A new study has found that New Zealanders are spending more time online than ever before.
The study, commissioned by InternetNZ, found that 50% of respondents spend four or more hours of their leisure time on the Internet each day. The amount of time we spend online has steadily increased over time.
The average Kiwi spends three hours a day on the Internet for personal reasons.
67% of 18-29-year-olds spend four or more hours online in their free time, making them the demographic that is the most online.
Reasons for Internet Use
Vivien Maidaborn, CEO of InternetNZ, accredits the increasing trend of time spent online to several factors, including immediacy, convenience and the addictive nature of many mobile apps.
“The appeal of apps, streaming services, and the accessibility of news and online tools have contributed to an unprecedented level of connectivity in 2025,” she says.
“These statistics may prompt people in Aotearoa to evaluate their online/offline balance, but many will see the amount of time they spend online as normal.”
“The amount of time we’re spending online highlights the need to ensure that the information we’re consuming is safe, fair, and accurate.
“Governments and civil society need to keep holding the gatekeepers to account and demanding change when it’s needed.”
Further Study Findings
The study also found that 53% of those aged 30-39 spend four or more hours online daily, making them the second-highest demographic in terms of time spent online.
The most popular online activities for this group were social media, email, streaming TV shows, and reading news online.
Facebook was the most frequented social media platform. 58% of respondents check it at least once per day.
The top ten most popular online activities also include messaging friends, using search engines, online shopping, paying bills, gaming, and personal reading and research.
The survey also found that women spend more time on social media and messaging than men.
Women spend 52% of their online time on social media and 32% on messaging, while men spend 41% and 16% of their time online on social media and messaging, respectively.
Improving Online Habits
The study also collected data on New Zealanders’ views on the most worrisome aspects of the internet, such as children accessing harmful content online, misinformation, scams, and how we feel about the rise of AI.
New Zealanders should stay vigilant about cybersecurity threats like scams, misinformation, and harmful content.
Using strong, unique passwords and enabling two-factor authentication can protect personal data.
Fact-checking information before sharing helps combat misinformation, while parental controls and safe browsing tools can shield children from harmful content.
Be cautious with online interactions—scammers often pose as trusted sources. Regularly updating privacy settings on social media and reviewing app permissions can prevent data misuse.
As we spend more time online, building digital literacy and responsible internet use is key for a safer, more secure online experience.
The Importance of Research
Maidaborn sees the research as a crucial yearly indicator of how society uses the Internet and what that says about the connection between our lives and the online world.
“The Internet has transformed from a rarity to an everyday essential in the past 25 years. As it continues to grow, understanding how New Zealanders use it is crucial to addressing the challenges.”
Internet Insights is an annual survey of New Zealanders’ habits, concerns, and awareness of the online world.
The full findings of the Internet Insights research are available on the InternetNZ website here: https://internetnz.nz/internet-insights
