Aotearoa Internet Insights 2025

Each year, we check in with New Zealanders who are online to capture real-time insights into how people use the Internet and how they feel about it. As more of our lives move online, this research offers timely insights into our attitudes and experiences.

Verian conducted the survey, polling 1,003 New Zealanders aged 18 and over who are online to explore how the Internet is shaping our lives. The page highlights key findings from the full Aotearoa Internet Insights 2025 report.

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Internet use Artificial intelligence Digital equality Concerns Online safety

Internet useHow New Zealanders use the Internet

Nearly half (47%) of New Zealanders who are online spend four or more hours a day on the Internet for personal use.

Breakdown of New Zealanders spending four hours or more on the Internet for personal use:

63% of 18–29-year-olds Mostly on social media, streaming media, and messaging friends

49% of 30–49-year-olds Mostly on social media and streaming content

42% of 50–69-year-olds Mostly maintaining emails and reading the news

31% of 70+ Spending their time monitoring emails, reading the news, and paying bills

New Zealanders spend most of their time online on social media, followed closely by email and streaming content.

Facebook is by far the most used social media platform, with more than half of New Zealanders using it daily.

Social media use daily

Of those who use TikTok daily:

21%

of Māori use TikTok daily (significantly higher than the overall average)

42%

of young people aged 18–29 use TikTok daily: (significantly higher than the overall average)

While Facebook and other platforms have greater reach, TikTok users spend more time on the platform on average.

Artificial Intelligence Using Artificial Intelligence (AI)

Our knowledge of AI has significantly increased over the past year.

31%

Almost a third (31%) of New Zealanders say they know a lot or a fair amount about AI, up from 25% the previous year.

22%

2023

25%

2024

31%

2025

Four out of five New Zealanders have used AI in the last 12 months. Most have used AI through search engines or chatbots.

58%

of New Zealanders use AI at least weekly

1/5

1/5 New Zealanders use AI daily

Top five types of AI being used in the last 12 months:

55%

have used AI in search engines

53%

have used text-based AI/chatbots

45%

have used AI for navigation

36%

have used AI in translation tools

35%

have used voice assistants

What is AI being used for?

AI is mainly used as a source of information

Top five uses:

62%

getting information / answering questions

32%

writing assistance

28%

work tasks

27%

curiosity

19%

entertainment

The top concerns

We asked New Zealanders how they felt about specific AI concerns.

New Zealanders say that using AI to produce harmful content is a concern, followed by its use for malicious purposes.

Very or extremely concerned:

68%

AI being used to produce harmful content, such as deepfakes (asked for the first time in 2025)

65%

AI being used for malicious purposes (up from 58% in 2024)

64%

Insufficient regulation and law governing the development of AI (up from 53% in 2024)

Digital Equality The digital divide

How aware are New Zealanders of the digital divide in Aotearoa — the gap between people who have reliable access, skills and support to use digital technology?

44% are aware of the digital divide

New Zealanders believe the main reasons for the digital divide are costs.

Cost of the Internet (e.g. data, broadband)

Cost of devices (phones, tablets, laptops)

One in four New Zealanders believes the central government should have primary responsibility for ensuring everyone in Aotearoa can participate fully online.

If New Zealanders need help with a digital task, 72% are confident they could access help if needed.

Concerns Perceptions, concerns and experiences

Overall, 72% of Aotearoa feel the positives of the Internet outweigh the negatives.

80%

2023

76%

2024

72%

2025

Internet positivity has declined year-on-year since 2019.

New Zealanders continue to have a wide range of concerns about the Internet.

We asked people about their level of concern across different aspects of online life.

71%

Young children can access inappropriate content

64%

Security of personal data

64%

Misinformation

62%

Online crime

59%

Identity theft

Some groups are more concerned about certain aspects of the Internet

Pacific peoples (80%) are extremely or very concerned about the Internet being used to share dangerous or discriminatory messaging.

86%

of Pacific peoples are extremely or very concerned about young children accessing inappropriate content online

70%

of Māori are extremely or very concerned about identity theft

48%

of people aged 30–49 are extremely or very concerned about the Internet being distracting or a waste of time

76%

of people aged 70+ are extremely or very concerned about the security of personal data

15%

Fifteen percent of people in Aotearoa say they have experienced online harm or harassment.

This harm takes many forms, with many people describing their experiences as bullying.

People with a disability or impairment are most likely to have experienced online harm or harassment, followed by Māori.

Online Safety How New Zealanders feel about Internet safety

Just under a third (32%) of New Zealanders say they know where to report content that could be considered concerning, harmful, or dangerous. The top three responses were:

73%

don’t know where they would report something

14%

would go to Netsafe

would go to the Police

We asked New Zealanders where they go for information about keeping safe and secure online.

Three-quarters of New Zealanders use a PIN or password on their devices as a security precaution.

Younger New Zealanders are less likely than average to use passwords or PINs on their devices, or to update the software regularly.

The top three responses were:

31%

would do an Internet search

25%

said they would go to Netsafe for information about staying safe and secure online