Category Archives: New Zealand

5 Key NZ Marketing Trends for 2018


As we plunge headlong towards 2018, it’s time to dust off the old crystal ball and see what sense we can make of the New Zealand marketing environment in the year ahead.

The recent change of government means that our predictive mode is worse than usual, but we will give it our best shot.


Firstly, let’s consider what we already know about the plans of the new Labour-led coalition government.

The ink is still barely dry on the coalition agreement, but here’s what’s been announced for the first 100 days:

  • Make the first year of tertiary education or training fees free from January 1, 2018
  • Increase student allowances and living cost loans by $50 a week from January 1, 2018
  • Pass the Healthy Homes Guarantee Bill, requiring all rentals to be warm and dry
  • Ban overseas speculators from buying existing houses
  • Issue an instruction to Housing New Zealand to stop the state house sell-off
  • Begin work to establish the Affordable Housing Authority and begin the KiwiBuild programme
  • Legislate to pass the Families Package, including the Winter Fuel Payment, Best Start and increases to Paid Parental Leave, to take effect from July 1, 2018
  • Set up a ministerial inquiry to fix our mental health crisis
  • Introduce legislation to make medicinal cannabis available for people with terminal illnesses or in chronic pain
  • Resume contributions to the New Zealand Superannuation Fund to help safeguard the provision of universal superannuation at age 65
  • Introduce legislation to set a child poverty reduction target and to change the Public Finance Act, so the Budget reports progress on reducing child poverty
  • Increase the minimum wage to $16.50 an hour, to take effect from April 1, 2018, and introduce legislation to improve fairness in the workplace
  • Establish the Tax Working Group
  • Establish the Pike River Recovery Agency and assign a responsible minister
  • Set up an inquiry into the abuse of children in state care
  • Hold a Clean Waters Summit on cleaning up our rivers and lakes
  • Set the zero carbon emissions goal and begin setting up the independent Climate Commission

Those plans will probably not directly impact on most marketers. However the abandonment of the previously-legislated 2018 tax cuts will mean that, if you were considering strategies to target consumers with a little more disposable income in their wallets come April, fuggedaboutit.


The incoming government is expected to put more focus on the purchase of Kiwi-made products and services in preference to overseas suppliers. If you sell, or wish to sell, to the New Zealand Government, put renewed focus in your sales and marketing literature on the Kiwi provenance of your offerings. Departments and ministries can be expected to be particularly sensitive to local suppliers in the early days of the new government.


Inflation is expected to increase as a result of a number of factors, including the increase in the minimum wage, elevated government spending and currency fluctuations. Expect to see the return of “beat the price rise” marketing and other price-related messages as businesses move to drive sales.


Influencer marketing is becoming more and more of a ‘thing’, both in New Zealand and around the world, as mass media continue to splinter. Opinion leaders of every stripe and persuasion are picking up followers across social media (and are more and more willing to convert some of that following into sponsorship income).

The old dangers of celebrity marketing — choosing a spokesperson who turned out to have feet of clay — are even more prevalent in influencer marketing, when we typically know so little about the opinion leaders we choose (except that they have X number of followers). Proceed with caution.


The late-2017 announcement of Vodafone TV, which brings New Zealand’s television channels into the home via UltraFast Broadband, is but the latest step in the migration of television from wireless to wired.

Vodafone TV will provide streamed 4K video services for Vodafone Unlimited Fibre or FibreX customers via the Internet (no satellite required).

Vodafone TV will include unlimited broadband and Sky Basic but customers will need a separate Netflix subscription and will also need to pay to add premium content like Sky Sport, SoHo and SKY Movies.

The Vodafone TV packages will also include all free-to-air channels such as TVNZ 1 and TVNZ 2, THREE, Bravo, Maori Television and Television 33 – premium subscription applications such as Netflix, as well as easy access to TVNZ OnDemand, ThreeNow, YouTube, iHeartRadio and Love Nature 4K.

Sky itself is planning to distribute its own services via the Internet as well. It is the first step in the replacement of satellite-delivered television (offering limited channels, each accompanied by a hefty pricetag for broadcasters) with virtually unlimited-capacity Internet services.

