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98%

98%
96%
73%
74%
66%
49%
56%
37%
47%
34% 52%
38%
33%
32%
28%
35%
23%
25%
27%
18%
20%
12%
13%
20%
19%
17%
14%
10%
12%
13%
9%
10%
11%
8%
9%
11%
7%
9%
9%
5%
8%
31%
31% 46%
36%
1%
3% 41%
20% 34%
22% 39%
32%
23%
20% 36%
11% 29%
10% 34%
5% 28%
4% 30%
7% 24%
6%
28%
23%
27%
32% 22%
32% 24%
16% 19%
21% 19%
15%
32%
25% 18%
15%
9% 18%
8%
16%
10% 8%
11% 7%
64%
62%
56%
55%
55%
52%
34%
33%
34%
33%
34%
33%
33%
35%
24%
21%
21%
19%
12%
12%
10%
11%
9%
9%
8%
9%
8%
8%
8%
10%
7%
6%
7%
11%
5%
5%
1%
1%
46%
35%
32%
25%
29%
25%
27%
24%
26%
21%
26%
22%
15%
12%
15%
13%
14%
11%
10%
10%
8%
8%
7%
5%
7%
7%
7%
5%
6%
5%
6%
6%
62%
55%
51%

32%
34%
27%

28%
21%
23%

26%
31%
22%

24%
26%
20%

20%
19%
17%

20%
19%
17%

16%
13%
9%
Families with kids
Urban/Rural/ National Population
TECH & WEB

2%

5%

6%

6%

7%

9%

9%

83%

Families with kids


Urban/ Rural/ National Population
36
17
56%
47%
36%
41%
35%
34%
29% 29%
29%
10%
25%
19% 26%
11% 8%
12%
11%
5% 5%
6%
4% 2%
2% 3%
1%
1% 1%
1%
0%
0%
28%

23%

21%
17%

18%
17%

10%
8%

8%
8%
All urban Families with kids

Online overall 39% 47%

Watch TV Offline 87% 88%

4% 13%
4% 13%
3% 11%
4% 15%
5% 12%
5% 16%
5% 7%
6% 11%
11% 6%
16% 9%
35% 14%
45% 16%
28% 33% 22% 27% 21% 26% 26%
6% 6% 19% 25%
6% 6% 12% 9% 10%

Urban population 2016 Families with kids 2016


Families with kids Urban/ Rural/ National Population
90%
86% 87%
79% 44%
54%
52%
56%
47% 51%
40%
80% 46%
73%
43%
39%
68%
58% 35%
34%
58% 21%
29%
51%
27%
22%
9%
3%

67%
59%
50%
35% 39% 38% 37%
32.0% 32%
25% 24% 26% 24% 24% 20% 20%
16% 16% 14%
13%
Families with kids

Urban/ Rural/ National Population


64%
69%
60%
57%
62%
56%
48%
48%
41%
33%
34%
32%
21%
21%
21%
21%
21%
20%

20%
21%
21%
19%
21%
19%
12%
7%
15%

Families with kids

Urban/ Rural/ National Population


19%
15%

10%
8%
10%
8%
8%
4%
7%
5%
5%
3%
3%
2%
3%
3%
3%
3%
3%
2%
2%
2%

81%
85%

Families with kids 2016 Urban population 2016


All urban Families with kids

Online 27% 31%

Offline 58% 62%

19% 8% 14% 80%


70% 75%
19% 9% 14% 76%
59% 68%
6% 3% 5% 19%
5% 19% 19%
6% 4% 18% 17%
17%
14% 9% 12% 19% 16% 18%
14% 10% 12% 18% 16%
13%

3% 3% 3%
3% 6% 6% 6%
4% 4% 7% 6% 7%
3%
8% 5% 5% 4%
7% 3% 5% 4%
5%
5%
5%

Families with kids

Urban/ Rural/ National population


31%
35% 27% 26%
31%
20%
29%
32% 25% 25%
31% 18%
28%
32% 23% 22%
27% 16%
25%
29% 22% 23%
29% 21%
22%
19%
24% 19%
22% 15%
22%
24%
22% 19%
27%
15% 16%
12%
20% 14%
16% 14% 14%
11%
18% 12%
15% 8% 11%
9%
14% 9%
12% 6% 10%
10%
10% 8%
6% 8%
9% 7%
Families with kids
Urban/ Rural/ National Population
50% 39% 44%
28% 34%
48%

49% 36% 43%


28% 39%
39%

42% 31% 37%


25% 33%
39%

34% 29% 32%


20% 24%
27%

29% 29% 29%


27% 22% 25%

22% 20% 20%


17% 22% 22%

20% 16% 19%


22% 12% 15%

19% 13% 15%


15% 14% 11%

11% 10% 9%
7% 7% 6%

6%
8% 7%
6% 8% 8%

Families with kids


Urban population 2016
Families with kids 2015

49% Families with kids 2016


45% 41% 40% 41%
36% 34% 36% 34% 32% 28%
30%
29% 27% 28% 26%
26% 28% 23% 25% 23%
22%21% 21%
20% 21% 19%
21%
16% 19%

58% 50% 59% 42% 51%


40% 58%
60% 53% 44% 51%
46%
19% 18% 19% 16% 18%
17%
19% 19% 22% 24% 23%
19%
10% 11% 11% 10% 12% 11%
11% 12% 10% 15% 13%
13%
6% 7% 6% 7% 7%
7% 5% 5% 5%
5% 7%
9%
7% 15% 7% 22% 14%
25% 9% 5% 13% 9%
5% 14%
Urban/ Rural/ National population
Families with kids
26% 24%
14% 19%
6%
28% 26%
13% 19% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

17% 15% 13%


10%
4%
12% 22% 19% 16% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

22% 20%
13% 16%
5%
13% 25% 23% 18% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

20% 20% 15%


10% 6%
11% 21% 18% 15% 5%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

10% 15% 14% 13%


5%
14% 4%
10% 15% 15%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

10% 18% 17% 14%


5%
18% 17% 15% 4%
10%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00
FAMILIES WITH KIDS| ENTERTAINMENT

51%
57% 5%
41%
5%
40%
43% 5%
39% 5%
29%
30%
22%
25%
28% 2%
27% 2%
23%
24% 2%
22% 2%
21%
20% 2%
20% 2%
20%
21% 2%
16% 2%
16% 1%
17%
15% 2%
16% 1%
16% 2%
15%
13%
15%
11%
12% Families with kids
8% 2016
16%
11% Families with kids
13% 2015
11%
9% Urban population
8%
10% 2016
All urban Families with kids

Online 34% 42%


Offline 49% 51%
Books 25% 25%

31% 36% 32% 20% 20% 20% 28% 27% 28%


6% 7% 7% 14% 10% 13%

33% 37% 33% 25% 25% 24%


11% 12% 13% 15% 15% 16% 15% 12% 14%

29% 31% 30% 35% 32% 33%


18% 19% 18% 11% 12% 11%
7% 5% 7%

Urban population 2016 Families with kids 2015 Families with kids 2016
8%
10%
7%
5%
6%
4%
5%
7%
5%
5%
4%
4%
5%
4%
4%
4%
3%
3%
3%
3%
3%
4%
3%
3%
3%
3%
2%
3%
2%
3%
2%
2%
2%
2%

