New Zealanders’ Use of Broadcasting and Related Media

The survey was commissioned to inform future broadcasting policy development, such as the management of broadcasting funding, and the appropriateness of the regulatory regime for broadcasting, telecommunications and content standards.

In addition, Te Puni Kōkiri commissioned this survey to inform the prioritisation of policies and programmes aimed at protecting and promoting the Māori language and culture in the broadcasting and e-media environment.

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Executive summary

This Executive summary summarises the results of a telephone survey that was conducted for the Ministry for Culture and Heritage and Te Puni Kōkiri, to establish a snapshot of New Zealanders’ use of media, both conventional programming and ‘new media’.

Rationale for the research

The survey was undertaken between 10 July and 23 August 2008, with a national sample of n=1,827 New Zealanders, 15 years of age or more. Māori and youth (aged 15-24 years) were over-sampled for analysis and reporting purposes, with results weighted at the analysis stage to ensure they were representative of the total population of people aged 15+.

A snapshot of current use and trends in the consumption of media

Key findings

1. Most New Zealanders own or have regular access to a wide range of media-related devices, including newer or emerging devices

On average, respondents own or have access to 7 of the 11 devices covered in the survey. Almost all respondents own or have regular access to a television (98 percent) and a radio (95 percent). Many also own or have regular access to a number of newer devices including: a DVD/hard drive recorder, including MySky (51 percent), Sky/TelstraClear pay TV (55 percent) and a Freeview decoder (eight percent).

Ownership or access of the newer devices was particularly high amongst those aged 15-24, Māori, and those with higher incomes (i.e. exceeding $80,000 p.a.).

Figure 1: Devices owned or able to be regularly accessed (base: total sample of respondents)

Footnote: Cell phone/PDA (for example, a Blackberry, Palm, iMate, iPaq).

2. Newer or emerging technologies were among the devices most likely to be purchased in the last 12 months

Over half (61 percent) of all respondents had purchased at least one device in the last 12 months, although this decreased with age – those aged 15-24 were more likely than those aged 25-39, 40-54 and particularly those aged 55+ to report this (75 percent, 66 percent, 62 percent, and 45 percent, respectively). Māori aged 15-24 and 25-39 were more likely than all older Māori respondents to have purchased at least one device in the last 12 months.

The devices most frequently purchased included newer or emerging technologies such as iPods/MP3 players, computers with Internet access, and cell phones/PDAs (Figure 2).

Figure 2: Devices purchased in the last 12 months (base: total sample of respondents)

Footnote: Cell phone/PDA (for example, a Blackberry, Palm, iMate, iPaq).

Given their higher overall rate of purchasing, 15-24 year olds were more likely than all other respondents to purchase the newer devices in particular including cell phones (33 percent cf. 15 percent of all respondents), iPods/MP3 players (29 percent cf. 17 percent of all respondents), computers with Internet access (27 percent cf. 17 percent of all respondents), and Playstations/X-Boxes (13 percent cf. 6 percent of all respondents).

3. Not only do respondents own a range of devices, they use most of them on a regular basis

As shown in Figure 3, most respondents had used many of their devices in the last two weeks. In fact, during this period over half had listened to the radio, used their cell phone, connected to the Internet, and/or watched TV on a daily basis. In contrast, respondents used their iPod/MP3 players or recorded from television less frequently.

Use of specific devices varied mostly by age and ethnicity, with younger respondents and Maori respondents generally more likely to use emerging technology and devices, and for a wider range of purposes. Further details are provided in the individual device sections which follow.

Figure 3: Proportion of respondents using specific devices in the last two weeks, and daily (base: sub-sample of respondents who own or have access to each device)

4. Although New Zealanders are making increasing use of newer technology, the more traditional receiving devices (television in particular) still have a very prominent role in most households

Televisions were generally identified by respondents as their main device for a range of purposes - to watch or listen to sport (79 percent), to find out about the news and weather (68 percent), for entertainment (65 percent) and to check local news and information (41 percent) (Figure 4):

Figure 4: Devices identified as main device for particular purposes (base: total sample of respondents)

Other devices were identified as the main device on a more selective basis. For example, 75 percent of all respondents identified a computer with Internet access as their main device for research and information, and 43 percent identified a radio as their main device for music.

