Kiwis and Keywords: Understanding New Zealand’s Online Search Behaviour


Welcome to the world of search marketing. Here, you’ll learn about New Zealanders’ search behaviour and how it differs from that of other countries. You’ll also find out how this information can help your business thrive online. So get ready for some fun facts and figures!

The infographic looks at search engine trends across New Zealand

The infographic looks at search engine trends across New Zealand, as well as the most popular keywords used by Kiwi consumers. It also includes information on how to get your business found online, including tips on search engine optimization (SEO) and paid advertising.

You can view more infographics here:

A snapshot of New Zealand’s search behaviour

According to the latest figures from Nielsen, New Zealanders spend an average of 15 hours online each week. That’s up from 12.5 hours in 2016 and 10 hours in 2012.

In terms of search engine use, Google is still by far the most popular option for Kiwi web users; it accounts for 67% of all searches conducted in New Zealand (compared with 80% globally). Bing comes second place at 15%, Yahoo third at 4% and Chinese search engine Baidu fourth at 1%.

The big story here is mobile: More than 90% of Kiwis now own smartphones; this figure has more than doubled since 2014 when just over half had one!

How search is used in New Zealand

Search is used for information, entertainment and shopping.

  • Information: The majority of Kiwis use search to find the answers to their questions. They want to know where the closest medical centre is, or what time the next bus leaves town. They want to know how much it costs to fly from Auckland Airport (it’s $350). And they want to know if other people have had similar experiences before them – like this guy who got stuck in a lift at work and had no idea how long he would be there until someone came along and let him out!
  • Entertainment: Searching for funny videos is also popular among New Yorkers; about one third do this at least once per week! But here in New Zealand it doesn’t seem as popular – only about 15% check out YouTube regularly for laughs online each week.* Shopping/buying products online: Kiwis love buying stuff online – especially when they can get free shipping by spending over $50 dollars!

On average, Kiwis spend 20 hours per week online.

According to our research, Kiwis spend an average of 20 hours per week online. This includes time spent on social media, mobile apps and video streaming.

The average Kiwi spends 2 hours and 10 minutes each day on Facebook (and Instagram). That’s nearly 1/3 of their waking hours!

They also spend 2 hours watching videos on YouTube every day – which is almost 1/4 of their waking hours!

81% of New Zealanders use the internet daily.

81% of New Zealanders use the internet daily, and the average Kiwi spends 20 hours per week online. The average monthly spend on internet services is $250, which includes broadband and phone costs.

It’s also important to note that while our search behaviour may differ from other countries in some ways, we’re still very similar: we like to shop online (and often), we use social media sites like Facebook and Twitter regularly (but not as much as people in other countries), and most importantly for marketers – we love buying things!

Google is used for an average of 6 searches a day.

Google is the most popular search engine in New Zealand, used for an average of 6 searches per day.

The average Kiwi spends 6 minutes a day on Google. That’s 15% of all time spent online!

Over half of all Kiwis own either an iPhone or Samsung Galaxy smartphone. How search marketing can help your business succeed? Make sure you’re reaching your target audience with the right message at the right time, every time! If you are interested in learning more about how we can help build your brand online and grow your business, contact us today.

Search engine marketing (SEM) is the process of promoting your business or website to potential customers using search engines and other online advertising techniques. Search engine optimization (SEO) is the practice of optimizing your website in such a way that it appears higher in organic search results on Google, Bing or other major search engines.

Keywords are words or phrases that people use when they are looking for something online; these keywords help you target potential customers who are looking for what you offer.

When done well, SEM can help you reach your target audience with the right message at the right time, every time! If you’re interested in learning more about how we can help build your brand online and grow your business, contact us today!


We hope you enjoyed this infographic on New Zealand’s search trends, and found it useful. If there is anything else we can do to help your business succeed online, please get in touch with us today!

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