Families with kids 2016 Families with kids 2015 Families with kids
Urban population 2016 Urban/ Rural/ National Population
22%
5%
5% 18%
5%
4% 14%
4%
12%
3%
3%
3% 12%
3%
11%
2%
3% 11%
3%
3% 11%
3%
3% 10%
3%
3% 8%
4%
4% 7%
3%
6%
3%
6%
3%
3%
3% 4%
2% 3%
2%
3%
1% 3%
2%
1%

Families with kids


Families with kids 2016 Families with kids 2015 Urban/ Rural/ National Population

Urban population 2016


No of books bought in last year
60% 52%

10% 13% 19% 19%


5% 7% 4% 6% 2% 3%

Book genre Buying place

42% 41%
47% 49%
35%
26% 30%
24%
19%
15%
19%
18% 17%
14%
14%
13% 15%
11%
13% 13%
5% 10%
8% 13%
8% 11%
7% 11%
7% 11%
6%
7% 6%
8%
15% 58%
16% 57%
48%
13% 48%
13%
26%
22%
25%
24% 23%
22%
38% 16%
40% 12%
7% 14%
13%
7%
12%
1% 13%
1% 11%
11%
Urban population 2016 Families with kids 2016 11%
12%
8%
6%
13% 7%
13% 6%
7%
18% 10%
17%
7%
7%
29%
29% 6%
5%
29% 5%
31% 5%
8% 2%
2%
8%
3%
2%
29% 28% 25% 23% 26% 31% 25%
21% 16%11% 22% 18%
15% 11% 10% 8% 2% 10% 4%
9%
2% 3% 7% 2% 6% 2% 7% 2% 5% 3%

11% 6%
11% 5%
10% 5%
5% 3%
4% 4%
4% 4%
5% 3%
3%
5% 3%
5% 2%
4% 2%
5% 2%
5% 2%
6%
5% Families with kids 2016 2%
5% Families with kids 2015 1%
6% 2%
5% 2%
5% Urban population 2016 1%
7% 2%
4% 1%
4% 1%
7% 1%
4% 1%
4% 1%
5% 2%
5% 1%
4% 1%
4% 2%
3% 1%
Activities practiced weekly

88%
87%
69%
56%
64%
67%
62%
58%
53%
49%
52%
48%
46%
44%
39%
37%
32%
27%
25%
25%
24%
20%
20%
20%
13%
12%
6%
6%
6%
5%
6%
6%
4%
4%
Among those who do play games on modern devices
Motivations (top 10)
(online, mobile phone, on PC, tablet etc):
86% 68%
80%
70%

61%
54% 47%
49%

45%
47% 45%
52%
43%
46% 44%
50%
14%
10%
43%
47%

Places (among those that play mobile) 40%


81% 43%
86%
40% 38%
43%
43%
22%
27%
12% 36%
15% 33%
6%
8% 31%
6% 40%
5%
2% 26%
2%
31%
Online Families with kids Online Urban population
Frequency of playing online (among Frequency of playing on the mobile
those that play online) phone (among those that play mobile)
17%
17% 14%
18%
18%
18% 23%
19%
16%
16% 19%
19%
11%
10% 11%
9%
6% 6%
6%
8%
21%
27% 16%
22%
6% 11%
3% 10%

Duration per session (among those that Duration per session (among those that
play online) play mobile)
33% 51%
39% 54%
34% 28%
29% 24%
17% 10%
18% 9%
6% 4%
5% 5%
4% 1%
2% 1%
1% 1%
0% 1%
1%
2% 0%
0%
1% 1%
0% 0%
4% 4%
2% 4%
94% 96%
Play online
Monthly pay for mobile games (among
1% 0.5% 5% 3% those that play mobile)
6%
4%

Monthly pay for online games 5%


8%
9% 3%
8%
3%
6%
7% 2%
6% 1%
7%
3% 84%
1% 84%
77%
76%

Info sources (among those that play Info sources (among those that play
online) mobile)
46% 38%
51% 42%
40% 33%
37% 35%
31%
23% 31%
25% 20%
20% 20%
20% 13%
10% 15%
15% 8%
5% 12%
5% 7%
5% 10%
9% 4%
5%
4% 3%
4%
3%
Ads in online gaming (among online players) Ads in mobile gaming (among mobile players)

12% 12%
12% 11%

17% 14%
17% 16%

17% 16%
20% 17%

17% 17%
20% 18%

10% 11%
12% 12%

10% 12%
11% 11%

46% 36%
37% 33%

37% 31%
38% 32%

39% 33%
35% 35%

21% 18%
21% 16%
Ads in online gaming (among online Ads in mobile gaming (among mobile
players) players)
27% 27%
28% 27%

27% 25%
24% 26%

27% 23%
30% 22%

25% 22%
27% 20%

25% 20%
24% 24%

23% 20%
22% 21%

22% 18%
11% 10%

21% 18%
25% 23%

21% 17%
17% 15%

15% 13%
17% 15%

15% 11%
17% 9%

34% 38%
34% 38%
Families with kids
Urban/ Rural/ NationalPopulation
13%
12%

62%
60%
40%
42%
13%
12%

Online Families with kids Online Urban population

Most often followed celebrities Most often followed professionals Most often followed regular people
28% 37%
17% 33% 27%
28% 24%
37% 23%
15% 26% 21%
11% 13% 23%
6% 13% 13%
5% 13%
6% 9% 13%
16% 8%
15%
4% 8%
3% 8% 9%
4% 8%
6% 7%
4% 9% 9%
3% 11%
2%
4% 2% 7%
2% 7%
Online Families with kids Online urban Population
Main shopper
Totally agree and agree with
75% 77%

75%
74%

Urban population 2016 69%


68%
Families with kids 2016
69%
69%
Most important deciding criteria
30% 59%
27%
56%
28%
25%
57%
23% 57%
23%
14% 53%
14% 56%
12%
12%
53%
6% 56%
6%
4% 41%
3%
39%
2%
1% 30%
1% 28%
2%
97% 98% 98% Shop
Urban population 2016

28% 22% 27% 20%


21% 19% 10% 11% 8% Families with kids 2016 and
interest for promotions

Families with kids 2016 and


no interest for promotions

Offline they shop weekly from


67%72%65%
48%54% 50% 48%50%45%
28%31% 28%
6% 7% 7% 5% 6% 6% 4% 6% 5%

Visited supermarkets in L3M Visited Electronics/ appliances stores in


Visited hypermarkets in L3M 63%
70% 71% L3M
79% 64%
73% 37% 37%
45% 42%
47% 42% 37%
54% 24%
49% 37%
44% 33%
41% 40% 29%
46% 31%
41% 39% 16%
35% 17%
16%
23% 25%
22% 23% 1%
22% 22% 3%
3%
17% 14%
21% 14%
17% 12%
9%
16% 8%
19% 8%
16% 5%
5%
5%
Average interest for BF 2016
Online users, 18-44, not single
Adult online users

1 2 3 4,8 5 6 7 1 2 3 4,7 5 6 7
Not at all Very Not at all Very
interested interested interested interested
29%
53%
25%
45%
24%
39%
22%
21%
18%
18%
14%
12%
1
18%
11%
30%
10%
18%
9%
21%
8%
11%
7%
7%
6%
10%
6%
3%
6%
7%
5%
9%
5%
11%
4%
1%
4%
11%
4%
10%
3%
8%
2%
11%
2%6%
2%
6%