There were significant differences in this regard by age. For example, those aged 15-24 and 25-39 were more likely than those in the older age groups to identify a computer with Internet access as their main device for research and information, local news and information, entertainment, and to check the news and weather.

In contrast, those aged 55+ were more likely to identify a radio as their main device for music, local news and information, and the news and weather.

5. Most New Zealanders watch live television every day of the week

Almost everyone had watched live television in the last two weeks - 72 percent of these on a daily basis. Of all the age groups, those aged 55+ were the most likely to watch television every day (86 percent).

Of those who had watched television in the last two weeks, just under half (44 percent) were watching the same amount of live television as they were six months ago. Although 23 percent were now watching more live television, one third were watching less. Those aged 15-24 were most likely to have cut back on the time they spend watching television, in part reflecting the importance of other devices for this age group, (52 percent are watching less television compared to six months ago). Māori respondents were also more likely than non-Māori to be watching less television now than six months ago (44 percent cf. 35 percent).

Figure 5: Watching more, less or about the same amount of TELEVISION as in the last 6 months (base: sub-sample of respondents who have watched television in the last 2 weeks)

Those who are now watching less television, said this was mainly because they were either too busy/working, or because there was nothing worth watching.

For those watching more live television, the main reasons for this included the (cold) weather, the sport on television and.

6. Watching television is a social activity for most New Zealanders, while many are also multi-tasking while they watch

Watching live television is, for most people, a social activity. The last time they watched television almost three-quarters (71 percent) watched it with other people. One-in-two respondents also use other media devices while watching television, such as cell phones (35 percent) and/or the Internet (26 percent). Multi-tasking was particularly high among those aged 15-24. For example, the last time they watched television, two-thirds of this age group were also using their cell phone.

Figure 6: Activities undertaken while watching television (base: sub-sample of respondents who have watched television in the last 2 weeks)

7. Many New Zealanders are not only using their television to watch live broadcasts, they are also using it to watch video and DVDs, to record, and to play games or listen to digital radio

Figure 7: Use of television in the last 2 weeks (base: sub-sample of respondents who own or have regular access to a television

Many (particularly those in the younger age groups) are regularly using their television to watch videos or DVDs

Two-thirds (64 percent) had used their television in the last two weeks to watch a video or DVD. This was more likely for respondents aged 15-24 and 25-39 than for those aged 40-54 and 55+ (73 percent, 77 percent, 62 percent, and 50 percent, respectively).

One-in-two are recording from television on a regular basis, and many are using a DVD/hard drive recorder to do this

Of the 82 percent with a video recorder and/or DVD/hard-drive recorder (including MySky), approximately half had recorded something from television in the last two weeks. While respondents were more likely to have a video recorder than a DVD/hard-drive recorder (76 percent cf. 51 percent), usage rates were similar for both (52 percent used a video recorder the last time they recorded, while 42 percent used a DVD/hard-drive recorder).

Most were doing about the same amount of recording from television now as they were six months ago (61 percent). Of the remainder, 21 percent were now doing less recording, and 18 percent were doing more. Māori (39 percent), and those aged 15-24 (37 percent), were more likely than other respondents to say that they were now recording less than they used to.

Among those who were now recording less, the main reason for this was that there was nothing (on television) worth recording (49 percent), which is similar to one of the main reasons given for watching less live television. The main reasons for recording more often were; being too busy (33 percent) (also the main reason given for watching live television less often); it’s easy to record using a DVD/Hard drive recorder (including MySky) (29 percent); and better content, or programme clashes (25 percent).

One-in-four use their television to play games or listen to digital radio

Compared to the proportion who had watched a video or DVD, fewer respondents (21 percent) had used a television in the last two weeks to play games or listen to digital radio. This type of activity decreased with age, being significantly more likely for those aged 15-24 than for those aged 25-39, 40-54, or 55+ (43 percent, 26 percent, 16 percent, and 7 percent, respectively). Using the television to play games or listen to digital radio was also more common amongst Māori than it was for non-Māori.

Less than half (44 percent) of those who had used a television to play games or listen to digital radio were doing this about as much now as they were six months ago. However, as for other television related activities, many were now doing this less often rather than more often (32 percent cf. 24 percent).

