Consumer Report 2017 Final Saved PDF

2017
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: 18-45 y.o.
Civil status: not single
Kids: own kids <14 y.o. living in the
HH
Families without
Single Youth kids
Single Millennials Families that don’t have any
Age:18-34 y.o. kids <14 y.o living in the HH
Civil status: Single Age: concentrated in 45+ y.o.
Kids: without kids <14 y.o. living Civil status: not single
in the HH Kids: without kids <14 y.o. living
in the HH
TV Consumption & Devices
Men from Women from Video Content

All Families with
Weekly Families with Families with
urban kids
kids kids Online
Activities
Watch TV
86% 88% 89% 88% Watching TV offline continues to overrule watching TV
offline
online in case of Families with kids. Although men are Audio Content
Watch Video
online
39% 48% 54% 44% more likely than women to watch TV online.
Editorial
Device possession Type Content
Most of them not only have one, but 2 TVs in the
household and they are overall better equipped than Offline
43%
96% Tube
38%
the urban population with related devices, like video Activities
First Tv Set
97% camera, independent DVD or home cinemas. Shopping
24%
Plasma Behavior
25%
62% Although the majority own a regular TV, they tend to
Second Tv Set Consumer
70%
26%
own a smart TV more than the urban population.
LCD
Values
29%
14% Trends in
Video Camera 14% Action
21% LED
19%
16%
Case Studies
Independent Dvd Urban population
20%
58%
7% Families with kids Regular
57%
Home Cinema
10%
19%
Smart
26%
Info source: SNA Focus
TV Programs Watched
Ratings Urban Rural National
Video Content
14%
ROMANII AU TALENT 18%
12%
17%
14%
17%
Local TV shows and serials Online
19% LAS FIERBINTI 16% ROMANII AU TALENT 18% Activities
16% 18% 16% are the top preference among
10%
13%
13% 11% the urban Families with kids.
LAS FIERBINTI ROMANII AU TALENT 16% LAS FIERBINTI 15% Audio Content
12%
13%
17%
16%
14%
15%
Men tend to watch shows
8%
8% 8% slightly more than women do.
CHEFI LA CUTITE 11% 11% 11% Editorial
13% PRO TV/MOVIE TUESDAY PT 1 10% PRO TV/MOVIE TUESDAY PT 1 10%
9% 12% 12% Content
7%
8% 8%
In rural areas, it is not only
PRO TV/MOVIE TUESDAY PT 1 11%
10% VOCEA ROMANIEI JUNIOR 10%
10% VOCEA ROMANIEI JUNIOR 10%
11%
the well known local TV Offline
12% 10% 10% Activities
8%
9% 7%
shows and serials, but also
VOCEA ROMANIEI JUNIOR 11%
12% VREMEA - STIRILE PRO TV 19 10% PRO TV/MOVIE SATURDAY PT 1 10% comedy shows (e.g. Nora Shopping
10% 9%
9% 10% 10% pentru Leana, Atletico Textila) Behavior
6% 9%
7%
PRO TV/MOVIE SUNDAY PT 1 10% 10% 10%
or reality shows (e.g. Ochii
9% PRO TV/MOVIE SATURDAY PT 1 VREMEA - STIRILE PRO TV 19 10% Consumer
9%
11% 10% 10% din Umbra). Men and women
6% Values
7% 7% tend to see the same shows,
NEWS PRO TV 10% 9% CHEFI LA CUTITE 10%
PRO TV/MOVIE MONDAY PT 1
10%
10%
9%
10%
11%
8% indicating that they probably Trends in
6% 7% watch TV together, as a family Action
9%
10% 9% 10%
PRO TV/MOVIE THURSDAY PT 1 9% OCHII DIN UMBRA 10%
PRO TV/MOVIE MONDAY PT 1 9%
11%
activity.
10% 8%
6% 9% 6% Case Studies
PRO TV/MOVIE SATURDAY PT 1 10% NORA PENTRU LEANA 9% PRO TV/MOVIE SUNDAY PT 1 9%
9% 10% 9%
11% 9% 10%
7% 7% 6%
PRO TV/MOVIE FRIDAY PT 1 10% 9% PRO TV/MOVIE FRIDAY PT 1 9%
9% ATLETICO TEXTILA 9% 9%
10% 9% 10%
Info source: Infosys 2017 Urban/ Rural/ Families with kids Men from Families Women from Families
National Population with kids with kids
Movies & Audio-Video Content
Video Content
Movie genre Audio-video content bought
17% Online
56% Activities
21%
63% Any audio-video content
Comedy 25%
64%
18%
62% Audio Content
All members of families with kids enjoy
52%
53%
watching comedies.
Action Movies Editorial
68% While husbands will keep up for action,
43% Content
6%
S.F. and horror movies, wives are more
40%
45% Movies
7% likely to see love movies, dramas and Offline
Love Movies 9%
33%
6% soap operas. Activities
54%
6%
30% Shopping
31% Music-Albums Of Author
7% The men in the family are also more Behavior
Drama 9%
29%
33% 5% keen to buy audio-video content, like
3% movies, music or PC games. Consumer
21%
Values
21% Cartoons/Movies/ Stories 6%
S.F. For Children 6%
35%
11% Urban population 6% Trends in
3%
Action
20%
Families with kids
21% 5%
Soap Operas Music-Compilations
7% 7%
Men from Families with 3% Case Studies
30%
kids
18% Women from Families 2%
19% with kids 3%
Horror Movies Pc Games
22% 4%
16% 2%
Info source: SNA Focus & Gemius

VoD
Video Content
77% 77% Don't use them Online

Activities
Have an account, but didn't watch
Watch VOD content
2% 2% Audio Content
21% 20%
Families with kids watch VoD content
Editorial
Urban population Families with kids as much as the rest of the urban Content
population.
VoD Platforms used VoD Desired Content Offline
HBO GO
47%
HBO Go, Netflix , Voyo and Antena Activities
54% 71%
69%
33%
Movies 68% Play are top choices. Shopping
Netflix 70%
24% Behavior
42%
19% Documentaries 42% They want to watch movies, music &
Voyo 47% Consumer
24% 37% concerts and documentaries. The Values
37%
Antena Play
22%
41%
latter are more appealing for men,
24% Music & concerts 40%
43% while women watch VOD also for Trends in
12%
30%
Urban population
culinary recipes inspiration. Action
SeeNow
20% 34%
Culinary recipes 21%
18% 48% Families with kids
Eurosport player Case Studies
12% 30%
Sports 31% Men from Families
7% 46%
Amazon Prime 15% with kids
9%
2% Women from
5% 1%
Other Other Families with kids
5% 2%
Info source: SMG Video Watching Habits

2017
Websites for Movies – Top 10
Urban Rural National
Video Content
10% 12% 11%

filmeonline.biz 8% filmeonline.biz 6% filmeonline.biz 7%
6%
Online
9% 9% 9%
7% 4% Activities
9% 8% 9% They are also visiting free of
filmehd.net 6%
5% f-hd.net 6%
6%
filmehd.net 5%
5% charge online videos websites, like: Audio Content
6% 6% 5%
7% 8%
filmeonline, filmehd or filme-bune.
7%
5% 4% filme-bune.net 5%
filme-bune.net 6% zfilme-online.net 3% 5% Editorial
5% 4%
4% They watch cartoons online, Content
6% 7% 7%
filmeonline2013.biz 4% filmeonline2013.biz 4% f-hd.net 4% probably with their kids on
5% 6% 5%
4% 3% 4% deseneledublate. Offline
deseneledublate.com 4% filme-bune.net 4% filmeonline2013.biz 4%
4% 1% 3%
3% 6% 5% Shopping
5% 10% 6% Behavior
voxfilmeonline.net 4% filmehd.net 4% zfilme-online.net 4%
3% 4% 4%
4% 3% 4% Consumer
6% 5%
Values
f-hd.net 4% antenaplay.ro 3% voxfilmeonline.net 3%
3% 0% 4%
5% 6% 3%
Trends in
5% 6% 2%
3%
Action
zfilme-online.net 3% voxfilmeonline.net 3% cinematrix.net
4% 4% 4%
3% 3% 2%
5% 4% 2%
Case Studies
veziserialeonline.info 3% filmeserialeonline.org 3% deseneledublate.com 3%
3%
2% 1% 3%
4% 4%
4% 5% 5%
filmeonline2016.biz 2% veziserialeonline.info 3% veziserialeonline.info 3%
3% 3% 3%
1% 2% 2%
Info source: Gemius Urban/ Rural/ Families with kids Men from Families Women from Families
Online Videos
Watch video content online
Video Content
73% 81% 84% 81%
39% 34%
32% 29% Online
3% 2%
Activities
From my mobile On the tablet From the PC/ On the TV Don't watch Most of online Families with kids watch videos on
phone laptop
internet an more on mobile and TV versus Audio Content
Urban population Families with kids general urban population.

The primary reason to watch videos is to relax, Editorial
Reason to watch videos Places Content
but also to have fun and learn something new.
76% 72%
To relax 77% From the living-room 76% Offline
76%
77%
54% 67% While women tend to watch videos to stay up to Activities
55% Bedroom 60%
To have fun 54% date, men will go online when they look for info Shopping
55%
54% Work/ school
41%
42%
on solving a problem or for a hobby. Behavior
To learn something new 48%
49%
47% 31%
46% Bus, tram, subway 31% The majority will watch videos online from the Consumer
To inform about brands/ 43%
44% Values
products/ stores 42% 30% living room and bedroom.
45% Kitchen 30%
To solve a problem 41% Trends in
43% 31%
39% Waiting rooms Action
33% 30%
To stay up to date 30%
27% 24%
33% Parks
27% Urban population
28% Case Studies
For a hobby 26% Public places (coffe shops, 27%
28%
24% Families with kids pubs, etc) 23%
26%
To inform about persons/ 21% 22%
teams/ organisations 23% Men from Families Batroom
20% 21%
15% with kids
12% Women from 14%
To feel connected 12% Stores 12%
12% Families with kids
Info source: SMG Video Watching Habits 2017

Websites for Video watching
Video Content
74% 79% 76%

youtube.com 76% Online
youtube.com youtube.com
75% 78%
Activities
80%
79% 81% facebook.com 73%
facebook.com facebook.com
71% 76% Audio Content
12%
a1.ro 14%
YouTube dominates as no
12% 12%
a1.ro 14% a1.ro 14% 1 video content online Editorial
15%
romaniatv.net 11% platform for Families Content
15% 7%
romaniatv.net spynews.ro 11% with kids, at parity with
12% 11% Offline
cancan.ro 10% social network Facebook.
12% 13% Activities
cancan.ro romaniatv.net 8%
11% 10% spynews.ro 9% Apart from these, they Shopping
10% 8% 9% also watch videos online Behavior
filmeonline.biz wowbiz.ro wowbiz.ro
8% 8% 8% on TV stations’ websites, Consumer
9% 8% 11%
movie or movies trailers Values
wowbiz.ro cancan.ro filmeonline.biz 7%
8% 8% websites.
Trends in
11% 12%
8%
cinemagia.ro 7% Action
spynews.ro cinemagia.ro
8% 7%
protv.ro 5%
5% Case Studies
cinemagia.ro 12% filmeonline.biz 12%
7% 6%
filmehd.net 9%
5%
imdb.com 13% f-hd.net 8%
7% 6%
imdb.com 11%
5%
filme-bune.net 8%
Info source: Gemius Urban/ Rural/ Families with kids 5%
National Population
Online Videos – Types of Online Videos They Watch
Video Content
On YouTube On Facebook
69%
On Instagram
85% 45%
81% Funny 73%
Musical 78% 78% Funny 45% Online
84% 42%
70% 47%
66% 57%
37% Activities
67% 55%
Funny Musical 48% Musical 37%
72% 38%
61%
62% 46%
37%
50%
49% 43%
41% Audio Content
Entertainment 47%
Entertainment 39% Travelling 37%
46% 21%
51% 47%
42% 46% 33%
Urban population
Travelling 42%
43%
Travelling 43%
43% Entertainment 34% Editorial
43%
41%
46% 44% 30% 42%
30% Content
42%
Families with kids
Trailers 41% News in real time Product/ brand presentation 30%
44% 41% 21%
39% 42% 35% Offline
43% 40% 36%
Professional 36% 27%
Men from Families with Activities
41%
43%
Viral videos 41% Viral videos 29% kids
development 39% 32% 26%
46% 37% 27%
Product/ brand Product/ brand 25%
Women from Families Shopping
40% 36% DIY
presentation 43% presentation 31%
40%
13%
33%
with kids Behavior
36%
38% 37% 24%
34% 32% Celebrities information 24%
DIY 33%
Live transmissions 34% 25% Consumer
35% 30% 23%
42% 30% 21% Values
31% Professional development 22%
Documentaries 34%
36%
Professional development 32% 25%
33% 31% 21%
30% 32% 25% Trends in
30% Live transmissions 22% Action
Viral videos 29% DIY 29%
31% 24% 19%
27% 35%
Case Studies
They watch musical, funny, entertainment or travelling videos. YouTube is used mainly for musical videos, Facebook
& Instagram for funny ones.
Women are using both YouTube and Facebook more for musical or entertaining videos and Instagram for travelling or
brand/ product presentations. Men are more into funny & entertaining content on all three major investigated
platforms.

Video Watching Behavior on Mobile
Places Time of the day Video Content
58% 11% Online

Bedroom Mornings, until 9 am
53% Activities
9%
49%
Living room The majority of the online Families
51% Audio Content
11% with kids watch videos on their phone
Before lunch, 9-12 am
Car, bus, tram, etc.
33% 9% on both apps and the in the browser.
29% Editorial
They watch videos especially in the Content
Kitchen
27%
8% evenings.
26% Lunch, 12-2 pm Offline
8%
28% Activities
Work/ school
Their favorite places to watch videos
25%
13%
on their phones are: the bedroom and Shopping
23% After-noons, 2-5 pm
14%
the living room. Behavior
Waiting rooms 20%
Consumer
22% Values
Bathroom 18%
19%
Evenings, 5-7 pm
19% Trends in
21% Watch video content on mobile phone
Parks Action
19%
30%
23%
Late evenings, 7-10 pm 30% 34% 38% 42%
Public places (cafes, bars, etc.) 33% 17% 16% 15% 9% Case Studies
17%
11% In apps In browser Both apps and No

Stores 8% 9% browsers
Nights, after 10 pm
7% Urban population Families with kids
Other 1%
2%

Top 10 video content on mobile phones Video Content

74% Video watching time/ session
Musical 72% Online
67% 12%
76% 13% Activities
>1 Min
55% 9%
17%
They watch 1 minute or more long
Funny 53%
56% 27% videos with musical or funny content.
51%
30%
Audio Content
39% 1-5 Min 36%
Product/ brand presentation 36% 25%
35%
37%
Women in this life stage are more
21% Editorial
38%
5-10 Min 22% likely than men to watch very small Content
Entertainment 35% 20%
33%
37%
23% videos (<1min). They seem to prefer
33% 16% Offline
16%
videos on: music and travelling. While
News in real time 31% 10-20 Min Activities
31%
32%
16%
16% men watch 1-5 minutes long videos
36% 11% more and have better affinity towards Shopping
Travelling 31% 8%
26% 20-30 Min 9% funny or product comparison videos. Behavior
35% 7%
28%
6% Consumer
Professional development 28%
27% 30-45 Min 5%
30% 4% Values
27% 5%
26% 8%
Product comparison 31% Trends in
21% 45+ Min 6%
30% 5% Action
7%
Viral videos 26%
26%
25%
30% Case Studies
Trailers 25%
25%
26%
Urban population Families with kids
Men from Families with kids Women from Families with kids

Online Videos – Online Video Ads
Noticed online video ads on… Video Content
84% 86%
70% 71%
9%
Online
12% 6% 5% 7% 5%
Activities
Youtube Facebook Instagram Twitter Didn't notice Almost all of the online Families with kids
noticed at least one video ad while online, Audio Content
Urban population Families with kids especially on websites like YouTube or
Facebook. Editorial
Reasons to watch online video ads Content
50%
Were funny 52%
53%
Best reasons for watching them were funny
51%
Offline
36%
content or the fact that the ad presented a Activities
Presented a brand I am interested in 35%
36%
brand they are interested in.
35% Shopping
36% Behavior
Presented a product category I am
interested in 28%
35% Women are also more likely to watch
41%
34% online video ads because they presented a Consumer
It was captivating 32%
26% product from a certain category they are Values
38%
18% interested in, or because the ad was Trends in
It was something innovative, I didn't see 18%
until now 21% captivating or emotional. Action
14%
The story, the actors/ persons were 13%
emotional 9%
17% Case Studies
Other 9%
10%
8% Men from Families with
6% kids
It shocked me 4%
4% Women from Families
4%
with kids

Online Videos – Type of Online Video Ads
Video Content
Type of online video ads on YouTube On Facebook On Instagram
Online
82% 45% 40%
At the beginning of the movies
56% 40% 33% In terms of formats, on all Audio Content

Message on top of video 40%
57% 36% networks, they notice mostly
Visual message at the bottom of the video 41% 33% 28% online video ads at the Editorial
and another message next tot he video 37% 32% 27% beginning of the videos. Content
Videos integrated in articles, one can scroll 33% 36% 25%
Offline
down to continue reading 32% 33% 20% Messages on top of videos Activities
19% 22% 25% also attract their attention on
Interactive videos
18% 21% 22% YouTube, while on Facebook Shopping
and Instagram video ads Behavior
44% 35%
Videos in posts on social networks integrated in posts.
41% 24% Consumer
14% Values
19% 20%
Images with moving elements 15% 17% 20% Trends in
14% Action
Videos made by vloggers 13% 22%
13%
12% 22%
11% Case Studies
12% 17%
Videos made by bloggers
10%
11% 22%

Online Consumption
Video Content
Device possession Daily online Time
Families with kids go online more than the
Online
urban population. Activities
32% 9%
Desktop <60 Min
42% 14% Their households are better equipped than Audio Content
the urban ones, as they tend to own more
9%
connected devices. Editorial
32% 61-120 Min
Laptop/Notebook/Ne 12% Content
tbook 39%
Offline
8% Activities
121-180 Min
15% 7%
Weekly All urban Families with kids Shopping
Tablet
25% Behavior
6%
Online 66% 84%
181-240 Min Consumer
3% Values
8%
Gaming Console Accessing device
Possession 15% 65% 66% Trends in
54% 47%
24%
27% Action
240+ Min 16% 6% 9%
26%
Urban population Families with kids Pc (Desktop/Laptop) Tablet Mobile Phone Tv Case Studies

PC Usage
Purposes
Video Content
31%
Surfing The Internet 41%
45%
38% Online
23% Activities
Electronic Mail (E-Mail) 30%
33%
27% Audio Content
23% They use their PC for relaxation, entertainment,
27%
Listen Music
29%
but also educational purposes.
26% Editorial
19% Content
24% The man of the family tends to use it more for:
Educational Purpose/Self Study
24% Offline
24% surfing online, emailing, watching movies or
22% Activities
playing games.
Watch Movies 23%
26% Shopping
21%
19%
Behavior
Play (Games) 21%
25% Consumer
19%
12%
Values
Online Shopping 17%

19% Trends in
16% Action
10%
Job Tasks At Home
15%
13% Case Studies
Other Hobbies (Not Games) 13%

16% Men from Families with kids
11%
6% Women from Families with kids
Internet Banking 9%
11%
8%
Mobile Usage
Video Content
Talk time No. of SMS Almost all families with kids own a mobile phone,
more likely to be a smartphone. Online
Activities
8% 5%
They prefer voice over sending SMS.
180+ Min 9% 100+ 5%
9% 4% Women from this life stage are most likely to text
6% 5% versus men.
Editorial
121-180 Min 6% 50-100 4%
6% 4% Content
6% 4%
15% 6% Offline
19% 6% Activities
61-120 Min 31-50
18% 5%
19% 6% 48% own a Shopping
28% 11% 95% have a mobile phone
smartphone Behavior
31-60 Min 30% 11-30 13%
28% 12% 61% own a
31% 14% 98% have a mobile phone Consumer
Urban population smartphone
28% 33% Values
< 30 Min 25% < 10 42% 65% own a

27% Families with kids 40% 99% have a mobile phone Trends in
smartphone
23% 44% Action
6% 31% 58% own a
Men from Families 98% have a mobile phone
Not At All 4% with kids Not At All 22% smartphone
4% 26% Case Studies
3% 19%
Women from
9% 10%
Families with kids
Dk/Na 8% Dk/Na 9%
7% 8%
8% 10%

Mobile Usage
Used features Top 10 weekly activities
Video Content
50% 40%
Photo Camera 59% Online
58% Messenger/chat 53%
59% 52% Activities
30%
53% They enjoy the photo camera and
37%
Internet 41%
42% 49% possibility to go online the most. Audio Content
I access social networks 49%
40% Both genders use their phones on
29% 50%
Touch Screen 37% 36% a weekly base to chat or access Editorial
40% 48%
35% Make pictures/photos 44% social networks. Content
27% 50%
Video Camera 35% 32%
37% Offline
33% I use email 43%
45%
Men from this life stage seem to be Activities
21%
26% 27%
42% using their mobile phone for more
Bluetooth
22%
31%
38%
complex actions, like filming Shopping
I access news sites 42% Behavior
21%
35% videos, using Bluetooth, sending
23%
Radio 24% Urban population 28% video messages, using the GPS or Consumer
22% 35%
19% View/listen music/movies 36% other equipped connections. Values
23% 35%
3G (Video Messages) 26% Families with 23% Still, making photos seems to be
20% kids Trends in
18% I access other site types 31% the responsibility of the women. Action
33%
Gps 21% 29%
27% Men from
21%
16% I access sites of newspaper & 29%
magazines 31% Case Studies
Other Equipment Connection 19% Women from 27%
23% 23%
16% Play games on the mobile 28%
16% phone 29%
Mp3 Player 18% 27%
15% 16%
Use the GPS from the phone 21%
26%
17%
User Generated Content
Weekly content Create video content Video Content

Distribute video content on…
Online
Activities
Upload picture, 23% 67%
3% Facebook
music, videos on Daily 66%
social networks 29% 4%
Audio Content
40% They are more likely
YouTube
4%
36% creators of videos or image
17% Weekly content, then of content for Editorial
Upload pictures, 5% 12% Content
videos online 21% Instagram 9% blogs.
Offline
Several times 5% 10% Activities
per month 7%
my blog
6%
They distribute this content
16%
Join Group mostly on Facebook. Shopping
Chat/Forum 19% 5%
Twitter Behavior
4% 5%
At least
monthly 4% Consumer
3%
8% LinkedIn Values
Write on personal 3%
blog 9% 19%
Less often 3% Trends in
20% Vimeo Action
1%
8%
Use Microblogging 21%
(Twitter/Tumblr) 66% None Case Studies
8% 23%
No
60%
Info source: SNA Focus & SMG Video Watching Habits 2017
User Generated Content - Video
Their subjects are... Video Content

Video type they create
Online
45%
50% 61%
Activities
Different moments of My family 61%
57%
my life 53% 61%
60% 43%
Like creating videos with different Audio Content
28% Tourist places 36%
39%
Entertainment 26% 33% moments of their life, with main
35% 31% Editorial
18% Personal events
33% actors being their family.
(weddings, baptisms, 32% Content
30%
etc.) 34%
26% 36%
Funny
28%
29%
The man of the family is more likely to Offline
23% My friends
20% 23%
36% film entertaining, informing or funny Activities
26%
Informing 19%
Public interest events
videos, probably from their holiday,
23% 21% Shopping
15% (concerts, fairs, etc.)
18%
24% with their friends or events out of the Behavior
15%
Special events 23% home, that they post on Facebook and
In real time/ live 14% 19%
14% (people doing art on 23% YouTube. Consumer
15% the street, fights in… 15% Values
28%
15%
Product/ brand Only me 18%
12% 21% Trends in
presentation 15% 16%
8% 15% Action
8% 17%
Products/ brands 19%
Interviews/ 7% 15%
documentaries 12% 13%
2% Case Studies
6% Trained personnel 11%
16%
4% 6%
Other 10%
3%
5% Games 10%
14%
7%
6%
Other 2%
1%
Info source: SMG Video Watching Habits 2017 2%
Online Websites Visited
Video Content
92% 91% 91%

google.ro google.ro google.ro 88%
87% 89% Online
youtube.com youtube.com youtube.com 76%
75% 78%
79% 81% 80%
facebook.com 71% facebook.com 76% facebook.com 73% Audio Content
62% 55% 60% Big international giants are
google.com google.com google.com 59%
58% 60%
52%
dominating top websites Editorial
53% 46%
mail.yahoo.com 54% yahoo.com 51%
yahoo.com 52% visited by families with kids, Content
55% 39%
mail.yahoo.com
48% either in urban or rural areas.
yahoo.com 52% mail.yahoo.com 40% 48% Offline
olx.ro 37% olx.ro 34%
olx.ro 36% Next in top visited websites
emag.ro
34%
emag.ro
28%
emag.ro
32% are e-shops, product Shopping
35% 33% 34% Behavior
35% 36% 35% exchange websites, booking
betano.com
betano.com
24%
betano.com
21% 23% websites, indicating the fact Consumer
30%
wikipedia.org
32%
pipeschannels.com wikipedia.org 21%
that this target organizes its Values
24% 19%
time with the help of
adevarul.ro 23% wordpress.com 21% wordpress.com 24% Trends in
19% 18% 19% internet. Action
25% 26% 11%
wordpress.com wikipedia.org booking.com 17%
19% 17%
19% 11% pipeschannels.com Case Studies
stirileprotv.ro 18% orange.ro 16% 17%
booking.com 13% booking.com 7% orange.ro 13%

18% 15% 17%
orange.ro 14% softpedia.com 11% stirileprotv.ro 18%

17% 15% 16%
Info source: Gemius Urban/ Rural/ Families with kids

National Population
SocialTECH
Media
& WEB
Websites - Reach
Video Content
79% 81% 80%

facebook.com facebook.com facebook.com
73% Online
71% 76%
Activities
15% 14%
11% tpu.ro tpu.ro
linkedin.com 10% 10%
11% More interest in professional Audio Content
10% 9% social networks in urban
13% instagram.com linkedin.com 9%
7% versus rural areas. Editorial
tpu.ro 10%
Content
8% 10%
pinterest.com pinterest.com
11% 7% 8% In rural, local social networks Offline
pinterest.com
9%
4% 10% like tpu.ro are more visited. Activities
linkedin.com instagram.com
10% 6% 8%
Shopping
instagram.com
8% 6% 8% Behavior
twitter.com twitter.com
5% 6%
9% Consumer
twitter.com 4% 3% Values
7%
ok.ru ok.ru
4% 3%
5% Trends in
messenger.com 3% 5% Action
4% tumblr.com messenger.com
2% 3%
4% 2% 3%
reddit.com reddit.com
Case Studies
3% reddit.com
2% 2%
4% 4%
tumblr.com tumblr.com
2% 2%

National Population
Social Media Platforms – Access and Devices
Average for....
18+ online Online Video Content

Access daily... From...
urban Families
users with kids
Online
Facebook
91%
27 27 64%
91% Facebook and YouTube are Activities
84% 32% the two big platforms they
Instagram
45% 77% access daily. Audio Content
24% 13 14 38%
22% Unlike the rest of the online
Google plus
31% 58% urban population, they are Editorial
15 17 71%
30%
19% less on other social Content
21% 60% networks, among others: Offline

Twitter 11 15 63%
13%
13% Instagram, Pinterest or Activities
26% 61%
Snapchat.
Pinterest
15% 15 15 51% Shopping
14% Behavior
58% 82%
YouTube 33 32 71%
61% Consumer
37%
Values
29% 68%
Snapchat 11 14 28%
7% Trends in
13%
18+ online users Action
19% 55%
LinkedIn 11 15 73%
12%
18%
Online Families
with kids
Case Studies
18% 41%
Tumblr 15 16 56%
4%
16%
30% 75%
Blogs 23 25 68%
26%
25%
Mobile phone PC/ Laptop Tablet

Info source: Influence Me 2017, by SMG RO and Global Records
Influence Me – Topics & Motivations
Read Influencers’ Posts about… Video Content

Food Fashion Beauty/ Personal care Lifestyle House/ Garden/ DIY IT&C
65% 66% 64%
Read influencers content on Online
63% 63%
56%
51% 51% 54% 56% 59% Facebook about every topic out Activities
50%48% 49% 51% 49%
46% 47% there. They get inspired and are
42%39% 41% 41% 38%
36% 34%36% 36% 36% 36% 36%38% 37%
27% 30% in the know. Audio Content
21% 23%
Instagram Influencers are red for Editorial

content on fashion, mostly Content
Facebook Instagram Twitter YouTube Blogs Average for all that
follow influencers in
because it is a source of Offline
social media inspiration and it keeps them Activities
informed of the new trends.
Shopping
Behavior
Influencers content on lifestyle
Motivation to follow Influencers is red more on YouTube and Consumer
Values
To inspire To be in the know To find answers/ advice To find comfort To connect To feel good/ relax To be entertained blogs.
64%62% 61% Trends in
59%
55% 52% Action
49% 48% 50% 49%
45% 47%
44%
43% 47%
43% 43% 40%
40%
40% 38% 37% 39%38%
37% 37%
32% 31% 33% 30%
28%28% Case Studies
22% 22% 19%17%21% 19%
16% 15% 14%
9%

social media
Influence Me – Advertising Content
Preferred Advertising Content used by Influencers Video Content

Banners Videos with the product Presentation videos Invitation to events Promotional articles Usage guides Webminars
Online
Activities
61% Audio Content

54% 56%
47% 51%
45% 46%
39% 41% 38%35%36% 38% 41%39% Editorial
37%
31% 30% 33% 33% 31%
28% 27%29%30% 24% 24% 25% 24% 26% 28% 27% Content
19% 23%
17%
12% 13% 10% 11%
8% 6%
9% Offline
Activities
Facebook Instagram Twitter YouTube Blogs Average for all that follow
influencers in social media
Shopping
Behavior
Consumer
On Facebook they prefer advertising content under the form of videos with the product, presentation videos or promotional Values
posts.
Trends in
Videos with the product also work good on Instagram and YouTube. On blogs they prefer to read articles about products or Action
brands.
Case Studies