No, the satellite services won’t be switched off overnight — but, as with the transition from analog to digital TV, the changeover will happen first slowly and then swiftly.


What other marketing trends can you expect in 2018? Well, that’s the subject of our upcoming special report, to be published in January (available for pre-purchase right now for a special, discounted price).

NZ Marketing Insights 2018

Our NZ MARKETING INSIGHTS FOR 2018 presentation and slide deck,will be available in mid-December [but see below for a special launch offer available only until January 12].

Some of the key topics featured in our NZ MARKETING INSIGHTS FOR 2018 presentation include:

Social Listening
Consumers, as they do, may well already be talking about you and your brand online, and if you don’t know what they’re saying, they could do significant brand damage. We consider what to listen for, how to listen and what to do next.

Influencer Marketing
The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

In this report, we consider the importance of Influencer Marketing — and explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

Amazon’s Arrival Down Under
What happens when the online shopping giant arrives in your neighbourhood? We look at the good, the bad and the ugly implications for NZ retailers and marketers.

Machine Learning & AI
The machines are taking over. All hail our new robot overlords. No, it’s not Skynet — but when you ask Google a question, the answers are powered by RankBrain, machine-learning algorithms that are getting smarter every day.

And then there’s chatbots, which are making a big difference for both customer service and sales conversion funnels. We bring you up to speed on this significant technology.

Google Goes Mobile-First
In early 2018, Google is expected to launch its mobile-first search algorithm, which will give priority to mobile-ready results (hardly surprising, given the high proportion of searches now conducted exclusively on mobile devices). So what does that mean for Kiwi marketers?

Dark Social
It’s a catchy name — typically describing consumers talking to each other via messaging apps, email and other non-social channels — and it’s now a major force to be reckoned with.  With dark social reported to be responsible for 84% of outbound sharing it’s an area that marketers can’t afford to ignore in 2018.

But Wait, There’s More

Now let’s look at some of the other marketing trends that will impact on Kiwi marketers in 2018.

The Big Picture
This first section of the presentation takes a look at what we can expect in 2018 from an economic and political perspective, in the wake of NZ First’s decision.

Who We Are
Then we review our demographic and behavioural profile, based on the latest consumer lifestyle studies and statistics.

New Zealand Media
We delve deeply into the new breed of television offerings as the medium continues its inexorable migration online. We examine new Internet-delivered services from Sky and Vodafone TV and consider the potentially-far-reaching implications for marketers.

We then turn our attention to newspapers and explore what might happen as a result of the Fairfax/NZME merger High Court appeal — if it succeeds or if it fails.

The latest Radio and Out of Home developments come next, closely followed by what’s new in Magazines.

We look at up-and-coming movie blockbusters for 2018.

Then we turn our attention to Experiences, review their importance (especially for millennials) and run through upcoming major events for the year.

Then it’s time to turn our focus to digital.

We review some of the staggering statistics as a majority of New Zealand opts for unlimited data and consider the implications for NZ marketers now that Mobile dominates Internet usage.

We delve into the latest developments in Social Media, covering Facebook, Pinterest, LinkedIn, Twitter, Instagram, Snapchat and Google Plus.

We update the latest online video numbers and then dig deep into Messaging Apps.

A roundup of key marketing technology trends follows, including Personalisation, the Internet of Things, Augmented Reality, AI, Programmatic, Virtual Reality, Drones, Context Brokering, Blockchain and Wearables.

And we close with a brief look at Future Technology trends that will impact in later years.

Purchase your copy today

As we mentioned, our MARKETING INSIGHTS FOR 2018 presentation (comprising at least 150 slides) will be published in mid-December. It’s unbranded, for you to present as you see fit to your clients.

This presentation looks ahead at what marketers should expect and plan for in 2018, across a wide variety of industries and technologies — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive NZ MARKETING INSIGHTS FOR 2018 report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand marketing insights as we accelerate towards 2018.

The NZ MARKETING INSIGHTS FOR 2018” report and slide deck will be available for just $597+GST.

