A typical Otago coffee drinker is desperate for their morning fix, is dedicated to getting the best cup possible and worries about how much caffeine they drink.
That is the picture the results from the latest Canstar Blue customer satisfaction survey paint.
It found 61% of Otago coffee drinkers, 10% more than nationally, were most likely to go out of their way to buy a good cup of coffee.
Like the rest of the country, and Wellington in particular, 42% were not able to start their day without a coffee.
''Residents of Otago have the same need for an early energy kick, most likely due to the large amount of caffeine-fuelled university students,'' Canstar New Zealand general manager Derek Bonnar said.
They were also the most likely (33%) to think they drink more coffee than they thought they should.
Nationally 29% thought they drank too much.
Those from Otago spend, on average, $13.14 a week on coffee, just under the national amount of $13.67 a week.
Mr Bonnar said men and women (25%) were equally guilty of skipping breakfast in favour of their favourite brew.
One fifth (20%) of the coffee drinkers surveyed said that drinking coffee made them feel sophisticated and a third of Generation Y (18-year-olds to 29-year-olds) surveyed believed themselves to be classier with a coffee in hand.
Generation X (30-year-olds to 44-year-olds) lead the coffee consumption stakes at 32% compared to 28% of Baby Boomers (older than 45-years-old) and Generation Ys, he said.
More than half of Kiwis surveyed (54%) cared about the ethical and environmental impacts of coffee, with women (61%) significantly more likely to care than men (47%).
And of the age groups surveyed, it was the Generation Ys (56%) who cared the most about the impacts of coffee.
Canstar surveyed 1566 people who had bought coffee from a coffee shop chain in the past six months.