8. Almost half of all New Zealanders have an iPod/MP3 player, although relatively few use it to do anything other than listen to music

Forty three percent of respondents owned or had regular access to an iPod/MP3 player. Many of these respondents (75 percent) had used their iPod/MP3 player in the last two weeks, with 36 percent using it on a daily basis or nearly every day.

Almost all (98 percent) of these respondents had used their iPod/MP3 player to listen to music. Substantially fewer had used them to look at photos, listen to the radio, watch videos, or listen to other audio such as podcasts or audio books (Figure 8).

Figure 8: Use of iPod/Mp3 player in the last 2 weeks (base: sub-sample of respondents who own or have regular access to an iPod/MP3 player and used it in the last 2 weeks)

Ownership and use of MP3 players generally decreased with age, and was highest for respondents aged 15-24. Seventy eight percent of those aged 15-24 had an iPod/MP3 player (cf. 59 of those aged 25-39, 37 percent of those aged 40-54, and 12 percent of those aged 55+), most of whom had used their MP3 player in the last two weeks, 39 percent on a daily basis (Figure 9). Those aged 15-24 had also used more functions on average than older users, such as using their MP3 players to view photos or watch videos.

Figure 9: Frequency of iPod/Mp3 player use in the last 2 weeks – by age (base: sub-sample of respondents who own or have regular access to an iPod/MP3 player)

Māori were more likely than non-Māori to have used an MP3 player every day in the last two weeks (31 percent cf. 20 percent), and to have used it to view photos and to watch videos. This was especially the case for Māori aged 15-24.

Compared to six months ago, one third of all respondents were now listening to more music on their MP3 players. A similar proportion were now using their MP3 players less often to watch videos, listen to other audio (such as podcasts and audio books), or to listen to radio. This was generally because they were either too busy now, or because the novelty had worn off.

Ownership of MP3 players has apparently affected the purchase of CDs, with half (51 percent) of respondents who had used an MP3 player in the last two weeks reporting that they were buying fewer CDs since acquiring their MP3 player. This was particularly likely amongst those aged 15-24 and 25-39.

9. Many New Zealanders have a cell phone, but few currently use it to do anything other than to call or text

A large majority of respondents owned or had ready access to a cell phone (86 percent), most of whom had used it in the last two weeks (93 percent), many on a daily or almost daily basis (74 percent).

Only 26 percent of those who had used their cell phone in the last two weeks had used it for purposes other than phone calls or texting. These respondents had typically used their phone to take photos (77 percent), while approximately one third of them had used it to listen to music or watch a video clip, play games, and/or take videos. These additional features were most likely to be used by Māori and those aged 15-24 (Figure 10) and to a lesser extent, those aged 25-39.

Figure 10: Use of cell phone by 15-24 year olds (base: sub-sample of respondents aged 15-24 who own or have regular access to a cell phone, used it in the last 2 weeks for something other than to send or receive calls or to text)

Overall, approximately half (48 percent) of all respondents were using at least one of the additional cell phone features more often now than six months ago, although a similar proportion (43 percent) were using at least one feature less.

Although those aged 15-24 used more cell phone features (and did so more often) than anyone else, they were also the most likely to be using at least one function less now than they were six months ago (such as playing games, and downloading and listening to music/video clips). This was generally because use of these functions was too expensive, or the novelty had worn off. Thirty percent also said that they were now only using their phone for specific tasks.

In contrast, the most common reason for using a particular feature more often now than six months ago, was convenience, or because the phone was new.

10. Most New Zealanders own or have regular access to Internet-enabled computers and are making extensive and growing use of them

The majority (85 percent) of respondents own or use computers with access to the Internet, although ownership/access is lower among respondents aged 55+ (68 percent). Almost all had connected to the Internet for personal reasons in the last two weeks, and of these, 82 percent had used it for something other than emailing. Again, this was less likely for those aged 55+ (67 percent).

Figure 11: Use of Internet in the last 2 weeks (base: sub-sample of respondents who own or have regular access to computer with Internet access, and used it in the last 2 weeks for something other than emailing)
Respondents most frequently used the Internet for conducting research or getting information (93 percent), checking the news or weather (61 percent), entertainment (48 percent), and/or buying/selling something (46 percent). Those aged 15-24 were more likely than users overall to have used the Internet for social networking, entertainment, downloading/streaming music and videos, and playing games. This reflects their greater propensity to identify a computer with Internet access as their main device for entertainment (30 percent cf. 13 percent of all respondents) and for music (19 percent cf. 11 percent). This behaviour also helps to explain why many younger people were also connected to the Internet when watching live television.

