Kiwis a traditional lot with their advertisements

Kiwi shoppers are more likely to be influenced by television and print ads than their counterparts around the world, an ACNielsen survey shows.

The online global questionnaire asked consumers what shaped their final decision when it came to buying products.

New Zealanders relied on TV and print ads more than people elsewhere, particularly when shopping for fashion, jewellery and mobile phones.

In every category surveyed, they were more influenced by such advertising than the global average.

But they were less influenced in every category by online web logs - or blogs - than the global average.

Saatchi & Saatchi chief executive Andrew Stone said New Zealand had always been a "TV society" but other channels were increasingly part of the marketing mix.

"Most people in most countries will use the internet to take them a fair way down the track - but then will finally want some personal contact," said Stone.

AUT marketing professor Roger Marshall said New Zealanders tended to determine opinions about products based on facts, rather than following endorsements.

"Most Kiwis, I think, would be more likely to look at the content of an advertisement and make up their own minds."

The survey showed having prior experience with a brand or company influenced about half of New Zealanders, especially when buying a car, taking out a loan or choosing a bank.

Searching the internet had a bearing, especially for holidays and buying MP3 players.

Window shopping was the biggest influence for fashion and jewellery, while word-of-mouth was the most popular for weight loss products.

ACNielsen New Zealand managing director Stephen Mitchell said: "Traditional advertising will continue to play a major role in marketing strategies but there is no doubt consumers will need to be addressed on all fronts."

He said shoppers were increasingly going online to research certain types of products but New Zealanders were still reluctant to make buying decisions based purely on online facts and information.

"Although New Zealand isn't at this stage on par with other developed markets with regard to using the internet to seal their purchase choices, it will only be a matter of time," he said.


Shopping talk

Biggest buying influences:
61 per cent of holiday buyers: The internet.
47 per cent of car buyers: Prior experience.
66 per cent of people buying fashion: Window shopping.
61 per cent of people buying jewellery: Window shopping.
41 per cent wanting weight loss products: Word of mouth.
59 per cent looking for a bank: Prior experience.
47 per cent wanting a loan: Prior experience.
50 per cent buying a mobile phone: Prior experience.
40 per cent shopping for an MP3 player: The internet.
Source: ACNielsen