Google Ads Usage Statistics For New Zealand

Sunday, September 6th, 2020

Since starting 20 years ago, the Google online ads platform has gone through many iterations and has established itself as the dominant online advertising option in New Zealand. It’s no surprise that in 2020 Google Ads continues to be a crucial component of internet marketing.  
 
Paid Search Is Still On Top 
61.3 per cent of New Zealand’s total internet advertising revenue was generated by search engine ads according to the 2020 Second Quarter Digital Advertising Revenue Report from the Interactive Advertising Bureau (AIB) of New Zealand (1). We hear a lot about the rise of social media advertising, but this stat shows that the most significant spend is still paid search. 
 
Mobile Search Market Share
As of August 2020, Google has 98.18% of the search market share on mobile in New Zealand’s English language population(2). New Zealand’s consumer behaviour has started to shift more towards online. In particular, “Online Shopping” search terms were skyrocketing during New Zealand’s Covid-19 lockdown months in March and April 2020 (3). 
 
The Growth Curve
New Zealand’s total internet advertising market’s revenue had more than doubled over the four years from 2011 ($338 million), compared to 2015 ($828 million) (4). The total advertising revenue is forecasted to grow at a 13.8% Compound Annual Growth Rate (CAGR), rising to $1.58 billion by 2020 (5). 
 
Search Market Share
Google dominates the Search Engine Market share in New Zealand’s English language population, accounting for 94.7% for August 2019 to August 2020 (6). No other search engines come close; Bing had only has 3.2% of the market share, and Yahoo had only 0.78% in the same period (7). It seems inevitable that Google will continue to be the only major search player in New Zealand for many years to come.
 
The statistics above show that Google’s usage in New Zealand’s internet advertising industry is remarkable. With Kiwi’s behaviour changing and a clear online uplift, being present on New Zealand’s most notable search engine will likely make a significant difference in how businesses will scale in the years to come.
 
Article by Jake Mclachlan
 
 
 
References
 
1. 61.3 per cent of New Zealand’s total internet advertising was search engine ads in second quarter of 2020:
https://www.iab.org.nz/news/h1-q2-2020-digital-advertising-revenue-report/ 
 
2. 98.2% Google Mobile Search Market Share:
https://gs.statcounter.com/search-engine-market-share/mobile/new-zealand
 
3. Search terms “Online Shopping” skyrocketed during March and April, 2020:
https://trends.google.com/trends/explore?geo=NZ&q=online%20shopping
 
4. The market was valued at $338 million, compared to 2015 when the amount was $828 million:
https://stoppress.co.nz/news/data-dump-snapshot-pwcs-new-zealand-entertainment-and-media-outlook-insights-report-2016-2020/?amp=1
 
5. Total advertising revenue forecasted to grow at 13.8 per cent CAGR, rising to $1.58 billion by 2020:
https://stoppress.co.nz/news/data-dump-snapshot-pwcs-new-zealand-entertainment-and-media-outlook-insights-report-2016-2020/?amp=1
 
6. 94.7% Google search engine market share:
https://gs.statcounter.com/search-engine-market-share/all/new-zealand
 
7. Yahoo with 0.78%, Bing with 3.2% search engine market share:
https://gs.statcounter.com/search-engine-market-share/all/new-zealand
 
 

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