Bought Intended to buy


Info sources Intended versus Used
84%
78%
36%
48%
34%
51%
31%
52%

23%
30%

18%
21%

17%
23%

13%
20%
9%
16% 94% Online retailers
9% 85%
15%
Bought Intended to buy
8%
12% 64%
57%
5% 53%
10% 47%
4% 37%
34% 33%
10%
27% 25%
1% 20%
4% 20% 18% 16%
15% 13%
9% 8% 8% 6% 8%
2% 6% 5% 5% 4% 4% 4%
4%
Bought Intended to buy
Black Friday vs. Easter
28%
53%
5%
45%
17%
39%
18%
30%
18%
21%
2%
21%
45%
18%
18%
1%
18%
12%
12%
6%
11%
10%
11%
1%
11%
11%
8% Intended to buy on Easter
10%
5% 2016
10%
2%
9% Intended to buy for BF 2015
2%
8%
7%
7%
7%
6%
1%
6%
3%
1%
1%
43%
They shop online from

19% 25%
10% 10%

Purchased products from Romanian online retailers Purchased products from foreign websites

9% 4%
7% 4%
6% 3%
5% 3%
6% 2%
3% 2%
6% 1%
4%
2%
6%
4% 1%
1%
4%
2% 1%
1%
3%
2% 1%
2% 1%
2%
1%
2% 1%
2%
1%
1%
1%
1%
1% 1%
1% 1%

98%
98%
96%
74%
78%
66%
49%
67%
37%
42%
48%
34%
41%
32%
32%
31%
38%
18%
25%
29%
23%
20%
23%
17%
17%
20%
12%
13%
10%
13%
12%
10%
10%
12%
9%
9%
12%
9%12%
9%
7%
8%
35% 61%
31%
36%
5% 58%
3%
34%
15% 57%
22%
16% 28%
20% 53%
32%
13%
10% 49%
7% 23%
4% 40%
8% 29%
6% 38%
16%
37%
22%
34%
32% 33%
24%
8% 29%
21% 15%
16% 27%
25%
19%
15% 22%
8% 15%
24% 10%
11% 7%
68% 83%

66% 76%

33% 56%

39% 56%

54%
49%

39% 54%

37% 50%
43%
34%
43%
27%
37%
35%
35%
23%
33%
26%
31%
15%
31%
18%
30%
23%
24%
17%
19%
14%
17%
18%
17%
11%
15%
14%
47%
25%
46%
22%
45%
24%
44%
35%
32%
21%
30%
25%
22%
13%
16%
10%
14%
6%
14%
12%
12%
8%
11%
7%
10%
5%
7%
11%
3%
5%
3%
5%
83%
88%
51%

47%
57%
27%

49%
48%
23%

46%
53%
22%

46%
54%
20%

39%
43%
17%

41%
52%
17%

19%
16%
9%
Teens
Urban/ Rural/ National population
84%
81%

12%
13%

88%
85%

77%
71%

9%
12%

1%
1%

25%
16%

0.4%
0%

Teens National
54%

23%

38%
17%

38%
17%

21%
8%

15%
8%
All urban Teens

Online overall 39% 70%

Watch TV Offline 87% 79%

4% 13%
5% 33%
3% 11%
8% 17%
5% 12%
8% 17%
5% 7%
10% 5%
11% 6%
15% 5%
35% 14%
44% 12% 34% 29%
28% 29% 22% 21% 24% 26%
6% 6% 19% 14%
3% 9% 11%
3%

Urban population 2016 Teens 2016


Ratings
86% 90%
100% 94%
56%
52% 63%
78% 43%
44%
80%
100% 40%
35%
68% 44%
89% 32%
27%
58% 30%
74%
35%
28%
21%
22%
9%
11%

67%
59%
50%
35% 39% 38% 37%
32.0% 32%
25% 24% 26% 24% 24% 20% 20%
16% 16% 14%
13%
64%
69%
60%

57%
62%
56%

48%
48%
41%

33%
34%
32%
21%
21%
21%
21%
21%
20%
20%
21%
21%
19%
21%
19%
12%
7%
15%
16%
15%

9%
8%
10%
8%
3%
4%
4%
5%
6%
3%
3%
2%
4%
3%
2%
3%
2%
2%
3%
2%

84%
85%

Teens 2016 Urban population 2016


All urban Teens

Online 27% 47%

Offline 58% 44%

58%
33% 24% 29% 65% 50% 68%
19% 76% 59%
9% 14%
42% 39%
20% 14% 17% 37% 17%
6% 4% 5% 18% 17%

28% 33%
40% 35% 38% 37%
14% 12% 18% 13% 16%
10%

12% 12% 12% 19% 10% 15%


4% 3% 4% 7% 6% 7%

19% 11% 15% 16% 11% 13%


3% 5% 5% 5%
7% 5%
52% 41% 46%
31% 26%
20%
51% 32% 42%
31% 18% 25%

24% 20% 22%


22% 15% 19%
17% 15% 16%
27% 16% 22%
16% 12% 14%
29% 15% 23%

15% 10% 11%


16% 21% 12%

9% 9%
8% 11%
15% 6%

8% 9%
12%
6% 24%
8%
7%
7% 5% 9%
27% 6%
5% 5%
5% 4%
6% 14%
59% 58% 59%
39% 28% 34%
55% 50% 53%
39% 25% 33%
24% 31% 28%
48% 22% 25%
20% 22%
24% 39%
27% 28%

19% 16% 17%


17% 12% 15%
14% 13% 13%
27% 20% 24%

9% 6% 7%
15% 8% 11%
5% 4%
6%
6% 7% 22%

4% 4% 4%
5%
22% 22%

2% 4% 4%
3%
7% 4%
Urban population 2016
Teens 2015
Teens 2016

42%
41%
33% 34% 34%

21% 27% 26%


19% 23%
20% 21% 18% 20% 19% 16%
16%
14% 14% 13%14% 12% 13% 12%

40% 50% 42% 51%


58% 45% 59% 40%
53% 36% 56% 26%
17% 18% 16% 18%
19% 24% 19% 22%
21% 27% 18% 26%
11% 11% 12% 11%
10% 13% 10% 10%
15% 11% 7% 13%
7% 7% 7% 7%
6% 11% 6% 14%
9% 12% 13% 15%
15% 14%
7% 25% 8% 7% 22% 14%
3% 14% 6% 21%
26% 24%
14% 19%
6%
7% 10% 9% 9% 4%
05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

17% 15% 13%


10%
4%
8% 7% 10% 8% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

22% 20%
13% 16%
5%
8% 9% 9% 9% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

20% 20% 15%


10% 6%
2% 6% 8% 3% 3%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

10% 15% 14% 13%


5%
12% 13% 11% 8% 1%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

10% 18% 17% 14%


5%
7% 9% 9% 5% 2%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00
51%
60% 7%
41% 5%
34%
42% 6%
15% 5%
27%
26%
27%
24%
30% 2%
11%
2%
23%
16%23% 3%
2%
20%
30% 5%
15% 2%
18%
19% 3%
22% 2%
15% 2%
6%
16% 2%
14%
17% 2%
2%
39%
12%
14%
22%
11% Teens 2016
13%
20%
9% Teens 2015
14%
11%
9% Urban population
16%
10% 2016
All urban Teens

