12/4/2019 Intro

2019 

Last Refresh
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12/4/2019 Interactive version

New Interactive Version Available

This year, we developed an interactive version of Consumer Report as well, which allows access to more data: additional data on
audiences for all types of media, data from studies conducted by Starcom Media or indicators from Brand Tracker. This variant
will be updated periodically throughout the year to allow a more precisely profiling, comparisons between the analyzed segments
and the identification of trends.
 
Send us an e-mail to consumer@starcomww.com  to find out the access conditions in the interactive version of Consumer Report.

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12/4/2019 Consumer Segments

Focus Consumer Segments

Families with kids Teens

Families that live with kids <14 y.o. Teenagers, still in school
in the HH Age: 14 - 17 y.o.
Age: concentrated 18 - 45 y.o.
Civil status: not single
Kids: own kids <14 y.o. living in the HH

Single Youth Families without kids

Single Millennials Families that don’t have any kids <14 y.o
Age: 18 - 34 y.o. living in the HH
Civil status: Single Age: concentrated in 45+ y.o.
Kids: without kids <14 y.o. living in the HH Civil status: not single
Kids: without kids <14 y.o. living in the HH

Last Refresh
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12/4/2019 TV Consumption & Devices

Gender 

TV Consumption & Devices All  2019 

Subcategory Teens Single Youth Families with kids Families without kids Urban
         

Watch TV offline 83% 78% 94% 96% 92%

Single Youth slowly changes its
Watch TV online 74% 78% 63% 32% 48% media consumption behaviour,
the TV Set penetration being
the smallest within this cohort,
while the Teens have acces to
Device Posession Type
such technology through the
fact that they are still living
35% with their parents.
97% 30%
Plasma 31% Teens are also the most open
90% 26%
Tv Set 98% 28% to connect a media player (be
98% it DVD, Home Cinema or Blu-
17%
97% 24%
Led 22% Ray) to their TV set.
21%
14% 21% The Smart TV reached 28% in
10%
17% the Urban areas, with the
Independent Dvd 12% 18% highest penetration among
10% Lcd 24%
11% 21% Families with kids. On the
21%
opposite, the Families without
16%
8% 12% kids own to a higher extent a
7% Tube 14%
Home Cinema 6%
23% regular TV set.
19%
4%
5% 48%
38%
Regular Tv Set 43%
50%
7% 47%
5%
Blu-Ray Player 4% 25%
3% 32%
Tv Smart 35%
4% 24%
28%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Online Consumption

Gender 

Online Consumption All  2019 

Device posession Daily online time Youngsters tend to spend more time online than the familists, more than half
of them spending at least six hours per day browsing the internet.
In terms of device possesion, some categories stands out:
- Single Youth (especially women) has the higher laptop ownership, most
41% 51% probably based on their need for mobility
50% 51% - desktop seems to be owned more by men, given the fact that it is heavily
Laptop 40% 240 Minutes + 26% used for online gaming, thus the highest penetration is observed among
25% 13% men teens
32% 24% - the preferred device for kids digital activities is the tablet, thus its
penetration is highest among Families with kids
29% 18%
24% 21% Own...
Tablet 38% 121-240 Minutes 21%
Mobile Phone Smartphone
17% 12%
23% 16% Teens 95% 78%

Single Youth 99% 84%

29% 8% 99% 77%
Families with kids
24% 8%
Desktop 25% 61-120 Minutes 14% Families without kids 96% 52%
17% 9%
Urban 97% 64%
20% 10%

17% 4%
11% 6% Accesing device
Console 14% <60 Min 17%
91%89%83%
4% 11% 62% 63%70%55%
8% 11% 45% 47%
37%
10%11%11% 7% 9% 10% 8% 7% 3% 5%

Mobile Phone Pc Tablet Tv

Data Source: SNA Focus, base all 14-74 urban Teens Urban Single Youth Families with kids Families without kids

