Are New Zealanders really experiencing digital fatigue?

New research reveals a more optimistic story

Digital communication is now the default for essential services, from bills and statements to government notifications. But as inboxes grow and scam activity rises globally, many organisations are asking the same question: is digital fatigue becoming a barrier to engagement and trust?

To better understand this, Cumulo9 replicated recent U.S. research in New Zealand. The results paint a nuanced and largely encouraging picture for local organisations.

Digital fatigue exists, but it’s not driven by bills

The research confirms that most New Zealanders experience digital fatigue at least some of the time. However, essential communications like bills and statements are not the main cause.

Instead, social media and general digital noise are the biggest contributors to fatigue. More than a third of respondents said they rarely or never feel overwhelmed, significantly higher than in the U.S.

Just as importantly, nearly three-quarters of respondents said they are not concerned about missing important communications due to the volume of messages they receive.

Trust and security play a key role

While volume matters, trust is a central factor shaping how people experience digital communication.

Concerns about scams, phishing, and verifying sender authenticity contribute meaningfully to digital fatigue. That said, New Zealanders report lower levels of extreme concern compared to U.S. consumers, suggesting a relatively strong level of confidence.

Encouragingly, most people actively verify suspicious messages, showing that awareness is high and users are taking steps to protect themselves.

Digital delivery remains the preferred option

Despite some fatigue, digital channels are firmly preferred.

Around two-thirds of respondents said they prefer receiving essential communications digitally rather than by post, and nearly 75% want to remain fully or mostly digital when managing bills and statements.

Looking ahead, digital fatigue is unlikely to slow adoption. Most respondents said it would have little or no impact on their willingness to continue using digital methods.

AI presents an emerging opportunity

The research also explored attitudes toward AI. Many respondents see potential for AI tools to help organise messages, reduce clutter, and detect fraud, although uncertainty remains.

Compared to the U.S., New Zealanders are more cautious, highlighting an opportunity for organisations to introduce AI in a clear, practical, and trustworthy way.

What this means for NZ organisations

The research findings point to a clear opportunity: essential communications are not the problem but trust is key.

By prioritising clarity, strong security signals, and user-friendly design, organisations can continue to advance digital delivery without increasing fatigue.

Download the full report and explore how your organisation can strengthen trust and engagement in an increasingly crowded digital environment.