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Behind the Device


Decoding the New Zealand
Mobile Consumer

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Behind the Device


Decoding the New Zealand
Mobile Consumer

 

WHAT IS IT?

Behind the Device is the largest needs-based segmentation into the
New Zealand mobile consumer.

Less than a decade after the first iPhone appeared, approximately 80% of New Zealanders and 70% of global consumers have a smartphone, making it the most successful consumer electronics device ever.  

Smartphones have changed the way we live and manage our personal lives – how we connect, share, search, locate, buy, how we stay fit, healthy and get entertained. 

But not all of us are influenced in the same way, or to the same degree, and this fundamentally shapes how we want to interact with brands and advertisers in the mobile space.

Our 'Behind the Device' report looks beyond the technology to uncover the motivations, attitudes and behaviours of the many people in New Zealand who are living ‘smart lives’.

 

 

 
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Immersive research approach


Immersive research approach


OUR IMMERSIVE APPROACH

Industry experts

Interviews with industry experts and thought leaders to provide context and identify emerging trends.

 

ConsumerS

In-home interviews with mobile consumers in their own environment to understand the role of the smartphone in their everyday lives.

Mobile survey

We captured the voices of 1005 mobile consumers to break down the NZ mobile market into commercially relevant segments. 

 

Mobile micro facts


Mobile micro facts


49%.png

Most active after dinner/
early evening

16-29 yr olds CONSTANTLY use their phone

Used their
phone for researching a recent major purchase

 

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The Experts


We began our journey with a series of in depth interviews among leading NZ mobile industry experts and thought leaders representing social media, app developers, marketing professors, mobile metrics and the mobile industry association. This helped us define and focus our research scope, put context around the mobile landscape and identify the emerging trends impacting mobile usage and consumption in New Zealand. 

The Experts


We began our journey with a series of in depth interviews among leading NZ mobile industry experts and thought leaders representing social media, app developers, marketing professors, mobile metrics and the mobile industry association. This helped us define and focus our research scope, put context around the mobile landscape and identify the emerging trends impacting mobile usage and consumption in New Zealand. 

NIC GIBBENS
 

CEO, PAPERKITE

 

“Because it’s such a personal connection, people have an extreme reaction to their smartphone. We haven’t seen technology take off like this in our lifetime. People spend more time with their phones than humans, because it’s so perfectly tuned to them.”

WENDY THOMPSON

CEO, SOCIALITES

 

"If you’re a Mum in the morning before drop off you might be more susceptible to a message on Facebook about a family vacation, in the middle of the day you’re a businesswoman on Linkedin, the end of the day you’re out with the girls on Instagram for a drink before you go home and back to the fray again." 

DR. SOMMER KAPITAN

CONSUMER BEHAVIOUR, AUT

“Consumers are willing to reward brands that get it right…that find you where you are and give you the solution you need. Even if it’s not the thing you end up buying, the fact that you ‘know me’ and ‘saw me’ and recognise my needs and try to sell me something interesting…that’s powerful.” 

 
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Topline findings


Topline findings


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EVENING IS NOW SMARTPHONE PRIMETIME

Understanding your customer’s context and mindset when they engage with your content and brand at different points during the day is critical to success.

For some, the phone never sleeps, and is a constant companion throughout the day and night. For the majority however, there are clear moments and occasions of peak smartphone usage.

 

THE EVOLVING CUSTOMER JOURNEY

New Zealanders have been slower than their global counterparts to use their phone for ‘I want to buy’ moments.

When considering a major purchase, the majority of smartphone users rely on their device for research (73%) and a third also use it for inspiration (33%). But, less than one-fifth (16%) of New Zealand smartphone users are converting their research into a purchase using their mobile device. 

 

5 MOBILE CONSUMER SEGMENTS 

Using a customer segmentation model, we identified 5 mobile consumer segments based on a broad range of demographics, psychographic and behavioural traits within our sample of n=1005 New Zealand smartphone consumers.

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Your investment


Your investment


‘Behind the Device – decoding the NZ mobile consumer’ 
A 70 page research report including video content, infographics and key takeaways to make it immediately actionable for your business.

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Content summary

  • Consumer context – research scope and who are the smartphone users in NZ
  • NZ mobile landscape usage and behaviours including ‘A day in the life of a smartphone’ and ‘Life on Prepay : Rise of the WiFi Ninjas’
  • Maximising mobile moments – connection, content and context
  • The role of mobile in path to purchase
  • Consumer segmentation – five distinct consumer segments their size and ways to engage with them

Cost to buy

The report is valued at $80,000 including interviews, mobile survey, content analysis, report writing, video editing and graphic design.

 To buy the report ONLY is NZD $4,950 + GST

Premium offer

For $8,500 you can receive the report, 2 hour workshop with the researchers and 5 additional data runs of your choice. Nichola Quail, the lead researcher will go through the report with you and your team to establish actionable ways to use the insights.  

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Contact us


To learn more about how you can access the Behind the Device report and receive a sneak peek of what's inside, fill out your details below and we will get back to you shortly.

Contact us


To learn more about how you can access the Behind the Device report and receive a sneak peek of what's inside, fill out your details below and we will get back to you shortly.

Name *
Name

By phone

Prefer to get in touch by phone? Give Sarah 021 418 091 or Nikki a call on 021 023 29477 to find out more about the report.