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Consumer panel · Asia-Pacific

Real consumers of New Zealand, profiled by Frequent Research.

Know them by age and gender.

  • CapitalWellington
  • CurrencyNew Zealand dollar (NZD)
  • LanguagesEnglish, Māori
Explore the panel Get the panel book 15,558profiled consumers33profile tablesNZ$New Zealand dollar
  • GenderFemales52.3% · 8,137
  • Age30-4942.6% · 6,628
  • Education (highest level completed)Secondary / high school graduate22.1% · 3,438
  • Occupation / Employment StatusFull-Time Employee42.3% · 6,581
  • Marital StatusMarried / Civil Partnership40.2% · 6,254
  • Life Stage / GenerationMillennials (born 1981–1996)35.3% · 5,492
  • Ethnicity / Population BackgroundEuropean / Pākehā62% · 9,646
  • Region DistributionAuckland34.5% · 5,368
  • Annual Household Income (gross, NZD)Middle Household Income · NZ$75,000 – NZ$99,99919.8% · 3,080
  • Annual Personal Income (gross, NZD)Middle Income · NZ$47,000 – NZ$64,99920.2% · 3,143
  • Home Category (living arrangement)Own Primary Residence53.2% · 8,277
  • Dwelling TypeDetached House43.1% · 6,705
  • Parents of Children (age of youngest child)18+ Years (adult children)27.3% · 4,247
  • AutomotiveMass-Market Car Owners37.3% · 5,803
At a glance

New Zealand in 7 numbers

  • 15,558profiled consumers in New Zealand
  • Gender52.3%Females
  • Age42.6%30-49
  • Where they live34.5%Auckland
  • Occupation42.3%Full-Time Employee
  • Personal income20.2%Middle Income · NZ$47,000 – NZ$64,999
  • Technology20.1%iOS Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 47.7%7,421 Males
  • 52.3%8,137 Females

Largest group: Females at 52.3%

Age

5 groups
4.4%68513-17 23.1%3,59418-29 42.6%6,62830-49 20.1%3,12750-64 9.8%1,52565+

Largest group: 30-49 at 42.6%

Education (highest level completed)

9 groups
  • Less than secondary / high school16.3%2,536
  • Secondary / high school graduate22.1%3,438
  • Post-secondary vocational / technical training12.1%1,883
  • Some college / university – no degree8.3%1,291
  • Associate / short-cycle tertiary diploma7.3%1,136
  • Bachelor's degree19.6%3,049
  • Master's degree (MA, MSc, MBA, etc.)10.5%1,634
  • Professional degree (MD, DDS, LLB, JD, etc.)2.6%405
  • Doctorate (PhD, EdD)1.2%187

Largest group: Secondary / high school graduate at 22.1%

Marital Status

5 groups
  • Married / Civil Partnership40.2%6,254
  • Single / Never Married31.6%4,916
  • Divorced7.3%1,136
  • Widowed / Separated5.4%840
  • Living with Partner (Cohabiting)15.5%2,411

Largest group: Married / Civil Partnership at 40.2%

Life Stage / Generation

5 groups
  • Millennials (born 1981–1996)35.3%5,492
  • Gen Z (born 1997–2012)25.7%3,998
  • Gen X (born 1965–1980)22.4%3,485
  • Baby Boomers (born 1946–1964)13.6%2,116
  • Silent Generation (born before 1946)3%467

Largest group: Millennials (born 1981–1996) at 35.3%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee42.3%6,581
  • Retired12.4%1,929
  • Student11.2%1,742
  • Part-Time Employee7.6%1,182
  • Self-Employed / Contract / Freelance7.5%1,167
  • Homemaker5.3%825
  • Unemployed3.8%591
  • Stay-at-Home Parent (full-time childcare)3.3%513
Show all 11

Largest group: Full-Time Employee at 42.3%

Annual Household Income (gross, NZD)

