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Mobile commerce and online shopper behaviour in New Zealand

Updated: Nov 18, 2019

Growth, sales and cross-border e-commerce in New Zealand

New Zealand is a leading economy in the Oceania region, with 86% Internet penetration and nearly 2 million online shoppers. The smartphone penetration level is at a significant 60% and almost 30% of all Internet users have purchased through their device.


• Total Population

- 4.4 million

• Age Breakdown

- 40.4% of the population in New Zealand are between 25 and 54.

• Religion

New Zealand is mostly a Christian country, a religion followed by 44.3% of the population.

• Urban Population

- 86%

• Internet Penetration

- 86.6%

- 3.8 million people

• Mobile Penetration

- 120%

• Tablet Penetration

- 19%

• Smartphone Penetration

- 60%

• Online shoppers

- 1.9 million

• Ecommerce Sales

- NZD 4.2 billion

• Ecommerce Penetration

- 56%

• Ecommerce CAGR

- 28.8% (2008 – 2013)

• Mobile Commerce

- 51% of smartphone users have used their smartphone to locate stores, 31% to compare prices.

- 8% of New Zealand Internet users aged between 15 and 65 have purchased physical goods online during the last 12 months via a smartphone, whereas 18% have purchased via a tablet.

- Total spend value: NZD 2.8 billion.

• Mobile Operating Systems

- Android is the preferred mobile operating system in New Zealand at 64%.


Cross-border Ecommerce Opportunities


• NZD 1.3 billion is spent by New Zealanders on websites based overseas.

• 34% of the total amount Kiwis spent shopping online in 2014 was spent overseas, an increase from 26% the previous year and double that of 2010.

• The US, Australia and the UK are the most popular destinations for cross-border ecommerce purchases.

• The main export countries for New Zealand businesses are Australia, China, the US, Japan and the UK.


Language as a Key Driver


• English is the main language of New Zealand, spoken by 96% of the population. Maori is spoken by 4%.

• Other major languages include Samoan, Hindi and Mandarin.

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