Kiwi internet users continue to fuel the growth of global heavyweight websites like Google and Facebook and homegrown successes like
Horizon Research's latest numbers show Google is the country's most used website, attracting 81.7 percent of adults in the 30 days to mid September. That was followed by Trade Me at 76.7 percent (the equivalent of 2.57 million people).
The survey, carried out at least annually, is based on interviews with 664 adults between 13 and 16 September, with results weighted by age, gender, ethnicity, region, personal incomes and people's vote in the 2011 election. It has a maximum margin of error of plus or minus 3.8 percent.
It asked participants which sites they visited in the 30 days leading up to the interview.
Among the other sites to perform strongly were Stuff.co.nz, which drew the highest number of visitors of the news media sites at a population equivalent of 1.30 million, then TVNZ with 1.19 million equivalent.
Grant McInman, manager of Horizon Research, said the growth in internet banking was a strong trend. In the latest< results it drew 55.3 percent of particpants, an equivalent population of 1.85 million.
"It's a major online act now. A lot of people are moving from using a computer to doing it on their smartphones. You're seeing that proliferation with banks having apps now."
Trade Me and Youtube had also grown strongly.
"The number of people who go there [to Trade Me] is absolutely amazing. Who advertises in newspapers anymore? It's killed classifieds.
"Youtube is often used now to play on your TV, so people are bringing their laptop into the TV environment, or if they've got an iPad they can use Apple TV."