comScore has released the State of the Internet New Zealand study and the results show that social media is far and away the biggest time-sink when online...
The study, released by digital measuring service comScore, says that in New Zealand, for the month of May, one in every five online minutes (21.1 per cent of all online time) was spent on social media sites.
According to the survey, portals followed in second at 14.3 per cent of total minutes, with entertainment sites ranking third at 12.1 per cent of minutes. Rounding out the top 5 were the news/information (6.8 per cent of time spent) and auctions (6.7 per cent) categories.
The study also found that females spent more time on social networking sites (5.4 hours per month) than males (3.7 hours per month). Overall, females averaged nearly 50 per cent more time on social networking sites than males (5.4 hours vs. 3.7 hours). Females age 15-24 averaged the most time social networking at 7.4 hours per visitor, while males age 15-24 averaged 6.4 hours during the month.
“As one of the more mature markets in the Asia Pacific region, New Zealand is home to a digitally savvy audience base,” said Amy Weinberger, comScore vice president for Australia and New Zealand.
“New Zealanders have a strong propensity to connect online, whether it is to other people through social networking or to content and information through access points such as entertainment and news destinations.
“Finding ways to reach and engage these audiences presents significant marketing opportunities to both local and global brands.”
