Release
3 September 2001
Knowledge Wave Stimulates Major Change in Public Attitudes
New Zealanders’ desire to be known for their knowledge, creativity and enterprise has jumped dramatically in the last
three months, according to a new survey taken shortly after the Catching the Knowledge Wave conference.
Polling by UMR Insight, taken between August 16-19 – two weeks after August 1-3 conference - showed 49 per cent of
respondents want New Zealand to be most known internationally for its knowledge, creativity and enterprise in 10 years’
time. This was up from 39 per cent when the same question was asked after the May 24 Budget.
The Vice-Chancellor of The University of Auckland, Dr John Hood, who co-chaired the conference with Prime Minister Helen
Clark, said the results suggested the conference had made a public impact in terms of its aim to create a new focus and
debate about how to raise New Zealand’s economic and social prospects.
“The Knowledge Wave conference highlighted the crucial role of knowledge-based innovation and creativity in successful,
modern societies. Public recognition of the importance of embracing the concept of a knowledge society is the first step
on the road toward becoming one,” he said.
A further 29 per cent of New Zealanders nominated a “fair and tolerant society” as the international reputation they
most wanted for the country in 10 years’ time (32 per cent in May), followed by “a clean environment”, chosen by 19 per
cent (26 per cent in May).
Every age group increased their desire for New Zealand to be known as a knowledge society, with middle-aged New
Zealanders undergoing the most significant increase.
The survey had a nationally representative sample of 750 New Zealanders aged 18 years and over, and had a margin of
error of 3.6 per cent.
Media inquiries:
Greg Shand Pattrick Smellie
Baldwin Boyle Group Baldwin Boyle Group
Tel. (09) 486 6544 Tel. (04) 473 3443
Mob. 025 970 782 Mob. 021 588 203
Methodology
Results in this report are based upon questions asked in the UMR Research nation-wide omnibus survey. This is a
telephone survey of a nationally representative sample of 750 New Zealanders 18 years of age and over.
Fieldwork was conducted from 16th to 19th August and 25-30 May 2001 at UMR Research’s national interview facility in
Auckland.
The margin of error for a 50% figure at the ‘95% confidence level is 3.6%.
AugustM
Which ONE of the following factors do you want New Zealand to be MOST known
for internationally in five to 10 years' time?
A society
which
The best thrives on
sports A fair knowledge,
teams per A clean and creativity
head of environ- tolerant and
Base population ment society enterprise Unsure Other Depends
TOTAL RESPONDENTS 750 2% 19% 29% 49% 1% 0% 0%
AREA
Auckland 208 2% 20% 24% 53% 1% 0% 0%
Provincial 365 3% 19% 31% 46% 1% 0% 0%
Christchurch 95 1% 24% 28% 45% 2% 0% 0%
Wellington 82 0% 13% 31% 54% 2% 0% 0%
RURAL 160 2% 26% 32% 38% 1% 1% 0%
GENDER
Male 375 3% 21% 27% 47% 1% 0% 1%
Female 375 1% 18% 30% 50% 1% 0% 0%