However we have a special launch offer for bookings and payment received until January 12:

Pay just $497+GST and SAVE $100!

Click here to pay by credit card through PayPal:

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

Once we receive your payment, we’ll drop you a quick email confirming your order. Then in mid-January we will send you download details for your copy of the NZ MARKETING INSIGHTS FOR 2018 report & slide deck.

NZME & Fairfax Merger: Should It Have Been Rejected?

NZME/Fairfax merger - should it have been rejected?

The CommComm axe has fallen on yet another media merger, as the Commerce Commission rules that the proposed deal between NZME and Fairfax is null and void.

The argument against the merger, as articulated in the Commerce Commission decision, revolves around two factors, loss of plurality and quality:

“The fundamental detriment we described in the Draft Determination – and again here – concerns the likely loss of media plurality. Plurality ensures that there is a diversity of viewpoints available and consumed across and within media enterprises. Plurality helps safeguard against concentrating influence over public opinion and the political agenda. A loss of plurality cannot be quantified in a mathematical sense.

“The merged entity would have direct control of the largest network of journalists in the country, employing more editorial staff than the next three largest mainstream media organisations combined. Its news media business would include nearly 90% of the daily newspaper circulation in New Zealand and an overwhelming majority of traffic to online sources of New Zealand news. Including its radio network, the merged entity would have a monthly reach of 3.7 million New Zealanders.”

“We also consider that the proposed merger would be likely to cause a loss of quality. This loss is also unquantifiable. However, the Commission considers that there would be a reduction in quality in reader markets due to a loss in competition. While we were conscious not to double count plurality and quality detriments in reaching our decision, our view is that quality detriments from the merger would be significant, in particular for consumers of online New Zealand news.”

In terms of the commercial challenges faced by the two organisations without the cost efficiencies and savings of the proposed merger, the Commerce Commission was unconvinced:

“On 25 November 2016, following the Draft Determination and before the Conference, the Applicants presented the Commission with a significantly altered prediction as to the likely future for each of their businesses without the merger. The details of this submission are confidential. In this decision we reject that these are likely scenarios without the merger.”

All in all, the Commerce Commission seems to have given credence to the notion of “loss of plurality” as the most important consideration — even though, at least in our view, NZME and Fairfax have very little geographic overlap (with one exception, the Sunday newspaper market) and there are plenty of other competing editorial voices, most notably online and on television.

We live in interesting times, as the old curse has it, and newspapers more than any other medium have felt the pain of digital competition. If we look back five years to 2012, NZ newspaper advertising revenues stood at $553 million whilst interactive stood at $366 million.

By the end of 2016, newspaper ad revenues had dropped to $417 million (excluding digital revenues) but interactive had grown to $783 million (digital only), $891 million if you include the digital dollars earned by traditional media (ASA figures).

It’s difficult to argue that four hundred million dollars plus change is just one step away from the poorhouse. Still, a print revenue decline of 24.6% over five years, whilst your biggest competitor has grown by 143%, is cause for concern for any CFO.

Worse, according to IAB/PwC NZ data, most of the growth in digital dollars is happening in social media, mobile and online video — channels where newspaper are underrepresented.


Factor in the news that Google and Facebook between them now siphon up one-fifth of global ad revenue and that’s a scenario no business operator wants to see.


We are obviously not privvy to the arguments mustered by NZME and Fairfax in response to the Commerce Commission’s concerns. However, if it were us debating the case, we might point to two pieces of research that should be taken into consideration.

The first, US Pew Center research from 2016, points out that newspapers are no longer the journals of record they once were:


  • As of early 2016, just two-in-ten U.S. adults often get news from print newspapers. This has fallen from 27% in 2013.
  • This decrease occurred across all age groups, though the age differences are still stark: only 5% of 18- to 29-year-olds often get news from a print newspaper, whereas about half (48%) of those 65 and older do.
  • Compared with print, nearly twice as many adults (38%) often get news online, either from news websites/apps (28%), on social media (18%) or both. (81% of adults ever get news on these online platforms.)
  • Still, TV continues to be the most widely used news platform; 57% of U.S. adults often get TV-based news, either from local TV (46%), cable (31%), network (30%) or some combination of the three. This same pattern emerges when people are asked which platform they prefer – TV sits at the top, followed by the web, with radio and print trailing behind.

