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The rise and rise of Internet shopping in New Zealand

Source: Roy Morgan Single Source (New Zealand), January 2002 – December 2012 (n = 11,972)

Singlehandedly destroying the traditional retail industry, or offering consumers more variety and better deals than ever before? No matter what your opinion of online shopping, one thing is certain: it’s here to stay. Over the last nine years, purchasing goods and services on the internet has tripled in New Zealand, according to Roy Morgan’s latest New Zealand State of the Nation.

The recently launched report reveals that nearly 65% of Kiwis aged 14+ have used the internet to make a purchase (compared to 56.3% of Aussies), with 46.8% of the population buying something online in the last four weeks.

Kiwis who’ve used the internet and/or purchased something online

Products purchased on the internet

: Roy Morgan Single Source (New Zealand), January 2002 — December 2012 (n = 11,972).

From fashion to furniture

But what are New Zealanders buying online, exactly? Most popular by far are Entertainment & Leisure products (for example, DVDs, music, concert tickets), with 41.8% of internet shoppers purchasing something from this category in an average four-week period.

Fashion products (24.9%) and electronic products (17.2%) are in second and third positions, with reading material (16.3%) a close fourth.

While pets and furniture were purchased by fewer people, their availability online speaks volumes for the diversity of what can be found — and bought — on the internet.

Products purchased on the internet

Products purchased on the internet

Base: New Zealand Population 14+ who purchased on the Internet in last 4 weeks. Source: Roy Morgan New Zealand; 12 months to December 2012, n = 4,977.

Pip Elliott, General Manager, Roy Morgan Research NZ, says:

“Entertainment and leisure goods continue to be the most popular category of online purchase among New Zealanders by far, with fashion products and electronic items fast gaining ground.

“One in every four Kiwis purchased fashion products online in an average four-week period, compared to 22.4% of Australians. However, Aussies buy more entertainment and leisure, electronics and reading material than their New Zealand counterparts.

“The fact that these same four categories top the lists on both sides of the Tasman for internet purchases suggests that traditional ‘bricks-and-mortar’ retailers in these areas need to provide an online alternative for their customers in order to maintain their competitive edge.”

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