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12/4/2019 Mobile Usage

Gender 

Mobile Usage Frequency All  2019 

Talk time Top 10 weekly activities

84%
15% 86%
Messenger/Chat (Whatsapp/Facebook) 75%
14% 43%
Over 180 Minutes 9% 59%
6% The higher the age, the lower the usage
8% 78% of all mobile phone features, including
80%
I Access Social Networks 65%
34% talking time:
10% 50%
8% - families without kids spend less than 60
Between 121-180 Minutes 7% 73% minutes per day on the phone;
5% 64%
I Send Sms/Messages 55%
6% 35% - the younger generations feel the need
46%
to connect more with their acquaintances,
18% 70% thus they have an increased time of
19% 63%
Make Photos 56% talking on the phone. 25% of teens spend
Between 61-120 Minutes 20% 33%
13% 45% more than 120 minutes per day with this
16%
55% activity.
65%
23% I Use Email 50% The connection need of the younger
28%
33% 40%
Between 31-60 Minutes 34% generation is visible also in high
32% 68% consumption of Messaging/Social
32% 60%
View/Listen Music/Movies/Other Mat… 44% Networks/SMS services: more than three
23%
36% quarters use these services weekly. And
22%
19% 50% except for the mothers in Families with
Less Than 30 Minutes 20% 55%
I Access News Sites 48% kids who use the Messaging service more
32% 26%
27% 37% than fathers, there are no differences in
44% terms of gender within the same age
7% 43%
5% I Access Other Site Types 34% groups.
16%
Not At All 5% 26%
7%
6% 54%
42%
Play Games On The Mobile Phone 30%
6% 15%
25%
4%
Dk/Na 5% 29%
6% 34%
I Access Sites Of Newpaper&Magazin… 29%
5% 17%
23%

Data Source: SNA Focus, base all 14-74 urban Teens Urban Single Youth Families with kids Families without kids

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12/4/2019 Gambling Websites

Gender 

Gambling Websites: top by reach All  2019 

Urban Rural National

Quick wins are attracting younger

targets, top gambling website
30% 23% 26%
24% 25% 24% attracting mostly Teens in urban
betano.com 18% betano.com 22% betano.com 19% and also Single Youth in rural.
18% 18% 18%
21% 21% 21%

14% 11% 13%

13% 12% 12%
unibet.ro 10% unibet.ro 11% unibet.ro 10%
11% 10% 11%
11% 11% 11%

2% 1% 2%
3% 2% 3%
loto.ro 5% loto.ro 4% loto.ro 5%
6% 7% 6%
5% 4% 4%

3% 1% 2%
3% 2% 3%
superbet.ro 4% superbet.ro 2% superbet.ro 4%
4% 4% 4%
4% 3% 4%

1% 0% 0%
2% 1% 2%
efortuna.ro 3% efortuna.ro 3% efortuna.ro 3%
4% 3% 3%
3% 2% 3%

1% 0% 1%
3% 3% 3%
casapariurilor.ro 2% casapariurilor.ro 2% casapariurilor.ro 2%
3% 2% 3%
2% 2% 2%

Info Source: Gemius, base total Romanian online users Teens Single Youth Families with kids Families without kids Urban/Rural/National

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12/4/2019 Audio Cont Offline & Online Cons

Gender 

Audio Content Offline & Online Consumption All  2019 

Audio content they listen weekly

38% 37% 35% 49% 48% 34%

28% 28%
19%
14% If Teens and Single Youth prefers
online audio content, Families
with Kids and Without Kids opt
Listen the radio weekly How many hours per day
for offline audio content.
Another specific cohort behavior
10% is that Teens and Single Youth are
14% 11%
Home 22% 14% listening the radio mostly at
28% 1-3 Hours/Day 18%
24% home, while Families are listening
17%
7% 17% it in the car.
18%
In My Car 24% Daily Radio consumption
17% 1%
18% 5% increases with age among the
3-5 Hours/Day 7% analyzed segments.
4% 9%
12% 7%
At Work 17%
11%
12%
1%
5% 4%
7% 5-8 Hours/Day 6%
During Leisure Activities 10% 6%
10% 5%
9%
7% 1%
7% 2%
Public Transportation 7%
6% 8 Hours Or More 4%
6% 5%
4%
3%
4%
Shopping/In Malls 4% 8%
3% 11%
4%
Less Than 1 Hour/Day 12%
2% 8%
2% 9%
Other 2%
3%
3% 79%
64%
2% Not At All 54%
1% 55%
At School/University 1%
1% 57%
1%
Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Radio Programs & Frequency