Influence Me – Reactions to Advertising Content
28% Video Content

33%
50%
Facebook 25% Search for the poduct/ brand IS, but I didn't buy it
18% Online
15%
25% Activities
22%
Advertising content posted by
19% I bought the product/ brand
22%
23%
influencers determines Families Audio Content
Instagram 13%
18% with kids using social channels to
9%
11% look after more information Editorial
32% I looked for information on the product/ brand
about the product presented. Content
11%
9%
21% Offline
Twitter 14%
13% I recommended the product/ brand
Content posted on Facebbok has Activities
1%
10% most chances to determine
37%
Families with kids using this Shopping
16% Behavior
18%
40%
I asked for opinions on the channel I saw it channel to search for the
YouTube 14%
15% products in store and also buy Consumer
8%
11% them. Values
31%
I took part in events sponsored by the brand
23% Trends in
23% Action
36%
Blogs 20%
17%
6% I took part in contests sponsored by the brand
19%
30% Case Studies
21%
Average for all 17%
37% I saw promotional campaigns, but I didn't do any
that follow 15%
13% actions
influencers in
7%
social media 12%
30%

Gaming devices & frequency
Video Content
47%
Play games weekly on any device or online 58%
60% Online
56% Activities
They play games more frequent than the urban
38%
46%
population, women slightly less than the man in
Play games on PC/Wii/ PS/ mobile phone weekly Audio Content
47% the family.
46%
23%
Men from this life stage seem to be more into Editorial
28%
Play games on mobile phone weekly
29% Content
27%
gaming than the women, as they not only play
20% on their mobile, but also online and on their PC Offline
25% and download games weekly or admit to own a Activities
Play games online weekly
28%
23% game console. Shopping
19%
Behavior
Play games on PC 21%
25%
They play mostly on their phones and online.
19% Consumer
16%
Values
Play games on social networks weekly 20%

20% Trends in
20% Urban population Action
16%
Download software/ games weekly Case Studies
23%
16%
Own a games console 15%

19%
13% Women from Families with
kids

Top Visited Gaming Websites
Rural
Urban National
Video Content
7% Online
4% friv.com Activities
gamingleague.info 10% gamingleague.info
8% 8%
5% 7%
gamingleague.info
8% pokerstars.ro Audio Content
poki.ro 8%
7% They not only play strategy
1%
2%
poki.ro
6% games, but they also consider Editorial
kizi.com 8% 7%
crossout.net 5% playing games a family Content
5% 9% gtarcade.com
7% activity, as 2nd gaming
gtarcade.com 6% Offline
loto.ro
5% 8% website accessed in urban is Activities
4%
0% 8% gameforge.com poki.ro.
5%
freestreet.games poki.ro
6%
Shopping
5%
2% Behavior
kizi.com 5%
6% 6%
gtarcade.com gameforge.com Consumer
5% 6%
crossout.net Values
5%
4%
gameforge.com crossout.net Trends in
5% 4%
freestreet.games 5% Action
4%
fromdoctopdf.com freestreet.games 3%
4% 4% gamingwonderland.co
m 4% Case Studies
4% 4%
gamingwonderland.co
getformsonline.com m
4% 4% forgeofempires.com 3%
gamingwonderland.co 3% 3%
loto.ro plarium.com 1%
m 4% 4% 2%
Urban/ Rural/ Families with kids

Info source: Gemius National Population
Audio Content Offline & Online Consumption
Video Content
Audio content they listen to weekly…. Audio content continues to be mainly an offline activity
Online
for Families with kids, although they tend to listen to it Activities
Women online more than the urban population. Men,
Men from
Families from
All urban Families especially. Audio Content
with kids Families
with kids
with kids
Offline, the radio device is the main device for listening Editorial
Online 26% 31% 36% 28% to the radio, although men in this life stage tend to use Content
it slightly more than women do. They are more likely to
Offline 53% 58% 65% 53% Offline
turn on the TV to listen the radio.
Activities
Online, the PC and the mobile phone are the most used
devices. Shopping
Behavior
Listen to the radio offline on…

Listen to the radio online on…

Consumer
24% 12% 19% Radio device
85% 68% 77% Values
PC/laptop 25% 13% 19% 88% 76% 83%
Trends in
8% 6% 7% 21% 17% 19%
Tablet Mobile phone 23% 22% 22%
Action
7% 5% 6%
22% 15% 19% 23% 18% 21% Case Studies

Mobile phone TV 22% 20% 21%
25% 17% 21%
iPod, MP3 iPod, MP3

6% 4% 5% 9% 6% 8%
Player, MP4 Player, MP4 10% 6% 8%
6% 3% 5% Player
Player
11% 6% 8% 7% 5% 6%
Smart TV Tablet 6% 6% 6%
12% 7% 9%
Info source: SNA Focus & MasoR8

Audio Content: Offline Radio Preferences
Video Content
Online
36%
Activities
37% Kiss FM 35% Kiss FM
Kiss FM 23% 27%
31%
36% 28% ZU 33% Audio Content

ZU ZU
32% 21% 27%
Kiss FM, Radio Zu and Europa FM are
Europa FM 35%
28%
Europa FM 23% Europa FM 29%
22%
listened by most families with kids, both Editorial
16%
31% 21% 26%
in urban and rural areas. Content
Niche Stations Niche Stations Niche Stations
29% 18% 24%
ProFM 22% ProFM 19% ProFM 21% There are not multiple differences Offline
18%
22% 14% Activities
21% 19% 20%
among urban & rural preferences: those
Actualitati Actualitati Actualitati
26% 22% 24% living in rural areas are listening more Shopping
Magic FM 21% Ant. Satelor 15%
Ant. Satelor 10% Antena Satelor, while those from urban Behavior
17% 15% 11%
19% Digi FM 13% 16%
areas are listening more Rock FM. Consumer
Digi FM Digi FM
15% 10% 13%
Values
15% Magic FM 12% 17%
Virgin Radio Magic FM
12% 8% 13%
Trends in
10% 9%
National FM Virgin Radio Virgin Radio 12% Action
9% 5% 9%
7% National FM 7%
Cultural National FM 8%
7% Cultural 7%
Rock FM 7%
6% Cultural
7% 8%
Info source: MasoR8

Audio Content: Online Radio Preferences
Video Content
Online
3% Activities
europafm.ro radiofxnet.ro radiofxnet.ro
3% 6% 3%
Audio Content
6% 9% 7% Urban Families with kids tend to listen
youtube-mp3.org youtube-mp3.org youtube-mp3.org online to well-known radio stations, Editorial
2% 4% 3%
Content
while in rural areas. They are more
likely to listen to online radios or Offline
3% 2%
radiozu.ro
2%
europafm.ro
transform videos to mp3 tracks. Activities
2% radiozu.ro 2%
1%
Shopping
Behavior
1% 1% 3%
kissfm.ro radiozu.ro
Consumer
europafm.ro
2% 1% 2% Values
Trends in
0% 1% 1% Action
radiofxnet.ro kissfm.ro kissfm.ro
2% 2%
1%
Case Studies
2%
profm.ro profm.ro
2% profm.ro 1%
0,4%

National Population
Audio Content: Radio Stations Awareness
Video Content
47% 30% 41%

50% 41% 46% Online
Other 53% Kiss FM 42% Other 51%
47% 41% 41%
Activities
40% 34% 35%
Kiss FM 49% Other 41% Kiss FM 45%
55% 47% 49% Audio Content
44,3% 35% 43% Kiss Fm, Zu and Europa Fm, along other
40% 32%
47%
24%
32% 40%
smaller stations have the highest
ZU ZU ZU Editorial
45%
48%
32%
32%
39%
41% awareness among Families with kids. Content
28% 20% 23%
Europa FM 38% 30% Europa FM 33%
33%
45% Pro FM 33% 38%
30%
While women in this life stage tend to be a Offline
27% Activities
30% 16% 26% little more aware of Zu, men seem to be
31% 31%
Pro FM 34% Europa FM 28%
29%
Pro FM 33% more aware of radio stations in general, Shopping
29% 27% 28%
22% 20% 21% probably because they also tend to listen Behavior
Actualitati 21%
26% Actualitati 18,5% Actualitati 20%
25%
more to radio as an out of home activity.
16% 24% 15%
Consumer
14%
15% 6% 11% Values
Virgin Radio 20% 9% Virgin Radio 15%
25% Magic FM 19%
16% 9% 11% Trends in
10%
15% 6% 11% Action
Magic FM 19% 9% Magic FM 14%
20% Virgin Radio 15%
18% 13% 14%
11%
Digi FM 15% Digi FM 12%
21% Antena Satelor 8% 17%
10% 8% 8%
6% 9% 4%
6%
Rock FM 8% National FM 6%
10% Digi FM 8% 6%
6% 12% 5%
5%
Info source: MasoR8 Urban/ Rural/ Families with kids Men from Families Women from Families
Audio Content: Radio Programs & Listening Frequency
Video Content
Top 10 Favorite radio programs
Urban population
Online
Families with kids There is an overall higher interest Activities
50% Men from Families with kids on behalf of men from this life
43%
39% 38%
36%
44% 42%
35%
Women from Families with kids stage for radio, with small Audio Content
35% 37%
33% 30%32% 30% 28% 26%
28% 25% 26% exceptions.
25% 23% 24% 23%26% 20% 20% 22% 19% 23%
20% 20%21%
21% 19%21% 18% 16% Women are more likely to listen Editorial
18% 17% 18%
Content
to: health programs, horoscope,
culinary programs. Offline
Music News Weather News Morning Health Road News Entertainment Horoscope Culinary Listeners Live
Programmes Programmes Show Recipes Activities
Shopping
Urban Rural Behavior
National
6-7 times/ week

56% 44% Consumer
59% 6-7 times/ week 50%
50% 6-7 times/ week
55%
Values
22% 15% Trends in

3-5 times/ week 3-5 times/ week 18%
23% 16% 3-5 times/ week
20% Action
10%
1-2 times/ week 11% 10%
7% 1-2 times/ week Case Studies
12% 1-2 times/ week 10%
6%
1-3 times/ month 6% 6%
5% 1-3 times/ month 1-3 times/ month
6% 5%
Didn't listen to radio 7%
Didn't listen to radio 25% 15%
lately 5% Didn't listen to radio
lately 16% lately 10%
Urban/ Rural/ Families with kids

National Population
Audio Content: Type of Music & Events
Type of music listened Video Content
FAMILIES WITH KIDS| ENTERTAINMENT Events attended monthly

40% Online
Pop/Disco/Dance 49%
48%
50%
They enjoy listening to pop music, but Activities
6%
38%
Any musical events
5% also to folk/ old music. Still, their
39%
Old Music/Songs 38% 6%
participation rate to musical events is Audio Content
39%
Non-musicical events
5%
low, in line with that of the urban
22%
Latino Music 28% population. Editorial
21% Content
32%
27%
25%
Women from this life stage will be Offline
Other Types Of Music 26%
25% Ballet 3% attracted more by Latino music, whereas Activities
3%
21% men by rock or hip-hop.
25% Shopping
Ambiental Music 25% 3%
24% Classical music
3%
Behavior
19%
Clasical Music 22% 3% Consumer
23% Pop/ rock concerts Values
21% 3%
16% 3%
Oriental Music/Manele 19% Trends in
21% Modern dance
3% Action
18%
15% 3%
Rock Music 17% Jazz concerts
23% 2% Case Studies
16% 3%
15% Families with kids Opera
Rap/Hip Hop 2%
20%
12%
19% Men from Families
None 14% with kids
14%
14% Women from
Families with kids
Editorial Content: Offline & Online Consumption
Editorial content read weekly…. Video Content
Online
Families Men from Women from Activities
All urban
with kids Families with kids Families with kids
Online 23% 30% 34% 26% Audio Content
Offline 46% 46% 47% 45% They read editorial content more likely Editorial
Books 23% 25% 21% 27% offline than online. Both magazines and Content
newspapers are read mostly on a weekly
Read magazines…. Offline
basis. Activities
30% 30% 18% 18% 29% 32% 18% 15%
5% 5%
Men are more likely to read content online. Shopping
Daily Or Almost Weekly 1-3 Times/ Month Less often Never Behavior
Daily
Women are more likely to read books, than Consumer
Read newspapers…. Values
men in this life stage.
31% 31% 25% 28%
10% 10% 14% 15% 19% 16% Trends in
Action
Daily Or Almost Weekly 1-3 Times/ Month Less often Never
Daily
Case Studies
Read books…
30% 33% 37% 31%

7% 7% 16% 18% 10% 11%

Daily
Info source: SNA Focus Urban population Families with kids

Editorial Content: Magazines Online & Offline Titles
Recent Read offline Visited online
Video Content
Urban Urban
Rural National
13%
8% 12% Online
6% 9%
Practic In Bucatarie 7% csid.ro 8% unica.ro 7% csid.ro 8% Activities
3% 11% 6% 7%
10% 8% 9%
10%
4%
9% 9% Magazines with house advices,
Libertatea Pentru Femei 5% unica.ro 7%
6% 7% Audio Content
Retete 3%
5%
10%
csid.ro 5%
unica.ro 5% adjacent titles of daily
6% 7% 9%
6%
5%
6% 8% newspapers and rebus ones are
one.ro 6% 6% Editorial
Rebus (Flacara) 5%
5% 5%
8%
descopera.ro 4%
6%
eva.ro 5% read mostly in printed format. Content
5% 2% 7%
9% 8%
4% 2%
5% Offline
Click Pofta Buna 5%
3%
descopera.ro 6% avantaje.ro 2% descopera.ro 4%
6%
Online they tend to read more
6% 3% 2% 2% Activities
3% 3%
2% 4% content related to health,
4% 2%
Click Sanatate 4%
3%
avantaje.ro 1% qbebe.ro 2% one.ro 4%
4%
women lifestyle (they read Shopping
5% 4% 2% Behavior
3% 2%
3%
4% online glossy magazines, not in
2% 2%
Practic Carticica Practica 3%
1%
historia.ro 2%
3% 2% avantaje.ro 2% printed format), science & Consumer
2% garbo.ro 1%
5% 2% 4% history.
2% 1% 3% Values
2% libertateapentrufemei 1%
Practic-Idei Pt Casa/Gradina 3% 2% 2%
4% .ro 1% 1% garbo.ro 1%
3% 3% clickpoftabuna.ro 2% 2% Women are more likely to read Trends in
2% 1% 2% Action
2%
Auto Motor Si Sport 3% qbebe.ro 2% 2%
2%
Practic in bucatarie offline or
6% 1% 1% qbebe.ro 1%
1%
1%
3% one.ro 2% 3% csid.ro, unica.ro or one.ro.
3%
0% 2% Case Studies
2%
National Geographic 3% ciao.ro 2% libertateapentrufemei
4% 2% 2%
2% 1% clicksanatate.ro 1% .ro 1%
1% 2%
2% 3% 1%
Casa Si Gradina 3% 2% 2%
2% garbo.ro 1% ciao.ro 1%
libertateapentrufemei 1% 2%
3% 3% .ro 0% 1%
1%
Info source: SNA Focus & Gemius Urban/ Rural/ Families with kids Men from Families Women from Families
Editorial Content: Newspapers Online & Offline titles
Recent Read offline Visited online Video Content
Urban Urban Rural National
4% 14% Online
Click 4% 23% 20%
6% 19% libertatea.ro 11% 16%
3%
adevarul.ro 19% 13%
10%
adevarul.ro 18% Activities
19% 14%
4% 16%
4% 19% 17%
Gazeta Sporturilor De Duminica adevarul.ro 11%
7% libertatea.ro 15%
14% 8%
14% libertatea.ro 13%
13%
Audio Content
1% 16% 13%
3% 14%
8%
5% 12%
Especially in urban areas
3% gandul.info 8%
Libertatea 4% gandul.info 11%
13% 3% gandul.info 9%
11%
they are more likely to visit Editorial
3% 7% 5% Content
3%
8%
4%
newspapers online than to
12% click.ro 11%
3% 6%
Libertatea Pentru Femei 2% click.ro 9%
9%
3% click.ro 7%
8%
read them offline. Offline
2% 7% jurnalul.ro 3% 6%
3%
Libertatea-Editia De Duminica 3%
4% jurnalul.ro 5% 3%
jurnalul.ro 4% Adevarul.ro, gandul.info,
2% 5% 3% 4% Shopping
5%
2%
4% jurnalul.ro and Behavior
2% 5% romanialibera.ro 2% 7%
Tvmania 3%
romanialibera.ro 3%
2%
vocea.biz 3%
romanialibera.ro attract
4% 4% 1% 2%
2% 3% 4% more visitors from urban Consumer
ziuaconstanta.ro 2%
3% 3% 0% 4% Values
Click De Duminica 3% 2%
3%
3%
area.
3% ziaruldeiasi.ro 2% 3% romanialibera.ro 3%
2% 2% ziaruldeiasi.ro 1% 2% Trends in
2%
2% 2% 1% 2% Action
Click Pentru Femei 3% 2% 2% 2%
1% ziarulevenimentul.ro 1% cugetliber.ro 1%
4% 3% ziarulevenimentul.ro 1% 3%
2%
3% 3% 0% 3% Case Studies
Gazeta Sporturilor 2% 0% 2%
5% cotidianul.ro 2%
2% ziaruldeiasi.ro 2%
0,3% 1% ziaruldevrancea.ro 1% 1%
1%
1%
1% 2% 2%
Catavencii 2% 2% 1% 2%
2% ziuaconstanta.ro 2% 1% ziuaconstanta.ro 2%
1% 0% cotidianul.ro 1% 1%
1%
Urban/ Rural/ Families with kids Men from Families Women from Families
Info source: SNA Focus & Gemius National Population with kids with kids
Editorial Content: Reading Books Behavior
Video Content
No of books bought in last year
63% 55% 61% 51%
Online
9% 13% 10% 15% 9% 11% 10% 12% 18% 20% 18% 21%
Activities
More than 5 Books 3-4 Books 1-2 Books None

More likely than the urban population to buy Audio Content
Urban population Families with kids Men from Families with kids Women from Families with kids a book, women buying more than men as
they are in charge with kids education and Editorial
with managing their library. Content
Book genre Buying place
Offline
50%
44% 51%
While women prefer prose during „me Activities
None 51%
39% Do Not Buy 43%
50%
moments”, men show no real preference for a
23% 38% Shopping
24% 28% genre.
Prose 22% Behavior
26% Bookshop 35%
17% 31%
38% They will mostly buy from bookshops, but
Other Kind Of Books 18% 13% Consumer
17%
19% Printed Press Distribution Stall 16% take a look on books whenever they appear Values
11% 13%
18% in the way (at printed press distribution stall,
Specialized Books 14%
14% 9% Trends in
5%
15%
Hypermarket/Supermarket 15%
12%
in hyper/supermarkets or online). Action
13% 17%
Children Books 7%
17% 9%
Mail'Order 13% Case Studies
7% 11%
Poetry 8% 15%
7% 10%
8%
Book Market 12%
Political/Historical/Social 7% 12%
6% 12%
Themes 9%
4% 6%
7% Romanian websites 10%
8%
Science Fiction 6%8% 11%
4% 10%
Info source: SNA Focus Second Hand Bookshop 9%
9%
10%
Top weekly Out of Home Activities
Time spent outside Weekdays Weekly out of home activities Video Content
14% 55%
More Than 8 Hours/Day 14% Go for a walk ssss
57%
55% Online
24% 59%
8% Activities
48%
14% I meet with my friends 49%
51%
5-8 Hours/Day 14%
19%
47% Almost half of them spend maximum 3
24%
Going shopping 24%
17% hours/ day outside during weekdays,
29%
3-5 Hours/Day 23%
20% 20% with slightly more time allocated in
25% Practice sports/fitness 21%
40% 17%
26% weekends. Men from this life stage are Editorial
41% 11% Content
1-3 Hours/Day 32% Make photos 13%
10%
more likely to spend more time
46% 15%
7% 12%
outside than women do. Offline
Less Than 1 Hour/Day 7% I ride the bike 13%
4%
9%
18% Activities
9%
12%
11% Going for walks, meeting friends or
Go the cafes 15% Shopping
8% visiting different urban happenings Behavior
11%
Men from Families with kids Women from Families with kids Visit free markets/exhibitions 11% seems to be a family activity. Women
12%
10%
10% prefer shopping or making photos, Consumer
Time spent outside Weekends Go on trips 9% Values
10%
9% while men tend to focus on practicing
12% 6%
More Than 8 Hours/Day 11%
16% Go to manicure/cosmetics 7%
4% sports, riding the bike or going to Trends in
8% 9%
coffee places or bars/ pubs. Action
17% 6%
Go to hairdresser/barber 6%
5-8 Hours/Day 19% 4%
24% 8%
15% 9%
6% Case Studies
29% Bars pubs 12%
29%
31% 5%
Going to the cinema 6%
32% 7%
30% 5%
35% Community/church activities 4%
4%
8% 4%
Less Than 1 Hour/Day 8% 4%
6% I attend NGO meetings 4%
9% 4%
4%
Info source: SNA Focus 2%
Go to clubs 1%
2%
1%
Out of Home Activities: Sports
Activities in L12M Video Content
Sports in L12M
78% 8% Even if the overall interest for paying to Online

76% 9%
None 63% Aerobic/Fitness
7%
attend or practicing sports is reduced, men Activities
86% 11% tend to be more involved in this type of
9%
Football 10%
21%
6% activities. Audio Content
Other Activity 7%
2% 9%
6% 5%
7% Editorial
Other Sport 10%
5% 6%
Most practiced sports by men besides Content
Snooker 6%
4%
5% 4%
10% football are fishing / hunting, tennis, ches & Offline
Fishing Or Sport Hunting 9%
2% cycling. Activities
5%
4% Jogging 5% For women, aerobic/ fitness is by far most
Chess 5% 6% Shopping
3%
7% 5% practiced sport. Behavior
4% 4%
Lawn Tennis 5% 4% Consumer
8% Camping (Tent Trip)
3% 5%
3% Values
4%
Gymnastics 4% 4% 83% Payed to attend
5% 78%76% Trends in
4% Roller Skating/Skateboard 3% 66%
3% Action
5% 3%
Cycling 4%
7%
2% 2% 20%
Extreme Sports (Bungee 9%10% Case Studies
2% 3% 4% 4% 5% 3% 3% 3% 5% 2% 2% 2% 4% 1%
4% Jumping/Rafting/Etc) 2%
Voleyball 4%
6% 2% None Football Other Sport Handball Fishing Or Sport
3%
Hunting
2%
3% 2%
Body Building 3% Golf
6% 2% Urban population Families with kids
1% 1%
Men from Families with kids Women from Families with kids

Top Weekly Home Activities
Activities practiced weekly
Video Content
86%
Watching TV 88% Online
89%
88% Activities
66%
I relax 64% Audio Content

64%
64%
While at home, they will probably watch TV,
53% Editorial
58% use the computer and relax. Content
Listening radio
65%
53%
48% Men will tend to listen to the radio or read the Offline
53% newspaper more, while women will take care Activities
Cook from pleasure/passion
33%
67% of the cooking, make or receive visits, read a Shopping
46% book or a magazine. Behavior
Visit persons & receive visits 52%
48%
55% Consumer
41% Values
Reading newspapers 41%
44% Trends in
38%
Action
35%
Reading magazines 35%
33% Urban population Case Studies
36%
Play pc/Wii/PlayStation/mobile phone 31%

31%
Women from Families with kids
23%
Reading books 25%
21%
27%
Shopping Behavior
Totally agree and agree with…
Most important deciding criteria Video Content
73% Women in this life stage are the

I tend not to change the brand 76% Online
77% 73% main shoppers in the family. Activities
Product's characteristics 79% 78%
77% 74% Their buying decisions take into
80% When I buy something I first check
69% the price
75%
73%
consideration firstly the product‘s Audio Content
Price 68% 67%
76% characteristics. Receiving expert
71%
66% I like to be advised when I visit 68% recommendation is more important Editorial
stores 69%
47% 67% to women than men. Content
Brand 48% 66%
52% I buy often products on special 67% Offline
46% offers 65% Women admit looking for the Activities
69%
35% smallest prices, or special offers and
37% 57% Shopping
Previous experience
37%
Price is the proper measure of a 58% tend to be more impulsive with
38% product's quality 61% Behavior
56% buying, while men are more likely
56%
29%
30% Price is the most important criteria 55%
to look for known brands, as they Consumer
Special offers Values
30% when I buy products 55%
55%
simplify their choice as a guarantee
30%
20% 54% for quality. Trends in
I look for the smallest prices 54%
Expert recommendations 20% 51% Action
17% 56%
22%
40% Main shopper
I buy products without thinking if 41% Case Studies
15% 37% 92%
they are worth it 77% 80%
Friends' recommendations 15% 44%
14% 61%
15% 34%
No matter the product, I only buy 34%
6% known brands 40%
30%
Commercial information 5% Yes
6% 28%
4% 28% Urban population
I buy food to take part in contests 30% Families with kids
28%
Men from Families with kids
Shopping Behavior By Customer
96%97%96%97% Shop… Video Content

Urban population
45%49%43% Families with kids

They shop online more than the
37% 28%24% Online
21% 26% 18% 20%24%18% Men from Families with kids
urban population does, especially Activities
Shop offline Shop online Shop online in Shop online abroad men who order more from abroad
Romania eshops. Audio Content
Offline they shop weekly from…

On weekly basis they will shop Editorial
63% 66%
50% 49% 44% 48%
Content
27% 28%
mostly from small neighborhood
7% 6% 5% 5% 6% 4% stores, the market or supermarkets, Offline
Small Market Supermarkets Hypermarkets Cash& carry DIY Other stores visiting mainly Lidl, Profi or Penny. Activities
neighbourhood
stores Shopping
There are no differences in men or Behavior
Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances stores in
71% L3M
women preferences of visited stores
Kaufland 74% 62%
for FMCG products, but durables Consumer
73% Lidl 65%
75% 66% Values
49% 65%
36%
shops are more frequented by men.
Carrefour 51% 45% 41%
52% 46% Altex Trends in
51% Profi 46% 45%
39% 45% 38% Action
Auchan 42% 37% 26%
44% 28%
42% Penny Market 39% Flanco 31% Case Studies
19% 42%
37% 26%
Cora 18%
19% 31% 15%
17% 30% 16%
Billa Media Galaxy
13% 31% 17%
14% 30% 15%
Selgros 16%
12% 21% 2%
23% 2%
12% Mega Image Technomarket 3%
Metro 12% 27%
20% 1%
15%
11%

Shopping Behavior: Black Friday
Video Content
Are…
59% Urban population Online
56%
20% 22% 18%
Activities
6% 14%
6%
Families with kids
Most of online Families with kids
Involved buyers Lost buyers Seduced buyers BF indifferent Audio Content
are Involved buyers in Black Friday
promotional period.
Editorial
Average interest for BF 2017 Content
Women in this life stage show
Adult online users
more interest for buying on this Offline
1=Not at Activities
all 2 3 4 5 6
7=Very 5+6+7 occasion in 2017, as they are
interested
interested generally more oriented towards Shopping
4% 3% 4% 14% 21% 23% 30% 75% special offers, while men look Behavior
after brands.
Online Families with kids Consumer
Values
3% 4% 5% 14% 23% 18% 32% 73%
Trends in
Online Families with kids - Men Action
3% 5% 7% 17% 28% 14% 26% 68% Case Studies

Online Families with kids - Women
3% 2% 4% 12% 19% 22% 37% 78%
Info source: Black Friday

Shopping Behavior: Black Friday - Conversion index (Bought versus Intended)
Top 15
91% Video Content
Personal care products 138%
135%
140%
They are decided shoppers, having better conversion
66%
109%
indexes versus general urban online shoppers for Online
Skin care products 49%
96% 126% almost all categories. Activities
Toys and kids products 97%
116%
85% Audio Content
61% Personal care products, books and watches are
Personal care devices (electrical shaving device, 90%
etc) 38%
179% categories that attracted both men and women
76%
87%
equally. Editorial
Clothes, shoes and accessories 58% Content
102%
82%
Books 83%
84%
Women in this life stage are more attracted by offers Offline
83%
59% for home and specific personal care products: skin Activities
83%
Auto-moto products 74%
126%
care, clothes/ shoes, interior decorations, HH Shopping
50%
76%
appliances, DIY. They also show high conversion rate Behavior
Interior decorations 61%
79% for auto-moto products, probably planning this
72% Consumer
Make up products, perfumes 74%
89%
purchase for a longer period of time.
71% Values
54%
68%
Other cosmetic products (e.g. hair coloring, etc) 41%
79%
Men are more attracted by offers at technical Trends in
68% products like personal care devices or IT&C. They also Action
Watches 66%
65%
67% buy products that would normally don‘t buy, most
68% Case Studies
HH appliances 63%
54%
probably as presents for the family: toys and kids
73%
64%
Urban population product, make up products.
Computers, laptops and PC accessories 54% Families with kids
60%
42%
DIY products 54%
37% Women from Families with kids
88%
51%
CD/DVDs 52%
78%
16% Info source: Black Friday
Video Content
Adult online users Online Families with kids Online Families with Online Families with
kids - Men kids - Women
Online
Average 3,5 3,6 3,6 3,6 3,4 3,3 3,7 3,9 Activities
Planned to Bought Planned to Bought Planned to Bought Planned to Bought

Audio Content
5+
34% 34% 34% 37% 31% 29% 38% 45%
products
Editorial
4 Content
14% 11% 16% 10% 15% 9% 17% 12%
products
Offline
3 Activities
16% 21% 17% 18% 17% 23% 17% 15%
products
Shopping
2 Behavior
19% 18% 17% 18% 19% 23% 16% 13%
products
Consumer
1
18% 15% 15% 16% 18% 17% 12% 15% Values
product
Trends in
Action
Online families with kids tend to keep up with their plans before Black Friday and buy in average the same
number of products as they planned to, with the exception of women, who ended up buying more than Case Studies
planned.