Online 34% 42%


Offline 49% 30%
Books 25% 28%

31% 36% 32% 20% 20% 20% 28% 27% 28%


6% 7% 7% 14% 10% 13%

33% 24%
19% 15% 13% 14% 25% 27% 34% 15%
26% 26%
11% 9% 5%

29% 23% 27% 35% 30% 31%


9% 10% 18% 22% 18% 11% 14% 12%
7%

Urban population 2016 Teens 2015 Teens 2016


5%
9%
1%
4%
3%
3%
3%
7%
3%
3%
7%
3%
2%
4%
3%
5%
2%
2%
4%
2%
2%
2%
2%
3%
2%
2%
4%

Teens 2016
Teens 2015
Urban population 2016
1%
1%
1%
1%
1%
1%
2%
3%
1%
2%
3%
1%
2%
1%
1%
3%
2%
3%
3%
2%
3%
4%
3%
5%
4%
3%
4%

Teens 2016
Teens 2015
Urban population 2016
No of books bought in last year
60% 58%

11% 19% 20%


5% 4% 4% 4% 10% 2% 3%

Book genre Buying place

52%
49% 49%
47%
30%
22% 30%
24%
16%
16% 14%
18% 10%
11%
12%
8% 9%
15%
11%
13% 9%
10%
8% 8%
7% 11%

6% 7%
5% 11%
4%
5% 6%
8%
15% 68%
14% 57%
68%
13% 48%
21%
40%
22%
25%
25% 38%
13%
38% 30%
34% 22%
7% 25%
12%
6%
25%
1% 10%
1% 21%
13%
Urban population 2016 Teens 2016 18%
2%
17%
11%
13% 14%
19% 12%
10%
18% 6%
22%
10%
7%
29%
35% 9%
6%
29% 7%
18% 5%
8% 6%
5%
6%
3%
1%
28% 31% 26% 25%
13% 20% 20% 20% 19% 16% 16% 16% 22% 21% 18% 16%
12% 6% 4% 7% 4% 6% 4% 7% 4% 6% 4% 6% 4% 11% 8% 10%4% 7% 6%
2% 2% 4% 5%3% 7% 2%

20% 8%
20% 11%
10% 5%
12% 6%
16% 6%
4%
12% 1%
15% 5%
8% 5%
11% 2%
15%
4% 4%
9% 4%
14% 1%
4%
4%
9% 7%
5% Teens 2016 2%
8% 4%
16% Teens 2015 5%
5% 1%
8% Urban population 2016 3%
13% 7%
2%
3%
7%
5% 3%
8%
7% 2%
11%
5% 3%
6% 5%
13% 1%
6%
3%
6% 6%
11% 1%
3%
Activities practiced weekly

79%
87%

56% 73%

70%
67%
49%57%

27% 47%
44%
58%
28%
25%
27% 37%
26%
48%
24% 44%
22%
20%
15%
12%
14%
6%
14%
20%
9%
5%
4%8%
7%
6%
93%
94%

71%
77%

70%
62%

64%
68%

40%
34%

Teens Urban population


66%
62%

100%
78%

100%
86%

Online Teens Online Urban population

Most often followed celebrities Most often followed professionals Most often followed regular people

64%
85%100% 57% 98%
78%
69% 91% 56%
49% 58%
65%76% 49%
50%
70% 46% 56%
59% 46%
66% 49%
59% 47% 53%
48%
64% 48%
60% 57% 48%
64% 43%
57% 48%
54% 48%
64% 43%
62% 43%
57% 46% 43%
55% 45%
Online Teens Online urban Population
Main shopper
Totally agree and agree with
68%
32%
71%
74%

66%
69%
Urban population 2016 Teens 2016
63%
68%
Most important deciding criteria
22% 62%
27% 57%
22%
25%
56%
21% 56%
23%
16% 55%
14% 56%
12%
12%
53%
6% 39%
6%
5% 49%
3% 56%
1%
1% 29%
2% 28%
2%
97% 97% 97% Shop
Urban population 2016

35% 35% 33% 34%


21% 19% 21% 21%
10% Teens 2016 and interest for
promotions

Teens 2016 and no interest


for promotions

Offline they shop weekly from


68% 65%
68%
38%44% 50% 42%48%45%
26%31% 28%
11% 8% 7% 10% 9% 6% 7% 7% 5%

Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances stores in
62%
65% 69% L3M
73% 64% 6%
73%
42%51% 4%
42% 3%
45%
56% 23%
49% 40%50% 25%
40% 16%
37% 35%
44% 29%
41% 32% 35%
35% 29%
21% 21% 38%
23% 23% 38%
22% 22% 37%
19% 16%
17%
20% 12%
16% 10%
11%
19% 8%
20%
17% 7%
5%7%
40%
30%

16%

35%

7%
9%

2%

0%

36%

26%
They shop online from

34%
19% 21%
10%

Purchased products from Romanian online retailers Purchased products from foreign
websites
14% 7%
7% 4%
11% 4%
5% 3%
6% 4%
4% 2%
5% 4%
4%
2%
5%
3% 3%
1%
3%
2% 3%
3% 1%
2% 2%
2% 1%
2%
2%
2% 1%
1%
2%
2%
2% 1%
1% 2%
1% 1%

93%
95%
96%
55%
63%
66%
47%
42%
32%
42% 58%
37%
40% 49%
34%
24%
29%
23%
21%27%
18%
20%
21%
17%
20%
18%
12%
16%
12%
10%
9%14%
9%
14%
12%
9%
13%
8%
8%
12%
9%
13%
49%
35%
46%
24%
45%
25%
38%
25%
36%
22%
30%
21%
25%
13%
23%
12%
16%
11%
16%
10%
15%
8%
13%
6%
12%
7%
10%
5%
9%
5%
9%
5%
30%
31%
66%
2% 34%
3%
63%
14% 32%
22%
60%
21% 36%
20%
56%
15% 28%
10%
52%
6% 29%
4% 47%
10% 23%
6% 46%
24%
45%
30% 22%
32% 36%
8% 19%
21% 35%
16%
25% 32%
25%
15%
14% 32%
8% 15%
22% 15%
11% 7%
67%
62%
64%
55%
48%
52%
41%
33%
38%
35%
37%
33%
37%
33%
24%
19%
19%
11%
17%
21%
15%
10%
12%
12%
12%
9%
11%
8%
10%
9%
8%
5%
6%
6%
6%
11%
0%
1%
78%
79%
51%
41%
50%
27%
36%
46%
22%
38%
46%
20%

47%
42%
23%

36%
42%
17%

31%
37%
17%
12%
11%
9%
Single Youth Urban/Rural/National Population
Single Youth
Urban/ Rural/ National Population
39
17 62%
47%
32%
41%
31%
34%
22%
10% 28%
29%
20%
27%
11% 26%
10%
8%
5% 6%
2% 5%
2% 12%
1% 3%
1% 3%

1%
1%

0%
0%
49%

23%

36%
17%

36%
17%

18%
8%

14%
8%
All urban Single Youth

Online overall 39% 71%

Watch TV Offline 87% 78%

4% 13%
6% 34%
3% 11%
6% 18%
5% 12%
8% 15%
5% 7%
9% 8%
11% 6%
16% 5%
35% 14%
9% 37%
45% 30% 28% 28% 24% 26%
22% 21% 19%
6% 6% 9% 10%
5% 9%
6%

