Posted Tuesday 14 Sep 2021
Young New Zealanders are continuing to lead a march away from traditional media, but TV is still the media New Zealanders spend the most time with overall in a day.
The latest results from the series survey Where Are The Audiences? reveal audience behaviour in 2021, and how this compares to the 2020 survey which was carried out after the country’s first COVID-19 nationwide lockdown*.
The 2021 survey, conducted in April-May by Glasshouse Consulting, asked 1420 New Zealanders aged 15+ about the media they used ‘yesterday’. All results quoted below are for 15+ unless otherwise stated**.
Key findings in the 2021 survey are:
There are three distinct generations of media use:
The most widely used and most trusted news source in the survey is TVNZ One News with NZ Herald, Stuff, Radio NZ and Newshub all within a few points of each other vying for next most trusted. No more than 3% of New Zealanders trust social media most for their news.
Spotify continues to dominate music consumption – 27% of New Zealanders use it daily, while use of physical formats to listen to music has fallen to just 10%.
The other key observation is that COVID-19 Level 1 and 2 conditions when the survey was conducted in 2020 had only a minor, temporary impact on audience behaviour with the 2021 results showing trend lines continuing in the same direction as they had been prior to 2020.
* Usually carried out at two-yearly intervals, the survey has been repeated after one year in 2021 mainly to reassure that the 2020 results were not strongly anomalous.
** The survey has a margin of error of +/-2.6%
Click here for the full report
Other deep-dive reports on audiences are also available at the links below:
Where Are The Audiences 2021 - Māori Report FINAL.pdf
Where Are The Audiences 2021 - Pasifika Report FINAL.pdf
Where Are The Audiences 2021 - Youth Report FINAL.pdf