Top information sources used for Black Friday 2016 Top 10 e-retailers they bough from…
83% 73% Video Content
Retailers’ websites 82% 73%
83% emag.ro 81%
82% 66%
35% 29% Online
Retailers’ newsletters 37%
37% altex.ro 30% Retailers’ websites is the no 1 Activities
38% 40%
33% 21%
25% information source online Families
Online search engines 33% Audio Content
37%
28% elefant.ro 26%
18%
with kids use to find out about Black
29% 32% Friday offers.
Websites with all retailers and their offers 26% 15% Editorial
28%
25% flanco.ro 15% While men from this life stage inform
20% Content
22% 11% more by directly using search engines
Posts on Facebook 20%
14%
25%
11%
13%
or visiting comparison websites, Offline
evomag.ro
20% 17% women are more reactive to posts on Activities
20% 9%
Websites that compare prices and offers
12%
28% 5% Facebook and TV ads. Shopping
noriel.ro 11%
16% 9% Behavior
TV ads 15% 14%
12%
18% 11% Emag, Altex and Elefant.ro are top
10% Consumer
15%
14%
mediagalaxy.ro 14% websites they bought from, although Values
Directly in store 6%
14%
14% not equally on gender.
10%
9% Urban population Other 9% Trends in
Online comments 8% 8%
9% 10% Action
10%
8% Men from Families with kids 8%
7% cel.ro 12%
Blog articles 8% Case Studies
6% Women from Families with kids 5%
8% 11%
8% fashiondays.ro 8%
Friends, family, colleagues 7% 3%
10% 13%

E-commerce - Type of Websites They Buy from
Shop online from… Video Content

Urban population
Families with kids
21% 26% 28% 24% 20% 24% 18% Online
Activities
Shop online in Romania Shop online abroad
Audio Content
Men are more likely to shop online
than women, both from Romanian and Editorial
Purchased products from Romanian online retailers Purchased products from foreign websites Content
foreign websites.
6% 3%
Books 10% Clothing (Including Lingeries) 4% Offline
8% 4%
11% 4%
7% 3% From Romanian websites they buy: Activities
Clothing (Including Lingeries) 9% Footwear 4%
9%
9%
4%
3% books, clothing, self care products or Shopping
5% 3%
Selfcare Products 7% Audio-Video Content 3% footwear, while from foreign websites Behavior
6% 5%
5%
8% 2%
2%
they purchase first clothes and
Consumer
Footwear 6%
6% Selfcare Products 2%
3% footwear, but also audio-video content.
7% 2% Values
3% 1%
Small Appliances (Iron/Friteuse) 5% Books 2%
6% 2% Trends in
4% 2%
4% 1% Action
It&C Products (Pc/Laptop/Printer) 5% It&C Products (Pc/Laptop/Printer) 2%
6% 2%
4% 1%
3% 1%
Large Appliances 5%
6% Electronics (Tv/Radio Set/Etc) 1%
2% Case Studies
(Refrigerator/Cooker) 4% 1%
4% 1%
Audio-Video Content 4% Food Or Sweet 1%
6% 1%
3% 1%
2% 1%
Electronics (Tv/Radio Set/Etc) 4% Household Cleaners 1%
5% 1%
3% 1%
1% 1%
Mobile Phone 2% Small Appliances (Iron/Friteuse) 1%
3%
1% 2%
1%
E-commerce – Choosing an Online Retailer
Most important criteria Type of payment Video Content
15% Online
19% 21%
Price 19% 31% Activities
18% Payment On Delivery (Cash Or Card)
31%
7%
30%
9% Audio Content
Terms Of Delivery: Timing/ Costs 10% 7% When choosing the online retailer they
8%
5% Payment On Website - Card
10% buy from they make their decision based
13% Editorial
Special Offers 7%
5% 8%
on price and terms of delivery. Content
8%
5% 7%
Women consider the special offers, while
Personal Experience 6% 9% men pay attention more to the website‘s Offline
6% Other Type Of Payment
5% 10% reputation. Activities
4% 8%
Website Reputation 5% Shopping
7% 5%
3%
Online Banking-Transfer In Supplier'S
Most of them prefer payment on Behavior
7%
2%
3%
Account 10% delivery. Men show to be more opened
Acquaintance Recommendation 6% Consumer
3%
3% also to other paying methods. Values
3% 5%
Detailed Information About The 3% Payment On Website - Virtual Bank 7%
Products 3% Trends in
3% Account 9%
6% Action
2%
Wide Range Of Products/Brands 3% 5%
2%
3% On Bank'S Counter-Transfer In Supplier'S 7% Case Studies
5% Acc 8%
Dk/Na 7% 6%
8%
7%
16%
20% Urban population Families with kids
None 19%
20% Men from Families with kids Women from Families with kids

HUMAN DESIRES
Video Content
To
Belong Online
Activities
& Audio Content

Love Connect Control
& & For My Editorial
Place Content
Offline
Activities
Shopping
WHAT MATTERS MOST IS LOVE, TO CONNECT AND TO CONTROL Behavior
The main thing that defines and shapes their lives are their loved ones. It is important for them to spend most of their time Consumer
with other family members. Also, they greatly value the opinions of their children. Values
Furthermore, in order to lead a safe and stable life, they have an irrevocable need to be in control of their lives and the lives of
their children. Trends in
Action
They have a strong need to connect in order to develop stronger bonds, not just for personal and emotional reasons, but also
for practical reasons that involve gaining access to information in order to widen their horizons.
Case Studies
While husbands from families with kids feel the need for having their place, the wives need to feel they belong.
Info source: SMG Consumer Values

Trend in action: Particularities of Romanian Moms
Video Content
Until the age of 29, the percentage of Stay-at-Home mothers is higher
than that of Working mothers, but after 30 the situation reverses and Online
with each year that goes by the number of Working mothers grows, Activities
reaching a stable 75% after 40.
Audio Content
54% of working moms are main income earner, this fact making them
more conscious about how they spend household budget. They Editorial
Content
consume less TV versus Stay-at-Home moms, therefore are less
exposed to commercials. Offline
Activities
Working moms are more present in front of the computer 80% surfing
Shopping
online vs. 70% of Stay-at -Home moms, but both types of mothers Behavior
access the internet from the mobile phones in a similar extent. Still
the purpose of mobile usage is slightly different: Working moms are Consumer
Values
using it mostly when commuting to work, to keep up with latest
novelties and to remain connected to their family; Stay-at-Home Trends in
mothers us it especially for entertainment & relaxation, especially Action
during breaks from solving household chores.
The need for more diverse information of Working moms is visible Case Studies
also in their press preferences: they read a broad variety of titles,
extracting a mix of information, while Stay-at-Home moms read
mostly weekly titles.
Romanian Moms Media Habits quantitative analysis, March’2017
Case Study: Kaufland Animaterra
In 2017 Kaufland carried out a continuous 4-month promo campaign Video Content
around collectibles puzzle board-game: Animaterra.
Online
Activities
The central idea was to grow the puzzle game into an EDUTAINMENT
online platform, that would bring together the parents’ and kids’
Audio Content
interests, enabling the little ones to discover the story of the game and
get acquainted with the animals. Besides learning the most interested
Editorial
things about each of them, they could also get a glimpse of their Content
personalities, as the animals were brought to life through the voice of
their beloved vlogger Andra Gogan, in a series of funny short poems. Outdoor
Activities
The platform was promoted mainly in digital, through a collection of Shopping

online videos featuring witty riddles about the animals, placed mainly on Behavior
Facebook and YouTube. In social media, Andra Gogan invited the kids to
Consumer
periodic events of puzzle-pieces exchanges and real life interaction with Values
the animals.
Trends in
Action
As smartphones are both moms & kids’ favorite devices, the campaign
was completed with an augmented reality app which featured 3D
animals when scanning the puzzle-pieces, taking selfies with the animals Case Studies
and learning interesting information about every animal scanned.
Case Study: Samsung EduPedia
Even if parents are using technology to a high extent, technology ussage Video Content
by their kids is a controversial subject, either considering to contribute to
Online
their development in current realities, or to damage to their natural
Activities
evolution.
On the other hand, kids are not relating to old teaching methods, wishing Audio Content
for more interactive learning ways.
Editorial
Samsung came in help of the parents, kids and even teachers offering the Content
first interactive educational hub available only on Samsung Smart TV:
EDUPEDIA. Outdoor
Activities
In order to increase awareness of this application among parents, a Shopping

complex project was developed with top educative parenting radio Behavior
station: Itsy Bitsy. Consumer
Values
Besides classical media components like billboard in/ out on radio station
Trends in
and banners on www.itsybitsy.ro, the project had special components Action
tailored on the educational need, resulted from the radio station’s direct
experience after testing the application :
Case Studies
• interventions in Happy Music show across the day
• dedicated educative article and newsletter
• two dedicated IT sections during radio shows
All Single Men Women Video Content

Weekly
urban Youth Single Youth Single Youth
Online
Watch TV Watching TV offline overrules watching TV online for
86% 78% 77% 78% Activities
offline
Single Youths. However, compared to all urban
Watch TV population, there are less Single Youths who even watch Audio Content
39% 69% 69% 69%
online TV. Both men and women watch the same amount of
TV offline. Editorial
Device possession Type Content
Versus all urban population, Single Youths are less likely Offline
43%
96% Tube to own a second TV set. Also, such is the case compared Activities
First Tv Set 35%
94% to other studied categories (Families with or without
Shopping
24% kids and teens). A possible explanation could be that
Plasma Behavior
62% 25% Single Youths prefer to go to other screens (laptop/pc or
Second Tv Set
54%
phone – mediums where they have the ability to pick a Consumer
26% Values
LCD content they prefer) when switching from TV (a medium
26%
14%
they have little control over in terms of content) Trends in
Video Camera 14% Action
17% LED
15% The majority own regular TV sets. However, they tend
16%
to own a smart TV more that the urban population. Case Studies
Independent Dvd Urban population
16%
58%
7% Single Youth Regular
56%
Home cinema
9%
19%
Smart
21%
TV Programs Watched
Ratings Urban Rural National
Local TV shows and serials are Video Content
the top preference among the
14%
13%
11%
14%
10%
urban Single Youths. Online
9% ROMANII AU TALENT ROMANII AU TALENT 10% Activities
10%
12% 12%
12%
8%
7%
9% 7%
In urban areas women tend to
CHEFI LA CUTITE 9% CHEFI LA CUTITE 6% Audio Content
5%
10%
NORA PENTRU LEANA 9% 5%
7%
watch shows such as Romanii
9%
5%
11% 6% au Talent, Chefi la Cutite, Insula
TEMPTATION ISLAND - 6% 6% Editorial
INSULA IUBIRII 3% LAS FIERBINTI
7%
7%
NORA PENTRU LEANA 6% Iubirii and Vocea Romaniei,
11%
7% 5% Content
9%
9% 11% whereas more men watch Las
LAS FIERBINTI 6%
6% OCHII DIN UMBRA 7% LAS FIERBINTI 6%
7%
Fierbinti, news programs and Offline
8%
4%
6%
7% 4%
movies. Activities
10% 4%
NEWS PRO TV 5% TEMPTATION ISLAND - INSULA 5%

6% ROATA NOROCULUI 7%
7% IUBIRII 3% Shopping
3%
8%
7% 10% In rural areas men and women Behavior
7% 8%
VOCEA ROMANIEI JUNIOR 5% 6% 5%

have the tendency to watch the
3% UITE CINE DANSEAZA VOCEA ROMANIEI JUNIOR 4% Consumer
7%
6%
6% 7% same shows - slightly more
8% 7% 6% Values
4%
women watch soap operas and
VREMEA - STIRILE PRO TV 19 BAHAR: VIATA FURATA/O HAYAT 6% NEWS PRO TV 5%
5%
4% BENIM 4% 6%
3%
shows such as Se striga darul Trends in
9%
8% 9% and Vocea Romaniei Junior. Action
5%
SPORT - STIRILE PRO TV 19 4% 5%
5% SE STRIGA DARUL 6% VREMEA - STIRILE PRO TV 19 5%
4%
3% 8% 4%
6% Case Studies
8% 7%
PRO TV/MOVIE SATURDAY PT 4% 5%
5% VOCEA ROMANIEI JUNIOR 6% ROATA NOROCULUI 5%
1 4%
3% 8% 4%
7% 8% 8%
PRO TV/MOVIE TUESDAY PT 4% 5%
5% PRO TV/MOVIE TUESDAY PT 1 5% PRO TV/MOVIE TUESDAY PT 1 5%
1 6%
3% 4% 4%
Info source: Infosys 2017 Urban/ Rural/ Single Youth Men Single Youth Women Single Youth
National Population
Video Content
17% Online
56% Single Youths‘ top choices in terms of Activities
20%
62% Any audio-video content movie genres are comedies. While
Comedy 21%
59%
18%
67% women enjoy watching romantic movies Audio Content
52% and dramas, men prefer action movies,
52%
Action Movies
57%
science fiction and horror movies. Editorial
44% Content
6%
40%
6%
Their audio-video content past purchases
36% Music-Albums Of Author Offline
Love Movies
24% 6% are similar (women and men) and in line Activities
6%
55% with all urban population.
6%
30% Shopping
31% 6% Behavior
Drama Movies
27% 6%
38% 6%
3% Consumer
18%
Values
31% 3%
Horror Movies Music-Compilations
33% 3%
28% 3% Trends in
Urban population Action
21% 2%
30% Single Youth 3%
S.F. Documentary
35% 3%
23% Men Single Youth 3% Case Studies
19% 2%
Women Single Youth
20% 3%
Other Movies Pc Games
21% 3%
19% 2%

VoD
Video Content
77% 75% Don't use them Online

Activities
2%
Watch VOD content Single Youths watch VoD content as much
2% Audio Content
21% 23% as the rest of the urban population.
Editorial
Urban population Single Youth The VoD platforms that Single Youths use Content
VoD Desired Content
the most are HBO GO, Netflix, and Antena
VoD Platforms used Offline
47%
Play.
HBO GO 71% Activities
38% 73%
Movies
33%
74%
71% While men access Neflix, Voyo and Shopping
Netflix Behavior
34% 37% Eurosport Player, women prefer the
34%
Antena Play
22% Music & concerts 29% content offered by Antena Play. Consumer
27% 50%
30% Values
Eurosport player
18% Sports 32%
38%
Regarding content preferences, movies are
21% 14% Trends in
most viewed by both men and women.
19% 30% Action
Voyo
21% Culinary recipes 25% Separately, men watch more sports
21%
12%
36% whereas culinary recipes are more viewed
SeeNow 42% Case Studies
16%
23%
Urban population by women.
Documentaries 24%
7% Single Youth
21%
Amazon Prime
7% 2% Men Single Youth
Other 5%
5% 7% Women Single Youth
Other 0%
7%

2017
Video Content
10% 12% 11%
filmeonline.biz 15% filmeonline.biz 20% filmeonline.biz 17% Online
15% 19% 17%
9% 10% 9% Free of charge online video
filmehd.net 13% filmehd.net 17% filmehd.net 14%
12% 14% 13% websites are among the ones they Audio Content
13% 19% 15%
7% 10% 8% access the most (significantly more
11% 16% 13%
filme-bune.net 10% filme-bune.net 14% filme-bune.net 12% compared to all urban population). Editorial
13% 19% 15%
8% 7% Content
6%
filmeserialeonline.org 11% f-hd.net 14% f-hd.net 11%
12% 16% 12% Offline
11% 12% 11%
6% 7% Activities
5%
f-hd.net 9% zfilme-online.net 11% filmeserialeonline.org 11%
9% 13% 11%
10% 9% 12% Shopping
6% 6% Behavior
4%
filmeonline2013.biz 9% filmeserialeonline.org 11% zfilme-online.net 10%
9% 10% 10%
9% 13% 9% Consumer
5% 6% 6%
Values
veziserialeonline.info 9% voxfilmeonline.net 11% filmeonline2013.biz 9%
9% 11% 10%
8% 11% 9%
5% 7% 5% Trends in
9% 10% 9%
Action
zfilme-online.net 9% filmeonline2013.biz 12% veziserialeonline.info 10%
8% 8% 9%
5% 5% 5%
voxfilmeonline.net 8% veziserialeonline.info 10% voxfilmeonline.net 9%
7% 11% 9%
5% 5%
4%
vezi-online.com 8% filmeonline2016.biz 10% filmeonline2016.biz 8%
7% 9% 8%
8% 10% 7%
Info source: Gemius Urban/ Rural/ Single Youth Men Single Youth Women Single Youth
National Population
Online Videos
Watch video content online
Video Content
84% 84%
73% 80%
32% 20% 29% 18%

Compared to all urban population, Single Youths Online
3% 4%
watch more videos online from their mobile Activities
From my mobile On the tablet From the PC/ On the TV Don't watch phone and less from their tabled or TV.
phone laptop
Audio Content
Their main reasons for watching videos are to
relax, to learn something new and to have fun. Editorial
Reason to watch videos Places Women are more likely to watch online videos in Content
76% 67%
To relax 84% Bedroom order to learn something new , to stay up to date, Offline
85% 83%
83% to explore/ enjoy a hobby and to find out more Activities
54% 72%
58%
From the living-room
60% about persons/ teams/ organizations.
69% Shopping
41%
54% Work/ school Behavior
To have fun 60%
62%
50% When it comes to video watching habits
59%
45% Bus, tram, subway
31% compared to all urban population, Single Youths Consumer
45% 41% Values
To solve a problem 44%
46% 30%
have different preferences in terms of location.
46% Kitchen They love watching online videos from their
To inform about brands/ 33% Trends in
40%
products/ stores 36%
45% Public places (coffe shops, 27% bedroom, from work, on public means of Action
33% pubs, etc) 33%
39% transportation and in public locations (cafes, pubs
To stay up to date 32% 31%
46% Waiting rooms
33%
etc). Case Studies
27%
For a hobby 33% 22%
28% Bathroom
39% Urban population 31%
26%
To inform about persons/ 30% 24%
23% Single Youth Parks
teams/ organisations 38% 23%
15% Men Single Youth
19% 14%
To feel connected 15% Women Single Youth Stores
23% 14%

Video Content
Facebook and YouTube top
79% 81% 80%
facebook.com
86%
facebook.com
84%
facebook.com
85%
Single Youth’s preferences Online
for video watching. Activities
74% 79% 76%
youtube.com youtube.com youtube.com
82% 83% 82%
Following these, in both Audio Content
12%
12% filmeonline.biz 11% urban and rural areas, the
cinemagia.ro filmeonline.biz 17%
18% 20%
next preferred websites for Editorial
12% Content
10%
11% video watching are local
filmeonline.biz cinemagia.ro cinemagia.ro
15% 15% 17% social networks (for asking Offline
12% and replying to questions), Activities
12% 8%
a1.ro f-hd.net a1.ro
14% 14% 13% video streaming websites Shopping
12%
15% and websites with news Behavior
12%
cancan.ro
13%
a1.ro 12%
romaniatv.net
12% from the film industry.
Consumer
15% Values
7% f-hd.net 7%
romaniatv.net zfilme-online.net 11%
12% 11%
Trends in
6% 13% cancan.ro 11% Action
f-hd.net romaniatv.net 10%
9% 10%
6% 7% zfilme-online.net 6% Case Studies

filmeonline2013.biz filmeonline2013.biz 10%
9% 10%
5% 7% filmeonline2013.biz 6%
zfilme-online.net spynews.ro 9%
9% 6%
Info source: Gemius Urban/ Rural/ Single Youth

National Population
On Instagram Video Content

On YouTube On Facebook 69%
85% 45%
Funny 64%
90% 66% Funny 49%
Musical 91% 62% 55%
89% 47% Online
66% 57% 36%
68% Musical 62% 48% Activities
Funny 67%
65% Viral videos 60%
60% 42%
69% 40%
46% 33%
Viral videos 48%
Trailers 58%
55%
53% Entertainment 46%
45%
Audio Content
44% 47%
60% 46%
50% 37%
Entertainment 42% 43%
Entertainment 56% 41% Musical
58%
54% 43% 45%
42% Editorial
43% 46% Urban population
39%
41% Content
Professional development 46% Travelling 35% Travelling 38%
41% 43% 45% Single Youth
50% 35%
37%
42% 27% Men Single Youth Offline
46% Live transmissions 38% 32%
Documentaries 46% 41% DIY 30% Activities
46% 36% 33% Women Single Youth
46% 37% 30%
Product/ brand Product/ brand 37% 30%
44%
48% presentation 42% Product/ brand presentation 45% Shopping
presentation 40% 32% 23%
32% 25% Behavior
38%
40% DIY 36% 30%
DIY 35% 27% Live transmissions 35%
44% 44% 28%
32% 44% 17% Consumer
Product comparison 38%
40%
News in real time 35%
37% Trailers 24%
45%
Values
36% 33% 14%
42% 30%
24%
Travelling 36% Professional development 31% Celebrities information 24% Trends in
33% 33% 35%
38% 30% 19% Action
Case Studies
The top reasons for watch online videos are to enjoy music (specifically on Youtube) and to be entertained (on Facebook and on
Instagram). Women watch more professional development videos (on YouTube), DIY and travel videos (on both YouTube and
Facebook) whereas men watch more product/ brand presentation videos (on YouTube, Facebook and Instagram), live
transmission (on Facebook), funny and funny videos (on Facebook and Instagram).

Places
Time of the day Video Content
58%
Bedroom 11% Online
75% Mornings, until 9 am
11%
Activities
49%
Living room
45%
The majority of Single Youths watch videos
11% Audio Content
on their phone both in apps and in their
33% Before lunch, 9-12 am
Car, bus, tram, etc. 9% browser.
36% Editorial
28% Content
Work/ school 8% Compared to all urban population, a
30%
Lunch, 12-2 pm significant number of Single Youths watch Offline
4% Activities
27%
Kitchen videos on their mobile in the bedroom.
29%
13% Shopping
22% Behavior
Bathroom After-noons, 2-5 pm
28% 20%
Consumer
23%
Public places (cafes, bars, etc.) 18% Values
25% Watch video content on mobile phone
Evenings, 5-7 pm
23% 12% Trends in
Waiting rooms
38% 40% Action
23% 30% 31% 21%
17% 15% 7%
21% 30%
Parks Late evenings, 7-10 pm
In apps In browser Both apps and No
Case Studies
22% 30%
browsers
11%
Stores Urban population Single Youth
12% 9%
Nights, after 10 pm
1% 16%
Other
1%

Video Content
Top 10 video content on mobile phones

Online
Video watching time/ session Activities
74% 12%
Single Youths use their mobile
84%
Musical 84% >1 Min 7%
7%
phones as a source of music. They
84% Audio Content
55% 6% also look at entertaining videos on
56% 27%
Funny 56%
1-5 Min 22% their mobile phones.
57% 23% Editorial
38%
22% Content
45%
Entertainment 47% 21% Women will look more at videos
43% 21%
5-10 Min
30% 20%
23%
related to travelling, DYI and Offline
41% Activities
Trailers 43%
38%
16% professional development whereas
39% 10-20 Min 16%
15% men prefer movie trailers. Shopping
Product/ brand presentation 39% 17%
43% 11% Behavior
34%
36% 15%
20-30 Min 16% Consumer
Travelling 35%
32% 13%
38% Values
6%
28% 5%
DIY 35% 30-45 Min 5% Trends in
28%
42% 5%
30% 3% Action
Viral videos 32% 5%
34% 45+ Min 5%
30% 5%
28% Case Studies
Professional development 31%
30%
32%
27%
31%
26%
Urban population Single Youth Men Single Youth Women Single Youth

84% 90%
70% 66%
21% Online
12% 7% 7% 6% 5% Single Youths observe ads while online,
Activities
particularly on YouTube and Facebook.
Youtube Facebook Instagram Didn't notice Twitter
Audio Content
The best motivators to keep them watching
are funny video ads. Editorial
Reasons to watch online video ads Content
50% In the case of women, they are also more
Were funny 50% Offline
53%
47% likely to watch ads that are captivating,
34% Activities
39%
whereas men are more likely to watch
44% online ads that are funny. Shopping
36% Behavior
Presented a product category I am 33%
interested in 32%
35% Consumer
36%
29% Values
Presented a brand I am interested in 30%
28%
18% Trends in
It was something innovative, I didn't see 17%
until now 18% Action
16%
13%
The story, the actors/ persons were 11%
emotional 10% Case Studies
11%
10%
Other 10%
11%
9%
6%
It shocked me 8%
9%
6%

Video Content
Type of online video ads on YouTube On Facebook On Instagram Single Youths react good to Online
45% 40% online video ads at the Activities
82%
At the beginning of the movies 46% 30%
88% beginning of the movies, and
on all netorks (Youtube, Audio Content
56% 40% 33%
Message on top of video 60% 35% 33% Facebook and Instagram).
Editorial
Visual message at the bottom of the video 41% 33% 28%
Content
and another message next tot he video 42% 31% 17% Compared to all urban
33% 36% 25%
population, Single Youth like Offline
Videos integrated in articles, one can scroll
down to continue reading 33% 38% 13% videos that are made by Activities
19% 22% 25%

vloggers (on Youtube and Shopping
Interactive videos 16% 18% 24% Facebook). Behavior
44% 35% Consumer

Videos in posts on social networks
25% 37% 50% Values
14% 19% 20%
Images with moving elements
13% Trends in
20% 17%
Action
14% 22%
Videos made by vloggers 13%
19% 17%
22%
Case Studies
11% 17%
Videos made by bloggers 12%
13% 15%
12%
Urban population Single Youth

Online Consumption
Video Content
Daily online Time
Single Youths go online more that the urban Online
Device possession Activities
population. Single Youths are a category of
9%
<60 Min
6%
“mobile” individuals, who do not want to be tied to
32% Audio Content
Desktop one place. As such, they prefer using devices that
37%
allow they flexibility and a change of scenery – such
Editorial
61-120 Min
9% as laptops. Single Youths go online equally from PC/ Content
32% 8%
Laptop/Notebook/Ne laptop and their mobile phone. Also, their use their
tbook 48%
tabled and their TV more that the urban population Offline
for going online. Activities
8%
121-180 Minutes
15% 11%
Tablet Shopping
15%
Behavior
6%
181-240 Minutes Consumer
Gaming Console 8% 8% Weekly All urban Single Youth Values
Possession 11%
Online 66% 93% Trends in
24% Action
240+ Min
52%
79% Accessing device 81%

Case Studies
54% 47%
16% 21%
6% 9%
Pc (Desktop/Laptop) Tablet Mobile Phone Tv

PC Usage
Purposes Video Content
31%
Surfing The Internet/Other 45% Online
45%
45% Their main purpose for accessing their PC is Activities
22% going online, watching movies and listening to
43%
Watch Movies 42% music. Audio Content
45%
23%
Listen Music 40%
39%
Whereas men use the PC more for playing Editorial
43% games, women like using it more for educational Content
23%
36%
purposes. Offline
Electronic Mail (E-Mail) 35%
37% Activities
19%
Play (Games) 34% Shopping

41%
24% Behavior
19%
Educational Purpose/Self 30% Consumer
Study 26%
36% Values
11%
Other Hobbies (Not 21% Trends in
Games) 21%
22% Action
12%
Online Shopping 20%
21% Case Studies
Single Youth
10%
Job Tasks At Home 16%
19%
7% Women Single Youth
Listen To Radio 14%
15%
13%
Mobile Usage
Video Content
Talk time No. of SMS The majority of Single Youths own a mobile Online
phone, highly likely to be a smartphone. Activities
8% 5%
13% 13%
180+ Min
14%
100+
12% Compared to all urban population, Single Youths Audio Content
12% 13%
6% 5%
prefer texting more that speaking on the phone.
121-180 Min 8% 50-100 10% Editorial
7% 10% Content
8% 10%
15% 6%
20% 11%
Offline
61-120 Min 31-50 Activities
21% 11%
19% 10%
28% 11% Shopping
31-60 Min 30% 11-30 18% Behavior
29% 17%
28% 33% Consumer
48% own a
18% 30% 95% have a mobile phone Values
< 30 Min Single Youth < 10 smartphone
18% 31%
19% 29%
77% own a Trends in
6% 31%
Men Single Youth 99% have a mobile phone
smartphone Action
Not At All 5% Not At All 12%
6% 13%
3% 10% 77% own a
Women Single 99% have a mobile phone
9%
Youth
10%
smartphone Case Studies
Dk/Na 7% Dk/Na 7%
6% 6% 77% own a
8% 7% 99% have a mobile phone
smartphone

Mobile Usage
Top 10 weekly activities
Used features
Video Content
40%
69%
The most used features of their mobile
50% Messenger/Chat Online
65%
66%
74%
phones are camera, touch screen and Activities
Photo Camera 63%
67% 37% internet. Women go online more from
29% Access Social Networks 67% their mobile devices that men. On the
Touch Screen 72%
51%
52% 36%
other hand, men use their mobile
30%
Make Pictures/Photos 58% phones more for their mp3 player and Editorial
49% 54%
Internet 47% 66% connections with other equipment. Content
52%
27% 32%
Use Email 54% Offline
Video Camera 43%
43% 52% In terms of weekly activities, Single Activities
45% 58%
19% 28%
Youths spend their time on their mobile
View/Listen
3G 36%
36% Music/Movies/Other 54% using messenger/ chat, accessing social Shopping
52% Behavior
35% Materials 57% networks, taking pictures, using email.
21% 27%
Bluetooth 36% 48% Consumer
35% Urban population Access News Sites
36% 46%
50%
While women use more frequently Values
16%
35%
23% messenger/chat, access social
Mp3 Player 37% Single Youth Trends in
32% Play Games 44%
46% networks, and take photos, men paly Action
18% 40%
23%
games more frequently.
Gps 33%
31% Access Other Site Types 43%
42% Case Studies
16% 46%
Other Equipment 30%
Women Single 21%
Connection 32%
27% Youth Access Sites Of 36%
Newpaper&Magazines 34%
21% 39%
Radio 28% 16%
28%
28% Download And Use 33%
Applications 35%
31%
Weekly content Distribute video content on… Video Content

Create video content
Online
67% Activities
Upload picture, 23% 3% Facebook
61%
They prefer to share content on
music, videos on Daily
social networks 48% 7% social media rather than
Audio Content
YouTube
40% creating content on their own
41%
4% platforms (blogs).
17% Weekly Editorial
Upload pictures, 1%
12% Content
videos online 34% Instagram 28% They love distributing content
Several times per 5% online, especially Facebook. Offline
21% Activities
month 5% None
16% 17%
Join Group
Chat/Forum 34% Shopping
10% Behavior
4% Personal blog
At least monthly 10%
2%
Consumer
8% 5%
Use Microblogging Twitter
Values
(Twitter/Tumblr) 18% 19% 6%
Less often
17%
Trends in
3%
Vimeo Action
4%
8%
Write on personal 66%
blog 13% No 3% Case Studies
68% LinkedIn
3%
Video Content
Video type they create Their subjects are...
Online
50% 36% Activities
Different moments of 39% 49%
My friends
my life 31% 50%
48% 48%
30% 28% Their main subjects are their Audio Content
Only me 46%
28%
Funny
25%
42%
52% friends. Women will also focus on
30% 31% Editorial
28%
Personal events themselves (wi th focus on different
(weddings, baptisms, 35% Content
Entertainment 26% etc.)
28%
42% moments of their lives as a video
28% 43%
24% type), personal events, touristic Offline
Tourist places 30% Activities
15% 19%
42%
places as public interest events
Product/ brand 22%
presentation 31% 26% whereas men focus on games. Shopping
12% Public interest events 28%
20% (concerts, fairs, etc.) 17%
39%
Also, men are more likley to make Behavior
Informing 22% 45% product and brand presentation
25% 26% Consumer
18% My family
25% videos.
15% 27% Values
10%
In real time/ live 17% 17%
14% Games
31% Trends in
21% 3%
8% 13%
Action
Interviews/ 14% Trained personnel 13%
15%
15% 23% Case Studies
6% Special events (people
doing art on the street, 13%
7% 17%
Other fights in traffic, etc.) 9%
8%
6% 6%
Other 10%
11%
9%
15%
Products/ brands 6%
6%
Video Content
92% 91% 91%
google.ro google.ro google.ro
94% 92% 93% Online
79% 81% 80%
facebook.com Google, Facebook and Activities
facebook.com
86% facebook.com 84% 85%
74% 79% 76% Youtube top their
youtube.com youtube.com youtube.com 82% Audio Content
82% 83% preferences in terms of
62% 55% 60%
google.com
64% google.com
54%
google.com
60% most visited websites.
55% 46% 52%
In both urban and rural Editorial
yahoo.com yahoo.com yahoo.com Content
51%
53%
53%
47%
48%
areas, mail, betting
39%
mail.yahoo.com
51% mail.yahoo.com
46%
mail.yahoo.com
49% websites and online Offline
35% Activities
betano.com
35% 36%
betano.com
marketplace follow the
43% betano.com 44%
45%
36% 31% 36% big internet giants. Shopping
olx.ro maxbet.ro olx.ro
41% 42% 39% Behavior
32% 37% 29%
wikipedia.org olx.ro maxbet.ro
34% 26% 30%
emag.ro wikipedia.org wikipedia.org Values
37% 33% 37%
28% 28% emag.ro 32% Trends in

maxbet.ro emag.ro 34%
35% 28%
24%
Action
12% 21% wordpress.com
filelist.ro wordpress.com 25%
27% 25%
25% 12% 10%
wordpress.com
25% filmeonline.biz filelist.ro
22% Case Studies
20%
13% 16% imdb.com 11%
imdb.com okazii.ro 20%
24% 17%
23% 15% adevarul.ro 20%
adevarul.ro tpu.ro 19%
23% 17%

National Population
SocialTECH
Media
& WEB
Websites - Reach
Video Content
79% 81% 80%

facebook.com facebook.com facebook.com Online
86% 84% 85%
Activities
Facebook tops their preference
13% 15% 14%
tpu.ro 18%
tpu.ro 17%
tpu.ro 18% in terms of social media Audio Content
websites.
10% 10% 10%
instagram.com instagram.com instagram.com Editorial
15%
17% 12% They also like accessing local Content
11% 8% 10% social networking site tpu.ro

Offline
pinterest.com
13%
pinterest.com
11%
pinterest.com
12% (for question asking and Activities
answearing)
9% 6% 8% Shopping
twitter.com twitter.com twitter.com
13% 7% 10% Behavior
11% 4% 9% Consumer
linkedin.com ok.ru linkedin.com
10% 5% 7% Values
3% 3% Trends in
4%
reddit.com tumblr.com reddit.com
9% 4% 7% Action
4%
twoo.com 3% 2%
tumblr.com 4%
quora.com
5% Case Studies
8%
4%
3% linkedin.com tumblr.com 4%
quora.com 4% 6%
7%

National Population
Average for....

