Facebook survey no surprises

In New Zealand 86 per cent of women and 73 per cent of men are on Facebook, according to a Colmar Brunton survey probing the country's social media habits.

In spite the fact Facebook is no longer the 'latest thing” and considered less cool than Snapchat or Instagram by the nation's youth, it remains our most popular social media platform and the most likely to be addictive for Kiwis, says Colmar Brunton media and digital account manager Kerri Tait.


A new Colmar Brunton survey shows Facebook is Kiwis favourite social media platform. Thinkstock Image.

Facebook is by far the most addictive social media platform with 65 per cent of those surveyed agreeing with that description. The next most addictive platforms – YouTube (30 per cent), Snapchat (18 per cent), and Instagram (17 per cent) – are well behind.

'A whopping 80 per cent of Kiwis are on Facebook,” says Kerri. 'Interestingly, while Facebook is increasingly seen as a platform for older age groups, 18-29 year olds (91 per cent) and 30-39 year olds (89 per cent) are the most attached.”

Seventy five per cent of females are more likely to rely on their regular Facebook fix than males (54 per cent). This is the opposite of YouTube, which 32 per cent of males and 27 per cent of females find addictive.

'It follows that females (33 per cent) are much more likely than males (22 per cent) to be on Facebook five or more times a day,” says Kerri. 'But 18-29 year olds (48 per cent) are the most likely to be at it that often.”

Kiwis are pretty clear about who they are and aren't prepared to have as Facebook friends.

'The vast majority (at least 76 per cent) are happy to friend immediate family and even their in-laws as well as colleagues and childhood friends. But most are keen to steer well clear of their boss, their teacher and particularly their ex on Facebook.”

Eighty per cent of New Zealanders on Facebook give the thumbs down to friending someone they have only met online. But 18-29 year olds (29 per cent) are the most open to the idea, with men (27 per cent) almost twice as likely as women (14 per cent) to go down this track.

Most Kiwis are likely to be following friends (89 per cent), family (84 per cent) or co-workers (40 per cent). Businesses and brands are followed by only 26 per cent of Kiwis overall, but are doing better at attracting a following in younger markets – 43 per cent of 18-29 year olds and 38 per cent of 30-39 year olds.

That's better than music brands or artists who are followed by 20 per cent of our Facebook faithful, TV shows and movies at 19 per cent, celebrities or news organisations at 18 per cent and political figures who are followed by a meagre 13 per cent of Facebookers.

Posting unwelcome content, the breakup of offline friendships and constant requests to play Facebook games are the quickest route to losing a Facebook following, says Kerri. Posting too often and getting into arguments are also cited as leading reasons to unfollow someone.

The survey was conducted online among a representative sample of 1000 people with a margin of error of plus or minus 3.1 per cent.

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2 comments

Oh

Posted on 06-08-2016 16:57 | By overit

I don't do any of them. But I like this forum, its thought prevoking.


Facebook

Posted on 07-08-2016 08:07 | By SonnyJim

I trialed Facebook for two weeks. By the end there were over 300 strangers wanting to be 'friended'. That was just wrong, "so I got off the bus".


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