Urban population 2016 Single Youth 2016


86% 90%
99% 95%

56%
52% 70%
55% 43%
62%

80% 44%
99% 45%
40%
44%
68%
89% 35%
40%

58% 27%
39%
69%
21%
21%
9%
13%

67%
59%
50%
35% 39% 38% 37%
32.0% 32%
25% 24% 26% 24% 24% 20% 20%
16% 16% 14%
13%
Single Youth 2016
Urban/Rural/National Population
68%
75%
60%
56%
65%
56%
39%
45%
41%

34%
35%
32%

31%
33%
21%

30%
37%
19%
23%
23%
21%

13%
14%
20%

13%
6%
15%

Single Youth
Urban/Rural/National Population
16%
15%

8%
8%
7%
8%
5%
5%
4%
3%
3%
3%
3%
3%
3%
4%
3%
2%
2%
2%
2%
2%

84%
85%

Single Youth 2016 Urban population 2016


All urban Single Youth

Online 27% 51%

Offline 58% 55%

30% 16% 26% 59%


9% 74% 69%
19% 14% 76%
59% 68%
9% 7% 8%
6% 4% 5% 25% 22% 24%
18% 17%
17%
23% 19% 21%
14% 10% 19% 16% 18%
12% 18% 16%
13%
6% 7% 7%
4% 3% 4% 11% 11% 11%
7% 6% 7%
3%
9% 7%
7% 3% 5% 7% 4% 6%
5% 5%
5%

Single Youth

Urban/ Rural/ National population


45% 37% 42%
20% 26%
31%

43% 27% 38%


25%
31% 18%

23% 24% 22%


19%
16% 15%
22% 15% 20%
29% 16% 12%

21% 14% 19%


27% 22%
8%

21% 11% 18%


22% 23%
15%
10%
16% 14%
15% 21% 11%

10% 9% 10%
12% 9%
6%

9% 8% 9%
6% 6% 24%

8% 5%
27% 7%
7% 4%

Single Youth

Urban/Rural/ National population


Single Youth

Urban/ Rural/ National


population
Single Youth Urban/ Rural/ National population
Urban population 2016
Single Youth 2015

53% Single Youth 2016

41% 41%
34%
29% 34% 32% 34% 29%
27% 27% 25% 23% 22% 26%
23% 24%23% 23%
21% 20% 20% 21% 19%
18% 16% 17% 16%15%17%

40% 50% 42% 51%


58% 36% 45% 59%
50% 52% 42% 49%

19% 17% 18% 16% 18%


25% 25% 19%
25% 23% 18% 21%
10% 11% 11% 10% 12% 11%
12% 10% 11% 13% 16% 14%
6% 7% 7% 6% 7%
8% 10% 7%
12% 6% 6% 6%
7% 15% 7% 14%
5% 25% 22%
16% 9% 7% 10%
18%
26% 21% 24%
24% 19% 17%
8%
14% 6%
6%
05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

6%
17% 18% 15% 14% 13% 11% 4%
10%
5%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

20% 20% 20%


22% 16% 15%
8% 5%
5%
13%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

20% 20% 15%


20% 13% 6%
10% 13%
6% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

4% 15% 16% 14%


11% 13% 14% 5%
10% 2%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

5% 18% 14% 17% 17% 14% 13% 3%


5%
10%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00
50%
62% 8%
41%
34% 5%
37% 8%
15% 5%
25%
28%
27%
25%
33% 5%
11% 2%
23%
27% 3%
15% 2%
23%
26% 3%
39% 2%
21%
23% 3%
22%
2%
21%
24% 3%
22% 2%
18% 3%
23% 2%
16%
16%
18%
20%

15% Single Youth 2016


17%
10%
15% Single Youth 2015
20%
11%
13% Urban population
5%
16% 2016
All urban Single Youth

Online 34% 54%


Offline 49% 39%
Books 25% 25%

31% 32% 26% 20% 19% 21% 28% 31% 31%


6% 4% 3% 14% 13% 17%

33% 28% 27% 25% 28% 29%


11% 8% 7% 15% 19% 16% 15% 16% 20%

29% 29% 33% 35% 34% 29%


18% 18% 20% 11% 14% 11%
7% 5% 6%

Urban population 2016 Single Youth 2015 Single Youth 2016


4%
4%
3%
3%
7%
3%
3%
3%
2%
3%
7%
2%
2%
4%
2%
2%
4%
2%
2%
2%
2%
2%
1%
2%
2%
4%
2%
1%
1%

Single Youth 2016 Single Youth


Urban/ Rural/ National population
Single Youth 2015
Urban population 2016
4% 4% 4%
4% 3% 5%
3%
3%
4% 5% 4%
5% 5% 4%
5% 4%
3% 8% 7%
3% 5% 8%
4% 9% 6%
3% 8% 7%
4% 6%
3% 14% 11%
6%
2% 12% 11%
3% 17% 8%
3% 9% 12%
2% 12% 12%
8% 14%
14%
2% 10%
2% 14% 10% 12%
2% 15% 12% 15%
3%
1% 15% 11% 13%
17% 11% 16%
1%
1%
22% 14% 21%
1% 23% 16% 23%
2%
2%
26% 21% 22%
1% 26% 20%
1% 16%
1%

Single Youth
Single Youth 2016
Single Youth 2015 Urban/Rural/ National Population
Urban population 2016
No of books bought in last year
60% 58%

12% 19% 19%


5% 5% 4% 5% 10% 2% 2%

Book genre Buying place


47%
47% 47%
49%
20%
24% 31%
30%
20% 18%
18% 14%
14%
16% 11%
13%
12%
10% 11%
8% 11%
8% 15%
8% 11%
11%
6%
7% 10%
10%
4% 6%
5% 6%
15%
14% 66%
48%
13% 64%
15% 57%
25% 34%
22%
29%
32%
38% 13%
34%
26%
22%
7%
7% 21%
10%
1%
1% 18%
13%

Urban population 2016 Single Youth 2016 18%


12%
15%
12%

13% 14%
11%
15%
11%
18% 6%
23%
10%
7%
29%
31% 10%
6%
29%
22% 9%
6%
8% 7%
7% 5%

3%
2%
34% 31%
24% 27% 20% 26% 25%
16% 18% 17% 16%11% 22% 18%
7% 3% 10% 7% 6% 4% 6% 4% 8% 2% 10% 4% 7% 2% 5% 3%

19% 11%
19% 12%
10% 5%
12% 9%
14% 9%
5% 4%
8% 6%
8% 5%
5% 3%
8% 4%
9% 4%
4% 2%
8% 4%
9% 3%
3% Single Youth 2016 2%
8% 4%
9% Single Youth 2015 4%
5% 2%
8% Urban population 2016 3%
8% 4%
4% 1%
8% 3%
7% 3%
4% 1%
7% 3%
6% 3%
5% 1%
7% 2%
6% 2%
5% 1%
Activities practiced weekly

78%
87%
78%
56%
67%
67%
58%
49%
55%
58%
41%
27%
37%
48%
33% 44%
30%
37%
25%
25%
22%
20%
16%
20%
15%
12%

