A survey has revealed that one in every five adult New Zealanders is tattooed - and more women than men are going under the needle.
UMR Research questioned 750 people and found that 19% of the adults surveyed have a tattoo.
Twenty-two percent of those adults with tattoos were women, while 17% were men.
The research company's director, Tim Grafton, says one in three people under the age of 30 surveyed have tattoos - far more than any other age demographic.
He says almost half the Maori and Pacific Islanders questioned had been tattooed.
Eighty-five percent of the participants said they do not regret getting their tattoo, although men were slightly more likely to have second thoughts than women.