10 groups
4.5%700Very Low Household Income · Below NZ$33,000 18.5%2,878Low Household Income · NZ$33,000 – NZ$54,999 19.4%3,018Lower-Middle Household Income · NZ$55,000 – NZ$74,999 19.8%3,080Middle Household Income · NZ$75,000 – NZ$99,999 15.5%2,411Upper-Middle Household Income · NZ$100,000 – NZ$129,999 11.2%1,742Comfortable Household Income · NZ$130,000 – NZ$169,999 6.8%1,058Affluent Household Income · NZ$170,000 – NZ$239,999 2.3%358High Household Income · NZ$240,000 – NZ$349,999 1.2%187Very High Household Income · NZ$350,000 – NZ$549,999 0.8%124Top Household Income Tier · NZ$550,000 and above

Largest group: Middle Household Income · NZ$75,000 – NZ$99,999 at 19.8%

Annual Personal Income (gross, NZD)

10 groups
3.6%560Very Low Income · Below NZ$19,000 16.5%2,567Low Income · NZ$19,000 – NZ$32,999 20.1%3,127Lower-Middle Income · NZ$33,000 – NZ$46,999 20.2%3,143Middle Income · NZ$47,000 – NZ$64,999 12.5%1,945Upper-Middle Income · NZ$65,000 – NZ$79,999 14.1%2,194Comfortable Income · NZ$80,000 – NZ$109,999 7.1%1,105Affluent Income · NZ$110,000 – NZ$149,999 3.7%576High Income · NZ$150,000 – NZ$219,999 1.3%202Very High Income · NZ$220,000 – NZ$359,999 0.9%140Top Income Tier · NZ$360,000 and above

Largest group: Middle Income · NZ$47,000 – NZ$64,999 at 20.2%

Banking & Financial Services

12 groups
  • Credit Card Holders23.8%3,703
  • Debit Card Users15.3%2,380
  • Online / Mobile Banking Users12.1%1,883
  • Digital Wallet / Mobile Money Users9.2%1,431
  • Home Loan / Mortgage Holders7.8%1,214
  • Life Insurance Policy Holders7.8%1,214
  • Personal Loan Holders5.5%856
  • Stock / Equity Traders4.4%685
Show all 12

Largest group: Credit Card Holders at 23.8%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence53.2%8,277
  • Rent Primary Residence23.7%3,687
  • Live with Family Member(s) in Their Residence13.5%2,100
  • Live in Student / University Accommodation5%778
  • Other Living Arrangement4.6%716

Largest group: Own Primary Residence at 53.2%

Dwelling Type

11 groups
  • 43.1%6,705Detached House
  • 13.8%2,147Semi-Detached House
  • 11.4%1,774Terraced / Row House / Townhouse
  • 9.8%1,525Bungalow / Single-Storey House
  • 4.8%747Apartment / Flat – with balcony or garden
  • 4.3%669Cottage / Farmhouse
  • 3.1%482Apartment / Flat – no outside space
  • 3%467Condominium / Serviced Apartment
  • 2.9%451Dormitory / Hostel / Group Quarters
  • 1.9%296Mobile Home / Caravan
  • 1.9%296Other Dwelling Type

Largest group: Detached House at 43.1%

Parents of Children (age of youngest child)

5 groups
14.2%2,2090-2 Years 16.7%2,5983-6 Years 21.6%3,3617-12 Years 20.2%3,14313-17 Years 27.3%4,24718+ Years (adult children)

Largest group: 18+ Years (adult children) at 27.3%

Parenting, Family & Household Roles

12 groups
  • Primary Grocery Shoppers16.4%2,552
  • Household Head / Main Earner15.1%2,349
  • Dual-Income Households14%2,178
  • Household Budget Managers13.8%2,147
  • Children's Education Decision Makers8.1%1,260
  • Single Parents7.9%1,229
  • New Parents (child under 1 year)5.4%840
  • Expecting Parents4.5%700
Show all 12

Largest group: Primary Grocery Shoppers at 16.4%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users17.4%2,707
  • Household Service Decision Makers17%2,645
  • Home Maintenance & Handyman Service Users15.2%2,365
  • Plumbing Service Customers13.3%2,069
  • Electrical Repair Service Customers10.8%1,680
  • Landlords & Property Managers9.3%1,447
  • Laundry / Dry-Cleaning Service Users7.2%1,120
  • Pest-Control Service Customers5.6%871
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 17.4%

Where they live

Regions and background across the country.