6%11%
7%
4%
7%
5%
7%
6%
Motivations (top 10)

76% 72%
80% 70%

53%
46% 59%
52%
52%
54% 52%
50%
39%
47% 47%
43%
10%
10%
47%
49%

Places (among those that play mobile) 46%


88% 47%
86%
45% 45%
43%
40%
29%
27%
15% 41%
15% 43%

10%
8%
41%
7% 34%
5%
3% 36%
2%
33%
Online Single Youth Online Urban population
Frequency of playing online (among Frequency of playing on the mobile
those that play online) phone (among those that play mobile)
17% 17%
20%
18%
18%
18% 13%
21%
16%
16% 17%
15%
11%
10% 9%
9%
6%
6% 5%
5% 21%
27% 26%
26%
11%
6% 11%
7%

Duration per session (among those that Duration per session (among those that
play online) play mobile)
33% 51%
29% 52%
34% 28%
33% 25%
17% 10%
16% 10%
6% 4%
9% 5%
4% 1%
5% 1%
1% 1%
0% 3%
1% 0%
1% 1%
1% 1%
3% 0%
4% 4%
4% 3%
94% 91%
Play online
Monthly pay for mobile games (among
2% 5% 7% those that play mobile)
1%

6%
6%

Monthly pay for online games 5%


3%
9% 3%
9%
4%
6%
7% 2%
6% 3%
8%
3% 84%
2% 84%
77%
74%

Info sources (among those that play Info sources (among those that play
online) mobile)
41%
50% 35%
37%
45% 38%
51% 42%
27% 37%
25% 31%
18%
21% 20%
20% 16%
13% 10%
9% 15%
13% 15%
15% 11%
12%
7% 5%
5% 5%
4% 3%
4% 3%
Ads in online gaming (among online players) Ads in mobile gaming (among mobile players)

12% 11%
12% 11%

17% 14%
17% 16%

17% 15%
20% 17%

19% 17%
20% 18%

11% 12%
12% 12%

12% 11%
11% 11%

31% 31%
37% 33%

35% 30%
38% 32%

38% 36%
35% 35%

19% 14%
21% 16%
Ads in online gaming (among online Ads in mobile gaming (among mobile
players) players)
31% 28%
30% 27%
28% 26%
27% 23%

27% 23%
28% 24%

25% 23%
25% 26%

22% 19%
17% 22%

21% 19%
24% 16%

20% 17%
24% 15%

18% 16%
17% 21%

18% 14%
17% 20%

17% 14%
12% 10%

15% 13%
22% 15%

34% 39%
34% 38%
Single Youth 2016

Urban/ Rural/ National Population 2016


12%
12%

46%
42%
60%
60%
18%
19%

Online Single Youth Online Urban population

Most often followed celebrities Most often followed professionals Most often followed regular people
34%
37% 32% 22%
21% 33% 24%
16% 28% 20%
21% 26% 23%
17% 12%
10% 9% 16%
11% 15%
10% 9%
6% 13% 14%
13%
3% 8%
3% 12%
8%
0% 11%
5% 7%
0% 8% 11%
3% 7%
3%
0% 2% 5%
2% 8%
Online Single Youth Online urban Population
Main shopper
Totally agree and agree with
75% 69%

72%
74%

Urban population 2016 67%


68%
Single Youth 2016
66%
69%
Most important deciding criteria
26% 59%
27% 57%
26%
25% 57%
16% 56%
23%
15% 52%
14% 56%
13%
12%
51%
5% 39%
6%
3% 48%
3% 56%
2%
2%
34%
1% 28%
1%
Shop
97% 98% 98% Urban population 2016

37% 33%
21% 34% 19% 31% 21% 23%
10% Single Youth 2016 and
interest for promotions

Single Youth 2016 and no


interest for promotions

Offline they shop weekly from


64% 67% 65%
51%52% 45% 41% 50%
38% 32% 37% 28%
10% 9% 7% 8% 7% 6% 6% 6% 5%

Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances stores in
65% L3M
70%
72% 64%
78% 44%
73% 45%
46% 50%
42% 37%
54%
61% 36% 33%
49% 45% 34%
40% 29%
49% 40%
55% 24%
41% 39% 28%
35% 16%
29%
29% 30% 7%
30% 5%
22% 22% 3%
18%
19% 17%
21% 12%
16% 9%
10%
24% 8%
20% 7%
17%
7%
5%
Average interest for BF 2016
Online users, 18-34, single Adult online users

1 2 3 4,7 5 6 7 1 2 3 4,7 5 6 7
Not at all Very Not at all Very
interested interested interested interested
Intended to buy versus bought
24% 44%
24%39%
22%
22%
19% 45%
18%
23%
16%
18%
15%
19%
13%
28%
10%
9%
9%20%
7%
12%
5%
8%
5%
8%
4%
1%
3%
7%
3%
8%
3%
19%
3%
8%
3%
5%
2%
6%
2%
5%
1%
8%
1%
8%
0%
4%

Bought Intended to buy


Info sources Intended versus Used
82%
88%
33%
51%
29%
43%
24%
36%
21%
31%
21%
42%

15%
14%
14%
23%
10% 95%
21%
Online retailers
Bought Intended to buy
9% 75%
19% 66%
7% 53%
16% 48%
42% 43% 41% 37%
3% 28%
7% 24% 18% 20%
19% 14% 16% 15%
2% 14% 13% 10% 10% 9%
5% 9% 8% 4%
9% 4% 3% 3% 3%
2%
6%

Bought Intended to buy


Black Friday vs. Easter

21% 45%
41%
44%
7% 39%
16% 28%
23% 48%
2% 22%
5% 20%
5% 19%
11%
19%
18%
2% 12%
9%
4%
8%
8%
5%8%

8% 18%
2% 8%

8%
6%
7%
1% Intended to buy on Easter
6%
6% 2016
5%
5% Intended to buy for BF 2015
5%
4%
1%
1%
40%
They shop online from

33%
19% 21%
10%

Purchased products from foreign Purchased products from Romanian


websites online retailers
8% 13%
4% 7%
6% 9%
3% 5%
4% 8%
2% 4%
4% 7%
2%
4%
3% 5%
1% 3%
2% 5%
1% 2%
2% 4%
1% 2%
2% 3%
1% 2%
2% 3%
1% 2%
2% 2%
1% 1%

Single Youth 2016 Urban population 2016


97%
98%
96%
68%
71%
66%
38%
49%
37%
36%
32%
32%
35%
45%
34%
24%
27%
23%
19%
16%
17%
17%
21%
18%
14%
9%13%
13%
11%
12%
11%
8%
10%
9%
6%
9%
9%
6%
9%
8%
5%
8%
37%
35%
26%
25%
25%
25%
24%
24%
21%
21%
20%
22%
14%
13%
13%
11%
12%
12%
10%
10%
8%
8%
7%
7%
6%
5%
5%
6%
5%
5%
5%
5%
32% 32%
31% 36%
3%
3% 30%
34%
24%
22% 29%
32%
21%
20% 28%
29%
10%
10% 23%
28%
4%
4% 23%
6% 24%
6%
20%
23%
20%
32% 22%
32%
18%
19%
21%
21%
13%
29% 15%
25% 13%
15%
7%
8% 12%
16%
9%
11% 6%
7%
66%
62%
58%
55%
57%
52%
40%
33%
37%
35%
37%
33%
36%
33%
25%
21%
19%
19%
11%
12%
11%
11%
11%
9%
10%
9%
10%
10%
10%
8%
8%
11%
7%
6%
5%
5%
1%
1%
49%
43%
51%