Access daily... From...
urban Single
users Youth
Online
91% 91% Activities
Facebook 27 25 77%
89% 14% Facebook and YouTube are
Instagram
45% 61% the two main social media Audio Content
49% 17 23%
4% platforms that they access
31% 37% on a daily basis. Other than Editorial
Google plus 13 9 40%
15%
2% these, they also like Content
21% 19% checking Instagram. And Offline

Twitter 15 8 26%
6%
3% mobile tops their preferred Activities
26% 29%
method of going online.
Pinterest
10% 11 15 28% Shopping
3% Behavior
Other social media sites
58% 84%
YouTube 15 39 82% they enjoy accessing are
77% Consumer
12%
Snapchat, LinkedIn and Values
29% 29%
Snapchat
17% 33 8 5% various blogs. Trends in
1%
18+ online users Action
19% 30%
LinkedIn 11 13 38%
14%
8%
Single Youth Case Studies
18% 13%
Tumblr 11 10 18%
8%
3%
30% 38%
Blogs 15 9 54%
13%
10%

Info source: Influence Me 2017, by SMG RO and Global Records 23 20
Influence Me – Topics & Motivations
Influencers occupy an important
place in the hearts of Single
Food Fashion Beauty/ Personal care Lifestyle House/ Garden/ DIY IT&C Youths.
Online
56% 59% Activities
44% 44% 44%
Lifestyle posts are among their
41% 41% 38%
39% 35% 32% 35% 32% 35% 36%38% 37% preferred across all social media Audio Content
28% 30% 27% 28%31% 27% 27%29% 25%
22% platforms.
17% 16%
10% 11% 9%
2% 3% 3% 1%
Editorial
While Instagram is more for the Content
Facebook Instagram Twitter YouTube Blogs Average for all that fashion oriented Single Youth,
follow influencers in Offline
IT&C posts are more accessed
social media Activities
from Facebook and beauty and
personal care from YouTube. Shopping
Behavior
Motivation to follow Influencers Their main motivation to follow Consumer

To inspire To be in the know To find answers/ advice To find comfort To connect To feel good/ relax To be entertained
influencers is that of being in the Values
know (especially on Facebook).
Trends in
56%57% Also, they turn to influencers on Action
52%
42%
48% 48%
41%
47% Instagram, YouTube and blogs
38% 40% 37%
37%
35%35%34%
29%
28%
34%31% 33% 30% whenever they feel the need to
17%
23%
19% 19% 17% 19%19%
17%
be inspired.
14%
11%
8% 5%9%4%3%6%5%6%

social media
Influence Me – Advertising Content
Preferred Promotional Content used by Influencers Video Content

Online
Activities
Audio Content
44%43% 41%39%
39%35% 39% 37% Editorial
30% 31% Content
25% 27% 26% 28% 27%
23%
17% 18%
12% 14%14%17%11% 11% 14%16%15% 12%10%
17%
13%
8% 9% 9% Offline
1% 3% 6% 4% 3% 3% 3% 6%
Activities
Facebook Instagram Twitter YouTube Blogs Average for all that follow
influencers in social media
Shopping
Behavior
Consumer
Values
Facebook promotional content that are among their preferred types are product presentation videos, product trial and
Trends in
promotional articles. Similarly, Single Youths prefer these types of content when viewed on YouTube (videos with the product Action
and presentation videos) and blogs (promotional articles).
Case Studies

Influence Me – Reactions to Advertising Content
24% Video Content

22%
31%
Facebook 15% Search for the poduct/ brand IS, but I didn't buy it
15% Online
10%
23% After noticing advertising Activities
28%
content on Facebook, Single
14% I bought the product/ brand
8%
17%
Youth will often look for more Audio Content
Instagram 2%
5% information on that particular
0%
6% product or brand. Editorial
Content
1%
0%
2% Also, Single Youths are more
Offline
Twitter 2%
1% I recommended the product/ brand
likely to recommend products Activities
1%
1% which they have seen via
22%
advertisements on Facebook and Shopping
14% Behavior
13%
25%
I asked for opinions on the channel I saw it YouTube.
YouTube 13%
14% Consumer
10% Values
12%
32%
I took part in events sponsored by the brand
13% Trends in
11% Action
13%
Blogs 6%
9%
8% I took part in contests sponsored by the brand
9%
25% Case Studies
21%
Average for all 17%
that follow 15%
13% actions
influencers in
7%
social media 12%
30%

Gaming devices & frequency
Video Content
47%
Play games weekly on any device or online 73%

77% Online
68% On a weekly basis Single Youths love to play Activities
38%
games on any device. They enjoy doing so on
62%
Play games on PC/Wii/ PS/ mobile phone weekly
64% their mobile device since it offers them the Audio Content
57% flexibility of playing at any time and in any place.
23% Editorial
44%
Play games on mobile phone
46% Overall, men play more games than women do, Content
40%
20%
both on mobile devices and on other devices Offline
36% such as PC, Wii and PlayStation. Activities
40%
29% Shopping
16% Behavior
Download software/ games weekly 34%
39%
27% Consumer
19%
Values

41% Trends in
16%
30%
Play games on social networks weekly Single Youth Case Studies
32%
25%
8%
Men Single Youth
16%

Video Content
6% 9% 7% Online
gtarcade.com gtarcade.com gtarcade.com
3% 6% 4%
steampowered.com
6% gameforge.com
7% gameforge.com Gtarcade.com is the most Audio Content
5%
accessed gaming websites in
2% 4%
steamcommunity.co
5%
gamingwonderland.co
steampowered.com
3% both urban and rural areas. Editorial
m m 5% 5%
Content
4% 4% 3%
gameforge.com steamcommunity.co
4% steampowered.com
5% m 4%
Offline
Activities
5%
8% gamingwonderland.co
loto.ro 3%
3% poki.ro 3% Shopping
3% m
Behavior
2% 4%
computergames.ro 3%
3% loto.ro loto.ro
2% 3% Consumer
Values
2% 6%
worldoftanks.eu steamcommunity.co 2% poki.ro
2% 3%
m 2% Trends in
Action
poki.ro 5% 2%
2% y8.com 4% computergames.ro
2% 2%
gamingwonderland.co
Case Studies
3% 3%
m 2% computergames.ro 1% worldoftanks.eu
2% 2%
y8.com 3% 4%
2% miniclip.com 1% y8.com
2% 2%
Info source: Gemius

Urban/ Rural/ Single Youth
National Population
Audio Content Offline & Online Consumption
Compared to all urban population, Single Youths listen more
Video Content
to radio online.
Audio content they listen to weekly…. In both urban and rural areas Single Youths tune online
Online
from PC/ laptop. Most likely they listen radio online during Activities
Men Women work, as a background noise. Compared to all urban
Single
All urban Single Single
Youth
Youth Youth
population they also tune in more via their mobile phones. Audio Content
Online 26% 48% 48% 48% Their offline radio preferences are more or less in line with Editorial
those of all urban population, except in the case of radio Content
Offline 53% 50% 52% 46% consumption via their mobile devices. In both urban and
Offline
rural areas, more Single Youths tune in from their mobile Activities
phones.
Shopping
Behavior


Consumer
85% 68% 77% Values
PC/laptop 38% 24% 33% 84% 66% 77%
Trends in
8% 6% 7% 21% 17% 19%
Action
11% 10% 11%
22% 15% 19% 23% 18% 21% Case Studies

34% 24% 30%
iPod, MP3 iPod, MP3

6% 4% 5% 9% 6% 8%
7% 7% 7% Player
Player
11% 6% 8% 7% 5% 6%
12% 7% 10%

Video Content
Online
Activities
31% 23% 27%
Kiss FM Kiss FM
42% 38% Kiss FM
40% Single Youths’ top offline radio
Audio Content
32% 21% 27% preferences are occupied by Kiss FM and
ZU ZU ZU
37% 26%
33% Radio ZU, in both urban and rural areas.
29% 14%
Editorial
18%
Others
24%
ProFM 17% ProFM Content
20%
In urban areas the third most listened to
12% 16%
Virgin Radio Europa FM
9%
radio station in Virgin Radio, whereas in Offline
22% 15% Virgin Radio
19% Activities
22% 5% rural areas this position is occupied by
24%
ProFM
22%
Virgin Radio
15% Others
19%
Europa FM. Shopping
28% 18% 22%
Behavior
Europa FM Others
20% 12% Europa FM
18%
Consumer
17% 10%
Magic FM Digi FM 13% Values
18% 11% Magic FM
15%
15% 15%
13%
Trends in
Digi FM Ant. Satelor
13% 10% Digi FM 12%
Action
7% 8%
Rock FM Magic FM 24%
9% 10% Actualitati
8% Case Studies
26% 22%
Actualitati Actualitati 5%
8% 9% Rock FM
7%
Info source: MasoR8

Video Content
Online
3%
Single Youth in both urban and rural
2%
3% Activities
radiozu.ro radiozu.ro radiozu.ro areas listen to well-known radio
6% 4% 5%
stations online. Their top preference is Audio Content
Radio ZU.
Editorial
3% 1% 2%
europafm.ro
Content
kissfm.ro kissfm.ro
3% 2% 3%
Offline
Activities
1% 1% 2% Shopping
kissfm.ro europafm.ro europafm.ro Behavior
3% 1% 2%
Consumer
Values
2% 2%
1% Trends in
asculta-radio-live.com asculta-radio-live.com
1%
asculta-radio-live.com
1%
Action
0%
Case Studies
0% 2%
radiofly.ws 0% radiofly.ws
0% radiofly.ws 0%
0%

National Population
Video Content
40% 30% 35% Kiss FM and Radio ZU are the stations Online
Kiss FM 67% Kiss FM 58% Kiss FM 63%
69%
64%
58%
57%
64%
62%
with the highest awareness among Activities
40% 24% 32% Single Youths in both urban and rural
59% 46% 54%
ZU 59% ZU 46%
ZU 53% areas. Audio Content
60% 46% 56%
47% 20% 41%
Other 45%
47% Pro FM 30%
33%
Other 38%
37%
In urban areas Virgin Radio and Digi FM Editorial
43% 22% 40%
have a higher awareness among men Content
28% 26%
34%
Europa FM 33%
Other 28% Pro FM 31% whereas Magic FM scores a better Offline
33% 25% 31%
32% 34% 29% awareness among women. Activities
30% 16% 23%
Pro FM 31% 25% Europa FM 30%
30% Europa FM 27% 31% Shopping
32% 20% 29%
Behavior
15% 6% 11%
31% Magic FM 14% 24% Consumer
26% 14% 20%
Values
15% 6% 11%
18% Virgin Radio 16%
26% 16% 22% Trends in
8%
20% 21% Action
6%
Rock FM 11% 10% Actualitati 10%
12% Actualitati 12%
11% 11% 7%
6% Case Studies
11% 9%
11% 6% 10%
Digi FM 14% 7% Digi FM 11%
Digi FM 8%
7% 7%
22% 5%
4%
10% 1% 9%
Actualitati 12% 5% Rock FM 9%
Rock FM 6%
8% 8%
1%
Info source: MasoR8 Urban/ Rural/ Single Youth Men from Single Women from Single
National Population Youth Youth
Video Content
Top 10 Favorite radio programs Although they listen daily, in urban areas
Urban population
Single Youths listen to radio less compared Online
Single Youth
to all urban population. Single Youths Activities
Men Single Youth
from rural areas listen to radio more on a
Women Single Youth
39% 38% 38%37%
33% daily basis compared to all rural Audio Content
32%27%
27%26% 25%
28%
25%
21% 20%
23%
21%18%19%
24% population.
21% 20%21%
18% 17% 18%18%
19% 17% 20% 15% 19%
14% 18% 16% 16% 16%14% 16%15% Editorial
8%
The main reason why they tune in is to Content
Music Weather News News Morning Road News Entertainment Horoscope Health Science Sports listen to music. Offline
Programmes Show Programmes Programmes Programmes
Activities
Urban Rural National Shopping

Behavior
56% 44% 50%
6-7 times/ week 6-7 times/ week 6-7 times/ week
Values
22% 15% 18%
25% 15% 21% Trends in
Action
10% 11% 10%
1-2 times/ week 14% 1-2 times/ week 1-2 times/ week
14% 14%
Case Studies
6% 6% 6%
1-3 times/ month 1-3 times/ month 1-3 times/ month
8% 7% 7%
Didn't listen to radio 7% 25% Didn't listen to radio 15%

Didn't listen to radio
lately 5% lately 20% lately 11%

Type of music listened Events attended monthly Video Content
40% Online
Pop/Disco/Dance 49%
6%
45%
56%
Any musical events
10% Their preferences in terms of music Activities
16% 6%
genres are pop/disco/dance, rap/ hip hop
34%
Rap/Hip Hop 35% Non-musicical events
8%
and electronic/ house/ rave. Audio Content
31%
12%
Electronic 25% Their participation rate at music events is Editorial
Music/House/Rave 27% Content
21% slightly higher compared to all urban
15%
24% Pop/ rock concerts 3% population. Offline
Rock Music 6%
24% Activities
24%
27% Modern dance 3%
23% 5% Shopping
27%
Behavior
3%
22% Ballet
5% Consumer
Latino Music 21%
17% Values
27% 3%
Opera
38% 5%
Old Music/Songs 21% Trends in
19% Action
23% 3%
Jazz concerts
21% 4%
Ambiental Music 20%
19% Case Studies
Classical music
4%
16%
Oriental Music/Manele 18% Single Youth
18%
19%
None 17%
20%
13% Women Single
Youth
Video Content
Editorial content read weekly….
Online
Single Men Women Activities
All urban
Youth Single Youth Single Youth Single Youths consume more online
Online 23% 34% 33% 36% editorial content compared to all urban Audio Content
population.
Offline 46% 35% 35% 36%
Editorial
Books 23% 24% 19% 30% Content

Activities
30% 24% 18% 20% 29% 32% 18% 20%
5% 3%
Shopping
Daily Or Almost Weekly 1-3 Times/ Month Less often Never Behavior
Daily
Consumer
Read newspapers…. Values
31% 24% 25% 29%
10% 14% 17% 19% 25% Trends in
5%
Action
Daily
Case Studies
Read books…
30% 31% 37% 34%

16% 18% 10% 11%
Weekly 1-3 Times/ Month Less often Never
Info source: SNA Focus Urban population Single Youth

Video Content
12%
Single Youths are slowly Online
13% 10%
National Geographic
3%
3% sfatulmedicului.ro 14% sfatulmedicului.ro 10% sfatulmedicului.ro 12%
10%
moving away from print Activities
3% 12% 8%
3% 16% 12% 15% format, preferring to read
13% 9% 12%
6% any editorial content of
Rebus (Flacara) 3% csid.ro 14% csid.ro 8% csid.ro 11% Audio Content
3% 11% 6% 9%
3% 16% 10% 14% their own choosing online.
10% 8% 9%
2%
Auto Motor Si Sport 2% 9% 6% unica.ro 7% Editorial
3% eva.ro 6% unica.ro 5%
0%
12%
4% 10% Offline their top choices of Content
8%
6% 10% 5% 8%
Practic In Bucatarie 2%
8% eva.ro 7% reading are in accordance Offline
1% unica.ro divahair.ro 6% 5%
3% 6%
11%
3%
9% 10% with their hobbies, Activities
4% 9% 8%
6%
Click Sanatate 2% 7%
preferences and interest
1% descopera.ro 8% 5% descopera.ro Shopping
2% 9% eva.ro 7% (nature, travel, auto-moto,
4% 6%
1%
7% 6% 6%
Behavior
Cosmopolitan 2%
0%
4% 6% lifestyle).
8% divahair.ro 6%
4% vice.com descopera.ro 5% 3% Consumer
8% 5% 9%
7% 5%
4%
2% 6% 3% Online, in both urban and Values
Libertatea Pentru Femei Retete 4%
1% 6%
3% 6% vice.com
divahair.ro 3% perfecte.ro 5%
3%
6%
6%
rural areas, Single Youths Trends in
4% 10% 6%
Click Pofta Buna 2%
1%
5% 4%
4% mostly access magazines Action
3% 5%
perfecte.ro 6%
5% kudika.ro 4% perfecte.ro 4% related to medicine and
1% 7% 2% 7%
Historia 2%
2%
4% 3%
6% 5% healthy lifestyle. Case Studies
1% kudika.ro 5%
andreearaicu.ro 5% 3% 3%
2% ele.ro 2% 7%
2% 8%
Academia Catavencu 1% 4% 3%
2% 5%
1% 3%
5% andreearaicu.ro 4%
kudika.ro 3% 3% 2%
desprecopii.com 2% 6%
8%
4%

Urban/ Rural/ Single Youth Men Single Youth Women Single Youth
National Population
Editorial Content: Newspapers Online & Offline titles
Recent Read offline Visited online Video Content
Single Youths are more Online
23% 16% 20%
Gazeta Sporturilor
3%
3% adevarul.ro 23% adevarul.ro 13% adevarul.ro 19% likely to visit newspapers Activities
4% 25% 13% 20%
1% 21%
19%
13% 18% websites than to read them
14% 17%
Libertatea
3%
2% libertatea.ro 15% 10% libertatea.ro 13% offline. Such is the case Audio Content
3% 16% libertatea.ro 10% 13%
2% 14% 10% 13% particularly for Single
4% 14% 8% 12%
Click 2% 11% 7% 9% Youths from urban areas. Editorial
3% gandul.info 13% click.ro gandul.info 10% Content
1% 7%
9% 8% 8%
2% 12% 11%
Libertatea-Editia De Duminica 2% 10%
7%
9%
In both urban and rural Offline
2% click.ro evz.ro 6% click.ro
2% 10%
11% 7%
5%
9%
10% areas, women and men Activities
3% 11% 8% 10%
Click De Duminica 1% consume the same
2% evz.ro 9% 6% evz.ro 8% Shopping
1% 10%
9%
gandul.info 6% 9%
7%
newspapers and are more Behavior
2% 6%
Tvmania 1% 7% 5% 6% or less in line with all
2% 6% 5%
1% jurnalul.ro 6% jurnalul.ro 4% jurnalul.ro 5% population. Consumer
6% 3% 5%
1% 4% Values
1% 5% 3% 4%
Adevarul 2%
1% romanialibera.ro 4% 2% romanialibera.ro 4%
5% romanialibera.ro 2% 4% Trends in
2% 4% 4%
Click Pentru Femei 1% 3% 3% 2% Action
0% 1%
2% cotidianul.ro 2% cotidianul.ro 2%
2% cotidianul.ro 1% 2%
3% 2% 1% 1%
Libertatea Pentru Femei 1% 1% 1% 1% Case Studies
0% 0%
2% 1% 1%
Dilemaveche.ro 1% 0% Dilemaveche.ro 1%
1% Dilemaveche.ro 0%
1% 1% 1%
Catavencii 1% 1% 1% 2%
1% 0%
curierulnational.ro 1% comisarul.ro 1%
1% curierulnational.ro 0% 1%
1% 0% 0%
0%
Info source: SNA Focus & Gemius Urban/ Rural/ Single Youth Men from Single Women from Single
National Population Youth Youth
Video Content
63% 59% 66% 48%
Online
9% 10% 6% 16% 9% 12% 10% 15% 18% 18% 17% 20%
Single Youths (especially women more than men) Activities
More than 5 books 3-4 Books 1-2 Books None are more likely than all urban population to
purchase a book. Audio Content
Urban population Single Youth Men Single Youth Women Single Youth
Compared to men from this category, women Editorial

Content
Buying place
enjoy more reading prose and specialized books.
Book genre
Also, most of them will purchase books from the Offline
50%
None 49% 51% bookshop. However, they also purchase from Activities
57% 51%
23%
36% Do Not Buy
39%
58% second hand bookshops, from hypermarkets and Shopping
Prose (Novels/Short 20%
14%
28% supermarkets. Behavior
Stories) - Other Than Sf 28% 29%
Bookshop 23%
17% 39%
Other Kind Of Books 18% 10%
Consumer
14%
26%
Second Hand Bookshop 12% Values
11% 10%
Specialized Books 15%
16%
(Medicine/Computers) 14% 9% Trends in
19% 12%
7%
Hypermarket/Supermarket 9% Action
10% 16%
Science Fiction 10%
10% 9%
11%
7% Mail'Order 9% Case Studies
Political/Historical/Social 8% 14%
Themes 8% 10%
7%
Book Market 10%
7% 7%
Poetry 7% 15%
6%
9% 13%
5% Printed Press Distribution Stall 10%
9%
Children Books 5%
4%
12%
5% 6%
Romanian Internet Sites
8%
(Www,Adresa,Ro) 13%
14%
17% I Meet With My Friends
ssss
48%
63%
Online
9%
62%
65% Single Youths spend more time outside Activities
5-8 Hours/Day
14%
15% Go For A Walk
55%
62% during weekend days.
17% 60%
13% 66%
20%
Audio Content
24%
3-5 Hours/Day 27%
27%
Practice Sports/Fitness 33%
35%
Their preferred out of home activities
29%
27%
12%
are meeting with their friends, going Editorial
40% 27%
1-3 Hours/Day 36%
32%
Go To Cafes 27%
27%
for a walk and practicing a sport. Content
42%
22%
26%
7% Going Shopping Offline
Less Than 1 Hour/Day 6%
5%
24%
30% Women enjoy going for walks and Activities
8%
Make Photos (Amateur Photograph)
11%
18% going shopping whereas men are more
16%
Urban population Single Youth 20% likely to practice a sport and go to Shopping
9% Behavior
Men Single Youth Women Single Youth To go bars or pubs 18%
21%
bars/pubs.
13%
12% Consumer
Time spent outside Weekends I Ride With Bike 17%
20% Values
13%
12%
13% 10%
More Than 8 Hours/Day 14% 15% Trends in
Other 16%
10%
14% Action
17%
21% 11%
5-8 Hours/Day 23% Visit Free Markets/Exhibitions 15%
18% 17%
12%
29%
Case Studies
10%
3-5 Hours/Day 33% 14%
32% Go On Trips 15%
34% 14%
32% 5%
1-3 Hours/Day 26% Going To The Cinema 10%
23% 10%
30% 9%
8% 6%
6% Go To Hairdress/Barber 10%
6% 9%
6%
Go To Manicure/Cosmetics 8%
12%
Sports in L12M
Video Content
Activities in L12M
78% Online
None 64% 8%
57%
Aerobic/Fitness 16% Activities
75% 14%
9%
18%
21% Overall Single Youths have a reduced interest in
Football Audio Content
5%
26% 6%
13%
paying to attend sports games/sporting events.
Snooker
5% 15%
8% 9%
Cycling 9% Out of all sports, men present the highest interest Editorial
5% 5% Content
4% Jogging 11% in football. Women, however, are more keen on
Gymnastics 7% 11%
7%
7%
10% doing aerobic/fitness (special equipped halls). Offline
6%
Activities
4%
Basketball 7% Other Activity 9%
8% 9% Shopping
6% 8%
4% Behavior
Lawn Tennis 7% 4%
7% 8%
6% Roller Skating/Skateboard Consumer
7%
3% 9% Values
Body Building 6%
8% 4%
3% 7% 78% 76% Payed to attend Trends in
Camping (Tent Trip) 68%62%
4% 8%
6% 6% Action
Chess 7%
5% 2%
Extreme Sports (Bungee 4% 19%
4% 9%14% 5% 4% 7% 9% 5% 3% 5% 6% 3% 3% 4% 6% 3% Case Studies
Voleyball 6% Jumping/Rafting/Etc) 5%
5% 4%
7%
None Football Other Sport Lawn Tennis Handball
3% 2%
Skiing/Snowboarding 6% Golf 4%
6% 4% Urban population Single Youth Men Single Youth Women Single Youth
6% 3%

Video Content
86%
Watching TV 78% When at home, they are highly likely spending Online
77%
78% Activities
their time in front of a screen. Compared to all
54%
Using the computer 74% urban population, single youths are less interested
72% Audio Content
77% in spending their free time at home watching TV.
66%
66%
Rather, they can be found using a computer,
Relaxing Editorial
64%
68%
having friends over and playing games (on PC, Wii, Content
46% PlayStation, mobile phone etc).
Receiving guests 54% Offline
53%
55% Activities
53%
Compared to men, women are more likely to
Listening Radio 50% enjoy their time at home cooking from pleasure Shopping
52%
46% and reading books or magazines. Behavior
26%
Play Pc/Wii/Playstation/Mobile Phone 39% Consumer
40%
37% Values
48%
Cooking From Pleasure/Passion 34% Trends in
26%
45% Action
Reading Newspapers 29%
29% Case Studies
29%
35% Single Youth
Reading Magazines 27%

25%
23%
Reading Books (Others Than Books School) 24%
30%
Shopping Behavior
Most important deciding criteria
In this life stage, women are the main Video Content
I enjoy shopping from places 78% shopper of the household.
where one can find many different 78%
76% Online
77% products. 82%
Product's characteristics 81% 67% Whenever there is a new purchase to be Activities
80% When visiting the stores, I expect
83% to get some advice, 65% considered, the top three things that
65%
69% recommendations about the… 65% single youths will look at are product Audio Content
65% 66%
Price
67%
characteristics, price and brand.
Quite often I buy products on 64%
61%
special offers, promotional prices. 64% Women enjoy shopping from places where Editorial
47% 66% Content
59%
they can find many different products.
Brand 48%
50% Ordered products can be different 62%
45% compared to site 58% Offline
35% 67% Women love to have shopping sessions in Activities
Previous experience 37% It happens that the advertisement
57% places that offer a wide range of products.
38% 59% Shopping
36% of a product reminds me to buy it. 56% Also, they prefer buying from stores rather Behavior
63%
29% 52% than online because it gives them the
Special offers 27% You can't have product 59% chance to see and examine the products Consumer
26% immediately if you order online 58%
28% 60% up close. Values
20% 61%
I like buying from stores more than 57% Trends in
Expert recommendations 21% from online 55% Action
20% 61%
23% Main shopper
52%
15% I usually go through stores just to 57%
54%
Case Studies
Friends' recommendations 16% see what's new.
16% 63% 77% 71% 67% 78%
16%
61%
6% I usually read carefully the 57%
8% products labels. 57%
Commercial information 57%
9% Yes
7% It happens that seeing a 54%
commercial, I want to have that 56%
54% Urban population Single Youth
particular product. 60%
Men Single Youth Women Single Youth
Shopping Behavior By Customer
Shop… Video Content

96% 96% 96% 95% Urban population Single Youths love to shop online
56% 56% 56% Single Youth since it saves them time to do other Online
37% 32% 33% 31% 31% 31% 32%
18% 21% Men Single Youth things. They shop from both Activities
Women Single Youth Romanian and foreign online stores.
Shop offline Shop online Shop online abroad Shop online in
Romania Audio Content
On a weekly basis they prefer
Offline they shop weekly from… purchasing their necessary goods Editorial
63% 64% 64% 64% from small neighborhood stores Content
50% 49% 50% 50%
44% 38% 36% 41%
27%
33% 32% 35%
and from supermarkets. They are
7% 10% 10% 10% 6% 8% 9% 6% 5% 6% 7% 6% Offline
more likely to have a quick trip to Activities
Small Supermarkets Market Hypermarkets Cash& carry Other stores DIY the stores that is nearest to their
neighbourhood Shopping
stores house whenever they are in the
Behavior
Visited hypermarkets in L3M
Visited supermarkets in L3M Visited Electronics/ appliances stores in need for something.
71% 62% L3M Consumer
Kaufland 73% Lidl 64% Values
74% 63%
71% 66%
49% 45% 36%
Carrefour 55% 43% 43% Trends in
51% Profi Altex
61% 42% 45% Action
45% 40%
39%
51% 37% 26%
Auchan 36%
50% Penny Market 29%
52% 36% Flanco
30% Case Studies
19% 35% 27%
Cora 22% 31%
19% 15%
25% Billa 35% 23%
36% Media Galaxy
13% 34% 23%
Selgros 15% 24%
17% 21% 2%
13% Mega Image 26%
24% Technomarket 3%
12% 30% 4%
Metro 14%
16% 2%
12%
Video Content
Are…
56% 54% Online
20% 18% 18% 24% Activities
6% 5%
During Black Friday most Single
Involved buyers Lost buyers Seduced buyers BF indifferent Youths are involved buyers Audio Content
(especially women). Compared to
Average interest for BF 2017 women, men from this life stage are Editorial
more likely to be lost buyers. Content
Adult online users However, both men and women Offline
1=Not at have expressed interest in Black
all 2 3 4 5 6
7=Very 5+6+7 Activities
interested Friday 2017.
interested
Shopping
4% 3% 4% 14% 21% 23% 30% 75% Behavior
Online Single Youth Consumer

Values
4% 2% 5% 12% 21% 32% 24% 77%
Trends in
Online Single Youth - Men Action
- 7% - 13% 7% 40% 33% 80%
Case Studies
Online Single Youth - Women
- - 33% - 33% - 33% 67%

Top 15
49% Video Content
Mobile phones, tablets and accessories 42%
42%
42% 64%
The categories that attracted both men and
34%
women were mobile phones, tables and Online
Computers, laptops and PC accessories 39%
30%
72%
accessories, and household appliances. Activities
15%
47%
68% Separately, women were more interested in Audio Content
32%
HH appliances 31%
32%
makeup products, perfumes, clothing, shoes
30%
76% and accessories, personal care devices, books, Editorial
Clothes, shoes and accessories 15%
44% skin care products and interior decorations. Content
61%
etc) 13%
30%
Offline
46%
Men were more interested in computers, Activities
21%
TV, electronics
17%
26% laptops and PC accessories, TV and electronics
Shopping
19%
82% and photo/video products. Behavior
Books 11%
26%
68% Consumer
Watches 17%
18%
17% Values
66%
4% Trends in
25%
12%
50% Action
Interior decorations 6%
18%
45%
Photo, video products 11%
15%
Case Studies
8% Urban population
91%
Personal care products 11% Single Youth
10%
13%
Sport and free time equipment 9%
8%
59%
Auto-moto products 7%
8%
5% Info source: Black Friday
Video Content
Adult online users Online Single Youth Online Single Youth - Online Single Youth -
Men Women
Online
Audio Content
5+
34% 34% 16% 8% 8% 4% 23% 11%
products
Editorial
4 Content
14% 11% 13% 11% 11% 15% 14% 8%
products
Offline
3 Activities
16% 21% 16% 25% 18% 25% 14% 25%
products
Shopping
2 Behavior
19% 18% 19% 19% 21% 17% 17% 20%
products
1 Consumer
18% 15% 15% 11% 23% 12% 7% 10% Values
product
Trends in
Action
Online Single Youths are quite inconsistent when it comes to keeping up with their plans for Black Friday.
They ended up purchasing slightly more than they planned to. On average they purchased around three or Case Studies
more products.