Gender 

Radio Programs & Listening Frequency All  2019 

Weekly, people from all segments are

listening radio mainly for music.
Families segments and especially men
Audio content they listen weekly
34% have a high affinity for weather news,
32%
30%
morning programmes, general news and

28%

27%
26%
26%

26%

25%
24%

24%

24%
22%

21%
road news. In rural, families are less

19%
19%

19%

18%

18%
18%
18%

18%

18%
17%

17%
17%
16%

16%

15%

15%
14%
14%

14%
13%

13%
listening radio daily versus in urban.

12%
12%
12%

12%

11%

10%
Almost half of people from all segments
7%

7%

6%

6%
6%

5%
5%

5%
4%
are listening radio daily. Teens are the
exception, only 4 out of 10 people from
Music News Weather Morning Health Road News Entertainme… Listeners Live Sports Celebrities this segment listening radio on a daily
News Programmes Programmes Show Programmes Interviews
basis.

Urban Rural National

47% 37% 42%

46% 47% 47%
6-7 times/week 56% 6-7 times/week 47% 6-7 times/week 52%
59% 46% 53%
55% 46% 51%
23% 20% 22%
25% 18% 22%
3-5 times/week 23% 3-5 times/week 20% 3-5 times/week 22%
17% 15% 16%
21% 17% 19%
17% 16% 17%
12% 11% 11%
1-2 times/week 10% 1-2 times/week 12% 1-2 times/week 11%
9% 11% 10%
10% 11% 11%
8% 10% 9%
8% 7% 8%
1-3 times/month 5% 1-3 times/month 7% 1-3 times/month 6%
5% 6% 6%
6% 7% 6%
6% 17% 11%
9% 17% 12%
Didn’t listen to radio lately 6% Didn’t listen to radio lately 14% Didn’t listen to radio lately 10%
9% 22% 15%
8% 19% 13%

Data Source: SNA Focus, base all 14-74 urban & Masor Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Type of Music&Events

Gender 

Audio Content: Type of Music & Events All  2019 

Type of music listened Events attended annually

49% 27%
54% 34%
Pop/Disco/Dance 55% Museum/Art Gallery/Exhibi… 27%
36% 24%
44%
27% People from all segments are fans
12% of Pop/Disco/Dance music. As
19% 20%
Old Music/Songs 32% 22%
42% Theatre Plays 19% particularities: Teens and Single
35% 19%
19% youth are also fans of Rap/Hip
12% Hop or Rock Music; people from
17% 27%
Ambiental Music 23%
20% 21% families segments also like Old
20% Other 19%
14% Music.
17% 17%
21% Regarding to events they annually
Latino Music 22% 25% attend, all segements like to visit
19% 26%
20% Pop/Rock Concerts 15% mostly Museum/ Art Gallery/
12%
11% 15% Exhibitions, Theatre Plays or
15%
Clasical Music 17% Pop/Rock Concerts. Younger
16% 13%
16% 13% segments are generally more
Opera 9%
19% 9% attracted by events, having high
19% 10%
Oriental Music/Manele 18% affinity for: Modern Dance, Opera
12% 13%
15% and Classical Music Concerts
14%
Modern Dance 9%
25% 7% among Teens and Single Youth.
25% 9%
Rock Music 15%
11%
15% 12%
13%
37% Classical Music Concerts 8%
31% 8%
Rap/Hip Hop 15% 9%
8%
15%
9%
26% 12%
24% Jazz Concerts 7%
Electronic Music/House/Ra… 12% 7%
8% 8%
12%
9%
9% 10%
14% Ballet Or Classic Dance 6%
Rhythm & Blues Music 12% 6%
9% 7%
11%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 EdCont: Offline & Online Cons