26%
26%
27%

20%
17%
23%

19%
19%
20%

15%
14%
17%

14%
14%
17%

20%
23%
22%

7%
8%
9%
Families without kids

Urban/Rural/National Population
Families without kids

Urban/ Rural/ National Population


35

17

54%
47%
40%
41%
35%
34%
28%
28%
10% 29%
19% 26%
11% 26%
10% 7%
5% 12%
4% 6%
2% 6%

1% 2%
1% 3%
1%
1%
0%
0%
19%
23%

15%
17%

15%
17%

8%
8%

6%
8%
All urban Families without kids

Online overall 39% 37%

Watch TV offline 87% 90%

4% 13%
3% 11%
3% 11%
3% 10%
5% 12%
4% 12%
5% 7%
5% 8%
11% 6%
12% 8%
35% 14%
38% 16% 28% 30% 22% 23% 21% 22% 26% 21%
6% 6% 19% 19%
9% 10%
7% 7%

Urban population 2016 Families without kids 2016


Families without kids Urban/ Rural/ National Population
86% 90%
84% 85%

56%
54%
52%
51% 44%
35%

80% 35%
33%
72%
40%
29%
68%
62% 43%
25%
27%
58%
24%
53%
9%
16%
21%
12%

67%
59%
50%
35% 39% 38% 37%
32.0% 32%
25% 24% 26% 24% 24% 20% 20%
16% 16% 14%
13%
Families without kids

Urban/Rural/National
Population
61%
66%
60%

57%
62%
56%

44%
49%
41%

33%
38%
32%

21%
22%
21%

20%
22%
20%

20%
24%
21%

17%
19%
19%

14%
9%
15%
15%
15%

9%
8%
8%
8%
5%
5%
3%
3%
2%
4%
2%
2%
2%
2%
2%
3%
2%
2%
2%
3%

85%
85%

Families without kids 2016 Urban population 2016


All urban Families without kids

Online 27% 27%

Offline 58% 61%

81% 67% 76%


21% 10% 17%
14% 76% 59% 68%
19% 9%
16% 23% 19%
5% 3% 4% 17%
6% 5% 18% 17%
4%
19% 12% 17%
11% 9% 10% 16%
14% 12% 18% 13%
10%
6% 7% 6%
4% 2% 3% 7%
4% 4% 7% 6%
3%
4% 4%
7% 4% 6% 3% 5%
7% 5% 5% 5%
3%
34% 24%
27% 30%
21% 22%

34% 23% 29%


31% 16% 26%

33% 22% 28%


29% 18% 25%

33% 20% 28%


31% 20% 23%

28% 19% 27%


27% 15% 24%

24% 18% 22%


22% 15% 19%

21% 15% 15%


15% 14% 11%

19% 9% 15%
16% 8% 12%

16% 9% 12%
12% 7% 9%

12% 8% 11%
9% 8% 10%

Families without kids

Urban/Rural/National Population
47%
54% 35% 39%
48% 28%
37%
41% 33%
31%
39% 20%
36%
40% 30% 34%
39% 28%
33%
34% 30% 24%
27% 25%
30%
32% 27% 25%
27% 22%

24% 25%
27% 22%
22% 22%

19% 17%
15%
15% 15%
12%

19% 15%
13% 11%
17% 14%

10% 8%
11% 6%
7% 7%

7% 9% 8%
5% 5%
7%
Urban population 2016

50% Families without kids 2015


44% 43% 43% Families without kids 2016
41% 37%
38%
34% 34% 32% 32%
30% 27% 28% 29% 29%
26%26% 24% 24%
23% 24% 23%22% 19% 22% 20% 21%
20% 19%

40% 59% 42% 51%


58% 50%

17% 19% 16% 18%


19% 18%

10% 12% 11%


10% 11% 11%

6% 7% 7%
6% 7% 7%

7% 22%
7% 25% 14%
15%

Urban/Rural/National
Population
Families without kids
29% 28% 22%
15%
6%
14% 26% 24% 6%
19%
05:00-07:00 07:00-09:59 10:00-17:00 17:00-20:00 20:00-05:00

12% 19% 18% 15%


4%
10% 17% 15% 13% 4%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

25% 24% 19%


14% 5%
13%
22% 20% 16% 5%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

11% 20% 21% 17%


5%
10% 20% 20% 15% 6%

05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

24% 23% 21%


13% 7%
10% 15% 14% 13% 5%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00

12% 22% 22% 19%


6%
10% 18% 17% 14% 5%
05:00-07:00 07:00-10:00 10:00-17:00 17:00-20:00 20:00-05:00
43%
44%
41%
42% 4%
5%
52%
39%
5%
26% 5%
32%
27%
24%
26%
22% 2%
2%
23%
26%
22% 2%
2%
22%
23%
20% 2%
2%
17%
16% 2%
16% 2%
15%
16% 2%
15% 2%
12% 2%
13%
15% 2%
11%
13%
11% Families without
kids 2016
10%
10%
10% Families without
kids 2015
10%
12%
11% Urban population
2016
16%
9%
16%
All urban Families without kids

Online 34% 37%


Offline 49% 53%
Books 25% 25%

31% 37% 34% 20% 20% 20% 28% 25% 26%


6% 7% 6% 14% 11% 13%

33% 37% 36% 25% 22% 24%


11% 13% 12% 15% 16% 15% 15% 12% 13%

29% 30% 29% 35% 32% 34%


18% 19% 18% 11% 13% 12%
7% 7% 7%

Urban population 2016 Families without kids 2015 Families without kids 2016
2%
2%
2%
2%
3%
2%
2%
3%
2%
3%
4%
3%
3%
5%
3%
5%
6%
4%
5%
5%
4%
5%
6%
4%
7%
7%
8%
11%
7%
Families without kids 2016
Families without kids 2015
Urban population 2016
6%
7%
5%
4%
4%
4%
4%
4%
4%
3%
4%
3%
3%
3%
3%
3%
3%
3%
2%
3%
3%
2%
3%
2%
1%
2%
1%
1%
2%
1%

Fmilies without kids 2016


Families without kids
Families without kids 2015
Urban population Urban/Rural/National Population
No of books bought in last year
60% 59%

10% 10% 19% 20%


5% 5% 4% 4% 2% 2%

Book genre Buying place

46% 48%
49%
47%
30%
26% 30%
24%
16%
18% 15%
18%
12%
14%
14%
13% 12%
11%
8%
8% 11%
11%
8% 10%
8%
10%
7% 10%
11%
7%
7%
4% 6%
5%
15% 54%
17% 57%
45%
13% 48%
12% 21%
13%
25%
23% 21%
22%
38% 21%
40% 22%
7% 18%
10%
7%
13%
1% 13%
1% 12%
12%
Urban population 2016 Families without kids 2016 11%
12%
9%
11%
13% 7%
12% 6%
6%
18% 7%
17% 5%
5%
29%
29% 5%
6%
29% 5%
30% 2%
5%
8% 5%
9%
3%
2%
31% 26% 25% 31% 26%
22% 19% 25% 22% 18%
17%
12% 11% 16%11% 10% 4%
9% 3% 7% 2% 5% 3% 8% 2% 7% 2% 5% 3%
2%