Māori respondents also use the Internet for a wider range of activities than non-Māori, specifically for social networking (54 percent cf. 35 percent), downloading/streaming music and videos (48 percent cf. 37 percent), and playing games (33 percent cf. 25 percent).

Although 61 percent of respondents were doing at least one Internet activity more now than they were six months ago, almost half (43 percent) were now doing at least one activity less.

Those who were now doing more on the Internet, said this was because they are generally using their computer more now than they used to, for convenience and because they want to keep in touch with friends and family.

Those who were now doing at least one activity less on the Internet than they did six months ago, generally said this was because they were too busy or they had lost interest. This latter reason was significantly more relevant for those aged 15-24 compared to those aged 55+.

These reasons for using the Internet less were relatively common themes throughout the survey, particularly with regard to use of newer technologies and devices, and especially amongst those aged 15-24.

11. Just as younger New Zealanders use their cell phones and iPods/MP3 players for specific purposes, older New Zealanders have a special relationship with the radio

Almost all respondents (95 percent) owned or had regular access to a radio, most (96 percent) of whom had listened to it in the last two weeks. Those aged 55+ were more likely to have done so on a daily basis (Figure 12), and to listen for a wider range of purposes.

Figure 12: Frequency of listening to the radio in the last 2 weeks – by age (base: sub-sample of respondents who own or have regular access to a radio)

Older respondents (those aged 55+) were more likely to identify the radio as their main device not only for music (53 percent cf. 43 percent of all respondents), but also for local news and information (35 percent cf. 21 percent).

When asked why in the last two weeks they had listened to the radio, most said it was for the music (Figure 13). Compared to the younger age groups, those aged 55+ were more likely to have also used the radio to check the news and weather (79 percent), listen to talkback shows (45 percent), and listen to current affairs and documentary programmes (45 percent). However, they were less likely than radio listeners overall to listen specifically for the radio hosts/DJs (24 percent).

Māori respondents were less likely than non-Māori to have listened to the radio every day in the last two weeks (47 percent cf. 60 percent). Among those who had listened in this period, 43 percent of Māori respondents had listened to a Māori radio station (significantly more than 5 percent of non-Mäori). Age differences among Māori reflected those for the population overall.

Figure 13: Reasons for listening to the radio in the last 2 weeks (base: sub-sample of respondents who own or have regular access to a radio, and have listened to radio in the last two weeks)The majority (75 percent of respondents) were listening to the same amount of radio now compared to six months ago.

12. One in every two respondents were regularly watching, listening to or reading something in Māori or about the Māori language or culture

Fifty five percent of all respondents had accessed Māori language or cultural content in the last two weeks. This was the case for the majority of Māori respondents (88 percent), but was also fairly common amongst non-Māori (51 percent). Māori were more likely to do this on a daily or almost daily basis, particularly those who are proficient Māori language speakers.

The most common device used to access Māori language or cultural content was the television (59 percent), which was much higher than the proportion who had listened to a Māori radio station (six percent), listened to Māori music (five percent), or visited a Māori-related website (four percent).

Māori were more likely to have accessed this type of information/content for a wider range of reasons (e.g. for entertainment, to listen to music, for research purposes or to get local news and information), and for a longer period of time (on the last occasion, 66 percent of Māori accessed this content for more than 30 minutes cf. 46 percent of non-Māori. They were also more likely than non-Māori to have watched a Māori television programme on the last occasion (74 percent of Maori who had ever accessed Māori language/culture content cf. 57 percent of non-Māori).

13. One in every eight New Zealanders can be described as a Gadgeteer of media devices.

On a demographic basis, the results of this survey indicate that New Zealanders’ ownership and usage of media-related devices differ on the basis of age and ethnicity more so than other variables (e.g. personal income and household type).

