Top Government Websites in New Zealand

Key Insights on Top Government Websites in New Zealand on December 2025

As of December 2025, rnz.co.nz leads Government in New Zealand with 7.95M monthly visits. Its audience skews mobile-first (23.45% desktop / 23.45% mobile), and traffic is down month over month -0.25% and up year over year 10.57%. msd.govt.nz holds second with 3.71M visits and a mobile-leaning mix (13.06% desktop / 86.94% mobile), while ird.govt.nz ranks third with 3.36M visits.

Across the leaders, smartwater.org.nz is the most mobile-first (100% of visits), whereas linz.govt.nz is the most desktop-reliant (93.03%). Momentum favors smartwater.org.nz in the latest month (31,375.78%), while nrc.govt.nz shows the steepest pullback. On a yearly view, usgs.gov posts the strongest expansion (1,872.96%), contrasted with niwa.co.nz (-51.42%).

Acquisition patterns also differ: rnz.co.nz is driven primarily by search, rnz.co.nz by direct, and rnz.co.nz by referral; overall, 84 of the top 100 sites are direct-led, 15 are search-led, and 1 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.