Gender 

Editorial Content: Offline & Online Consumption All  2019 

Type Teens Single Youth Families with kids Families without kids Urban
         

Offline 25% 34% 37% 42% 39%

Overall, people from Teens and
Online 21% 30% 29% 17% 22% Single Youth segments spend less
time reading newspapers and
magazines than base urban
population.
Read Newspapers Read magazines
Families have good affinities in
terms of time spent reading print.
13% 12%
14% 12%
1-15 Minutes 14% 1-15 Minutes 14%
13% 13%
13% 13%

8% 11%
9% 10%
16-30 Minutes 11% 16-30 Minutes 13%
13% 14%
12% 13%

0% 1%
1% 1%
31-45 Minutes 1% 31-45 Minutes 1%
2% 1%
2% 1%

3% 5%
4% 7%
46-60 Minutes 6% 46-60 Minutes 8%
8% 10%
6% 9%

1% 5%
1% 5%
60+ Minutes 2% 60+ Minutes 6%
2% 8%
2% 7%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Reading Books Behavior

Gender 

Editorial Content: Reading Books Behavior All  2019 

No of books bought in the last year

58% 67% 63% 72% 69%

12% 10% 11% 8% 9% 12% 8% 9% 7% 8% 17% 15% 17% 14% 15%

More Than 5 Books 3-4 Books 1-2 Books None Teens, especially women are
Book Genre Buying Place buying more books than urban
population. They have high
affinities for Porse, Poetry and
26% 33% Science Fiction Books.
16% 26%
Prose 18% Bookshop 30% Single Youth and Families with
17% 24%
17% 26% kids have an increased readership
19% 8% of Specialized Books, either
13% 8%
Other Kind Of Books 12% Printed Press Distribution Stall 12% related to kids care & education,
13% 11%
13% 10% or to professional development.
8%
5%
12%
11% Families with kids are buying
Children Books 24% Mail'Order 10% mostly Children Books, being
6% 7%
10% 8% important in their development.
8% 10% Families without kids have a
11% 10%
Specialized Books 10% Book Market 8% reading behavior in line with
7% 8%
8% 8% general urban population.
14% 7% The main buying place for books
5% 9%
Poetry 5% Second Hand Bookshop 7% among all segments is the
5% 8%
6% 8% Bookshop.
12% 12%
7% 10%
Science Fiction 4% Romanian websites 10%
4% 4%
5% 7%
8% 9%
6% 9%
Political/Historical/Social 5% Hypermarket/Supermarket 9%
5% 6%
5% 7%
50% 47%
60% 57%
None Do Not Buy
61% 60%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Reading Books Frequency

Gender 

Editorial Content: Reading Books Frequency All  2019 

Books E-Books

11%
5% 8%
Daily Or Almost Daily (6-7 Ti… 4% 5% Teens is the segment with the
6%
6% Daily (6-7 Days Times Per We… 3% highest readership, being the
1%
8% 2% ones who read more on a daily
7%
3-5 Times Per Week 5% and weekly basis. Even if e-books
6%
6% 6% daily consumption is reduced, it
7%
10% 1-2 Times Per Week 5% has double digit percentages
8% 2%
1-2 Times Per Week 8% among teens in terms of weekly
9% 4%
8% consumption, indicating an
13% 12% emerging behavior that is
8% 6%
1-3 Times Per Month 11% embraced.
10% 3-5 Times Per Week 4%
10% 2%
9% 4%
7%
1-2 Times Every 3 Months 9%
7% 9%
7% 8%
1-3 Times Per Month 7%
6% 4%
7%
Once Every 6 Months 8% 5%
5%
6%
10%
3% 12%
3%
Once A Year 4% Less Than Once Per Month 10%
4% 5%
4% 8%
6%
9% 55%
Less Than Once A Year 10%
9% 61%
9% Never 70%
34% 82%
45% 75%
Never 42%
45%
44%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Top Weekly Out of Home Act

