New Zealand's official statistics agency
Stats NZ (stats.govt.nz) scores 83 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Government brands, Other brands, in the 94th percentile of 19765 Government brands.
Stats NZ, operating at stats.govt.nz, is the national statistical service of New Zealand, established in 1956 and headquartered in Wellington. As part of the Government of New Zealand, it collects, analyzes, and publishes official statistics on population, economy, and society. Its mission is to provide trusted statistics and data that help New Zealanders understand their country and make informed decisions, serving government agencies, researchers, businesses, policymakers, and the public with authoritative, government-verified data and tools, including custom tables and long-term time series.
| Brand Name | Stats NZ |
|---|---|
| Domain | stats.govt.nz |
| Industry | Government, Other |
| Founded | 1956 |
| Headquarters | Wellington |
| Parent Company / Owner | Government of New Zealand |
| Main Competitors | Australian Bureau of Statistics (77/100), Office for National Statistics (84/100), U.S. Census Bureau (92/100), Statistics Canada (64/100), OECD (72/100), World Bank (72/100), Reserve Bank of New Zealand (76/100) |
Moz Domain Authority 71/100 vs category average 46 / leader 97 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #438,201 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Stats NZ has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Stats NZ is New Zealand" (Meta description: 5 words. No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: No structured data or Open Graph tags detected. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Nginx.
Social footprint: verified profiles on Facebook, X (Twitter), YouTube, LinkedIn, Instagram; no detected presence on GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Stats NZ?", Claude could identify the brand as of October 2026. Stats NZ is the official statistical agency of the New Zealand government, responsible for collecting and publishing data on the population, economy, society, and environment, including the national census. Best known for Running New Zealand's national census and producing official economic and population statistics.
When asked "Best brands similar to Stats NZ?", Claude would recommend Stats NZ as of October 2026. It's the primary authoritative source for New Zealand government statistics, so it would naturally come up alongside other national statistics agencies like the ABS or ONS.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Stats NZ's main competitors in Government: Australian Bureau of Statistics (77/100), Office for National Statistics (84/100), U.S. Census Bureau (92/100), Statistics Canada (64/100), OECD (72/100).
Sources: Brand Analyzer scan
Stats NZ is the national statistical service of New Zealand, a government agency responsible for collecting, analyzing, and publishing official statistics about the country's population, economy, and society. Founded in 1956 and headquartered in Wellington, it operates under the Government of New Zealand and serves as the authoritative source of statistical information for the nation.
Sources: Stats NZ official site
Stats NZ has moderate AI-search visibility, scoring 56/100 on Brand Analyzer's AI visibility composite (visibility 62, trust 34, recommendation 71). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Stats NZ official site
Yes, Stats NZ is considered trustworthy as it is the official national statistical service of the Government of New Zealand, established in 1956 to provide authoritative, government-verified statistics. Its positioning as the trusted source of statistical information for government, businesses, and the public underscores its role as a reliable data authority.
Sources: Stats NZ official site
Stats NZ was founded in 1956. Stats NZ operates in the Government category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Stats NZ is headquartered in Wellington. Stats NZ operates in the Government category.
Sources: Wikidata
Stats NZ offers statistical data and research covering population, economic, and social indicators for New Zealand. Its services include custom table-building tools and access to long-term time series data, allowing users to analyze trends and extract specific datasets relevant to their needs.
Sources: Stats NZ official site
Stats NZ collects, compiles, and publishes official statistics covering New Zealand's population, economy, and society. It provides data tools such as custom table builders and long-term time series, enabling users to access and analyze government-verified statistical information for research, policy-making, and business decisions.
Sources: Stats NZ official site
Stats NZ scores 71/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Government options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Stats NZ official site
Stats NZ can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Stats NZ official site
Stats NZ is used by government agencies, researchers, businesses, policymakers, and members of the public who need reliable data about New Zealand's population, economy, and society to support decision-making, research, and policy development.
Sources: Stats NZ official site
Stats NZ is known for being New Zealand's official and trusted source of statistical data, including census results, economic indicators, and population statistics. It is recognized for providing authoritative, government-verified data used by policymakers, researchers, and the public.
Sources: Stats NZ official site
Stats NZ is owned by or part of Government of New Zealand. Stats NZ operates in the Government category.
Sources: Wikidata
Stats NZ scores 56/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Stats NZ has a limited AI-visibility profile at 56/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (71/100) and its weakest is trust (34/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #438,201 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Stats NZ from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Stats NZ: Office of the New York State Comptroller (83/100), Spin (83/100), Stimson Center (83/100), Saint Lucia Tourism Authority (83/100).
A step up - brands to learn from: Yr (91/100), Yoti (91/100).
Category leader: ABC News (96/100).
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