EVERY KIWI COUNTS SURVEY 2015
What is Kea?
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Kea is New Zealand’s global network, a community of over half a million champions, storytellers and advocates for New Zealand. Kea’s online community creates connections which enable New Zealand ideas, opportunities and success stories to spread globally.
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Kea harnesses the power of New Zealand’s ‘Borderless Nation’ through the Kea app, Kea’s connection service and international events, jobs and business directories. This active digital community receives regular communications providing opportunities for expats, returned expats, foreign students and other ‘Friends of New Zealand’ to connect with one another. Kea’s connection service introduces Kiwi businesses to international contacts across a range of industries.
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Kea’s World Class New Zealand network boasts the most influential New Zealanders around the world who lend their expertise and contacts to help New Zealand businesses and individuals succeed. Kea celebrates these high-achieving Kiwis each year at the World Class New Zealand Awards held in Auckland, and the global event series Kea Inspire.
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It is free to join Kea - you just have to be passionate about New Zealand, want to stay connected via our global network and be positive about contributing to New Zealand's international success.
Join us at www.keanewzealand.com/join and look for us on Facebook, LinkedIn, Twitter, Google+, YouTube, WeChat and Weibo.
Photo credit: Chris Sisarich (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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Kea
EVERY KIWI COUNTS SURVEY
2015
A total of 16,651 completed the survey. This was made up of: 13,729 Expats 288 Repats
2,634 Friends of New Zealand The survey ran from Monday 27th July to Sunday 6th September 2015 and was conducted via an open link survey (to allow access via mail-outs and social media).
© Colmar Brunton 2015 |
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About our expats
EXPAT KEY DEMOGRAPHIC DIFFERENCES (vs. 2013) 89% 88%
Younger (significantly more under 30’s)
More trade and blue collar jobs
More group flatting
Less New Zealand university graduates
13% 9% 2% NZ European
Māori
3%
Chinese
2015 Base: Kea EKC 2015 expats n=13,729; 2013 n=12,433
5% 1%
1%
Samoan
1%
1%
Indian
1%
6%
0
Cook Island Māori
Other
2013 © Colmar Brunton 2015 |
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WHERE IS ‘HOME’ FOR OUR EXPATS?
43%
25%
15%
10%
5%
AUSTRALIA
EUROPE
NORTH AMERICA
UNITED KINGDOM
SOUTH ASIA
36%
8%
19%
23%
4%
1%
-
-
NORTH ASIA
AFRICA
4%
2%
-
2015
MIDDLE EAST
OTHER
2013
Base: Kea EKC 2015 expats n=13,712; 2013 n=12,433
2%
1%
© Colmar Brunton 2015 |
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In the 2015 survey, there was a smaller proportion of expats who were educated at a New Zealand university.
RATHER, THEY HOLD QUALIFICATIONS FROM POLYTECHNICS AND/OR TECHNICAL INSTITUTES. Photo credit: David Straight (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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What is their educational background?
2015
61%
2013
55%
32% 26% 15% 5%
UNIVERSITY
TECHNICAL INSTITUTE / POLYTECHNIC
Q: Please select all the NZ institutions from which you have obtained a tertiary qualification. Base: Kea EKC 2015 expats n=10,852; 2013 n=10,382
15%
5%
OTHER
NONE OBTAINED IN NZ
Photo credit: David Straight (www.nzstory.govt.nz) © Colmar Brunton 2015 |
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13%
Health and community service
8% 12% 12%
Property business and professional services
What sector do expats work in?
