iSense Solution Study: 9 out of 10 Romanians are influenced by Social Media in terms of their trust in brands

Newsroom 25/02/2019 | 13:49

Social networks have an important role for Romanians who live in urban areas: 53 percent of them start their day by going on the social media channels, shows Romania’s Digital Marketing Report created by marketing reach company iSense Solutions and presented at the Digital Marketing Forum event.

By Romanita Oprea

Facebook remains the most powerful social network for Romanians, as 94 percent of those in urban areas have an account on this social media network. The following networks by popularity are YouTube (with 63 percent of Romanians who use the Internet), followed by Instagram (55 percent).

When it comes to Instagram, this social network registered an important growth in the recent period of time: if in 2016, 35 percent of the Internet users having an account, in 2019 the percentage reached 55.

Besides the fact that most Romanians have a Facebook account, the percentage of those who nominate it as their favorite social network reached 79 percent in 2019. Still, among the youngsters with the age 18- 25, the preference for Facebook dropped from 82 percent in 2018 to 48 percent in 2019. That proved to be Instagram’s win, as the percentage of users from this category of age grew from 7 percent in 2016 to 42 percent in 2019.

Still, there is one age category that remains loyal to Facebook:  84 percent of those over 45 years old declare that Facebook is their favorite social network.

9 out of 10 Romanians are influenced by Social Media regarding their trust in brands. What it influences them: The recent good and quality content reviews (54 percent), interesting content (39 percent) and the fact that the brand responds on the social networks (38 percent), as well as the reviews given by friends (36 percent) represent the activities that are the reasons for the growth in trust among the Romanian Internet users.

“We like to use the social networks, they are the most important part of our life. Even if there are always new ones while others start to drop in interest, Facebook remains an important network in Romania, while Instagram is growing extremely fast among the youngsters. When it comes to the brand communication, the consumers got used to brand communicating with them through the social networks, this becoming a normal part of their interaction with the brands,” said Andrei Canda, Managing Partner iSense Solutions.

When it comes to the evolution of the channels consumers want to interact on with brands, many want the brands to communicate with them on Facebook (63 percent in 2019 versus 51 percent in 2018), on YouTube (16 percent in 2019 versus 8 percent in 2016) and on Instagram (16 percent in 2019 versus 3 percent in 2016).

As for the content that waits for them on social media, the consumers want the brands to communicate with them on social media for promotions (75 percent), novelties (71 percent), products (62 percent), actions and events (34 percent), but also on CSR actions (25 percent).

The data were collected in February 2019, and the research was carried out online on 1,040 respondents who are representative for urban areas in Romania, with an error margin of +/- 3,1  percent, at a trust level of 95 percent. The data were compared with similar studies done in the period 2016-2018.

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