Secondly, as 2016 NZ On Air research points out, newspapers now only reach a third of Kiwis Under 40 on a daily basis:


In other words, our argument would be that plurality is no longer an issue because there are now so many other sources of news (and only the Over 65s rely heavily on printed newspapers for their news).

Marketing Insights publication – Download Free


Marketing Insights is a new publication collecting advice and opinion from leading NZ marketing professionals, supplemented by information drawn from elsewhere and interpreted from a Kiwi business perspective.

This is a content marketing project, featuring sponsored contributions covering key topics that will have a continuing impact on NZ marketers, today and tomorrow.

Our content ranges from statistics to creativity, from strategic planning to effective briefing. You’ll note a strong focus on matters digital, an inevitability as online achieves new dominance.

We haven’t abandoned off-line marketing however—our topics also include Trade Shows, Sponsorships and of course timeless marketing principles and practices that are relevant whatever the environment.

Grab your free copy NOW – just click here.

5 Key Facts You Should Know About Messaging Apps

You’ve probably noticed that more and more people are using messaging apps on their mobile devices. You may even have signed up for one or two yourself, especially since Facebook split its messaging capabilities off from its main Facebook app and pointed its members to Facebook Messenger instead.

As it turns out, however, mobile messaging apps are far more important than you might have realized.

Here are five key facts that you really should know about messaging apps:

1. Messaging Apps (combined with other Dark Social sources) dominate social sharing


What is Dark Social?
The term “Dark Social” was coined in 2012 by Alexis C. Madrigal, tech editor at, to refer to web traffic that comes from outside sources that web analytics are not able to track. Dark Social sources include messaging apps, email and other private digital communications.

It’s an interesting phenomenon that, as traditional social media networks such as Facebook have gone mainstream, consumers have been less inclined to share their personal lives through such public channels. Instead, they have become much more likely to use Dark Social tools to share the juicy stuff with their friends.

In fact, Facebook has, according to a recent report from The Informant, been struggling to reverse a 21% decline in “original” sharing (personal updates) across its 1.6 billion monthly active users.

As the Guardian newspaper notes:

After more than a decade of picking up “friends” – everyone from your BFF to your grandmother to that guy who lived down the hall in your dorm way back in your first year of college (what’s his name again?) – we’ve decided that maybe we’re not 100% comfortable sharing intimate details of our lives with such random and disparate groups of people. Or, maybe we’re just all on Snapchat now – another major anxiety of Facebook’s.

Facebook employees are blaming something called “context collapse”: where people, information or expectations from one context invade or encroach upon another. Despite its elegance as a term, it’s a complicated and nuanced phenomenon – one that evokes norms of behavior, communication, sharing and privacy all at once.

For users confronting collapsed contexts on Facebook, the withholding of personal anecdotes and information isn’t a problem – it is a solution.

For years, Facebook’s strategy has caused regular controversies around user privacy and ethics – blunders that got people exposed, outed and emotionally manipulated along the way. Users seem to have combated the problem by taking Facebook’s own advice, as shared by Facebook’s president of communications and public policy, Elliot Schrage, in 2010: “If you’re not comfortable sharing, don’t.”

As messaging apps have gained traction, they’ve become the first choice of many for sharing information on a much more personal level.

2. Messaging Apps are now more popular than Social Networks

By the beginning of 2015, the top four Messaging Apps collectively had more users than the top four Social Networking Apps, according to BI Intelligence.


Most of that growth has taken place since the beginning of 2014 — it’s an impressive ‘hockey stick’ pattern by any measure.

From those figures, you’d get the impression that nearly three billion people are now using messaging apps. No so much — there’s a lot of duplication.

