Consumer Report 2018

2018
Families with kids Teens
Families that live with kids <14 Teenagers, still in school

y.o. in the HH Age: 14-17 y.o.
Age: concentrated 18 -45 y.o.
Civil status: not single
Kids: own kids <14 y.o. living in the
HH
Single Youth Families without kids
Single Millennials Families that don’t have any kids

Age:18-34 y.o. <14 y.o living in the HH
Civil status: Single Age: concentrated in 45+ y.o.
Kids: without kids <14 y.o. Civil status: not single
living in the HH Kids: without kids <14 y.o. living in
the HH
Consumer Report
Data Evolution: 2014-2018
TV Consumption
Teens Single Youth Families with kids Families without kids All Urban
TV Offline 92%
92% 91% 91%
 Offline TV has a high penetration among urban 90% 88% 89% 89%
population, with a constant evolution over the 89% 88%
past 4 years. 85% 87% 87%
83%
84% 83%
79% 81%
78% 78%
TV Online 71% 71% 73%

68%
72% 70%
 Online TV has a slightly increase over the years, 70% 67%
4 out of 10 urban respondents declared they 51% 53%
watch TV on internet.
47%
41%
39% 39% 42%
 Teens and Single Youth segments have well
above average online TV consumption and watch 36%
offline less compared with other segments. 28%
25% 26%
 Online TV had an increasing trend also among 23%
families with kids, but it stagnated in past two
years.
Sna Focus May'15 Wave Sna Focus May'16 Wave Sna Focus May'17 Wave Sna Focus May'18 Wave
Info source: SNA Focus

Smart TV Possession
 In past two years we notice an ascending trend

among all segments, especially families with
kids., most probably this being one of the drivers
for their increased online TV consumption.
28%
26%
21% 22%
20% 23%
17% 16% 19%

15% 14%
15%
12% 14%
10%
Sna Focus May'16 Wave Sna Focus May'17 Wave Sna Focus May'18 Wave

Accessing Online Devices
 Despite the fact that most respondents

access the internet on their PC 93% 90%
84%
(Desktop/Laptop), online consumption 93% 78%
on this devices is decreasing, while PC (Desktop/Laptop) 81% 87%
75%
77%
mobile phone consumption is 66% 66%
67% 76%
increasing year on year. This change 70% 62%
of behavior is observed especially 62% 63%
51% 58% 51%
among Teens and Single Youth. 53%
48% 46% 43% 40%
 Recently, tablet consumption is
decreasing among Families with kids 28%
and teens, the new generations being 25% 26%
more familiar with accessing internet 23%
21% 21% 20%
from small screens. 22%
20% 20% 17%
Tablet 14%
13% 17% 16%
16% 13%
11% 13%
11% 10% 9%
8% 8%
4%
83% 86%
77% 85%
71% 80%
60% 77% 75%
70% 69%
Mobile Phone 56% 54%
43% 56%
50%
29% 42% 37%
26% 34% 32%
26%
13% 18%
Sna Focus May'14 Sna Focus May'15 Sna Focus May'16 Sna Focus May'17 Sna Focus May'18
Wave Wave Wave Wave Wave

Mobile Usage
78% 80%
71% 72% 74%
64% 71%
60% 67%
58% 53% 55%
50%
Smartphone Possession 39% 42%
37% 42%
 While mobile phone possession remains 33% 36%
30%
constant over the past 5 waves, the smartphone 30%
is on an ascending trend, with a higher 20%
22%
penetration among young segments (Teens and 18%
Single Youth) and an accelerated increase among
Families with kids. 11%
 In 2018 more than half of the urban population

has a smartphone. Sna Focus May'14 Wave Sna Focus May'15 Wave Sna Focus May'16 Wave Sna Focus May'17 Wave Sna Focus May'18 Wave

Social Media Platforms
Teens Single Youth Families with kids

Families without kids All Urban
Facebook remains by far the 82% 82%

78% 80%
most popular social media 77% 81%
channel, with an increasing 39% 81%
79% 78%
penetration over the years 34% 75%
32% 68%
among more mature segments 31% 66%
61%
(Families with or without kids), 58%
while young segments (Teens 49% 52%
18% 46% 49%
and Single Youth) continue to be 15% 41% 45%
16% 14% 36%
the ones most active in social 33%
media channels. These young 9% 8% 29% 30%
segments are also increasingly 24%
embracing Instagram from year
to year. Sna Focus May'17 Wave Sna Focus May'18 Wave
17%
40% 15%
33% 14% 13% 13%
31% 11% 11%
25% 12% 12%
9%
24%
6%
15% 19% 13% 5% 5% 5%
10% 4% 6% 5%
9% 13% 4% 5%
7% 4%
3% 8% 3% 2%
3% 6% 5% 7% 2% 2% 3%
1% 3%
Sna Focus May'15 Sna Focus May'16 Sna Focus May'17 Sna Focus May'18 Sna Focus Sna Focus Sna Focus Sna Focus Sna Focus
Wave Wave Wave Wave May'14 Wave May'15 Wave May'16 Wave May'17 Wave May'18 Wave

Gaming devices
Play games on PC or own a console Teens Single Youth Families with kids Families without kids All Urban
61%
 Gaming on PC or on consoles is on a decreasing 61%
trend, even among Teens and Single Youth. They
54%
have replaced it with the online and mobile
53%
games: 52% of Teens and 40% of Single Youth 48%
segments use their mobile to play games weekly 46%
(source: SNA Focus 2018). This is in line with 42% 44%
general mobile game increasing trend, in 2018 39% 39%
being the largest segment, with a $25 million 38% 36%
USD market volume (statista.com) 35%
31% 30% 30%
27%
 Games consoles decreasing trend reflects also in
Black Friday 2017 data, this type of products 24% 25%
registering a very low conversion rate (14%), 20% 21%
20% 18%
from 22% people that intend to buy game 16%
console only 3% actually bought them (source: 14%
Starcom Media & Kantar TNS Black Friday study,
2017)
Sna Focus May'14 Wave Sna Focus May'15 Wave Sna Focus May'16 Wave Sna Focus May'17 Wave Sna Focus May'18 Wave

Audio Content (Weekly)
74%
72%
73%
69% 68% 68% 67%
69% 64%
Audio Offline 66% 67% 61%
6…
61% 57% 59%
 The days when people listened to music on CDs/
58% 57% 53%
USB sticks seem to be gone: offline audio
content consumption is declining starting 2016 53% 53% 52%
data wave among all segments. 50%
45%
38%
60% 60%
58% 60%
50% 49%
Audio Online 44% 38%
43% 36% 39%
36%
 People and especially Teens and Single Youth 31%
segments, started to listen music or other audio 30%
20% 17% 19%
content online. An accentuation of this trend
18% 19%
started with 2017 data wave. 19% 18% 17%
10% 10% 11%

Music Events Attendance
38%
33% 33% 34%
32% 32%
28% 29%
Any musical events attended 29%
27%
annually 24%
24%
26%
20% 22% 22%
 In 2018 Single Youth and Teens are the ones with 22%
highest participation to musical events, even 19%
18% 19% 18% 18%
though Teens have registered a slightly decrease 18%
from previous wave. 16%
14%
 Another segment with an increased participation
to this type of events are Families with kids,
considering concerts/ festivals a child proper
experience.

Summer Festivals Interests
 Top mentions about main summer festivals are

related to the brands and their activations/campaigns:
campaign prizes/surprises, brand activation and brand
campaigns. In consumer discussions, brands gather
more visibility even than favorite artists/music , or
friends experiences.
Info source: Zelist Monitor

Editorial Content
56% 53%
54%
Offline 53% 51% 49%
49% 44% 44%
43% 44% 40%
40%
39% 40%
33%
31%
30% 30%
24%
Sna Focus May'15 Wave Sna Focus May'16 Wave Sna Focus May'17 Wave Sna Focus May'18 Wave
45% 43%
 Both offline and online editorials are on an 40%
descending trend from 2017 among all Online
37%
segments, as a consequence of social media 33% 32% 33% 33%
33%
increasing informing role. Books maintain a
32% 32% 31%
constant but low score for the past 5 data 28% 30%
27% 26% 23% 23%
waves,. Teens consumer books in similar extent
with magazines & newspapers. 20% 22% 22%
21%
20% 18%
 Titles with both printed and online editions are 18%
complementary covering most consumers.
33%
Books 29%
27% 28%
25% 26% 25% 25% 25%
26% 23%
25% 23% 23%
25% 25% 24% 25% 22%
24% 21%
22% 21% 21%
21%

Offline Activities
21%
Payed to 18%
18%
attend -
16%
Football 16%
13%
12% 12% 13%
12% 11% 10%
12% 9% 9%
 All segments have started to lose their interests 11% 10%
9% 10%
in sports. In 2018 only 1 out of 10 respondents 9% 8% 7%
declare that will pay to attend a Football game. 7%
7%
Sports lost it’s sparkle even as a fun offline 5%
activity: Teens and Single Youth probably play
Football online (ex. FIFA), as physically less
than 15% are playing football at least once per
year. 19% 19%
17% 17%
Sports 18%
16% 16% 14%
Last12M- 13%
Football 12%
8% 8% 8% 8%
8%
8% 8% 8% 9% 7%
4% 6% 5%
5% 5%

Shopping Behavior – Brand Importance
49%
No matter what product, I buy only
46%
known brands (Totally Agree & 46%
Agree). 43%
 We notice that over the time the brand name has

42%
38% 41%
started to increase in people’s choice, especially
for young segments (Teens and Single Youth). 37% 35% 35%
34% 34%
 In 2018 1 out of 2 teens choose a product based 35%
on the brand name, as the popularity and being 34% 34%
32% 30%
admired by others is very important for this 31%
segment. 30% 30% 30%
27%
26% 27%
24%

Shopping Behavior – Celebrity Influence
32%
31%
30%
I trust in the products/services
recommended by the celebrities. 29% 30% 29%
(Totally Agree & Agree). 28%
28%
 In the last years the role of influencers has 26%
27%
increased in people’s decision journey and 25% 25% 26%
celebrities are one of the main types of 25%
influencers. 25% 25%
24% 24%
 For Teens the celebrity recommendation is 22%
important for trusting a product or service as
they are aspirational and well-known.
21%
 We observe the celebrities influence is slowly 19%
increasing among all measured segments. 19% 20%
19%
17%

Shopping Behavior – Promotions Appeal
70%
Quite often I buy products on special 70% 69% 69%
69%
offers, promotional prices (Totally 69%
69% 68%
Agree & Agree). 68%
68% 66%
 Despite the fact that promotions continue to be 66%
an important purchase driver, we observe 67% 67% 66% 66%
especially among Teens a decreasing importance 65%
in past 3 years, in accordance with their 65% 65%
increased interest in brands. 64%
63%
62%
60%
57%
57%

Information sources for Black Friday Offers*
Posts on Facebook Single Youth Families with kids Families without kids All Urban
 In line with social commerce global trend, based 47%

on people considering social media the new
purchase driver and even a market place, we
observe that in Romania this source of
information has increased significantly in 2017
for Single Youth, as they are more digitalized and
present on social media platforms. Facebook
36% 34%
declared that nowadays, 70% of Romanians who
34%
have Facebook accounts are connected and 34%
purchase products from foreign shops/ 31%
businesses. 31%
29%
21% 22%
21% 22%
Black Friday 2015 Black Friday 2016 Black Friday 2017
Info source: Black Friday Study 2017, by Starcom Media Romania, Kantar TNS and Leo Burnett
TV Consumption & Devices
TV continues to be watched mainly offline

Video Content
Men from Women from among Families with kids, men having also a
Families with
At least Weekly All urban Families with Families with higher online consumption vs. women.
kids Online
kids kids
Activities
Watch TV Most families own not just one, but two TV’s in
88% 89% 90% 89% the household and they own more devices than
offline
the urban population, such as independent DVD’s Audio Content
Watch TV and home cinemas.
42% 54% 59% 51%
online
Although the majority own a regular TV, smart Editorial
TV penetration is higher than among general Content
Device possession Type
urban population.
Offline
23%
97% Plasma Activities
First Tv Set 26%
97%
23% Shopping
LCD Behavior
25%
59%
Second Tv Set Consumer
68% 28%
Tube Values
22%
14% 15% Consumer

Independent Dvd LED Particularities
17% 17%
Case Studies
6%
Home Cinema
8% 53%
Regular
47%
5%
Urban population 22%
Blu-Ray Player
5% Families with kids SmartTV
28%

TV Programs Watched (Ratings)
Urban Rural National

Video Content
13% 14% 13%
ROMANII AU TALENT 15% 17% 16%
14% ROMANII AU TALENT 16% ROMANII AU TALENT 15%
Online
17% 18% 18% Activities
11% 12% 11%
LAS FIERBINTI 12% 14% 13%
12% LAS FIERBINTI LAS FIERBINTI 13%
Urban families enjoy
15%
12% 14% 13% watching local TV shows Audio Content
POFTITI PE LA NOI: POFTITI IN
7% 11% 9% and series. Women in
10% 14% 12%
VACANTA 8% EXATLON ROMANIA EXATLON ROMANIA 10% urban areas enjoy watching
11%
12% Editorial
16% 14% Romanii Au Talent, Poftiti
6% pe la Noi, and Exatlon. Men
Content
9% 8%
MOVIE THURSDAY PT 1 - PRO TV 9% POFTITI PE LA NOI: POFTITI IN 13% POFTITI PE LA NOI: POFTITI IN 11%
10% 11% 10% prefer movie days on PRO
9% VACANTA VACANTA Offline
15% 13% TV and sports news.
6% 8% 8% Activities
MOVIE SUNDAY PT 1 - PRO TV 9% 11% 10%
10% FERMA VEDETELOR FERMA VEDETELOR 9% Rural families also enjoy
10%
8% 11% 10% the same local TV shows Shopping
8% 7% 6% and series and they have a Behavior
EXATLON ROMANIA 9% 11% 9%
6% LECTII DE VIATA MOVIE THURSDAY PT 1 - PRO TV 10% stronger preference for
9%
12% 12% 9% watching sports Consumer
6% 6%
9%
9%
9% competitions or shows Values
MOVIE TUESDAY PT 1 - PRO TV 10% VREMEA - STIRILE PRO TV 19 10% MOVIE TUESDAY PT 1 - PRO TV 10% such as Exatlon.
10%
8% 9% 8%
Consumer
6% 8%
MOVIE WEDNESDAY PT 1 - PRO 9% STIRILE PRO TV 19/NEWS PRO 7%
9% 9% Particularities
9% VREMEA - STIRILE PRO TV 19 9%
TV TV 19 9%
8% 9% 9%
8% 7% 8% Case Studies
SPORT - STIRILE PRO TV 19 8% 9% NEWS PRO TV 19 9%
9% MOVIE THURSDAY PT 1 - PRO TV 10% 9%
8% 9% 9%
8% 7% 8%
STIRILE PRO TV 19/NEWS PRO 8% 9%
MOVIE TUESDAY PT 1 - PRO TV 9% SPORT - STIRILE PRO TV 19
TV 19 8% 10% 9%
9% 8% 8%
Urban/ Rural/ National Families with kids Men from Families Women from Families
Population with kids with kids
Info source: Infosys
Movies & Audio-Video Content
Movie genre Audio-video content bought

Video Content
14%
57% 18%
62% Any audio-video content
Comedy 22%
61% 15%
Online
62% Activities
52%
Action Movies 54%
67% Audio Content
45%
39% 5% Families with kids enjoy Editorial

44% 7%
Love Movies Movies watching comedies together. Content
29% 9%
53% 5% Men are most likely to watch
action movies and SF, while Offline
31% 6% women enjoy love movies,
8% Activities
Drama 33% Music-Albums Of Author dramas, and soap operas.
27% 10%
36% 6% Shopping
The men in the family are also Behavior
20% 3% more likely to pay for audio-
21% Cartoons/Movies/ Stories 6%
Soap Operas 7% video content, like movies and
6% For Children Consumer
30% 6% music.
Values
Urban population
21% 3%
19% Music-Compilations 5% Consumer
SF Families with kids 8%
31% Particularities
12% 3%
Men from Families with
20% 2%
18% kids 3% Case Studies
Other Movies Pc Games
19% Women from Families 4%
18% with kids 3%

Websites for Movies
10% Video Content

11% 8% filelist.ro 9%
filelist.ro 10% filelist.ro 8% 13%
3% 13% 4%
10% 4%
10% Online
9% 11% filmeonline.biz 7%
filmeonline.biz 7% filmeonline.biz 8% 8% Activities
8% 8% 6%
5% 7%
6%
6% 7% filmehd.net 5% Audio Content
netflix.com 5% f-hd.net 5% 5%
6% 6% 4%
4% 5%
6%
6% 7%
5% netflix.com 5% Editorial
filmehd.net 5% filmehd.net 6% In urban areas, payed per view
5% 6% 4% Content
4% 5% platforms such as Netflix
6%
6% 7% filmeserialeonline.org 4% started to be consumed in a Offline
filmeserialeonline.org 4% filmeserialeonline.org 5% 5%
4% 5% 4% similar extent with those free Activities
4% 4% of charge by Families with
6%
5% 6% f-hd.net 4% kids. One reason is that they
topfilmeonline.net 4% voxfilmeonline.net 5% 4% Shopping
4% 4% 4% contain child safe content.
4% 5% Behavior
6%
5% 6% topfilmeonline.net 4%
f-hd.net 4% topfilmeonline.net 4% 5% Consumer
4% 5% 4%
3% 4% Values
5%
5% 5% voxfilmeonline.net 4%
voxfilmeonline.net 3% netflix.com 4% 4%
3% 5% 4% Consumer
3% 3%
3% Particularities
3% 4% filmeonline2013.biz 3%
filme-bune.net 2% filmeonline2016.biz 3% 3%
2% 3% 2%
2% 3% Case Studies
4%
3% 3% filme-bune.net 2%
filmeonline2016.biz 2% filmeonline2013.biz 3% 2%
2% 3% 3%
2% 2%
Info source: Gemius

Websites for Video watching
83% Video Content

83% 82% facebook.com
facebook.com facebook.com 81%
81% 81%
Online
79% 82% 80%
youtube.com youtube.com youtube.com Activities
76% 81% 78%
18% 15% 17% Audio Content

stirileprotv.ro stirileprotv.ro stirileprotv.ro
18% 13% 16%
If in 2017 YouTube
15% 14% 14% dominated as no 1 video Editorial
digi24.ro instagram.com digi24.ro
15% 11% 13% content online platform Content
for Families with kids, it
13% 11% 14% changed places with Offline
cancan.ro digi24.ro instagram.com
12% 10% 11% Facebook, even at a very Activities
small difference.
13% 12% 12%
instagram.com a1.ro cancan.ro Shopping
12% 10% 11% Next in line are websites Behavior
of TV stations and
10% 10% 12%
mediafax.ro cancan.ro a1.ro Instagram (as a Consumer
11% 9% 10% consequence of newly Values
launched IG TV).
12% 12% 9%
a1.ro tpu.ro mediafax.ro
10% 8% 9% Consumer
Particularities
10% 9% 10%
romaniatv.net romaniatv.net romaniatv.net
9% 8% 9%
Case Studies
10% 10% 10%
imdb.com cinemagia.ro tpu.ro
8% 7% 8%
Urban/ Rural/ National Families with kids

Population
Info source: Gemius

Online Consumption
Video Content
Device possession Daily online Time Families with kids spend more time online in
comparison to the urban population, accessing internet Online
mainly from mobile phone, PC and tablet. Activities
27% 10%
Desktop <60 Min Based on mainly mobile internet consumption, they
36% 15% tend to have more short term sessions v. general urban Audio Content
population.
10% Editorial
Laptop/Notebook/ 31% 61-120 Min Content
14%
Netbook At least
39% All urban Families with kids
Weekly Offline
8% Activities
121-180 Min Online 68% 88%
26% 11%
Tablet Shopping
44% Behavior
6%
181-240 Min Accessing device Consumer
8% 75% Values
Gaming Console 8% 62%
51% 54%
Possession 20% Consumer
12% 13% 8%
23% 6%
240+ Min Particularities
Pc Tablet Mobile Phone Tv
Families with kids (Desktop/Laptop) Case Studies

PC Usage
Purposes
27%
35% Video Content
Surfing The Internet
38%
33%
20% Online
Electronic Mail (E-Mail) 26% Activities
32%
22%
20%
24% Audio Content
Listen Music
30%
20%
20% Editorial
Watch Movies 22% Content
28%
19%
PC is mainly used to relax & entertain, read E-Mails Offline
16%
Educational Purpose/Self Study 19% and for educational purposes. Activities
19%
19%
Men in the family use the PC for: surfing the internet,
16% Shopping
16% e-mail, listening to music and watching movies.
Play (Games) Behavior
20% Women, on the other hand, use the PC for for
13% educational purposes and for surfing the internet.
11% Consumer
Online Shopping 15% Values
18%
13%
Consumer
8%
11% Urban population Particularities
Job Tasks At Home
14%
9%
Families with kids
9% Case Studies
Other Hobbies (Not Games) 10%
14% Men from Families with kids
8%
8% Women from Families with kids
Other 10%
12%
10%

Mobile Usage
Video Content
Talk time No. of SMS
Online
8% 5% Activities
180+ Min 9% 100+ 4%
8% 5%
9% 4%
Both members of families with kids own a mobile phone, Audio Content
6% 4% most likely a smartphone.
121-180 Min 6% 50-100 4%
6% 3% Editorial
6% 4% They prefer speaking on the phone in comparison to sending
SMS, though women are increasingly using also this form of Content
16% 6% communication.
20% 7% Offline
61-120 Min 31-50
21% 6%
19% 7% Activities
30% 12%
34% 15% 96% have a mobile 55% own a Shopping
31-60 Min 11-30
33% 14% phone smartphone Behavior
34% 15%
27% 35%
98% have a mobile 71% own a Consumer
21% 43% phone smartphone Values
< 30 Min < 10
21% 43%
21% 43% 99% have a mobile 70% own a
Consumer
7% Urban population 32%
phone smartphone
Particularities
Not At All 6% Not At All 22%
7% Families with kids 24% 98% have a mobile 71% own a
6% 21% phone smartphone Case Studies
5% Men from Families with 6%
Dk/Na 5% kids Dk/Na 5%
5% 5%
5% Women from Families 6%
with kids

Mobile Usage
Used features Top 10 weekly activities
51%
Messenger/chat 69% Video Content
53% 65%
Photo Camera 62% 71%
62%
62% 43%
60% Online
I access social networks
35% 57% Activities
Internet 46% 61%
48%
45% 40% The most used features by both
Make pictures/photos 52% Audio Content
32% 48% genders are the photo camera,
40% 55%
Video Camera internet surfing and e-mail.
41% 37%
40% 49% Editorial
I use email Men from this life stage use their
49% Content
23% 48% mobile phone more for surfing the
3G (Video Messages) 28%
33% 31% internet, taking videos, using Offline
25% I access news sites 44% Bluetooth and using GPS.
47% Activities
22% 42%
Bluetooth 27% Women tend to use messenger/chat,
31% 32% Shopping
24% View/listen music/movies 41% take photos, and access social
41% Behavior
41% networks.
21%
Radio 24% 24% Consumer
26% 34%
23% I access other site types Values
37%
32%
20%
Gps 23% 22% Consumer
31% I access sites of newspaper & 32%
19% magazines 35% Particularities
30%
19% Urban population
Other Equipment 23% 23% Case Studies
Play games on the mobile 31%
Connection 27% Families with kids 32%
21% phone
30%
19%
Mp3 Player 20% Use the GPS from the phone 25%
25% Women from Families with kids 32%
17% 20%

Online Websites Visited
Video Content
94% 90% google.ro 93%
google.ro google.ro 92%
94% 88%
facebook.com 83% facebook.com 82% facebook.com 83% Online

81% 81% 81%
Activities
79% 82% youtube.com 80%
youtube.com 76% youtube.com 81% 78%
75% 70% google.com 73% Audio Content

google.com google.com 73%
76% 69%
63% 58% yahoo.com 61%
yahoo.com yahoo.com 63% Editorial
65% 58%
Big international giants Content
42% 37% emag.ro 41%
emag.ro emag.ro 40% continue to dominate
43% 35%
36% families with kids Offline
olx.ro 37% olx.ro 35% olx.ro
36% 35% 36% websites visiting Activities
33% preferences, either in
wikipedia.org 34% wikipedia.org 31% wikipedia.org
30% 27% 29% urban or rural areas.
Shopping
26% 31% betano.com 30% Behavior
adevarul.ro betano.com 25% Next in top visited
25% 27%
29% 23% 25% websites are e-shops and
betano.com adevarul.ro adevarul.ro Consumer
24% 20% 23% educational websites.
Values
22% 20% wordpress.com 21%
wordpress.com wordpress.com 20%
20% 19%
18% 19% 16% Consumer
booking.com unibet.ro booking.com
19% 17% 17% Particularities
18% 13% stirileprotv.ro 17%
stirileprotv.ro myway.com 16%
18% 15%
Case Studies
17% 15% unibet.ro 17%
libertatea.ro microsoft.com 15%
16% 14%
17% 15% microsoft.com 16%
microsoft.com stirileprotv.ro 15%
15% 13%

Population
Info source: Gemius

Social Media Websites - Reach
TECH & WEB

Video Content
83% 82% 83% Online

facebook.com facebook.com
81% facebook.com 81% 81%
Activities
14% 14% 12%
linkedin.com instagram.com linkedin.com
14% 11% 12%
Audio Content
13% 11% 14%
instagram.com pinterest.com instagram.com
12% 10% 11% Their social media Editorial
platforms preferences Content
13% 9% 12%
pinterest.com linkedin.com pinterest.com are in line with general
11% 9% 11%
population preferences,
Offline
10% 12% 9% being present mostly on
twitter.com tpu.ro twitter.com Activities
8% 8% 8% Facebook, followed by
Linked in in urban areas
10% 9% 10% or Pinterest & Instagram Shopping
tpu.ro twitter.com tpu.ro
8% 8% 8% in rural. Behavior
7% 6% 7% Consumer
messenger.com messenger.com messenger.com
6% 5% 6% Values
4% 3% 3%
twoo.com twoo.com twoo.com
4%
2% 3% Consumer
Particularities
3%
4% reddit.com 4%
reddit.com 2% reddit.com
3% 3%
Case Studies
3%
4% vk.com 3%
quora.com 2% quora.com
3% 2%

Population
Info source: Gemius

Gaming devices & frequency
55% Video Content

Play games weekly on any device or online 69%
73%
66%
Online
26% Activities
Play games on PC/Wii/ PS/ mobile phone weekly 31%
33%
30%
Audio Content
23%
31%
Play games on mobile phone weekly
32% Editorial
30% Content
20% Families with kids play more games than the
Play games online weekly 25% urban population, with men playing more than Offline
27% Activities
24% women.
19% Men in this life stage are more likely to download Shopping
Play games on social networks weekly 23% games, and more likely to own a gaming console. Behavior
25%
21%
Women are more likely to play games online on Consumer
15% any device. Values
Download software/ games weekly 19%
22%
18% Consumer
Particularities
16%
Play games on PC
20%
13% Case Studies
Families with kids
8%
Own a games console 12% Men from Families with kids
13%

Top Visited Gaming Websites
Video Content
5% 6% 5% They consider playing games a
loto.ro poki.ro poki.ro
5% 7% 6% family activity as poki.ro is top
Online
accessed.
Activities
5%
4% roblox.com 4% Are also preferring fortune games
poki.ro 5% roblox.com
5% 5% like lottery, betting websites. Audio Content
3%
4% y8.com 5%
roblox.com 4% loto.ro Editorial
4% 4%
Content
4%
friv.com
4% 4% 3% Offline
superbet.ro friv.com
4% 4% Activities
4%
fromdoctopdf.com
4% Shopping
2% 4%
friv.com fromdoctopdf.com Behavior
3% 4%
4%
loto.ro
3% Consumer
3% 2% Values
fromdoctopdf.com y8.com
3% 4% 3%
steampowered.com
3% Consumer
casapariurilor.ro steampowered.com
3% 3% 3%
superbet.ro
2% Case Studies
3% 3%
steampowered.com 2% casapariurilor.ro
3% casapariurilor.ro 3%
2%

Population
Info source: Gemius

Audio Content Offline & Online Consumption
Audio content they listen to weekly….
Women Audio content continues to be mainly an offline

