Key findings from this section

• The two measurements (Census and HML 2006 Survey) provide a Māori language rate for Māori adults that ranges from 10% through to 30%, with the lower end perhaps a more accurate indicator of strong proficiency.
• There are significant differences in the proportion of Māori language speakers across age groups. For those people aged up to fifty-five, the Māori speaking rate is 24%, whereas for those people aged fifty-five or over, the rate is 43%. Yet the population of Māori speakers aged over fifty-five is small compared to the population in younger age bands. Older speakers are also more proficient in the Māori language than young adult speakers.
• Since 2001 there have been marginal shifts in Māori language proficiency levels within the Māori population. In these regions, passive skills (listening and reading) are stronger in terms of numbers of people and proficiency levels, than active skills (speaking and writing). This indicates a level of latent Māori language ability. To increase speaking proficiency levels in these regions, these passive skills will need to be ignited.
• Sixty-eight percent of Māori adults are dissatisfied with their level of proficiency in the Māori language and desire to increase their language skill levels.

Tokomaru Bay store first with bilingual signage In 2004, members of the Māori community approached the owner of a local store in Tokomaru Bay with a proposal to have bilingual signage throughout the store. The owner agreed and now Tokomaru Bay boasts the first shop in Aotearoa to have both English and Māori signage. This small business, reliant on custom from the predominantly Māori population, saw the economic and cultural value in recognising te reo. Critical awareness of te reo has grown locally and the store is recognised nationally. The store provides the community with another domain for language use, aiding in efforts towards normalisation of te reo in Tokomaru Bay.