Trust in digital? A look at New Zealand's online population

  • Research
  • March 14, 2019
  • StopPress Team
Trust in digital? A look at New Zealand's online population

Only 19 percent of New Zealanders trust the information they read online according to Kantar TNS' latest research on people's experience online and trust in the digital space. We take a look at some of the other key findings.

Trust in digital brands

It's been a challenging few years for news outlets with the term 'fake news' on the rise. Around the world, it's led to scepticism about the trustworthiness of information and New Zealand is no exception.

Kantar TNS' research found only 19 percent of New Zealanders said they trust the information they read online.

Looking at different channels, it’s technology companies that are most likely to be distrusted with Twitter, Facebook and Apple coming out on the bottom.

Twitter was the least trusted,with 16 percent of New Zealanders trusting it, while Facebook had 29 percent followed by Apple having 46 percent of New Zealanders trusting it.

Proportion trusting each type of organisation:

  • My main bank (85%)
  • My main insurance provider (72%)
  • My electricity provider (70%)
  • Google (59%)
  • The current government (58%)
  • My district council (53%)
  • Apple (46%)
  • Facebook (29%)
  • Twitter (16%)

Despite Facebook and Twitter being the least trusted companies by New Zealanders, the use of social media platforms is holding strong.

71 percent of New Zealanders use Facebook daily and its net use is on the rise, with 34 percent of New Zealanders reporting they use it more often. However, 19 percent did report they are using Facebook less often than they did a year ago.

YouTube’s net use is also on the rise, with 39 percent of New Zealanders using it more compared to nine percent using it less.

Looking at the other channels, Instagram has similar levels to Facebook while Snapchat remains stable with 13 percent of New Zealanders using it more and 13 percent of New Zealanders using it less.

Twitter, on the other hand, does appear to be losing momentum in New Zealand, with nine percent of New Zealanders reporting they use it less and four percent using it more.

Digital typographies

Looking into how New Zealanders think about their internet use, the research identified different digital typologies including high online commitment and low online commitment.

The former describes those who live their lives online, while the latter describes those who prefer offline interactions.

Looking closer at the high online commitment group, the research found they are more often to change and this extends into brands.

According to the research, they are more likely to be open to trying new brands, just to try something new.

On top of this, they are more likely to spend than save and are more willing to take risks with their money to achieve greater rewards.

Because they spend more time online, Kantar TNS says it's likely they see more banner ads than the average person, however, it also points out they are more likely to have ad-blocking software installed.

Flipping the switch, the research identified a group with low online commitment, defined by a preference for living life offline. They are also more traditional and conservative compared to their high online commitment peers, with a tendency to stick to brands they know and like.

When buying those brands, they prefer to do it in-store and this could be why they consider themselves good at managing their money.

That ability to manage money may also be why they were found to have the strongest dislike for online advertising, and why Kantar TNS says communication with this group needs to be more persuasive in order to encourage them to consider straying from their established habits.

Attitudes towards voice

While social media has well-established itself into New Zealanders' lives, voice technology, and voice-activated assistants are only now coming into use and not all are sure about them.

According to the research, less than half of New Zealanders (43 percent) are interested in trying voice-activated assistants in the future. Already, 37 percent of New Zealanders either already own one or are interested in buying one.

When New Zealanders were asked what they’d use voice assistants for, the most common answers were basic day-to-day needs.

  • Setting alarms (38%)
  • Playing music (36%)
  • Finding out the news/weather (33%)
  • Checking the date or time (33%)

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

StopPress noticeboard: NZ Weddings sold

  • Noticeboard
  • May 24, 2019
  • StopPress Team
StopPress noticeboard: NZ Weddings sold

Deals, expansions and acquisitions across the industry.

Read more

D&AD 2019: plenty of wood to go around, Colenso sees Yellow

  • Awards
  • May 24, 2019
  • StopPress Team
D&AD 2019: plenty of wood to go around, Colenso sees Yellow

Last night, the winners of the 2019 D&AD Awards were announced with local agencies scoring 11 pencils. Among them, it's Colenso BBDO with the most to celebrate as it claimed four pencils including the only Yellow for New Zealand.