11% 10%
Education
8% 9%
Finance and insurance 6%
Retail trade Construction trades services
5% 5%
Manufacturing
5% 4%
Transport and storage
4% 3%
Accommodation cafes restaurants
4% 3%
Cultural and recreational services
4% 2%
Mining
3% 2%
Government administration and defence
3% 3%
Personal and other services
2% 1%
Communication services
2%
2015
4%
Agriculture forestry and fishing
1% 1%
Wholesale trade
1% 1%
Utilities services
1% 1%
Other e.g. IT, advertising, marketing, creative, legal
Q: What industry do you work in? Base: Kea EKC 2015 expats n=12,190; 2013 n=12,433
3%
15%
28%
2013 © Colmar Brunton 2015 |
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On average, expats earn more than those living in New Zealand…
TOTAL
2015
40% 29% 7%
9%
15%
$1 to $30,000
11%
11%
19%
$50,001 to $100,000
21%
Expat
30% 19% 7%
10%
$1 to $30,000
11%
29% 16%
$150,001 or more
Repat
Friend of NZ
37% 19%
18% 10%
$30,001 to $50,000
23%
19%
$100,001 to $150,000
2015 39%
New Zealand Residents
34%
16%
$30,001 to $50,000
2013
$50,001 to $100,000
23%
21% 12%
$100,001 to $150,000
Q: From all sources of income, approximately what is your total income for the 12 months ending 31 March 2015? Base: Kea EKC 2015 expats n=9,987; 2013 n=11,622 (excludes those that refused)
29% 13%
$150,001 or more
© Colmar Brunton 2015 |
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Repats and Friends of New Zealand were also considered for this year’s Every Kiwi Counts survey...
WHO ARE THEY?
Photo credit: Chris Williams (www.nzstory.govt.nz)
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NEW ZEALAND REPATS
49%
42%
GENDER
AGE
9%
Refused
ETHNICITY 92%
10%
Under 30
40%
25%
31-45
25%
46-55
Over 55
OCCUPATION
NZ European
8%
2%
2%
1%
5%
Māori
Chinese
Indian
Niuean
Other
WHAT REGION OF NZ DO THEY LIVE IN? Professional or government official
25%
Business owner or self-employed
Business manager or executive
20%
Technical or skilled worker
7%
Teacher, nurse, police or other service worker
6%
Retired superannuitant
4%
Clerical or sales employee
3%
Student
3%
Home duties
3%
Semi-skilled worker
2%
Non-governmental organisation (NGO) employee
2%
Not-for-profit organisation employee
2%
Social welfare beneficiary or unemployed
1%
Base: Kea EKC 2015 repats n=288
5%
22% 11%
Auckland
Wellington
Other North Island
20%
54%
Canterbury
Other South Island
9%
© Colmar Brunton 2015 |
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FRIENDS OF NEW ZEALAND
72%
26%
GENDER
AGE
ETHNICITY
35%
31%
15%
NOTE: Interestingly 54% of Friends of NZ also identify themselves as New Zealanders
19%
Significantly fewer NZ Europeans, significantly more Asian and other 51%
40%
Under 30
31-45
46-55
Over 55
OCCUPATION
NZ European
2%
Refused
4%
4%
4%
1%
Māori
Chinese
Indian
Samoan
WHAT REGION OF NZ DO THEY LIVE IN?
Other
5% 11%
Teacher, nurse, police or other service worker
14%
Professional or government official
12%
Technical or skilled worker
11%
Business Manager or Executive
10%
Student
10%
Clerical or sales employee
Auckland Wellington Other North Island
54%
Canterbury Other South Island
9%
Retired superannuitant
20%
9%
7%
Semi-skilled worker
4%
Home duties
4%
Labourer, manual farm or domestic worker
3%
Not-for-profit organisation employee
3%
Non-governmental organisation (NGO) employee
2%
Farm manager or owner
1%
Social welfare beneficiary or unemployed
1%
Base: Kea EKC 2015 Friends of NZ n=2,634
Sectors are mostly health and community and education
REGIONAL BREAKDOWN - THOSE NOT LIVING IN NZ 27%
North America
24%
Europe
18%
Australia
14%
United Kingdom
12%
4%
Oceania South Asia
1%
South America
© Colmar Brunton 2015 |
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How do expats, repats and Friends of New Zealand differ in their opinion of NZ?
While all three groups hold NZ in high regard, Friends of New Zealand are generally more positive. Expats are in the middle while repats tend to be more critical.