Gender 

Top Weekly Out of Home Activities All  2019 

Time spent outside Weekdays
Weekly out of home activities

4%
3% 67%
Less Than 1 Hour/Day 3% 58%
5% Go For A Walk 55%
4% 50%
53%
The most outgoing segments are
29% 67%
31% 69% Teens and Single Youth, spending
1-3 Hours/Day 38% Use The Computer 59%
40% 41% the most hours out of home vs.
37% 50%
urban average.
34% 61% Teens, especially men, tend to
38% 51%
Visit Persons & Receive Visits 48%
3-5 Hours/Day 32% 40% spend more than 3-5 hours out of
29% 44%
32% home during weekdays,
34% increasing at 5-8 hours during
31% 29%
27% Practice Sports/Fitness 17% weekends. Both men & women in
5 Hours Or More 24% 13%
22% 17% this segment walk, use the PC and
24%
16% practice fitness more than
14%
Listening Recorded Music 14% average urban population. Their
12%
Time spent outside Weekends 13% preference for audio-video
12% content reflects also in their
11%
Visit Free Markets/Exhibitions 8% higher weekly cinema visiting.
9%
4% 9%
3%
Less Than 1 Hour/Day 2% 13%
5% 11%
4% Going To The Cinema 6%
4%
22% 6%
24%
1-3 Hours/Day 32% 10%
35% 9%
32% Go To Hairdress/Barber 6%
5%
6%
30%
37% 10%
3-5 Hours/Day 34% 7%
30% Go To Manicure/Cosmetics 5%
32% 4%
5%
42% 7%
34% 5%
5 Hours Or More 27% Community/Church Activities 4%
24% 4%
27% 5%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Sports

Gender 

Out of Home Activities: Sports All  2019 

Sports in L1 2M Activities in L1 2M

Romanian urban population have rather a passive

69% 73% behavior, taking into consideration that 8 out of 10
73% 77%
None 83% None 83% persons didn't do any sport activities in the past 12
88% 91%
83% months. More over, the percentage of sports
86%
12% inactive persons is increasing among most young
13% 11%
Football 6% 11% segments (Teens and Single Youth).
5% Aerobic/Fitness (In Special … 6%
7% 3% Football and aerobic/fitness/gym are the only sport
5%
6% activities practiced in greater extent by Teens and
6% 14%
Other Sport 3% Young Youth segments, especially among men.
3% 11%
3% Snooker 6% They also prefer games with a socialising
3%
4% 5% component, such as snooker.
6%
Cycling 3% 6% In terms of payed to attend sport events,
2% 7%
3% Jogging 5% Romanians are not used to this type of behavior,
2% most of them prefer to watch it at home (TV).
5% 4%
6%
Chess 2% Football and Handball are the only sports events
2% 6%
3% 6% with a higher audience especially among Teens and
Other Activity 5%
3% 3% Young Youth.
4% 4%
Fishing Or Sport Hunting 2%
2% 9%
2%
5%
6% Roller Skating/Skateboard 2% Payed to attend
4% 1%
Athletics 2% 2%
2%

73%
2% 4%
5%

87%
84%

84%
4% Camping (Tent Trip) 2%

76%
5% 2%
Lawn Tennis 2% 2%
1%
2%
3%

10%
10%
3%

6%
4%

5%
5%

5%
4%
4%

3%

3%
2%

2%

2%
2%
Golf

1%
1%

1%
1%

1%
1%
5% 1%
Body Building 2% 1%
1% 1%
2% None Football Handball Other Sport Basketball
3%
4% 3%
5% Extreme Sports (Bungee Ju… 1%
Voleyball 2% 1%
1% 1%
2%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Top Weekly Home Act

