More than 1000 people have reported feeling the 5.4 magnitude earthquake that shook the Eastern Bay of Plenty this morning.
GeoNet said the "light" shake occured at 8.33am, 70km off the coast of Te Kaha, and 104km deep.
It said deep quakes like this are often widley felt.
"This is due to the seismic waves generated by the earthquake travelling up and along the subducting Pacific Plate to the surface, close to the east coast."
GeoNet said it doesn't expect a tsunami to be generated, but this serves as a good reminder for those living or travelling in coastal areas: "if you feel shaking that is longer than a minute, or too strong to stand up in, get gone to higher ground or as far inland as possible."
"Long or Strong, Get Gone!"
There are no reports of damage.
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