New Zealand’s over-65s are emerging as one of the country’s most commercially significant and misunderstood audiences, according to new insights from Nielsen Consumer & Media Insights (CMI), which show the cohort is growing, financially active, digitally engaged and still strongly connected to work, travel and local media.
The latest CMI data shows around 890,000 New Zealanders are aged 65 and over, representing roughly 20 per cent of the population aged 15+. Far from a declining or passive demographic, the research paints a picture of an audience with meaningful discretionary income, strong brand loyalty and high engagement across both traditional and digital channels.
More than a third of over-65s report financial resilience, with 27 per cent saying they can afford to spend on extras and 9 per cent saying they have few financial concerns. That means over a third of the cohort has discretionary spending power, positioning them as a material audience for categories including travel, automotive, home improvement and services.
Consumer values also stand out strongly in the data.
Nearly 69 per cent of over-65s say they try to buy New Zealand-made products whenever possible, while 41 per cent always check country of origin before purchasing. Service expectations are equally high, with 68 per cent saying they will switch providers if customer service is poor, underscoring an audience that is loyal but not forgiving.
The findings also highlight an active lifestyle and ongoing economic participation. More than 80 per cent intend to take a domestic holiday in the next 12 months, 45 per cent plan to travel overseas, and 44 per cent are likely to purchase a new car. Nearly 29 per cent are planning home improvements, signalling sustained demand across major consumer categories.
Importantly, the data challenges long-held assumptions about retirement. Around 24 per cent of over-65s remain in paid employment – approximately 213,000 people – with working patterns spanning part-time and full-time roles. A further 10 per cent own their own business, reinforcing the group’s continued economic contribution beyond traditional retirement age.
As Glenn Channell put it: “The over-65 audience is often underestimated. What the data shows is that this is a growing group with real purchasing power, strong values, and in many cases an ongoing role in the workforce. For brands, marketers and even employers, there is a major opportunity in understanding this audience properly, rather than relying on old assumptions.”
That sentiment is echoed by Helene Maurer, who said the depth of insight is critical for modern marketing strategies: “That is where Nielsen CMI is so valuable. It gives advertisers and marketers a much fuller picture of who these consumers are, what matters to them, what they plan to spend on, and how to connect with them through the right channels.”
Media consumption habits further reinforce the group’s reachability through both legacy and digital platforms. Nearly 62 per cent watch 23 hours or more of television per week, 31 per cent read four or more issues of a daily newspaper weekly, and 29 per cent listen to 20 hours or more of radio. Magazine engagement remains steady, with 16 per cent reading four or more issues per issue period.
Digital behaviour is also significant, with around 24 per cent online for up to 35 hours per week. Facebook remains the dominant platform, used most often by 60 per cent of over-65s, followed by WhatsApp at 20 per cent.
The cohort also shows strong attachment to local culture and media. About 69 per cent say public funding for New Zealand-made TV and film is important, while 48 per cent actively enjoy locally produced content, highlighting the importance of culturally relevant storytelling in advertising strategies.
Taken together, the findings position New Zealand’s over-65 population not as a niche or declining segment, but as a growing, economically active and highly influential audience that spans consumption, employment and media engagement – and one brands can no longer afford to overlook.