Men from activity for Families with kids. Video Content
At least Families from
All urban Families
Weekly with kids Families
with kids Families with kids listen to the radio mostly at
with kids Online
home or in their cars, especially men. Most of
Online 26% 22% 25% 21% them listen radio between 1-3 hours per day. Activities
Offline 49% 55% 61% 51% Audio

Content
How many hours per day…

Listen to the radio weekly…
27% 4%
Home 28% 8 Hours Or More 3% Editorial
34% 5%
24% 3% Content
19% 5%
In my car 26%
5% Offline
40% 5-8 Hours/Day
18% 5% Activities
4%
14%
19% 8% Shopping
At work 8%
26% 3-5 Hours/Day Behavior
15% 11%
7%
12% Consumer
During leisure activities 14% 18%
18% 19% Values
11% 1-3 Hours/Day
26%
14%
8% Consumer
Public Transportation 9%
8% Less Than 1 Hour/Day 17%
5% 16%
6% Families with kids Case Studies
Shopping/In Malls
7% 51%
5% Men from Families with kids 48%
Not At All
34%
1% 56%
At school/University 1% Women from Families with kids
1%
1%

Audio Content: Offline Radio Preferences
37% 33% Kiss FM 35%

Kiss FM Kiss FM 25% 28%
31%
31% Video Content
ZU 35% ZU 26% ZU 28%
32% 23%
32% 25% Europa FM 29%
Europa FM Europa FM 23%
28% 18% Online
Magic FM 21% Actualitati 20% ProFM 20% Activities
16% 26% 19%
ProFM 20% ProFM 19% Actualitati 19%
21% 16% 25% Audio
Digi FM 20% Digi FM 15% Digi FM 17% Content
16% 11% 13%
Actualitati 17% Ant. Satelor 14% 16%
24% 15% Magic FM 12% Kiss FM, Radio Zu and Europa FM Editorial
Virgin Radio 15% 10%
11% Virgin Radio 6% Virgin Radio 12%
9% continued to be listened by most families Content
Rock FM 8% 9% 9%
with kids, both in urban and rural areas.
7% Magic FM 8% Ant. Satelor 11% Offline
National FM 8% 8%
8% Craiova 7% National FM 7% In rural areas Antena Satelor and Radio Activities
7%
Cultural 6% 7%
Romania Actualitati are more listened,
8% Cultural Cultural 7%
6% 7% while those from urban areas are listening Shopping
Ant. Satelor 6% 7% more Magic FM.
8% Iasi 7% Rock FM 6% Behavior
5%
Craiova 4% 6%
5% National FM 6% 6%
Craiova 6% Consumer
Bucuresti FM 3% 4%
4% Timisoara 5% Iasi 4% Values
2% 5%
Timisoara 4% 4%
Rock FM 3% 3%
2%
Timisoara 4% Consumer
Iasi 4%
4% Resita 2% Bucuresti FM 3% Particularities
2% 5%
Constanta 3% 3%
Bucuresti FM 5% Resita 3%
Resita 2% 2% Case Studies
2% Tg. Mures 3%
3% Constanta 2% Families with kids
Cluj 1% 3%
2% Constanta 2%
3% 2%
1% Tg. Mures 2%
Tg. Mures 2% 1% Urban/ Rural/ National
Cluj 3%
Cluj 1% Population
3%
Info source: MasoR9

Audio Content: Radio Programs & Listening Frequency
Top 10 Favorite radio programs Urban population Men are the ones more
interested in listening to the Video Content
Families with kids
radio, mainly for music and to
48% Men from Families with kids listen to the news.
Online
41%
40%
Women from Families with kids
39%
35%
35%
34%
Women do listen to the radio,

33%
Activities
32%
32%
29%
28%
28%
27%
24%
26%
25%
but prefer to listen to health
27%
24%
24%
23%
22%
22%
21%
21%
23%
20%
20%
19%
19%
20%
18%
18%
18%
17%
programs, horoscope, or
16%
15%
15%
15%
15%
Audio
culinary programs. Content
Editorial
Music Weather News News Morning Health Road News Entertainment Horoscope Listeners Live Culinary
Programmes Programmes Show Recipes Content
Urban Rural National Offline

Activities
55% 48%
6-7 times/ week 6-7 times/ week 52%
60% 53% 6-7 times/ week
57% Shopping
21% Behavior
3-5 times/ week 18%
3-5 times/ week 20%
20% 20% 3-5 times/ week
21% Consumer
10% Values
1-2 times/ week 12% 11%
8% 1-2 times/ week 1-2 times/ week
12% 10% Consumer
6%
6% Particularities
1-3 times/ month 6%
5% 1-3 times/ month 1-3 times/ month
5% 5%
Didn't listen to radio 7% Case Studies
Didn't listen to radio 17% 12%
lately 6% Didn't listen to radio
lately 11% lately 7%

Population
Info source: SNA Focus & MasoR9

Audio Content: Type of Music & Events
Events attended annually

Type of music listened
Video Content
42%
Pop/Disco/Dance 52% 22%
54% Any musical events
50% 26% Online
Activities
38% 28%
Old Music/Songs 38% Non-musical events
36% 30%
39% Audio
Content
22%
Latino Music 28%
26% The most popular type of music is pop, Editorial
30%
Pop/Rock Concerts
15% followed by old music. Families with kids Content
29% 18% attend musical events slightly more than
Other Types Of Music 28%
27% the urban population. Offline
28% 10%
Opera Activities
21% 11% Women from this life stage will listen to
Ambiental Music 24% more latino music or oldies, while men
24% 9% Shopping
24% Modern Dance prefer rock or hip hop. Behavior
11%
17%
Clasical Music 18%
17% Classical Music Concerts
9% Consumer
18% 9% Values
17%
19% 7%
Oriental Music/Manele
19% Ballet Or Classic Dance Consumer
7%
19% Particularities
16% 7%
16% Jazz Concerts
Rock Music 7%
23%
Urban population Case Studies
12%
15%
Rap/Hip Hop 16% Families with kids
23%
12%
Men from Families with
17%
None 14% kids
12%
15% Women from Families with
kids
Editorial Content: Offline & Online Consumption
Editorial content read weekly….

Video Content
At least Families Men from Families Women from
All urban
Weekly with kids with kids Families with kids Online
Activities
Online 23% 31% 35% 28%
Offline 40% 40% 42% 38% Audio
Books 21% 21% 18% 23% They read editorial content more likely Content
offline than online. Men prefer to a higher
extent the online content. Editorial
Read magazines….
Content
28% 28% 29% 31% 23% 20% Daily newspaper reading habit is gone, both
5% 5% 16% 16%
magazines and newspapers are read mostly Offline
on a weekly basis. Activities
Daily Or Almost Weekly 1-3 Times/ Month Less often Never
Daily
Shopping
Read newspapers….
Behavior
28% 27% 27% 30% 25% 23%
8% 7% 13% 13%
Consumer
Values
Daily Consumer
Read books..… Particularities
29% 34% 40% 35%

6% 6% 15% 15% 10% 10% Case Studies

Daily
Urban population Families with kids

Editorial Content: Magazines Online & Offline Titles
Recent Read offline Visited online

Video Content
Urban Urban Rural National
9% 9% Online
7%
5% csid.ro 9% 8%
7% 7% csid.ro 7% csid.ro Activities
Practic In Bucatarie 4% 12% 5% 6%
8% 10%
10% 5% 5%
4%
3% descopera.ro 5% 4% Audio
Libertatea Pentru Femei 4% 6% descopera.ro 3% descopera.ro 6% Magazines with cooking
3% 4%
Retete 2%
4% 3% 3%
recipes and rebus are the Content
5% 3% 4%
4% ones red mostly in printed
6% eva.ro 2% 2% eva.ro 3%
5% 5% eva.ro 1% 2% format. Editorial
Rebus (Flacara) 5% 3% 4%
3% 2% Content
5% 2%
promotor.ro 3% 2%
4% 4% promotor.ro 2% promotor.ro 4% Online they continue to
5% 1% 3% 1%
Click Pofta Buna 3% 3% 1% 3% prefer content related to Offline
6% 3%
historia.ro 3% 2% health, women lifestyle Activities
4% 3% historia.ro 2% historia.ro 3%
2% 2% 2%
(online glossy magazines,
Click Sanatate 4% 2% 1%
3% 1% 2% not red in printed format), Shopping
5% 2%
one.ro 2% 1% one.ro 2% science & history. Behavior
2% 2% viva.ro 1%
2%
3% 2% 2%
Practic Carticica Practica 1% 2%
1% 2%
5% OKmagazine.ro 2%
2% OKmagazine.ro 2% Consumer
one.ro 1% 2%
2% 2% 1% 2% Values
3% 2% 1% 2%
Practic-Idei Pt Casa/Gradina 4% 1%
3% viva.ro 2% 2%
2% 1% viva.ro 2% Consumer
2% OKmagazine.ro 1%
2% 2% 2%
Auto Motor Si Sport 6%
1%
kmkz.ro 2% 1%
1% 2% 1% kmkz.ro 2%
1% kmkz.ro 2% 1%
3% 1%
National Geographic 4% 1% 1%
psychologies.ro 0% psychologies.ro 1%
2% 1% 0%
1% psychologies.ro 0% 1%
2% 1% 1%
Casa Si Gradina 3% 1% 1%
2% Dilemaveche.ro 0% 1% Dilemaveche.ro 0%
3% 1% Dilemaveche.ro 0% 0%
0% 1%
0%
Info source: SNA Focus & Gemius
Editorial Content: Newspapers Online & Offline titles

Video Content
3% 23%
3% 26% 20% 25% Online
Click 1% adevarul.ro 25%
27% adevarul.ro 24% adevarul.ro 23%
26%
1% 22% 17%
13%
20% Activities
17% 15%
2% libertatea.ro 16% libertatea.ro 12% 14%
Gazeta Sporturilor De 2% 17% 15% libertatea.ro 16%
15% 9% 13% Audio
Duminica 4% 10%
13%
cancan.ro 12%
13% cancan.ro 9% 12%
11% Content
10% 12% cancan.ro 13%
2% 7% 9%
Gazeta Sporturilor 2% 10% 8% Especially in urban areas
3% Click.ro 9% 9% Editorial
10%
8% Click.ro 7% Click.ro 8% they are more likely to
8% 9% Content
2% 8% 6%
7% 7% visit newspapers online
zf.ro 9% 9%
Libertatea 2% 11% 6% evenimentulzilei.ro 8% than to read them offline.
2% 5% evenimentulzilei.ro 8% 9%
1% 9% 4% 6% Offline
evenimentulzilei.ro 9% 6%
2% 9%
8%
7% Adevarul.ro, gandul.info, Activities
gandul.info 5% zf.ro 7%
Click Pentru Femei 2% 8% 10% jurnalul.ro and
8% 3% 4%
gandul.info 8% 5%
1%
5%
11% 7% romanialibera.ro attract Shopping
zf.ro 5% gandul.info 7%
2% 5% 7% 10% more visitors from urban Behavior
2% 5% 3% 4%
Libertatea Pentru Femei capital.ro 6% 4% area.
3% 5%
1% capital.ro 3% capital.ro 4%
3% 4% 2%
6% Consumer
2% ziaruldeiasi.ro 3%
3% 2%
2%
Libertatea-Editia De 1% 3% 3% Values
Duminica 1% 2% ziaruldeiasi.ro 2% ziaruldeiasi.ro 3%
3%
1% Clickpentrufemei.ro 2% 2% 2%
1% 2%
2% 3% 2% 2% Consumer
2% 2% 1% Clickpentrufemei.ro 2% Particularities
Tvmania gds.ro 2% Clickpentrufemei.ro 1% 1%
1% 2% 2% 2%
2%
1% 2%
1% 1% gds.ro 2%
2% viata-libera.ro 2% gds.ro 1% 2% Case Studies
1% 2% 1% 1%
Click De Duminica 1% 1%
2% 1% 1%
1% 1% viata-libera.ro 1%
theguardian.com 1% viata-libera.ro 1% 2%
1% 1% 1% 1%
Catavencii 1% 2% 1% 2%
1% cotidianul.ro 1% 1% theguardian.com 1%
1% 2% cotidianul.ro 1% 1%
1%
1% 0%
Editorial Content: Reading Books Behavior
No of books bought in last year

67% 59% 67% 54%
9% 12% 9% 14% 8% 9% 8% 10% 16% 20% 16% 22%

Video Content
More than 5 Books 3-4 Books 1-2 Books None
Online
Urban population Families with kids Men from Families with kids Women from Families with kids
Activities
Audio
Book genre Buying place Families with kids are more likely to buy books Content
than the urban population; women are the main
9% buyers, as they are in charge with children's’ Editorial
Children Books 25% 28% education.
17% Bookshop 34% Content
29% 29%
37%
18% Men do not show a preference for a genre, while
17% Printed Press Distribution 11% Offline
Prose 12% 14% women prefer to read prose.
Stall 11% Activities
20% 16%
14% The most frequent place to buy books will be
14% 8% Shopping
Other Kind Of Books 12% Hypermarket/Supermarket 11% through a bookshop, followed by a printed press
15% 7% distribution stall or will stumble upon a book Behavior
14%
10% 8%
when shopping at a hypermarket/supermarket.
Specialized Books 14%
Mail'Order 10% Consumer
11% 9%
15% 11% Values
6% 9%
Poetry 6% Book Market 10% Consumer
5% 9%
5% 6%
Political/Historical/Social
5% Romanian websites 9%
7%
Themes 5% Case Studies
4% 11%
5% 9%
Science Fiction Second Hand Bookshop 8%
9%
5%7%
3% 8%
56% 54%
None 49% Do Not Buy 47%
54%
58% 42%
44%

Summer Book Buying Behaviour Video Content

33.9% 33.6% 41.2%
24.4%
Online
Activities
Summer Books Buying
Audio
Urban population Families with kids Men from Families with kids Women from Families with kids Content
During summer holiday the % of those buying
books decreases at urban population level.
Editorial
Info Sources Books Books Purchase Location Men tend to unplanned buy books from Content
68% hypermarkets and supermarkets during usual
91% 66% shopping trips, while women are more online Offline
In store 84%
95% 69% buyers.
49% Online order Activities
80% 39%
Search engine 77% 85%
82% Even if they buy mostly from physical stores, Shopping
27%
Social networks 45% 28% men are highly influenced in their titles choice Behavior
52%
42% 57% by online information they found via search
25% Hypermarket
Product websites 40% 68% engines or social networks.
26% 51%
Consumer
47%
16% Values
Friends, relatives 22%
13% 26%
27%
Supermarket 47% Consumer
Newspapers, magazines, 12%
19% 52%
print 13%
22% 44%
Particularities
16%
Blogs 16%
25%
2%
2% Case Studies
9%
14%
Petrol station
TV 13%
15% 4%
5%
Radio 6%
9% 2%
3% Beach stores 2%
Other 1%
2% 4%
Info source: Summer Shopping Behavior study, 2018, by Reveal Marketing Research
Top weekly Out of Home Activities
Time spent outside Weekdays Weekly out of home activities

54%
57%
Video Content
12% Go for a walk 55%
More Than 8 Hours/Day 11% 58%
20%
6% 48%
I meet with my friends 48%
49% Online
12% 47% Activities
5-8 Hours/Day 12% 21%
17% 23%
9% Going shopping 19%
26%
27% Audio
27% 20%
3-5 Hours/Day Practice sports/fitness 21% Content
25% 29%
28% 16%
42% 12% Almost half of families with kids spend a
Make photos 16% Editorial
1-3 Hours/Day 43% 15% maximum of 3 hours a day outside and
33% 17%
49% 12%
Content
14% during the weekend this time is increasing.
I ride the bike 19%
6% 11%
Less Than 1 Hour/Day 6% Offline
4% 12% The favorite family activities are going for
7% Go the cafes 11% Activities
15% walks or meeting friends. Women prefer to
8%
Urban population go shopping, take photos, or go to a beauty
10%
Families with kids Visit free markets/exhibitions 11% Shopping
13% salon. Men, on the other hand, prefer
Men from Families with kids 9%
Behavior
Women from Families with kids 11% practicing sports, riding bikes, going to a
Go on trips 12% café or a bar/pub.
12%
12%
Consumer
Time spent outside Weekends 6%
Go to manicure/cosmetics 7% Values
4%
9% 8%
15% Go to hairdresser/barber 7% Consumer
5% 7%
8%
15% Particularities
16% 9%
5-8 Hours/Day 20% Bars pubs 6%
13% 12%
2%
31% 5%
6%
Case Studies
3-5 Hours/Day 34% Going to the cinema 7%
32% 5%
35%
5%
35% Community/church activities 4%
1-3 Hours/Day 33% 4%
26% 4%
38% 4%
I attend NGO meetings 4%
6% 4%
Less Than 1 Hour/Day 6% 4%
4% 2%
6% Go to clubs 1%
2%
1%

Summer Specific Activities
Summer Outings Frequency Concert/ Festival ticket purchasing

25% 20% 22% 18% Video Content
30%
Several times/week 30% Bilete la concerte/ festivaluri de muzica Online
36%
25% Activities
Urban population
26% Families with kids
Once/week 24% Men from Families with kids Audio
24%
23% Women from Families with kids Content
23% During summer Families with kids are
2-3 times/month 27% Info Sources Festivals/ Concerts Editorial
27% rather going out on a weekly basis, in
26% Content
39% line with general urban population
8% In store 76% behavior.
74%
Once/month 6% 79% Offline
2%
9% 59%
59% Despite being on an ascending trend in Activities
Search engine 30%
7% 92% terms of participation to musical
Once every few months 9% 34% events, they most probably prefer free Shopping
7% Product websites 51%
11% 30%
75% of charge ones, as less of them are Behavior
4% 32% purchasing tickets vs. general urban
Social networks 49%
Once every 6 months/less 4% 30% population. Consumer
4% 71%
4% 24%
Values
1% 15%
50%
Never 0% Consumer
0% 21%
0% TV 29%
30%
Particularities
29%
2% 16%
1% Radio 27%
Dk/Na
0% 30% Case Studies
25%
1%
15%
Blogs 27%
15%
42%
12%
Newspapers, magazines, print 20%
30%
8%
4%
Other 6%
13%
Out of Home Activities: Sports
Sports in L12M Activities in L12M
81% 83%
None 76%
80% Overall, the general interest in Video Content
60% None
86% 74% practicing sports or activities is
83% very low.
8% Online
Football 9% 7% Activities
20% Aerobic/Fitness (In Special Equiped 9% Men are the only ones practicing
2% Halls) 8%
10%
sports to a higher extent, being
4% more interested vs. general Audio
Other Sport 5% Content
9% 7% urban population in football,
3% Snooker 7% cycling, fishing or chess.
11%
4% 4% For women, the most practiced Editorial
Cycling 5% activity is aerobic or fitness. Content
9% 6%
2% 7%
Other Activity Offline
9%
3% 6%
4% Activities
Fishing Or Sport Hunting
8%
1% 5%
7% Payed to attend Shopping
86%
Jogging
82%
3% 8% Behavior
79%
4% 6%
69%
Chess
7%
2% 3% Consumer
4%
3% Camping (Tent Trip)
6% Values
Lawn Tennis 4%
3%
15%
6%
2% Consumer
7%
7%
4%
2%
2%
2%
2%
2%
3%
3%
3%
1%
2%
1%
2%
3%
Roller Skating/Skateboard
Athletics 3% 4%
5% 3%
2% Case Studies
2%
3% Extreme Sports (Bungee 2%
Basketball 3%
6% Jumping/Rafting/Etc) 3%
2% 2%
3% 2%
Voleyball 3% 2% Urban population Families with kids
5% Golf
3%
2% 1% Men from Families with kids Women from Families with kids

Top Weekly Home Activities
Activities practiced weekly
88% Video Content

89%
Watching TV
90%
89% Online
52% Activities
64%
Use the computer Audio
67%
63% Content
49%
At home, families with kids prefer to watch Editorial
55% Content
Listening Radio TV, relax and use the computer.
61%
51%
Men will listen to the radio, read Offline
47% newspapers, and meet with friends, while Activities
53% women enjoy walking, cooking and
Cook from Pleasure/Passion
33% receiving guests. Shopping
65% Behavior
47%
Consumer
51%
Visit persons & Receive Visits Values
51%
52%
Consumer
48%
I meet with my friends Families with kids
49%
47% Case Studies
Men from Families with kids
35%
34%
Reading Newspapers
38%
31%

Shopping Behavior
Totally agree and agree with… Most important deciding criteria
Video Content
77% 77%
I Enjoy Shopping Places to Find 79% 79%
Product's characteristics
Many Different Products 79% 79% Online
80% 79%
72% 64% Activities
I Tend Not To Change The Brand 74% Women are clearly main family
73% Price 62%
75% 61% shopper, they enjoy finding many Audio
72% 62% different products, paying more for a Content
When I Buy Something I First Check 74% 49% service to ease their lives and looking
Price 74% 50% at special offers. Editorial
74% Brand
51%
66% 49% Content
Pay More For Service to Make My 70% Men prefer to gather advice and look
69% 36%
Life Easier for information on products. Offline
70% 39%
Previous experience Both men and women first check the Activities
42%
67% 38% price when purchasing products.
When Visit Stores I Like to Get 69%
Some Advice 71% Shopping
68% 26%
64% Special offers 27% Behavior
Quite Often I Buy Products On 29%
66% 26%
Specific Offers 64% Main shopper Consumer
67% 15%
14% 90% Values
61% Expert recommendations 75% 78%
Look Info About Products Intend To 66% 17% 57%
Buy 66% 12% Consumer
65%
15% Particularities
62%
I Make A List Of The Items To 64% Friends' recommendations 13% Yes
Purchase 63% 13%
65% 14% Urban population Case Studies
60% 5% Families with kids
I Purch From Supermarket Than 64%
Small Shops 62% Commercial information 4% Men from Families with kids
65% 4%
59%
I Enjoy Shopping Of Any Kind 64%
57%
68%

Shopping Behavior By Customer
97%96%97%96% Shop… Urban population

Families with kids
43%46%42% 42%44%40% Video Content
33% 32%
15% 18%22%15% Men from Families with kids
Shop offline Shop online Shop online in Shop online abroad Online
Romania Activities
Offline they shop weekly from… They shop online more than the urban Audio
63% 65%
population does, men preferring Content
50% 50% 44% 50% more abroad e-shops.
26% 29%
7% 7% 6% 6% 6% 4% Editorial
On a weekly basis, the most
Content
frequented stores are small
Small Market Supermarkets Hypermarkets Cash& carry DIY Other stores
neighbourhood
neighborhood stores, markets, or
Offline
stores
supermarkets (the most popular are
Lidl, Profi or Penny). Activities
Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/
70%
appliances stores in L3M Men and women show very little Shopping
Kaufland 72% 64% difference in their preference for Behavior
70% Lidl 67% 32%
73% 65% consumable goods, but men do have
48% 68% 36% a higher preference for durable Consumer
Altex
Carrefour 52% 40% Values
53% 50% goods.
51% Profi 49% 34%
47%
38% 50% Consumer
Auchan 43% 23%
43% 40% 27%
Penny Market 42% Flanco
17% 29%
39%
Cora 16% Case Studies
17%
16% 24% 25%
Billa 22%
12% 21% 13%
Selgros 13% 23%
15%
11% 21%
17%
Media Galaxy
11% Mega Image 22% 20%
11% 26%
Metro 12% 20% 14%
10%

E-commerce – Choosing an Online Retailer
Most important criteria Type of payment

Video Content
14% 25%
Price 20%
20% Payment On Delivery (Cash Or Card) 36% Online
20% 39% Activities
14% 34%
None 17%
14% Audio
19% 7%
11% When purchasing online, the most Content
8% Payment On Website - Card
10% 15% important criteria are price and terms
Terms of Delivery: Timing/Costs 11% 9% of delivery.
10% Editorial
7% 5% Content
8% Online Banking-Transfer In Supplier'S Women show to have less
Dk/Na 8% 7%
7% Account 10% preferences, while men consider their
Offline
5% personal experience.
5% Activities
Special Offers 7%
7% 5% The most popular type of payment is
6%
Other Type of Payment 7% payment on delivery, followed by Shopping
4% 9% Behavior
Website Reputation 6% payment on website with a card. Men
7% 5%
6% are more open-minded towards
4% different payment types. Consumer
4%
Personal Experience 5% Payment On Website - Virtual Bank 6% Values
7% Account 8%
4%
4% Consumer
Detailed Information About the 3%
4% Particularities
Products/Service 3% 4%
4% On Bank'S Counter-Transfer In 6%
2% Supplier'S Acc 8%
Comments Posted by Clients 3% 5% Case Studies
2%
4%
2% Urban population Families with kids
Wide Range of Products/Brands 3%
3%
3% Men from Families with kids Women from Families with kids

E-commerce - Type of Bought Products
Purchased products from Romanian online

Purchased products from foreign websites
retailers
3%
7% Clothing (Including Lingeries) 5% Video Content
Clothing (Including Lingeries) 10% 5%
10% 5%
11%
3% Online
6% Footwear 4%
Books 9% 3% Activities
7% 4%
11%
3%
5% Audio-Video Content 4% Audio
Footwear 8% 5%
8% 3% Content
9%
2% Most bought products from
5% 3%
Selfcare Products 8% Selfcare Products 3% Romanian websites are Editorial
8% 3% Content
9% clothing, books, footwear and
1% self-care products.
5% 2%
6% Books 1% Offline
It&C Products (Pc/Laptop/Printer) 9% 2%
4% From foreign websites they Activities
4% 1% typically purchase clothing,
6% It&C Products (Pc/Laptop/Printer) 2%
Small Appliances (Iron/Friteuse) 7% 3% footwear, and audio/video Shopping
5% 1%
content. Behavior
3% 1%
5% Electronics (Tv/Radio Set/Etc) 2%
Large Appliances (Refrigerator/Cooker) 7% 2%
5% 1% Consumer
1% Values
4% 2%
Audio-Video Content 5% Small Appliances (Iron/Friteuse)
6% 1%
4% 2% Consumer
4% Large Appliances (Refridgerator/Cooker) 2%
Electronics (Tv/Radio Set/Etc) 6% 2%
3% 2%
1%
Case Studies
2%
Household Cleaners 2% Food or Sweet 1%
2% 1%
3% 1%
Urban population
Families with kids

Influenced Behavior Per Type of Products
Cosmetics & personal care products Telecom & Mobile services Banking Services
Video Content
48% 41% 43%
Learn more about the brand Learn more about the brand Learn more about the brand
37% 36% 38%
Online
Understand the benefits of a 38% Understand the benefits of a 35% Understand the benefits of a 35% Activities
product/service 30% product/service 32% product/service 32%
38% 27% 24%
Audio
Consider a new brand as opposed to the Consider a new brand as opposed to Content
Try the brand's product/services old one
30% 20% the old one 22%
Editorial
Consider a new brand as opposed to 35% 25% 22%
Try the brand's product/services Try the brand's product/services Content
the old one 29% 21% 20%
Offline
30% 23% 20%
Buy the brand Talk about the brand Talk about the brand Activities
29% 23% 20%
28% 22% 18%

Shopping
Remember the brand Remember the brand Remember the brand Behavior
23% 20% 15%
21% 15% 14%

Consumer
Ensure me that the brand is trustworthy Ensure me that the brand is
Love the brand Values
23% 12% trustworthy 10%

Talk about the brand Buy the brand Buy the brand Particularities
17% 14% 9%
Ensure me that the brand is 19% 14% 8%

Love the brand Recommend the brand Case Studies
trustworthy 15% 15% 8%
13% 9% 7%
Recommend the brand Recommend the brand Love the brand
13% 11% 7%
Urban population
8% 14% 19%
No effect No effect No effect
Families with kids 11%
9% 19%
Taking into consideration the influencers that you currently follow, what effects do you think would have upon your perspective, regarding a certain brand or product category?
Info source: Influence Me 2018, by Starcom Media Romania
Retail Services Food & Beverages Automobile
43% 40% 42% Video Content

38% 68% 37%
Online
Understand the benefits of a 35% 37% Understand the benefits of a 30%
Try the brand's product/services Activities
product/service 25% 69% product/service 29%
24% 35% 25% Audio
Consider a new brand as opposed to Consider a new brand as opposed to
Buy the brand Content
the old one 31% 69% the old one 25%
22% Consider a new brand as opposed to 31% 24% Editorial

