NZ EMBRACING ONLINE CONSUMER GENERATE ACTIVITIES

NEW ZEALANDERS’ EMBRACING ONLINE CONSUMER GENERATED ACTIVITY
Nielsen Online Expands Market Intelligence Demographic Survey

Nielsen Online has today announced that it has expanded its Market Intelligence demographic survey to include a range of questions on consumer-generated activity such as social networking, blogging, uploading content and posting reviews on the Internet.

Market Intelligence is an independent census-based measurement of all Nielsen Online’s New Zealand audited websites, with a current sample size of 29,000 New Zealand Internet users. Nielsen Online has also added a range of further demographic questions to Market Intelligence on home ownership, presence of children in the home and whether respondents reside in a rural or urban environment.

“Our survey results provide fascinating insight into the online behaviour of New Zealanders and show the large numbers of consumers generating their own content on the web” says Tony Boyte, Research Director, Nielsen Online.

“If we look at Internet activity over the last four weeks, (48%) of us have created, updated or looked at an online profile on a social networking site; and nearly (30%) have contributed to a message board, online forum or wrote/commented on a blog.”

Results also show that more than two out of every five have uploaded pictures (41%), uploaded music (12%), uploaded videos (10%) or posted a review of a product or service online (9%).
Furthermore, when it comes to consuming media, almost half of the Internet population have downloaded, streamed or watched a video clip online (45%); or downloaded, streamed, or listened to music (37%).

“Add to that the number of people using online directories (47%), reading newspapers or publications online (79%) - and a staggering (81%) using search engines - and we begin to see that the Internet has become pivotal as a personal communication, media consumption and research tool for New Zealanders,” says Boyte.

“The additional data provided by the new Market Intelligence demographic results will provide the most in-depth audience measurement of the online landscape available in New Zealand. Because these results can be split out to give specific demographic profiles of audited websites, it will enable Nielsen Online’s clients to much better understand their own website traffic and be able to compare themselves with the rest of the market.”

Some other key results from Nielsen Online’s April Market Intelligence NZ Domestic Traffic Demographic results are as follows:

Internet activities in the last four weeks
(April 2009) Percentage of respondents
(Total 29,012) Internet Users in New Zealand
Internet banking 81.3%
Read a consumer review online 28.6%
Monitored a live sport or sports result 24.2%
Made a telephone call (VOIP) e.g. Skype 22.8%
Downloaded, streamed or watched a TV show or movie 20.8%
Downloaded, streamed, or listened to a radio station 19.0%
Used a mobile phone to access the Internet 10.7%
Top 5 Topics researched via the Internet in the last four weeks
News/current affairs 80.3%
Entertainment, e.g. movie tickets, shows, concerts, events 58.6%
Airline tickets, flights 58.0%
Sports 39.7%
Properties or Real Estate 36.6%

“The online landscape is dramatically evolving,” says Boyte. “By adding new demographic metrics to this mix, Nielsen Online is ensuring that the market is provided with the most accurate measure of website audience reporting available in this country.”

For more information on Nielsen Online’s new Market Intelligence metrics please visit
www.nielsen-online.com

ENDS

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