In addition to the demographic differences, it has also been possible to accurately group or segment respondents on the basis of their device purchasing and media-related behaviour, and the extent to which they had reported using these devices and their functions more often than they did six months ago. The survey data was analysed to identify the questions that most highly correlated with each other. A number of segmentation solutions were trialled in order to identify which set of questions was best at discriminating between respondents and predicting whether any particular respondent could be classified as being a high, moderate, or low media user.

The most discriminating segmentation was based on the number of devices purchased in the last 12 months; the number of different devices used every day; the number of iPod/MP3 player functions used in the last two weeks, and the number of iPod/MP3 player functions that were being used more frequently than in the past; the number of cell phone functions used in the last two weeks, and the number of cell phone functions that were being used more frequently than in the past; the number of activities undertaken in the last two weeks using a computer that could access the Internet, and the number of Internet activities that were being undertaken more frequently.

This process has resulted in the identification of three distinct and independent segments of varying sizes: Gadgeteers (13 percent of all respondents), Pragmatists (41 percent), and Traditionalists (46 percent).

Gadgeteers own and have purchased the most devices and the widest range of devices in the last 12 months, compared to other respondents. They have also used the most devices on a daily basis and made the most extensive use of device functions. In addition, they are more likely than other respondents to use non-traditional devices (particularly computers with Internet access) as their main device for a range of activities and purposes (e.g. for checking news and weather, local news and information, doing research/finding information, for entertainment, and music). Compared to other respondents, they are also more likely to state that they are making more use of devices and functions than they were six months ago.

At the other extreme, Traditionalists are the most conservative of respondents in terms of their ownership and purchasing of devices, and their use of them. In fact, most of their media behaviour is based on their use of their radios and televisions (except for playing games or listening to digital radio). Where Traditionalists use less traditional media or devices (such as MP3 players, cell phones, and the Internet), they typically use fewer functions or for fewer activities than do other segments, and are less likely than other respondents to report using these devices and functions more than six months ago.

Pragmatists own and purchase fewer devices than other respondents, particularly in relation to newer devices including cell phones, computers with Internet access, and MP3 players. However, whilst they have fewer devices overall, they tend to use them for a greater number and wider range of functions than do Traditionalists.

To an extent, each of these segments is also distinguishable in terms of its demographic characteristics. For example, confirming the results of the demographically-based analysis of the survey results, younger respondents and respondents who identify as Māori are more likely to be Gadgeteers, whereas older respondents and respondents who do not identify as Māori are more likely to be Traditionalists. While Pragmatists are comparable to the overall population in terms of ethnicity, they are more likely than other segments to be male, and have an older age profile than Gadgeteers in particular.

Conclusions

Based on the key findings presented above, the main conclusions that can be drawn are as follows:

Television continues to be the main device that New Zealanders use for a wide range of purposes, from entertainment and music, to obtaining information such as the news and weather. Television is also the main device used by the significant number of people wanting to access Māori language and cultural content.
However, newer and emerging technologies (particularly cell phones and computers with Internet access) are used by a large proportion of people and on a regular basis. Computers with access to the Internet are increasingly being used and recognised as the main device for a wide range of purposes, by all population groups, irrespective of age, ethnicity, household type, personal income and geographic location. In contrast, while cell phones are used just as frequently, they are seldom used (long-term) to do anything other than receive and make calls, or to text.
Young people aged 15-24 report the greatest rates of ownership and purchasing of computers with access to the Internet, as well as using the Internet for the widest range of purposes. Because Māori have a younger age profile than the population at large, they also make extensive use of computers with Internet access.
Young people in particular, also own, purchase and make extensive use of other devices such as cell phones and iPods/MP3 players. However, whilst they are more likely to try the full range of functionalities available to them through these devices (particularly when the device is a recent purchase), their patterns of use are not consistent - they may become distracted or pre-occupied with something else, the novelty wears off, and cost can also be a (prohibitive) factor.
Young people and Māori are two population groups that are over-represented amongst a group of New Zealanders who are heavy and extensive users of the devices covered by this survey. These Gadgeteers currently represent 13 percent of the New Zealand population aged 15 or older.
Whilst New Zealanders are turning more and more towards the newer technologies and receiving devices for entertainment, education and convenience, they are not necessarily replacing the old with the new. The traditional devices such as television and radio continue to be important devices for New Zealanders overall. Television for all audiences, and radio for older adults aged 55+ in particular.

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NZ's Use of Broadcasting and Related Media