October 4, 2010 2:00pm by David Farrar

Kiwiblog Reader Profile

Through my advertising network, I am on Nielsen Net Ratings. Apart from the normal stuff on page impressions, visitors, I also get a demographic breakdown of visitors to Kiwiblog. I figured people may be interested in them also.

Gender – 52% Male, 48% Female (this is readers, not commenters)
Age – 2% under 18, 21% 18 – 30, 28% 31 – 45, 31% 46 – 60 and 17% over 60
Household Income – 15% under $40k, 30% $40 – $100K, 34% $100K – $250K and 7% over $250K
Occupation – 23% professionals/managers, 9% self employed, 7% tertiary students, 3% secondary students, 7% retired
Employers – 32% work for employers with less than 20 staff, 15% for 20 to 100 and 29% over 100
Homes – 39% own with a mortgage, 31% own and no mortgage, 25% rent
Children – 14% have children aged under 5, 13% 5 to 9, 13% 10 – 14, 13% 15 – 17, 63% no children at home
Shopping – 44% say main household shopper, 39% say split equally, 17% say not primarily them
Location – Auckland 32%, Wellington 28%, Canterbury 15%, Otago 5%, Waikato 4%, BOP 3%, Manawatu-Wanganui 3%, Northland 2%, Nelson/Marlborough 2%, Hawke’s Bay 1%, Southland 1%, Taranaki 1%, Gisborne 0.3%
Area – 86% urban, 14% rural
Ethnicity – NZ European 80%, Maori 4%, PI 2%, Other European 7%, Asian 2%
Internet Access – 32% work, 63% home
Internet Connection – 1% dial up, 97% broadband
Average Internet use – 36% up to 10 hours/week, 34% 10 – 20, 16% 20 – 30 and 15% over 30
Web 2.0 – 62% have used social network site, 46% have commented n blog/discussion site,
Online Services – 86% use Internet Banking, 34% have used VOIP calling, 5% gambling, 8% gaming, 39% auctions, 85% read newspaper, 46% download or listen to music, 28% listened to radio, 60% download/view video, 33% download/view TV or movie, 41% download software, 29% used RSS feed, 30% monitored sports event, 35% used IM, 21% accessed Net via mobile phone,