingly more reliant on technology to shop and are even becoming less resistant to the idea of contactless payment using a mobile phone.

Colmar Brunton research released this week reveals almost eight out of ten Online New Zealanders surveyed (78%) had purchased a product or service online in the previous three months.

Colmar Brunton CEO Jacqueline Ireland says as we head into the busiest retail week of the year, Kiwis are using technology for shopping in a wide range of ways – from comparing prices, researching products and services to purchasing online.

“Three quarters (73%) have told us they compared prices between different products or services. Around 6 in 10 (56%) read product reviews online and 92% of those consider reviews to be important factors in deciding what to buy.”

Kiwis in their 30s are leading the way in online price comparisons with 87% of 30-39 year olds making a habit of it.

The latest contactless pay technology, which allows consumers to pay at checkouts by scanning a sticker on their smartphone, is considered a step too far by most, but Kiwis are slowly warming to the idea.

“”Rejection of the idea is not as high as it was in 2013 but paying at the checkout using a mobile phone is still not widely accepted with 40% saying they wouldn’t do this compared to 29% who are open to it,” Ms Ireland says.

Females (46%), those aged over 50 (51%) and those from non-metropolitan areas (51%) are the most resistant. Those most open to this technological advance are aged 18-29 (37%) and from metropolitan areas (38%).

Kiwis are now more likely than ever to recommend a product or service through social media networking sites. Almost one third (29%) claim to have done this compared to less than a quarter (23%) in 2011. Those aged 18-29 are the driving forced behind this trend with 40% now claiming to have done this.

But Ms Ireland says the uptake of technology for shopping, doesn’t necessarily signal doom for traditional retail.

“Kiwis’ willingness to embrace technology only opens up opportunities for retail to deliver experiential opportunities that online can’t do. Innovation in store and online has the potential to be a powerful combination for any retailer.”

About Colmar Brunton
Colmar Brunton was started in 1981 by two Kiwis with a passion for taking consumer research ‘from the backroom into the boardroom’. It is now New Zealand's best known and most trusted market research company, with offices in Auckland and Wellington, and employing more than 100 research and business consultants. Colmar Brunton is part of the global Millward Brown network covering more than 51 countries around the world, and Kantar, WPP's insight, information and consultancy group.

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