Tech – New Zealanders online as much as ever – but not loving it

New Zealanders are still spending hours of their personal time online each day, despite a steady decline in positive sentiment about the Internet, new research shows.

The latest Internet Insights, annual research commissioned by InternetNZ | Ipurangi Aotearoa, reveals that nearly half (47 percent) of New Zealanders spend four or more hours a day on the Internet.

Less than three-quarters (72 percent) of Internet users feel the positives of the Internet outweigh its negatives. This figure has been in steady decline since 2019, when 90 percent felt there were more positives than negatives.

Fewer people think the Internet has a positive impact on cultural beliefs and values now too – 32 percent think it has a positive impact, down five percentage points in two years.

InternetNZ | Ipurangi Aotearoa chief executive Vivien Maidaborn says the research shows the increasingly complex relationship people have with the Internet.

“Love it or hate it, we’re all using the Internet a great deal in our work and personal lives. It’s become so integral to our day-to-day, I think most of us would struggle to get by without it. But that doesn’t mean it’s something we enjoy engaging with, and this complexity is increasing year on year.”

New Zealanders are concerned about a broad range of Internet issues, the research shows.

Seventy-one percent are extremely or very concerned about young children being able to access inappropriate content, 65 percent are concerned about the security of their personal data, and 64 percent are concerned about misinformation.

“This is the first time we have seen misinformation in the top three concerns,” says Maidaborn. “It shows increasing awareness of the critical eye and media literacy needed as an Internet user, which is a good thing, but it likely also reflects the increasing amount of misinformation online, including this new wave of unidentifiable AI-generated misinformation.”

• 47 percent of respondents spend four or more hours of their personal time a day on the Internet.
• Internet users primarily spend this time on social media, emails and streaming TV & music.
• Key concerns for Internet users are:
• • 71 percent are concerned about young children being able to access inappropriate content.
  • 65 percent are concerned about the security of their personal data.
  • 64 percent are concerned about misinformation.

• Some groups are more concerned about specific aspects of the Internet:
• • 70% of Maori are extremely or very concerned about identity theft
  • 87% of Pacific peoples are extremely or very concerned about young children accessing inappropriate content online.
  • Māori (64%) and Pacific peoples (80%) are extremely or very concerned about the Internet being used to share dangerous or discriminatory messaging.
  • 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.

• Less than a third of respondents say they know where to report concerning, harmful or dangerous content.

Internet Insights is an annual research report commissioned by InternetNZ | Ipurangi Aotearoa. The 2025 research was carried out by Verian, with interviews conducted between November 25 and December 8, 2025.

The sample size was 1003 and consisted of New Zealanders over the age of 18 sourced using online consumer panels. Results have a margin of error of +/- 3.1 percent.

The research covers a range of topics, including Internet use, social media use, and Internet-related concerns.

Previous research reports can be found on the InternetNZ website.

InternetNZ | Ipurangi Aotearoa is the home and guardian of the .nz domain. We’re not government-funded – we’re an independent, not-for-profit organisation that operates .nz for the benefit of all New Zealanders, reinvesting domain revenue back into the community. We provide grants, help to fund other organisations, and advocate for an accessible and safe Internet that benefits everyone in Aotearoa.