Try the brand's product/services Talk about the brand Content
31% the old one 59% 23%
20% Understand the benefits of a 28% 24% Offline

Talk about the brand Try the brand's product/services Activities
21% product/service 49% 21%
18% 23% 22% Shopping

Remember the brand Remember the brand Buy the brand Behavior
24% 48% 21%
Ensure me that the brand is 14% 23% 21% Consumer

Talk about the brand Remember the brand
trustworthy 14% 50% 23% Values
10% Ensure me that the brand is 18% 18% Consumer

Buy the brand Love the brand
23% trustworthy 28% 19% Particularities
8% 17% Ensure me that the brand is 16%

Recommend the brand Love the brand Case Studies
9% 36% trustworthy 14%
7% 15% 10%
Love the brand Recommend the brand Recommend the brand
17% 23% 9%
Urban population
19% 9% 17%
No effect Families with kids No effect No effect
9% 16% 12%
E-commerce: Black Friday - Conversion index (Bought versus Intended)
Top 15
75%
Clothes, shoes and accessories 75%
58%
89%
61% Video Content
Books 70%
62%
78% 141%
66% Online
Skin care products 69%
65% Activities
50%
Toys and kids products 64%
56% Audio
70%
60%
63%
Content
TV, electronics 64% They continue to be Black Friday decided shoppers,
62%
50% with better conversion indexes versus general urban Editorial
HH appliances 55% online shoppers for most categories. The only
51%
59% Content
category with considerable lower conversion is skin
53%
Mobile phones, tablets and accessories 53% care products: most probably these consumers pay
46% Offline
64% more attention to the used brands and the purchase
44% intention is not triggered by price reduction. Activities
Interior decorations 41%
29%
50%
38% Book, toys, house hold appliances and furniture are Shopping
Personal care devices (electrical shaving device, etc) 40% Behavior
46% bought to a higher extent during Black Friday by
35%
41% families with kids and especially by women. Men are
Personal care products 28%
40% more involved in technical products like personal care Consumer
49% devices or IT&C. Values
24%
Furniture and mattresses 35%
32%
38% Consumer
29%
DIY products 29% Particularities
32%
25%
27%
Power tools and equipment 27% Case Studies
22%
25%
Watches 25% Families with kids
21%
29%
Computers, laptops and PC accessories 24%
4%
20%
CD/DVDs 22%
32%
7%
E-commerce : Black Friday Information Sources
Top information sources used for Black Friday 2016

79%
Retailers’ websites
84% Video Content
82%
30%
Websites with all retailers and their
offers 46% Online
50% Activities
35%
Online search engines
49% Audio
43%
Content
38%
Retailers’ newsletters
43% Retailers’ websites is the no 1 online information
39% source that Families with kids use to find out about Editorial
21% Black Friday offers. Content
Websites that compare prices and offers
32% Offline
31% While men from this life stage inform more by
22% directly using search engines or visiting Activities
Posts on Facebook
18%
comparison websites, women are reacting more to
43% posts on Facebook and TV ads. Shopping
18% Behavior
TV ads
15%
31% Consumer
10% Values
Friends, family, colleagues
10%
33% Consumer
Directly in store
14%
9% Case Studies
Blog articles 17%
20%
Online ads
14%
24%
E-commerce: Black Friday Purchase Drivers
Reasons they bought during Black Friday Reasons they bought presents during Black
Friday
69%
65%
Video Content
Products that I don’t momentarily own in my HH but I 84%
would need 82% For the winter celebrations 76%
85% 67%
82% Online
28% Activities
55% 41%
Products that broke down and need replacement Birthdays, anniversaries in the 64%
54%
55% family 59%
67% Audio
25% Content
33% 22%
Products that I will give as presents* To give a product they really 17% Main drivers to buy during Black Friday are
24%
43% wanted to a loved one 19%
to complete the necessary products in the Editorial
16% Content
22% household and to replace those that broke
17% 20% down.
Products I like, with no special reason Birthdays, anniversaries of 31%
16%
22%
Offline
18% friends
36% Women are more interested to find Activities
11% presents for winter celebrations or close
Premium/ luxury items that will have an affordable 14% 8%
11%
For various events (weddings, 18% ones anniversaries during Black Friday. Shopping
price
17% baptising, etc.) 11% They also have a higher tendency vs. men Behavior
22%
10% to buy luxury products or expensive
17% 6% products they didn’t afford otherwise. Consumer
Products I didn’t afford otherwise As presents for different 13%
12% Values
22% occassions (doctors, etc.) 11%
13%
4%
4%
Consumer
I am upgrading the products I am currently using 5%
7% For no special reason 4% Particularities
3% 11%
5% Case Studies
7% 4%
Products I already tested in the store 6%
8% Other events
7% 4%
7%
Urban population Families with kids Men from Families with kids Women from Families with kids
Summer Shopping Behavior: Purchased Products & Shopping Places
Summer Shopping List – Purchase Intention
84%
Clothing 88%
87% Seasonal products fill most of the shopping cart. Women buy more ice cream,
89%
83% sunscreen, bathing suits, cosmetics, sunglasses. Men purchase more shoe ware, beer, Video Content
Ice cream 86% frizzy drinks.
80%
91%
74% Most purchases are made in hypermarkets & supermarkets, but many items are also Online
Sunscreen 82%
ordered online. Activities
72%
90%
77%
79% Audio
Shoeware 84%
74% Content
67%
Beer 73% Editorial
64%
61%
Content
Fizzy drinks 70% Cafes/
76% Petrol Neighborhood Beach Concerts/
65% Order online Supermarket Hypermarket
Station
Pharmacy
store stores festivals
Restaurant Other Offline
45%
s Activities
Bathing suits 53% Clothing 88% 50% 84% 0.0% 0.0% 8% 27% 0.0% 0.0% 3%
31%
71% Shoes 83% 46% 73% 0.0% 2% 9% 14% 0.0% 0.0% 3%
5… Shopping
48% Bathing suits 67% 41% 65% 0.0% 0.0% 12% 40% 0.0% 0.0% 3% Behavior
Cosmetics 33%
60% Sun glasses 64% 41% 63% 4% 1% 17% 51% 1% 0.0% 3%
44% Sunscreen 30% 49% 58% 3% 68% 2% 25% 0.0% 0.0% 5% Consumer
Yoghurt 48%
44% Cosmetics 70% 56% 81% 1% 52% 3% 11% 0.0% 0.0% 3% Values
50%
Fizzy drinks 8% 87% 86% 25% 0.0% 37% 40% 12% 42% 1%
42%
Sunglasses 39% Beer 5% 87% 81% 18% 0.0% 53% 42% 12% 51% 2% Consumer
29%
48% Ice cream 4% 91% 86% 20% 0.0% 63% 44% 8% 40% 1% Particularities
34% Yoghurt 2% 89% 83% 2% 0.0% 36% 14% 0.0% 0.0% 2%
Books 34%
24% Mousse 5% 79% 86% 9% 0.0% 38% 9% 0.0% 0.0% 2%
41% Case Studies
dessert
32%
Sportswear 34% Sportswear 70% 69% 83% 2% 0.0% 13% 16% 0.0% 0.0% 5%
33%
34% Books 69% 47% 57% 2% 0.0% 0.0% 2% 0.0% 0.0% 16%
20% Concert/festiv 59% 16% 22% 0.0% 0.0% 0.0% 0.0% 67% 0.0% 22%
Mousse dessert 22%
18% al tickets
25%
25%
Concert/festival tickers 20%
22%
18%
HUMAN DESIRES
Video Content
For more
Online
Activities
Control
Something
to happen
Connect & Audio
Content
& &
love Editorial
Content
Offline
Activities
Shopping
Behavior
WHAT MATTERS MOST IS LOVE, TO ACHIEVE AND TO CONNECT
Consumer
The main thing that defines and shapes their lives are their loved They have a strong need to connect in order to develop stronger
ones. It is important for them to spend most of their time with bonds, not just for personal and emotional reasons, but also for
Values
other family members, to feel connected. practical reasons that involve gaining access to information in
order to widen their horizons. Consumer
They also feel a strong need to achieve more, to ensure a certain Particularities
level of comfort for their dear ones, to improve the quality of
time spent together. Case Studies
Info source: Starcom Media Romania Consumer Values

HUMAN DESIRES
Level of Happiness Main reason for being happy
5% 46%
5% Loved ones 60%
Very unhappy 57% Video Content
3% 63%
7% 10%
Work 10%
13%
3% 5% Online
9% Activities
2% Health 7%
Unhappy 7%
2% 8%
2% 4% Audio
Fulfillment 4%
5% Content
32% 2%
6%
28% 3%
So and so
30%
Love 2% Editorial
6% Content
25% 3%
Free time 3%
44% 3%
Urban population 3% Offline
3%
Happy
46%
3% Activities
48% Hobbies 3%
43% Shopping
5%
Spirituality 2%
16% Men from Families 3% Behavior
1%
19% with kids 2%
Very happy 2% They have high levels of happiness, the main reason Consumer
17% Weather 3%
Women from 1%
23% being their loved ones. Values
Dk/Na 2%
2% Men level of happiness is also increased by professional Consumer
2%
3% fulfillments, while women happiness is mainly driven by Particularities
Travelling 2% love
4%
2% Case Studies
Music 2%
2%
1%
3%
Peace and relaxation 1%
1%
3%
1%
Spontaneous moments 1%
0%
1%
Info source: Romanians Happiness study, 2018, by Reveal Marketing Research

Consumer Particularities: Sweets are triggering family memories
Video Content
Home made sweets are associated with family
togetherness, Romanian respecting the tradition of
having something sweet on the table for holidays, Online
Chocolate and Ice Cream are a person best friends! Activities
therefore enhancing the association with happiness and
feeling good.
Audio
1 out of 4 respondents state that they remember the 1st Content
The main word
time when they ate sweets and even if they don’t
that comes to remember exactly the type of consumed product, they Editorial
consumers
head when they still can remember the persons with whom they shared Content
think of sweets.
the moment.
Offline
Happiness is the term that best describes sweets, Activities
92 % 81 % 72 % 69 % 47 % 43 % followed by other positive feelings like enthusiasm,
energy, reward, joy, gratefulness.
Shopping
Most consumed types of sweets Second place in Third category of Chocolate taste is the most associated with childhood,
consumers preference sweets consumed Behavior
next in line being candies, home made cookies or ice
cream.
Moms are the ones cooking something sweet for the
Consumer
family, but nowadays due to lack of time or low cooking Values
skills, often when their dear ones want something sweet
they simply buy it. Consumer
Particularities
Sweets are seen also as gifts when they visit other
families with kids (77%) and also for their own children Case Studies
(60%).
Info source: Sweets Consumption Behavior Study, July’2018, by Starcom Media Romania
Case Study: Kinder Kids Day Caravan
Video Content
Parents try to weight down their kid sweets consumption, 44%
(idx 164) considering that kids should not eat to much sugar. Online
However, 38% (idx.203) consider that for certain food Activities
products they buy the brands preferred by their kid and 34 (idx
170) consider hard to refuse their kid. Audio
Content
Therefore they try to establish an occasional usage and in order
to be among most preferred brands, Kinder needs to be present
in most important occasions. Editorial
Content
Parents main online interests span from educational to health
and lifestyle, one of their major concerns being to find children Offline
going out places & activities. For Kids Day, Kinder could come Activities
with just a promotional offer, but it choose to enhance the
playfulness rooted in brand DNA and offer a parent & kid Shopping
experience through a playground caravan. Behavior
The caravan was promoted on digital channels where parents Consumer

search after going out ideas: parenting websites & blogs, Values
lifestyle & entertainment websites, as well as social networks.
Consumer
Particularities
Case Studies
All Single Men Women Single

At least Weekly Video Content
urban Youth Single Youth Youth
Watch TV Online
88% 81% 80% 82%
offline Activities
Watch TV online 42% 74% 75% 72% Audio Content
Single Youth watch online TV more than urban Editorial

Device possession Type population, almost equal with offline TV. Content
28% 9 out of 10 persons from this segment own one TV, Offline
97% Tube
First Tv Set 23% and only half of them own the second one. Activities
94%
23%
Plasma Among Single Youth segment the smart TV Shopping
25%
penetration is higher than general urban Behavior
59%
Second Tv Set 23% population.
LCD
54% 23% Consumer
15% Values
LED
14% 18%
Independent Dvd Consumer
13% Particularities
6% 53% Case Studies

Home Cinema Regular
49%
8%
22%
SmartTV
5% 26%
Blu-Ray Player
7% Urban population
Single Youth

13% 11% 13%

ROMANII AU TALENT 8% 9% 8%
Video Content
8% EXATLON ROMANIA 8% ROMANII AU TALENT 8%
7% 10% 8%
9% 14% 11% Online
LAS FIERBINTI 6% 9% 6%
7% ROMANII AU TALENT LAS FIERBINTI 6% Activities
5% 7%
12% 4%
7% 9% 8% Romanians Got Tallent is in
FERMA VEDETELOR 5% STEAUA SUFLETULUI/COBAN 7% 4%
6% NEWS PRO TV 19:00 4% Single Youth’s top TV shows
Audio Content
YILDIZI 6%
4% 10% 4%
preference (on a national
8% 12% 9%
5% 6% 6% level). Editorial
WEATHER - PRO TV NEWS 19:00 6% LAS FIERBINTI EXATLON ROMANIA
7% 5% While those from urban
4% 4% 7% Content
areas also like watching Las
8% 5% 8%
5% MIREASA DIN 5% Fierbinti, in rural areas they
SPORT - PRO TV NEWS 19:00 6%
6% SPORT - PRO TV NEWS 19:00 5%
Offline
ISTANBUL/ISTANBULLU GELIN 6% prefer Exatlon.
4% 7% 4% Activities
6% 7% 8%
MA INSOARA MAMA! 5% 6% WEATHER - PRO TV NEWS 19:00 5% Single Youth from urban
4% ROATA NOROCULUI 5% 5% areas enjoy entertaining Shopping
5% 8% 4% Behavior
content and news. Those
7% 7% 7%
CHEFI LA CUTITE 5% 6% CHEFI LA CUTITE 4% from rural areas also prefer
4% EXATLON ROMANIA - REZUMAT 5% 3% Consumer
6% 7% 5% entertaining TV shows, as
well as soap operas. Values
4% 6% 8%
PE BUNE?! 5% DRAGOSTE SI URA/ASK VE MAVI 6% FERMA VEDETELOR 5%
5% 5% 5% Consumer
4% 8% 5%
6%
Particularities
5% POFTITI PE LA NOI: POFTITI IN 8%
PRO TV/MOVIE SUNDAY 4% 5% 4%
6% MERYEM/MERYEM 3% VACANTA 5%
3% 9% 2%
Case Studies
8% 7% STEAUA SUFLETULUI/COBAN 8%
NEWS PRO TV 19:00 4% GUESS MY AGE - GHICESTE 5% 4%
5% VARSTA 6% YILDIZI 3%
4% 3% 5%


14% Video Content
57%
Any audio-video content 15%
Comedy 64% 15%
61% 15%
70% Online
Activities
52%
Action Movies 58%
63% Audio Content
50%
39% 5%
5% Single youth enjoy watching comedies and
36% Movies Editorial
Love Movies 5% action movies.
24% Content
56% 5%
6% Men are most likely to watch action movies
31%
and SF, while women enjoy in greater extent Offline
31% Music-Albums Of Author 6% Activities
Drama 6% comedies, love movies, dramas and soap
28%
38% 6% operas.
3% Shopping
20%
Single Youth is not a segment to pay for the Behavior
13% Cartoons/Movies/ Stories 2%
Soap Operas For Children 2% audio-video content, only 15% would pay for
8%
20% 2% it (in line with general urban population’s Consumer
Urban population behavior). Values
3%
21%
31% Single Youth Music-Compilations 3%
SF
36% 3% Consumer
24% Men Single Youth 2% Particularities
20% 2%
Women Single Youth
19% Pc Games 2% Case Studies
Other Movies
21% 2%
16% 2%

Websites for Movies
Video Content
10%
11% 11% 15%
18% 16% filelist.ro 9%
filelist.ro filmeonline.biz
11% 16% 22%
23% 15% Online
10% Activities
9% 8% filmeonline.biz 13%
9% filelist.ro 13% 14%
filmeonline.biz 6% 12%
12% 20%
11% 6% Audio Content
7% 10%
6% 11% filmeserialeonline.org 12%
filmeserialeonline.org 12%
netflix.com 6% 9%
6% 9%
10% 6% Filelist.ro and Filmeonline.biz Editorial
7% 9%
f-hd.net 10% filmehd.net 9% are the main websites for movie Content
5% 10%
6% 10% 8% watching for the Single Youth target
f-hd.net
8% 6% in both urban and rural areas. In Offline
6% 7% 8%
9% f-hd.net terms of pay per view platforms
filmehd.net 10% 9% Activities
6% 8% 7% (such as Netflix), women tend to
filmeserialeonline.org 5%
12% 6% 6% access them more than men (in both Shopping
8% voxfilmeonline.net 8% netflix.com 7%
8% 6% urban and rural areas). Behavior
5% 8% 9%
voxfilmeonline.net 5% 5% 5%
7% 7% 7% Consumer
5% netflix.com voxfilmeonline.net 7%
6%
8% 6% Values
6%
filmehd.net 5% 4% 3%
9% filme-bune.net 5% filmeonline2016.biz 5% Consumer
8% 6% 6%
5% 4% Urban/ Rural/ National Particularities
3% 4% 4% Population
filme-bune.net 4% filmeonline2016.biz 5% 5%
5% 5% filme-bune.net 5% Single Youth Case Studies
4% 5% 4%
3% 3% 3%
3% filmeonline2013.biz 4% 4% Men from Single Youth
filmeonline2016.biz 4% filmeonline2013.biz 4%
6% 5%
4% 4%
Women from Single
Youth
Info source: Gemius

Video Content
83% 82% 83%
facebook.com youtube.com facebook.com
83% 85% 84%
Online
youtube.com facebook.com youtube.com
80% 83% 84%

filelist.ro filmeonline.biz stirileprotv.ro
18% 16% 16%
18% 14% 14% Editorial

stirileprotv.ro instagram.com instagram.com Facebook and YouTube are Content
18% 15% 15% dominant players in terms of
15% 10% video watching platforms. Offline
10% filelist.ro
digi24.ro cinemagia.ro
15% Activities
12% 15% Websites of TV stations are 2nd
15% 10% in line, being also regularly
13% Shopping
instagram.com stirileprotv.ro cinemagia.ro accessed by Single Youths for
10% 15% 14% Behavior
video watching.
12% 10% Consumer
10% imdb.com
cinemagia.ro tpu.ro
10% 14% 13% Values
10% 9% 14% Consumer

imdb.com imdb.com digi24.ro
13%
8% 10%
cancan.ro filelist.ro tpu.ro
12% 11% 12%

a1.ro digi24.ro a1.ro
9% 10% 10%
Urban/ Rural/ National Population Single Youth
Info source: Gemius

Online Consumption
Video Content
Device possession Daily online Time Single Youth is a highly digitalized segment, more than
90% access the Internet at least weekly, in comparison Online
with urban population (68%) and more from mobile Activities
27% 10% phones than from PC.
Desktop <60 Min
6% They tend to have more long term sessions vs. general Audio Content
32%
urban population: this segment spends more than 240
minutes per day surfing the Internet. Editorial
10%
31% 61-120 Min Content
Laptop/Notebook/Net 8%
book
47% At least Weekly All urban Single Youth Offline
8% Activities
121-180 Min Online
11% 68% 95%
26% Shopping
Tablet Behavior
28% 6% Accessing device Consumer
181-240 Min
8% 77% 85% Values
8% 51% 54%
Gaming Console Consumer
23%
Possession
11% 13% 16% 6% 9% Particularities
240+ Min
51%
Pc Tablet Mobile Phone Tv
Case Studies
(Desktop/Laptop)
Urban population Single Youth

PC Usage
Purposes
27%
Surfing The Internet 40%
41%
38% Video Content
20%
Listen Music 39%
40% Online
38% Activities
20%
Watch Movies 41%
42%
40% Audio Content
20%
Electronic Mail (E-Mail) 33%
35% As a highly digitalized segment they use the PC for surfing Editorial
29% the Internet, to relax (listen music & watch movies) and Content
16% work (e-mail).
Educational Purpose/Self Study 26%
25% Offline
27% Single Youth men use the PC to a greater extent for playing Activities
16% (games) or cultivate other hobbies.
Play (Games) 29%
37% Shopping
15% Women, on the other hand, use the PC for educational
Behavior
purposes and online shopping.
11%
Online Shopping 20% Consumer
19%
20% Values
9%
Other Hobbies (Not Games) 18% Consumer
21%
15% Particularities
8%
Urban population
Job Tasks At Home 14%
14%
Single Youth Case Studies
13%
8% Men Single Youth
Other 11%
12% Women Single Youth
11%

Mobile Usage

Video Content
5% Online
8%
100+ 12%
180+ Min 12% 11% Activities
12% 13%
12% Almost all men or women from this segment own a mobile
4% phone. As they are all day online on their mobile, 8 out of 10 Audio Content
6%
50-100 9% persons own a smartphone.
121-180 Min 8% 10%
8% 9%
6% This segment likes to spend a lot of time on their mobile Editorial
6% phone, speaking or sending SMS, they need to constantly Content
16% 12%
20% 31-50 communicate with others.
61-120 Min 13%
19% 11% Offline
20%
12%
Activities
30%
11-30 18%
31-60 Min 31% 16% 55% own a Shopping
28% 96% have a mobile
20% Behavior
36% phone smartphone
35%
27% 32% 80% own a
< 10 99% have a mobile Consumer
< 30 Min 20% 32%
21% phone smartphone Values
33%
17%
32% 99% have a mobile 79% own a
7% Consumer
Not At All 13% phone smartphone
Not At All 6% 14% Particularities
7% 10%
4% 99% have a mobile 84% own a
6% phone smartphone Case Studies
5% 4%
4% Dk/Na
Dk/Na 5%
4% 4%
4%
Men Single Youth Women Single Youth

Mobile Usage
53% Video Content

64% Messenger/chat 80%
67% 78%
84% Online
35% 43% Activities
Internet 52% 73%
52% I access social networks 70%
53% 77%
Audio Content
32% 42%
49% I Send Sms/messages 61%
Video Camera 61%
49% 61% The most used features by
48% Editorial
both genders are the photo
40% Content
23% Make pictures/photos 62% camera and internet surfing.
3G (Video Messages) 39% 59% Men are also using in greater
40% 66% Offline
38% extent MP3 player and are
37% Activities
I use email 62% playing games.
22% 61%
Bluetooth 35% 63%
37% Women tend to use more Shopping
33% 32% Behavior
57% messenger/chat, take photos
View/listen music/movies 57%
21% and access social networks.
28% 56%
Radio Consumer
31% 31%
23% 47% Values
I access news sites 46%
20% 50%
Gps 36% Consumer
37% 24%
43% Particularities
34% I access other site types 43%
42%
19%
Other Equipment Connection 33%
Play games on the mobile 23% Case Studies
37% 41%
26% phone 44%
35%
18%
I access sites of newspaper & 22%
Mp3 Player 36% 35%
40% magazines 34%
29% 35%


Video Content
94% 90% google.ro 93%

google.ro
95%
google.ro
93% 94% Online
83%
Activities
facebook.com 83% youtube.com 82% facebook.com
83% 85% 84%
79% 82% youtube.com 80% Audio Content
youtube.com 80% facebook.com 83% 84%
75% 70% google.com 73%

google.com google.com 74%
73% 70% Editorial
63% 58% yahoo.com 61% Content
yahoo.com yahoo.com 58%
61% 56%
42% 31% emag.ro 41%
emag.ro
44%
betano.com
38% 40% Single Youth’ online Offline
preferences are dominated Activities
37% 37% olx.ro 36%
olx.ro
41%
emag.ro
36% 37% by big international giants in
both urban and rural area. Shopping
34% 35% wikipedia.org 33%
wikipedia.org olx.ro 36% Behavior
33% 35%
Single Youths also likes
29% 31% betano.com 30%
betano.com wikipedia.org 36% turning to online retail
29% 32% Consumer
25% players such as Emag and Values
adevarul.ro 26% unibet.ro 19% adevarul.ro
23% 23% 21% Olx, as well as sports
21% betting platforms such as
wordpress.com 22% wordpress.com 20% wordpress.com Consumer
22% 21% 21% Betano.
Particularities
17% 23% unibet.ro 17%
unibet.ro adevarul.ro 21%
18% 19%
11% 11% microsoft.com 16% Case Studies
filelist.ro filmeonline.biz 17%
18% 16%
18% 14% stirileprotv.ro 17%
stirileprotv.ro instagram.com 16%
18% 15%
18% 10% instagram.com 14%
booking.com cinemagia.ro 15%
18% 15%
Info source: Gemius

TECH & WEB

Video Content
83% 82% 83%
facebook.com youtube.com facebook.com
83% 85% 84% Online
79% Activities
82% 80%
youtube.com
80% facebook.com 83%
youtube.com
84%
Audio Content
14% 14% 14%
linkedin.com instagram.com instagram.com
13% 15% 15%
Editorial
13% 12% 10% Content
pinterest.com tpu.ro tpu.ro
13% 14% 13% Single Youths’ social media
13% 11% preferences revolve around Offline
12%
instagram.com pinterest.com Facebook and YouTube (in line Activities
10% pinterest.com
10% 13% with the general population).
10% 9% Shopping
12%
tpu.ro linkedin.com linkedin.com However, in rural areas Behavior
8% 7% 12% platforms such as TPU and
10% 9% Instagram are slightly more Consumer
9%
twitter.com twitter.com accessed by Single Youth, Values
6% twitter.com
8% 8% whereas in urban areas they
3% turn more towards LinkedIn
4%
quora.com 3% Consumer
reddit.com 4% quora.com and Pinterest. Particularities
4% 5%
6%
7%
messenger.com 4%
messenger.com 4% reddit.com Case Studies
4% 5%
3%
4% 7%
reddit.com
quora.com 3% messenger.com
4% 5%
Urban/ Rural/ National Population
Single Youth
Info source: Gemius
55% Video Content

86%
74% Online
26% Activities
Play games on PC/Wii/ PS/ mobile phone weekly 36%
40%
29% Audio Content
23%
41%
Play games on mobile phone weekly Editorial
44%
35% Content
8 out of 10 persons from Single Youth play games weekly,
20% men to a higher extent in comparison with women.
34% Offline
Play games online weekly
38% Activities
29% They are also more likely to play games on PC, meanwhile
women prefer playing games on their mobile phones.
19% Shopping
Play games on social networks weekly 36% Behavior
39%
31%
Consumer
15% Values
35%
26% Urban population Consumer
16% Particularities
Play games on PC 29% Single Youth
37%
15% Case Studies
8% Men Single Youth
Own a games console 11%
14%
6% Women Single Youth

Urban Rural National Video Content
6%
4% 4% Online
poki.ro
superbet.ro 5% roblox.com Activities
8% 4%
5%
roblox.com 5% Audio Content
5%
loto.ro 4% poki.ro
5% 4%
4% Editorial
steampowered.com Content
4% 4% 3%
poki.ro steampowered.com Single Youth from urban areas
3% 4% Offline
4% have a higher tendency to
Activities
loto.ro access betting websites, with
3% 5% top preferences such as
4% Shopping
roblox.com loto.ro Superbet and Loto. .
3% 3% 3% Behavior
superbet.ro
3% Consumer
3% 3%
Values
casapariurilor.ro 3% superbet.ro
2% 3%
y8.com Consumer
2%
3% Particularities
3%
steampowered.com 2% casapariurilor.ro
2% casapariurilor.ro 3% Case Studies
2%
2% 2%
4%
friv.com friv.com y8.com
1% 1% 2%

Info source: Gemius Single Youth
Video Content
Audio content they listen to weekly…. In comparison with urban population this segment
prefers online audio content, as they are highly
Online
At least All Single Men Women digitalized and always present on social networks (ex.
Youtube). Activities
Weekly urban Youth Single Youth Single Youth
Online 26% 45% 45% 46% Single Youth listen to the radio mostly at home or in Audio Content
their car. Most of them listen radio less than an hour
Offline 49% 44% 44% 44% per day.
Editorial
Content
Offline

