Nielsen has kicked off the year by announcing its Digital Ad Ratings service is now commercially available in New Zealand, following a local trial last year and its international release in 2011. We spoke to Nielsen New Zealand director Tony Boyte about how it’s set to change the digital game by enabling advertisers to compare digital audiences to those of TV.
The online numbers—both in terms of usage and revenue—keep going up. But that’s being driven by the addition of devices, not the addition of people, says Nielsen’s Tony Boyte. And it’s important to understand how those people behave and what content they consume.
The advertising executive is a strange but predictable beast. It shares similarities with the average New Zealander, but is different in pertinent ways. While the advertising executive’s raison d’être is to know and understand the shopping, watching, working and lifestyle habits of the average New Zealander, it does not practise these habits itself. Latest statistics from Nielsen compare the lives of ad executives, or ‘adlanders’ to the lives of average New Zealanders, and unsurprisingly there is quite a divide.
Nielsen’s latest online retail report has found the number of people shopping online increased by over 100,000 in the last year, which equates to growth of six percent. That means there are now 1.9 million New Zealanders shopping online, or 56 percent of the total online population. Plus: what BNZ’s online retail figures show.
According to Nielsen research, 54 percent of Kiwis aged over 18 years are now shopping online, an increase from 38 percent of New Zealanders five years ago, with New Zealanders spending $3.7 billion in the last 12 months.
Digitally connected consumers in New Zealand use wireless and mobile technology to make their lives easier and save time, shows the latest report from Nielsen. But other studies show technology hasn’t made life easier or more fulfilling at a fundamental level. PLUS: an infographic on the state of digital play in New Zealand.
After almost two years of consultation and development, Nielsen has launched its new online audience measurement solution, Nielsen Online Ratings, which measures people rather than computers and claims to paint a more accurate picture of the whole online consumer and digital universe. But while the new system has already been endorsed as the official measurement currency by the Australian IAB, that’s not the case in New Zealand.
According to Nielsen’s Online Retail Report, the number of online shoppers in New Zealand has now reached over 1.6 million (49 percent of the total population aged 18+), an increase of 122,000 on the previous year and more than double since 2004.
It looks as if the daily deal sites that seem to be seeping out from all over the place have made quite the impact on our online shopping habits, according to the latest Nielsen Online Retail Report. By the end of 2010, the number of New Zealanders aged 18+ making transactions online reached an all time high of nearly 1.5 million. This was an increase of over seven percent on 2009. According to the report, 46 percent of the adult population has made a purchase online, nearly double the number of six years ago.
Love it or loathe it, social media has become an extremely powerful communications force in recent times. And, according to Nielsen’s 2010 Social Media Report, its marketing star continues to rise in New Zealand as users start interacting more with brands online and rely on their social networks to guide purchasing decisions.
The number of New Zealanders shopping online has reached an all-time high, with over 1.4 million making a purchase on the internet in the past 12 months, an incremental increase of 2.4 percent on the previous year according to research conducted by Nielsen.