We’ve put together some numbers on Online Shopping in New Zealand.
1.78 million New Zealanders were shopping online in 2012, with over 50 percent of adults contributing to NZ$3.7 billion of online sales in the past year. The figures are expected to reach two million by the end of this year, with an expected spend of NZ$4 billion.
Check out our infographic “Online Shopping in New Zealand” for latest statistics and trends on online shopper demographics, On-Shore Vs Off-Shore online purchases by New Zealander. number of online purchases made and more.
Infographic by- Competitions.co.nz
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54% of population 18+ has shopped online in the last 1 month.
Demographic mix of online shoppers
Age Group | %age |
15-24 | 52% |
25-34 | 71% |
35-44 | 68% |
45-54 | 58% |
55-64 | 49% |
65-74 | 33% |
75+ | 10% |
On-Shore Vs Off-Shore online purchases by New Zealanders
Purchase type | %age |
On-Shore Purchases | 74% |
Off-Shore Purchases | 26% |
75% of online shoppers purchase online to get a better overall deal.
Major reasons | %age |
Get a lower price online than in shops | 76% |
Get a better overall deal | 75% |
Compare across product brands | 71% |
Shop outside of business hours | 63% |
Save time visiting shops | 56% |
Find something not available in shops | 56% |
Receive unbiased view of products | 54% |
Find something not available locally | 54% |
Avoid crowds | 50% |
Read reviews by other consumers | 46% |
Remain anonymous when shopping | 26% |
54% of New Zealanders own a smartphone. 74% of smartphone users have researched a product or service on their phone before making a purchase. 33% of smartphone users have used their smartphone to make a purchase.
Top online shopped categories
Categories | %age |
Clothing / Shoes /Accessories | 37.8% |
Books/ Magazines | 32.1% |
Music CD/ Videos / DVDs | 14.5% |
Health and Beauty | 15.2% |
Toys | 13.4% |
Sports Equipment | 9.4% |
Airline Tickets | 46.7% |
Entertainment | 28.9% |
Travel related Services (hotels/cars) | 27.6% |
Number of Online purchases Made
Number of purchases | %age |
1 | 6% |
2-3 | 17% |
4-5 | 15% |
6-10 | 20% |
11-20 | 15% |
21+ | 14% |
Don’t know | 13% |
Online retail spending by rural New Zealanders has grown 20% over the 12 months to 31 March 2014, outpacing the14% growth rate for urban residents.
67% of online retail spending by rural kiwis has been at domestic merchant’s websites. For urban shoppers, 61% of their online retail spending has been at domestic site.