Mar 20 2008
What are Kiwis Doing Online? Searching, Chatting and Shopping
Sandra Hanchard has shared some interesting research on the Kiwi Webosphere, with her key takeaways being:
- News & Media – 6.7% share of visits
- Portal Frontpages – 5.78% share of visits
- Travel – 2.67% share of visits
- Shopping & Classifieds – 7.18% share of visits
My key take aways were:
- How dumb are Telecom feeling now? One year ago, Telecom split from a JV xtramsn.co.nz with Microsoft and relaunched a new portal offering with Yahoo!7 in which both parties were panned for poor sites. One year on and MSN.co.nz has a commanding 38.31% share of visits, and Yahoo!xtra a paltry 15.98%. Go from owning 50% of the leading portal to owning 50% of the #2 portal with half the traffic. FTW!
- Shock: TradeMe leading in Shopping & Classifieds. Real shock: Category higher than in Oz. Shopping & Classifieds sites accounted for 7.18% market share of visits in NZ compared to an underweight 5.73% in Australia. Can this be accounted for by the concentration/network effect on TradeMe NZ (general, cars, property, jobs) and the fragmentation (in the big end of town: ebay, trading post, carsales/carpoint, carsguide/drive, seek, mycareer, careerone, realestate, domain, myhome, etc, etc, etc) in Australia? Or are Kiwis just bigger (online) shoppers than Aussies?
Disclosure: I am employed by Fairfax Media, who own TradeMe in New Zealand.
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From the perspective of an Australian selling on trademe.co.nz in New Zealand, I think a lot of the increased Shopping traffic in NZ is a result of Trademe. Trademe I think is much more trusted in NZ compared to the level of distrust in australia towads eBay.com.au