Gender 
Top Weekly Home Activities
All  2019 

72%
62%
I Relax/ I Repose 65%
69%
67%
67%
69%
Use The Computer 59%
41%
50%
23%
30% The passive behavior is visible also in the context of weekly home activities, the
Cook From Pleasure/Passion 48%
46% majority of Romanian urban population relaxing or using the computer. Next in
42%
line activity is cooking, with the highest practive among families.
50%
35% More people from Teens segment play games (PC, playstation etc.) on a weekly
Play Pc/Wii/Playstation/Mobile Ph… 29%
19% basis, while Single Youth are orientated towards using the computer also as a
25% form to stay connected (social networks, latest news, etc.).
28%
20%
Reading Books (Others Than Book… 17%
21%
20%
15%
15%
Fix And Repair 15%
19%
18%
16%
14%
Listening Recorded Music 14%
12%
13%
14%
9%
Practice Artistic Activities From Pas… 4%
4%
5%
8%
6%
Make Miscellaneous Crafts 5%
4%
5%
13%
6%
I Collect Various Objects (Posts/Etc) 4%
3%
4%
Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Shopping Behavior

Gender 

Shopping Behavior All  2019 

Totally agree and agree with... Most important deciding criteria

76%
75% 62%
Enjoy Shop Places-Find Many Diff Prod 77% 84%
74% Product's characteristics 82%
75% 76% Young segments tend to be less price sensitive
78%
68% and more impulsive, as less of them are
71%
I Tend Not To Change The Brand 75% 46%
71% 49% making a purchase list compared with families
72% Price 59% segments. Families with kids is the segmnet
69% 63%
65% 59% with highest percentage of informed shoppers
When I Buy Smth I First Check Price 72%
72% and the most influenced by advertising.
71% 45%
53% Brand and product characteristics are the main
65% Brand 55%
60% 50% purchase drivers among Single Youth and
When Visit Stores-Get Some Advice 66% 51% Families with Kids. Teens are less influenced by
64%
64% brands, most probably as they are not the
31%
65% 38% main shoppers yet and can't decide to buy
66% Previous experience 43%
Pay More For Serv Make My Life Easier 67% 35% them.
61% 37%
64%
50% 21%
57% 33%
I Make A List Of The Items To Purchase 63%
65% Special Offers 31%
63% 28% Main shopper
29%
57%
60%
Small Shops-Prod Same Quality As Sup… 62% 12%
60% 15%
61% Friends' recommendations 15%
16%
59% 15%
59%
Quite Often I Buy Prod On Spec Offers 60%
61% 13%
61% 13%
Expert recommendations 12% 40%
63% 10% 70%
62% Yes 78%
Look Info About Products Intend To Buy 64% 11%
58% 76%
60% 75%
7%
60% 5%
60% Comercial Information 5%
The Adv Of A Prod Reminds Me To Buy It 63% 6%
56% 6%
59%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Shopping Behavior by Customer

Gender 

Shopping Behavior by Customer All  2019 

Shop...

96% 98% 98% 98% 98%

38% 31% 37% 31%
27%
16% 23%
27%
16% 23% For all segments the main form of
14% 17% 10%
6% 9% shopping remains the traditional
Offline Online Online in Romania Online abroad one (brick & mortar). Online
shopping has increased
Offline they shop weekly from...
penetration within Single Youth
and Families with kids, as they are