8% 3%
9% 3%
10% 4%
5% 2%
5% Families without kids 1%
5% 1%
5% 2016 2%
6% 2%
5% Families without kids 2%
5% 2015 2%
3% 2%
5% 2%
Urban population 2016
5% 1%
6% 1%
4% 1%
5% 1%
5% 1%
5% 2%
4% 1%
4% 2%
4% 1%
4% 1%
5% 2%
5% 2%
4% 1%
4% 1%
4% 1%
4% 1%
3% 1%
4% 1%
Activities practiced weekly

90%
87%
65%
67%
61%
58%
58%
56%
51%
48%
49%
49%
48%
44%
40%
37%
26%
27%
25%
25%
22%
20%
21%
20%
12%
12%
6%
6%
6%
6%
5%
5%
4%
4%
Among those who do play games on modern devices
Motivations (top 10)
(online, mobile phone, on PC, tablet etc):
80% 62%
80%
70%
64%
54% 48%
50%
51%
46% 47%
43%
48%
47% 47%
49%
7%
10%
43%
47%

Places (among those that play mobile) 43%


85% 52%
86%
37% 42%
43%
43%
24%
27%
17% 36%
15% 40%

7%
8%
32%
5% 33%
5%
1% 30%
2%
31%
Online Families without kids Online Urban population
Frequency of playing online (among Frequency of playing on the mobile
those that play online) phone (among those that play mobile)
17%
17% 15%
16%
18%
18% 20%
19%
16%
16% 20%
17%
11%
10% 12%
13%
6%
6% 5%
7%
21%
27% 19%
22%
11%
6%
6% 9%

Duration per session (among those that Duration per session (among those that
play online) play mobile)
33% 51%
25% 44%
34% 28%
39% 33%
17% 10%
20% 11%
6% 4%
5% 4%
4% 1%
5% 2%
1% 1%
2% 1%
1%
1% 0%
0%
1%
1% 1%
1%
4% 4%
2% 5%
94% 96%
Play online
Monthly pay for mobile games (among
1% 1% 5% 4% those that play mobile)
6%
6%

Monthly pay for online games 5%


6%
9% 3%
9%
3%
6%
6% 2%
6% 2%
4%
3% 84%
2% 83%

77%
78%

Info sources (among those that play Info sources (among those that play
online) mobile)
57% 50%
51% 42%
27% 32%
25% 35%
29%
26% 20%
37%
23%
22% 15%23%
20%
13% 31%
15% 13%
12%
8%
5% 9%
10%
7% 7%
9% 5%
3% 1%
4% 3%
Ads in online gaming (among online players) Ads in mobile gaming (among mobile players)

14% 14%
12% 11%

20% 20%
17% 16%

19% 19%
20% 17%

21% 22%
20% 18%

14% 15%
12% 12%

11% 15%
11% 11%

36% 34%
37% 33%

39% 37%
38% 32%

28% 33%
35% 35%

22% 17%
21% 16%
Ads in online gaming (among online Ads in mobile gaming (among mobile
players) players)
38% 38%
30% 26%

36% 37%
28%
27%
34% 35%
24% 21%

33% 34%
34% 20%

30% 30%
24% 22%

29% 29%
22% 23%

28% 29%
25% 38%

27% 28%
27% 24%

21% 22%
10% 16%

21% 21%
17%
15%

19% 18%
17% 9%

18% 17%
15% 13%
59%
60%
42%
42%
20%
19%

13%
12%

Online Families without kids Online Urban population

Most often followed celebrities Most often followed professionals Most often followed regular people
43% 31%
37% 33% 24%
19% 23%
16% 29%
11% 26% 22%
11% 24%
14%
11% 13% 15%
17% 15%
4% 9%
5% 8% 15%
13%
4% 8%
6% 9% 11%
3% 11%
3% 7%
8% 8%
2% 8%
2% 2%
1% 2% 4%
3% 7%
Online Families without kids
Main shopper
Totally agree and agree with
75% 78%

75%
74%

Urban population 2016 69%


69%
Families without kids 2016
68%
68%
Most important deciding criteria
27% 56%
27% 57%
26%
25% 56%
22% 56%
23%
15% 56%
14% 56%
13%
12%
56%
7% 56%
6%
3% 38%
3% 39%
2%
2%
28%
1% 28%
1%
97% 98% 97% Shop
Urban population 2016

21% 19% 18% 19% 18% 16% 10% 9% 8% Families with kids 2016 and
interest for promotions

Families with kids 2016 and


no interest for promotions

Offline they shop weekly from

63% 67% 65% 54% 50% 47%45%


43% 42% 29% 28%
25% 6% 7% 7% 5% 6% 6% 4% 6% 5%

Visited supermarkets in L3M Visited Electronics/ appliances stores in


Visited hypermarkets in L3M 59%
69% 68% L3M
78% 64%
73% 36% 34%
43% 39%
45% 40% 37%
51% 35% 23%
49% 43% 32%
39% 42% 29%
41% 35% 13%
41% 34% 16%
35% 16%
19% 22% 2%
24% 20% 2%
22% 22% 3%
15% 11%
17% 15%
17% 12%
6%
13% 8%
16% 8%
16% 4%
5%
5%
Average interest for BF 2016
Online users, 45+, not single Adult online users

1 2 3 4,7 5 6 7 1 2 3 4,7 5 6 7
Not at all Very Not at all Very
interested interested interested interested
Intended to buy versus bought
34% 55%
27% 50%
20% 40%
14% 35%
14%
16%
12%
16%
11% 22%
9%
13%
8%13%
7%18%
6%
6%
5%
11%
5%
9%
4%
9%
4%
4%
4%14%
4%
4%
3%11%
2%
1%
2%9%
2%
4%
1%
3
1%
4%
9%

Bought Intended to buy


Info sources Intended versus Used

80%
77%

38%
58%

34%
57%

28%
51%

20%
31%

16%
36%

12%
27%
92% Online retailers
9%
17% 84%

8% Intended to buy Bought


15% 62% 61%
8%
8% 49%
45% 45%
7% 39%
36%
29% 29% 26%
4% 23% 25% 24%
20% 18% 16%
11% 13% 12% 14% 14% 11% 17%
8% 5% 8%
2% 3% 4% 3% 3%
10%
1%
6%

Bought Intended to buy


Black Friday vs. Easter

23% 55%
3% 50%
7% 40%
17% 35%
4% 22%
8% 18%
33%
16%
1% 16%
5% 14%
1% 13%
3% 11%
7%11%
3% 9%
8%
9%
4%9%
6%
7%
8%
4%
5%
4%
1%
3%
3%
1%
58%
2%

Intended to buy on Easter 2016 Intended to buy for BF 2015


They shop online from

19% 17% 9%
10%

Purchased products from Romanian Purchased products from foreign


online retailers websites
6% 3%
7% 4%
5%
5% 2%
3%
4%
4% 1%
2%
4%
4%
1%
3% 1%
3%
1%
2%
2% 2%
2% 1%
2% 1%
2% 1%
2% 1%
1%
2% 1%
1% 1%
1% 1%
1% 1%
1%
0% 1%
0% 1%

Families without kids 2016 Urban population 2016

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