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.”
调查结果表明，虽然现代个人设备在农民中得到广泛采用，但专用智能农业（机器对机器或 M2M）技术的使用仍有待开发。三分之二的受访者表示没有使用过列出的任何一种 M2M 技术，这凸显了解决连接性差距、提供支持和服务以弥合不同世代的学习偏好的重要性。
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.
随着新西兰农村地区不断适应经济、技术和世代的变化，尼尔森的洞察力为那些希望与新西兰最重要但又不断发展的劳动力群体建立联系的品牌提供了宝贵的路线图。
关于尼尔森
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 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
关于尼尔森农村调查
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.
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
+61 404 088 462