Retailers’ websites 88% 71%
92% emag.ro 83%
85% 62%
35% 25% Single Youths get most of their information
33%
Online
Retailers’ newsletters 27% elefant.ro 31% on Black Friday info and offers directly from Activities
37% 23%
22%
37% retailers‘ websites. Compared to all urban
28% 29%
Posts on Facebook 31% 24% population, Single Youths are more likely to Audio Content
27% altex.ro 44%
29% 10% be receptive to posts on Facebook related
Websites with all retailers and their offers 27% 11% to Black Friday information.
31%
15%
Editorial
24% fashiondays.ro
33%
12% Content
18%
Online search engines 25% Women are more likely to subscribe to
27% 15%
24% 12% Offline
20%
flanco.ro 13% retailers‘ newspapers in order stay up to Activities
17% 11%
Websites that compare prices and offers 17% 10%
date with any news on Black Friday offers
17% Shopping
15%
cel.ro 11%
19% whereas men will check out blog articles
14% 6% Behavior
Directly in store 17% and online comments in order to decide
11% 11%
16% mediagalaxy.ro 10% whether or not an item is worth Consumer
15%
11% Values
TV ads 10% 6% purchasing.
11% 11%
9% 9% Trends in
Urban population evomag.ro 15%
Online comments 9%
15%
Single Youth
4% Action
4%
8%
8% Men Single Youth 8%
7% pcgarage.ro 17%
Blog articles 13%
Women Single Youth 1% Case Studies
3%
8% 8%
6% aoro.ro 7%
Friends, family, colleagues 2% 8%
8% 7%

Shop online from… Video Content

Urban population
Single Youth
31% 31% 32% 32% 33% 31%
21% 18% Online
Men Single Youth
Activities
Women Single Youth
Compared to all urban population, Audio Content
Single Youths are more likely to
purchase items online, from both Editorial
Purchased products from Romanian online retailers Purchased products from foreign websites Romanian and foreign e-commerce Content
7% 3%
Clothing (Including Lingeries) 9%
12% Clothing (Including Lingeries) 6%
5%
websites. Offline
17% 9%
6% 3% Activities
10% Audio-Video Content 5%
Books 8%
13% 3%
6% From Romanian websites Single Youths
Shopping
4%
9% Footwear
3%
5% purchase clothing, books and IT&C Behavior
It&C Products (Pc/Laptop/Printer) 10% 4%
7%
2%
5% products. Women are also likely to
5%
Footwear 9%
7% Selfcare Products 4%
3% purchase clothing from foreign Consumer
11% 5% Values
5% 1% websites as well.
Selfcare Products 8% Books 3%
6% 2%
11% 4% Trends in
4% 1%
Audio-Video Content 6% Food Or Sweet 3% Action
7% 4%
4% 1%
3% 1%
Small Appliances (Iron/Friteuse) 5% It&C Products (Pc/Laptop/Printer) 2%
5% 2%
2%
Case Studies
6%
3% 1%
Large Appliances 4% Household Cleaners 2%
4% 2%
2% 1%
4% Electronics (Tv/Radio Set/Etc) 2%
Electronics (Tv/Radio Set/Etc) 4% 2%
4% 2%
1%
2% Large Appliances 2%
Food Or Sweet 3% 3%
3%
3% (Refrigerator/Cooker) 1%
15% Online
20% 21%
Price 18%
Payment On Delivery (Cash Or Card)
35% When choosing the online retailer, Single Activities
21% 33%
16% 38%
Youths will first and foremost look at
None 16% prices, followed by terms of delivery. Audio Content
18% 7%
14%
7% 15%
Payment On Website - Card
Terms Of Delivery: Timing/ Costs 10% 16% In terms of type of payment, women are Editorial
9% 13% Content
12% more likely to choose payment on delivery,
5% 7%
Special Offers 9%
13%
whether it‘s cash or card, whereas men Offline
9% 14% also opt for other types of payment (on Activities
12%
5%
8% website). Shopping
Personal Experience 8% 5%
8% Behavior
11%
4% Payment On Website - Virtual Bank Account
6% 12%
Website Reputation 7% 9% Consumer
6% Values
5% 5%
Dk/Na 6% 10%
5% Online Banking-Transfer In Supplier'S Account Trends in
6% 10%
3% 10% Action
Detailed Information About The 4%
Products/Serv 3% 5%
5% Case Studies
9%
On Bank'S Counter-Transfer In Supplier'S Acc
2% 10%
Comments Posted By Clients 3% 8%
4%
2%
2%
Wide Range Of Products/Brands 3%
3% Urban population Single Youth
3%
Men Single Youth Women Single Youth

HUMAN DESIRES
For my
place
Video Content
Some
For
more & Control & thing to & Connect & Online
Activities
happen
Audio Content
Believe
Editorial
Content
Offline
IN LIFE THEY ARE LOOKING FOR MORE, CONTROL, SOMETHING TO HAPPEN AND TO CONNECT WITH OTHERS Activities
Shopping
Single Youths want more from what life has to offer and want to live the best possible life that they can. They are in a constant search to discover not Behavior
just the world but also themselves. They are rarely contempt with what they already have and always fight to accomplish even more. They grew up
believing that they can have it all and as such they want nothing less that exactly what they have been dreaming for their entire lives. Consumer
Values
They know that the steps that they will take during this life stage will pave the way for the rest of their lives and therefore they will never settle and
they will keep fighting for what they want. This is also instilled by their extreme desire to control every possible outcome. What scares them the most Trends in
is going through life and never truly finding meaning or making an impact and leaving their mark in the world. Action
They know that the people they surround themselves with will influence their own evolution and as such they look to make connections that are Case Studies
meaningful and fruitful. Consequently, this also fuels their desperate desire to connect as much as possible with others.
While men from this age segment need to be driven by their own personal beliefs, women strive to find their place in the world in order to find
comfort and reassurance.

Trends in action: Technology Value Exchange
Video Content
Video has changed from a one way broadcast tool into a dynamic,
collaborative, and cultural experience....
Online
Viewing is just the start of the adventure. Emerging technologies are Activities
enabling Millennials to have deeper experiences with online video
content, going beyond basic likes and shares. They love having the Audio Content
opportunity to put their own mark on content by creating spoofs,
reworking old content, and making reaction videos. Content doesn’t Editorial
have to be original to be popular, the sequence of release does not Content
need to be linear, and the stars can be everyday people.
Offline
Activities
Entrepreneurialism and creativity runs in their blood....
Millennials have grown up in the digital age and more important in Shopping
Behavior
the new, global, digital/tech based economy where they socialize
ideas and information, creating possibilities that have the potential Consumer
to develop into lifelong success. This ‘start up culture’ encouraged Values
them to foster and grow their ideas and turn them into something
Trends in
bigger. Action
The most marketing savvy generation the world has known, love to Case Studies
play with anything and everything...
But don’t mistake playfulness with mattering. They carefully choose
who they interact with based on transparency, authenticity and
shared values.
Case study: Samsung S8 VR Activations
To amplify the launch of Samsung Galaxy S8 and S8+ and truly Video Content
feel the new generation of smartphones, we needed to let

Online
consumer experience the new phone in an innovative way. Activities
Using exclusively the Samsung technology (360 camera, Gear
VR and Galaxy S8) and partnering with Discovery Romania, Audio Content
we created 360 VR content with a parachute jump, extremely

Editorial
real and authentic. Content
This VR app was available during some of the biggest events
Outdoor
across the country, highly attended by our target: iCEE Fest Activities
Romania, Neversea and Untold. People had a great
Shopping
experience and felt as if they were, indeed, jumping with a Behavior
parachute, as they were lifted, physically, while wearing a
Consumer
Gear VR with the application running. We also had a photo Values
booth that captured people while ,,flying’’, offering them a
Trends in
unique and pretty funny memory. Action
We used a dedicated hashtag, #unboxyoursummer, part of
our #unboxyourphone campaign. People could post or share Case Studies
their photos, using our dedicated hashtag.
Video Content
All Teens
Weekly Teens Teens Men
urban Women
Online
Watch TV Activities
86% 80% 81% 79%
offline
Watch TV Audio Content
39% 69% 70% 68% Even though they watch TV
online
preponderantly offline, they are more Editorial
likely than the urban population to Content
Device possession Type
consume online video content.
Offline
43% Activities
96% Tube
First Tv Set 45% In their families it is more common than in
98%
the rest to have 2 TVs (usually regular Shopping
24% Behavior
Plasma ones, not Smart TV) or a video camera.
62% 30%
Second Tv Set Cosnumer
69%
Values
26%
LCD 22%
14%
Trends in
Video Camera
26%
Action
14%
LED
12%
Urban population Teens
Case Studies
16%
Independent Dvd
19%
7% 58%
Home Cinema Regular
64%
8%
19%
Info source: Sna Focus Smart
20%
TV Programs Watched
Ratings Urban Rural National Video Content
14% 6% 14% Online

IUMOR 10% ROMANII AU TALENT 11% Activities
9%
10%
11% 11%
11%
They consume shows with high
10%
8% 8% 5% awareness for all life stages
6% 9% 8%
Audio Content
CHEFI LA CUTITE 5% VOCEA ROMANIEI JUNIOR 8% IUMOR 8% investigated, probably while
7% 11% 8%
8% 12% 8% watching TV with the whole Editorial
6%
LAS FIERBINTI 8%
6%
8% family. Content
9% 11% 10%
10% 7% 11%
Offline
LAS FIERBINTI 6% CHEFI LA CUTITE 7% LAS FIERBINTI 7% Teenage girls from urban areas Activities
6% 6% 7%
5%
5%
9% 7%
7%
have higher affinity for watching
6%
5% 7% 7% talent shows like Vocea Shopping
IUMOR NEXT STAR CHEFI LA CUTITE
4% 6% 6%
Romaniei Junior, Iumor, Zaza Behavior
7% 7% 8%
9% 3% 9%
SUFLETE TRADATE/SAATH
sing or Uite cine danseaza. In Cosnumer
NEWS PRO TV 19:00 5% 7% WEATHER NEWS PRO TV 19:00 5%
6%
4%
NIBHANA SAATHIYA 9%
4%
6%
5%
rural areas they watch more Las Values
8% 6% 6% Fierbinti than in urban.
WEATHER NEWS PRO TV 5% PRO TV/MOVIE FRIDAY PT 1 7% PRO TV/MOVIE FRIDAY PT 1 5% Trends in
19:00 6% 7% 6%
4% 6% 5% Action
8% 7% 6%
SPORT NEWS PRO TV 19:00 5% 6% NEXT STAR 5%
6% NEWS PRO TV 6% 4% Case Studies
4% 6% 6%
4% 7% 4%
ZAZA SING 5% PRO TV/MOVIE SATURDAY PT 1 6% ZAZA SING 5%

2% 6% 3%
8% 6% 8%
7% 9% 6%
5% 6% PRO TV/MOVIE WEDNESDAY PT 1 5%
UITE CINE DANSEAZA 3% WEATHER NEWS PRO TV 19:00 6%
6%
7% 5% 4%
Info source: Infosys Urban/ Rural/ Teens Teens Men Teens Women
National Population
Video Content
17%
Any audio-video content 19% Online
56% 18%
21% Activities
Comedy 60%
55%
67%
Audio Content
52% Don‘t pay more than the urban
Action Movies 51%
54%
6% population for audio-video content, Editorial
7%
Movies
49% 5% but if they do, it will be for movies , Content
9%
40% 6% music albums, games or software.
35% 6% Offline
Romance Music-Albums Of Author
20% 3% Activities
50%
2%
9% They like comedies. Teenage girls also
18%
4%
like romances and dramas, while boys Shopping
34% Pc Games
Horror Movies 4% will go for action or S.F. Movies. Behavior
35% 5%
34% 2%
Programmes/Licenced Cosnumer
21% 4%
Software 3% Values
31% 5%
S.F.
36% 3%
25% Trends in
Urban population Music-Compilations 3%
3% Action
30%
4%
28% Teens
Drama
18% Cartoons/Movies/Music/Stor Case Studies
38% Teens Men ies For Children 1%
19% 5%
Teens Women 2%
Other genre 19%
20% Foreign Language Courses 2%
1%
18% 4%
Info source: Sna Focus

Video Content
10% 8% 7%
16% 11% 13% Online
filmeonline.biz f-hd.net 13% f-hd.net 12%
12%
10% 14%
Activities
20%
9% 10%
11%
filme-bune.net 10% 13%
filmehd.net 16% 8% filmeonline.biz Audio Content
13% 12% 12%
19% 13%
12%
7%
filmeonline.biz 10%
8% They are more likely than the
15% 13% 12% Editorial
filme-bune.net 10% 8%
7%
filme-bune.net 9% general population to access
20% 15% Content
6% zfilme-online.net 7% 9% websites with movie content,
7% 10%
f-hd.net 15%
11%
7% filmehd.net 10% girls even more than boys. Offline
5% 7% 6%
veziserialeonline.info 1%
14% 11% zfilme-online.net 10%
zfilme-online.net 9% 10% 8% Shopping
18% 12%
filmehd.net 7% 5% Behavior
5% 9%
6% 10%
veziserialeonline.info 12% veziserialeonline.info
4% 6% 3% Cosnumer
19% 5% 14%
voxfilmeonline.net 7% 5% Values
6%
4%
11% 7% filmeserialeonline.org 7%
filmeserialeonline.org 5% 4%
16% filmeonline2013.biz 5% 9% Trends in
9%
4% 3% 6% Action
9% 5% 7%
filmeonline2016.biz filmeonline2013.biz 7%
4% filmeonline2016.biz 2%
13% 4% 7%
3%
filmeonline2013.biz 9% filmeonline2016.biz 5%
5% vezi-online.com 2% 4%
14% 1% 6%
3% 2%
3% 2%
2% filmehd- filmehd- 3%
cinematrix.net 1% 2% subtitrate.com 2%
subtitrate.com 3% 5%
4% 2%
Info source: Gemius Urban/ Rural/ Teens Teens men Teens women
National Population
Websites for Video Watching
Video Content
74% 79% Online

youtube.com 76%
87% youtube.com youtube.com Activities
87% 87%
79% 81%
facebook.com
80% Audio Content
80% facebook.com facebook.com
82% 81%
12% 11% Editorial
cinemagia.ro
12% YouTube and Facebook are Content
cinemagia.ro cinemagia.ro
19% 13% 15% top websites they use for
13% video watching online. Offline
8% 7%
imdb.com Activities
16% f-hd.net
11%
f-hd.net Their high interest for
13%
movies and TV series Shopping
12%
filmeonline.biz
10%
filmeonline.biz
11% reflects in top visited Behavior
16% 10% filmeonline.biz
13% websites.
7%
Cosnumer
13% 8% Values
filme-bune.net romaniatv.net
15% 9%
filme-bune.net
12%
In rural areas there is a
higher preference towards Trends in
5% 8% 11% Action
veziserialeonline.info
12% imdb.com imdb.com
TV stations websites.
8% 12%
6% 5% 15%
Case Studies
filmeserialeonline.org veziserialeonline.info
11% romaniatv.net
7% 10%
2% 5%
3%
cinemacity.ro a1.ro
7% veziserialeonline.info
2% 10%
Info source: Gemius Urban/ Rural/ Teens

National Population
Online Consumption
Video Content
Device possession Daily Online Time
Online
Activities
They are heavy users of Internet, having
32%
9% multiple connected devices and going online
<60 Min Audio Content
Desktop 5% from multiple devices to a higher extent
41%
versus general urban population. Editorial
Content
9%
61-120 Min
32% 8% Offline
Laptop/Notebook/Ne Activities
tbook 39% All Teens
Weekly Teens Teens Men
urban Women Shopping
8%
121-180 Min Behavior
8% Online 66% 89% 89% 89%
15%
Cosnumer
Tablet
Values
17% 6% Accessing device 77%
181-240 Min 65% Trends in
54% 47%
8% Action
21%
16% 6% 10%
8% Pc (Desktop/Laptop) Tablet Mobile Tv (Smart Case Studies

Urban population 24%
Console Possession Phone/Smartphone Tv/Blueray/Console)
16% 240+ Min
50% Urban population Teens
Teens

PC Usage
Video Content
Purposes
19% Online
Play games 41%
49% Activities
32%
23%
Listen Music 40% Audio Content
40%
41%
They use their PCs for a multitude of purposes,
31% but mainly for playing games, listening to music, Editorial
39%
Online surfing 37% surfing the net, watching movies or studying. Content
40%
22%
Boys use it more for playing games, while girls
Offline
Watch Movies 37% will watch movies, or e-mail more. Activities
33%
42%
19%
Shopping
Educational Purpose/Self Study 29%
28% Behavior
31%
23%
Cosnumer
E-mail 23%
20% Values
27%
11%
Trends in
Other Hobbies (Not Games) 18%
19% Action
17%
5% Urban population Teens
Chat 11% Case Studies
12%
10%
7%
Listen To Radio 10%

11% Teens Men Teens Women
10%
12%
Online Shopping 10%
10%
10%
Mobile Usage
Talk time No. of SMS
Video Content
8% Online
5%
12% Activities
180+ Min 14%
12% 100+
11% Many of them own a smartphone, compared to
12%
6%
16% the urban population. Audio Content
9%
5% They write more SMSs than the urban population
121-180 Min 11%
7% 50-100
9%
and those that use their phones for calling, also Editorial
11%
13% speak more than the rest. Content
15%
6%
17% Offline
61-120 Min 12% Boys will tend to write a maximum of 30 SMS per
19% 31-50 Activities
16% 12%
11% month, while girls will write more than that.
28% Shopping
11%
21% Behavior
31-60 Min Urban population 19%
23% 11-30
20% 24%
15% Cosnumer
28%
33% Values
48% own a
21% Teens 95% have a mobile phone
< 30 Min 19% smartphone
21% < 10 Trends in
21% 20%
18% 69% own a Action
6% 94% have a mobile phone
Teens Men 31% smartphone
10%
Not At All
Not At All
16%
68% own a
15% smartphone
9% Teens Women 10%
10% 71% own a
Dk/Na 10% 96% have a mobile phone
8% Dk/Na smartphone
11% 8%
12%

Mobile Usage
Video Content
50% 40% Online

Photo Camera 60% 65% Activities
58% Use Messenger 64%
61%
66%
29%
37%
Touch Screen 42%
41% 63%
They use their phones more Audio Content
I Access Social Networks 62%
42%
64% intensely than the urban
30%
42% 36% population, especially the camera Editorial
Internet/Wap 42% 58% Content
41% Make Pictures/Photos 55% and the internet.
27% 61%
38% 28% Offline
Video Camera 41%
36% View/Listen to Music/Movies 56% Girls are more likely than boys to Activities
19% 55%
57% take photos, boys are more into
3G (Video Messages) 33% 23% Shopping
32%
34% Play Games On The Mobile 49%
games, download apps or use the Behavior
16% Phone
44%
55% GPS.
Mp3 Player 33% 32% Cosnumer
35%
30%
I Use Email 43% Values
21% 46%
32% 39%
Bluetooth 33% 16% Trends in
31% Download And Use Action
38%
16% Applications 41%
Other Equipment Connection 26% 23% Case Studies
25% Teens
18% I Access Other Websites 36%
37%
Gps 23% Teens Men 35%
26% 27%
20%
21% Teens Women
I Access News Sites 34%
22% 35%
Radio 23% 32%
22% 15%
Voip 27%
28%
25%
Video Content
Weekly content
Active on….
Online
23%
Activities
48%
Upload picture, 78%
52% Facebook
music, videos on 78%
50% Audio Content
social networks
55%
78% They are the content creators out
9%
there, girls more than boys.
16% Instagram 31% Editorial
24% Their playground is the social Content
Join Group 35% 38%
Chat/Forum 32% 9%
network they are active on –
38% 18% Facebook and Instagram. Offline
Others Activities
16%
17% 21%
Upload pictures, 34% 5% Girls are more likely than boys to Shopping
videos online 30% Twitter 14% be on Instagram, Pinterest or Behavior
14%
37% 15% Tumblr.
3% Cosnumer
8%
14% Values
Snapchat
Use Microblogging 22% 12%
(Twitter/Tumblr) 15%
18% Trends in
26% 2%
Action
Urban population Pinterest 7%
8% 3%
Teens 11%
Write on personal 13% 1% Case Studies
blog 12% Teens Men 7%
14% Tumblr
2%
Teens Women 12%

Video Content
91%
google.ro
92%
google.ro
91% google.ro 92% Online
94% 90%
76% Activities
74% 79% youtube.com
youtube.com 87% youtube.com 87%
87% Besides surfing on major
facebook.com 80% facebook.com 82%
facebook.com 81% websites (Google, Facebook or
62% 55% google.com
60% YouTube), they are also visiting
google.com 58% google.com 53% 55% Editorial
35% 35% e-commerce websites or Content
betano.com
betano.com 51% wikipedia.org 26%
40% 43% exchange/ selling announcement
46% 52% Offline
yahoo.com
55%
yahoo.com yahoo.com 41%
websites (mostly in rural areas),
44% 38% Activities
32% 36% 30% most probably for online gains,
wikipedia.org 39%
wikipedia.org 44% betano.com 37%
14%
as they are interested also in Shopping
13% 15% tpu.ro online betting. Behavior
tpu.ro 37% tpu.ro 29% 31%
34% 37% 36% Also in rural areas teens are
emag.ro olx.ro olx.ro 29% Cosnumer
31% 28% using websites to download Values
28% 32%
olx.ro 36%
28% emag.ro 26%
emag.ro 28% YouTube music.
53% Trends in
7% mail.yahoo.com 48%
mail.yahoo.com 26% friv.com 21% 23% Action
9%
A high % of them are victims of
10% 7%
reimageplus.com 21% youtube-mp3.org
17%
youtube-mp3.org 17% pipeschannels.com virus, which
Case Studies
9% 10% reimageplus.com
11%
16%
display ads on users PC and
edu.ro 14% instagram.com 12%
hijack their browser by changing
9% 12% instagram.com 10%
pokerstars.ro 12% filmeonline.biz 10% 15% its settings.
7% 10%
binatex.com edu.ro 10% edu.ro 12%
11% 8%
Info source: Gemius Urban/ Rural/ National Population Teens

Social Media - Reach
Video Content
79% 81% 80% Online

facebook.com facebook.com facebook.com
13% 15% 14%

tpu.ro tpu.ro tpu.ro Audio Content
37% 29% 31%
10% 10% 10%

instagram.com 19% instagram.com 12%
instagram.com 15% In line with general behavior, Editorial
Facebook is most visited social Content
11% 6% 10%
pinterest.com twitter.com pinterest.com network, but teens tend to be Offline
14% 8% 9%
more present on local social Activities
8%
9% 5%
twitter.com
networks like tpu.ro or on
twitter.com messenger.com 9% Shopping
9% 7% Instagram, Pinterest and Behavior
4% 8% 5% Twitter.
tumblr.com pinterest.com messenger.com
8% 5% 7% Cosnumer
They are also opened to try new Values
5% 4% 3%
ok.ru
messenger.com
7%
ok.ru
5% 5% social networks or aps like Trends in
3% 4% jeempo.com or vk.com. Action
3% tumblr.com
ok.ru slideshare.net 5%
7% 3%
Their search after impressing Case Studies
3%
slideshare.net 3%
4%
tumblr.com
3%
slideshare.net 3%
3%
content is very extensive, many
of them also visiting ok.ru – a
2%
3% Russian funny content platform.
quora.com vk.com 2% vk.com
3% 1% 2%

Gaming Devices
Video Content
47%
Play games weekly on any device or online 79% Online
84%
73% Activities
23%
Play games on mobile phone weekly 49% Audio Content

55%
44% Gaming seems to be their top activity, played
20% intensely from every device they have, especially by Editorial
45% Content
54%
boys.
35% Offline
38%
Girls seem to prefer more mobile games versus those Activities
66%
72% online, on PC or on console.
60% Shopping
19% Behavior

49% Cosnumer
32% Values
16%
38% Trends in
Download software/ games weekly
44% Action
16%
36% Case Studies
Play games on social networks weekly Teens
42%
30%
8% Teens Men
22%
10% Teens Women
Video Content
3% 7% 4% Online
friv.com 12% friv.com friv.com
21% 17%
Activities
6% 8% 6%
gtarcade.com 12% poki.ro poki.ro
15% 13%
Audio Content
poki.ro
5%
11% y8.com
4%
gtarcade.com
7% Teens are accessing gaming website
10% 9%
far more than the general Editorial
4% 4% 3%
gameforge.com 9% steampowered.com 8% y8.com 8%
population does. Content
2% 9% 3% Offline
clopotel.ro 8% gtarcade.com 6% steampowered.com 8% They prefer simple games on Activities
3% 2% 2% friv.com, gtarcade.com, poki.ro.
steampowered.com kizi.com clopotel.ro Shopping
8% 6% 6% kizi.com, freestreet.games ,
Behavior
y8.com
3% 3% 4% gamingwonderland.com.
7% clopotel.ro 6% gameforge.com 6%
Cosnumer
gamingwonderland.co 3% 6% 2% Values
m 6% gameforge.com 4% kizi.com 5%
10% 4% 3% Trends in
freelotto.com gamingwonderland.co gamingwonderland.co
6% m 4% m 5% Action
3% 1% 2%
steamcommunity.com 5% miniclip.com steamcommunity.com
3% 4% Case Studies
kizi.com 2% 2% 3%
4% plarium.com 2% freelotto.com 3%
2% 2% 1%
worldoftanks.eu 4% steamcommunity.com worldoftanks.eu
2% 3%

Audio Content: Offline & Online Consumption
Video Content
Audio content they listen to weekly…. They clearly listen music more online, especially Online
boys. Activities
All Teens
Teens Teens Men
urban Women
Main device for doing this in their mobile, Audio Content
Online 26% 46% 48% 45% followed by their PCs.
Almost half of them also listen radio offline on Editorial
Offline 53% 38% 35% 40% Content
their mobile phones.
Offline
Activities
Urban Rural National Urban Rural National Shopping