27% 4% Activities
Home 20% 2%
20% 8 Hours Or More
21% 2%
2% Shopping
19% 5% Behavior
In my car 20%
21% 5-8 Hours/Day 5%
17% 6%
3% Consumer
14%
At work 14% Values
16% 8%
5% Consumer
12% 6%
During leisure activities 10% Particularities
11% 18%
9%
1-3 Hours/Day 17%
8% 17%
Public Transportation 12% 17% Case Studies
11%
13% 14%
5% Less Than 1 Hour/Day
6% 17%
Shopping/In Malls 6% 17%
Single Youth
7%
51%
1% Men Single Youth 54%
At school/University 2% Not At All
2% 53%
3% Women Single Youth 56%


Video Content
Kiss FM 45%
Kiss FM 44% Kiss FM 47%
31% 25% 28%
ZU 38% 38% ZU 38% Online
32% ZU 23% 28%
21% Activities
ProFM 23% 18% ProFM
21% ProFM 16% 19%
21% Europa FM 19%
Virgin Radio Europa FM 15%
Europa FM 21% Virgin Radio 18%
28% Magic FM 13% 9%
8% Kiss FM, Radio ZU and Pro FM are the most
Magic FM 16% Magic FM 15%
16% Digi FM 12% 12% listened radio station by Single Youth, in Editorial
11%
Digi FM 15%
16% Virgin Radio 11% Digi FM 14%
13% both urban and rural areas. Content
6%
Rock FM 10% Actualitati 9%
7% 10% 25%
Actualitati 26% Compared to the general population Offline
Actualitati 8% 8%
24% Ant. Satelor 8% Rock FM 5% (urban/rural), Single Youth tunes in rather Activities
15% on stations such as Radio ZU and Virgin
Cultural 4% 5%
8% 6% Cultural 7%
Cultural Radio.
4% 6% Shopping
National FM 8% Ant. Satelor 4%
Cluj 4%
3%
Behavior
Iasi 3%
4% 3%11% In urban areas, Single Youth listen more to
4% National FM
Craiova Pro FM, Virgin Radio, Europa FM and Magic
Ant. Satelor 3% 7% 3%
7% Consumer
8% Craiova FM (compared to rural areas).
Rock FM 3% Values
2% 6%
Craiova 3% 3%
5% 3% Iasi 5%
2% Bucuresti FM
Timisoara
4% 5% 2% Consumer
2% Bucuresti FM 5%
2% Iasi Particularities
Bucuresti FM 4% 7%
Cluj 2%
National FM 2%
Constanta 2% 3%
3% 6% 2%
1% Timisoara 4% Case Studies
Resita 1% Timisoara
5% 2%
2% Constanta
1% Resita 1% 3%
Cluj 2%
2% 1%
1% Resita 2%
Tg. Mures 1% Constanta
2% 3%
Tg. Mures 1%
Tg. Mures 1%
3% 2%
Single Youth Urban/Rural/National population
Info source: MasoR9

Urban population
Single Youth’s top favorite type
Top 10 Favorite radio programs Single Youth Video Content
of radio programs are music and
Men from Single Youth weather news.
Women from Single Youth Online
34%
34%
33%
Men from this age segment tune

31%
Activities
29%
28%
24%
in more for sports programs and
23%
22%
23%
21%
21%
21%
17%
20%
21%
19%
18%
19%
18%
17%
17%
20%
17%
18%
15%
road news.
15%
14%
13%
14%
15%
13%
13%
15%
13%
13%
14%
11%
14%
Audio Content
5%
Music Weather News News Morning Road News Entertainment Health Horoscope Listeners Live Sports Editorial
Programmes Show Programmes Programmes Content
Offline
National Activities
Urban Rural
6-7 times/ week 6-7 times/ week 6-7 times/ week

26% 23% 25% Values
10% 11% Consumer
1-2 times/ week 12% 1-2 times/ week
12% 1-2 times/ week 13% Particularities
14%
6% 6%
1-3 times/ month 6% 1-3 times/ month
8% 1-3 times/ month 7% Case Studies
5%
Didn't listen to radio 7% Didn't listen to radio 12%
Didn't listen to radio 17%
lately 7% lately 7%
lately 9%

Type of music listened Events attended annually
42%
Pop/Disco/Dance 52% Video Content
49%
58% 22%
Any musical events
32%
38%
21% Online
Old Music/Songs 19% 28% Activities
24% Non-musical events
36%
29%
24%
Other Types Of Music 22% Audio Content
28%
22% 15%
Latino Music 22% Editorial
20% Pop/Rock Concerts
27% 25% This segment listen in a greater extent songs Content
21% 10% from current top music hits, such as pop and
Ambiental Music 19% Opera hip-hop. While more men prefer hip-hop, Offline
18% 13%
21% women like pop and latino music. Activities
17% 9%
15% Classical Music Concerts Yearly Single Youth attends more musical Shopping
Clasical Music 13%
13% events in comparison with urban population, Behavior
17%
9% especially pop/rock concerts.
17% Modern Dance
Oriental Music/Manele 19% 13% Consumer
19% Values
20% 7%
16% Ballet Or Classic Dance
10% Consumer
Rock Music 25%
25% Particularities
24% 7%
Jazz Concerts
15% 10%
Rap/Hip Hop 33% Case Studies
34%
30%
17%
None 17% Urban population
19%
14% Single Youth
Men Single Youth
Women Single Youth

Editorial content read weekly….

At least Single Men Women Single Video Content
All urban
Weekly Youth Single Youth Youth
Online 23% 33% 33% 32% Online

Activities
Offline 40% 31% 32% 30%
Audio Content
Books 21% 22% 18% 28%
They read editorial content almost in a similar
extent offline and online, with a higher Editorial
Read magazines…. preference for online content in comparison Content
28% 23% 29% 33% 23% 26% with urban population.
5% 16% 16% Offline
3%
Reading daily newspapers or magazine is a Activities
Daily Or Almost Weekly 1-3 Times/ Month Less often Never period long gone for this segment, most of
Daily them read editorial content less than 1-3 times Shopping
Read newspapers…. per month, probably when they need a certain Behavior
information or to confirm something.
28% 22% 27% 30% 25% 29% Consumer
8% 4% 13% 15%
Values
Daily Or Almost Weekly 1-3 Times/ Month Less often Never Consumer
Daily
Particularities
Read books…
29% 27% 40% 41%
15% 16% 10% 10%
Case Studies
6% 6%

Daily


Video Content
2% 9% 9%
National Geographic 3% 7% 9% Online
3% csid.ro 9% 7% csid.ro 11%
3% 12% csid.ro 9% Activities
7%
5% 7% 6% 5%
2% 4% 4%
Practic In Bucatarie 1% descopera.ro 4% Among printed versions of
eva.ro 4% descopera.ro 3% 4%
5% 3% 4% magazines, National Audio Content
1% 3% 4% 4% Geographic is top preference
Auto Motor Si Sport 2% 5% 3% 4%
2% eva.ro 5% among Single Youth.
4% eva.ro 3%
descopera.ro 5% 5% 2% Editorial
3% 5% 2% 3%
1% 3% 2% In terms of online versions, Content
Click Sanatate 1% 2% historia.ro
2% 2% Ce se Intampla, Doctore? is
3% historia.ro 2% 3%
viva.ro 2% 1% 2% Offline
1% 1% 3% top preference for Single
Cosmopolitan 1% 2% 2% promotor.ro 2% Activities
1% Youth from both urban and
3% 1% 3%
one.ro 3% promotor.ro 0% 2% rural areas.
1% 2% 2% Shopping
Elle 1% 1% 2% one.ro 1%
3% 2% Single Youth prefers Behavior
3% 1% 1%
promotor.ro 2% one.ro 1% 2% consuming magazines that
3% 1% 1%
Click Pofta Buna 1% 3% OKmagazine.ro 1% are either glossy or Consumer
1% 1% 1%
2% 3% 2%
1% educational. Values
2% OKmagazine.ro 1% 2%
1% historia.ro
Autobild 1% 2% 1% viva.ro 1%
2% 3% 1% 2%
2% 1% Consumer
psychologies.ro 1% 1%
1% OKmagazine.ro 1% 1% 1%
Historia 1% 1% viata-libera.ro 1%
2% 1%
1%
viva.ro 1% 1% Case Studies
0% 1% 1%
Men'S Health 1% Dilemaveche.ro 1% 1% psychologies.ro 1%
1% 1%
0% 1% 1% 0%
1% 1%
1% Dilemaveche.ro 1%
1% 0% 1% Dilemaveche.ro 1%
Psychologies 1% psychologies.ro 1% 0% 1%
1% 0% 1%
Urban/ Rural/ National Population Single Youth Men from Single Youth Women from Single Youth

Video Content
Gazeta Sporturilor De 2% 26% 23% 25%
2% adevarul.ro 23% 19% 21% Online
Duminica 4% 19% adevarul.ro adevarul.ro
17% 24% 26%
2% libertatea.ro 13% 15%
11% 13%
Gazeta Sporturilor 2% 16%
3% 13% 10% libertatea.ro 13%
cancan.ro 9% libertatea.ro 8% 10% Audio Content
6% 15%
4% 12% 12%
Click Ghid Tv 2% 8%
8% 10% 12%
2% zf.ro 6% 9% In print version, the
8% 7% cancan.ro
10%
cancan.ro 5% 6% top newspaper that Editorial
2% Click.ro 8% 10% 12%
2% 7%
9% 9% Single Youth reads is Content
Libertatea 2% 8%
1% 8% 8% Gazeta Sporturilor.
gandul.info 6%
5% Click.ro 6% Click.ro 7%
1% 7% 5% 9% Offline
1% 9% 7% 7%
Adevarul evenimentulzilei.ro 6% 7% In online, Adevarul is Activities
5%
1% 8% 6% the most read
5% evenimentulzilei.ro 5% zf.ro 5%
1% capital.ro 4%
3% 4% 7% newspaper (in both Shopping
Catavencii 1% 4% 6%
9% urban and rural areas).
1% 3% 5% Behavior
ziaruldeiasi.ro 4%
3% evenimentulzilei.ro 6%
2% 3% zf.ro 4% 5%
Libertatea-Editia De 1% 2% 3% 7%
Duminica 1% gds.ro 2%
1%
5% 7% Consumer
1% 2% 6%
5% Values
3% 1%
2% 4% gandul.info 4%
Libertatea Pentru 1% cugetliber.ro 1% gandul.info 4%
1% 2% 6%
Femei Retete 4% 5% Consumer
2%
theguardian.com 2%
2%
4%
Libertatea-Supliment 2% 3% 2% capital.ro 3% Particularities
1% 1% capital.ro 2%
1% viata-libera.ro 2% 2% 4%
Weekend 1% 3% 3%
1% 2%
3% 2%
1% ziaruldeiasi.ro 3% Case Studies
Click 1% 1% ziaruldeiasi.ro 2% 3%
1% 2% 2% 2%
kmkz.ro 1%
1% 0% 1%
2% 2%
Evenimentul Zilei 1% 2% 2% theguardian.com 2%
1% cotidianul.ro 1% theguardian.com 2% 3%
0% 1%
1% 2%
Urban/ Rural/ National Population Single Youth Men from Single Youth Women from Single Youth


67% 65% 72% 54%
9% 10% 7% 17% 8% 9% 7% 11% 16% 16% 14% 18% Video Content

Online
Urban population Single Youth Men Single Youth Women Single Youth Activities
Book genre Buying place Audio Content

People from Single Youth segment are not
28% heavily buying books, only 2 out of 10 persons
18%
28% Editorial
Prose 16% Bookshop have bought a book in the past year, they
12% 23% Content
22% 37% usually download them online.
11%
14% Printed Press Distribution 8% Offline
Other Kind Of Books 15% Stall 7% Men do not show a preference for a genre,
10% 10% Activities
22% while women prefer to read prose and
9%
10% specialized books.
Second Hand Bookshop 11% Shopping
Specialized Books 13% 9%
10% 14% Behavior
19% The most frequent place to buy books will be
9%
10% bookshops, followed by books market and
9% Book Market 8% mail order.
Consumer
Children Books 5% 14%
4% Values
7% 8%
6% Mail'Order 10%
8% Consumer
Poetry 6% 14%
5% Particularities
7% 8%
Hypermarket/Supermarket 9%
5% 7%
9% 12% Case Studies
Science Fiction
9% 6%
9% 9%
Romanian websites 6%
5% 15%
Political/Historical/Social
7% 54%
Themes 7%
8% Do Not Buy 54%
61%
56% 41%
None 56%
63%
44%
Summer Book Buying Behaviour

33.9% 36.5% 43.0%
28.7%
Video Content
Summer Books Buying Online

Activities
Urban population Single Youth Men from Single Youth Women from Single Youth
Audio Content
During the summer period, Single Youths
Info Sources Books Books Purchase Location tends to purchase slightly more books
compared to the urban population (out of Editorial
68% which women from this age segment
In store 82% 66% Content
79% purchase significantly more books than
85% 82%
Online order
49% 79% men do). Offline
Search engine 69%
63% 85% Activities
73%
They will use as main information sources
27%
Social networks 58% 28% both in store experience as well as online
21%
85% 22% Shopping
Hypermarket inspiration (through search engines, social
16% 21% Behavior
58% networks and blogs). Women like to
Blogs 63% 23%
54% explore social networks for inspiration,
whereas men will turn to blogs to decide Consumer
25%
Product websites 49% 26% Values
42% 18% their next book purchase.
54% Supermarket
16% 21%
Friends, relatives 40% 15%
Consumer
42%
38% Particularities
Newspapers, magazines, 12% 2%
36%
print 42% 13%
31% Petrol station Case Studies
9% 21%
TV 18% 8%
21%
15%
5% 2%
Radio 13%
21% 9%
8% Beach stores
3%
21%
Other 2%
0%
4%

54% Video Content
12% Go for a walk 58%
17% 63%
7% 48%
I meet with my friends 60% Online
12% 57%
13% 65% Activities
5-8 Hours/Day 15% 21%
10% Going shopping 23%
21%
27%
27% Audio Content
3-5 Hours/Day 31% 20%
32% Practice sports/fitness 30%
30% 32%
28%
42% 12% During weekdays Single Youth spends
37% Make photos 18%
17% mostly 3-5 hours per day outside. Editorial
1-3 Hours/Day 32% 18%
45% Content
12%
6% I ride the bike 14% Weekends are made to spend time with
16%
Less Than 1 Hour/Day 5% 10% Offline
3% 11%
friends, they stay outside between 3 and
7% Go on trips 12% 8 hours, having all kind of activities. Activities
12%
Single Youth 11%
Go the cafes 22%
21%
Most frequent they are meeting with Shopping
Men Single Youth 23% friends, going for a walk and practicing Behavior
Women Single Youth 10%
Visit free markets/exhibitions 11% sports/fitness. At this life stage men are
12%
11% more likely to go to bars/pubs, Consumer
Time spent outside Weekends 9% meanwhile women prefer meeting with Values
Bars pubs 15%
18%
9% 9% their friends and going shopping.
14% 8% Consumer
5% Go to hairdresser/barber 8%
22% Going to the cinema 10%
14% 11%
9%
31% 6% Case Studies
3-5 Hours/Day 38% Go to manicure/cosmetics 7%
37% 6%
39% 10%
35% 5%
1-3 Hours/Day 6%
22% 6%
34% 4%
6% I attend NGO meetings 7%
4% 7%
Less Than 1 Hour/Day 7%
3%
6% 2%
Go to clubs 4%
5%
2%

Summer Outings Frequency Info Sources Festivals/ Concerts
59%
Out of all the segments, Single Youths Video Content
30% 85% is the one who purchase concert/
30% Search engine
Several times/week 90% festival tickets the most.
28% 76%
31% Online
39% Activities
26% 85% When they prepare for their next
32% In store
Once/week 97% festival or concert, the majority of
29% 65%
34% Single Youth like to find inspiration
32%
Audio Content
23% online (through search engines and
Social networks 57%
2-3 times/month 23% 40% social networks), in stores and also
24% 88%
21% from friends and relatives. Editorial
24% Content
8% 53%
5% Friends, relatives Compared to men, women from this life
Once/month 53%
4% 53% stage turn more to social networks for
7% Offline
34% information as well as product websites Activities
7% 47% (which might offer festival tickets as
6% Product websites
Once every few months 27%
8% 82% campaign incentives/ prizes).
5% Shopping
21% Behavior
4% 34%
2% TV
Once every 6 months/less 27%
4% 47%
1% Consumer
15% Values
1% 32%
0% Blogs Concert/ Festival ticket purchasing
Never 27%
0% 41% Consumer
0%
2% 28% 25% 31%
2% Radio
Dk/Na 27%
4% 29%
1% Case Studies
12% Bilete la concerte/ festivaluri de muzica
29% Single Youth
4% Men from Single Youth
Other 4%
0% Women from Single Youth
12%
81% 83%
70% None 70% Video Content
None 70%
66%
77% 71% Overall, the general interest in
8% 7% practicing sports or activities is Online
Football 13% Aerobic/Fitness (In Special Equiped 13% Activities
19% very low.
4% Halls) 10%
18% Men are the only practicing
4% sports to a higher extent, being
6% 7% more interested vs. general
Audio Content
Other Sport 14%
6% Snooker
5% 17% urban population in football and
10% snooker.
4% Editorial
Cycling 7% 6% Content
7% For women, the most practiced
6% Other Activity 8%
9% activity is aerobic or fitness.
3% 7% Offline
Lawn Tennis 6% Activities
6% 5%
5% 9%
Jogging
3% 8% Shopping
4% 10%
Fishing Or Sport Hunting
5% Behavior
3% 3%
Roller Skating/Skateboard 7%
3% 5% Consumer
Chess 4% 10% Values
5%
4% 3% 82% Payed to attend
79%
3% Camping (Tent Trip) 5% 73%70% Consumer
Basketball 5%
5%
5%
2%
3% Extreme Sports (Bungee 4% Case Studies
Athletics 4% Jumping/Rafting/Etc) 5% 15%
4% 7%10% 4% 2%3% 3%2% 2%3% 3%2% 2%3% 3%2%
4% 3%
5% 3% None Football Basketball Handball Other Sport
Body Building Golf
6% Single Youth 3%
3% 3%
Men Single Youth Urban population Single Youth
Women Single Youth

88%
81% Video Content
Watching TV
80%
82%
Online
52% Activities
71%
Use the computer
70%
72%
Audio Content
49%
At home, single youth prefer to use the Editorial
44%
Listening Radio computer, visit and receive visits and Content
44%
44% meet with their friends.
Offline
47% Men don’t seem to have a favorite Activities
32% weekly home activity, while women
Cook from Pleasure/Passion
23% enjoy relaxing, cooking, visit or receive Shopping
47% visits and meeting with friends. Behavior
47%
53% Consumer
Visit persons & Receive Visits
49% Values
59%
48% Consumer
Urban population
Particularities
60%
I meet with my friends Single Youth
57%
65% Men Single Youth Case Studies
35%
Women Single Youth
25%
Reading Newspapers
26%
24%

Shopping Behavior
77% 77% Women are clearly main family Video Content

Many Different Products 77% Product's characteristics shoppers, they enjoy shopping of
84%
78% 81% any kind, their products choices
72%
64% are based on the brand and Online
I Tend Not To Change The Brand 73% Activities
72% 60% friends’ recommendations.
73% Price Men are orientated towards the
63%
66% 56%
Pay More For Service to Make My price when buying a product.
70%
49%
Audio Content
Life Easier 69% Both men and women first look at
73%
72% Brand 50% the product’s characteristics.
When I Buy Something I First Check 49%
67% 52% Editorial
Price 65% Content
69% 36%
When Visit Stores I Like to Get 67% Previous experience 41%
64% 41% Offline
Some Advice 65% 40%
62% Activities
59% 26%
I Enjoy Shopping Of Any Kind 64% 26%
58% Special offers Main shopper Shopping
74% 27%
26% Behavior
61% 75% 67% 63% 72%
Look Info About Products Intend To 62% 15%
Buy 61%
17%
Consumer
64% Expert recommendations
17% Values
58% 16%
I Spend More Than I Intend 60% Yes
59% Consumer
63% 15%
64% Friends' recommendations 17% Particularities
Quite Often I Buy Products On 60% 15%
Specific Offers 58% 19% Urban population Single Youth
63%
5% Case Studies
Small shops have products with the 61% Men Single Youth Women Single Youth
60% Commercial information 6%
same quality as big supermarkets. 61% 6%
57% 5%
It happens that I buy something I 51%
60%
have never heard about before. 58%
62%

Urban population
97%97%97%96% Shop…
49%49%50% Single Youth
33% 28%27%29%
15% 15% 18%22%15%
Men Single Youth
Video Content
Shop offline Shop online Shop online in Shop online abroad Women Single Youth
Romania
Online
Activities
Offline they shop weekly from…
63% 63% Single Youth shops online more
44% 47% 50% 39% than the urban population does, Audio Content
26% 31%
7% 8% 6% 7% especially from Romanian e-shops.
On a weekly basis, the most Editorial

Small Supermarkets Market Hypermarkets Cash& carry DIY
frequented stores are Content
neighbourhood
stores hypermarkets (the most popular
are Auchan and Carrefour) and Offline
supermarkets (the most popular Activities
Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances are former Billa and Mega Image).
70% 64%
stores in L3M Shopping
Kaufland 70% Lidl 67% 32% There is no difference between Behavior
69%
72% 66%
69% 39% men and women in their
48% Altex
53% 50% 39% preferences for consumable Consumer
Carrefour 51% 46%
57% Profi 45% 38% goods. Values
38% 47%
Auchan 47% 39% 23%
45% Consumer
50% Penny Market 39% 25%
17% 41% Flanco Particularities
20% 34% 24…
Cora 18%
22% 24% 25%
12% Billa 28% Case Studies
Selgros 13% 28%
27% 13%
14%
12% 19%
21% Media Galaxy
11% 26% 18%
12% Mega Image
Metro 12% 23%
31% 20%
11%

Most important criteria Type of payment Video Content
14% 25% Online

Price 21%
20% Payment On Delivery (Cash Or Card) 43% Activities
21% 42%
8% 46%
Terms Of Delivery: Timing/ Costs 12% Audio Content
11%
13% 7%
Payment On Website - Card 15% When purchasing online, the most
5%
7% 16% important criteria are price and Editorial
Special Offers 7% 14%
8% terms of delivery. Content
4% 4%
Personal Experience 7% Payment On Website - Virtual Bank 10% The most popular type of payment
8% Offline
7% Account 10% remains payment on delivery, Activities
4% 10% followed by payment on website
Website Reputation 7% with a card. Both men and women of
7% 5% Shopping
7% Online Banking-Transfer In Supplier'S this segment are more open-minded
10% Behavior
Detailed Information About The 3% Account 10% towards different payment types.
4%
Products/Serv 4% 9%
5% Consumer
2% 5% Values
Ease Of Ordering 3% 10%
4% Other Type Of Payment
3% 10% Consumer
10%
2% Particularities
Acquaintance Recommendation 3%
2% 4%
4% On Bank'S Counter-Transfer In 8%
2% Supplier'S Acc 8% Case Studies
Comments Posted By Clients 3% 9%
3%
3%
2% Urban population Single Youth
Wide Range Of Products/Brands 3%
2%
4% Men Single Youth Women Single Youth

Purchased products from Romanian online Purchased products from foreign websites Video Content
retailers
7% 3% Online
Clothing (Including Lingeries) 9% Clothing (Including Lingeries) 7%
7% 7% Activities
12% 6%
6% 3%
Books 9% Audio-Video Content 4%
6% 4% Audio Content
15% 5%
5% 3%
Footwear 8% Footwear 4%
7% 4%
10% 4% Most bought products Editorial
5% 2% from Romanian websites
8% Content
Selfcare Products 6% Selfcare Products 4%
3% are clothing, books,
12% 7%
5% 1% footwear and self-care Offline
It&C Products (Pc/Laptop/Printer) 9% 3% products, especially
9% It&C Products (Pc/Laptop/Printer) 3% Activities
7% 3% women.
4% 1%
Small Appliances (Iron/Friteuse) 5% 3% Shopping
5% Books 2% From foreign websites
5% 5% Behavior
4% 1% they purchase clothing.
Audio-Video Content 5% 2%
5% Small Appliances (Iron/Friteuse)
6% 2%
2%
Consumer
3% 1%
Values
Large Appliances (Refrigerator/Cooker) 6%
6% Food Or Sweet 3%
6% 4%
2% Consumer
3%
Electronics (Tv/Radio Set/Etc) 5% 1% Particularities
5% Large Appliances (Refrigerator/Cooker) 2%
5% 3%
1%
2%
Household Cleaners 3% 1%
2% Electronics (Tv/Radio Set/Etc) 1% Case Studies
1%
Single Youth
Men Single Youth
Women Single Youth

Video Content
48% 41% 43%
51% 38% 39%
Online
Understand the benefits of a 38% Understand the benefits of a 35% Understand the benefits of a 35% Activities
product/service 44% product/service 39% product/service 28%
Buy the brand Consider a new brand as opposed to the old
Try the brand's product/services
40% 12% one 25%
Editorial
Consider a new brand as opposed to 35% 25% 22%
Try the brand's product/services Try the brand's product/services Content
the old one 44% 39% 20%
Offline
30% 23% 20%
Buy the brand Talk about the brand Talk about the brand Activities
25% 21% 39%
28% Consider a new brand as opposed to the 22% 18%

Shopping
Remember the brand old one Remember the brand Behavior
39% 29% 28%
21% 15% 14%

Consumer
Love the brand Love the brand Ensure me that the brand is trustworthy Values
25% 13% 10%

Talk about the brand Remember the brand Buy the brand Particularities
25% 30% 11%
Ensure me that the brand is 19% 14% 8%

Ensure me that the brand is trustworthy Recommend the brand Case Studies
trustworthy 16% 15% 9%
13% 9% 7%
13% 7% 8%
Urban population
8% 14% 19%
Single Youth 17%
8% 21%

40% Video Content
43% Learn more about the brand 42%
Learn more about the brand 38% Learn more about the brand
38% 43%
Online
37%
35% Try the brand's product/services 30% Activities
Understand the benefits of a product/service 38% Understand the benefits of a product/service
25% 26%
Consider a new brand as opposed to the old one Buy the brand Consider a new brand as opposed to the old one
31% 36% 22%
31% Editorial
22% Consider a new brand as opposed to the old one 24%
Try the brand's product/services Talk about the brand Content
31% 30% 21%
28% Offline
20% Understand the benefits of a product/service 24%
Talk about the brand Try the brand's product/services Activities
21% 26% 21%
18% 23% 22%

Shopping
Remember the brand Talk about the brand Buy the brand Behavior
24% 25% 17%
14% 23% 21%

Consumer
Ensure me that the brand is trustworthy Remember the brand Remember the brand
33% Values
14% 28%