42%
40%
50%
52%
50%

47%
48%
52%
42%
45%

27%
30%
26%
21%
24%

31%
24%

14%
13%
10%

8%
8%

7%
7%

7%
6%
67%

6%
65%

6%

6%

6%
63%
63%

62%
highly digitalised. On a weekly
basis more than 6 out of 10
Small Market Supermarket Hypermarket Other stores Cash&Carry Diy
Romanians from urban areas
Neighbourhood
make their groceries from small
Stores
Visited hypermarkets in L3M Visited supermarkets in L3M Visited electronic/appliaces stores in L3M neighbourhood stores. Teens and
more mature segments are
mostly choosing stores based on
72% 69%
69% 66% home proximity, while Single
Kaufland 70% Lidl 70% 35%
67% 63% Youth and Families with Kids have
69% 65% 35%
increased mobility.
46% 62% Altex 35%
51% 50% Families with kids chose in a
Carrefour 52% Profi 54% 26%
43% 52% 30% greater extent vs. urban
47% 53%
population to make thier
40% 40% groceries from supermarkets and
48% 34% 25%
Auchan 42% Penny Market 38%
32% 37% 21% markets, as they benefit from a
37% 37%
Flanco 26% larger range of products and
16% 32% 20% fresh/natural products. Single
21% 35%
Cora 16% Carrefour Express 26% 21%
14% 22% Youth prefers also Mega Image as
16% 26%
they have a very active life and
12% 20% 18% prefer fast shopping.
13% 29%
Selgros 12% Mega Image 22% 20%
11% 20%
11% 22% Media Galaxy 14%
9% 3% 9%
10% 4% 12%
Metro 10% Xxl Mega Discount 2%
10% 2%
10% 2%
Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Choosing an Online Retailer

Gender 

E-commerce - Choosing an Online Retailer All  2019 

Most important criteria Type of payment

19%
17%
Price 20% 34%
10% 45%
13%
Payment On Delivery (Cash Or Card) 41% Most important criteria when chosing an online
10% 18% retailer is price, the selection of best offer being
12%
Terms Of Delivery: Timing/ Costs 12% 28%
5% more facile on internet.
8%
In comparison with urban population Teens and
5% 7%
11% 12% Families with kids are more attentive towards
Special Offers 8%
5% Payment On Website - Card 10% price and Single Youth to special offers, most
7% 4% probably as they look after more premium
7% 7%
7% products (are not selecting products based on
Website Reputation 5% smalest price).
3% 8%
4% Main type of payment for online shopping is
7%
5% Other Type Of Payment 5% payment at delivery (cash or card), especially
5% 2%
Personal Experience 5% among segments as Single Youth and Families
2% 4%
3% with kids.
4% 5%
5%
Detailed Information About The… 4% 6%
3%
3% Payment On Website - Virtual Bank … 5%
2%
4% 3%
3%
Wide Range Of Products/Brands 3%
2%
2% 4%
4% 5%
3% Online Banking-Transfer In Supplier… 5%
Ease Of Ordering 3%
2% 2%
2% 3%
5%
3%
Comments Posted By Clients 3% 3%
1% 4%
2%
On Bank'S Counter-Transfer In Sup… 4%
4% 2%
2%
Acquaintance Recommendation 2% 3%
2%
2%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Type of Bought Prod

Gender 

E-commerce - Type of Bought Products All  2019 

Purchased product from romanian online retailers Purchased product from foreign websites

16% 8%
10% 5%
Clothing (Including Lingeries) 10% Clothing (Including Lingeries) 5%
5% 2%
7%
3% Main products purchased by
12% urban population from
10% 9%
Books 10% 4%
4% Footwear 4% romanian online retailers are:
7% 1%
3% clothing, books and footwear.
11% The younger segments (Teens
9% 8%
Footwear 8%
3% 4% and Single Youth) have a higher
6% Selfcare Products 2%
1% affinity vs. urban population in
11% 2%
8% purchasing clothing, footwear
Selfcare Products 6% 5% and selfcare products on both
3% 5%
5% Audio-Video Content 2% local or foreign websites.
1%
7% 2%
6%
It&C Products (Pc/Laptop/Printer) 6%
2% 4%
4% 3%
Books 1%
6% 1%
5% 1%
Small Appliances (Iron/Friteuse) 6%
2% 4%
4%
2%
8% Small Appliances (Iron/Friteuse) 1%
5% 0%
Audio-Video Content 3% 1%
2%
3% 3%
2%
5% Household Cleaners 1%
5% 1%
Electronics (Tv/Radio Set/Etc) 4% 1%
1%
3%
3%
5% 2%
4% Food Or Sweet 1%
Large Appliances (Refrigerator/Cook… 4% 0%
1% 1%
3%
3%
6% 1%
3% It&C Products (Pc/Laptop/Printer) 1%
Household Cleaners 3% 1%
1% 1%
2%