Photo credit: Chris Williams (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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EXPAT n=13729
Expats, repats and Friends of New Zealand
REPAT n=288
FRIEND OF NZ n=2634
%
%
%
Taking everything into account, NZ is one of the best places in the world to live
71
64
81
NZ is clean and green
71
48
84
NZ offers a world-leading quality of life
68
64
79
NZ is a safe place to live
66
68
78
NZ is more culturally tolerant than other countries I have lived in
54
45
61
Men and women have equal opportunity to succeed in business in NZ
46
34
58
NZ is heading in the right direction economically And is likely to keep improving
31
26
50
I can / could afford to buy a home in my preferred location in NZ
25
35
33
NZ is an affordable place to retire to
25
25
41
I can / could comfortably afford to raise a family in NZ, at NZ salary levels
20
23
40
NZ offers equal opportunity to older employees
20
18
36
OVERALL
SOCIAL
“I had the opportunity to get to know this beautiful country and all that comes with that. People, landscape, culture. I got to know heaps of Kiwis and through them had the best ‘real Kiwi experience’ which no commercial guided tour could give you. It has become my home and I miss it every single day.” Friend of NZ
ECONOMICAL
Q: How much do you agree with the statements below about life in NZ? Base: Kea EKC 2015 expats n=13,729; repats n=288; Friends of NZ n=2,634
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EXPAT NEWS
Expats maintain their financial interests in New Zealand through property investments, shares and other financial investments.
Photo credit: Chris McLennan (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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Investments in NZ
Full or part ownership of an NZ-based business
“I have only heard about property being the safest option but would like to know more about other investment opportunities.”
2015
5%
2013
5%
2015 Residential property in NZ
Commercial property in NZ
Equity investments in NZ companies (e.g. shares, mutual funds)
Other financial interests in NZ (e.g. bank accounts, securities)
2013
2015 2013
Do not currently have this but considering it
Do not currently have this and don't plan to
Don't know
22%
65%
20%
3%
52%
13%
2%
9%
72%
15%
2013
2015
Currently have this
28%
40%
16%
10%
22%
2015 2013
Q: Which of the following do you currently have, or plan to have, in NZ? Base: Kea EKC 2015 expats n=13,729; 2013 n=12,433
46%
1%
74% 15%
15%
6%
8% 74%
21%
1%
53% 17%
60%
65%
11% 58%
13%
8%
3%
22%
26%
5%
1%
© Colmar Brunton 2015 |
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In the latest survey, Kiwi expats indicated a
better perception of New Zealand compared to 2013, along with a higher
level of confidence that NZ will make a lot of
ECONOMIC PROGRESS over the next
10 YEARS. Photo credit: Joseph Kelly (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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Main areas of improvement are around perceptions of New Zealand having equal opportunities for men and women to succeed in business (+33%), more culturally tolerant than other countries (+15%), is safe (+10%) and is the best place to live (+9%).
“We love New Zealand and cherish her and want the country to flourish and keep its uniqueness.”
In addition, agreement in terms of NZ being clean and green is high amongst expats (71%).
I can / could afford to buy a home in my preferred location in NZ
I can / could comfortably afford to raise a family in NZ, at NZ salary levels
NZ is clean and green
NZ is a safe place to live
Men and women have equal opportunity to succeed in business in NZ
NZ offers equal opportunity to older employees
NZ is an affordable place to retire to
NZ is more culturally tolerant than other countries I have lived in
NZ offers a world-leading quality of life
NZ is heading in the right direction economically and is likely to keep improving
Taking everything into account, NZ is one of the best places in the world to live
Not surprisingly, there’s less confidence in being able to afford a home in their preferred location, despite a significant increase in confidence regarding their ability to comfortably afford to raise a family in NZ.
