Auckland – August 6, 2025 – Nielsen, a global leader in audience measurement and data analytics, has today released its latest Rural Survey, offering insights into the evolving composition, media consumption, and technology adoption trends within New Zealand’s rural workforce.
The survey reveals a sector in transition, with age emerging as a defining demographic characteristic. More than half of the population is now aged 55 or older – an ageing and powerful workforce that presents unique challenges and opportunities for brands, service providers, and policymakers.
Nielsen’s Head of Insights for Australia and New Zealand, Kirsten Riolo said: “This is not just a demographic observation – it’s a strategic signal. To effectively engage New Zealand’s rural workforce, organisations need to acknowledge the maturity and experience of this audience and tailor communications accordingly. That means integrating traditional media that retains trust, while harnessing digital platforms for immediacy and accessibility.”
調査結果は、最新の個人用デバイスが農家の間で広く採用されている一方で、専用のスマート農業（マシン・ツー・マシン、M2M）技術の利用は未開拓のままであることを示している。回答者の3分の2は、リストアップされたM2M技術のいずれも使用していないと回答しており、接続性のギャップに対処し、世代間の学習嗜好の架け橋となるサポートやサービスを提供することの重要性が浮き彫りになった。
Nielsen’s data also reveals a distinctive “hybrid media consumer” profile – a rural community that actively engages with both digital and traditional channels but uses each medium differently. Social media (46.0%) and websites (45.3%) dominate for discovering what’s new, while Rural Newspapers & Magazines (33.1%) and Television (31.7%) are rated highly for being trustworthy.
Helene Maurer, Nielsen’s NZ’s Director of Agencies and Advertisers added: “This hybrid behaviour means there’s no one-size-fits-all strategy. Effective marketing in the rural sector must blend immediacy with authority. Social and digital are great for announcements and product launches, but print and TV still carry weight when it comes to building credibility and trust.”
The Rural Survey also highlights the complexity of the rural customer journey, with preferred information sources varying widely depending on the type of purchase. This non-linear path to purchase reinforces the need for an integrated marketing approach that reflects both category dynamics and audience preferences.
ニュージーランドの地方が経済的、技術的、世代的な変化に適応し続ける中、ニールセンの洞察は、この国で最も必要不可欠でありながら進化を続ける労働力とつながろうとするブランドにとって、貴重なロードマップを提供する。
ニールセンについて
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com ソーシャルメディア（Twitter、LinkedIn、Facebook、Instagram）で私たちとつながってください。
ニールセンについて ニールセンの農村調査
Nielsen’s 2025 Rural Survey is Nielsen’s sixth survey in New Zealand focused on better understanding the rural sector. The survey represents 304,000 New Zealanders and was conducted online with responses collected through fieldwork implemented from June to July 2025.
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