AGE GROUP
Under 30 125 5% 22% 22% 50% 1% 0% 0%
30-44 yrs 240 2% 25% 21% 51% 1% 0% 0%
45-59 yrs 200 1% 16% 35% 48% 0% 0% 0%
60+ 184 2% 14% 36% 45% 2% 0% 1%
OCCUPATION
Professionals, 162 1% 17% 23% 57% 0% 1% 1%
Managers
Technicians 65 0% 17% 26% 55% 2% 0% 0%
associate
professionals
Clerks 61 0% 13% 28% 57% 2% 0% 0%
Service and sales 71 3% 25% 31% 41% 0% 0% 0%
workers
Blue collar 159 6% 26% 29% 38% 0% 1% 0%
Students 18 0% 33% 28% 39% 0% 0% 0%
Retired 134 1% 13% 38% 46% 2% 0% 0%
Homemaker 42 2% 14% 29% 50% 5% 0% 0%
Not employed 73 0% 17% 26% 56% 1% 0% 0%
Self employed 19 0% 16% 16% 63% 0% 0% 5%
PERSONAL INCOME BEFORE TAX
Less than $15,000 133 1% 16% 33% 48% 2% 0% 0%
$15,001-25,000 127 2% 17% 34% 46% 1% 0% 0%
$25,001-30,000 84 7% 18% 33% 41% 0% 1% 0%
$30,001-40,000 107 1% 24% 21% 52% 2% 0% 0%
$40,001-50,000 84 1% 19% 28% 51% 0% 0% 1%
$50,001-70,000 62 2% 19% 32% 47% 0% 0% 0%
More than $70,000 53 4% 11% 17% 64% 2% 2% 0%
PARTY VOTE
National 209 3% 19% 21% 56% 0% 1% 0%
Labour 283 2% 18% 35% 45% 0% 0% 0%
The Alliance 26 0% 14% 36% 50% 0% 0% 0%
NZ First 18 0% 11% 17% 66% 0% 0% 6%
ACT 31 0% 6% 15% 74% 5% 0% 0%
Green 49 2% 32% 21% 41% 2% 0% 2%
SOFT VOTERS 100 1% 21% 27% 48% 3% 0% 0%
MAORI OR PART MAORI 81 6% 22% 30% 41% 1% 0% 0%
May
Which ONE of the following factors do you want New Zealand to be MOST known
for internationally in five to 10 years' time?
(a) The best sports teams per head of population
(b) A clean environment
(c) A fair and tolerant society
(d) A society which thrives on knowledge, creativity and enterprise
Other/
Base (a) (b) (c) (d) Depends Unsure
TOTAL RESPONDENTS 750 2% 26% 30% 39% 2% 1%
AREA
Auckland 208 2% 25% 25% 46% 1% 1%
Provincial 365 2% 28% 30% 37% 2% 1%
Christchurch 95 2% 26% 37% 30% 2% 3%
Wellington 82 2% 22% 37% 37% 1% 1%
RURAL 154 2% 36% 26% 33% 1% 2%
GENDER
Male 375 3% 25% 29% 40% 1% 2%
Female 375 1% 27% 32% 37% 2% 1%
AGE GROUP
Under 30 114 4% 30% 16% 46% 1% 3%
30-44 yrs 260 1% 27% 25% 43% 3% 1%
45-59 yrs 198 2% 24% 37% 34% 1% 2%
60+ 176 1% 23% 40% 33% 1% 2%
OCCUPATION
Professionals, 141 0% 19% 36% 42% 1% 2%
Managers
Technicians 80 4% 26% 28% 40% 2% 0%
associate
professionals
Clerks 36 0% 17% 41% 39% 0% 3%
Service and sales 84 0% 24% 24% 52% 0% 0%
workers
Blue collar 139 2% 37% 27% 31% 2% 1%
Students 34 9% 26% 21% 44% 0% 0%
Retired 134 1% 26% 38% 33% 0% 2%
Homemaker 57 5% 28% 26% 32% 7% 2%
Not employed 14 0% 21% 36% 43% 0% 0%
Self employed 32 3% 19% 22% 50% 6% 0%
PERSONAL INCOME BEFORE TAX
Less than $15,000 170 2% 26% 33% 35% 2% 2%
$15,001-25,000 132 1% 27% 27% 42% 1% 2%
$25,001-30,000 82 2% 31% 34% 32% 0% 1%
$30,001-40,000 115 1% 30% 30% 36% 2% 1%
$40,001-50,000 61 2% 23% 29% 42% 2% 2%
$50,001-70,000 77 3% 17% 31% 47% 1% 1%
More than $70,000 36 0% 11% 33% 53% 3% 0%
PARTY VOTE
National 216 3% 24% 26% 44% 1% 2%
Labour 298 1% 28% 33% 37% 1% 0%
The Alliance 27 0% 22% 52% 18% 4% 4%
NZ First 11 0% 9% 55% 36% 0% 0%
ACT 18 0% 17% 11% 67% 5% 0%
Green 47 2% 38% 24% 32% 4% 0%
SOFT VOTERS 106 3% 30% 26% 37% 2% 2%
MAORI OR PART MAORI 65 0% 18% 34% 46% 2% 0%