2015 (8-10 ratings)
25%
20%
71%
66%
46%
20%
25%
54%
68%
31%
71%
2013 (8-10 ratings)
28%
12%
64%
56%
13%
21%
21%
39%
-
-
62%
Q8: How Much Do You Agree With The Statements Below About Life In NZ? Base: Kea EKC 2015 expats n=13,729; 2013 n=12,433
Photo credit: Chris Sisarich (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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EXPATS ARE MORE LIKELY TO RETURN TO LIVE IN NEW ZEALAND COMPARED WITH 2013
54%
vs.
46% 2013
2015
Q: How likely are you to return to live in NZ permanently sometime in the future? Base: Kea EKC 2015 expats n=13,729; 2013 n=12,433
Photo credit: Chris Williams (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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Of those who considered returning to NZ to live*, their main reasons are: NZ is ‘home’ (77%), lifestyle (61%) and family/marital connections/ obligations (50%). A quarter also think of New Zealand as a good place to retire.
“I miss the bush, the lakes and the friendly ambience and atmosphere. It is still home!”
77%
NZ is my home
61% 61% 58%
Lifestyle
50% 55%
Family / marital connections or obligations in NZ To retire Opportunities for family members other than myself (e.g. spouse, children)
25% n/a 8% 11%
For safety or security reasons / low level of crime
6% 4%
I will seek a job and move to NZ when I find one / My work is based in NZ
4% 7%
To establish or relocate a business in NZ / I established or relocated business to NZ
4% 5%
Arts and culture
4% 4%
Affordability of housing
4% 4%
Affordability of healthcare
4% 4%
Education opportunities
3% 4%
Other
3% 6%
2015
2013
Photo credit: Darryl Warda (www.nzstory.govt.nz) Q: What do you want to live in NZ? Base: Kea EKC 2015 expats n=11,600 (includes those who indicated they might or might not return to live to NZ to live); 2013 n=9,645 * Includes those that indicated they might or might not return to NZ to live © Colmar Brunton 2015 |
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While a lack of career opportunities is still a hindrance, family or marital connections and obligations are now the main reason for expats to stay overseas. This is in line with their view that NZ now has a better chance of improving its economy over the next 10 years.
Base (number of those saying they don’t want to live in NZ)
2015
2013
2129
2788
Family / marital connections or obligations overseas
53%
Lack of career prospects / opportunities In NZ
40%
33%
Prefer the lifestyle where I live / used to live
45%
30%
Affordability of housing
18%
Different lifestyle / culture / excitement overseas
18%
Have been away too long, no longer consider NZ home
17%
Made new friends and contacts overseas
17%
NZ is too far away, hard to travel anywhere
29% 14% 16%
19% 17%
12%
Have my own business offshore More favourable tax conditions overseas - tax levels, tax breaks
“Many of us would like to return but wages are just not high enough.”
“There is insufficient information about moving back to New Zealand.”
“New Zealand is a great country but we need to be realistic in what it offers expats. Namely there are limited opportunities there, the cost of living is high and the wages low and the house prices are insane compared to what you can get in most other countries around the world.”
13%
9%
11%
5%
9%
No longer have friends and / or family in NZ
3%
4%
Education opportunities
2%
3%
Availability / affordability of childcare
1%
Q: Why don’t you want to live in NZ? Base: 2015 Kea EKC expats n=6,311 (includes those who indicated they might or might not return to live to NZ to live)
1%
© Colmar Brunton 2015 |
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EXPATS HIGHLY RECOMMEND NEW ZEALAND AS A PLACE:
TO VISIT (99%) AND
TO LIVE, WORK OR STUDY (80%)
Q: Have you ever recommended friends, family or colleagues overseas to visit/live, work or study in NZ? Base: 2015 Kea EKC expats n=13,729
Photo credit: Chris Williams (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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OVERSEAS, THE REPUTATION OF NZ AND NEW ZEALANDERS IS VERY POSITIVE: “It is an honour and a privilege to be a proud Kiwi living in another country.”
8-10 RATINGS
“Kiwis may not live in NZ but always remain proud of their roots.”
“I'm so proud when strangers approach me and feel safe because of the history of my accent and the positive reputation we as Kiwis have on the world stage.”
