Tense, sceptical, aware: NZers increasingly cautious about the Internet
New Zealanders are spending less time online, showing more discernment about social media, and grappling with how to regulate emerging technologies like Artificial Intelligence, according to the latest World Internet Project (WIP) New Zealand report.
The study, conducted in Aotearoa by AUT’s New Zealand Policy Research Institute (NZPRI) and funded by InternetNZ, surveyed over 2,000 Internet users aged 16 and over. WIP-NZ forms part of a global research community spanning 30 countries, providing Aotearoa with an internationally aligned, robust dataset that complements InternetNZ’s own Internet Insights survey. Together, these programmes build a stronger evidence base for understanding how the Internet shapes our lives in Aotearoa.
A more mindful Internet nation
Daily Internet use remains nearly universal, but fewer New Zealanders are online as often. In 2025, 72.5% reported going online several times a day, down from 83.1% in 2023. More people are limiting their screen time, with 62.6% spending four hours or less online each day.
While two-thirds (66.9%) consider the Internet helpful or very helpful, just 39% say the same about social media. Another 41.9% view social media as equally helpful and harmful, showing growing nuance in public opinion.
Public calls for stronger regulation
Support for oversight of Internet and social media companies remains strong, with more than 60% favouring tighter regulation — particularly through a mix of government and industry responsibility. Even those who see social media as “neither better nor worse” largely support a stronger hand in governance.
AI enters the public consciousness
For the first time, WIP explored attitudes towards Artificial Intelligence. Around 60% of New Zealand Internet users are familiar with or have used AI tools. Yet, while half expect AI to cause massive unemployment, 71.7% are not personally worried about losing their own jobs.
NZPRI Director, Dr Lisa Meehan, says the results capture a nation adjusting to the realities of an always-connected world:
“The caution felt about AI is on par with our increasing wariness around social media and privacy concerns when doing online activities. This tempered response is appropriate given the seemingly endless flow of online content and information in our lives from so many internet-based sources.”
When it comes to regulating AI, 23.4% believe it’s possible, while 38.5% say it’s too early to tell. Among sceptics, nearly two-thirds think it’s already too late to control.
These findings align with InternetNZ’s Internet Insights survey 2024, which found that insufficient law and regulation around AI development remain among the top public concerns. Together, the WIP-NZ and Internet Insights reports provide complementary and credible data nationally and globally that deepen understanding of Internet use, attitudes, and governance in Aotearoa.