Top Government Websites in New Zealand

Key Insights on Top Government Websites in New Zealand on January 2026

As of January 2026, rnz.co.nz leads Government in New Zealand with 8.3M monthly visits. Its audience skews mobile-first (24.3% desktop / 24.3% mobile), and traffic is up month over month 4.43% and up year over year 8.55%. ird.govt.nz holds second with 3.24M visits and a mobile-leaning mix (45.63% desktop / 54.37% mobile), while nzta.govt.nz ranks third with 3.08M visits.

Across the leaders, smartwater.org.nz is the most mobile-first (100% of visits), whereas ecan.govt.nz is the most desktop-reliant (93.02%). Momentum favors rec.net in the latest month (46,622.86%), while usgs.gov shows the steepest pullback. On a yearly view, usgs.gov posts the strongest expansion (1,973.68%), contrasted with aucklandleisure.co.nz (-53.68%).

Acquisition patterns also differ: rnz.co.nz is driven primarily by search, rnz.co.nz by direct, and rnz.co.nz by referral; overall, 80 of the top 100 sites are direct-led, 18 are search-led, and 2 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.