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.”
조사 결과에 따르면 최신 개인용 기기는 농부들 사이에서 널리 채택되고 있지만, 전용 스마트 농업(기계 대 기계 또는 M2M) 기술의 사용은 아직 미개발 상태인 것으로 나타났습니다. 응답자의 3분의 2는 나열된 M2M 기술 중 하나도 사용하지 않는다고 답해 연결성 격차를 해소하고 세대 간 학습 선호도를 연결하는 지원과 서비스를 제공하는 것이 중요하다는 점을 강조했습니다.
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.
뉴질랜드의 시골 지역이 경제, 기술 및 세대 변화에 계속 적응하고 있는 가운데, 닐슨의 인사이트는 뉴질랜드의 가장 핵심적이면서도 진화하는 인력 중 한 명과 연결하고자 하는 브랜드에게 귀중한 로드맵을 제공합니다.
닐슨 소개
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 소셜 미디어(트위터, 링크드인, 페이스북, 인스타그램)에서 저희와 소통하세요.
닐슨 농촌 서베이 정보
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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