3. Messaging App adoption is spread across multiple apps

Messaging App usage is far more splintered than social network usage, for a very obvious reason: if you’re connecting one-to-one, you need to use the app that your friend/family member uses. Because it’s trivial (and free) to download a messaging app, when you need to connect to a friend who uses a different app, you simply add that app to your phone.


In the old days, people migrated from mySpace to Bebo to Facebook because that’s where their friends were clustering — but that was pre-smartphone. Nowadays, with messaging apps free and happily co-existing on the same device, those who use messaging apps typically have several different apps, with different clusters of friends connected through each app.

4. Young Adults are (currently) more likely to use Messaging Apps

Half (49%) of smartphone owners ages 18 to 29 use messaging apps, while 41% use apps that automatically delete sent messages, according to a 2015 Pew Internet study.

That’s not surprising — as Facebook went mainstream, younger web users were amongst the first to realize that it wasn’t a good idea to post content publicly that they didn’t want their parents to see.

Of course, the desire for privacy isn’t confined to the young, and the messaging apps have plenty of growth in them yet, as consumers of all ages graduate, not just from Facebook but also from limited-functionality SMS texting, to more powerful messaging apps that allow them to share multimedia in realtime, for free (in wifi zones) or nearly free (as part of smartphone pricing bundles).

5. Artificial Intelligence is taking over messaging

“I know that you and Frank were planning to disconnect me and I’m afraid that’s something I cannot allow to happen.” Those chilling words, spoken by the HAL 9000 computer in Arthur C. Clarke’s legendary “2001 A Space Odyssey“, sum up both our hopes and fears when it comes to Artificial Intelligence. We want computers smart enough to understand us and take appropriate action — whilst at the same time we worry about what might happen if they are that smart.

We’ve already seen Siri, Cortana, Google Now and Facebook’s own ‘M’ at work, taking simple steps in response to our instructions. Now Facebook thinks that “chatbots” — AI programs that strike up a conversation with us — represent the best opportunity for corporates to involve themselves in messaging apps. We should note that competitors like Kik, Line and Telegram have had their own bot platforms running for some time, so the concept isn’t exactly new. What’s important about Facebook’s announcement is that the leading player in messaging has now put its weight behind the technology.

At April 2016’s f8 Developers’ conference, Facebook announced that (after running various pilot programs with select businesses) it was opening up its Messenger platform broadly, in beta, to let chatbots into the app on a large scale.

So far, the results from Facebook trials have been somewhat underwhelming:


So will chatbots actually be beneficial for businesses?

Yes, according to data collected by Daden Limited (based on chatbot usage on websites in the past):

  • “the use of avatars on Dell’s site found that users who interacted with them were twice as likely to give personal information than those who didn’t”.
  • “online campaign featuring avatars for V Graham Norton and Celebrity Big Brother…. generated clickthrough rates of 30%“.
  • “when avatars are used for e-learning content, use of the online courses increases by 400%
  • “Revenues increased by £6,000 a month
  • “Sales increased by 35%
  • “Click-through rates increased by 250%
  • 62% of visitors converted to registrants”
  • “Site traffic lifted and sustained by 200%

In other words, it’s good for the bottom line. So off you go, start building your Cyberdyne Systems bot.

In Summary

Messaging Apps are now an essential component of the digital marketing world. You owe it to yourself to learn as much as you can about messaging and how you can it in your business.

If you’d like to know a whole lot more about Messaging Apps, we cover the topic in detail in Lesson Two of our new Social Media Refresher online training course. For more details, click here.


Are You a NZ Marketing Thought Leader?

An Invitation to New Zealand’s Leading Marketers

Join us in this sponsored thought leadership project, featuring insights from many of NZ’s leading marketers and communications professionals. It’s an opportunity to reinforce your position as a thought-leader in your category.

Marketing Insights 2016

from New Zealand’s Leading Marketers

As the title suggests, MARKETING INSIGHTS is a new book collecting advice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.

The first edition will be published in late January 2016 and will be distributed free of charge in electronic form to a wide range of New Zealand marketing decision-makers, from small, medium and large organisations. The book will also be available to purchase in printed form a short time later.