Ethnicity / Population Background

6 groups
  • European / Pākehā62%9,646
  • Asian19%2,956
  • Māori9%1,400
  • Pacific Peoples4%622
  • Other ethnic groups / minorities4%622
  • Middle Eastern / Latin American / African2%311

Largest group: European / Pākehā at 62%

Region Distribution

16 groups
  • Auckland34.5%5,368
  • Canterbury12.2%1,898
  • Wellington10.6%1,649
  • Waikato9.3%1,447
  • Bay of Plenty6.7%1,042
  • Manawatū-Whanganui5.1%793
  • Otago5%778
  • Northland3.7%576
  • Hawke's Bay3.4%529
  • Taranaki2.5%389
Show all 16

Largest group: Auckland at 34.5%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 37.3%5,803Mass-Market Car Owners
  • 25.9%4,030Car Insurance Policy Holders
  • 12%1,867Vehicle Service & Repair Decision Makers
  • 5.8%902Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 20.1%3,127iOS Smartphone Users
  • 16.8%2,614Android Smartphone Users
  • 10.1%1,571Cloud Storage & Productivity App Users
  • 9.4%1,462Generative AI & Chatbot Users
All 11 groups

Travel

  • 21.3%3,314Frequent Domestic Travellers (3+ trips a year)
  • 12.6%1,960Family Vacationers
  • 11.2%1,742International Travellers
  • 9.2%1,431Weekend / Short-Break Travellers
All 12 groups

Lifestyle & Hobbies

  • 13%2,023Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
  • 11.5%1,789Gardeners & Home Growers
  • 10.8%1,680Nature & Outdoor Leisure (camping, picnics)
  • 9.2%1,431Eco-Conscious / Sustainable Living Consumers
All 12 groups

Media & Entertainment

  • 15.7%2,443OTT / Subscription Video Streaming Subscribers
  • 13.3%2,069Free Ad-Supported Video Platform Viewers
  • 12.8%1,991Music Streaming Users
  • 10.8%1,680Linear / Pay-TV Viewers
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 34.9%5,430Non-Tobacco / Nicotine Users
  • 17.2%2,676Beer Consumers
  • 16.4%2,552Wine & Spirits Consumers
  • 11.1%1,727Adult Vaping / E-Cigarette Users
All 9 groups

Consumer Electronics Ownership & Purchase

  • 17.7%2,754Laptop / Desktop Computer Owners
  • 12.5%1,945Smart TV Owners
  • 11.8%1,836Consumer Electronics Purchase Decision Makers
  • 11.4%1,774Major Home Appliance Buyers
All 10 groups

Content Creators & Social Media Influence

  • 21.3%3,314Casual Social Media Content Posters
  • 14.1%2,194Short-Form Video Creators
  • 14.1%2,194Photo & Visual Content Creators
  • 9.7%1,509Long-Form Video Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

Shopping Behaviour & Consumer Preference

  1. Value & Discount Seekers13.8%2,1472
  2. Online Shoppers14.5%2,2561
  3. In-Store Shoppers11.6%1,8053
  • Online Shoppers14.5%2,256
  • Value & Discount Seekers13.8%2,147
  • In-Store Shoppers11.6%1,805
  • Omnichannel Shoppers10.8%1,680
  • Fashion & Apparel Shoppers10.3%1,602
  • Home & Furnishing Shoppers7.2%1,120
  • Brand-Loyal Shoppers6.4%996
  • Impulse Buyers5.6%871
  • Cross-Border Online Shoppers5.4%840
  • Social Commerce / Live-Shopping Buyers5%778
Show all 12

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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