Media multi-tasking is on the rise in New Zealand, with nearly a third of us consuming multiple forms of media simultaneously according to Nielsen's Year That Was, a new report exploring the key consumer, retail, media and advertising trends that have shaped New Zealand over the past year.
The report states 29 percent of Kiwis browse the internet whilst watching television and more than a quarter send text messages whilst in front of the box. A further 28 percent watch TV whilst reading the newspaper.
“New Zealanders’ love of technology, the growing proliferation of media, and increasing demand for anywhere/anytime access to content is evidenced by high levels of engagement and interaction with all major media in New Zealand in 2011,” said Kate Terry, Nielsen's director client services in New Zealand.
The Nielsen report says The Rugby World Cup helped to keep the advertising industry buoyant, with the sector posting five percent growth in 2011 to reach $2.96 billion. But the ASA's recently released expenditure figures for 2011 showed a total of just $2.17 billion, so that's a fairly sizeable difference (the major reasons for this is that ASA figures use data provided by the various sectors whereas Nielsen is based on full ratecard value not discounted rates, and doesn't include classifieds).
According to the report, increased spend was seen across all media, with the exception of cinema which remained stable. Television accounted for the lion’s share of advertising spend, with $1.6 billion in advertising reported for the year, versus $609 million reported in the ASA figures. This was followed by newspapers with $54o million and radio with $320 million.
Growth in online advertising continued in 2011, with online media recording the highest growth in spend, up 12 percent year-on-year to $72 million (ASA figures put interactive at $328 million, but it includes search and classifieds).
Many also cut back on non-essential items such as takeaway meals, holidays and out-of-home entertainment. New Zealanders are also more sensitive to pricing and around two thirds are now actively seeking out promotions and price discounts when purchasing supermarket items.
“2011 has been a particularly tough year for New Zealanders and they have definitely bunkered down to weather the financial storm, holding back on spending on large ticket items and non-essentials,” notes Terry. "Despite some easing in the beginning of 2012, the tough times are not quite over yet with many New Zealanders still concerned about job prospects and their reluctance to spend impacting on retailers, FMCG manufacturers and service providers.”