Behavior
24% 12% 19% 85% 68% 77%
PC/laptop Radio device 79% 60% 70% Cosnumer
40% 33% 37%
Values
8% 6% 7% 21% 17% 19%
20% 13% 17% Trends in
Action
22% 15% 19% 23% 18% 21%
49% 50% 49%
iPod, MP3
Case Studies
iPod, MP3 9% 6% 8%
6% 4% 5% Player, MP4
Player, MP4 16% 14% 15% 21% 19% 20%
Player Player
11% 6% 8% 7% 5% 6%
22% 17% 19%
Urban/ Rural/ National Population Teens

Audio Content: Off Line Radio Preferences
Video Content
Online
Urban Rural National Activities
Kiss FM 50% ZU 44% ZU 47%

31% 21% 27%
Audio Content
ZU 49% Kiss FM 42% Kiss FM 46%
32% 23% 27%
Editorial
ProFM 30%
22%
Others 20%
18% ProFM 18%
24% Kiss FM and Radio Zu are neck to neck in Content
conquering teens attention.
Europa FM 19% ProFM 18% Others 19% Offline
28% 14% 24%
Activities
Others 18% Europa FM 16% Europa FM 17%
22%
Next in line is ProFM, more listened in
29% 16%
urban areas. Urban Teens are also Shopping
16% 14% Digi FM 13% Behavior
Virgin Radio 12%
Digi FM 10% 13% prefering more Virgin Radio versus teens
Magic FM 14% Magic FM 12% Magic FM 13%
13%
from rural, the latest being more Cosnumer
17% 8%
interested in news and cultural stations. Values
13% 11% Virgin Radio 10%
Digi FM Actualitati 22% 9%
15%
Trends in
7% Actualitati 9% Action
Rock FM 10% Cultural 6%
24%
7%
Rock FM 8%
Actualitati 7% Rock FM 5% 5%
26% 2% Case Studies
Info source: MasoR8

Audio Content: On Line Radio Preferences
Video Content
Online
7% Activities
6% 9%
youtube-mp3.org youtube-mp3.org youtube-mp3.org
15% 17% 17%
Audio Content
2%
Even if with higher audio
2% 2%
trilulilu.ro radiofly.ws radiofly.ws content online consumption Editorial
2% 4% 3%
versus urban population, teens Content
prefer to create their own online Offline
3% 2% 2% playlists instead of listening Activities
trilulilu.ro
radiozu.ro
2%
trilulilu.ro
3% 3% online radio stations.
Shopping
Behavior
2% 2% 2%
Cosnumer
soundcloud.com kissfm.ro kissfm.ro
2% 2% 2% Values
Trends in
3% 2%
3% Action
europafm.ro radiozu.ro radiozu.ro
1% 2% 2%
Case Studies
2% 1% 2%
kissfm.ro soundcloud.com soundcloud.com
1% 2% 2%
Info source: Gemius Urban/ Rural/ Teens Teens men Teens women
National Population
Video Content
40% 30% 35%

64% 57% 61% Online
Kiss FM 64% Kiss FM 63% Kiss FM 64%
64% 53% 58%
Activities
40% 24% 32%
ZU 55% ZU 44% ZU 50%
54% 48% 51%
30% 34% 41%
31% 29% 29% Editorial
Pro FM 30% Other 25%
Other 27% Most listened radio stations have
31% 32% 31% Content
47% 20% 26% also the biggest awareness: Kiss
Other 28%
28% Pro FM 25%
28%
Pro FM 28%
30% Fm or Radio Zu. Offline
28% 6% 23%
Europa FM 19%
26% Digi FM 9% Europa FM 14%
18%
Boys in urban areas are more Shopping
10%
12%
15%
8% 10%
11%
aware of Virgin Radio or Europa Behavior
16%
Virgin Radio 17% 8% Virgin Radio 10% Fm, while in rural areas they are
21% Europa FM 8% 13% Cosnumer
12% 8% 8% more aware of Kiss Fm or Pro Fm.
15% 20% 9% Values
Magic FM 7% 3% Digi FM 8%
6% Actualitati 9%
9% 1% 7% Trends in
6%
11% 8% 11% Action
Digi FM 7% 3% Magic FM 5%
9% Iasi 4%
5% 6% 6%
6%
Rock FM 5% Rock FM 3%
4% Virgin Radio 3% 2%
6% 3% 4%
5% 3% 21%
11%
National FM 2% Actualitati 3%
2% Antena Satelor 3% 1%
4% 3% 4%
3%
Info source: MasoR8
Urban/ Rural/ Teens Teens Men Teens Women

National Population
Video Content
Top 10 Favorite radio programs Urban population
Teens
Online
Teens Men Activities
Teens Women
They listen radio stations less
39%
33% than urban population even for Audio Content
26% 29%32%
23% 25% 24% 21% 21% music.
16% 19% 18% 18%
13% 12% 13%
12%
12% 12%
12%
10% 11% 10% 10% 14%
10% 10% 10% 9% 10%
Editorial
9% 10% 9% 9% 9%11%
7%
9% 8% Content
Music Weather News Horoscope News Morning Health Celebrities Entertainment Road News Listeners Live Offline
Programmes Programmes Interviews Show Activities
Frequency of listening to the radio
Shopping
National Behavior
Urban Rural
50% Cosnumer
44% 6-7 times/ week
56% 6-7 times/ week 45% Values
6-7 times/ week 41%
48%
15% 18% Trends in

22% 3-5 times/ week 3-5 times/ week
3-5 times/ week 19% 23% Action
27%
11% 10%
10% 1-2 times/ week 1-2 times/ week 16% Case Studies
1-2 times/ week 15% 17%
6% 6%
6% 1-3 times/ month 1-3 times/ month
1-3 times/ month 7% 7%
7%
Didn't listen to radio 15%

7% Didn't listen to radio 25%
Didn't listen to radio lately 10%
Info source: Sna

Urban/ Rural/ National Population Teens
Focus & MasoR8
40% Online
Pop/Disco/Dance 50% 6%
46% Any musical events Activities
54% 8%
16% 6%
They listen to pop/disco/dance, rap/ hip-
Rap/Hip Hop 37%
36% Non-musicical events hop and other genres, but don’t have a very Audio Content
8%
39% high musical events attendance rate.
27%
Other Types Of Music 24% Girls are more likely to go to such events, Editorial
22% Content
27% being more attracted by ballet, jazz, modern
16%
Ballet
3% dance. Offline
Oriental Music/Manele 23% 3%
23% Activities
24%
15% Jazz concerts
3% While boys will listen more to electronic/
23% 3% Shopping
Rock Music 19% house/ rave music, girls will prefer more Behavior
28%
3% emotional sounds like pop/disco/dance,
12% Classical music
Electronic Music/House/Rave 23% 4% rock and latino. Cosnumer
25% Values
21%
Pop/ rock concerts 3%
22% 4%
20% Trends in
Latino Music 18%
22% 3% Action
Modern dance
19% 4%
17%
None 22% Case Studies
3%
12% Opera
38% 3%
Old Music/Songs 14% Urban population
13%
14%
Teens
19%
Clasical Music 14% Teens Men
14%
13%
Teens Women

Editorial Content: Off line & Online Consumption
All Teens Teens Online

Teens
urban Men Women Activities
Online 23% 25% 24% 26%
Audio Content
Offline 46% 28% 27% 30% They read editorial content as much offline,
as online. Still, they read less content Editorial
Books 23% 25% 18% 32%
offline than the urban population. Content

Girls tend to read more books and Activities
30% 22% 18% 19% 29% 32% 18% 24%
5% 2% magazines.
Shopping
Daily
Behavior
Read newspapers…. Cosnumer

Values
31%
19% 14% 13% 25% 33% 19% 30%
10% 3% Trends in
Action
Daily
Case Studies
Read books…
30% 28% 37% 33%

7% 8% 16% 17% 10% 12%

Daily
Urban population Teens

Video Content
13% 9% 12% Online
1% 9% csid.ro 7% csid.ro 7%
4% csid.ro 6% 6% 6% Activities
Super Bravo Girl 1% 12% 8% 9%
7% 8% 9%
9%
3%
3% descopera.ro 8% unica.ro 6% unica.ro 7% Few of them read offline Audio Content
National Geographic 4% 7% 4% 5%
3% 10% 7% 8% titles, mostly the ones
10% 6% 8%
3%
6% 8% 6% descopera.ro 6% available in the household Editorial
Practic In Bucatarie unica.ro 5% descopera.ro 5% 6%
1% and bought by their parents. Content
5% 11% 6% 7%
9% 5% 7%
6%
Rebus (Flacara) 3% businessmagazin.ro 3% businessmagazin.ro 1% businessmagazin.ro 2% Offline
3% 3% 2% 2% However, teens dedicated
3% 1% 4%
2%
3%
offline titles like Super Bravo
Auto Motor Si Sport historia.ro 3% elle.ro 1% one.ro 1%
4% 2% 1% 1% Girl have similar audiences Shopping
2% 4% 1% 1% Behavior
4%
3%
5% 2% 3% with online titles.
Click Pofta Buna 2% one.ro 3% libertateapentrufemei 1% 1%
1% avantaje.ro
4% 4% .ro 1% 1% Cosnumer
1% 1%
Libertatea Pentru Femei 2%
4% 3% 2% 3% Even online they tend to read Values
2%
Retete 1%
3%
garbo.ro 1% avantaje.ro 1%
1%
vice.com 1%
1% magazines less than general Trends in
4% 1% 1%
1%
1%
2% 2% 3% urban population, most Action
Historia 1%
2% metropotam.ro 2%
2% clicksanatate.ro 1%
0%
garbo.ro 2%
1%
probably as the content is
3%
1% 2% 1%
2%
3%
3% less relevant to them. Case Studies
Autobild 1%
2% qbebe.ro 2%
0% 1% vice.com 1% historia.ro 1%
3% 2% 1%
4% 0% 2%
1% 4% 1% 2%
Click Sanatate 1%
2% vice.com 2% 1% 1%
1% psychologies.ro elle.ro 1%
2% 0%
1% 2%
Info source: Sna Focus & Gemius

National Population
Editorial Content: Newspapers Online & Offline Titles
Visited online
Video Content
Recent Read offline
23% 16% 20% Online
4% adevarul.ro 15% adevarul.ro 10% adevarul.ro 12%
Gazeta Sporturilor De Duminica 4% 15% 10% 12% Activities
7% 16% 10% 12%
1% 19% 14% 17%
5% libertatea.ro 12% 9% 10%
3% 10% libertatea.ro 8%
libertatea.ro 9% Audio Content
Click Ghid Tv 3% 14%
14% 9% 10% Newspapers are mostly
3% 12%
8% 8% red online and they
3% gandul.info 8% 5% 6% Editorial
2% 9% gandul.info gandul.info 6%
Gazeta Sporturilor 4% 12%
5%
5% 6% generally read the titles Content
1% 11%
2%
click.ro 6%
5%
8% they are familiar with:
7% 5% click.ro 5% Offline
Click Pentru Femei 1% 11% click.ro 7% 6% either those red by their
1% 4% 5% Activities
2% 10%
evz.ro 5%
3%
7% parents in hard copy, or
4% 7% 3% 4%
1% evz.ro evz.ro those with high visibility
Click 1% 7% 3% 3% Shopping
4% 4%
2% 5% Behavior
jurnalul.ro 4% 5% 6% at press selling points
3% 6% 3%
Libertatea 1%
1%
12% jurnalul.ro 3%
3%
jurnalul.ro 3% (tabloids, Adevarul). Cosnumer
1% 4% 3% 4%
zf.ro 10%
4%
4% 6% Values
3% 3%
1% 9% 2% zf.ro
Libertatea Pentru Femei 1% zf.ro 2% 3%
1% gsp.ro 4%
2% 3% Trends in
5% 4%
2%
2%
5% 3% Action
1% 2% romanialibera.ro 2%
Tvmania romanialibera.ro 2%
romanialibera.ro 3% 2% 2%
1% 2% 1% 5%
4% 3% Case Studies
1% 6%
Weekend Adevarul 1% capital.ro 1%
0% capital.ro 2% capital.ro 1% 1%
0,7% 1% 1% 1%
4% 1% 3%
1% 3% 2%
0% 2% ziaruldeiasi.ro 1%
Adevarul 1% ziaruldeiasi.ro ziarulevenimentul.ro 1% 1%
0% 1% 1%
0% 3% 1%

National Population
Video Content
72%
63% 61%
49% Online
26%
9% 8% 4% 11% 9% 9% 6% 12% 18% 21% 16% Activities
Overall, they buy as many books per
More than 5 Books 3-4 Books 1-2 Books None
year as the urban population, Audio Content
Urban population Teens Teens Men Teens women
despite being at an age when they
should be reading intensively. Editorial
Content
Book genre Buying place Still, it is girls that read more than Offline
23%
28%
boys do. They show more interest Activities
Prose 22%
14%
31% Bookshop 29%
22% towards prose, poetry and other
17% 37% Shopping
9% genres and buy books from the
Other 17% Hypermarket/Supermarket 10% Behavior
9% 10%
24% 11% bookshop, printed press distribution
7% 13%
Science Fiction 13% Printed Press Distribution Stall 10%
8%
stall, book market or second hand Cosnumer
14% 11% Values
11% 10% bookshop.
11% Book Market 9%
Specialized Books 11% 6%
14% 12% Trends in
(Medicine/Computers) 7%
Mail Order
9%
9% Boys prefer reading specialized Action
7% 7%
Poetry 10%
7%
11%
10%
books and S.F., but all in one read
12%
5%
Second Hand Bookshop 8%
6% less than girls do. Case Studies
10%
Children Books 6% 6%
7%
6% Other 7%7%
7%
Political/Historical/Social 7%
6% 6%
Themes 6% .ro websites 6%
4%
5% 7%
50% 6%
None 51% Peddlers 3%
58% 1%
43% 5%
1%
Info source: SNA Focus .com Websites 2%
3%
2%
14% 48%
More Than 8 Hours/Day 12% 66% Online
15% I Meet With My Friends 67%
9% Activities
66%
14%
5-8 Hours/Day 20% 55%
21%
19% Go For A Walk 66%
63%
They are very likely to spend more
Audio Content
24%
70% than 3h out during both weekdays
3-5 Hours/Day 28% 46%
30%
25% Visit Persons & Receive Visits 51% and weekends.
49% Editorial
40%
34%
54% Besides going to school, they spend Content
1-3 Hours/Day 20%
30%
39% Practice Sports/Fitness 37% time with their friends, make visits,
41%
7%
5%
32% practice sports or go shopping. Offline
Less Than 1 Hour/Day 3% Activities
22%
7% 27%
Going Shopping 20%
35% Boys tend to spend more time out Shopping
Urban population Teens Teens Men Teens Women 11% than girls do. They do sports, ride the Behavior
Make Photos (Amateur Photograph) 21%
17%
25% bike, go on trips or out in pubs.
Cosnumer
Time spent outside Weekends
12%
18%
Girls engage in activities like: taking a Values
I Ride With Bike 23%
12% 13% walk, going shopping, taking photos,
15% Trends in
13%
12%
17%
or visiting exhibitions.
Cafes 17% Action
17% 18%
5-8 Hours/Day 23%
25% 10%
Go On Trips 19%
29% 13%
3-5 Hours/Day 32%
36%
28% 11%
Visit Free Markets/Exhibitions 14%
32% 12%
1-3 Hours/Day 23% 17%
17%
30% 5%
8% Going To The Cinema 10%
5% 10%
6%
9%
Go to bars/ pubs 9%
6%
Activities in L12M Video Content
Sports in L12M
78% 82% Online

None 63% 74%
58% None
76%
Activities
68%
73%
9%
Football 17% Audio Content
26% 6%
7%
Snooker
11% Teens are less likely to pay to attend
13%
4%
10% 8%
sport events. Editorial
Basketball 10%
9%
Content
8%
4% Aerobic/Fitness (In Special Equiped 11%
Boys seem to be overall more Offline
Voleyball 9%
6%
12%
Halls) 11% involved in this type of activities, not Activities
11%
6% only in terms of attendence of
Other Sport 9% 4% football games, but also practicing Shopping
8%
10% 10% Behavior
Roller Skating/Skateboard
5% more: football, body building and
5%
Cycling 7%
7%
15% snooker. Girls prefer: voleyball, Cosnumer
6% handball, sport dancing, roller Values
6%
3%
Body Building 6% Other Activity
8% skating. Trends in
9% 7%
4% 9% Action
3%
Handball 6% 5%
4% 5% Case Studies
8% Jogging
6% Payed to attend
3% 78%71% 74%
5% 69%
Sport Dancing 6%
4%
7% 4%
4% 5%
Camping (Tent Trip) 9%10%15% 4%
Gymnastics 6% 5% 4% 5% 5% 5% 2% 4% 4% 5% 2% 4% 1% 6%
6% 5%
6%
None Football Other Sport Basketball Sport Dancing

Urban population Teens Teens Men Teens Women
Top weekly Home Activities
Video Content
86%
80% Online
Watching Tv
81% Activities
79%
66%
I Relax/ I Repose 67% Audio Content
65% Watching TV, relaxing or using the computer
70%
54% are also teens’ favorite home activities too,
Editorial
Use The Computer 64%
64%
even if they watch TV less and use computers Content
65% more.
26%
Offline
Play Pc/Wii/Playstation/Mobile Phone 44%
50% Teenage girls will listen to the radio, read Activities
37%
53% books, read magazines or cook more than Shopping
Listening Radio
35% boys do. Boys have high interest in playing Behavior
40%
23%
games.
Teens Cosnumer
Reading Books (Others Than Books School) 25% Values
18%
32%
35% Teens Men Trends in
Reading Magazines 24% Action
22%
26% Teens Women
41%
Case Studies
Reading Newspapers 23%
24%
21%
48%
Cook From Pleasure/Passion 21%
14%
28%
17%
Listening Records/Cds 18%
19%
17%
Shopping Behavior
Most important deciding criteria Totally agree and agree with…
Video Content
52%
77% Go through the stores to see what's 64% Online
67% new 56%
Product's characteristics 72% Activities
69% 67% Teenage girls are more likely to
66%
I like to be advised when I visit 63% already be shoppers in the family
69% 58%
stores Audio Content
68% than boys are.
Price 63% 66%
64% I buy often products on special
61% 59%
offers 56% Editorial
47% 61% While girls go to the store to check Content
54%
Brand 42% Commercials make me want a 57% for novelty, like to be advised when
45% product 53% Offline
39% 61% shopping, buy products on special
Activities
35% I buy products that I Test/Receive A
56%
50%
offers and react better to
Previous experience 28% Sample 49%
50% commercial info, boys tend to pay Shopping
27%
28% When I see a new brand, I buy it to
42% more attention to the brand and Behavior
46%
29%
test it 45%
47%
react better to contests. Cosnumer
Special offers 23% 34% Values
24% No matter the product, I only buy 42%
22% known brands 43%
40% Trends in
20%
I buy products with alluring
34% Action
20% 41% Main shopper
Expert recommendations wrapping 40%
18% 42%
22% 77%
26% 43%
Case Studies
Stars influence me when choosing 31% 38% 33%
15% products 32%
14% 30%
Friends' recommendations
12% 28%
16% 30% Yes
I buy food to take part in contests 35%
6% 25%
25% Urban population Teens Teens Men Teens Women
Commercial information 4% Commercials make me want a 30%
5%
product 31%
4% 29%
Info source: SNA
Promotional Behavior By Customer
Shop…
Video Content
96%95%95%95%
Urban population
48%50%47% Online
37% 31%34%28% 26%21% Teens Even if almost all of them shop
Teens Men
offline, they use e-commerce
Shop offline Shop online Shop online in Shop online abroad more than general urban Audio Content
Romania Teens Women population.
Offline they shop weekly from… Editorial
63% 68% They prefer more small Content
50% 44% 44% 43%
27% 29% neighborhood stores than
10% 9% Offline
6% 7% 5% 8%
modern trade or open Activities
Small Market Supermarkets Hypermarkets Other stores Cash& carry DIY markets.
neighbourhood Shopping
stores Behavior
Cosnumer
71% L3M
Kaufland 68% 62%
61%
Values
69% Lidl
67% 59%
64% 36%
49% 45% Altex 35% Trends in
50% Profi 48% 38%
Carrefour 32%
51% 51%
45% 26% Action
50% 37%
Flanco 32%
39% Penny Market 39% 33%
42% 39%
40% 31%
Auchan 42%
Billa 32% Media Galaxy 23%
19% 29%
34% 26%
20%
Cora 18%
16% 21% 2%
20% Mega Image 21% Technomarket 4%
21%
21% 4%
13% 11% 4%
Selgros 17% 17%
21% Carrefour Express
13% 19%
14%
6%
12% 8%
14% Xxl Mega Discount
Metro 16% 7%9%
13% 3%
Dia Market 5%
Info source: Sna Focus 5%6%
Shop…
Video Content
Urban population
31% 34% 28%

Online
21% 24% 26% 21% Teens
18% Activities
Teens Men
Shop online in Romania Shop online abroad Teenage boys buy more Audio Content
Teens Women online than girls do. They
tend to buy more audio-video Editorial
Purchased products from Romanian online retailers Purchased products from foreign websites content, while girls will buy Content
7% 3% more likely fashion or self
Clothing (Including Lingeries) 11% Audio-Video Content 5% Offline
10%
12% 2%
7% care items, or books. Activities
5% 2%
Footwear 8% Selfcare Products 5%
8% 5%
8% 4% Shopping
5% 3%
Selfcare Products 7%
6% Clothing (Including Lingeries) 4%
4%
Behavior
8% 4%
4% 1%
It&C Products (Pc/Laptop/Printer) 6% It&C Products (Pc/Laptop/Printer) 3% Cosnumer
5% 3%
7% 4% Values
6% 3%
Books 6% Footwear 3%
4% 3% Trends in
7% 4%
4% 1% Action
Audio-Video Content 5% (Non)Alcoholic Beverages 3%
5% 2%
4% 4%
3% 1%
Small Appliances (Iron/Friteuse) 4%
5% Small Appliances (Iron/Friteuse) 3%
3%
Case Studies
4% 3%
2% 1%
Household Cleaners 4% Books 2%
4% 3%
4% 2%
Large Appliances 3% 1%
3% Food Or Sweet 2%
3% 2%
1% 1%
Pet Care Products 3% Household Cleaners 2%
4%
2% 2%
3%
15% Teens pay more attention to Online

23% 21%
Price 23% 28% price when buying online, Activities
22% Payment On Delivery (Cash Or Card)
7% 29% than the rest of the urban
27% Audio Content
Terms Of Delivery: Timing/ Costs 8%
5% population, probably because
11% 7%
5% they need to stay in certain
7% 9% budget limits imposed by their Editorial
Special Offers 9% Other Type Of Payment
11% Content
5%
6%
parents.
5%
Personal Experience 7% Offline
6% 7%
7% Girls also pay attention to the Activities
4% 8%
5%
Payment On Website - Card
9% terms of delivery and costs, Shopping
Website Reputation 4%
7%
6% while boys will be more Behavior
Detailed Information About The
3%
5% attentive to special offers.
5% Cosnumer
Products/Serv 6% Payment On Website - Virtual Bank 5%
4% Values
Account
2% 8%
Urban population
Boys in this age seem to be
3% 3%
Wide Range Of Products/Brands 3% more open to any payment Trends in
3% Action
2%
5% method, while girls prefer
Online Banking-Transfer In Supplier'S 5% Teens
Comments Posted By Clients 2%
2% Account 7%
payment on delivery.
2% Case Studies
4%
16%
17% Teens Men
None 19% 5%
15%
On Bank'S Counter-Transfer In Supplier'S 4%
5% Acc
6% 6% Teens Women
Dk/Na 6% 2%
7%
HUMAN DESIRES
Connect Video Content
Online
For
Something to
happen More
Control & Activities
& & Taken

Audio Content
seriously Editorial
Content
Offline
Activities
Shopping
THEIR MAIN NEEDS ARE FOR SOMETHING TO HAPPEN, FOR MORE AND TO BE IN CONTROL Behavior
They learn from experiences, therefore are open to taking part to as many & diverse as possible. Being active and planning
Cosnumer
the next best thing is part of their daily schedule. Values
They are at the beginning of their life and have big plans for their future, but being at a changing point of their life, from
children to adults, they feel the need to be more in control. They start making their own decisions, discerning what’s good or Trends in
bad and answering for the consequences. Action
Case Studies
BUT WHILE MEN DESIRE TO CONNECT, GIRLS WANT TO BE TAKEN SERIOUSLY
For men to connect is important on several levels. It is not only creating a bond with the others, but a way of self-
examination through others perception.
Girls, on the other hand, look for validation (social, at school, personal), they need to have their voice heard and long for
being listened to, praise and rewards, recognition.

Trends in action: In search of AUTHENTICITY
Video Content
Brands help teenagers to shape their self image and identity,

Online
therefore brands that best represent Z Generation are from Activities
technology or fashion area.
Audio Content
In order to be appreciated a brand need to have at least one of the
following characteristics: Editorial
• can’t be found anywhere, have a restricted distribution network Content
• is new on the market
Offline
• is exclusivist, expensive Activities
• is original, always reinventing itself and bringing extra novelties
Shopping
Behavior
Teens desire to communicate with brands through:
• activities that create experience: these actions help teenagers to Cosnumer
Consumer
Values
become heroes in their own story and to stand out
Trends in
• action, fun, adventure: gamification strategies have a high Action
potential to draw their attention
• selective events, with limited audience Case Studies
• involvement in social issues: the idea of “societal brand”,

interested in community problems, creates the context of making
them be helpful.
GenZ Relationship to Brands, Qualitative Study, March’2017
Case Study: Samsung Galaxy A Instagram Treasure Hunt
Video Content
2017 Galaxy A model had as main benefit a great front camera, the
first in the world to have the same features as a rear camera. This
Online
benefit was translated in an update for each selfie a youngster Activities
takes, a photo which has all the details, from the freckles some of
us don’t like to the background clearly contoured. Audio Content
In order to reach the youngest target, we partnered with a Editorial

nonconformist vlogger, who generally speaks his mind and gathers Content
the most sincere product reactions: Mircea Bravo.
Offline
Activities
We choose to activate its Instagram community, as this channel has
best affinity among our desired consumers and challenged this Shopping
Behavior
community to attend an Instagram treasure hunt: he posted a
selfie with a crowded background, this image was tagged with Cosnumer
Consumer
multiple Instagram accounts, which took the consumers in a voyage Values
towards our digital destination: a picture of our newest product,
Trends in
Samsung Galaxy A 2017. Once they reached the destination on Action
Instagram, they had the chance to win a new Galaxy A.
Case Studies
Same endorser also produced short vlogs presenting each phone
feature: „The beauty comes from within the smartphone” (focus on
front camera), “The Instagramatic class” (focus on camera
features), “Party in the shed” (focus on waterproof and design).
Video Content
Men from Women from They watch TV in line with the urban population
All Families
Weekly Families Families and more likely offline.
urban without kids Online
without kids without kids Men from this life stage are slightly more keen on Activities
Watch TV watching video content online compared to their
86% 87% 87% 87%
offline partner. Audio Content
Watch video
39% 37% 42% 32%
content online They own 2 TV sets, tube or LCD and most likely Editorial
regular. Content
Device possession Type
Offline
43% Activities
96% Tube
First Tv Set 43%
97% Shopping
24% Behavior
Plasma
24%
62% Consumer
Second Tv Set
65% Values
26%
LCD 28%
Trends in
16% Action
Independent Dvd 14%
17% LED
15%
Case Studies
Video Camera
14%
Families without kids
58%
7% Regular
58%
Home Cinema
7%
19%
Smart
TV Programs Watched
Urban Rural National Video Content
14% 13% 14% Online

ROMANII AU TALENT 18% 19% 18% Activities
ROMANII AU TALENT ROMANII AU TALENT
17%
19%
17%
21%
17%
19%
TV shows and local
10% 12% 11% series are among most Audio Content
LAS FIERBINTI 16% 18% 16%
18% LAS FIERBINTI 18% LAS FIERBINTI 17% watched programs on
14% 18% 14%
8% 7% 9% TV. Editorial
CHEFI LA CUTITE 12% 13% 12%
12% NEWS PRO TV 14%
PRO TV WEATHER NEWS 19:00 12% Content
13% 11%
8%
12%
8% 8%
While men in this life
Offline
PRO TV SPORT NEWS 19:00 12%
13% MOVIE TUESDAY PT 1 - PRO TV 12% NEWS PRO TV 19:00 11% stage, living in urban Activities
13% 12%
8%
10% 12%
9% 8%
11% areas show more
PRO TV WEATHER NEWS 11% 12% 11% interest for local series Shopping
19:00 12% PRO TV WEATHER NEWS 19:00 PRO TV SPORT NEWS 19:00
10%
13% 12%
Las fierbinti and sport Behavior
12% 10%
9% 8% 7%
11% 11%
news, women tend to Consumer
NEWS PRO TV 19:00 PRO TV NEWS 19:00 11% CHEFI LA CUTITE
12%
11%
12%
11%
10%
12%
watch slightly more Values
6% 7% 8% Vocea Romaniei Junior
ATLETICO TEXTILA 10% 11% 11% Trends in
12% MOVIE MONDAY PT 1 - PRO TV 12%
MOVIE TUESDAY PT 1 - PRO TV 12% and in rural areas Action
9% 10% 9%
8% 7% 6% Romanii au talent.
VOCEA ROMANIEI JUNIOR 10% 10% ATLETICO TEXTILA 10%
8% PRO TV SPORT NEWS 19:00 11% 11% Case Studies
11% 10% 9%
7% 9% 7%
MOVIE TUESDAY PT 1 - PRO 10% 10%
11% NORA PENTRU LEANA 10% MOVIE MONDAY PT 1 - PRO TV 11%
TV 10%
8% 10% 8%
6% 7% 8%
AI NOSTRI 9% 10% VOCEA ROMANIEI JUNIOR 9%
10% MOVIE SATURDAY PT 1 - PRO TV 10% 8%
8% 10% 10%
Info source: Infosys