Buy the brand Ensure me that the brand is trustworthy Love the brand
25% Particularities
23% 13%
8% 17% 16%
Recommend the brand Love the brand Ensure me that the brand is trustworthy Case Studies
9% 20% 11%
7% 15% 10%
Love the brand Recommend the brand Recommend the brand
17% 25% 8%
Urban population 9%
19% No effect 17%
No effect Families with kids 11% No effect
9% 20%
E-commerce: Black Friday Info Sources
79%
Retailers’ websites 87% Video Content
91%
84%
30%
Websites with all retailers and their offers 45% Online
44% Activities
47%
35%
47% Single Youth gets most of the
Online search engines 44% Audio Content
information on Black Friday offers
49%
38% directly from retailers‘ websites.
43% Compared to all urban population, Single Editorial
Retailers’ newsletters 47% Youth is more likely to be receptive to
40% Content
posts on Facebook related to Black
21%
32%
Friday information.
Websites that compare prices and offers Offline
34%
31% Women are more likely to subscribe to Activities
22% retailers‘ newsletters in order stay up to
Posts on Facebook 47% Shopping
31% date with any news on Black Friday
58% offers, whereas men will check out blog Behavior
18% articles and online comments in order to
TV ads 16% Consumer
16% decide whether or not an item is worth
16% purchasing. Values
10%
Friends, family, colleagues 26% Consumer
16%
33% Particularities
13%
Directly in store 14%
9% Urban population Case Studies
18%
9% Single Youth
Blog articles 25% Men Single Youth
34%
18%
Women Single Youth
20%
Online ads 26%
19%
31%
Top 15
76%
86%
Video Content
Clothes, shoes and accessories 96%
79%
72%
Make up products, perfumes 80%
78%
Online
76%
82% Activities
Books 72% Single Youth takes advantage of Black Friday to
70%
73% purchase items that help them improve their image
49% (such as clothes, shoes, accessories, makeup Audio Content
Mobile phones, tablets and accessories 62%
63%
65%
products and perfumes).
46% Editorial
TV, electronics 61% They are less keen on acquiring electronic items
63%
65% Content
for their house hold, since they are not keen on
91%
50%
domestic needs. They will rather focus on goods
62% which they can have with them at all times (such Offline
50% as mobile phones, tablets and accessories). Activities
38%
60%
51% Men from this age segment will focus on acquiring Shopping
CD/DVDs 40%
25% watches, DIY products, auto-moto products. Behavior
65%
68% Women turn their attention to personal care items,
HH appliances 38% Consumer
25% interior decorations and other appliances
54%
(significantly less, however, compared to all urban Values
Personal care devices (electrical shaving device, 61%
31%
22%
population).
etc) 43% Consumer
64%
Computers, laptops and PC accessories 29% Particularities
23%
47%
45%
Photo, video products 25% Case Studies
25%
59%
Auto-moto products 22%
25% Single Youth
22%
52%
DIY products 21%
29% Men Single Youth
14%
68%
Watches 18% Women Single Youth
35%
8%
Reasons they bought during Black Friday Reasons they bought presents during
Black Friday Video Content
69%
Products that I don’t momentarily own in my HH but I 72% 65%
would need 63% For the winter celebrations 85%
77% 50% Online
96% Activities
28% 41% The main reason why Single Youth
30% Birthdays, anniversaries in 67%
Products that broke down and need replacement 88% purchases during Black Friday is to get
29% the family Audio Content
30% 60% a good deal on items they desire to
20% own.
25% Birthdays, anniversaries of 33%
10% 25% Editorial
Products that I will give as presents* friends While women splurge and purchase
8% 36% Content
12% products that they long to have, men
22%
To give a product they really 24% will take advantage of Black Friday to Offline
22% wanted to a loved one 38% acquire premium/ luxury items at a
19% 20% Activities
Products I like, with no special reason more affordable price.
4%
8%
28% For various events 12% Shopping
(weddings, baptising, etc.) 13% Some take advantage of Black Friday
11% 12% to buy items from the Christmas Behavior
Premium/ luxury items that will have an affordable 13% shopping list (significantly more
4%
price 21% 9% compared to the general urban Consumer
9% For no special reason
population). Values
12%
10%
10% 4% Consumer
Products I didn’t afford otherwise Other events 6%
13% Particularities
9% 8%
4% 6%
As presents for different 3% Case Studies
I am upgrading the products I am currently using 4%
occassions (doctors, etc.)
8% 4%
2%
Urban population Single Youth Men from Single Youth Women from Single Youth
Summer Shopping List – Purchase

Intention
Single Youth’s shopping carts are mostly filled with seasonal products. Women take the
84%
Clothing 88% chance to renew their summer wardrobe, purchasing clothing and shoe ware the most,
80% Video Content
95%
83% whereas men purchase clothing, ice cream and beer.
Ice cream 83%
80%
85% Single Youths like purchasing from hypermarkets, supermarkets and online the most. Online
77%
Shoeware 82% Also, compared to other age segments, Single Youths purchase more from neighborhood Activities
76%
stores (most likely when it comes to spontaneous shopping which includes items such as
74%87%
72% fizzy drinks, beer, ice cream, yoghurt and so on).
Sunscreen 55%
87% Audio Content
61%
Fizzy drinks 68%
76%
61%
67%
Single Youth Editorial
Beer 60%
80% Content
43% Order Petrol Neighborhood Beach Concerts/ Cafes/
50% Supermarket Hypermarket Pharmacy Other
Cosmetics 55% online Station store stores festivals Restaurants Offline
33%
73% 87.0% 25.0% 59.3% .0% .0% 13.9% 31.5% .0% .0% 4.6% Activities
4… Clothing
Bathing suits 51% 89.0% 28.0% 61.0% .0% 5.0% 12.0% 20.0% .0% .0% 5.0%
41% Shoes
60% Shopping
42% Bathing suits 79.0% 35.5% 72.6% .0% .0% 12.9% 51.6% .0% .0% 4.8%
Sunglasses 50% Behavior
52% Sun glasses 68.4% 37.1% 64.5% 9.7% 3.2% 16.1% 24.2% 8.1% 8.1% 4.8%
49%
44% Sunscreen 53.4% 69.3% 78.4% 9.1% 72.7% 5.7% 22.7% .0% .0% 8.0% Consumer
Yoghurt 41%
49% 84.8% 68.2% 89.4% 7.6% 56.1% 10.6% 7.6% .0% .0% 9.1%
34% Cosmetics Values
25% 19.3% 86.7% 89.2% 67.5% .0% 71.1% 57.8% 24.1% 63.9% 1.2%
Concert/festival tickers 39% Fizzy drinks
49%
31% Beer 26.0% 76.7% 89.0% 56.2% .0% 82.2% 57.5% 34.2% 64.4% 2.7% Consumer
32% Particularities
Sportswear 38% Ice cream 14.9% 87.1% 89.1% 40.6% .0% 76.2% 53.5% 18.8% 49.5% 3.0%
56%
23% 32.7% 77.6% 83.7% 24.5% .0% 69.4% 18.4% .0% .0% 4.1%
34% Yoghurt
Books 36% 31.0% 82.8% 89.7% 34.5% .0% 65.5% 20.7% .0% .0% 3.4% Case Studies
29% Mousse dessert
43%
20% 72.3% 38.3% 48.9% 10.6% .0% 10.6% 12.8% .0% .0% 14.9
Mousse dessert 23% Sportswear %
33%
16% 82.2% 17.8% 22.2% 13.3% .0% .0% 8.9% .0% .0% 20.0
Books %
Urban population Single Youth Concert/festival 74.5% 12.8% 19.1% .0% .0% .0% .0% 40.4% .0% 19.1
tickets %
Men from Single Youth Women from Single Youth
HUMAN DESIRES
Place Video Content
Online
Something For
Control
to happen
Connect
more & Activities
Audio Content
Useful
Editorial
Content
SINGLE YOUTH STRIVE S TO FIND CONTROL, EXCITEMENT (BY Offline

SOMETHING TO HAPPEN), MEANINGFUL CONNECTIONS AND Activities
FULFILLMENT (FOR MORE) IN LIFE…
Shopping
This is a transitional life stage, individuals had garnered The paradoxical nature of present-days technology - which is Behavior
experiences in life but haven’t yet learn their lessons to the supposed to bring people together but most of the time
fullest. They have enough experience and understanding to alienates us from one another – makes them realize and Consumer
realize what they truly need, but sill figure out what means appreciate more the importance on inter-human relationships Values
they can use to achieve their goals. as well as the hard work that goes into building them. As
such, connecting with friends and loved ones is another Consumer
Their fear of the unexpected makes them aim to control their essential human desire for Single Youth.
Particularities
lives. They are a generation of individuals who don’t believe in
destiny, rather they have a firm belief that they are the While women from this life stage seek to find stability, men
creators of their own universe. Still, they want to be feel the need to become useful to those around them. Case Studies
surprised since they know that only through new experiences
they will truly grow on a personal and professional level
(guided by something to happen & the need for more).

HUMAN DESIRES

Video Content
5% 46%
Loved ones 28%
20%
9% 34%
Very unhappy 6% Online
11% 13%
Love 12% Activities
7% 13%
10%
3% Work 12%
11%
4%
12% Audio Content
Unhappy 3%
4% Travelling 8%
10%
4% 6%
9% Editorial
Health 7%
32% 7%
7%
Content
28% 3%
So and so Free time 7%
19% 5%
8%
Offline
34% 3% Activities
Hobbies 6%
7%
44% 5%
Urban population Shopping
43% 2%
Music 4%
Happy 5% Behavior
42% 3%
Single Youth 4%
43% 4% Their level of happiness in in line with the one of
Fulfillment 6% Consumer
2% the urban population.
16% Men from Single 5% Values
16% Youth Spirituality 3%
Very happy 6%
1% Slightly more than a quarter of Single Youth is
23% Women from Single Consumer
2% unsure of whether they are happy or not (so and
11% Weather 3% Particularities
Youth 3% so).
1%
3%
Dk/Na 2%
5% Their top reason for being happy are their loved
0% Case Studies
3% ones. However, this is significantly lower than
Peace and relaxation 2%
1%
4%
for the urban population. Thus Single Youth
1% seeks other sources of happiness as well, such
Spontaneous moments 1% as finding love, travelling, having a purposeful
0%
2%
free time and so on.

Consumer Particularities: Decisions are overwhelming
Video Content
Women are main persons responsible with household welfare, Online

taking alone decisions regarding clothes, cleaning products, Activities
cosmetics and being involved in decision process for high value
goods or services (e.g. furniture, holidays), together with their
partners. Audio Content
Half of the urban women declare that they take care alone of
cleaning, cooking, laundry, while their partner is mainly in charge Editorial
with fixing and repairing (34%) or driving (25%). Content
Even if 6 out of 10 women consider that they have similar rights with
their partner, when it comes to responsibilities fewer consider an Offline
equality between genders. Activities
They mainly worry about health system (35%) and violence or Shopping
physical abuse (16%) Behavior
Consumer
Values
Consumer
Particularities
Case Studies
Source: Starcom Women Status in Society Study, 2018, by Starcom Media Romania
Case study: Avon Cancel Cancer
Romanian women tend to postpone medical checks Video Content

due to lack of time, financial un-prioritization, lack of
involvement (“it can’t happen to me”).
Online
Activities
Even if in 94% of cases early diagnosed breast
cancer can be healed, Romania continues to be the
country with highest mortality rate. Audio Content
The main insight used to determine women to take Editorial

action was that women tend to always postpone Content
things in their benefit.
Offline
Avon sustained a women empowerment movement Activities
with the purpose of acknowledge and mobilize them
Shopping
to take care of their health and focus on prevention.
Behavior
The concept used a positive tone, canceling negation
in a familiar language: Cancel Cancer. As a result, Consumer
women resonated with this message and year by Values
year more women are considering that Avon cares
about their health. Consumer
Particularities
Case Studies
At least Weekly
All
Teens Teens Men Teens Women Video Content
urban
Online
Watch TV offline 88% 83% 84% 83% Activities
Audio Content
Watch TV online 42% 71% 69% 73%
Teens are the digital generation and they build
their life around the Internet, even when Editorial
Device possession Type watching TV. Content
28% In there household exists the second TV also,
97%
Tube Offline
21% as they have different TV watching
First Tv Set Activities
96% preferences than their parents and it’s a
23%
Plasma individual activity.
33% Shopping
59% However, despite being opened to online
Behavior
23%
Second Tv Set LCD consumption, few of them have a smart TV in
66% 22% Consumer
their household, as their parents remain
15% purchase deciders. Values
LED
14% 13%
Independent Dvd Consumer
16% Particularities
6% 53% Case Studies

Home Cinema Regular
8% 52%
22%
SmartTV
5% 23%
Blu-Ray Player
7% Urban population Teens

8%
Video Content
11% 9%
EXATLON ROMANIA 9% 11%
5% EXATLON ROMANIA 12% EXATLON ROMANIA 8%
13% 10% 14%
15% Online
13%
14% 13% Activities
ROMANII AU TALENT 8% 10%
Among Teens top
4% ROMANII AU TALENT 11% ROMANII AU TALENT 9%
11% 11% 11% preferences in terms of TV
11% content are shows such as
7% 8% Audio Content
POFTITI PE LA NOI: POFTITI IN 7% 9% POFTITI PE LA NOI: POFTITI IN Exatlon and Romanii au
3% POFTITI PE LA NOI: POFTITI IN 8% 8%
VACANTA 5% VACANTA 4% Talent.
12% VACANTA 11% 11%
3% 10% Editorial
12%
BRAVO, AI STIL! ALL STARS GALA 6% 7% Women from this age Content
3% LAS FIERBINTI 7% LAS FIERBINTI 8%
9% 9% 4% segment in urban areas
5%
9% 3% watch more shows on TV as Offline
5% 7% opposed to men.
LAS FIERBINTI BRAVO, AI STIL! ALL STARS GALA 6% Activities
8% EXATLON ROMANIA - REZUMAT 7% 3%
3% 5% 10%
5% 9%
6% On a national level, men
7% Shopping
FRUCTUL OPRIT 5% EXATLON ROMANIA - REZUMAT 6% from Teens segment prefer
1% LECTII DE VIATA 7% 4% Behavior
9% 8% 7% Romanii au Talent, Las
6%
7% 5% Fierbinti and Exatlon,
7% Consumer
CHEFI LA CUTITE 4% GUESS MY AGE - GHICESTE FRUCTUL OPRIT 5% whereas women also enjoy
2% 6% 2% Values
7% VARSTA 4% 8% more fashion-oriented shows
4% 10%
6% like Bravo ai Stil or reality
BAIETI DE ORAS 4% 4% GUESS MY AGE - GHICESTE
5% shows such as Fructul Oprit. Consumer
4% BRAVO, AI STIL! ALL STARS GALA 6% VARSTA 3% Particularities
5% 3% 7%
10%
4% 8%
EXATLON ROMANIA - REZUMAT 4% 6% FERMA VEDETELOR 5%
3% AICI EU SUNT VEDETA 6% 5%
5%
Case Studies
6% 3%
9%
4% 4%
MOVIE MONDAY - ANTENA1 4% 5% MOVIE MONDAY - ANTENA1 5%
1% BAIETI DE ORAS 6% 2%
7% 6% 7%
5%
Urban population Teens

Men from Teens Women from Teens


Video Content
57% 14%
63% 17% Online
Comedy Any audio-video content
56% 17% Activities
70% 17%
52% Teens is the segment that
53% sometimes creates their own Audio Content
Action Movies
58% world, that’s why they prefer
47% horror and SF movies.
39% 5% Editorial
37% 7% Men are most likely to watch SF
Content
Love Movies Movies
23% 6%
9% movies, while women enjoy in
51% Offline
greater extent comedies, love
17% 6% Activities
movies, dramas and soap operas.
34% Music-Albums Of Author 6%
Horror Movies 4%
33% Shopping
35% 9% Teens are more open to buy audio-
21% 2% content in comparison with other Behavior
5% segments, mainly because their
Sf 31% Pc Games parents are the one paying. Consumer
39% 6%
23% 5% Values
3%
31% Cartoons/Movies/Music/Stor
29% 4% Consumer
Drama ies For Children 1% Particularities
22%
6%
37%
20% 1%
3% Case Studies
19% Foreign Language Courses
Soap Operas 2%
10% 4%
28%
Urban population Teens Men Teens Women Teens

Websites for Movies

Video Content
9% 11% 10% Online

15% filmeonline.biz 16%
filmeonline.biz 19% filmeonline.biz 15%
17%
21%
7% 6%
5% f-hd.net 13%
f-hd.net 13% 12%
f-hd.net 17% 12% 14% Audio Content
15% 14%
18% 6%
7%
9% filmeserialeonline.org 9%
6% filmeserialeonline.org 8% Editorial
12% 9% 10%
filmeserialeonline.org 9% Compared to other segments, Content
9%
14% 6% 4% Teens are the ones who watch
3% 8% filme-bune.net 9%
voxfilmeonline.net 10% 8% online movies the most. Offline
7% 9%
filme-bune.net 11%
9% 5% Activities
12% 4% Their main websites for
voxfilmeonline.net 9%
4% filme-bune.net 8% 9% watching movies are
8% 8% Shopping
10% 8%
voxfilmeonline.net 7% filmeonline.biz and f-hd.net (in
10% 7% Behavior
10% filmehd.net 8% both urban and rural areas).
filmehd.net 7% 7%
6% 7% 9%
7% Consumer
10% 4%
filmehd.net 4% Values
8% 6%
11% filmeonline2016.biz 6% filmeonline2016.biz 6%
3% 6% 7%
7% Consumer
8% 10%
filmeonline2016.biz
filelist.ro 6% filelist.ro 9%
8% 8% 4%
6% 5%
6%
7% 5% Case Studies
netflix.com 5% netflix.com 5%
8% netflix.com 6%
6% 5% 5%
5%
11% 3%
4%
filelist.ro 6% 4% filmeonline2013.biz 5%
10% filmeonline2013.biz 5% 5%
4% 5%
3%
Urban/ Rural/ National Population Teens

Men from Teens Women from Teens
Info source: Gemius

Video Content
83%
79% 82% facebook.com Online
youtube.com youtube.com 81%
90% 85% Activities
80%
84% 82% youtube.com
facebook.com facebook.com 89%
13%
9% 11% instagram.com
tpu.ro tpu.ro 21% Editorial
29% 22%
Content
17%
13% 14% stirileprotv.ro Teens are YouTube-
instagram.com instagram.com 10%
26% 19% oriented when it comes to Offline
video watching. Activities
12%
9% 11% a1.ro
filmeonline.biz filmeonline.biz 9%
19% 15% Compared to all other Shopping
10% targets, Teens watch Behavior
9% 10% filmeonline.biz videos on Instagram the
cinemagia.ro imdb.com 16%
14% 11% most, as it is one of their Consumer
14% preferred platforms. Values
20% 10% digi24.ro
stirileprotv.ro cinemagia.ro 6%
13% 11%
Consumer
10% 11% tpu.ro
10% Particularities
imdb.com a1.ro 24%
12% 9%
12% Case Studies

12% 9% cancan.ro
a1.ro twitter.com 7%
11% 9%
3% 15% 10%
filme-bune.net stirileprotv.ro cinemagia.ro
11% 9% 11%
Info source: Gemius

Online Consumption
More than 9 out of 10 teens access the Internet weekly,

almost all from their mobile phone. Video Content
Device possession Daily online Time In comparison with general urban population, this
segment owns most of the devices on which they can use Online
the Internet. Playing games weekly is one of their main Activities
27% 10% activity, that’s why they have highest gaming console
<60 Min possession from all investigated segments.
Desktop 7% Audio Content
35%
Being connected is a way of living for this segment, you
10% can find them online more than 240 minutes per day. Editorial
61-120 Min Content
31% 9%
Laptop/Notebook/Net
book Offline
37%
8% At least Weekly All urban Teens Activities
121-180 Min
9% Shopping
26%
Online 68% 94%
Behavior
Tablet
34% 6%
181-240 Min Consumer
9% Accessing device Values
86%
8% 66% Consumer
Gaming Console 23% 51% 54%
Particularities
Possession
17%
240+ Min 13% 17% 6% 9%
46%
Pc Tablet Mobile Phone Tv Case Studies

(Desktop/Laptop)

PC Usage
Purposes
16%
Play (Games) 35% Video Content
45%
26%
20% Online
Listen Music 35%
38% Activities
32%
27%
Surfing The Internet 35% Audio Content
37%
33%
20% Teens use the PC mainly for Editorial
Watch Movies 32% entertaining purposes: play games,
35% Content
29% listen to music, surfing the Internet,
16%
watch movies. Only 1 out of 4 use the
Offline
Educational Purpose/Self Study 25% PC also for educational purposes, still
26% Activities
25% significantly higher than general urban
population.
20% Shopping
Electronic Mail (E-Mail) 19%
16% Among this segment, men seem to Behavior
22%
highly use their PC for gaming.
9% Consumer
17% Values
13%
11% Consumer
Online Shopping 12% Urban population Particularities
11%
14%
Teens
6% Case Studies
Listen To Radio 7%
8% Men Teens
6%
4% Women Teens
Irc (Chat) 7%
8%
5%

Mobile Usage
Video Content
8% 5%
180+ Min 14% 100+ 15%
12% 13% Online
16% 16% Activities
6% 4% More than 9 out of 10 teens have a mobile phone and 7
121-180 Min 9% 50-100 8% out of 10 own a smartphone, especially women.
6% 9% Audio Content
11% 7%
This segment likes to be connected, that’s why they
16% 6%
17% 15% spend a lot of time talking on their phone or sending Editorial
61-120 Min 31-50 SMS, some of them send more than 100 per day. Content
17% 13%
17% 18%
30% 12% Offline
31-60 Min 25% 11-30 19% Activities
28% 22%
23% 15%
Urban population 96% have a mobile 55% own a Shopping
< 30 Min 23% < 10 25%
26% Teens 24%
21% 26% 95% have a mobile 74% own a Consumer
phone smartphone Values
7% 32%
9% Men Teens 15%
Not At All Not At All 93% have a mobile 71% own a
8% 16% Consumer
9% 13% phone smartphone
Particularities
Women Teens
Dk/Na 4% Dk/Na 4% smartphone
4% 4% phone Case Studies
4% 4%

Mobile Usage

Video Content
51%
Messenger/chat 80%
53% 83%
Photo Camera 65% 77% Online
64%
67% 43% Activities
I access social networks 73%
35% 74% Teens use to a greater extent than
53% 71% urban population all mobile phone
Internet Audio Content
52%
53% 42% features, as they are dependent on
66%
I Send Sms/Messages
63% this device.
32%
51% 68% Top 3 features used are: photo Editorial
Video Camera
51% 40% camera, Internet and video camera, Content
50% 63% as they like to be connected and
Make pictures/photos
60%
22% 66% seen/admired. Offline
Bluetooth 40%
44% 32% Activities
36% 62% Top 3 weekly activities that teens
View/listen music/movies
61% make on their mobile phone are:
23% 63% Shopping
3G (Video Messages) 39% communicating through Behavior
38% 23% messenger/chat, accessing social
40% Play games on the mobile 52%
phone 60% networks platforms and sending
18% 43% Consumer
SMS/messages.
Mp3 Player 34% Values
37% I Make Payments/Online
37% We notice a preference among men
31% 48%
Shoppings 48% from this life stage to use their
48% mobile phone more for playing Consumer
20%
31% games. Particularities
GPS 18%
27% I Use Email
43%
43% Case Studies
19%
31% Teens 31%
Other Equipment Connection
31% I Access News Sites 42%
31% 42%
Men Teens 41%
21%
26% 24%
Radio 37%
28% I Access Other Site Types
25% Women Teens 39%
35%

Video Content
94% 91% google.ro 93%
google.ro google.ro 92%
94% 89%
79% 82% youtube.com 80% Online
youtube.com youtube.com 89%
90% 85% Activities
84% 82% facebook.com 83%
facebook.com 82% facebook.com 78% 81%

google.com google.com google.com
70% 62% 67%
63% 58% yahoo.com 61%
yahoo.com
46%
yahoo.com
46% 48% Editorial
Google, YouTube and
33% Facebook are the top
Content
wikipedia.org 33% wikipedia.org 31% wikipedia.org
46% 39% 42%
three online platforms
29% 31% 30% that Teens from both Offline
betano.com betano.com betano.com
urban and rural areas like
43% 37% emag.ro 41% accessing.
emag.ro emag.ro 35%
35% 32% Shopping
9% 35% olx.ro 36% Their curiosity reflects in Behavior
tpu.ro olx.ro 25%
29% 22% high % of them visiting
21% 11% unibet.ro 17% Wikipedia. Consumer
wordpress.com tpu.ro 24%
27% 22%
Values
38% 18% tpu.ro 10%
olx.ro unibet.ro 24%
27% 21%
Consumer
13% 21% wordpress.com 22%
instagram.com wordpress.com 21% Particularities
26% 21%
17% 14% instagram.com 13%
unibet.ro instagram.com 21%
24% 19%
Case Studies
12% 15% adevarul.ro 25%
scribd.com microsoft.com 20%
23% 18%
5% 23% scribd.com 12%
brainly.ro adevarul.ro 18%
22% 17%
Urban/Rural/National population Teens
Info source: Gemius

TECH & WEB

Video Content
79% 82% 80%
youtube.com youtube.com youtube.com
90% 85% 89% Online
facebook.com facebook.com facebook.com
82% 78% 81%

tpu.ro tpu.ro tpu.ro
29% 22% 24%
14% 13% Editorial
13% instagram.com
instagram.com instagram.com Content
26% 19% 21%
11% As opposed to all other
12%
12% pinterest.com segments, Teens (from both Offline
pinterest.com pinterest.com
13% 10% 12% urban and rural areas) are Activities
9% 9%
more present on YouTube than
10% twitter.com they are to Facebook (still
twitter.com 9% twitter.com Shopping
10% 10% both remain in top preferences Behavior
3%
4% 4% in terms of most accessed
reddit.com reddit.com
6% 7% reddit.com social networks).
6% Consumer
6% Values
4% messenger.com 3%
quora.com 5% quora.com
5% 5%
3% Consumer
2% tumblr.com 7% Particularities
tumblr.com 5% messenger.com
5% 5%
3%
quora.com 2% Case Studies
8% 3%
messenger.com tumblr.com
5% 5%
Info source: Gemius

Video Content
55%
91% Online
83% Activities
23%
Play games on mobile phone weekly 52%
60% Audio Content
43%
26% 9 out of 10 persons from Teens play Editorial

49%
Play games on PC/Wii/ PS/ mobile phone weekly games weekly, men more in Content
55%
42% comparison with women.
Offline
20% Men in this life stage are more likely to
44% Activities
Play games online weekly play games on PC and on their mobile
48%
39% phone.
Shopping
19% Behavior
Play games on social networks weekly 41%
44%
39% Consumer
Values
15%
32% Particularities
16%
Teens
Play games on PC 35%
45% Case Studies
26%
Men Teens
8%
Own a games console 17%
25% Women Teens
9%

Video Content
6% 5%
2% poki.ro
friv.com 9% poki.ro
8% Online
9%
Activities
3% 3%
4% friv.com
8% friv.com
poki.ro 8% Audio Content
9%
3%
steampowered.co steampowered.co 3%
Editorial
3% m 7% m 7%
steampowered.co Content
m 7% Friv.ro, Poki.ro and
4% Steampowered.com are
4% Offline
roblox.com roblox.com the top most accessed
5% 6% Activities
4% gaming websites by Teens
roblox.com from both urban and rural
6% 3% 2% Shopping
y8.com areas. Behavior
y8.com
4% 5%
6% Consumer
loto.ro 4%
2% 5% Values
loto.ro loto.ro
1% 2%
Consumer
3% Particularities
casapariurilor.ro 2% 2%
2% superbet.ro casapariurilor.ro
1% 2%
Case Studies
4% 2% 3%
superbet.ro casapariurilor.ro superbet.ro
2% 1% 1%
Info source: Gemius

Video Content
Audio content they listen to weekly….
In comparison with urban population this segment prefers Online
At least All online audio content. Activities
Teens Teens Men Teens Women
Weekly urban
The classical radio as audio content seems overrated for
Online teens, as 7 out of 10 doesn’t listen it at all. Audio Content
26% 43% 43% 42%
Offline 49% 31% 28% 34%

Editorial
Content

27% 4% Offline
Home 12% 1%
9% 8 Hours Or More 2% Activities
15%
1%
19%
In my car 9% 5% Shopping
5% 5-8 Hours/Day 1%
12% 1% Behavior
1%
At work 4%14%
4% 8% Consumer
5% 3-5 Hours/Day 2%
12%
3% Values
During leisure activities 4%
4% 18%
4%
8% 1-3 Hours/Day 11% Consumer
7%
Public Transportation 7% 14% Particularities
5%
9% 14%
5% Less Than 1 Hour/Day 12%
4% Urban population 13% Case Studies
Shopping/In Malls 3% 11%
6% Teens
1% 51%
4% Men Teens Not At All 74%
At school/University 4% 77%
3% Women Teens 70%


