What we do

The Quit Group, operating as Quitline, is a charitable trust, which is funded by the Ministry of Health. We are committed to helping New Zealanders quit smoking, with a particular focus on Māori, Pacific peoples, and pregnant women.

Our data needs

We need New Zealand demographic data broken down into smokers and non-smokers.

What data we get

The census provides detailed demographic data on smokers and non-smokers. We can get this data broken down into regions and area units. We get data on: 

  • age and sex 
  • cultural diversity 
  • housing 
  • income 
  • occupation
  • qualifications 
  • relationship status.

How we use the data

  • We use census data and our customer records to help us understand trends. 
  • The information can show us where smoking rates have dropped most; for example, by age group, sex, ethnicity, and region. 
  • We use this information to help plan where to focus our resources, and to determine who needs our support services most. 
  • The data has identified populations with high smoking prevalence, and we will use these populations as priority target audiences for our next advertising campaign. The data helps us to assess our targets and validate the work we are doing.
  • Zoe.

    Need help finding statistics?

    Contact our Information Advisors – they'll help you find stats on our website or use our online tools.


    Page published 24 March 2015

Zoe Haws


It’s pleasing to see the steady decline in the rates of smoking in Māori and Pacific communities. The data sends a strong signal that we will rid New Zealand of tobacco products.

The 2013 Census figures showed that smoking rates in New Zealand dropped from 21 percent in 2006 to 15 percent, a major coup for tobacco control and our service. The figures also showed a 51 percent drop in smoking rates for 15–19-year-olds in Manawatu-Wanganui

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