Urban/ Rural/ Families without kids Men from Families Women from Families
National Population without kids without kids
Video Content
17%
Online
56% 17% Activities
56%
Any audio-video content 20% They all watch comedies and
Comedy 14%
55% drama to the same extent, but Audio Content
56%
otherwise tend to favor
52%
53%
different movie genres. Editorial
Action Movies 6%
65%
6% Women tend to watch more: Content
43% Movies 8%
5% romances and soap operas,
40% Offline
42%
2% while men will be more present Activities
Love Movies 2%
30% Foreign Language Courses 1% for: action, science fiction or
53% 2%
30% 3% horror movies. Shopping
Cartoons/Music/Stories For 2% Behavior
Drama 30% 2%
Children
28%
32%
2% Buy audio-video content similar Consumer
2%
21% 2%
to the urban population, men Values
Documentary
22%
3%
2%
more than women.
Sf Trends in
33% 2%
Concerts 1%
20% 1%
Families without kids 1%
Soap Operas 20% Case Studies
31% Pc Games 2%
without kids
18% Women from Families 1%
6%
16% without kids
Horror Movies 7%
22% Music-Albums 8%
11% 5%

VoD
Video Content
Online
77% 76% Don't use them Activities
Watch VoD similar to the online
urban population. Audio Content
Watch VOD content
2% 2%
21% 22%
They watch HBO GO first and Editorial
Online Urban population Online Families with kids are more likely to have Netflix Content
than the rest of the urban
Offline
VoD Platforms used VoD Desired Content population. Activities
47% 71%
HBO GO 49%
Movies 72%
76%
While both genders react good Shopping
67% to movies, men clearly desire Behavior
33%
Netflix 44% 42%
Documentaries 41% content about sports, while Consumer
39%
18% 44% women would want more Values
Eurosport player 16% 37% content on cooking, music or
Music & concerts 31% Trends in
22% 29%
33%
documentaries. Action
Antena Play 16%
30%
19% Culinary recipes
Voyo
18% Case Studies
15% 33%
30% Families without kids
12% Sports 22%
SeeNow 6% 38%
2% without kids
7%
Amazon Prime Other 1% Women from
4% 1%

2017
Video Content
10% 12% 11%

9% 7% 9% Online
filmeonline.biz filmeonline.biz filmeonline.biz 8%
10% 6%
9%
Activities
10% 9%
9% 10% 9%
filmehd.net 8%
8% filmehd.net 6%
4%
filmehd.net 8%
7%
They watch movies online similar Audio Content
8%
8% 9%
8%
or less than the urban/ rural
7% 10%
filme-bune.net 6% filme-bune.net 5% filme-bune.net 6% population. Editorial
7% 4% 5%
7% 7% 7% Content
6% 8% 7%
6% 5% f-hd.net 5% If they do watch, they‘ll be on Offline
f-hd.net 6% f-hd.net 4% 6%
6% 5% 5% filmeonline.biz, filmehd.net, f-hd Activities
4% 7% 6%
5%
or filme-bune.net.
vezi-online.com 5% filmeonline2013.biz 5% filmeonline2013.biz
4% 4% 4% Shopping
4% 5% 5%
5% 6% 6% Behavior
5% 4% zfilme-online.net 5%
zfilme-online.net voxfilmeonline.net 4%
5% 4%
5%
Consumer
5% 4%
5% 7% 4% Values
4% 4% vezi-online.com 4%
veziserialeonline.info 4% zfilme-online.net 3% 4%
4% 6% 4% Trends in
5% 5% 5% Action
4% 4% voxfilmeonline.net 4%
voxfilmeonline.net 4% filmeonline2016.biz 3% 4%
4% 4% 4%
filmeonline2016.biz 3% vezi-online.com 1% veziserialeonline.info 3%
3% 2% 3%
3% 2% 4%
2% 5% 5%
2% 1% filmeonline2016.biz 3%
pefilme.com 2% veziserialeonline.info 1% 3%
2% 1% 3%
Info source: Gemius

Online Videos
Watch video content online Video Content
84% 86%
73% 78%
Their main source for watching videos online is
32% 31% Online
32% 29%
3%
on the PC/ laptop. Next device in line is their Activities
2%
mobile phone, which they tend to use more
From my mobile On the tablet From the PC/ On the TV Don't watch than the online urban population for this
phone laptop Audio Content
purpose.
Online Urban population Online Families without kids Editorial
Women in online families without kids tend to Content
Reason to watch videos Places watch videos more to relax, to have fun, but
76% 72%
Offline
To relax 77%
76%
From the living-room 73% also to learn something new, to solve a Activities
78%
54% 67%
problem, stay up to date, for a hobby or to feel
Bedroom Shopping
To have fun 59%
56%
70% connected.
61% Behavior
54% 41%
Work/ school 46%
50%
59%
Men, on the other hand, tend to watch videos Consumer
31%
45% Waiting rooms 37% to relax and have fun, but also to inform about Values
To solve a problem 50%
47%
52% 30% products and brands. Trends in
46% Kitchen 35%
To inform about brands/ 49% Action
products/ stores 51% 31%
48% Bus, tram, subway
33% 35%
To stay up to date 35% Case Studies
30% Urban population Public places (coffe shops, 27%
38% 32%
27% pubs, etc)
For a hobby 28% Families with kids 22%
25% Bathroom
31% 26%
26%
To inform about persons/ 27% Men from Families 24%
teams/ organisations 27% Parks
28% with kids 25%
15%
15% Women from 14%
To feel connected 11% Stores 16%

Video Content
79% 81% facebook.com

80% Both urban and rural Online
facebook.com facebook.com 77%
75% 80% families with kids use Activities
74% 79% 76% Facebook and YouTube for

youtube.com youtube.com youtube.com Audio Content
70% 71% 70% video watching.
19% 16% 20%
libertatea.ro adevarul.ro adevarul.ro 24% Secondarily, they are Editorial
21% 23%
Content
17%
watching videos mostly on
19% 14%
stirileprotv.ro
20%
libertatea.ro
21%
libertatea.ro
21% news websites. Offline
Activities
16% 16% 18%
digi24.ro stirileprotv.ro stirileprotv.ro Shopping
18% 21% 20%
Behavior
15% 13% 15%
romaniatv.net romaniatv.net romaniatv.net
Values
15% 10% 14%
realitatea.net bzi.ro realitatea.net
17% 19% 17% Trends in
11%
Action
12% 10%
antena3.ro antena3.ro bzi.ro
14% 15% 16%
Case Studies
12% 12% 11%
cancan.ro a1.ro antena3.ro
13% 14% 14%
12% 7% 12%
a1.ro spynews.ro a1.ro
12% 9% 12%
Info source: Gemius Urban/ Rural/ Families without kids

National Population
Video Content
On YouTube On Facebook On Instagram
69%
85% 70% 41%
86% Funny 69% 48%
Musical Travelling 49%
82%
90%
71% 47% Online
57% 45%
66%
Musical 57% Activities
Funny 68% 60% Funny 44%
70% 55% 54%
67% 40%
46% 46% 36%
Product/ brand 53% Travelling 52% 37% Audio Content
55% 46% Viral videos 44%
presentation 51% 56% 34%
50% 46% 30%
50% Online Urban population
Entertainment 53% Entertainment 50% Product/ brand presentation 32% Editorial
50% 50% 37%
54% 40% 31%
46% 33%
Online Families without
Content
52% Viral videos 46% 32%
Trailers 52% 45% Entertainment 41% kids
53% 47% 27%
42% 44% 37%
Offline
43% Men from Online
Travelling 47% News in real time 40% Musical 31% Activities
42% 45% 44% Families without kids
50% 37% 25%
43% 27%
40% Women from Online Shopping
Professional development 46% Live transmissions 41% DIY 29%
41% 39% 27% Families without kids
50%
37%
31% Behavior
42% Product/ brand 24%
Documentaries 45% 39% Celebrities information 26%
41% presentation 37% 29%
38% 32% 25%
42% 35% Values
DIY 35% DIY 23% Live transmissions 24%
42% 24%
47% 24%
32% 32% 20% Trends in
Product comparison 37% Local/ international events 34% Product comparison 21%
42% 26% 20% Action
34% 39% 22%
They watch musical and funny videos on YouTube and Facebook, in line with the online urban population, and they use Instagram Case Studies
more for travelling videos.
Men in this life stage are more inclined to watch funny, product/ brand presentation or product comparison videos on YouTube,
musical on Facebook and funny, viral, product presentation, entertainment or musical on Instagram.
Women enjoy musical, travelling, professional development, documentaries or DIY videos on YouTube, travelling, news or DIY
videos on Facebook.
Places Video Content

Time of the day
Online
58% 11%
Bedroom Mornings, until 9 am Activities
60% 10%
Online families without kids watch video
49% Audio Content
Living room content on their phones similar with the
50% 11%
Before lunch, 9-12 am
online urban population.
11% Editorial
33%
Car, bus, tram, etc. 37% Content
They watch videos from home, bedroom
28%
8% and living room especially and in the Offline
Lunch, 12-2 pm
Work/ school 8% evenings. Activities
33%
27% Shopping
Kitchen
28%
13% Behavior
After-noons, 2-5 pm
12%
23% Consumer
Public places (cafes, bars, etc.)
27%
Values
18%
Watch video content on mobile phone
22% Evenings, 5-7 pm Trends in
19% 40%
Bathroom
26% 30% 31% 38% Action
17% 17% 15% 12%

Waiting rooms Yes, in apps Yes, in browsers Yes, using both No
26% Late evenings, 7-10 pm
33%
21% Online Urban population Online Families without kids
Parks
20% 9%
Nights, after 10 pm
11% 8%
Stores
13%

Video Content
Online
Top 10 video content on mobile phones Video watching time/ session They watch musical and funny Activities
74% 12%
Musical 75% 12%
video content of medium-short
71% >1 Min 12% Audio Content
77% 12% length.
55%
27%
Funny 59%
56% 28% Editorial
60% 1-5 Min 25% Women from online families Content
39% 30%
Product/ brand presentation 43% 21% without kids show more interest
42%
44% 5-10 Min 19% than men for video content on: Offline
38% 23%
Activities
Entertainment 42%
16% music, entertainment, travelling or
38% 16%
36%
45%
10-20 Min 17% DIY, but prefer shorter videos of 1- Shopping
19%
Travelling 39% 16% 5 minutes. Behavior
35% 11%
43%
30% 20-30 Min 11% Consumer
34% 11%
Trailers 29% 12% Values
37% 6%
30%
34% 30-45 Min 6% Trends in
Viral videos 3%
34%
34% 7% Action
33% 8%
News in real time 33% 45+ Min 7%
33% 6% Case Studies
33% 8%
28%
DIY 33%
25% Online Urban population
38%
27% Online Families without kids
33% Men from Online Families without kids
28%
Women from Online Families without kids


84% 86%
70% 70%
Online
12% 13% 6% 5% 7% 7% Activities
The majority of them noticed videos ads on
Youtube Facebook Instagram Twitter Didn't notice YouTube and Facebook.
Audio Content
Online Urban population Online Families without kids Being funny and having an interest for the
Editorial
brand drives them to watch video ads. Content
Reasons to watch online video ads
50% Offline
Were funny 49% Women in this life stage react better to
49% Activities
36%
50% captivating or emotional ads.
Presented a brand I am interested in 40% Shopping
37%
41% Behavior
34%
31%
37%
Consumer
36% Values
Presented a product category I am 34%
interested in 33%
35% Trends in
18%
It was something innovative, I didn't see Action
18%
until now 17%
19%
The story, the actors/ persons were Case Studies
13%
emotional 10%
10%
Other 12%
14% Men from Families with
10%
6% kids
It shocked me 5%
6% with kids

Video Content
Type of online video ads on YouTube On Facebook On Instagram Online

Activities
82% 45% 40%
At the beginning of the movies 45% 38%
84%
Audio Content
56% 40% 33%
Message on top of video 56% 41% 28% Videos ads at the beginning of the Editorial
Visual message at the bottom of the video 41% 33% 28% movie and as message on top of the Content
and another message next to the video 42% 34% 35% video work best for online families
Offline
33% 36% 25%
without kids. Activities
Videos integrated in articles, one can scroll
down to continue reading 33% 38% 30%
They don‘t react that well to videos Shopping
19% 22% 25%
Behavior
Interactive videos 21% 23% 28% made by vloggers or blogger or with
interactive elements. Consumer
44% 35%
Videos in posts on social networks
37%
Values
44%
14% 19% 20% Trends in

Images with moving elements Action
14% 23% 23%
14% 22%
Videos made by vloggers 13%
17% 23%
Case Studies
14%
11% 17%
Videos made by bloggers 12%
12% 17%
13%
Online Urban population Online Families without kids

Online Consumption
Video Content
Device possession Daily Online Time Families without kids consume internet similar tot Online
he rest of the urban population. Activities
9%
32% < 60 Min
Desktop 11%
36% They tend to own a desktop more than the urban Audio Content
9% population, probably because they got used to it

61-120 Minutes Editorial
32%
10% and are comfortable with using it.
Laptop/Notebook/Ne Content
tbook 33%
It is their primary device for going online. Next in
121-180 Minutes
8% line is their smartphone. Offline
8%
Activities
Gaming Console 8%
Possession 7% 6% Shopping
181-240 Minutes
5% Behavior
15% 24% Weekly All urban Families without kids Consumer

Tablet 240+ Min
15% 22% Values
Online 66% 68%
Trends in
Urban population Families without kids
Action
Accessing device
58%
Case Studies
54% 47% 46%
16% 14% 5%
6%
Pc (Desktop/Laptop) Tablet Smartphone Tv

PC Usage
Video Content
Purposes
31% Online
Surfing The Internet 32%
34%
They don‘t have a special use for their Activities
30% computers compared to the urban
23%
24% population. They use it for surfing the net, e- Audio Content
E-mail 26%
22% mail, watch movies or listen to music.
22% Editorial
21%
Watch Movies 26% Men in this life stage tend to use more the Content
17%
23% computer than women do.
Offline
Listen Music 21%
24% Activities
19%
19%
Shopping
Play games 18%
21% Behavior
15%
19%
Consumer
Educational 18%
Purpose/Self Study 18% Values
17%
11%
Trends in
Other Hobbies (Not 12%
Games) 14% Action
10%
10%
Urban population
Job Tasks At Home 12% Case Studies
13%
12%
Online Shopping 11% Men from Families without kids

14%
9%
7% Women from Families without
7% kids
Listen To Radio 9%
6%
Mobile Usage
Video Content
Talk time No. of SMS

Online
The smartphone possession among this target is Activities
8%
5%
similar to that of the urban population.
180+ Min 9%
10% 100+ 4% Audio Content
8% 3%
5% Men in this life stage are more likely to own a
6%
5% smartphone than women are, although they all seem Editorial
121-180 Min 7%
7% 50-100 5% to be talking or sending SMSs similarly. Content
6% 5%
5%
15% Offline
6% Activities
15%
61-120 Min 6%
15% 31-50
15% 7%
4% Shopping
28% Behavior
Urban population 11%
31-60 Min 29%
29% 11-30 11%
30% 11% Consumer
10% 48% own a Values
Families without 33% smartphone
27% kids
< 30 Min
27% 38% Trends in
< 10 48% own a
26% 37% 98% have a mobile phone Action
39% smartphone
without kids 31%
Not At All 4% 51% own a Case Studies
4% Not At All 28% 99% have a mobile phone
29% smartphone
4%
Women from 28%
9% Families without 46% own a
Dk/Na 9% kids smartphone
8% Dk/Na 9%
10% 8%
10%

Mobile Usage
Video Content
50% 40% Online

Photo Camera 52% 39% Activities
54% Messenger 39%
50%
30%
40% From their phone, they use especially
37%
Internet/Wap 31%
35%
the camera, the internet access, Audio Content
32% I Access Social Networks
29% 37%
34%
Bluetooth and the radio.
29%
30% 36% Editorial
Touch Screen 33%
Make Photos
35%
Their activities on the phone focus on Content
27% 36%
27% 34%
26% 32%
the entertainment part, they like talking Offline
Video Camera 29%
24% I Use Email 33% via messenger, accessing social networks Activities
21% 35%
31% or using the email.
Bluetooth 21% 27% Shopping
24%
19% I Access News Sites 27% Behavior
21% 30%
24%
Men in this life stage appear to be more
Radio 25% 28% active in both using their phone‘s Consumer
18% 25% Values
19% View/Listen Music/Movies 28% features and the activities they perform
23%
3G (Video Messages) 19%
21%
Families without
23% on it. Trends in
kids
17% Action
I Access websites 22%
18% 25%
Gps 18% Men from 19%
23% Families without 23%
13% Case Studies
17% kids 21%
Play games 21%
None 17% Women from 20%
16% Families without 21%
17%
16% kids I Access Sites Of 20%
16% Newpaper&Magazines 23%
Other Equipment Connection 20% 18%
13% 16%
Use the GPS 15%
18%
Video Content
Weekly content Create video content Distribute video content on…
Online
Activities
3% 67%
Upload picture, 23% Facebook
Daily 67%
music, videos on 2%
social networks 20% Audio Content
40%
YouTube
4% 39%
Editorial
Weekly
16% 3% Content
Join Group 12%
Chat/Forum 15% Instagram 10%
Offline
5% Activities
Several times per month 10%
They generate as much content
3%
17%
Personal blog
9% online as general urban population
Upload pictures, Shopping
videos online 14% and if they do, it is more likely to be Behavior
4% 5%
At least monthly Twitter
4%
an upload of photos, music or
4%
videos on social networks. Consumer
Values
8% 3%
Write on personal LinkedIn
blog 19% 3%
8% Trends in
Less often
18%
3%
Action
Vimeo
2%
8%
Use Microblogging 66% Case Studies
(Twitter/Tumblr) 7% No 21%
69% None
19%
Video Content
Video type they create Their subjects are...
Online
Activities
50% 43%
47%
Men in this life stage will tend to record
Different moments of 51% Tourist places 48% funny, entertaining or informing videos
my life 55% 46% Audio Content
49% 45%
30% 41%
from special events they encounter on
My family
Funny 30% 39%
41% the street or games, which they will Editorial
38%
24% 36%
39%
distribute on Facebook and YouTube. Content
28% My friends 36%
27% 41% Offline
Entertainment
24%
33% 28% Women on the other hand will shoot Activities
Only me 33%
20% 34%
33%
videos from their life, more likely with
18% 26% their friends or family which they will Shopping
Informing
27% Public interest events 32% Behavior
11%
15% (concerts, fairs, etc.) 30% also share on Facebook and YouTube,
33%
Product/ brand 17% Personal events 31% but also on Instagram. Consumer
presentation 16% (weddings, baptisms, 29% Values
17% 29%
etc.) 29%
15% 23%
Special events Trends in
In real time/ live 16% (people doing art on 29%
16% 42% Action
16% the street, fights in… 20%
8% 15%
Urban population
Interviews/ Products/ brands 18%
7% 19% Case Studies
8% 13% Families with kids
6% Trained personnel 14%
19%
Other 5% 10% Men from Families
2% 10%
7% with kids
Games 11%
17% Women from
7%
Families with kids
6%
Other 4%
6%
Video Content
92% 91% 91%

google.ro google.ro Online
94% google.ro 91% 93%
80% Activities
79% 81%
facebook.com facebook.com facebook.com 77%
75% 80%
76%
youtube.com
74%
70% youtube.com
79%
71% youtube.com 70% Similar to the other targets, Audio Content
62% 46% 60% they too visit first big
google.com yahoo.com google.com 58%
59% 59% international giants, like Editorial
55% 39% 52%
Content
yahoo.com 56% mail.yahoo.com 56%
yahoo.com 57% Google, Facebook, YouTube or
53% 55%
mail.yahoo.com
48% Yahoo. Offline
mail.yahoo.com 54% google.com 55% 55%
Activities
36% 37% 36%
olx.ro 37% olx.ro 40%
olx.ro 38% Families without kids use
Shopping
emag.ro
34%
emag.ro
28%
emag.ro
32% Facebook more in rural than Behavior
34% 33% 34%
35% 36% 35% urban, also educational or
betano.com betano.com betano.com
29% booking websites. Consumer
30% 26%
32% 21% 30% Values
wikipedia.org wordpress.com wikipedia.org 28%
29% 25%
Trends in
wordpress.com 25% adevarul.ro 16% wordpress.com 24%
26% 23% 25% Action
28% 26% 29%
maxbet.ro wikipedia.org maxbet.ro 24%
25% 23%
Case Studies
23% 31% 20%
adevarul.ro maxbet.ro adevarul.ro 24%
25% 22%
libertatea.ro 19% okazii.ro 16% libertatea.ro 17%

21% 22% 21%
stirileprotv.ro 19% libertatea.ro 14% stirileprotv.ro 18%

20% 21% 20%

National Population
Social Media Websites - Reach
Video Content
79% 81% 80% Online

facebook.com facebook.com 80% facebook.com
75% 77% Activities
15% 14%
11% tpu.ro
linkedin.com 13% tpu.ro Audio Content
12% 11%
8%
11% pinterest.com 7% 10% Facebook, Pinterest and
pinterest.com pinterest.com 10% Editorial
11% local network tpu.ro are Content
10%
13% instagram.com 6% 9% top social networks used in
tpu.ro linkedin.com
10% urban areas. Offline
11% 6% Activities
twitter.com 5% 10%
10%
instagram.com
8% 4%
instagram.com
7% Rural families without kids Shopping
linkedin.com 5% have higher usage of Behavior
9% 8%
twitter.com
7% 5% twitter.com
6%
Facebook and similar or Consumer
messenger.com 4% less intense usage of other Values
5% 5%
messenger.com 3% messenger.com networks.
6% 5% Trends in
slideshare.net 3%
3%
Action
4% 4%
twoo.com ok.ru
3% ok.ru 3%
3%
Case Studies
3% 3%
3%
slideshare.net twoo.com slideshare.net
3% 2% 3%
3% 3%
ok.ru twoo.com
3% 3%
Info source: Gemius

Urban/ Rural/ Families without kids
National Population
Average for....

Access daily...
urban Families From...
users without
kids Online
88% Activities
Facebook
91%
27 27 81% Online families without
92% 23%
kids’ preferred networks
80% Audio Content
Instagram
45%
13 15 46% are Facebook, YouTube and
45% 12%
Instagram.
52%
Editorial
31% 76% Content
Google plus 15 16
34% 12% They spend most time on
45% YouTube, Facebook and Offline
21% 76%
Twitter 11 11 Activities
20% 15% blogs.
26% 58% Shopping
Pinterest 15 15 64%
27% 11% They access Facebook and Behavior
58% 75% Instagram more from their Consumer

YouTube 86%
62% 33 34
25% phones, while YouTube and Values
78% blogs are more likely to be
29% 19% Trends in
Snapchat 11 9 accessed from their
25% 19%
Action
18+ online users
37%
computers.
19% 82%
LinkedIn 11 11
Online Families
18% without kids 38%
Tumblr 15 15 69%
20% 18%
30% 59%
Blogs 23 24 85%
33% 19%

Social Media Platforms – Topics & Motivations

They read/ view
71% 72%
Food Fashion
73% Beauty/ Personal care Lifestyle House/ Garden/ DIY
71%
IT&C everything on Facebook Online
67% 65%
63%
57%
63%
59% and YouTube, mainly Activities
56% 54%54% 55% 56% 55% 53%
51% 51% 50% because they are inspired,
42% 45%
41% 40% 41% 38%
38% 36%38% 37% in the know, find asnwers Audio Content
33% 30%
26%26%
25%
21% and it makes them feel
good and entertained. Editorial
Content
On Instagram they read
Facebook Instagram Twitter YouTube Blogs Average for all that about lifestyle, beauty and Offline
follow influencers in Activities
social media
fashion, for the same
reasons. Shopping
Behavior
Blogs are also read for
their content on lifestyle, Consumer
Motivation to follow Influencers Values
To inspire To be in the know To find answers/ advice To find comfort To connect To feel good/ relax To be entertained fashion, beauty, but also
75%
70% food, because it is a good Trends in
61%59% 63% 63%62% Action
56% 59%
54%
58% place to get inspired, stay
50% 50% 52% 52%
49%
46%
43% 46%
42% 45% 44% 42% 47%
40%
in the know or find
32%33% 33% 30% answers or connect.
26% 29% 28% 28%
16% 19% 18% 18%
14%
10%

social media
Preferred Advertising Content used by Influencers

Video Content
Online
Activities
67% Audio Content

61%
56% 56%
51%53%
42% 43% 43% 41% 40%
44% 45%
41%39%
Editorial
39% 36% 39% 37%
32% 31% 32% Content
28% 29% 31% 29%31% 27% 26% 28% 27%
20% 20% 20% 23%
15% 18% Offline
13% 14%
7% 8% 9%
Activities
Facebook Instagram Twitter YouTube Blogs Average for all that follow Shopping
influencers in social media Behavior
Consumer
Values
Facebook is a good platform to promote any type of advertising form to these families. On Instagram, videos work better,
albeit in line with the average reaction. Trends in
On YouTube, videos are best, while on blogs they react better to: articles and usage guides, but also to videos with the Action
products, presentation videos or invitations to events and webinars.
Case Studies

Video Content
29%
30%
47%
Facebook 24% Search for the poduct/ brand IS, but I didn't buy it Online
17%
14% Activities
26%
30% Best chances of obtaining a
23%
reaction to advertising
11% I bought the product/ brand Audio Content
28% campaigns on behalf of these
Instagram 5%
5% families is on Facebook, blogs
6% Editorial
9%
and YouTube. Content
12%
9%
They will look for info on the Offline
19%
Twitter 7% Activities
3%
9% I recommended the product/ brand product/ brands, search for it in
9%
54% store, including buying it, or take Shopping
part in contests promoted by the Behavior
25%
22%
37%
I asked for opinions on the channel I saw it brand. Consumer
YouTube 17%
12% Values
6%
12%
40%
I took part in events sponsored by the brand Trends in
20% Action
19%
35%
Blogs 16%
11%
11% I took part in contests sponsored by the brand Case Studies
14%
39%
21%
Average for all 17%
that follow 15%
13% actions
influencers in
7%
social media 12%
30%

Gaming Devices & frequency
Video Content
47%
Play games weekly on any device or online 46% Online
49% Activities
44%
38%
37% They play games as much as the urban population, Audio Content
39%
35%
men more than women do.
23% Editorial
Play games on mobile phone weekly
21% They play equally on their phones, as online as on Content
21%
20% their PC, and less on social networks or using a Offline
20% console. Activities
Play games online weekly 20%
21%
19% Shopping
19% Behavior

21% Consumer
15% Values
16%
16% Trends in
Play games on social networks weekly
16%
Urban population
Action
15%
16%
14% Families without kids Case Studies
Download software/ games weekly
18%
11%
8% Men from Families without
kids
8%
without kids

Video Content
6% 7% Online
gtarcade.com 6% gtarcade.com
5% gameforge.com 5% Activities
4%
Play games online similar or less
3% 4%
gamingwonderland.co worldofwarships.eu
4%
than the overall urban/ rural Audio Content
m 2% 9%
gtarcade.com
4%
population.
4% 3%
gameforge.com popmog.com 3% Editorial
2%
4% Their favorite place to play games Content
3% steampowered.com 3% 4% is gtarcade.com.
y8.com gameforge.com
3% Offline
2%
Activities
5% 4% 3%
gamingwonderland.co
poki.ro travian.ro Shopping
2% m 3% 3%
Behavior
2% 3%
8% worldoftanks.eu
worldoftanks.eu 3%
2% poki.ro Consumer
2% Values
3% 3%
gamingwonderland.co
friv.com m 3%
1% 7% Trends in
friv.com Action
3% 2% 2%
goodgamestudios.co
steampowered.com m 2%
1%
4% Case Studies
2% 2%
goodgamestudios.co y8.com
1% jocuri-kids.ro
m 1% 0%
3% 1% 6%
worldofwarships.eu go4games.ro poki.ro
1% 0,3% 2%

National Population
Audio Content: Offline & Online Consumption
Video Content
Audio content they listen to weekly…. Online

Listen to audio content same as the urban Activities
Families Men from Women from population and more likely offline, than
All
without Families Families
urban online. Audio Content
kids without kids without kids
Online 26% 25% 29% 22% Their favorite device for radio listening is Editorial
the traditional radio device, followed by Content
Offline 53% 55% 59% 52% the TV.
Offline
Activities
Shopping
Behavior


Consumer
85% 68% 77% Values
PC/laptop 27% 10% 20% 89% 78% 85%
Trends in
21% 17% 19%
Tablet
8% 6% 7% Mobile phone Action
7% 5% 6% 17% 13% 15%
22% 15% 19% 23% 18% 21% Case Studies

18% 10% 15%
iPod, MP3 iPod, MP3

6% 4% 5% 9% 6% 8%
4% 2% 3% Player
Player
11% 6% 8% 7% 5% 6%
12% 5% 9%

Top Ratings Video Content
Urban Rural National Online

31%
Activities
Kiss FM Actualitati 22% Kiss FM 27%
35% 26% 30%
28%
Europa Fm, Radio Zu and Kiss Fm are Audio Content
Europa FM 23% 22%
33% Kiss FM
22% Europa FM
29% top three radio posts families without
32% kids listen to. Editorial
ZU Europa FM 16% 27% Content
32% 22% ZU
27%
Others
29%
18% 24%
Radio Romania Actualitati is listened Offline
30% Others
20% Others
26% to more in rural areas, while in urban. Activities
26%
Actualitati
24% 21% 24%
ZU
20% Actualitati
25% Shopping
22% Behavior
ProFM 15% 18%
20% Ant. Satelor
16% ProFM
18% Consumer
Digi FM
15% Values
20% ProFM 14% Digi FM 13%
15% 17%
17% Trends in
Magic FM
20% Digi FM 10% Magic FM 13% Action
12% 17%
12%
Virgin Radio 8% 11% Case Studies
13% Magic FM
12% Ant. Satelor
11%
9%
National FM 7% 9%
11% Craiova
8% Virgin Radio
10%
Info source: MasoR8

Urban/ Rural/ Families without kids
National Population
Video Content
Online
3% 1% Activities
europafm.ro 2%
europafm.ro
3%
2%
europafm.ro It is very unlikely for them to listen to
3% Audio Content
radio online, but if they do, they‘ll listen
to well known Europa Fm.
Editorial
2%
Content
asculta-radio-live.com
2% 2% 2%
Offline
radiozu.ro asculta-radio-live.com
Activities
1% 2%
3% Shopping
radiozu.ro Behavior
2%
Consumer
3%
1% Values
radiozu.ro
kissfm.ro 1%
1% Trends in
0,5%
kissfm.ro Action
1%
Case Studies
2%
2%
kissfm.ro
radiofly.ws 1%
0,2%

