Our new research findings show that the New Zealand early bird really does catch the worm!
The rich profiling data from Pureprofile between May and June 2017 has uncovered some interesting findings about New Zealanders' preferences for waking up early (early bird) or staying up late (night owl) and other attributes related to these types of people.
It turns out that early birds in New Zealand are more likely to be female, vote National and are more likely to earn higher incomes than their counterparts, the night owl.
There is naturally a higher percentage of night owls in the 18-34 year old age group, but they are less likely to understand political issues ... but they are more likely to believe in aliens!
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