Category Archives: metrics

NZ Internet Usage 2013

The biannual World Internet Project (WIP) has just released its 2013 report for New Zealand (conducted in July-September 2013). 2,006 respondents were interviewed, by phone and Internet, and the results compiled and published by the Institute of Culture, Discourse & Communication, AUT University.

The researchers have dug deeper than ever with this year’s data, and the results show a rapidly-transforming NZ Internet-connected population.

Let’s get the headline statistics out of the way:

  • 92% reported that they currently use the Internet
  • 3% used to use the Internet but do not currently do so
  • 5% have never used the Internet

So far so good, and no great surprises there, especially when compared with previous WIP results. However, with Internet usage at saturation point in NZ, this year’s study looked at the different behaviours of Internet users, splitting them into:

  • Low-Level Users, defined as “those who use the internet but at a relatively low level”
  • First Generation Users, “Internet users who tend to connect through fewer, or more traditional, devices”
  • Next-Generation Users, “Internet users who are highly connected – using multiple, and more mobile, devices to go online”

And the resulting analysis shows that those who might once have been seen as Early Adopters (and thus might be expected to be a relatively small group) are now the second-biggest segment of Internet users:


Yes, we’re well on the way to becoming a multi-tasking, mobile-enabled, always-on nation!

This Interweb-thingy is now well-established across all age groups except the Over 75s:


Probing further, the WIP study asked users how they accessed the Internet. Turns out one size no longer fits all:


Perhaps the most surprising number is that Mobile statistic — more than two-thirds (68%) of NZ Internet users go online via their smartphone, while nearly half (48%) use a tablet (Ahem — that’s why we’ve just launched our new course on The Principles & Practice of Mobile Marketing).

Drilling down further, the WIP survey reveals that Kiwi Internet users (92% of us, remember) have access to a wide range of household devices. Luddites would be shocked.


Note that the poor old desktop PC is slowly dwindling down the ratings, as its sexier cousins get all the attention.

We’re also intrigued to see E-readers managing to hit 17% as standalone devices, as ebooks take over from their paper counterparts. That’s not a bad result, considering that most of the other devices shown above (except for game consoles and smart TVs) also offer e-reading software.

Time Spent Online

With all this expanded access, you’d expect to see users spending more time online — and that does indeed prove to be the case:

  • Four out of five internet users (81%) spend an hour or more online at home every day, and more than a third are online from home for three hours or more on an average day.

    Seven out of ten internet users access the internet from a hand-held mobile device such as a smartphone or a tablet. Three out of ten spend three hours or more online from a wireless hand-held device on an average day.


How do we use the Internet?

A. For information-seeking:



B. For entertainment:



C. For transactions:



D. And for keeping in touch:


(Note the popularity of Instant Messaging as a communications tool. We expect that to rise significantly in future surveys).

Social Network Usage

The WIP study also crunches a few numbers on usage of social media networks, including this Age & Gender analysis which shows the nearly-universal appeal of social media:


Finally, with apologies to traditional media, we just wanted to share this graph which highlights the vital role of the Internet as an information source, even for the Over 65s:


There’s plenty more data in the report, available here. Check it out for yourself.


We’ve come a long way from the days when articles carefully clipped from the newspaper representing the state of the art in media monitoring.

Even back then, the missing ingredient was interpretation: What do these stories mean? What are the implications for our business?

Nowadays, we’re drowning in data but clarification remains fuzzy. Thankfully, there are a growing collection of tools (typically based around collection and collation of online information). Insight becomes easier (but that outcome is not a given).

Perhaps the hottest such tools offer Sentiment Analysis — insight into consumer or influencer opinion.

One such example comes courtesy Meltwater Group, and it’s particularly topical: the death of Osama Bin Laden.

Yes, the story has been well canvassed just about everywhere — but follow-up tales have taken a curious turn, as journalists and commentators have turned their attention to what happened next.

According to Meltwater (who reportedly monitor over 130,000 online publications, enough to give anyone eyestrain):

  • 3,000 followup stories were over concerns about retaliation
  • 4,000 discussed the effectiveness of Guantanamo interrogations
  • 7,000 pondered the impact on Obama’s re-election prospects
  • 10,000 debated whether photos of Bin Laden should be released
  • 13,000 weighed in on whether Bin Laden should have been buried in the manner he was
  • 23,000 wondered aloud what did Pakistan know
  • 25,000 talked about the controvery around U.S. celebrations

We’ll leave it to the political analysts to slice and dice that data in accordance with their own prejudices. One thing is clear, though: Sentiment Analysis tools provide us wih perspectives we never had before.

Of course, it’s not just news stories that can be evaluated with this new breed of analytics. Products are up for XRay inspection as well. According to a recent Bloomberg BusinessWeek story, a number of companies are using new tools to mine comments on the Web to see what consumers really think of their brands — and to gather insights into how they can improve their interactions with the customer.

Here’s a cool example quoted by BusinessWeek:

Gaylord Hotels, a network of upscale, meeting-focused resorts, is changing how it communicates with customers based on sentiment analysis. Using information gathered by Clarabridge, the hotel chain concluded that it can make the most positive impact in about five ways in the first 20 minutes of a guest’s stay; previously Gaylord believed there were 80 things it had to do well during a visit to increase the likelihood guests would recommend the hotel.

For instance, the hotel discovered that guest satisfaction improved if the hotel staff walked with guests to their destination in the resort, rather than simply pointing the way when asked for directions. “Through our Clarabridge survey research, we learned that the first 20 minutes of the hotel experience was of vital importance to our guests,” says Gaylord Hotels COO David C. Kloeppel. “Our hypothesis became: If we could perfect the first 20 minutes of the experience at our hotels, we could drive positive overall guest satisfaction.”

What information would you most like to know about or from your customers? The truth could well be out there …