Marketing teams strive to show how their smarts and silver deliver Return on Investment (ROI). And with incessant pressure on budgets, reaching consumers with messages that resonate remains a priority. Some global brands are looking for efficiencies by centralising marketing teams and exploring the merits of wider Pacific campaigns – so how alike are we to our Aussie neighbours and what are the differences to watch out for?
Along with a passion for sport, Australia and New Zealand share similar demographics in terms of age and gender. More Aussies live in their own home, 65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} compared to 60{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in New Zealand and more Australians live in cities (65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 55{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}). When it comes to ethnicity, we see more divergence: seven-in-10 Kiwis describe themselves as New Zealanders or NZ European; compared to eight-in-10 Australians born in Australia or of European descent. New Zealanders are twice as likely to speak a language other than English (29{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs.14{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), driven largely by our Asian, Pacific Island and Maori populations. Kiwi households are also bigger, nearly a quarter (23{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) have five or more people in the household compared to 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in Australia. Nielsen – Read more…
Along with a passion for sport, Australia and New Zealand share similar demographics in terms of age and gender. More Aussies live in their own home, 65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} compared to 60{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in New Zealand and more Australians live in cities (65{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs. 55{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}). When it comes to ethnicity, we see more divergence: seven-in-10 Kiwis describe themselves as New Zealanders or NZ European; compared to eight-in-10 Australians born in Australia or of European descent. New Zealanders are twice as likely to speak a language other than English (29{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} vs.14{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}), driven largely by our Asian, Pacific Island and Maori populations. Kiwi households are also bigger, nearly a quarter (23{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea}) have five or more people in the household compared to 15{845d44a2f09c0018d802e19e78941a85dc2180e4ed7410cee0b34e8cb134ecea} in Australia. Nielsen – Read more…