Nielsen: Reaching New Zealand’s Rural Consumers

• 新西兰农村居民消费的电视和报纸内容要多得多
• 每 10 位农村消费者中就有 9 位在上周观看过电视，而每 10 位新西兰人中就有近 8 位观看过电视

AUCKLAND – 7 DECEMBER 2020 – Nielsen today released data from the latest Nielsen CMI Rural Survey which explores over 46,000 New Zealand rural consumers, incorporating beef, sheep, dairy and other livestock farmers, as well as horticulture and cropping growers. 

尼尔森的调查结果显示，新西兰农村地区的消费者仍然大量使用传统媒体来获取信息。事实上，每十个人中就有九个人收看电视频道，而普通民众中每十个人中就有近八个人收看电视频道。 

每 10 个农村受访者中就有近 7 人在上周阅读过日报，而每 10 个新西兰人中就有 5 人阅读过日报，每 5 个农村受访者中就有超过 4 人在一周内收听过广播或访问过网站。

2020 年尼尔森 CMI 农村调查的数据显示，农村报纸和杂志发挥着重要作用，因为与其他类型的媒体相比，农村报纸和杂志被认为是最值得信赖的。

The rural sector is looking to invest in products & services in the next 12 months. Key areas include farm supplies, maintenance, farm machinery & equipment (including the purchase of tractors), IT/Technology (including internet connection, and M2M technology), Infrastructure under $200K, vehicles (cars/utes), and banking/financial services.

Nielsen’s Head of Media Tony Boyte said, “The results of this survey highlight the differences between rural consumers and the general New Zealand population. This information is critical for marketers and advertisers to accurately reach and engage their rural consumer demographic. “

Respondents were mailed a survey booklet in early August 2020 and asked to complete and return by the end of September 2020. Results in the Rural Survey are represented at farm level incorporating Beef Farming, Sheep Farming, Dairy Farming, Other Livestock Farming, Horticulture and Cropping. The total number of farms represented in the survey is 46,551 nationally.