IAB NZ: Consumer Journey from Research to Purchase in New Zealand
The Consumer Barometer is a global effort by IAB Europe in partnership with TNS Infratest and Google to quantify the role of online in the consumer journey from research to purchase.
Topline NZ data is presented in the download. Key insights include:
- Making purchases online is still small compared to in store however, nearly two million New Zealanders over the age 15 are expected to shop online and spend an average of $1,659 in 2012 (source: PwC Frost & Sullivan Australian & New Zealand Online Shopping Market Insights July 2012)
- Regardless of whether New Zealanders buy in store or online many carry out their research online
- Word of mouth and social media are important when friends recommend a shopping website
- Mobile phones are becoming an essential research tool for consumers when out and about and in store