Video Content
Kiss FM 53% Kiss FM 49% Kiss FM 51%
31% 25%
49% 28%
ZU 44% 47%
32% ZU
23%
ZU
28%
Online
ProFM 25% 21% 23% Activities
21% ProFM ProFM
16% 19%
Europa FM 17% 13% 15%
28% Actualitati Europa FM
26%
Rock FM 13% 23% Audio Content
7% Europa FM 12% Digi FM 12%
18% 13%
Digi FM 13% The radio stations that Teens listen to
16% Digi FM 12% Actualitati 10%
11% 25%
Magic FM 12% the most are Kiss FM and Radio ZU (at Editorial
16% Virgin Radio 9% Magic FM 10%
6%
12% a significant distance compared to Content
Virgin Radio 9%
11% Magic FM 8% Rock FM 10% other radio stations).
8% 5%
Actualitati 8%
24% Iasi 5% Virgin Radio 9% Offline
5% 7% 9% In urban areas teens tune in more
National FM 8% Activities
Rock FM 5% Craiova 4% often to Rock FM and Magic FM,
Craiova 4% 3% 6%
5%
Cultural 5% National FM 4% whereas in rural areas they tune in
Ant. Satelor 4% 6%
more often to radio stations such as Shopping
8% 7%
Ant. Satelor 4%
15% Ant. Satelor 4%
Radio Romania Actualitati. Behavior
Bucuresti FM 3%
4%
Craiova 3% Cultural 4%11%
3% 7% 7%
Cultural Consumer
8% Constanta 3% 2%
3% 3% Iasi 5% Values
Cluj
2% National FM 2% 2%
Tg. Mures 2% Bucuresti FM 5%
2% 6% Consumer
Resita 1% 2%
Resita 2% Cluj
Cluj 1% 2%
Constanta 1% 3% Constanta 3%
3% 1%
1% Bucuresti FM 5% Resita 2%
Timisoara 2% Case Studies
4%
0% Timisoara 0% 1%
Iasi Tg. Mures
4% 5% 2%
Tg. Mures 0% 1%
Timisoara 4%
3%
Teens Urban/ Rural/ National Population
Info source: MasoR9

Top 10 Favorite radio programs Urban population Women from this age segment
tend to listen more to radio Video Content
Teens
programs (especially music,
Men from Teens horoscope and health
Women from Teens programs). Online
34% Activities
28% 29%
21% 23% 21%
17% 15% 17% 19%
13% 15% 14%
8%5%12% 8% 9%
7% 7%6%8% 6%5%7% 6%5%6% 5% 7% 6% 5%4%6%
7% 5% 3% 4%
Music Weather Morning Horoscope News Culinary Listeners Live Health Entertainment Celebrities Editorial
News Programmes Recipes Programmes Show Interviews Content
Offline
Activities
Shopping
45% 44% 44%
21% 20%
Consumer
18%
3-5 times/ week 3-5 times/ week 3-5 times/ week Values
31% 29% 30%

1-2 times/ week 1-2 times/ week 1-2 times/ week Particularities
14% 13% 14%
6% 6% 6%
1-3 times/ month 1-3 times/ month 1-3 times/ month Case Studies
5% 4% 5%
Didn't listen to radio 7% Didn't listen to radio 17% Didn't listen to radio 12%
lately 5% lately 10% lately 7%

Type of music listened Video Content

42% Events attended annually
Pop/Disco/Dance 52%
49% Online
55%
Activities
15%
Rap/Hip Hop 34% 22%
37% Any musical events
30% 27%
Audio Content
29%
Other Types Of Music 29% Non-musical events 28%
23% 26% Teens are fans of pop/disco/dance,
36% Editorial
rap/hip-hop and electronic music. Men
12%
Content
of this life stage prefer rap/hip-hop and
Electronic Music/House/Rave 24%
30% electronic music, while women
17% appreciate more pop/disco/dance and Offline
15% Activities
16% Pop/Rock Concerts latino music.
Rock Music 23% 17%
22%
25% This segment attends yearly events to Shopping
17% 10% Behavior
Opera a greater extent than general urban
21% 9%
Oriental Music/Manele 19% population, with a slightly preference
22% 9% towards pop/rock concerts and Consumer
22% Classical Music Concerts
9% modern dance. Values
Latino Music 20%
15%
24% 9% Consumer
Modern Dance
Old Music/Songs 14% Urban population
11% 7%
18% Ballet Or Classic Dance
5% Case Studies
21% Teens
Ambiental Music 13%
8% 7%
19% Jazz Concerts
Men Teens 6%
17%
None 13%
15% Women Teens
10%

Editorial content read weekly…. Video Content

All
At least Weekly Teens Teens Men Teens Women
urban Online
Online 23% 22% 21% 22% Activities
Offline 40% 24% 21% 28%
Regardless the type of content, Teens Audio Content
Books 21% 23% 17% 30%
don’t read editorials, especially
newspapers and magazines.
Editorial
Read magazines…. Content
Books are somehow forced to read, as
28% 17%
16% 16%
29% 31% 23% 33% they are still studying, but they do it
5% 4% Offline
rarely (less than 1-3 times per month).
Activities
Daily Shopping
Read newspapers…. Behavior
28% 27% 29% 38% Consumer

14% 13% 13% 25%
8% 5% Values
Daily Or Almost Weekly 1-3 Times/ Month Less often Never Consumer
Daily
Particularities
Read books…
40% 38%
15% 15%
29% 29% Case Studies
6% 8% 10% 10%

Daily


Video Content
3% 9% 9%
Click Pofta Buna 2% 8% Online
0% csid.ro 7% 6% csid.ro 5%
3% 5% csid.ro 4% 5%
8% 7% 6% Activities
2% 5% 4% 5%
National Geographic 2% 5% 4%
1% descopera.ro 5% descopera.ro 4% descopera.ro 4%
4%
1% 3% 3% 4% Ce se intampla,
Autobild 1% historia.ro 3% 3% eva.ro 3%
2% 3% eva.ro 2% 3% Doctore? and
4% 4% 4% Descopera are the Editorial
3% 3% 3%
1% most red online Content
1% eva.ro 3% 2% historia.ro 2%
Auto Motor Si Sport 2% 2% historia.ro 2% 2% magazines (in both
1% 4% 3% 3%
2% 2% 2% urban and rural areas). Offline
5% 2% 1% Teens prefer reading Activities
1% Clickpentrufemei.ro 0% Clickpentrufemei.ro 1% Clickpentrufemei.ro 0%
Practic In Bucatarie 1%
3% 2% 2% either educational or
3% 3% 2% 2%
glossy type of content Shopping
2% one.ro 1% 1% viva.ro 1%
1% 0% promotor.ro 2% 1% online. Behavior
Practic-Idei Pt Casa/Gradina 2% 1%
2% 0% 2%
1% 2%
2% OKmagazine.ro 1%
one.ro 1% one.ro 1% Consumer
1% 1% 1% 0%
Sanatatea De Azi 0% 1% 1% 1% Values
2% 2% 1% 2%
viva.ro 1% 1% OKmagazine.ro 1%
3% 0% OKmagazine.ro 1% 1% Consumer
Click Sanatate 1% 1% 1% 1%
0% 1% 1% 1% Particularities
psychologies.ro 1% psychologies.ro 1% Dilemaveche.ro 1%
1% 1% 1% 1%
Historia 1% 1% 1% 1%
1% 3% 1% 1% Case Studies
promotor.ro 1% 0% psychologies.ro 1%
1% viva.ro 0% 1%
2% 1% 0% 1%
Libertatea Pentru Femei 1%
1% 1% 1% 2%
1% Dilemaveche.ro 0% 0% 1%
0% kmkz.ro promotor.ro 1%
1% 0%
0% 0%
Urban/ Rural/ National Population Teens Men from Teens Women from Teens


Video Content
4% 27% 23% 25%
Click Ghid Tv 2%
adevarul.ro 22% adevarul.ro 17% adevarul.ro 20%
21% Online
2% 25% 18% 20%
20% 17% Activities
3% 15%
18% 13%
3% 9% libertatea.ro 7% libertatea.ro 8%
8%
Libertatea Pentru Femei 2% libertatea.ro 8% 7% 8%
10% 7%
Retete 0% 9% Audio Content
9% 8%
6% 6% evenimentulzilei.ro 8%
gandul.info 5% evenimentulzilei.ro 4% 7%
8%
2% 6% 7% Adevarul and
Gazeta Sporturilor 1% 14% 9% 12%
1% cancan.ro 7% Libertatea are the most Editorial
cancan.ro 6% Click.ro 5% 8%
4%
8% 4%
8% 5% read online newspapers Content
10%
Gazeta Sporturilor De 2% 11% 6% (among both urban and
1% 5% 5% Click.ro 5%
6%
Duminica 2% evenimentulzilei.ro 4% gandul.info 5% 5% rural inhabitants).
0% 6% 4% Offline
11% 7%
10% Activities
3% 5% 4% gandul.info 4%
4% Regarding the printed
1% Click.ro 5% cancan.ro 6% 5%
Click 5% 2%
1% 8% 5%
7% version, Teens like to
zf.ro 2% Shopping
zf.ro 3% zf.ro 2% 2% read Click Ghid TV.
2% 3%
3% 2%
2%
2% Behavior
Libertatea 1% 3%
2% 4%
1% 2% ziaruldeiasi.ro 2%
1%
theguardian.com 1% capital.ro 2%
2% 2% Consumer
2% 1% 5%
1% 6% 2% Values
Evenimentul Zilei 1% capital.ro 2%
0% capital.ro 2%
2% ziaruldeiasi.ro 1% 2%
1% 1% 1% 1%
1% 2%
3% 1% Consumer
Libertatea-Supliment 2% 2% theguardian.com 1%
1%
1% ziaruldeiasi.ro 1% theguardian.com 1%
Weekend 1% 2% 1%
2%
2%
1% 1% gds.ro 1%
1%
2% gds.ro 1% cotidianul.ro 1% 1%
1% 1% 0%
1% Case Studies
Click De Duminica 0% 1%
2% 1% 1%
cotidianul.ro 1% cotidianul.ro 1%
1% gds.ro 1% 1%
1% 1%
1% 1%
0% 2% 1%
Adevarul 1% 1% 1% viata-libera.ro 1%
0%
viata-libera.ro 1% viata-libera.ro 1% 1%
0% 1% 0%
1%
Urban/ Rural/ National Population Teens Men from Teens Women from Teens

No of books bought in last year Video Content

67% 61% 73%
49%
9% 10% 5% 16% 8% 9% 6% 12% 16% 19% 16% 22% Online
Activities
Urban population Teens Men Teens Women Teens Audio Content
Teens rarely read a book that’s why
they buy less than 1-2 books per year (2 Editorial
Book genre Buying place out of 10 respondents). Content
18% 28%
Prose 21% Men do not show a preference for a
13% Bookshop 30% Offline
30% 23% genre, while women prefer to read
38% Activities
14% prose.
15% 8%
Other Kind Of Books 10% Mail'Order 11%
21% 10%
12% The most frequent place to buy books is Shopping
10% 9% at bookshop, followed by mail order Behavior
Specialized Books 10% Book Market 10%
6% 8% and book market. Women show a
14% 12% Consumer
8%
preference to buy books from the
5% Values
Science Fiction 9% Hypermarket/Supermarket 9% bookshops.
9% 7%
9% 11%
6% Printed Press Distribution 11% Consumer
Poetry 9% 8% Particularities
7% Stall 5%
11% 11%
9% 9%
7% Second Hand Bookshop 6%
Children Books 5% 5% Case Studies
7%
10%
5% Romanian Internet Sites 6%
Political/Historical/Social 6%
6% (Www.Adresa.Ro) 3%
Themes 5% 8%
7% 54%
56% Do Not Buy 51%
53% 58%
None 63% 43%
42%

Summer Book Buying Behaviour Video Content

40.7% 38.4% 46.8%
33.9%
Online
Activities
Summer Books Buying
Audio Content
Urban population Teens Men from Teens Women from Teens
Teens like to disconnect during the

Editorial
summer and turn to the world of books.
Info Sources Books Books Purchase Location Compared to all other age segments, they
Content
68% buy the most books during the summer
In store 73%
71% 66% (especially women). Offline
75% Activities
49% 53%
Search engine 23% Online order
21% 71% The main source of information and
25%
27% 38% inspiration for their next book purchase Shopping
Social networks 20% are libraries/ book stores. Behavior
29%
13%
16% 26%
Blogs 17% As for the purchasing activity itself, men Consumer
21% 43%
13% Supermarket
25% 36% from this age segment like to procure Values
Product websites 13% books online whereas women prefer the in
14% 50%
13%
3% store experience. Consumer
Other 13%
0%
16% 30%
Friends, relatives 7% Hypermarket
0% 29%
13% Case Studies
Newspapers, magazines, 12% 31%
3%
print 0%
6%
9% 2%
TV 0%
0% 0%
0%
Petrol station
5% 0%
Radio 0%
0%
0% 0%

12% 54%
More Than 8 Hours/Day 8% Go for a walk 66%
10% 60%
5% 71% Video Content
48%
12% I meet with my friends 69%
19% 66%
5-8 Hours/Day 71%
23%
15% 21% Online
Going shopping 30%
20%
27% 39% Activities
3-5 Hours/Day 33% 20%
31% Practice sports/fitness 34%
36% 41%
27%
1-3 Hours/Day 36% Make photos 21%
32% 20%
22%
40% 12% During weekdays Teens spend around
6% I ride the bike 19% 3-8 hours per day outside. Editorial
23%
Less Than 1 Hour/Day 3% 15%
3% 11% Content
3% Go on trips 15% Weekends are made to spend time with
17%
13%
11% friends and have fun, they spend Offline
Time spent outside Weekends Go the cafes 18% between 5 and 8 hours outside.
16%
21%
Activities
10%
9% Visit free markets/exhibitions 11% Main Teens out of home activities are:
11% 8% Shopping
10% 9% going for a walk, meeting with friends, Behavior
Bars pubs 12% going shopping and practicing
14%
15% 10%
5-8 Hours/Day 26% 6% sports/fitness. Consumer
32% Go to hairdresser/barber 9%
21% 6% Values
11%
31% 6%
30% Going to the cinema 11%
3-5 Hours/Day 12%
31% 11% Consumer
30% 6%
Go to manicure/cosmetics 9% Particularities
35% 3%
27% 14%
3%
6% Case Studies
6% 4%
Less Than 1 Hour/Day 3% I attend NGO meetings 5%
2% 3%
4% 6%
2%
Go to clubs 4%
5%
3%

Summer Outings Frequency Info Sources Festivals/ Concerts

37% Search engine 56%
Several times/week 47%
39% 75%
35% Online
32%
26% Social networks 26% Activities
Once/week 21% 21% Teens like spending their summer days at
18% 38%
26% concerts and/or festivals (men more than
24% women). Audio Content
23% Friends, relatives 22%
23% 21%
2-3 times/month 25%
26% They take advantage of their free time during
22% 34% the summer vacation to enjoy their freedom Editorial
Product websites 19% Content
8% 21% and go out several times per week.
Once/month 15% 13%
16%
13% 21% When researching concerts and/or festivals, Offline
TV 4%
0% Teens turn to online sources (especially Activities
7% 13%
Once every few months 4% women who use search engines and social
0% 12% networks to find out more). Shopping
5% 4%
Newspapers, magazines, print 0% Behavior
4% 13%
Once every 6 months/less 0%
0% 4% Consumer
0% Other 4%
0% Values
1% 13% Concert/ Festival ticket purchasing
Never 0% 16%
0% 0% 37% 43% Consumer
0% Radio 25% 32%
0% Particularities
0%
2%
Dk/Na 0% 15%
0% 0% Bilete la concerte/ festivaluri de muzica
Blogs 0% Case Studies
0%
0%
39%
In store 0% Men from Teens Women from Teens
0%
0%

Video Content
81% 83%
70% None 73%
None 66% 71%
74% 75% Online
8% 7% Activities
Football 13% 14%
22% Snooker
4% 20%
8% Overall, the general interest in practicing
3% sports or other similar activities is lower Audio Content
Basketball 8% 7% than general urban population. Teens
8% Aerobic/Fitness 11%
8% 10% seem to be attracted by sports as
12% Football (especially men) and Basketball. Editorial
4%
Other Sport 6% Content
6% 3%
7% Roller Skating/Skateboard 9% Snooker, aerobic/fitness and roller
6% skating/skateboard are a few activities Offline
3% 11%
6% for which teens have a slightly higher Activities
Handball 5% 6% affinity than all urban population.
7% 6%
Other Activity
3% 7% Shopping
6% 6%
Voleyball 5% Behavior
6% 5%
Jogging 5% 82% Payed to attend
3% 4% 78%
74%69% Consumer
Lawn Tennis 6% 7%
6% Values
5% 3%
3% Camping (Tent Trip) 4%
5% 4% Consumer
Athletics 4% 15%
6% 7%10% 5% 2%3%4%3% 2%3%3%3% 1%3%4%2% Particularities
4%
2%
2% 2%
Figure Skating 5% Golf None Football Basketball Other Sport Athletics
4% 2% Case Studies
5% 3%
2% Urban population Teens Men Teens Women Teens
4% Extreme Sports (Bungee
Cycling 4% 2%
5% 2%


88%
Watching TV 83% Video Content
84%
83%
Online
52% Activities
Use the computer 66%
67%
65%
Audio Content
47%
56% At home, teens like the most
Visit Persons & Receive Visits Editorial
55% using the computer and play
57% PC/Wii/PlayStation/Mobile Content
Phone games and spend time
26% Offline
49%
with their friends.
Play Pc/Wii/Playstation/Mobile Phone Activities
55%
42% Women don’t seem to have a
favorite weekly home activity, Shopping
20% while men enjoy playing Behavior
34%
Practice Sports/Fitness PC/Wii/PlayStation/Mobile
41%
27% Phone games. Consumer
Values
49%
Listening Radio 31%
28% Consumer
34% Particularities
Urban population
47%
26% Teens Case Studies
Cook From Pleasure/Passion
16%
37% Men Teens
21% Women Teens

Reading Books (Others Than Books School) 23%
17%
30%

Shopping Behavior

Video Content
77% 77%
Product's characteristics
Many Different Products 75% 67% Online
79% 62%
59% Activities
64%
I Enjoy Shopping Of Any Kind 69%
58% Price 55%
80% 54% Being the youngest segment investigated, Audio Content
72% 56%
teens aren’t yet the main household
When I Buy Something I First Check 68% 49%
shoppers, that’s still their parents role.
Price 62% 46% Editorial
74% Brand
45% Content
72% 46% Teens enjoy shopping of any kind as they
I Tend Not To Change The Brand 67% don’t feel the pressure of paying the
64% 36%
69% products bought. They feel the urge to be Offline
Previous experience 29%
30% updated with the latest trends that’s why Activities
53% 28%
I usually go through stores just to 66% they go through stores to see what’s new
see what's new. 57% and buy new products out of curiosity. Shopping
76% 26%
Special offers 19% Behavior
66% 19%
Pay More For Service to Make My 66% 19%
Life Easier 63% Consumer
69% 15%
Values
67% Expert recommendations 10% Main shopper
When Visit Stores I Like to Get 62% 9% 75%
Some Advice 59% 11% 37% 32% 41% Consumer
65%
15%
Particularities
52%
I sometimes buy a new product out 60% Friends' recommendations 10%
of curiosity. 57% 9% Yes
55%
I usually ask for advice before 5%
60% Men Teens Women Teens
purchasing a new product. 61% Commercial information 6%
60% 5%
7%
58%
It happens that the advertisement 60%
of a product reminds me to buy it. 56%
65%

97%94%93%96% Shop… Urban population
44%37%51% 42%36%48% Teens Teens shop online more than the urban
33% 32% 26%24%28% Video Content
15% Men Teens population does, especially from both
Women Teens Romanian and abroad e-shops.
Shop offline Shop online Shop online in Shop online abroad Online
Romania On a weekly basis, the most frequented Activities
stores are small neighborhood stores.
Teen women seem to visit more the Audio Content
63% 68%
50% 44% 44% 42% hypermarkets (Kaufland, Carrefour and
26% 29% Auchan) most probably because are
7% 12% 6% 8%
located in shopping malls. Editorial
Content
Small Market Supermarket Hypermarket Cash&Carry Diy
neighbourhood
Offline
stores
Activities
Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances stores in L3M
Shopping
Kaufland 69% Lidl 66%
64% 61% 35%
74% 71% Altex
48% 36% Consumer
50%
49% Profi 53% 34% Values
Carrefour 44% 51%
55% 56%
39% 23% Consumer
38% 28%
39% Penny Market 39% Flanco Particularities
Auchan 32% 36% 27%
47% 42%
24% 28%
16% Billa 13%
Selgros 15% 25%
28%
17% 18%
21% Media Galaxy
17% Mega Image 20% 19%
Cora 15%
14% 17%
22% 17%
17%


Video Content
14% 25%
Price 20%
18% Payment On Delivery (Cash Or Card) 30% Online
22% 31%
8% Activities
28%
Terms Of Delivery: Timing/ Costs 9%
8% 7%
10%
4% 7% When purchasing online, the most important Audio Content
Payment On Website - Card criteria is the price, as they still depend on their
6% 8%
Website Reputation 6% 6% parents revenue.
7% Editorial
4% 4%
6% This segment is forced to pay on delivery, as most Content
Personal Experience Payment On Website - Virtual Bank 5%
6% of them don’t have their own card and procure
6% Account 6%
5% 4% cash form their parents. Offline
Special Offers 5% Activities
5% 5%
5% Online Banking-Transfer In Supplier'S 5% Shopping
3%
Detailed Information About The Account 5%
4% Behavior
Products/Serv 5% 5%
4%
2% 4% Consumer
Acquaintance Recommendation 3% On Bank'S Counter-Transfer In 4%
1% Values
3%
2% Consumer
Wide Range Of Products/Brands 3% 5%
3% Particularities
3% 6%
Other Type Of Payment
2% 6%
Comments Posted By Clients 3% 6% Case Studies
2%
4%
1% Urban population Teens
Other 3%
3%
2% Men Teens Women Teens

Video Content
Purchased products from Romanian online retailers Purchased products from foreign websites
7% Online
11% 3%
Clothing (Including Lingeries) 10% Clothing (Including Lingeries) 6% Activities
13% 6%
5%
5%
Selfcare Products 10% 3%
7% Footwear 6% Audio Content
12% 7%
4%
5% 2%
Footwear 9%
8% Selfcare Products 5% Most bought products Editorial
11% 5%
5% 5% from both Romanian Content
7% 3%
It&C Products (Pc/Laptop/Printer) 4% or foreign websites
6% Audio-Video Content
8% 7% are clothes, self-care Offline
2%
4% products and Activities
6% 1%
Audio-Video Content 6% 4% footwear.
It&C Products (Pc/Laptop/Printer) 4%
5%
6% 5% Shopping
6% 1% Behavior
Books 3% 3%
Small Appliances (Iron/Friteuse) 4%
8%
4% 3%
1% Consumer
Small Appliances (Iron/Friteuse) 5%
4% Books 2% Values
6% 2%
3%
3%
Large Appliances (Refrigerator/Cooker) 4% 1% Consumer
4% (Non)Alcoholic Beverages 2%
4%
1%
Mobile Phone 3% 1%
4% 2% Case Studies
2%
2%
2% Household Cleaners 2%
4% 1%
3%

74%
Sunscreen 81%
64%
88%
84% Summer seasonal products are on Teens’ shopping lists, especially those that Video Content
Clothing 78% they use during fun escapes from the city – sunscreen and bathing suits. They
63%
89% also take advantage of this time of the year to renew their wardrobe by
77% Online
74%
purchasing clothing and shoe ware.
Shoeware 68%
84% Activities
45% Teens rarely plan their purchase journeys. They prefer buying from online stores
Bathing suits 70% and supermarkets and once in a while they enjoy the spontaneous shopping
65%
79% experience – such as buying bathing suits from beach stores. Audio Content
42%
Sunglasses 67%
79%
53%
Editorial
59%
83%
Teens Content
Ice cream 56%
64%
61% Petrol Neighborhood Beach Concerts/ Cafes/
Fizzy drinks 52% Order online Supermarket Hypermarket
Station
Pharmacy
store stores festivals Restaurants
Other Offline
43% Activities
64%
5… Clothing 66% 9% 3% % % 3% 5% % % 16%
Cosmetics 52% 62% 27% 24% % % 4% 15% % % 2%
49% Shoes Shopping
53%
34% Bathing suits 33% 13% 29% % % % 58% % % % Behavior
Books 41% 27% 14% 18% 31% 2% 4% 33% 2% % 6%
38% Sun glasses
47%
27% 33% 28% 2% 30% % 13% % % % Consumer
25% Sunscreen
43% 45% 18% 29% % 24% % % % % 8% Values
32% Cosmetics
% 45% 37% 21% % 26% 18% 3% 29% %
44% Fizzy drinks Consumer
Yoghurt 33% % 36% 29% 7% % 7% 14% 7% 21% %
20% Beer
47% Particularities
20% Ice cream % 52% 45% 32% % 41% 36% 5% 11% 2%
Mousse dessert 26%
35% Yoghurt % 52% 28% 8% % 12% 8% % % 4%
16% Case Studies
67% Mousse dessert % 63% 58% % % % % % % 5%
Beer 19%
24% Sportswear 63% % 50% % % % % % % 13%
16%
32% 53% 43% 30% % % % % % % 20%
Sportswear 11% Books
26%
11% Concert/festival 74% % % % % % % 26% % 15%
tickets
Urban population Teens Men from Teens Women from Teens
HUMAN DESIRES
Belong Video Content
Online
Something For
Control to happen more
Connect Place & Activities
Audio Content
Useful
Editorial
Content
Offline
TEENS ARE NOWADAYS THE HYBRID BETWEEN DREAMERS AND Activities
REALISTS, SEEKING CONTROL, SOMETHING TO HAPPEN, MORE,
CONNECTIONS AND A SENSE OF BELONGING AND FINDING THEIR Shopping
PLACE
Behavior
Nowadays Teens are becoming more and more aware of different that other segments. As a result, they know that it’s possible for
Consumer
contexts from a younger age. Digitally native and naturally anyone to leave their mark on the world and that’s what they
curious, Teens are influenced not only by family, loved ones, want for themselves (for more). They want total control of their
Values
friends and high school colleagues, but also by all the information own decisions and they want to see results quickly (something to
that is available to them online. Consequently, they learn from an happen). Consumer
early age where to look for the needed information. Particularities
During their transition from childhood to early adulthood, Teens
Similarly to other targets, Teens look after a life full of aspire to create meaningful connections that will shape their life’s Case Studies
fulfillments. They are at an age when they start to recognize their journey (connect). They are at an age when they shift validation
own potential and drivers. As such, they realize quickly that they and approval from their family/parents to that of their circle of
are the only ones who can lead them to achievements. Since they friends or peers.
are a generation that has grown up in front of a screen, during the While men from this age segment strive to find a sense of
age of information, they have seen success stories more often belonging (to new groups), women from this segment desire to
feel needed and useful to others.