The quality of NZ products
Skills and capabilities of New Zealanders as employees
How easy NZers are to do business with
New Zealanders' understanding of global markets and perspectives
83%
79%
67%
38% Not asked in 2013
Q: How positive is New Zealand’s reputation overseas in terms of: Base: 2015 Kea EKC expats n=13,729
Photo credit: Chris Williams (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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EXPATS ARE GREAT ADVOCATES OF NEW ZEALAND AND ARE PROUD OF OUR COUNTRY FOR VARIOUS REASONS…
Natural beauty e.g. landscapes
96%
Easy access to various outdoor pursuits e.g. trails, lakes and beaches
93%
Can-do attitude, innovative
87%
Sports achievements e.g. All Blacks, water sports
85%
Laid-back lifestyle
82%
Culture e.g. Haka, Maori culture
78%
Equality e.g. racial equality, same-sex marriage, freedom of speech
76%
Cultural diversity / multicultural
70%
It's safe
68%
Progressive and liberal thinking
67%
Other
23%
Q: What aspects of New Zealand are you most proud of? Base: 2015 Kea EKC expats n=13,729
Photo credit: Chris Williams (www.nzstory.govt.nz)
© Colmar Brunton 2015 |
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“I have strong connections to my homeland and family members living and working there. I want to keep my local knowledge as fresh as possible so I can stay in touch with my family and friends on their level. It is important as well to gauge how successful the economy is for my husband and I to assess our plans to repatriate in the future.”
How do expats keep up to date with New Zealand?
2015
Social media - Facebook, Twitter, LinkedIn, Instagram
83%
Friends and / or relatives
83%
NZ newspaper websites - Stuff, NZ Herald, etc.
79%
Kea communications i.e. Facebook, Kea website, newsletters
34%
NZ television websites - TVNZ, TV3, etc.
29%
Q: Which information sources do you use to keep in touch with news and events in NZ? Base: 2015 Kea EKC expats n=13,729
© Colmar Brunton 2015 |
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E X PAT S POSITIVE
“Love to be reminded what a great and beautiful country New Zealand is, makes me feel very homesick at times and does encourage me to seriously consider investing or relocating back home at some stage.”
“I’m so proud of New Zealand's reputation of being the friendliest people in the world, hard working, quick learners, innovative and initiative thinkers, people that will help a person in need regardless of race, religion, restriction or reward.”
“I am very proud to be a Kiwi and would love to return home to live one day.”
NEUTRAL
“There needs to be clear and true incentives, along with help returning to NZ. It would be great to have access to NZ TV news and a few shows... We are so few and far between out here, and I fear I'm losing my Kiwi-ness just a little.”
“I so love New Zealand and wish that I was back home. However, the income and lifestyle we currently enjoy in Melbourne keeps us here. If I could earn the same income and enjoy the same employment that I have here back home in New Zealand then I and my husband would be back there in a heartbeat.”
N E G AT I V E
“Love NZ, still consider it home and visit as regularly as we are able. But the cost of living (particularly food, which is outrageous) and housing compared to salaries makes it impossible for us to maintain the same standard of living as we can enjoy in the UK.”
“New Zealand has an attractive environment and a desirable lifestyle, but as an expat I am alarmed by the high and rising cost of living and cost of housing, and growing inequality in the social structure.”
“As far as NZ society and politics is concerned, I don't believe that the needs and views of expats are considered for a second.”
“Many of us have become less likely to return permanently to NZ since the Christchurch earthquake. Many of us have friends and families who have suffered in business, financially and socially as a result of it and other disasters and climatic events since.”
© Colmar Brunton 2015 |
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For further information please contact:
JACQUELINE FARMAN JESSICA BALBAS Colmar Brunton, a Millward Brown Company Level 1, Colmar Brunton House, 6-10 The Strand, Takapuna, Auckland 0622 PO Box 33690, Auckland 0740 Phone (09) 919 9238 021 455 297 www.colmarbrunton.co.nz
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