Data Source: SNA Focus, base all 14-74 urban Teens Single Youth Families with kids Families without kids Urban

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12/4/2019 Consumer Values

Gender 

Consumer Values All  2019 

98%
97% All segments are guided by the need for something to happen, to
SomeHappy 96%
95% connect and control.
96%
Teens and Single Youth have also a high need for more as they are at
95%
97% the stage of building their future. Teens have decreased need vs.
Connect 95%
94%
95% urban population for Love, as they are not at the age of buiding a
solid relationship. Teens females have a stronger need for security,
94%
96% with a higher desire to belong and be taken seriously vs. males.
Control 95%
93% The need for love highly increases at the stage of families with kids
94%
and especially among men, becoming their top emotional desire.
94%
92% Men also have a higher desire to have a stable place and to be taken
For more 93%
91% seriously.
92%
Families without kids have a stronger need to believe. Women from
84%
87% this life stage have a higher desire to have a stable place, to belong
Believe 91%
93% and to be loved vs. men.
92%
87%
88%
Useful 89%
88%
88%
86%
88%
Place 89%
82%
85%
86%
86%
Take seri 83%
81%
83%
83%
83%
Belong 83%
81%
82%
24%
39%
Love 95%
79%
69%

Data Source: Starcom Media Romania Consumer Values

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12/4/2019 Case Study: Samsung

Case Study: Samsung & Kiss FM Party Charter 2019 

Having grown up in a world of abundance, youth seek rather experiences

than possessions. This is one of the reasons why summer festivals and
especially Untold, attracts year by year a large number of brands (21 in
2019), determining a very high advertising & brand experiences clutter.

To make Youth #seetheimpossible during Untold festival, we have

strategically partnered with Kiss FM and joined forces to provide our target
an experience that money can't buy: a party in the sky, at over 10000
meters in the air, together with DJs and influencers, on their way to the
biggest summer festival (Untold), with free pass to festival experience.

The entire party experience was amplified by Samsung Galaxy S10,

enabling entertainment with music, lots of memories captured in photos
and videos, an AR enabled raffle giving the chance to win a Galaxy S10 and
the fun continued at Samsung Experience Zones at Untold.

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12/4/2019 Case Study: Hochland

Case Study: Hochland The Challenge 2019 

In the turmoil of every day life, having a plenitude of activities and

information to filter on a daily basis, the toughest fight is for consumers
share of attention.

In order to increase the relevancy of Hochland white cheese and capture

our consumers’ attention, we adapted campaign’s message based on
consumer interests and moment of the day, positioning Hochland as a
versatile product that can provide solutions and ideas for each type of
meal, supporting their hectic lifestyle.

A total of 20 messages were tailored on the moment of the day and main
interests of our target:

o  Cooking
o  Music
o  Movies
o  Health
o  Parenting
o  Gardening

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12/4/2019 Case Study: Silva

Case Study: Silva Craft Makers 2019 

As more of half of single youth spend at least four hours per day browsing
the internet, they are exposed to a huge number of ads, being hard for
brands to be remarked. And the challenge is even higher for beer, having to
connect at lifestyle level, as the product’s points of difference are very fine
and sensitive to each person’s taste.

On the other side, content is the long living king, being extensively
consumed in its multiple forms: text, photo, video and even audio.

The best way to underline Silva’s craft quality was to develop multiple
content projects or to integrate out of the box formats in existing content,
capitalizing on the level of attention and care needed to create crafted
goods, from beer, to gourmet food and innovative photography technique.

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