Holiday home property ownership remains elusive for the majority of New Zealanders, according to new research.

The Long White study, which surveyed 1000 adult New Zealanders found just over a seventh (15 per cent) of Kiwis say they or a member of their immediate family currently own a bach.

Bach ownership is highest amongst those living in the Auckland (21 per cent) and Bay of Plenty (22 per cent) regions.

The results also found that while bach ownership is restricted to a small proportion of the population, almost three quarters (73 per cent) of New Zealanders had stayed at a bach at some point in their lives.

GM of marketing for Long White beverages Oliver Downs says the survey is one of the first studies to quantify the level of holiday home ownership for the average Kiwi.

'Until now there has been little research available to help us better understand the numbers of New Zealanders who own a bach and the accessibility of this lifestyle asset.

'What was particularly interesting to see in the results was the fact that holiday homes are a shared space for a much wider group of friends and family."

The study also found that for more than a quarter (27 per cent) of the population, social media has reduced the amount of time we spend with our friends - a figure much higher for those aged 25-44 where more than four in ten (42 per cent) of this age group say their time on these platforms has compromised their face-to-face time with friends.

When it comes to the biggest impact on their friendships over the past year, almost a fifth (19 per cent) say the challenges of COVID and social distancing, around a seventh (13 per cent) say a lack of time, 12 per cent say work commitments, 11 per cent blame a lack of money and a tenth (9 per cet) say they have felt too depressed to catch up with anyone.

While many of us have struggled to connect with friends during the past 12 months when asked what would make them the happiest, making plans with a friend they had not seen in a long time was the most popular answer for a seventh (15 per cent) of respondents.

The simple pleasure of a sunny day would make 13 per cent of Kiwis the happiest while a tenth (11 per cent) say heading to a bach would bring the most joy to their day.

Psychologist and bach owner Sara Chatwin says baches give people a way to connect in a small group, in their own environment, giving them a piece of paradise with those around them who matter most.

'A bach is an escape from the daily grind and an opportunity to hang out with people who resonate with you and who make you happy.

'Access to the opportunity to chill and relax has enormous benefits for over well-being, for example, stress diminishes, good hormones are released, sleep patterns can actually improve meaning mood and energy are more positively pitched.

'As an island nation, the sea and the beach beckons us. We generally have a mindset that has been created by our environment and opportunities we have to interact with our friends in our favourite places in this beautiful country of ours.”

Chatwin says COVID has shown us how important human connection is and a lack of social contact can create problems.

'People begin to experience loneliness and can become anxious and depressed. Sometimes people speak of feeling that they have no direction or focus because interface with people and friends punctuates a day and can give some people a sense of perspective.

"We tend to be social creatures even if we only choose a few friends to interact with,"

The research also showed that when it comes to the people we have the most fun with; Kiwis say this is most likely to be their partner (39 per cent), followed by their friends (28 per cent) and children (20 per cent). Siblings (4 per cent) and parents (2 per cent) were also mentioned.

'One of the things the pandemic has taught us is to nurture and cherish the relationships with our partners and our families because often, they are all we have and arguably all we need,” she says.

The Long White study was commissioned as part of a new nationwide campaign which was designed to make coastal property ownership a reality for one New Zealander.

The ‘Long White Win a Bach' campaign from Asahi Beverages is believed to offer one of the year's largest single cash prizes outside of the New Zealand Lotteries Commission and will provide a contribution of $500,000 towards a holiday home for one Kiwi consumer.