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Social media users as a percentage of the total population New Zealand 2015-2018

In 2018, around 74 percent of the New Zealand population were active social media users. The social media penetration rate has continued to increase, in-line with the growing digitalization of the country. While not the most active country in the Asia Pacific region, New Zealand still ranked in the top ten in terms of social media penetration out of countries from Asia Pacific.

How are Kiwis using social media?

Most of the population use social media on a mobile device. With increasing smartphone usage and accessibility, current global trends look set to establish the standard for mobile-only social media usage in the near future. In fact, many social media services are better experienced on a mobile device.

An average of one hour and 43 minutes per day were spent on social media by internet users in the country in 2018. This is much lower than the approximate four hours per day spent by online users in the Philippines.

Which social media are the most popular?

The most popular social networks in the country included YouTube, Facebook, and Instagram. YouTube and Facebook dominated the market, both with over 70 percent penetration rates. Facebook was popular among all age groups, with the highest number of Facebook users in the 25 to 34-year age group. Instagram has gained popularity with younger generations in the country.

Active social media users as percentage of the total population in New Zealand from 2015 to 2018

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Release date

January 2018


New Zealand

Survey time period

January 2018; January 2017; September 2016; March 2015

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