New Zealanders' Perceptions of Asia and Asian Peoples
2013 Annual Survey
This report presents the results of a survey of New Zealanders and their perceptions of Asia and Asian peoples and their knowledge of the Asian region. The survey was conducted by Colmar Brunton in 2013.
Two-thirds of New Zealanders (66 percent) felt they knew little or almost nothing about Asia
When people thought of Asia, the first things that came to mind were countries or geographic features of Asia (58 percent), Asian people themselves (29 percent), and Asian food (28 percent)
Relative to 2012, the importance of Asia had increased in the eyes of New Zealanders (up from 77 percent to 80 percent in 2013)
Asia was viewed as the second most important region to New Zealand’s future, behind Australia (on 87 percent)
The vast majority of New Zealanders (89 percent) believed it was important for New Zealand to develop ties with Asia
Fifty-eight percent of New Zealanders believed this country should do more to prepare young New Zealanders to engage confidently with Asia.
Sixty-three percent of New Zealanders believed this country should do more to help New Zealanders understand Asian cultures and traditions.