National Population
Audio Content: Radio Stations Spontaneous Awareness
Video Content
47% 34% 41%

51% 38% 46% Online
Other 53% Other 39% Other 47%
49% 37% 44% Besides smaller stations, Kiss FM Activities
40% 30% 35%
45% 33% 40% and Zu are top stations these
Kiss FM 51% Kiss FM Kiss FM 48% Audio Content
43% families recall spontaneously. In
39,9% 24% 34%
40% 20% 32% rural areas, Radio Actualitati also
ZU 42% 25% ZU 34% Editorial
Actualitati
45%
39%
30%
19,9%
35%
33%
has good recall scores. Content
28% 24% 23%
Europa FM 38% 22% Europa FM 31% Offline
47% ZU 20% 38% Men have similar or better recall
30% 20% 26% scores of radio stations in both
Pro FM 32% 22% Pro FM 28% rural and urban areas.
36% Pro FM 24% 31% Shopping
28% 20% 25%
22% 21% Behavior
16%
Actualitati 23% 20,8% Actualitati 24%
28% Europa FM 26% 29% Consumer
19% 16% 19%
15% 11% 11% Values
17% Antena Satelor 15%
20% 15% 15% Trends in
14%
15% 6% 11% Action
23% Magic FM 19%
13% 12% 9%
6%
Digi FM 15% Digi FM 13%
20% Digi FM 9% 16%
10% 11% 9%
6% 8% 7%
8%
Cultural 7% Antena Satelor 8%
9% Iasi 9% 8%
6% 9% 7%
8%
Info source: MasoR8

Urban population
Top 10 Favorite radio programs Video Content
Families without kids Men from this life stage are more
Men from Families without kids interested in listening to the radio Online
44% Women from Families without
than women are. They not only Activities
40%
39% 37% 35%40%
33%
kids tune in daily, but also show higher
33% 30% 32% 36%31% 27%
25%
29% 25% 26%
25% 24%
23% 23% 22% 21%22%
25%
28%
23% interest for the majority of the Audio Content
21% 20% 19%
19%19%
18% 18% 18% 18%18% 19%
17% radio programs.
15%
Editorial
Content
Music News Weather News Morning Health Entertainment Road News Horoscope Culinary Listeners Live
Programmes Programmes Show Recipes Offline
Activities
Frequency of listening to the radio
Shopping
National Behavior
Urban Rural

58% 50% 55%
Values
22% 18%
3-5 times/ week 3-5 times/ week
15% 3-5 times/ week Trends in
23% 14% 19%
Action
10% 10%
1-2 times/ week 11% 1-2 times/ week
9% 1-2 times/ week 10% Case Studies
11%
6% 6%
1-3 times/ month 6% 1-3 times/ month
5% 1-3 times/ month 6%
7%
7% Didn't listen to radio 15%

Didn't listen to radio Didn't listen to radio 25%
lately 18%
Info source: SNA Urban/ Rural/ Families without kids Men from Families Women from Families
Focus & MasoR8 National Population without kids without kids
40% Online
Pop/Disco/Dance 41% 6%
42% Any musical events Activities
41% 5%
38% 6%
Old Music/Songs 40%
Non-musicical events
They listen to both pop/ dance music and Audio Content
39% 5%
41% to old songs, probably from their youth.
27%
27%
Women in this life stage tend to listen Editorial
29% more to latino, while men have a higher Content
22% 3% affinity to rock and rap/ hip-hop. Offline
23% Ballet
Latino Music 19% 3%
Activities
26%
3% They go to events as much as the urban
21% Jazz concerts
23% 3% population, does, rather rarely. Shopping
Ambiental Music 22%
23%
Behavior
3%
19% Classical music
20% 3% Consumer
Clasical Music 21%
20% 3%
Values
Pop/ rock concerts
19% 3%
18% Trends in
None 19%
18% 3% Action
Modern dance
16% 3%
17%
Oriental Music/Manele 18% Case Studies
Opera
15% 2%
Rock Music 14% Families with kids
20%
10%
Rap/Hip Hop 13% with kids
17%
10% Women from
Families with kids
Men from Women from Online

All Families
Families without Families without Activities
urban without kids
kids kids
Online 23% 25% 28% 22% Audio Content
They prefer reading editorial content
Offline 46% 49% 50% 49% offline. Editorial
Books 23% 21% 18% 23% If served online, men from this life stage Content
Read magazines….
are more likely to read it. While women Offline
30% 32% 29% 27%
seem to be slightly more interested in Activities
18% 17% 18% 17%
5% 6% reading books.
Shopping
Behavior
Daily
Read newspapers…. Consumer

Values
31% 34% 25% 24%
10% 10% 14% 14% 19% 18%
Trends in
Action
Daily
Case Studies
Read books…
30% 31% 37% 37%

7% 7% 16% 15% 10% 10%

Daily

Visited online
Video Content
Recent Read offline
13% 9% 12% Online
Urban 15% csid.ro 14% csid.ro 15%
csid.ro 13% 14% 13% Activities
16% 16% 16%
6% 10% 8% 9%
Practic In Bucatarie 8% 11% unica.ro 11% unica.ro 11% While offline they like to Audio Content
3% unica.ro 8% 8% 8%
12%
15% 15% 15% read magazines about
6% 9% 2% 8%
Rebus (Flacara) 6%
6% 11% 4% 9% cooking or rebus, online Editorial
businessmagazin.ro avantaje.ro descopera.ro 12%
6%
8%
13% 3%
6% 6% they have multiple Content
4% 7%
5% 9% 6% interests: health, lifestyle,
Click Pofta Buna 3%
7% 10% 7% businessmagazin.ro 10% Offline
descopera.ro descopera.ro
4% 7%
12% 9%
6% 8%
12% science or even business. Activities
Libertatea Pentru Femei 5% 5% 2% 3%
Retete 2%
7% 6% libertateapentrufemei 3% avantaje.ro 4%
one.ro 6% 3% Women are more likely Shopping
4% .ro 2% 5%
5% 6% 4% Behavior
Click Sanatate 3% 3% 5% 2% than men to read about
6% libertateapentrufemei 3%
4% 8%
2%
avantaje.ro 3% businessmagazin.ro 10% .ro 2% health, lifestyle or beauty, Consumer
3% 5% 6% 4%
Practic-Idei Pt Casa/Gradina 3% 3% 3% while men focus more on Values
4% 2%
3%
2% garbo.ro 3%
2% garbo.ro 3%
2%
garbo.ro 2% science and business.
Casa Si Gradina 3% 4% 5% 5% Trends in
2% 4%
4% 3% 2% Action
2% 3% 4% one.ro 5%
elle.ro 2% casepractice.ro 6%
Femeia 3% 5% 4%
1% 3% 4% 2%
2% libertateapentrufemei 3% casepractice.ro 4%
Sanatatea De Azi 3% .ro 2% one.ro 2% 4%
1% 4% 4% 4%
4% 1% 2%
2% 2%
3% 2%
National Geographic 2% qbebe.ro 2% 2% qbebe.ro
3% 2% qbebe.ro 2%
2% 3% 2% 3%
3%

Editorial Content: Newspapers Online & Offline Titles
Video Content
23% 16% 20% Online
4% 25% adevarul.ro 22% adevarul.ro 24%
Click 4% adevarul.ro 28% 27% 28% Activities
5% 23% 18% 21%
3% 19% 14% 17%
4%
4% libertatea.ro 21% libertatea.ro 20% libertatea.ro 21%
22%
Online they favor Audio Content
Gazeta Sporturilor De Duminica 23% 17%
1%
7% 20% 22%
12%
20% reading tabloids, more
14% 7%
3%
gandul.info 15% evz.ro 14% gandul.info 14% likely adevarul.ro and Editorial
Libertatea 4% 19% 20% 18%
4% 11% 8% 10% libertatea.ro. While Content
3% 11%
12% 8%
3% 12% 12% click.ro 13% men prefer adevarul.ro, Offline
Libertatea Pentru Femei 3% click.ro 12% gandul.info 16% 14%
1%
5% 11% 9% 12%
10%
women will read more Activities
11% 8%
3% 13% 12%
libertatea.ro, especially
3% evz.ro 12% zf.ro
Gazeta Sporturilor 6% 14% click.ro 15% 16%
in rural areas. Shopping
12% 9% 9%
0%
12% 10% Behavior
6%
2% 14% 12%
3% zf.ro zf.ro 9% evz.ro
Click Pentru Femei 1%
10%
17% 12% 14%
10% Offline, they prefer Consumer
5% 7% 6%
7% 5% reading Click and Values
2% 8%
3% 8% 7% jurnalul.ro
Libertatea-Editia De Duminica 3%
jurnalul.ro 8% jurnalul.ro 8% 8%
8%
Libertatea and Trends in
2% 8% 7%
3%
6% 3% 5% supplements, like: Action
6% capital.ro 5%
Click De Duminica 3%
3%
capital.ro 7% romanialibera.ro 3%
4% 6% Gazeta sporturilor de
2% 5% 4%
2%
5% 3%
4% Duminica or Libertatea Case Studies
2%
Tvmania 3%
3%
romanialibera.ro 5%
6% ziaruldeiasi.ro 3% romanialibera.ro 5%
6% pentru Femei.
2,4% 4% 5% 4%
2% 2%
2% 3%
1% 3%
Evenimentul Zilei 2% ziarulevenimentul.ro 3% 3% ziarulevenimentul.ro
2% 2% capital.ro 2%
1% 4% 4% 3%
2%

Video Content
63% 63% 69% 58%
Online
9% 8% 6% 10% 9% 7% 11% 18% 18% 16% 20%
9% Activities
More than 5 Books 3-4 Books 1-2 Books None Overall they consume the same number
Audio Content
Urban population Families without kids of books as the urban population, but
Men from Families without kids Women from Families without kids inside the family, women show more Editorial
interest towards reading books than men Content
Book genre Buying place do.
Offline
23% Activities
23% 28%
Prose 20% Bookshop 27%
24%
They like prose and other genres of
26%
31%
17% 13% books, which they buy from the Shopping
Other 17% 14% Behavior
13%
20%
Printed Press Distribution Stall 9%
17%
bookshop, the printed press distribution
10%
Specialized Books
11%
Second Hand Bookshop 12% stall or the second hand shop. Consumer
11% 13%
(Medicine/Computers) 10% 10% Values
11% 10%
7% Book Market 10%
7% 8%
Science Fiction 9% 11% Trends in
6% 9%
7% Mail'Order 9% Action
Political/Historical/Social 7%
6% 10%
Themes 9% 9%
4% Retailers 9%
7% 7% Case Studies
10%
Poetry 6% 6%
5%
7% Peddlers 6%
5%
6%
5%
Children Books 4% 6%
4% Other 6%
5%
4% 6%
50% 6%
None 50%
56% .ro websites 5%
4%
44% 6%
1%
Info source: SNA Focus .com websites 1%
2%
1%
Top Weekly Out of Home Activities
The majority of the families without
14% 55%
16% Go For A Walk 50% kids spend less then 5h/ day during
49%
51% Online
9% weekdays outside home, in the Activities
46%
14% Visit Persons & Receive Visits 45%
45%
5-8 Hours/Day 12%
16%
46% weekends also.
9% 48%
I Meet With My Friends 45%
51% When outside in their free time, Audio Content
24% 39%
3-5 Hours/Day 22%
22% 22% they go for walks, makes visits,
21% Going Shopping 21%
17%
24% meets with their friends or go Editorial
40%
42% 20% Content
1-3 Hours/Day 33% Practice Sports/Fitness 20%
23%
shopping.
51% 17%
7% 12% Offline
Less Than 1 Hour/Day 6% I Ride With Bike 11% Activities
4%
9% 7%
16% Men in this life stage are more likely
Urban population
Visit Free Markets/Exhibitions
11%
11% to go out of the home more often
Families without kids 12% Shopping
Men from Families without kids
11% and for longer period of times than Behavior
12%
Women from Families without kids Cafes
8%
11%
14% women. In their free time they enjoy
9% meeting their friends, engaging in Consumer
Time spent outside Weekends bars pubs 10% Values
17%
4% sporting activities or simply going
12% 11%
17% Make Photso 10%
9% out. Trends in
7% 10% Action
17% 10%
Go On Trips 9%
5-8 Hours/Day 16%
19%
10%
8% Women, on the other hand, will go
14% 6% Case Studies
29% Go To Manicure/Cosmetics 7%
4%
shopping, or go to the cosmetic
29% 9%
3-5 Hours/Day 30%
27% 6%
salon.
Go To Hairdress/Barber 6%
32% 5%
33% 7%
39% Community/Church Activities 5%
5%
8% 5%
6% Going To The Cinema 5%
11% 5%
5%
clubs 1%
2%
1%
Video Content
Sports in L12M Activities in L12M They are as likely as the Online

78% 82%
urban population to pay for Activities
79%
None 70% None 83% attending sport events or
87% 80%
85% practicing. Audio Content
9%
Football 8%
15% 8% Men are more likely than
Aerobic/Fitness (In Special Equiped 8%
3%
women in this life stage to Editorial
Halls) 7%
6% 8% Content
Other Sport 6%
7%
even engage in this sort of
6%
5%
6% activity and their choice goes Offline
5% Other Activity
5%
8% to football first. Activities
Cycling 7% 5%
3%
6% Shopping
4% 5%
Lawn Tennis 4% Snooker
8% Behavior
6%
3% 3%
4% 5%
Consumer
Fishing Or Sport Hunting 4% 5% 85% Payed to attend Values
6% Jogging 78%77%
2% 5% 69%
5%
4% Trends in
Gymnastics 4% 4%
4% Action
4% 4% 17%
Camping (Tent Trip) 9% 9% 3% 4% 4% 5% 3% 3% 3% 5% 2% 3% 3% 3% 2%
5%
3% 3%
Body Building 4% Case Studies
5% None Football Other Sport Handball Lawn Tennis
2% 4% Urban population Families without kids
Roller Skating/Skateboard 3%
4% 3%
4% Men from Families without kids Women from Families without kids
Voleyball 4% 3%
3%
2%
3% 3%
Athletics 3% Extreme Sports
4% 4%
3% 2%

Video Content
86%
87% In their free time at home, they enjoy Online
Watching Tv
87% Activities
87% watching TV or relaxing.
66%
65%
Men tend to use the computer more, same
I Relax/ I Repose Audio Content
64%
65%
as listening to the radio, reading the
54% newspaper or fixing and repairing stuff Editorial
Use The Computer 56% around the house.
58% Content
54%
Women will take care of the cooking and
53% Offline
55% read magazines.
Listening Radio
59% Activities
52%
48% Urban population Shopping
Cook From Pleasure/Passion 51% Behavior
32%
67%
46% Families without kids Consumer
Visit Persons & Receive Visits 45% Values
45%
46%
Men from Families
41%
without kids Trends in
Reading Newspapers 44% Action
47%
42% Women from
Case Studies
Reading Magazines 38%
36%
40%
26%
Play Pc/Wii/Playstation/Mobile Phone 25%
26%
25%
20%
Fix And Repair 22%
34%
Shopping Behavior
Most important deciding criteria Video Content
73%
77% I tend not to change the brand 74% Online
74%
78% 74% Activities
Product's characteristics
79% 67%
77% I like to be advised when I visit
69% stores
68%
67%
Women are the main shoppers in this Audio Content
68%
69%
66%
households. Their shopping decision
Price
70% I buy often products on special 66% is based on the products’ Editorial
66% 63%
offers characteristics firstly, but they keep Content
47% 69%
48%
57% an eye for special offers and better Offline
Brand Price is the proper measure of a 57%
47%
48%
product's quality 59% prices. Activities
55%
35% 56%
Price is the most important criteria 56% Men prefer to stay in their area of Shopping
36%
Previous experience
35%
when I buy products 56% Behavior
36%
56% expertise and tend to buy only known
54%
55%
brands. Consumer
29% I look for the smallest prices 53% Values
Special offers 29% 57%
29%
29% I buy products without thinking if
40% Trends in
39% Main shopper
20% they are worth it 39% Action
40% 91%
77% 78%
20% 62%
Expert recommendations 34%
19%
20%
No matter the product, I only buy 33% Case Studies
known brands 37%
30%
15% Yes
15% 28%
Friends' recommendations 28% Urban population
16% I buy food to take part in contests 28%
15% 27% Families without kids
6% 26% Men from Families without kids
Stars influence me when choosing 25%
Commercial information 6% products 26%
7% 24% Women from Families without kids
5%
Promotional Behavior by Customer
Video Content
96%96%95%97% Shop… Urban population
37% 37%39%35% Families without kids Online

21% 21%22%20% 18% 17%19%15% Activities
Shop offline Shop online Shop online in Shop online abroad They are users of the traditional
Romania Women from Families without Audio Content
kids commerce, buying mostly offline,
Offline they shop weekly from… from small neighborhood stores, Editorial
63%63%62%64% the market or supermarkets. Content
50%50%44%54% 44%44%45%44%
27%28%28%28% Offline
7% 6% 7% 6% 6% 6% 7% 5% 5% 5% 6% 5%
Kaufland is their first choice of Activities
Small Market Supermarkets Hypermarkets Cash& carry Other stores DIY hypermarkets, Lidl for
neighbourhood
supermarkets. Shopping
stores Behavior
Consumer
71% L3M
Kaufland 73% 62%
62%
Values
70% Lidl
75% 59%
64% 36%
49% 45% Altex 36% Trends in
50% 38%
Carrefour Profi 44% 35%
49% 43% 26% Action
51% 45%
37% Flanco 27%
39% 28%
39% Penny Market 38% 26%
Auchan 37% Case Studies
39%
37% 15%
40% 15%
31% Media Galaxy
19% 15%
15%
19% Billa 31%
Cora 19% 31% 2%
19% 31%
Technomarket 2%
21% 2%
2%
13% Mega Image 21%
Selgros 12%
13% 19%
22%
12% 11%
12% Carrefour Express 11%
Metro 12% 12%
11%
12%
12%
Promotional Behavior: Black Friday
Video Content
Are…
56% 53% Online Urban population Online
20% 21% 18% 19% Activities
6% 6% Women in this life stage are more
Involved buyers Lost buyers Seduced buyers BF indifferent Online Families without kids Involved Buyers than men are, but Audio Content
they also have a slightly higher affinity
for being a Lost Buyer, getting excited, Editorial
Interest for BF 2017 but in the end not buying anything. Content
Adult online users Offline

1=Not at 8 out of 10 online women from these Activities
all 2 3 4 5 6
7=Very 5+6+7
interested
interested families, that also shopped online for
Black Friday last year, will shop for Shopping
4% 3% 4% 14% 21% 23% 30% 75% Back Friday this year too.
Behavior
Online Families without kids Consumer

Values
5% 3% 4% 13% 20% 25% 29% 75%
Trends in
Action
Online Families without kids - Men
5% 5% 3% 16% 16% 22% 33% 71% Case Studies
Online Families without kids -

Women
4% 2% 5% 12% 24% 27% 27% 78%

Top 15
96% Video Content

Toys and kids products 175%
169%
91% 180%
Personal care products 99% Toys, personal care products, books and Online
73%
82%
113% clothing items have the best conversion Activities
Books 74%
85% rates among this segment.
92% Audio Content
76%
Clothes, shoes and accessories 81%
78%
84% Men in this life stage take advantage of
72% this promotional activity to shop presents Editorial
138% Content
69%
68%
for their loves ones, women especially, as
HH appliances 74%
69% they have better conversion rates for: Offline
79% Activities
68% make up products, perfumes or skin care
Watches 70%
61%
78% products, but also to shop a bit for them in Shopping
Photo, video products
45%
69% areas like: computer and PC accessories, Behavior
84%
47% personal care devices or TV & electronics.
66%
66%
Consumer
62% Values
35%
Women will tend to focus on household
Games consoles 64%
61%
68%
items that revolve around cleaning and Trends in
64% cooking, personal care or DIY products. Action
Computers, laptops and PC accessories 58%
72%
55% Case Studies
etc) 69% Families without kids
48%
46%
TV, electronics 55%
64% Men from Families without kids
40%
49%
Mobile phones, tablets and accessories 53% Women from Families without
47%
60% kids
52%
DIY products 53% Info source: Black Friday
38%
81%
Video Content
Adult online users Online Families Online Families Online Families
without kids without kids - Men without kids - Women
Online

Audio Content
5+
34% 34% 34% 32% 34% 28% 34% 36%
products Editorial
4 Content
14% 11% 14% 13% 9% 11% 18% 14%
products
Offline
3 Activities
16% 21% 16% 23% 12% 26% 18% 21%
products
Shopping
2 Behavior
19% 18% 17% 17% 22% 16% 14% 19%
products
Consumer
1 Values
18% 15% 19% 14% 22% 20% 16% 10%
product
Trends in
Action
They bought in average the same number of products as the online urban population and they remained
constant in their estimations, buying the same number of products they estimated. Case Studies

Promotional Behavior: Black Friday
83% 72%
Retailers’ websites 84% emag.ro 75% For Black Friday 2016 they informed
82% 69%
35% 29% from the retailers‘ websites, Online
Retailers’ newsletters 33%
35% altex.ro 30%
38%
through their websites, newsletters Activities
32% 23%
33% 25%
or online search engines.
32% 25% Women paid more attention to Audio Content
Online search engines 33% elefant.ro 18%
32% 31% posts on Facebook and men to
29% 15% Editorial
Websites with all retailers and their offers 27% 14% websites that compared prices.
29% flanco.ro 19% Content
25% 10%
22% 11% Both women and men in this life Offline
Posts on Facebook 20% mediagalaxy.ro 13%
13% 18% stage buy from Emag. Other Activities
25% 9%
20% 11% websites show variations of interest Shopping
19% 12%
Websites that compare prices and offers 22% evomag.ro 21% based on gender. Behavior
16% 5%
16% 11%
16% 12% Consumer
TV ads 14% fashiondays.ro 12%
17% 13% Values
Urban population
15% 10%
Directly in store 14% cel.ro 12% Trends in
15% Families without kids 19%
13% 5% Action
9% Men from Families without kids 10%
Online comments 9% Other 11%
9% Women from Families without 9% Case Studies
10% 12%
kids
8% 8%
Friends, family, colleagues 8% pcgarage.ro 10%
8% 17%
9% 4%

Video Content
Shop… Urban population Men are slightly more likely to
Families without kids shop online than women, both Online
21% 21% 22% 20% 17% 19%
18% 15% from Romanian and foreign Activities
websites.
Women from Families without Audio Content
kids
From Romanian websites they
buy: clothing, books, self care Editorial
Purchased products from Romanian online retailers Purchased products from foreign websites Content
products or footwear, while from
7% 3%
Clothing 6%
4% Audio-Video Content 3%
4%
foreign websites they purchase Offline
7% 2% Activities
6% 3% first audio-video content and than
Books 5% Clothing 3%
4%
6%
2%
3% clothing items. Shopping
5% 2%
Selfcare Products 5% Selfcare Products 2% Behavior
4% 1%
6% 2%
5% 3%
Footwear 5% Footwear 2% Consumer
4% 2%
5% 2% Values
4% 1%
Audio-Video Content 4% Small Appliances 1%
5% 2% Trends in
3% 1%
4% 1% Action
It&C Products (Pc/Laptop/Printer) 4% Books 1%
4% 2%
4% 1%
3% 1%
Small Appliances 3% Household Cleaners 1% Case Studies
3% 1%
3% 1%
3% 1%
Large Appliances 2% Food Or Sweet 1%
2% 1%
3% 1%
2% 1%
Electronics 2% It&C Products (Pc/Laptop/Printer) 1%
2% 1%
2% 1%
2% 1%
Food Or Sweet 2% (Non)Alcoholic Beverages 1%
2%
1% 1%
1%
21%
When choosing the online retailer
15% Payment On Delivery (Cash Or Card) 21% they buy from they make their Online
Price 17% 23% Activities
18%
15%
19% decision based on price and terms
7% 7% of delivery.
Terms Of Delivery: Timing/ Costs 7% Payment On Website - Card 7% Audio Content
8% 8%
6% 6%
5% Most of them prefer payment on
7% Editorial
Special Offers 5%
5% 7% delivery. Men show they also use Content
5% 5%
9% other types of payment or
5% payment on the website. Offline
Personal Experience 5% 5%
5% Online Banking-Transfer In Supplier'S
Activities
5%
4% Account 6% Urban population
4% 4% Shopping
Website Reputation 5%
4% 5% Families without kids Behavior
3% Payment On Website - Virtual Bank 4%
Detailed Information About The 3% Account 6%
3% 3% Men from Families
Consumer
Products
3% without kids Values
2% 5%
2% On Bank'S Counter-Transfer In 4% Women from Families
Comments Posted By Clients 1% Supplier'S Acc 5% Trends in
without kids
3% 3% Action
2%
Acquaintance Recommendation 2%
2%
2% Case Studies
16%
None 17%
17%
16%
5%
Dk/Na 5%
4%
5%

HUMAN DESIRES
For Video Content
More
Online
Love Connect Control & Activities
& & To
Audio Content
Believe Editorial
Content
Offline
Activities
MAIN NEED IS TO BE LOVED
Since their family is evolving, they might feel a bit left behind. This moment of transition makes them feel the need for re- Shopping
confirmation. Behavior
Consumer
NEXT IN LINE IS THE NEED FOR CONTROL & TO CONNECT Values
Because control helps them feel secure and safe. When everything around them is changing and evolving after years of
Trends in
stability, the only things that makes them feel in control is planning every step of the way, not leaving anything to chance. This Action
is a time when they feel the need to connect, to themselves (as they were before children), but also to bond with others.
Case Studies
Women in this life stage need, more than men do, TO BELIEVE. It gives them a meaning and an answer to their questions,
because by believing they obtain: explanations, consolation, authority to impose their thoughts and comfort.
Men focus on the need FOR MORE. Now is the time for more in work, creativity, play, devices, time with friends, whatever
feels good and they desire.

Trend in action: Information Exchange in Family
Video Content
Their believes are well routed in past experiences, respecting
customs and traditions, appreciating Romanian products and Online
Activities
brands.
Audio Content
Their family is the environment where they still have the best fun,
even if their kids moved out and now most of them live either
Editorial
alone or with their partner. Content
Best extended family moments are around meal gatherings, Offline

Activities
usually with traditional triggers (Sundays or Religious Holidays),
but as even more mature targets are now online connected, being Shopping
opened to social media updates received from their younger Behavior
relatives regarding their main interest (cooking & lifestyle), family Consumer
meals are starting to get an innovative touch, mixing traditional & Values
modern recipes.
Trends in
Action
After being exposed to an info source for their specific interest, the
roles change as more mature targets are meticulously exploring it
Case Studies
and inform in every detail about the available content, passing
updates to their close ones.
Case study: Praid Cheese Relocated Radio Show
Video Content
Cheese category communication in Romania is rooted in Online

tradition, therefore when Hochland needed to launch a Activities
purely traditional product, a landmark for Romania like
Italian Parmesan, it needed to find a differentiating Audio Content
approach.
Editorial
Content
Praid Cheese is a refined dairy product, long matured in
Saline Praid in Romania. Under the communication umbrella Offline
of „taste with character”, it wanted to meet the needs of Activities
consumers who, with their aging, have defined not only
Shopping
their character but also their culinary preferences. Behavior
In order to differentiate we promoted an unique culinary Consumer

Values
experience in the radio show Desteptarea , with Vlad
Petreanu and George Zafiu. The contests promoted on Trends in
Europa FM also had support in social media. Action
The presenters invited listeners to enroll in the contest, by
describing the best culiniary experience they ever had. The Case Studies
winners enjoyed a VIP culiniary experience in 2 at Saline
Praid.
Thank you for reading 2017 Consumer Report and stay tuned for next year’s
edition!
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2017

Families with kids Teens

Men from Women from Video Content

Info source: SNA Focus & Gemius

77% 77% Don't use them Online

Info source: SMG Video Watching Habits

10% 12% 11%

Urban population Families with kids general urban population.

Info source: SMG Video Watching Habits 2017

74% 79% 76%

Info source: SMG Video Watching Habits 2017

Places Time of the day Video Content

58% 11% Online

11% In apps In browser Both apps and No

Info source: SMG Video Watching Habits 2017

Top 10 video content on mobile phones Video Content

Info source: SMG Video Watching Habits 2017

Info source: SMG Video Watching Habits 2017

56% 40% 33% In terms of formats, on all Audio Content

Urban population Families with kids

Info source: SMG Video Watching Habits 2017

Urban population Families with kids

Info source: SNA Focus

Online Shopping 17%

Other Hobbies (Not Games) 13%

< 30 Min 25% < 10 42% 65% own a

Info source: SNA Focus

Weekly content Create video content Video Content

Urban population Families with kids

Their subjects are... Video Content

92% 91% 91%

booking.com 13% booking.com 7% orange.ro 13%

orange.ro 14% softpedia.com 11% stirileprotv.ro 18%

Info source: Gemius Urban/ Rural/ Families with kids

79% 81% 80%

Info source: Gemius Urban/ Rural/ Families with kids

18+ online Online Video Content

21% 60% networks, among others: Offline

Mobile phone PC/ Laptop Tablet

Read Influencers’ Posts about… Video Content

Instagram Influencers are red for Editorial

Facebook Instagram Twitter YouTube Blogs Average for all that

Preferred Advertising Content used by Influencers Video Content

61% Audio Content

Info source: Influence Me 2017, by SMG RO and Global Records

28% Video Content

Info source: Influence Me 2017, by SMG RO and Global Records

Play games on social networks weekly 20%

Own a games console 15%

Info source: SNA Focus

Urban/ Rural/ Families with kids

Listen to the radio offline on…

Urban Rural National

22% 15% 19% 23% 18% 21% Case Studies

iPod, MP3 iPod, MP3

Info source: SNA Focus & MasoR8

36% 28% ZU 33% Audio Content

Info source: MasoR8

Info source: Gemius Urban/ Rural/ Families with kids

47% 30% 41%

6-7 times/ week

22% 15% Trends in

Urban/ Rural/ Families with kids