HUMAN DESIRES

Video Content
5% 46%
Loved ones 60%
5% 57%
Very unhappy 63% Online
3% 10%
Work 10% Activities
7% 13%
5%
9%
3% Health 7%
7% Audio Content
2% 8%
Unhappy 4%
2% Fulfillment 4%
5%
2% 2%
6% Editorial
Love 3% Content
32% 2%
6%
28% 3%
So and so Free time 3%
30% 3% Offline
3%
25% 3% Activities
Hobbies 3%
44% 3%
2%
Urban population 5%
Shopping
46% 2%
Happy Spirituality 3% Behavior
48% 1%
43% Teens 2%
Weather 2% Consumer
3%
1%
16%
3%
Values
Men Teens 2%
19% Dk/Na 2% Teens have high levels of happiness. The main
Very happy 2%
17% reason for their happiness are their loved ones Consumer
Women Teens 3%
23% Travelling 2% who inspire them and who help them grow. Particularities
0%
4%
2% While women from this age segment seek love,
Music 2%
2% Case Studies
1% men start thinking at a career or business idea
3%
Peace and relaxation 1% that will make them happy.
1%
3%
1%
0%
1%

Consumer Particularities: Sea and Festival two words teens cannot miss!
Video Content
Even though Teens didn’t attend musical events so much in the past
years (source: SNA Focus), this year almost half of Neversea
Online
participants were from this segment.
Activities
Most of them came to see their favorite artists, this being visible in the
volume of social mentions related to their performances. 24 brands Audio Content
were present during festival with different activations that made one of
the most mentioned theme in social media.
Editorial
Brands that obtained highest number of shares were those which Content
offered participants useful information and experiences like taking a
break from music and enjoying a movie, converting steps into tokens, Offline
getting people to enjoy artistic moments, allowing them to disconnect Activities
from the festival madness and connect more through their senses.
Shopping
Behavior
Consumer
Values
Consumer
Particularities
Case Studies
Starcom Property Research Data

Case Study: Samsung S9 Do Epic Shots
Video Content
As for youngsters one of the most important brand consideration aspect is to
have relevant product experiences, in summer of 2018 Samsung decided to Online
communicate with them during most desired fun experiences - music festivals, Activities
the biggest opportunity to interact with them.
Considering the fact that festivals are generating a high amount of photo and Audio Content
video content in social media during summer, S9 came up with a contextual
campaign “Do epic shots, with Galaxy S9” and make your summer holiday
memorable. Editorial
Content
The campaign captured all festival related experiences:
• Before the festival: the search after the Epic Squad was launch, creative Offline
groups of friends submitting their greatest group shot and winning festival Activities
tickets, accommodation, a brand new Galaxy S9 and one of a kind experience
with their loved influencers Shopping
• During the festivals, Samsung influencers dared participants to take epic Behavior
shots and to have epic fun experiences using Samsung technology (e.g. VR,
slo-mo videos); Vice editorials guide festival goers to make most of festivals Consumer
experience; Values
• A post festival film with epic squad experience, shot entirely with S9 was
released in social media after festival ended. Consumer
Particularities
Case Studies
Video Content
Men from Women from

All Families without Online
At least Weekly Families without Families without
urban kids Activities
kids kids
Watch TV offline 88 91 91 90
TV continues to be watched mainly offline Audio Content
among this segment.
Watch TV online 39% 37% 42% 32%
Families without kids are an aging Editorial
population with a preference for more Content
Device possession Type traditional devices, such as a radio set and
28% cameras with aim built in. Similar to other Offline
Tube Activities
97% 32% segments, almost all own a first TV set
First Tv Set and about half own a second.
97% 23%
LCD Shopping
22% Families without kids own more regular Behavior
59% 23% TV’s and less Smart TV’s than the general
Second Tv Set Plasma population. Consumer
59% 21%
Values
15%
LED
38% 14% Consumer
Radio Set
41% Particularities

Compact Camera Regular
(with aim built-in) 16% 55%
22%
SmartTV
14% 19%
Independent DVD
Families Without Kids

13% 13%
Video Content
16% 12%
ROMANII AU TALENT 15% 15% ROMANII AU TALENT 16%
LAS FIERBINTI 16% 15%
17% 16% Families without kids have
11% 14% Online
14% 11%
14%
TV preferences which are in Activities
LAS FIERBINTI 15% LAS FIERBINTI 14%
16% ROMANII AU TALENT 15% 16% line with those of the
12% 13%
8%
15% general population’s (on a
9% 8%
10% national level). Audio Content
NEWS PRO TV 19:00 13% WEATHER - PRO TV NEWS 19:00 11%
11% STEAUA SUFLETULUI/COBAN YILDIZI 12%
10% 10%
15% 10% Both men and women enjoy
8% 9% 8%
watching entertainment Editorial
SPORT - PRO TV NEWS 19:00 10% STEAUA SUFLETULUI/COBAN 10%
12% WEATHER - PRO TV NEWS 19:00 11%
7% shows such as Romanii au Content
9% 12% YILDIZI
11% 13%
8% 8%
Talent and Las Fierbinti.
7% Offline
10% 10%
While men enjoy watching
WEATHER - PRO TV NEWS 19:00 11% ACCES DIRECT 10% SPORT - PRO TV NEWS 19:00 Activities
9% 11% sports news and football
9% 11% 9%
6% 11% 8% games, women prefer
FOTBAL - CAMPIONATUL 9% 10% turning their attention to Shopping
13% EXATLON ROMANIA 10% NEWS PRO TV 19:00
MONDIAL
5%
9% 10% soap operas or dramas Behavior
11% 9%
6% 8% 8% (such as Steaua Sufletului).
CE SPUN ROMANII 9% 9% FERMA VEDETELOR 9% Consumer
9% FERMA VEDETELOR 10% 8%
9% 9%
In urban areas, women from Values
9%
7% 9% this age segment also enjoy
8%
FERMA VEDETELOR 8% 9% EXATLON ROMANIA 9% culinary shows such as Chef Consumer
8% SPORT - PRO TV NEWS 19:00 10% 7%
9% 9% 11% la Cutite. Particularities
6% 7% 6%
STEAUA SUFLETULUI/COBAN 8% 9% FOTBAL - CAMPIONATUL 8%
5% ROATA NOROCULUI 8% 12%
YILDIZI
11% 9%
MONDIAL
5%
Case Studies
7% 7% 6%
CHEFI LA CUTITE 8% NEWS PRO TV 19:00 9% CE SPUN ROMANII 8%
6% 9% 8%
10% 8% 8%
Urban population Families without kids
Men from Families without kids Women from Families without kids


Video Content
57% 14%
53% Any audio-video content 12%
Comedy 13% Online
53%
52% 10% Activities
52%
Action Movies 50% Audio Content
62%
40%
39% 6% Families without kids enjoy Editorial
38% 5% watching comedies together. Content
Love Movies Music-Albums Of Author
26% 6% Men prefer watching action
49% 5%
movies, while women enjoy Offline
31% 5% love movies and soap operas. Activities
31% Movies 4%
Drama 4%
28% Is the segment less likely to
33% 3% Shopping
buy audio-video content.
20% 3% Behavior
23% Music-Compilations 2%
Soap Operas Consumer
9% 2%
35% 2% Values
20% 3%
21% Cartoons/Movies/Music/Stori 2% Consumer
Other Movies Particularities
21% es For Children 1%
21% 2%
2%
Families Without Kids Case Studies
None 19% 1%
19% Men Families Without Kids Pc Games
1%
18% Women Families Without Kids 1%

Online Consumption
Video Content
Device possession Daily online Time
Online
Being a more mature segment, Families without kids Activities
27% 10%
own less devices and spend less time online in
Desktop <60 Min comparison to the general population.
Most access a desktop/laptop or a mobile phone, but
at a lower rate than the general urban population.
10% Editorial
31% 61-120 Min Content
Laptop/Notebook/Net
9%
book
24%
Offline
8% At least Weekly All urban Families without kids
Activities
121-180 Min
26% 6% Shopping
Tablet
19%
Online 68% 52% Behavior
6%
181-240 Min Consumer
5% Values
8%
Gaming Console Accessing device
Possession 51% 54% Consumer
5% 23% 40% 37% Particularities
240+ Min 13% 9% 6% 4%
13%
Urban population
Pc Mobile Phone Tablet Tv Case Studies
Families without Kids
(Desktop/Laptop)

Video Content
84% 82% 83%
83% 81% 84%
Online
75% 81% 76%

21% 13% 21%

digi24.ro instagram.com digi24.ro Content
18% 11% 17%
14% 11% 12% Similarly to Families Offline
cancan.ro digi24.ro cancan.ro with kids, the main Activities
17% 10% 16%
platforms that they like
12% to access are Shopping
15% 12% linkedin.com
linkedin.com a1.ro
15%
Facebook, YouTube and Behavior
16% 10%
Stirile ProTV
10% 12%
12% a1.ro
Consumer
a1.ro cancan.ro
14% 9% 15% Values
12%
10% 10% Consumer
romaniatv.net tpu.ro romaniatv.net
11% 9%
13%
mediafax.ro romaniatv.net instagram.com
13%
10% 9%
instagram.com cinemagia.ro mediafax.ro
11% 7% 11%
Urban/ Rural/ National Population Families with kids
Info source: Gemius

Video Content
94% 91% 93%
google.ro google.ro google.ro
94% 93% 94%
84% 82% 83% Online
79% 82% 80%
youtube.com youtube.com youtube.com 76%
75% 79%
75% 74% 74%
63% 58% 61%
yahoo.com yahoo.com yahoo.com Editorial
66% 65% 65%
43% 37% 41% Content
emag.ro emag.ro emag.ro
43% 42% 43%
38% 35% 36% Offline
olx.ro olx.ro olx.ro
33% 23% 33%
wikipedia.org adevarul.ro wikipedia.org
31% 32% 31% Families without kids Shopping
27% 31% 25%
adevarul.ro
mostly access big Behavior
adevarul.ro wikipedia.org 30%
31% 31% international giants
29% 31% 30% (Google, Facebook,
betano.com betano.com betano.com Consumer
26% 26% 26% YouTube, Yahoo), Values
21% 21% wordpress.com 22% followed by retailer
wordpress.com wordpress.com 23%
22% 22% websites (Emag and
17% Consumer
20% 15% stirileprotv.ro Olx), news websites
stirileprotv.ro
21%
stirileprotv.ro
(Adevarul) and sports
18% 13% 15% betting websites
libertatea.ro libertatea.ro libertatea.ro
21% 18% 19%
(Betano). Case Studies
16% 13% digi24.ro 14%
digi24.ro okazii.ro 17%
18% 17%
18% 10% booking.com 16%
booking.com cancan.ro 17%
18% 16%
Urban/ Rural/ National Population Families without kids
Info source: Gemius

PC Usage
Purposes
27%
Surfing The Internet 20%
22% Video Content
19%
20%
Electronic Mail (E-Mail) 15% Online
17%
14% Activities
20%
13% They mainly use the PC for surfing the
Listen Music internet, e-mail and listening to music. Audio Content
16%
11% Being a less technology-oriented
20% segment, the percentages are much
Watch Movies 13% smaller than for the general urban Editorial
16%
10% population. Content
16%
Educational Purpose/Self Study 12% Males from families without kids tend to Offline
12%
12% access the PC more, especially to listen Activities
16% to music, watch movies or play games.
Play (Games) 11% Shopping
13% Behavior
9%
11%
Online Shopping 7% Consumer
8% Values
7%
8%
Other
8% Particularities
6%
Families without Kids
8%
Job Tasks At Home 6%
Men Families without Kids Case Studies
6%
6%
9% Women Families without Kids
7%
5%

Mobile Usage

Video Content
8% 5%
6% 3%
180+ Min
6%
100+
3% Almost all families without kids own a Online
6% 3% mobile phone, yet not even half of the Activities
6% 4% segment owns a smartphone.
121-180 Min 5% 50-100 3% Audio Content
6% 4% This segment does not spend a lot of
5% 3% time on their phone, speaking less than
16% 6% 60 minutes and sending less than 10 Editorial
61-120 Min
14%
31-50
4% SMS or none. Content
15% 5%
14% 3%
30% Offline
12%
29% 9% Activities
31-60 Min 11-30
28% 10%
30% Urban population 8% 96% have a mobile 55% own a Shopping
< 30 Min 32% < 10 34%
34% Families without Kids 33% 95% have a mobile 42% own a Consumer
30% 34% phone smartphone Values
7% Men Families without 32%
Not At All Kids Not At All Consumer
Women Families without
5% Kids 6% 95% have a mobile 42% own a
Dk/Na
5%
Dk/Na
5%
Case Studies
7% 7%

Mobile Usage
51% Video Content

53% Messenger/chat 35%
47% 34% Online
44% 42%
35% Activities
I send Sms/messages 31%
Internet 26% 32%
27% 30%
25%
40% Audio Content
32% 29% The most used features are
Make Pictures/photos the photo camera, internet,
24% 28%
Video Camera 29%
25% and video camera. Men tend to Editorial
23%
43% use their phones for the Content
14% 28%
I Access Social Networks features a lot more than
20% 29%
None 28% women do at this life stage.
19% Offline
21% 37%
21% Activities
I se Email 25% The top weekly activities are
18% 28%
Radio
22% 23% using messenger/chat, Shopping
15% sending SMS, and taking Behavior
31%
23% 22% photos. Yet again, the results
I Access News Sites
16% 23% show that men tend to use
3G (Video Messages) 21% Consumer
19% their mobiles more than
14% Values
View/List 32% women for accessing various
22% 20%
music/Movies/Other applications.
16% 22%
Bluetooth Materials 19% Consumer
18%
14% Urban population 22% Particularities
20% I Access Sites of Newspaper 16%
14% Families without Kids & Magazines 17%
GPS 15%
18% Case Studies
11% Men Families without Kids 24%
19%
I Access Other Site Types 15%
13% Women Families without Kids 16%
Other Equipment Connection 14%
15%
11%
23%
Play Games on the Mobile 14%
Phone 15%
14%

Video Content
94% 91% 93%
google.ro google.ro google.ro
94% 93% 94%
84% 82% 83%
facebook.co… facebook.co… facebook.co… Online
83% 87% 84%
Activities
79% 82% 80%
youtube.com youtube.com youtube.com 76%
75% 79%
75% 74% 74% Families without kids
63% 58% 61%
yahoo.com yahoo.com yahoo.com access the most big
66% 65% 65% international giants Editorial
43% 37% 41% Content
emag.ro emag.ro emag.ro (Google, Facebook,
43% 42% 43%
36% YouTube, Yahoo),
38% 35% Offline
olx.ro olx.ro olx.ro followed by retailer
33% websites (Emag and
33% 23%
wikipedia.org adevarul.ro wikipedia.org Olx), news websites
31% 32% 31%
27% 31% 25% (Adevarul) and sports Shopping
adevarul.ro wikipedia.org adevarul.ro betting websites Behavior
31% 31% 30%
29% 31% 30% (Betano).
betano.com betano.com betano.com Consumer
26% 26% 26%
Values
21% 21% wordpress.c… 22%
wordpress.c… wordpress.c… 23%
22% 22%
18% 13% 15%
libertatea.ro libertatea.ro libertatea.ro
21% 18% 19%
Case Studies
16% 13% digi24.ro 14%
digi24.ro okazii.ro 17%
18% 17%
18% 10% booking.com 16%
booking.com cancan.ro 17%
18% 16%

Families without kids
Info source: Gemius

TECH & WEB

Video Content
84% 82% 83%
83% 87% 84% Online
75% 79% 76%
linkedin.com linkedin.com linkedin.com
16% 14% 15%
pinterest.com pinterest.com pinterest.com
13% 13% 13% Content
13% 14% 13% Families without kids
instagram.com instagram.com instagram.com Offline
11% 13% 12% from urban areas as
Activities
well as those from rural
10% 9% 9%
twitter.com twitter.com areas access social
11% 11% twitter.com Shopping
11% networking sites in a
6% similar manner (with Behavior
8% 7%
messenger.com messenger.com messenger.com top preferences being
9% 9% 9% Consumer
Facebook and YouTube
9% 11% 10% followed by LinkedIn, Values
tpu.ro tpu.ro tpu.ro Pinterest and
6% 7% 7%
3% Instagram). Consumer
4%
twoo.com twoo.com 4% Particularities
5% twoo.com
4% 5%
4% 2% 4%
sentimente.ro Case Studies
reddit.com 3% reddit.com
3% 3%
Info source: Gemius

26%
19% Video Content
Play Pc/Wii/Playstation/Mobile Phone
19%
20%
Online
23% Activities
14%
Play Games On The Mobile Phone
15%
14% Audio Content
20%
12% Editorial
Play Online Games Overall, families without kids are less likely than
13% Content
11% the urban population to play any games, on any
device or online.
19% Offline
Play The Specific Network Games
11% Men from families with kids are more likely to Activities
12% download software/programs and games.
10%
Shopping
16% Behavior
11%
Play Games on PC
13% Consumer
9% Values
Urban population
15%
8% Consumer
Download Software/Programmes/Games
11% Families without Kids
Particularities
7%
8% Case Studies
Men Families without Kids
5%
Console Possession
5%

Video Content
6% 4% 5%
loto.ro loto.ro loto.ro
7% 6% 7% Online
Activities
6% 5%
4% poki.ro
superbet.ro 4% poki.ro Audio Content
4% 4% Families without kids access
4% Loto.ro the most (from both
4% roblox.com 3% urban and rural areas). Editorial
4% Content
roblox.com superbet.ro
3% 4% Other websites used for
2%
superbet.ro gaming are Poki.ro and Offline
3% Roblox.com. Activities
4% 4%
poki.ro 3% roblox.com
3% 3% Shopping
friv.com Behavior
2%
3% 2%
casapariurilor.ro 3% casapariurilor.ro Consumer
2% steampowered.com 3% Values
2%
3% 2% 3% Consumer
steampowered.com steampowered.com Particularities
casapariurilor.ro
2% 2% 3%
Case Studies
2% 3% 3%
friv.com y8.com friv.com
2%
1% 2%

Info source: Gemius

Men from families without children listen to

Audio content they listen to weekly…. more audio content than women. Both men Video Content
and women in this segment prefer to listen
Men from Women from offline audio content, as they are not very Online
All Families without technology oriented.
At least Weekly Families without Families without Activities
urban kids
kids kids
They mainly listen radio at home or in the
Offline 49% 50% 53% 46% car, and spend about 1-3 hours listening to it. Audio Content
Online 26% 17% 19% 15%
Editorial
Content
27%
4%

Home 31% 8 Hours Or More 5%
34% 5% Offline
27% 5%
19% Activities
5%
In my car 17% 6%
11% 5% Shopping
Behavior
14%
13% 8%
At work 3-5 Hours/Day 9%
16% 11%
10% 8% Consumer
12% 18% Values
During leisure activities 12% 1-3 Hours/Day 18%
14% 22%
10% 15% Consumer
Public Transportation 7% Less Than 1 Hour/Day 13%
8% 16%
6% 10%
5% 51% Case Studies
Shopping/In Malls 4% Not At All
4% 41%
4% Families without Kids 57%
1%
At school/University 1% Men Families without Kids
1%


Video Content
Actualitati 35%
Actualitati 35% Actualitati 34% 25%
24% 26%
32% Europa FM 26%
Europa FM 28% Ant. Satelor 21% Online
15% 23%
27% ZU 22% Activities
ZU Europa FM 18% 28%
32% 18%
23% Kiss FM 20%
Kiss FM 31% ZU 16%
23% 28%
ProFM 21% 15% ProFM 18% Audio Content
21% Kiss FM 25% 19%
Digi FM 16% 13% Ant. Satelor 15%
16% ProFM
16% 11% At a national level, the radio stations that
Magic FM 15%
16% Craiova 11% Digi FM 13%
13%
Editorial
7% Families without kids like listening to are Radio Content
Cultural 11% 10% Magic FM 11%
8% Digi FM 11% 12% Romania Actualitati (top radio station in both
National FM 11% 8% National FM 9% rural and urban areas), Europa FM and Radio ZU.
8% Iasi 7% Offline
10% 7%
Ant. Satelor 8% National FM 7% Cultural 9% Activities
6%
7% Families without kids from urban areas like
Virgin Radio 7% 8%
11% Bucuresti FM 7%
5% Craiova tuning in to stations such as Kiss FM, Pro FM and
6%
6%
Digi FM, whereas in rural areas they like listening Shopping
Craiova 5% 7% 6%
Magic FM 8% Iasi 5% Behavior
5% to Antena Satelor.
Bucuresti FM 4% 6% 6%
Timisoara Bucuresti FM
5% 5%
Timisoara 5%
4% Cultural 6% 6%
Consumer
6% Timisoara 4%
Iasi 5% Values
4% Constanta 4% 5%
3% Virgin Radio 9%
Rock FM 5%
7% Tg. Mures 3% 4% Consumer
Constanta 3%
4% 3%
Constanta 3% Cluj 3% 4%
Particularities
3% Tg. Mures
Tg. Mures 4% 2%
2% Virgin Radio 3% 3%
6% Rock FM 5%
Resita 3% Case Studies
2% Resita 3%
Cluj 3%
Cluj 3% 2% 3%
2% Rock FM 1%
Resita 3%
3% 2%

Info source: MasoR9

Top 10 Favorite radio programs Urban population

Families without kids’ favorite Video Content
Families without kids types of radio programs are in
line with the preferences of the
Men from Families without kids urban population. Online
40% 38% Activities
35%
34% 36%
32%
30% 29% 31% Men from this age segment tune
26% 28% 26% 25%29%21% 24%25% 26% 28%
23% 22% 21%24% in more often (compared to
21% 19% 20%
18… 20% 20%
18% 17% 20% 16%
15% 17% 16% 15% Audio Content
14% 15% women), preferring music, news
7% and weather news.
Editorial
Music News Weather News Morning Health Entertainment Road News Listeners Live Culinary Sports Content
Programmes Programmes Show Recipes Programmes
Offline
National Activities
Urban Rural

21% 16% 19% Values
6% 6% 6%
1-3 times/ month 1-3 times/ month 1-3 times/ month
Didn't listen to radio 7% 17% Didn't listen to radio 12%

Didn't listen to radio
lately 6% lately 16% lately 11%

Type of music listened Events attended annually

38% Video Content
Old Music/Songs 45%
41%
47% 22% Online
Any musical events
42% 18% Activities
Pop/Disco/Dance 34%
37%
31% 28%
Non-musical events
Other Types Of Music 31%
30%
32% Being a more mature segment,
people from this life stage prefer Editorial
21%
Ambiental Music 22% 22% listening to older music. Women Content
20% Museum/Art Gallery/Exhibition
22% 20% enjoy both old and classical music,
while men enjoy pop or rock music. Offline
22%
Latino Music 20% 20% Activities
19% Theatre Plays
21% 18% Yearly, families without kids tend
17% to go less to events than the urban Shopping
15%
None 19% Pop/Rock Concerts
population. The most popular Behavior
19% 12% events are museums expositions or
19%
theatre plays. Consumer
17% 10%
Clasical Music 18% Opera Values
17% 9%
20%
9% Consumer
17%
14% Urban population Classical Music Concerts Particularities
Oriental Music/Manele 15% 9%
14%
Families without Kids 9%
16% Modern Dance Case Studies
Rock Music 13% 7%
17%
10% Men Families without
11% Kids
Rhythm & Blues Music 9%
9% Women Families
9% without Kids

Editorial content read weekly…. Video Content

Women from
Families without Men from Families
Weekly All urban Families without Online
kids without kids
kids Activities
Offline 40% 44% 45% 44%
Online 23% 18% 19% 17% Audio Content
Books 21% 21% 17% 24%
They read a lot less online and more Editorial
offline than the urban population. Content
Read magazines….
45% 42%
28% 30% 23% 22% Prefer to read magazines and Offline
5% 5% 16% 16%
newspapers over reading books. Activities
Families without kids read magazines
Daily Or Almost Weekly 1-3 Times/ Month Less often Never and newspapers rather on a weekly
Daily Shopping
basis.
Behavior
Read newspapers….
Consumer
28% 31% 27% 25% 25% 23% Values
8% 9% 13% 12%
Consumer
Daily
Particularities
Read books…
Case Studies
29% 27% 40% 41%
6% 6% 15% 15% 10% 10%

Daily
Urban population Families without Kids


Video Content
Urban UrbanRural National
5% 9% 8% 9%
Practic In Bucatarie 6% 9% csid.ro 10% Online
2% csid.ro 10% csid.ro 8% 9%
9% 9% 10% 11% Activities
13%
5% 4% 5%
3%
Click Pofta Buna 3% descopera.ro 6% descopera.ro 4% 5%
2% 7% 6% descopera.ro 7%
3% 3% 3% Magazines with cooking
3% 4% 4% recipes are the ones that
Libertatea Pentru Femei Retete 3% eva.ro historia.ro 4% 4%
1% 3% historia.ro 4%
6% 3% Families without kids Editorial
3% 3% 3%
4% read most often in Content
3% historia.ro 4% eva.ro 3%
Click Sanatate 3% 4% 3% eva.ro 3% printed formats.
2% 3% 4% 3%
4% 3% 2% 5% Offline
2% In terms of online
2% promotor.ro 3% promotor.ro 3% Activities
3% 5% 4% 3%
Casa Si Gradina 1% 1% one.ro reading preferences,
3% 2% 3%
3% 3% they tend to enjoy
3% 2% 2% Shopping
2% one.ro 4% one.ro 3% content related to health,
2% 3% 2% 3% Behavior
Practic-Idei Pt Casa/Gradina 2% 1% promotor.ro 4% lifestyle and education.
2% 1%
viva.ro 3% OKmagazine.ro 2% 2% Consumer
2% 2% 2%
2% 4% 2% 3% Values
Sanatatea De Azi 2% 1% viva.ro 2%
1%
3% OKmagazine.ro 3% 2% 3%
3% viva.ro 2% 2%
2% 3% 2% Consumer
2% 2% 2% OKmagazine.ro 3%
Tvmania 2% 3% Particularities
kmkz.ro 2% Clickpentrufemei.ro 2% 2%
3% 2% 1%
1% 2%
1% 1%
2% 1% Dilemaveche.ro 1% Case Studies
Tv Satelit 2% 1% 1%
Dilemaveche.ro 1% psychologies.ro 1% 1%
1% 1% 1%
1%
1% 1% 1%
Femeia 2% 1% 1% psychologies.ro 1%
1% psychologies.ro 1% Dilemaveche.ro 1%
2% 1% 1%
1% 1%
Urban/ Rural/ National Population Families without kids Men from Families without kids Women from Families without kids

Visited online
Recent Read offline
Video Content
3% 23% 25%
4% 27% 30% Online
Click adevarul.ro 31% adevarul.ro 32% adevarul.ro 31%
4% 32% 34% 29%
3% 29% 30% 15% Activities
13%
18% 19%
2% libertatea.ro 21% libertatea.ro 18% libertatea.ro 20%
Gazeta Sporturilor De Duminica 2% 21% 21% 18%
5% 20% 15% Reading newspapers
14% 16% 16% online is more
cancan.ro 17% cancan.ro cancan.ro 17%
2% 18% 18% 15%
2% 16% 13% 10% convenient for
Gazeta Sporturilor 9%
4% 11%
13% 12% Click.ro 13% Families without Editorial
Click.ro 14% Click.ro 15% 14%
9%12% kids than purchasing Content
2%
12% 8%10%
2% 11% 12% them and reading
Click De Duminica 3% evenimentulzilei.ro 13% evenimentulzilei.ro 12% evenimentulzilei.ro 13%
2%
14%
8%
15% 9% the printed versions. Offline
10% 7%
6%
2% 9%
8% gandul.info 10% Activities
gandul.info 11% gandul.info 13% The publications
Click Pentru Femei 2% 13% 12% 5%
6% 4% 7%
3%
5% they read the most Shopping
8% 8%
zf.ro 9% zf.ro 6% zf.ro 10% (online) are
2% 11% 8% 6% Behavior
2% 6% 5% 5% Adevarul, Libertatea
Libertatea 4%
6% 7% and Cancan.
1% capital.ro 7% capital.ro 6% capital.ro 9%
9% 9% 4% Consumer
2% 4% 2%3% 3%
2% 3% Values
Libertatea-Editia De Duminica 3% 4% ziaruldeiasi.ro 3% ziaruldeiasi.ro 3%
ziaruldeiasi.ro 4% 3% 3%
1% 3% 3% 4%
1% 2%
2% Consumer
2% 3% gds.ro 2%
2% gds.ro 3% kmkz.ro 3% 2% Particularities
Libertatea Pentru Femei 1%
2%
3% 2% 2%
2% 1% 2%
3% gds.ro 2% kmkz.ro 2%
2% 3% 2% 1% Case Studies
Libertatea-Supliment Weekend 2% 2% 2%
2% 2%
kmkz.ro 2% Clickpentrufemei.ro 2%
2%
Clickpentrufemei.ro 2%
3% 2% 3%
1% 1%
1% 1%
Evenimentul Zilei 2% 2% 2%
2% cotidianul.ro 2% cotidianul.ro 2%
2%
cotidianul.ro 3%
1% 3% 2% 1%
2%
Urban/ Rural/ National Population Families without kids Men from Families without kids Women from Families without kids


67% 70% 75% 66% Video Content
9% 7% 6% 8% 8% 7% 6% 8% 16% 15% 13% 18%

Online
More than 5 Books 3-4 Books 1-2 Books None Families without kids do not really buy Activities
books, as most probably they have a
Urban population Families without Kids Men Families without Kids Women Families without Kids large number of titles in their library;
Audio Content
women are the ones who still purchase
them.
Book genre Editorial
Buying place Men have a preference for historical, Content
18% science fiction, or no preference for a
Prose (Novels/Short 19% 28% genre. On the other hand, women prefer Offline
Stories) 15% 25%
23% Bookshop 21% prose, specialized books, or children’s
29%
Activities
14% books. The reading of children’s books
14% 11%
Other Kind Of Books 11% Printed Press Distribution could be for their grandchildren since
12% Shopping
17% Stall 9% they don’t have kids in household.
10% 14% Behavior
Specialized Books 8% 9%
(Medicine/Computers) 7% Second Hand Bookshop 9% As for the place of purchase, the data
8% 9% Consumer
9% has not changed over time: the most
9% 9% Values
Children Books 6% 9% popular is bookshop, followed by a
3% Book Market 7%
8% 10% distribution stall, or a second-hand shop.
6% Consumer
5% 8%
Poetry 4% Mail'Order 7% Particularities
6% 5%
8%
5% 8%
Political/Historical/Social 5%
6% Hypermarket/Supermarket 6% Case Studies
Themes 6%
4% 7%
5% 6%
Science Fiction 4% Other 6%
6% 5%
3% 7%
56% 54%
59% Do Not Buy 57%
None 66% 64%
53% 52%