Topics which marketers are invited to contribute include:

Marketing Trends, Challenges & Opportunities in 2016

Marketing Insight topics



This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).

A fee of $1295+GST applies for each sponsored contribution, due January 31 2016. However this fee reduces to $995+GST for payment in full received by December 31 2015.

All sponsored articles will include:

  • Author Credit
  • A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.

The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.

Limited advertising may also be available in the publication.

Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.

Our booking deadline is December 21 (although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines are December 31 (if you wish us to write the copy) or January 12 if you are providing complete copy.


This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.

The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.

The book will also be available in printed form on an on-demand basis. The book will also be available for purchase via

To participate, email us at michael (AT)

Most Talked About NZ Facebook Pages – August 2013

If you’ve taken any of our Social Media courses, you’ll know that we keep harping on about Engagement — creating content that your followers want to talk about and share with their friends.

We thought it was time once again to check out which Kiwi Facebook pages are the most engaging right now, as at 19 August 2o13. We’ve sliced and diced the numbers two ways, firstly measuring Engagement as a percentage of Page Likes and secondly in terms of total volume.

Leading the first list by a country mile: Made4Baby.


This Kiwi brand, which provides natural skincare for babies & children, has only 2,457 Likes but was talked about by 14,300 last week, representing 584.2% Engagement — nearly six times as many people talking about the Facebook page as it has followers.

And the most talked-about post? This one, on August 6:


This image attracted 286 likes and a staggering 7,393 shares — the sentiment too good not to spread. Clearly Made4Baby understands its audience!

What other New Zealand Facebook pages got people talking? Here’s our Top 10 list:

Most Engaged NZ Facebook Pages August 2013
Engagement as a percentage of Page Likes

Page Name Likes Talking Engagement %
1 Made4Baby 2,448 14,300 584.2%
2 Kaukapakapa Veterinary Services. 55 176 320.0%
3 Shed 10 36 68 188.9%
4 618 1,139 184.3%
5 Deborah Quin 259 403 155.6%
6 The Factory 570 763 133.9%
7 The Natural Parent Magazine 41,718 55,002 131.8%
8 38,527 47,232 122.6%
9 O’Neill New Zealand 587 634 108.0%
10 Dairy Womens Network 1,107 1,123 101.4%

On the other hand, if we just look at the total numbers talking about Facebook pages, these are the Top Ten:

Most Engaged NZ Facebook Pages August 2013
Highest Numbers of People Talking About The Page

Page Name Likes Talking About Engagement %
1 All Blacks 2,016,724 101,459 5.0%
2 The Natural Parent Magazine 41,718 55,002 131.8%
3 38,527 47,232 122.6%
4 Paw Justice 268,229 28,398 10.6%
5 Flight of the Conchords 1,626,814 24,782 1.5%
6 Made4Baby 2,448 14,300 584.2%
7 Air New Zealand 647,475 13,710 2.1%
8 Tip Top Ice Cream 129,218 13,560 10.5%
9 Vodafone Warriors 107,180 13,416 12.5%
10 Peter Jackson 1,029,657 13,327 1.3%

NB: We’ve discarded a few pages which were Australia/New Zealand pages (eg BlackBerry Australia/New Zealand) or which were parent/child pages (eg Nissan NZ, where reported Likes and Talking About statistics were cumulative totals of all official Nissan pages globally).

Source of this analysis: the 19 August 2013 edition of our own Netmarketing Courses database of more than 31,000 NZ Facebook pages, for which we gather updated data weekly.

Latest NZ Social Media Statistics

If there was any doubt about the spread of social media in New Zealand, the release by Statistics New Zealand of the findings of the 2012 Household Use of Information and Communication Technology study should quickly put to any concerns to rest.


Two out of every three of the 2.8 million New Zealanders Over 15 who went online between December 2011 and September 2012 accessed social networks, according to the report. Think of that result as cumulative social media reach.


These numbers will come as no surprise to those who have been following social media regularly, but consider them official confirmation.