Read more

Movings/Shakings: 24 May

  • Movings/Shakings, brought to you by Marsden Inch
  • May 24, 2019
  • StopPress Team
Movings/Shakings: 24 May

Industry happenings at Kantar New Zealand, Imagic Creative and NZME.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Saatchi & Saatchi appoints Alina Godfrey as group business director

  • Advertising
  • May 24, 2019
  • StopPress Team
Saatchi & Saatchi appoints Alina Godfrey as group business director

Alina Godfrey is returning to New Zealand after five years overseas to take up the role of group business director, Saatchi & Saatchi has announced.

Read more

All hands in: Sanitarium gets hands-on in latest campaign

  • Advertising
  • May 23, 2019
  • StopPress Team
All hands in: Sanitarium gets hands-on in latest campaign

Sanitarium’s new out-of-home campaign uses bold colours and hands popping out of holes to remind Kiwis about their breakfast cereals.

Read more
voices

PHD Group appoints Nick Scott as strategic partnerships director, promotes Helen Brown to group investment director

  • Media
  • May 23, 2019
  • StopPress Team
PHD Group appoints Nick Scott as strategic partnerships director, promotes Helen Brown to group investment director
L-R: Helen Brown and Nick Scott

PHD Group has announced the appointment of Nick Scott as strategic partnerships director, and the promotion of PHD group business director Helen Brown to group investment director.

Read more

A surprise election result hiding in plain sight 

  • Voices
  • May 23, 2019
  • Kurt Hately
A surprise election result hiding in plain sight 

Over the weekend news broke of an Australian Federal election result that took everyone on both sides of the Tasman by suprise. Australian Prime Minister Scott Morrison retained his position with a “stunning” election victory that shocked everyone, including the pollsters. How did no one see this coming? How did the prediction polls get it so wrong? These are questions being asked by many, and no one seems to have the answers. Except for Zavy.

Read more

MediaWorks moves closer to profitability in FY 2018 results

  • Media
  • May 22, 2019
  • Erin McKenzie
MediaWorks moves closer to profitability in FY 2018 results
Michael Anderson

MediaWork’s FY 2018 results are out and with a net loss after tax of $5.5 million, the company is showing signs of moving towards profitability.

Read more

Zuckerburg attempts to make Facebook a safer place – but is it enough? Here's what the experts think

  • Media
  • May 22, 2019
  • Idealog
Zuckerburg attempts to make Facebook a safer place – but is it enough? Here's what the experts think

Facebook's role in the Christchurch terror attacks, and Mark Zuckerberg's placid response, brought with it widespread condemnation. Now the social media giant has finally responded to the public scrutiny by banning users from live streaming if they "violate our most serious policies" and invested $7.5 million in research to improve video analysis technology. Idealog asked local social media experts whether the world's most powerful company could have done more to prevent social media hate crimes.

Read more

Countdown's Own wins April's Ad Impact award

  • Ad Impact
  • May 22, 2019
  • StopPress Team
Countdown's Own wins April's Ad Impact award

With an April full of public holidays and potential long weekends, the month was a big and busy month for advertising. But Countdown's own-brand campaign surpassed the competition to be named the Colmar Brunton Ad Impact Award winner for April.

Read more

PRINZ 2019: 25 finalists announced

  • Advertising
  • May 21, 2019
  • StopPress Team
PRINZ 2019: 25 finalists announced

Following judging by 38 senior public relations and communications practitioners, the Public Relations Institute of New Zealand (PRINZ) has announced 25 finalists for the 2019 awards.

Read more

Boards want you! Why boards want marketers and how to get yourself on one

  • Voices
  • May 21, 2019
  • Jen Rolfe
Boards want you! Why boards want marketers and how to get yourself on one

Rainger & Rolfe managing partner takes a look at how to get marketers around the board table, and why it's so important that they're there.

Read more
Why design agencies are still relevant
Sponsored content

Why design agencies are still relevant

Auckland agency Amplifier has been in the design and marketing game for 17 years. We caught up with director Sean O'Brien on the challenges they've overcome in order to stay on top of a rapidly evolving industry.

Ads of the Week: 21 May

  • TVC of the Week
  • May 21, 2019
  • StopPress Team
Ads of the Week: 21 May

A round of applause to ANZ, Queenstown Airport Corporation, Genesis and Pet Refuge.

Read more

Thankyou’s latest campaign combines scent and charity work

  • Advertising
  • May 20, 2019
  • StopPress Team
Thankyou’s latest campaign combines scent and charity work

Australian charity product organisation Thankyou has launched its latest Kiwi campaign, combining that fact that 100 percent of its profit goes towards helping end global poverty with its use of perfume-grade botanical oils in its products.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit