In 2018 the insurance sector spent nearly $79 million in New Zealand on advertising to reach potential insurance buyers. Whether it is car, contents, house, life, medical, travel or other insurance, 2,861,000 New Zealanders aged 20+ hold at least one insurance policy.
While the 2018 census data isn’t due for release until 2019, marketers should be prepared to answer two key questions - “are we adjusting to the changing needs of our target market? and how do we acquire new customers that are gaining relevance in NZ?”
Consumer trust is crucial for e-commerce growth. Trust includes many aspects for shoppers to feel comfortable in selecting the crucial “add to basket” button. For example, shoppers need to be sure they are purchasing genuine products, that what they purchased will arrive safely on time and in good condition, and that the payment is secure.
Beyond in-store clinics and the traditional health care aisle of the store, a handful of departments should be top of mind for drug store retailers where more multicultural dollars are spent in comparison to non-Hispanic whites.
Marketing teams strive to show how their smarts and silver deliver Return on Investment (ROI). 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?
After a long day spent on a sunny beach, there isn’t a meal quite as perfect as fish and chips. This time-honoured, classic fried feast is synonymous with summertime in Australia. Research from Nielsen’s Consumer & Media View (CMV) survey shows that almost a third (32%) of Australians aged over 14 years old have claimed to have eaten or bought fish and chips in the past six months, with consumption peaking during the warmer months (October to February).
Australians are willing to take to the seas with more than half (55%) considering going on a cruise. Strong growth in advertising spend from cruise operators is driving consumer enthusiasm, but questions have been raised as to whether Sydney’s infrastructure can support demand. If tour operators pull Australian ports from their routes, the current trend in advertising growth could face a sudden change in course.
In an age where consumers say they are increasingly health aware, New Zealanders still regularly indulge in fast food. Research from Nielsen’s Consumer and Media Insights (CMI) survey reveals that in the past month, as many as 80% of New Zealanders ate fast food. Fish and Chips continues to be our fast favourite, with 1.7 million Kiwis eating it in the last month - an increase of 11% over two years.
China, with its huge population and increasing affluence, is a very lucrative market for companies and brands in the Pacific. The Demand Institute, projects that consumers in China will spend $56 trillion over the next decade, with a largely young, affluent, connected consumer base with disposable incomes leading the charge.
By mid-century, the U.S. will be a “majority minority” nation. By 2060, fewer than five in 10 will be white non-Hispanic. This level of demographic change represents a remarkable challenge for retail real estate investors, developers, advisers and retailers. It’s also a remarkable opportunity.