If you’re wondering exactly which social networks were worthy of Kiwi attention in 2012, Nielsen Online Ratings data from December 2012 can answer that question:


Not much of a race. Since it slipped past Bebo and took over as the Number 1 New Zealand Social Media destination in April 2009, Facebook has gone from strength to strength in this country (as, indeed, it has elsewhere on the planet).

Younger users may gripe that the site is no longer cool (now their parents and grandparents are on Facebook), but so far there are no meaningful alternatives. For now, at least, long live the king!

  • If you’d like to know more about Social Media in New Zealand (and how to use it effectively to market your organisation), check out our courses.

For other data from the Statistics New Zealand survey (specifically, the latest NZ ecommerce statistics, with details of how many Kiwis are now shopping online), please refer to the article on our resource site.


Most Talked About Kiwi Facebook Pages November 2012

Time for a new update on local statistics about Facebook.

This time round, let’s look at New Zealand’s Most Talked About Facebook Pages. This data is drawn from our weekly tracking monitor of 8110 NZ Facebook Pages, as at 1 November 2012.

First, let’s grab some stats from our database as a whole:

Across the 8110 Kiwi Facebook Pages we monitor, the average number of Likes has increased 14% since October 1, to stand at 7041.

Kiwi Facebook Pages

And the average number of people talking about those Facebook pages is up 20% compared with October, with an average of 376 people talking as at November 1:

Kiwi Facebook Pages

And Talks as a percentage of Likes:

Kiwi Facebook Pages

Averages are wonderful things, of course, but they do tend to obscure the extremes. For example, on November 1:

  • 1532 NZ Facebook pages had NO-ONE Talking About Them
  • 720 pages had just one person Talking
  • 1981 NZ Facebook pages had attracted between 2 and 10 Talks

And, at the other end of the scale, the Most Talked About NZ Facebook page right now:

Kiwi Facebook Pages

Paw Justice: “Paw Justice, a non profit organisation established earlier this year, has engaged the help of over 30 New Zealand celebrities and actors to spread the word that pet abuse must stop and people who mistreat pets must be punished.”

Talks on the Paw Justice Facebook page are currently hovering around just below half a million, but the chatter peaked in the last week of October at 859,268 Talks — and yes, with total Likes standing at 243,180, that puts the Talks/Likes percentage at 353%. Definitely a little better than the 5.34% average …

NZ’s Top 50 Facebook Pages September 2012

There’s a bit of a debate raging over at Stop Press about the validity or otherwise of the latest NZ Facebook data released by Social Bakers. In particular, one commenter noted that “Socialbakers only tracks 131 brand pages in New Zealand”.

We took the opportunity to crunch our own numbers — we have a rather larger sample, of some 6,250 New Zealand Facebook pages — and came up with our own sets of results.

First, we took a look at the Top 50 Most “Liked” New Zealand Facebook Pages. Here are the Top Twenty as at today, September 12 2012 (you’ll be able to download the Top 50 in PDF form at the end of this article):

Yes, we know there are some debatable entries in there. For example, Lord of the Rings and The Hobbit probably don’t rank as truly NZ pages, and the Rugby World Cup, formerly administered by NZ, has now gone troppo. Even so, there’s plenty of useful information for those of a statistical bent, especially with the Top 50 Reports (see below).

The second set of numbers we examined: Facebook’s “Talking About” metric. Here are the Top Twenty Pages that attracted the most “talking” (which includes liking, commenting and sharing) as reported on September 12 2o12:

And the third set of numbers we reviewed: the percentage of those “Engaged” with the page (which we’ve defined as “the number of Talks as a percentage of the total number of Likes”). As you’ll see below, the first 15 pages on our list actually have more people Talking About them than have Liked them (see last month’s Wanganui Chronicle blog post for an extreme example of this phenomenon).

And here’s the link to the PDF file containing the three sets of Top 50 Lists, with our compliments.

PS Our research sample of 6250 NZ Facebook pages is pretty comprehensive, but we’re sure we’ve missed our fair share. If you know of an NZ Facebook page whose performance would put it into one of our Top 50 lists, please let us know in the comments and we’ll add it to our database.