Summer Book Buying Behaviour

Video Content
45.6%
33.9% 33.4%
21.3%
Online
Activities
Summer Books Buying
During the summer, Families Audio Content
without kids’ book buying
behavior is in line with that of the
Info Sources Books Books Purchase Location urban population. Similarly to Editorial
other age segments, women tend Content
68% to purchase more books during
In store 53% 66%
67% the summer than men. Offline
48% 43%
Online order
49% 53% Activities
Search engine 37% Overall, families without kids
67% 40%
27%
25%
find inspiration for their next Shopping
Product websites 20% 26% book purchase in store. Men
27% Behavior
18% 22% from this age segment tend to
Supermarket
27% 40%
Social networks 18% search more online (either
11%
40% 17% Consumer
through search engines, social
16% Values
Blogs 9% 28% networks and blogs).
27%
3% 22%
Hypermarket Consumer
16% 27%
7%
Newspapers, magazines, 12%
7% 2%
print 13%
5%
Beach stores 2% Case Studies
9% 0%
TV 6%
13% 2%
3%
5%
Radio 4% 2%
13%
1% 0%
Petrol station
3% 0%
Other 1%
0% 0%
1%

54%
12% Go For A Walk 50%
17% 51%
I Meet With My Friends 43%
12% 47%
5-8 Hours/Day 11% 40%
14% 47%
8% Visit Persons & Receive Visits 43% Online
40% Activities
27% 45%
3-5 Hours/Day 25% 20%
26% 21%
23% Fix And Repair 32%
11% Audio Content
42% During the weekdays, families
1-3 Hours/Day 44% 21%
37% Going Shopping 19% without kids mainly spend about 1-5
51% 16%
21% hours outside, with men spending
6% 20% Editorial
Less Than 1 Hour/Day 7% Practice Sports/Fitness 15% more time outside than women. On
5% 18%
13%
Content
9% weekends, they spend a little more
12% time outside than during weekdays.
I Ride With Bike 10% Offline
13%
7%
Time spent outside Weekends Families without kids enjoy going for Activities
10%
Visit Free Markets/Exhibitions 10%
10% walks, meeting friends, or visiting
9% 9% Shopping
More Than 8 Hours/Day 9% 11% persons. Men are also fixing and
12% 9% Behavior
6% Go On Trips 11% repairing, practicing sports or fitness
15% 8% and riding their bikes. Women enjoy
5-8 Hours/Day 13% 12%
17% Make Photos (Amateur Photograph) 8% going shopping, going to the Consumer
10% 8%
8% hairdresser or getting a manicure. Values
31% 6%
30% Go To Hairdress/Barber 5%
28% 6% Consumer
35%
1-3 Hours/Day Go To Manicure/Cosmetics 5%
33% 3%
43% 6%
6% 5% Case Studies
Less Than 1 Hour/Day 7% Community/Church Activities 5%
5% 4%
9% 5%
6%
Going To The Cinema 4%
4%
5%
Urban population Families without kids 4%
I Attend Sindicate/Ngo Meetings 3%
4%
Men Families without kids Women Families without kids 3%

Concert/ Festival ticket purchasing

Video Content
Summer Outings Frequency 25% 19% 13% 25%
Online
Bilete la concerte/ festivaluri de muzica Activities
30%
Several times/week 29% Urban population Families without kids
35%
24% Audio Content
26% Families without kids spend
Once/week 27%
32% less time during summer Editorial
21% Info Sources Festivals/ Concerts outings compared to the Content
23% urban population.
19% 59%
2-3 times/month Search engine 48%
11% 63% Offline
27% 42% In spite of the fact that they
34% Activities
8% Product websites 30% rarely attend festivals
11% 63%
Once/month 17% and/or concerts, they notice
11%
32% Shopping
11% 20% event promotions online (via
Social networks 21% Behavior
7% 19% search engines, product
Once every few months 4% 39% websites and social
3% In store 15% Consumer
6% 0% networks).
21% Values
4% 21%
TV 14%
Once every 6 months/less 7% 21%
6% 12% Consumer
Radio 11%
1% 21%
8%
Never 2%
3% 15%
Blogs 11% Case Studies
1% 21%
8%
2% 24%
1% Friends, relatives 10%
Dk/Na 0%
0% 13%
2% 4%
Other 6%
0%
8%
12%
0%
4%
Families without kids are

81% 83% not very interested in Video Content
None 86% None 89%
80% 88% sports, overall.
91% 90%
8% 7%
Online
Football 5% Aerobic/Fitness (In Special Equiped Men somewhat enjoy
10% 5%
practicing sports more,
Activities
2% Halls) 4%
6% mainly football or cycling.
4%
Other Sport 4% 6% Audio Content
5% 5% For women, they enjoy
3% Other Activity
5%
4% 4% practicing aerobics or
Cycling 3% jogging. Editorial
4% 7%
3% Snooker 4% Content
5%
3% 3%
Fishing Or Sport Hunting 3% Offline
4% 5%
2% Activities
Jogging 4%
3% 3%
Chess 3% 4%
4% 91%
82%86%80% Payed to attend Shopping
2% 3%
3%
Behavior
3% Camping (Tent Trip)
3% 3%
Athletics 3% 2% Consumer
2%
3% Values
3% Roller Skating/Skateboard 2% 7%5%10%1% 2%2%3%1% 2%1%2%1% 2%1%2%1%
Lawn Tennis 2% 2%
3% 3% Consumer
2%
None Football Handball Lawn Tennis Other Sport
Extreme Sports (Bungee 2%
Gymnastics 2%
2% 2% Urban population Families without Kids
Case Studies
3% 2% Men Families without Kids Women Families without Kids
Swimming 2% 2%
3% Golf
2% 2%
2%

88%
Watching Tv 91%
91%
90% Video Content
68%
I Relax/ I Repose 69%
69%
70%
Online
47%
Cook From Pleasure/Passion 30%
52% Activities
70%
49%
Listening Radio 50%
53% Audio Content
46%
52%
Use The Computer 42%
44%
40%
While at home, families without Editorial
35%
Reading Newspapers 40%
42% kids enjoy watching TV or Content
38% relaxing. Women especially enjoy
33%
Reading Magazines 35%
33%
cooking for pleasure, reading Offline
37% magazines, or reading books. Activities
21%
Reading Books (Others Than Books School) 21%
18%
24% Men enjoy listening to the radio, Shopping
19%
26% accessing the computer, or reading Behavior
Play Pc/Wii/Playstation/Mobile Phone 19%
20% the newspaper.
14% Consumer
Listening Records/Cds/Cassettes 12%
14%
11% Values
8%
Watching Dvds 7%
8% Consumer
6%
Make Miscellaneous Crafts 5%
4%
6% Families without Kids
5%
Practice Artistic Activities From Passion 4%
4%
Case Studies
4%
Men Families without Kids
5%
I Collect Various Objects (Posts/Etc) 4% Women Families without Kids
4%
4%
4%
Play A Musical Instr From Passion (Viollin) 3%
4%
3%

Shopping Behavior

Video Content
I Enjoy Shopping Places to Find 77% 77% Women in this segment are the
76%
Many Different Products 76% Product's characteristics 76% main shopper of the family. They
77% 79% enjoy shopping in different places Online
72% 74%
When I first buy something I check for different products and are price Activities
74% 64%
the price 74% conscious.
74% Price 67% Men tend to look more towards the
72% 66% price and brand of a product when
I tend to not change the brand 71% purchasing and would prefer to
72% 49%
67% shop in a smaller store. Editorial
Brand 49%
When I visit stores I like to get some 67% 49% Both men and women feel it is Content
advice 67% 48% important to look at product’s
68%
36% characteristics.
62% Offline
I make a list of the items to 66% 35%
64%
Previous experience
35% Activities
purchase
67% 35%
I quite often buy the products on 64% Shopping
65% 26%
special offers 63% 26% Behavior
66% Special offers
26%
66% 26%
I would rather pay more for services 64% Main shopper Consumer
to make my life easier 65% 15% Values
63% 16% 89%
Friends' recommendations 75% 77% 65%
61% 15%
Small shops have the same quality 60% 16% Consumer
products as supermarkets 62%
59% Particularities
15%
59% 14% Yes
60% Expert recommendations
I carefully read the product labels 16%
I purchase from supermarkets than 60% 5% Families without Kids
60%
small shops 60% Commercial information 5% Men Families without Kids
59% 5%
I look at information about prodcts I 61%
60%
intend to buy 59%
60%

97%97%96%97% Shop…
Urban population
Families without Kids Video Content
33% 25%26%23% 32% 24%25%22% Men Families without Kids
15% 10%12% 9%
Women Families without Kids Online
Families without kids prefer Activities
Shop offline Shop online Shop online in Shop online abroad
shopping offline, but if
Romania
purchasing online prefer to
buy off Romanian websites. Audio Content
63% 62% The most frequented stores
50% 53% Editorial
44% 41% are small neighborhood
26% 23% stores or local markets. Content
7% 6% 6% 6%
When purchasing from a
Small Market Supermarket Hypermarkets Cash& carry DIY hypermarket, the most Offline
neighbourhood popular is Kaufland, followed Activities
stores by Carrefour. The most
popular super markets are Shopping
Visited hypermarkets in L3M Visited supermarkets in L3M Visited Electronics/ appliances stores Lidl and Profi. Behavior
64% in L3M
70% The difference between men
Kaufland 70% Lidl 62% 32% Consumer
68%
71% 61% and women is that men shop Values
64% 28%
48% Altex more online, but women are
45% 50% 29%
Carrefour 44% 51% the main shoppers when it
46% Profi 50% 27% Consumer
38% 51% comes to shopping offline. Particularities
Auchan 34% 39% 23%
33%
35% Penny Market 39% 21%
17% 41% Flanco
17% 37% 22… Case Studies
Cora 17%
16% 24% 20%
Billa 23%
12% 24% 13%
Selgros 12% 23%
13%
11% 21% 11%
11% Media Galaxy
Mega Image 19% 12%
Metro 10%
10% 19%
19% 10%
10%

Video Content
14% 25%
Price 11%
11% Payment On Delivery (Cash Or Card) 16%
11% 18% Online
8%
15% Activities
Terms Of Delivery: Timing/ Costs 6%
6% 7%
5%
5% Payment On Website - Card 5% Audio Content
4% 5% Families without kids are not
Special Offers 4% 4% very keen on online shopping,
4%
4% 5% but their most important criteria Editorial
Personal Experience 3% 3% is price and terms of delivery. Content
4% Other Type Of Payment
3% 3%
4% 3% Both men and women in this Offline
Website Reputation 3% segment are not very open
3% 5% Activities
3% Online Banking - Transfer in Supplier's towards different types of
3%
3% payments, preferring to pay
Detailed Information about 3%
Account 3% Shopping
3% 3% cash on delivery, followed by a Behavior
Products/Services
3% very small % of them that pay
2% 4%
directly on the site with a card.
Acquaintance Recommendation 2% Payment On Website - Virtual Bank 3% Consumer
2% Account 3% Values
1%
2%
2%
Wide Range Of Products/Brands 1% 4% Consumer
1%
1% On Bank'S Counter-Transfer In 3% Particularities
Comments Posted By Clients 1% 2%
1% Case Studies
2%
2% Urban population Families without Kids
Ease of Ordering 1%
1%
1% Men Families without Kids Women Families without Kids

Video Content
Purchased products from Romanian online retailers Purchased products from foreign websites
7% 3%
Clothing (Including Lingeries) 4% Clothing (Including Lingeries) 2% Online
4% 2%
5% 2% Activities
6% 3%
Books 4% Audio-Video Content 2%
3% 2%
5% 1% Audio Content
5% 3% When purchasing online, it is mainly
Footwear 3% Footwear 2% women that take part in this activity,
3% 2%
4% 1% buying clothes, books, or footwear. Editorial
5% 2%
Selfcare Products 3% 1% Men typically purchase small Content
2% Selfcare Products 1%
4% 1%
appliances or audio-video content.
5% 1% Offline
It&C Products (Pc/Laptop/Printer) 3% 1% On foreign websites, typically clothing
3% It&C Products (Pc/Laptop/Printer) 1% Activities
3% 1% and audio-video content are purchased.
4% 1%
2% Since families without kids are a more Shopping
Small Appliances (Iron/Friteuse) 3% Books 1%
2% 1% mature segment, they are most likely Behavior
4% 1% worry of purchasing online from
1%
Audio-Video Content 2% 1% foreign websites.
3% Household Cleaners 1% Consumer
2%
1% Values
3%
Large Appliances (Refrigerator/Cooker) 2% 1%
2% Small Appliances (Iron/Friteuse) 1%
2% 1% Consumer
1%
3% Particularities
Electronics (Tv/Radio Set/Etc) 2% 1%
2% Large Appliances (Refrigerator/Cooker) 1%
2% 1%
1%
2% Case Studies
1% 1%
Urban population 1%
Men Families without kids
Women Families without kids

E-Commerce: Black Friday Info Sources
79%
Retailers’ websites 80%
81% Video Content
80%
38%
Retailers’ newsletters 41%
42% Online
41% Activities
35%
Online search engines 40%
40%
41% Audio Content
30%
38% Retailer’s websites remain the main
Websites with all retailers and their offers Editorial
39% source of information for Black
38% Content
Friday 2017 also.
21%
Websites that compare prices and offers 26%
30% Families without kids use Offline
23% aggregators with all retailers and Activities
18%
their offers in greater extent than
TV ads 21%
17% general urban population. Shopping
25% Behavior
20% Men have a more analytic side,
Online ads 21% searching information on websites
20% Consumer
22% that compare prices and offers, Values
22% meanwhile women are more
Posts on Facebook 19% attracted by TV ads.
19% Consumer
19% Particularities
13%
Directly in store 18%
18%
17% Urban population Case Studies
13% Families without kids
Online comments 15%
18%
10% Men from Families without kids
10% Women from Families without kids
Friends, family, colleagues 10%
9%
10%
Top 15
46%
TV, electronics 77%
54%
110%
76%
Clothes, shoes and accessories 73% Video Content
75%
71%
68%
HH appliances 69% Online
47%
101% Activities
72%
Make up products, perfumes 63%
71%
68%
50% Audio Content
21%
113%
49%
Mobile phones, tablets and accessories 57% Editorial
53% TV electronics, interior decorations
59% Content
29% power tools and equipment have high
Power tools and equipment 55% conversion rates among this segment.
34% Offline
106%
Personal care devices (electrical shaving 61% Activities
47% This is a segment that tries to reinvent
device, etc) 24%
85% itself, being updated with the newest
82% trends. In 2017 women seem to be in
Shopping
Books 43% Behavior
36% charge of household decisions in
51%
96% terms of TV electronics, HH
Toys and kids products 42% Consumer
25% appliances, interior decorations and
73% Values
52% personal care devices.
DIY products 40%
32%
49% Consumer
64% Particularities
Computers, laptops and PC accessories 39%
30%
52%
59%
Auto-moto products 37% Case Studies
42%
91% Families without kids
21%
50% Men from Families without kids
39%
Furniture and mattresses 30% Women from Families without kids
16%
64%
68%
Watches 25%
23%
26%
Reasons they bought during Black Friday Reasons they bought presents during Black Friday
69% 65%
Products that I don’t momentarily own in my HH but I 68% 77%
For the winter celebrations
70% Video Content
would need 67%
69% 82%
41%
28% Online
32% Birthdays, anniversaries in the family 55%
Products that broke down and need replacement
41% 48% Activities
22% 61%
25% 22% Main drivers to buy during Black
To give a product they really wanted 40%
Friday remain to complete the Audio Content
Products that I will give as presents* 28%
22% to a loved one 48% necessary products in the
34% 33% household and to replace those
20% that broke down. Editorial
22%
26% Content
Products I like, with no special reason 22% Birthdays, anniversaries of friends
15% 27% Women are more interested to find
28% 25%
presents for winter celebrations or Offline
11% 8% close ones anniversaries during Activities
Premium/ luxury items that will have an affordable For various events (weddings, 12%
12% Black Friday. Men are more
price 12% baptising, etc.) 11%
13% 12% concerned and focused in finding Shopping
10% 6% the product their love ones really Behavior
As presents for different occassions 9% want.
Products I didn’t afford otherwise 10%
7% (doctors, etc.) 14% Consumer
13% 6%
Values
4% 4%
7% For no special reason 6%
I am upgrading the products I am currently using 5% Consumer
4%
5% 4%
5% Other events 6%
Products I already tested in the store 5% Case Studies
5% 8%
6%
48% 41% 43%

29% 48% 48% Video Content
Understand the benefits of a 38% Understand the benefits of a 35% Understand the benefits of a 35%
product/service product/service product/service
Online
16% 40% 40%
Activities
38% 22% 24%
Consider a new brand as opposed to the Consider a new brand as opposed to the
Try the brand's product/services
49% old one 34% old one 25% Audio Content
Consider a new brand as opposed to the 35% 25% 22%
Try the brand's product/services Try the brand's product/services
old one 19% 28% 22% Editorial
Content
30% 23% 20%
Buy the brand Talk about the brand Talk about the brand
37% 23% 21% Offline
Activities
28% 14% 14%
Remember the brand Ensure me that the brand is trustworthy Ensure me that the brand is trustworthy
Behavior
19% 14% 18%
Ensure me that the brand is trustworthy Remember the brand Remember the brand
Values
20% 27% 10%
Talk about the brand Buy the brand Buy the brand
Particularities
21% 15% 8%
Love the brand Love the brand Recommend the brand
15% 14% 10%
Case Studies
13% 9% 7%
24% 10% 9%
8% Urban population 14% 19%

9% Families without kids 13% 18%
44% 18% 24%

Remember the brand Learn more about the brand Try the brand's product/services Video Content
47% 40% 43%
37% 45% 16%

Ensure me that the brand is trustworthy Try the brand's product/services Love the brand
Online
33% 40% 25%
Talk about the brand Remember the brand Buy the brand
40% 35% 31%
Audio Content
32% 37% 24%

Understand the benefits of a Buy the brand Talk about the brand Editorial
product/service 35% 31% 29% Content
24% Understand the benefits of a 18% Consider a new brand as opposed to the 21%
Buy the brand product/service 28% Offline
25% old one 27%
Activities
24% Consider a new brand as opposed to the 24% 22%
Consider a new brand as opposed to the
old one 23% Remember the brand Shopping
old one 25% 27%
Behavior
18% 43% Understand the benefits of a 30%
Recommend the brand Talk about the brand
23% product/service Consumer
21% 23%
Values
17% 32% 10%
Try the brand's product/services Ensure me that the brand is trustworthy Recommend the brand
18% 18% 23%
Consumer
Particularities
23% 18% 42%
Learn more about the brand Love the brand Learn more about the brand
11% 20% 18%
Love the brand Recommend the brand Ensure me that the brand is trustworthy
11% 15% 14%
10% 11% 17%

No effect Urban population No effect No effect
13% 9% 15%

84%
Clothing 79%
73%
85%
83%
Ice cream 85%

81%
Families without kids fill their summer shopping carts with seasonal products such as ice Video Content
89% cream, sunscreen and beer. Women from this age segment focus their attention on
77%
68% purchasing clothes, ice cream, shoe ware, sunscreen, cosmetics and bathing suits whereas
Shoeware 63%
74% men will focus on purchasing beer and sportswear. Online
74%
Activities
Sunscreen 71%
61% Families without kids mostly purchase the items that they need from supermarkets or from
80%
67% hypermarkets. Rarely will men purchase online items such as books or tickets to events.
Beer 65% Audio Content
71%
59%
61%
Fizzy drinks 48% Editorial
48%
49% Families without kids Content
50%
Cosmetics 51%
36% Order Petrol Neighborhood Beach Concerts/ Cafes/
66% Supermarket Hypermarket Pharmacy Other Offline
4… online Station store stores festivals Restaurants
34%
Activities
Bathing suits 19% 27.9% 29.9% 35.7% .0% .0% 8.8% 16.3% .0% .0% 1.7%
48% Clothing
44% Shoes 25.2% 33.9% 37.4% .0% .0% 5.5% 12.6% .0% .0% 2.0% Shopping
Yoghurt 45%
41% Bathing suits 18.3% 39.7% 31.7% .0% .0% 7.1% 43.7% .0% .0% .8% Behavior
49%
Sun glasses 25.6% 30.4% 33.6% 4.0% 1.6% 4.8% 28.8% 3.2% .0% .8%
42%
Sunglasses 27%
33%
Sunscreen 8.0% 30.0% 26.2% .4% 30.0% 2.7% 12.2% .0% .0% 3.4% Consumer
40% Values
Cosmetics 21.1% 35.3% 41.1% .0% 27.9% 4.2% 5.8% .0% .0% 1.6%
34%
Books 33% Fizzy drinks 2.8% 64.6% 61.3% 3.3% .0% 22.1% 15.5% 2.8% 22.1% 1.7%
21%
46% 1.7% 63.2% 45.9% 5.4% .0% 15.3% 9.1% 2.1% 21.1% .4%
Consumer
Beer
32%
2.8% 58.2% 43.4% 3.5% .0% 16.0% 13.5% .3% 11.9% .3%
Particularities
Sportswear 26% Ice cream
33%
19% Yoghurt .0% 64.7% 46.1% .6% .0% 16.8% 3.0% .0% .0% 1.2%
25% .0% 67.9% 53.6% 1.8% .0% 3.6% 1.8% .0% .0% 1.8% Case Studies
13% Mousse dessert
25%
20% Sportswear 20.6% 48.5% 38.1% .0% .0% 2.1% 6.2% .0% .0% 3.1%
Mousse dessert 15%
11% Books 43.2% 22.4% 21.6% .0% .0% .0% 1.6% .0% .0% 15.2%
19%
Concert/festival 46.5% 8.5% 7.0% .0% .0% .0% .0% 38.0% .0% 8.5%
Urban population Families without kids tickets
Info source: Info source: Summer Shopping Behavior study, 2018, by Reveal Marketing Research
HUMAN DESIRES
Useful
Video Content
Something For Online

Control
to happen
Believe Connect
more & Activities
Belong Audio Content
Editorial
Content
FAMILIES WITHOUT KIDS FEEL THE NEED FOR CONTROL,
UNEXPECTED, BELIEF, CONNECTIONS Offline
Activities
Families without children in their house hold need to feel in control those who have been by their side along the way and connect or
of their life as this allows them not only to feel secure, but also re-connect with them. Shopping
ensure a security feeling for those who might rely on them (even Behavior
from a distance). They are in a life stage when their family is They have a more conservative and traditional outlook of life,
evolving. As such, they might feel the need for re-confirmation as guiding after customs, traditions and conventions which give Consumer
well as new experiences in life, as they embrace the changes that them the sense of security and stability that they greatly need. Values
come their way (something to happen).
Men and women from this life stage desire slightly different
Consumer
Individuals from this life stage are among the ones who have things. While women want to feel the sense of belonging (not just
Particularities
garnered the most experience and wisdom in terms of life lessons. of the place, but of the persons she has around her as well), men
There is little left to surprise them or take them out of their want to be the pillar of the family, the devoted protector who can
element and destabilize them. This is a time for them to turn to help others. Case Studies

HUMAN DESIRES
Main reason for being happy
46%
Loved ones 43% Video Content
44%
Level of Happiness 39%
9%
Health 13%
13%
5% 13% Online
3% 10% Activities
Very unhappy Work 10%
2% 11%
6%
5% 5%
Spirituality 7% Audio Content
8%
3% 6%
3%
3% Peace and relaxation 5%
Unhappy 4%
4% 9% Editorial
0% 3% Content
Dk/Na 4%
5%
1%
32% 6%
Love 3% Offline
39% 2%
So and so 7% Activities
43% 2%
Urban 3%
31% Weather 3%
population 2% Shopping
44% 1% Behavior
Families 3%
42% 1%
Happy without kisa
38% 3% Consumer
Travelling 2%
53% 3%
Men from 1% Families without kids have high levels of happiness Values
Families 3% (especially women who are significantly happier compared
16% Hobbies 2%
2% to men and to the urban population).
13% without kids 4% Consumer
Very happy Women from 4% Particularities
14% Fulfillment 2%
Families 0% Their main reasons for being happy are their loved ones.
10% 7%
without kids 2% Both men and women seek a healthy life and a good and
Music 1% Case Studies
1% stable workplace. Compared to men, women crave more for
4%
3% peace and relaxation, love and fulfillment in their lives.
Free time 1%
2%
0%

Consumer Particularities: TV Advertising Influence
Video Content
Online
Activities
Only 30% of TV viewers are continuously attentive
to the watched content, 38% of them let the TV to
go on continuously, more as a background noise and
Audio Content
32% of them open the TV only when they want to
see a certain program. Editorial
Content
Most of them consider that ads are running too often
(79%) and that advertisement break is too long Offline
(77%).
Activities
When it comes to TV special projects perception,
53% of TV viewers consider that they are less
Shopping
annoying based on short duration and the fact that Behavior
they don’t interrupt the show. Almost half of them
consider that the information transmitted by them is Consumer
more visible and easy to understand. Values
Consumer
Particularities
Case Studies
Info source: Special TV Projects Effectiveness Study 2018, by Starcom Media Romania
Case study: Kamis Easter Campaign
Video Content
Online
Activities
Even if it seems a familiar category, consumers need to be
educated about herbs & spices in order to understand the Audio Content
importance of quality ingredients and the complexity of available
flavors.
Editorial
Cooking often becomes a task necessary to be done and women Content
have a cooking routine, mainly focused on traditional recipes.
Therefore they are not actively searching information about how Offline
to use new herbs & spices. Activities
In order to attract their attention we developed 5 sponsored Shopping

moments during cooking section of Neatza with Razvan and Dani Behavior
morning show, each one presenting the full of flavor recipe of the
day, emphasizing different Kamis spices . Consumer
Values
Consumer
Particularities
Case Studies
Thank you for reading 2018 Consumer Report and stay tuned for next
year’s edition!
Follow our Contact us for

Be friends with us
HumanGraphExperience additional
on Facebook:
series on: information:
ro.pinterest.com/starcomromania www.facebook.com/StarcomRomania consumer@starcomww.com

Consumer Report 2018

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Report 2018

Uploaded by

Copyright:

Available Formats

2018

Families with kids Teens

Families that live with kids <14 Teenagers, still in school

Single Youth Families without kids

Single Millennials Families that don’t have any kids

TV Online 71% 71% 73%

Info source: SNA Focus

 In past two years we notice an ascending trend

17% 16% 19%

Info source: SNA Focus

 Despite the fact that most respondents

Info source: SNA Focus

58% 53% 55%

 In 2018 more than half of the urban population

Info source: SNA Focus

Teens Single Youth Families with kids

Facebook remains by far the 82% 82%

Info source: SNA Focus

Info source: SNA Focus

Info source: SNA Focus

Info source: SNA Focus

 Top mentions about main summer festivals are

Info source: Zelist Monitor

Info source: SNA Focus

Info source: SNA Focus

 We notice that over the time the brand name has

Info source: SNA Focus

Info source: SNA Focus

Info source: SNA Focus

 In line with social commerce global trend, based 47%

Black Friday 2015 Black Friday 2016 Black Friday 2017

TV continues to be watched mainly offline

14% 15% Consumer

Info source: SNA Focus

Urban Rural National

Movie genre Audio-video content bought

39% 5% Families with kids enjoy Editorial

Info source: SNA Focus

Urban Rural National

10% Video Content

Info source: Gemius

Urban Rural National

83% Video Content

18% 15% 17% Audio Content

Urban/ Rural/ National Families with kids

Info source: Gemius

Info source: SNA Focus

Info source: SNA Focus

Info source: SNA Focus

Used features Top 10 weekly activities

Info source: SNA Focus

Urban Rural National

facebook.com 83% facebook.com 82% facebook.com 83% Online

75% 70% google.com 73% Audio Content

Urban/ Rural/ National Families with kids

Info source: Gemius

TECH & WEB

83% 82% 83% Online

Urban/ Rural/ National Families with kids

Info source: Gemius

55% Video Content

Info source: SNA Focus

Urban Rural National

Urban/ Rural/ National Families with kids