Sample profile GENDER ETHNICITY* Male 52% New Zealand European 71% Female 47% Māori 14% Another gender (please state) * Cook Island Māori 1% Prefer not to say * Fijian 2% Samoan 3% Niuean * Tongan 1% AGE 18 – 19 2% 20 – 24 10% Other Pacific people 25 – 29 12% Chinese 6% 30 – 34 8% Filipino 1% 35 – 39 12% Indian 5% 40 – 44 10% Korean * 45 – 49 11% Japanese * 50 – 54 10% 55 – 59 10% 60 – 64 7% 65 – 69 5% 70 – 74 2% 75 or over * REGION Other Southeast Asia 1% Other South Asia 1% Middle Eastern / Southwest Asian * Latin American * African 1% New Zealander/kiwi 1% Other European group 5% Another ethnic group * Prefer not to say ethnic group * Northland 2% Auckland 34% Waikato 9% Bay of Plenty 6% Gisborne 1% Hawkes Bay 3% Taranaki 2% Manawatu-Whanganui 5% MIGRANT STATUS Wellington-Wairarapa 13% Born in New Zealand 72% Tasman 1% Up to 5 years 3% Nelson 1% More than 5 years ago 25% Marlborough 1% West Coast EMPLOYMENT STATUS COMBINED An employee working for wages or salary 1% Self-employed/Contractor 13% Volunteer worker 2% * Canterbury (including Chatham Islands) 14% Otago 5% Southland 2% An area outside these regions * Unsure * KANTAR PUBLIC 2022 84% Working without pay in a family business *Participants are able to choose more than one ethnic group and thus the total count of ethnicities exceeds 100% 74 *