Ever feel like connecting with New Zealand's 18-39 year old's is like trying to nail jelly to a wall? They're dynamic, they're everywhere, and they definitely know what's up. Good news: At MediaWorks, we don't just "get" them; we practically live in their headphones, cruise in their cars, and pop up on their screens! Our not-so-secret sauce? "We Translate to Young Audiences." It's our superpower for helping cool brands like yours genuinely click with the next wave of awesome Kiwi consumers.
We're basically everywhere they are
When it comes to reaching this vibrant crew, MediaWorks isn't just leading the pack; we're practically doing a victory dance! Based on super fresh 2025 GfK survey data, we're talking about direct access to a whopping 77% of all 18-39 commercial radio listeners weekly[^1]. And that's just the beginning of our awesome reach! MediaWorks wraps its arms around young audiences across all their fave platforms: audio, outdoor, and digital.
Our connection isn't just wide, it's deep! MediaWorks scoops up a massive 67% of the total listening time for this age group. Our listeners are so into us, they dedicate an average of 9 hours and 53 minutes each week to our content – that's way more than the competition[^1]! We consistently pull in a higher average audience throughout the day, proving we're part of their daily soundtrack from sunrise to sunset.
More time spent listening means more loyalty, more attention, and way more opportunities for your brand to become part of their awesome daily vibe.
Meet the Young Kiwis: Not your average audience!
Forget old stereotypes! New Zealand's 18-39 year old's are a diverse, super-smart, and seriously discerning bunch. They're not just following trends; they're the ones kicking them off! And here’s the kicker: they're totally over anything that smells even a little bit fake. They crave real connections, real stories, and brands that keep it 100.
Let's dive into some facts about this generation with serious spending power:
Wallet Wisdom: While their personal income might hover around $65,000, don't let that fool you! Their household income rockets to a cool $127,000 – that’s a whopping 5% above the New Zealand average[^2]! This means serious collective buying power for everything from epic experiences to the latest must-have gadgets.
Busy Bees: These young Kiwis are hustling! A huge 78% are working full or part-time[^3], and 41% are out there rocking active social lives[^3].
City Slickers (Mostly): You'll find most of them buzzing around our main cities, with 37% in Auckland, 12% in Canterbury, and 11% in Wellington.
Media Magicians: They're digital wizards, for sure, with 100% online and 97% hitting social media weekly [^4]. Smartphones are practically extensions of their hands! And here's the cool twist: traditional media is still a HUGE part of their world with 76% of 18-39 year old's tuned into radio[^1] weekly.
This blows the "young digital only" myth out of the water – they're truly omnipresent, "reachable in more places."
Authenticity: It's the real deal!
Young audiences have zero time for "fake stuff" and "hype" – they genuinely "want something real." Authenticity isn't just important; it's the gold standard for marketing success. 90% of Millennials and Gen Z flat-out say brand authenticity is crucial for their buying decisions, leading to awesome recommendations and fierce loyalty[^5].
And who better to deliver your brand's awesome message than our own MediaWorks talent, like the amazing Tegan from Mai FM? Young audiences already trust and connect with these genuine personalities, making your brand message feel less like an ad and more like a friendly tip from someone they actually listen to!
Beyond traditional ads, we know the electric power of fandoms and online communities. These passionate spaces are prime spots for authentic engagement. Fans are super-boosters, being 8 times more likely to recommend products they adore[^6], and a massive 72% of Gen Z are actively buzzing in fandoms on social media[^6].
Creators are also key players in building community with Gen Z, who look to them for the latest trends and info. It's all about "Relevance > Influence" – often, a trustworthy, knowledgeable peer is way more effective than a mainstream influencer. And User-Generated Content (UGC)? That's pure gold! 84% of Millennials are influenced by UGC more than traditional ads, and a whopping 60% of consumers find UGC to be the most authentic content out there[^7].
Here’s a cool twist: the "Touch Grass" phenomenon. Our digitally savvy consumers are increasingly looking for real-world interactions with brands. This means awesome physical experiences – think live events, cool pop-ups, or simply outstanding customer service – are vital for building deep brand love and loyalty[^8]. It's about blending the digital high-five with a real-life handshake!
Omnichannel Magic: Your brand, everywhere!
Young people are like digital ninjas, effortlessly leaping between online and physical spaces. They expect your brand to be just as agile, offering seamless experiences across every single touchpoint. Omnichannel marketing perfectly mirrors this reality, weaving all your channels together to tell one consistent, awesome brand story. This approach totally clicks with how young people naturally consume info, building a cohesive brand experience that feels relevant, personalised, and super cool.
A well-orchestrated omnichannel strategy significantly dials down "retailer uncertainty" and keeps customers from wandering off to other options, building trust through consistently great experiences[^9].
Radio: The Daily Soundtrack. Radio is a powerful audio powerhouse, especially during their daily commutes or routines. It delivers engaging content, hypes up events, and smoothly drives listeners to digital platforms for deeper dives.
Out-of-Home (OOH): Big Impact, Real World. OOH advertising is designed to grab attention in the physical world, creating eye-catching visual experiences in public spaces. It's "unskippable" and stands strong against ad fatigue. OOH can also spark digital action by incorporating QR codes or augmented reality, perfectly bridging that physical-to-digital gap. It's a "real world" content catalyst: a cool 67% of Gen Z and Millennials recall seeing OOH on social media, and an amazing 91% of Gen Z would reshare OOH ads on social platforms![^10]
Digital: The Personal Touch. Digital platforms – from social media and websites to slick mobile apps – are the heart of omnichannel marketing for young audiences. They serve up personalised experiences, precise targeted advertising, and interactive content that really hooks them. Plus, there's a buzzing "social search" shift, with Gen Z increasingly hitting up platforms like TikTok and Instagram to discover new products[^11].
This integrated approach means your brand story is consistent, compelling, and just plain awesome, no matter where young Kiwis encounter it. It feels natural, not forced, leading to sky-high engagement and a seriously great return on your investment.
Ready to connect?
MediaWorks is your ultimate, fun-loving omnichannel partner for reaching and rocking with young Kiwis. Our unparalleled ecosystem ensures your message doesn't just land; it resonates, reverberates, and really connects!
Our platforms are truly omnipresent, engaging young audiences from the moment they wake up, through their daily adventures, as they scroll, and when they're out having a blast. This seamless integration means your brand messaging is delivered consistently and effectively, aligning perfectly with how this dynamic generation consumes media.
Sources:
[^1]: GfK COMMERCIAL RAM, S1/25, Auckland, Cume, AP10+, M-S 12mn-12mn, unless otherwise stated.
[^2]: Infometrics. (2025). New Zealand | Household income.
[^3]: Stats NZ. (2025). Household Labour Force Survey population rebase from 2023 estimated resident population.
[^4]: DataReportal. (2025). Digital 2025: New Zealand — Global Digital Insights.
[^5]: Superstaff. (2025). The Loyalty Revolution: How Gen Z and Millennials Are Transforming Brand Expectations.
[^6]: Licensing International. (2025, July 7). New Research Reveals Fandom is a Family Affair and Brands Are Missing a Trick.
[^7]: Meetanshi. (2025). 30+ User Generated Content Statistics You Need to Know 2025.
[^8]: Buffer. (n.d.). What does Touch Grass mean?
[^9]: Invoca. (2024, November 5). Omnichannel Marketing: The Ultimate Guide for 2025.
[^10]: Signs.com. (2025, June 13). Billboard Advertising in 2025: 41 Must-Know Statistics.
[^11]: Shopify. (2025). Gen Z Purchasing Behavior: 5 Trends + Brand Examples (2025).