Today were going to take a look at how Christchurch people and advertisers consume
and use media. We know that nationally 54% of Kiwis use a mixture of print and online
sources to search for products and services, but each region has its differences and
insights that make it a unique place to do business.
Kiwis use multiple sources to search. You cant afford to put all your marketing eggs in
one basket, and when youre planning your marketing strategy and budget for the year,
you need to ensure you also have a mix of both media too.
Online is definitely an important part of your media plan, and in fact when you add up
the 26% of consumers who ONLY use digital resources to search, thats a massive 4 out
of 5 people who use online searches e.g. Google, company websites, digital directories,
one day deal sites as part of their search process.
But print is incredibly important, and its the cornerstone of your offline presence and
promotion. In addition its an integral part of driving customers to view your online
86% of people in Christchurch have internet access at home.
So what does that mean for your business? It means your customers now have more
places than ever in which to search for products and services. The internet has opened
up a whole raft of possibilities for consumers to find and hear about your business
which can be a positive thing, but with so many places to promote your business, and
most likely a limited marketing budget, you need to be armed with knowledge about the
most effective places to spend your marketing dollar.
We can now access information, check work emails and research or even buy products
and services while were out and about on our smartphones. 63% of people in
Christchurch own a smartphone, which is higher than the national average, which is
Half of Christchurch smartphone owners use their mobile devices for much more than
calling and sending text messages. They are connecting with their social networks,
surfing the internet for news and information, shopping and making purchases. This
means you need to tailor your marketing channels to capture these captive mobile
Research has shown that 67% of smartphone users are more likely to make a purchase
with a mobile friendly site than a non-mobile friendly site and 79% of people will avoid
shopping and purchasing at sites they consider difficult or slow on their smartphone.
Luckily now at Yellow every website that we build for a customer is optimised for
mobile. So if your website or ecommerce site isnt optimised for mobile traffic, you could
be losing potential customers and sales.
67% of Christchurch consumers use Google every month. But what you might not realise
is that once customers find you on Google, theres a high chance theyll contact your
business. In Christchurch, 1 in 2 people who searched on Google in the last month
actually contacted a business after they found them online.
Thats 103,000 people making over 7 million look ups a month. These are numbers you
simply cant afford to miss out on by not being found online or even worse, not having
an online business presence at all!
If youre looking for simple, quick and cost effective ways to get online, Yellow can help.
We can get you started with a digital directory listing, get you up and running with your
own website, and to complement both of these, especially if you have a physical address
a Google My Business listing can get you found in Google location searches AND direct
traffic to your website.
55% of consumers in Christchurch still turn to a Yellow print directory to search for
businesses, including Yellow Pages, White Pages and Yellow Local. And once
customers know your name, over a third of people in your region pick up the White
Pages section and look for your contact details.
Print is often the first port of call during a consumers search process, which is why its
essential to a) be found, and then b) to direct people to find out more about you. If you
have a website, you need to put the URL in your ad to direct people there.
But having a presence in the Yellow print directories now has an even better benefit.
Every ad now appears in our new Yellow Pages eBook.
Tablets are an ideal medium to view the Yellow Pages eBook, which is an electronic
replica of the Yellow Pages. It's laid out exactly like the print version of the Yellow Pages,
but in a handy electronic format.
With the Yellow Pages eBook your customers can zoom into your ad to make it easier to
read. And they can also click straight through to your website and email addresses,
meaning you they can share business information with their friends. And because word
of mouth and referrals is so important to Kiwis and is a strong source of leads for NZ
businesses, this functionality will get your business found by more people.
When it comes to online directories, Yellow has the NZ market covered. Around 60% of
digital directory visits are to Yellows top 3 directories Yellow Online, White Pages
Online and finda.
And when Yellow Online searchers find you they buy. 1 in 2 Yellow Online searches in
Christchurch then go on to make a purchase. That could be with your business!
So weve covered off what your customers in Christchurch are using to research and
make informed purchase decisions. Lets now take a look to see whether businesses like
yours are putting their marketing money in the right places, that is, the places where
consumers are actually searching.
Earlier we mentioned that 58% of consumers use a mix of online and offline sources
when searching. It seems Christchurch businesses recognise this because youre right on
the money with your advertising and promotional choices as 71% of you and your
competitors - are using both online and offline marketing methods.
We know this because last year Yellow ran research to help us understand what
advertising NZ businesses are using now in terms of offline and digital. We also asked
them what kinds of promotion businesses are intending to use in the next 12 months or
so. And the great thing is that were able to break this down by region or by industry
Over half of Christchurch businesses already have a company website, which is a great
first step and at 49% youre bang on the national average. Of course once you have a
website the work doesnt stop there. Theres no point having a digital presence if your
customers cant find you. At Yellow our digital marketing consultants work with our
customers on strategies to get customers to their website. We talk about two phases of
The first is Buying traffic through Search Engine Marketing or Google AdWords for a
short term burst of activity. To take on a running analogy, we liken this to running at a
The second is building traffic through SEO or Search Engine Optimisation for longer
term and more consistent activity. And if we go back to running, this is more of a
If you have a website with Yellow we provide monthly reporting which shows you how
much traffic youve had to your website and all websites we sell come with free Google
Analytics which you can access at any time to see how your website is performing
where traffic is coming from, which pages are most popular and how much time and at
what time people are accessing your website. If youre concerned that your website
could be doing a better sales job for you have a chat to us at Yellow and we can help
you optimise your website through SEO, get some traffic with Google AdWords, or we
may recommend an overhaul of your entire website.
Weve already seen the strong usage numbers for Yellows print directories in
Christchurch. If that wasnt enough reason to have a listing or display ad that stands out
above the rest, the fact that many other businesses in the Christchurch use these
directories means you need to think carefully about your print strategy.
27% of local businesses use the Yellow Pages, while 25% use the White Pages and
13% use Yellow Local. So theres strong competition here. With a relatively high
presence by advertisers, ensuring you stand out from the rest is essential and making
your contact details, business areas of expertise, opening hours and website address
prominent, could be the difference between being contacted by a potential customer
and being passed over for a competitor.
And because its often the printed books that consumers refer to as a first port of call to
research a business, you need to ensure youre on the consideration list at the beginning
of a purchase journey. We have a range of offers to boost your ad size, or even enable
you to advertise in a different print category for free.
A presence in a Yellow digital directory gets you in front of an engaged audience as 32%
of people searching online in Christchurch used a Yellow online directory in the last
And for those who may be a bit reluctant to dip their toe into the digital water