Starcom Romania launches the Events Behavior in 2022 study

Starcom Romania launches the Events Behavior in 2022 study, which analyses Romanians’ preferences in terms of events and how these preferences differ according to age segments, as well as how people make decisions on the events they will attend, which are the main sources of information on events and which are the most anticipated festivals of the year.

About the Events Behavior in 2022 study

“Even after two years of pandemic, marked by restrictions and fear of COVID-19, cultural events/activities in physical format remained the main form of socialization and relaxation for all of us. We have noticed that for those who attended such events in 2021, the experience was enjoyable and long awaited. Of course, there remained a hint of uncertainty in these types of events, but the desire to have fun with friends, meet new people, relax and get out of the daily context seems to be stronger. The year 2022 is shaping up to be more active than 2021 in terms of attending face-to-face events, and of these, the most anticipated are concerts and shows, fairs and music festivals”, said Andreea Zanfir, Head of Consumer Insights, Starcom Romania.

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The most important issues presented in detail in the Events Behavior in 2022 study

Romanians and events

According to the new survey, most Romanians in urban areas attend events once or several times a year. People from younger generations (18-34 y.o.) attend events more often, even on a monthly basis. Low financial possibilities and lack of time are the main reasons why Romanians from urban areas usually choose not to participate in cultural events / activities.

Events Perception in Pandemic Context

Two years after the start of the pandemic, 8 out of 10 internet users in urban areas (especially Gen Z) say they miss the events they used to go to for fun and to meet new people. However, Romanians are still apprehensive about crowds and prefer to attend outdoor events where they feel safer. Also, more than half of the respondents say that they have learned to adapt to the different event formats that have emerged as a result of the physical distance imposed by the pandemic.

Events participation in 2021

Despite the restrictions imposed by the authorities, the distancing advice given by specialists and their own fear, more than 6 out of 10 Romanian internet users in urban areas (especially from the younger generation) took part in events last year. On average, they attended three events in 2021.

Types of Events attended in 2021

The most popular events, last year, were fairs, festivals and exhibitions with selling products (e.g. food, clothing, books), especially among people from mature age segments (45+).

Half of the respondents, especially those aged 25-44, attended in greater extent concerts and shows in 2021, while Millennials (25-35 y.o.) preferred film and arts festivals and Gen Z (18-24 y.o.) attended music festivals more.

Events planned for 2022 and the behaviour of Romanians

According to the study, 9 out of 10 Romanians, internet users in urban areas, plan to attend at least one event this year. Among the respondents, the most eager are young people aged 25-34. In addition, Romanians plan to go to an average of 5 events in 2022, with an increasing interest also among older age groups (45-54 y.o.).

Among the main events planned for this year are concerts and shows, fairs (especially Christmas, fashion and food fairs) and music festivals, the latter being among the top preferences of young generations.

As for those who did not include events in their plans this year (representing 14% of respondents), financial insecurity and rising prices are the main reasons for this.

Decisions and sources of information

For 6 out of 10 Romanians in urban areas, the decision to attend an event is more spontaneous, generally being taken in the same week as the event or, at most, a month before. One possible explanation for this may be the unusual context we are going through, with most people avoiding long-term plans.

In terms of main sources of information, Romanians in urban areas find out about events mainly from television and from talking to friends and acquaintances, but also from event websites and social media. While for the 45+ age segment the main source of information remains TV, for Gen Z and Millennials, social media posts and social media accounts of favourite local artists matter more.

Events advertised on the radio and via street panels are more likely to be noticed by the 35-44 y.o. age segment.

Most anticipated festivals in 2022

6 out of 10 Romanians, urban internet users, expect to relax and enjoy the moment during this year’s planned festivals. While Gen Z (18 – 24 y.o.) are looking forward to having fun, making new friends and participating in activities organised by brands during festivals, Millennials are hoping to find the most Instagrammable places and interact with influencers and celebrities they admire.

Those in the more mature age segments prefer relaxation and culinary experiences instead.

Brands and events

Brands involvement in cultural events and activities has the effect of arousing curiosity and the consideration indicator, especially among mature audience segments over 45.

On the other hand, for Gen Z (18-24 years old) it matters more to show off by posting photos with the brand, while for the 25-44 age segment, this type of brand activity helps build and maintain loyalty.

The study was conducted online, with a sample of 903 urban internet users aged 18+. Of these, 802 respondents reported that they usually participate in cultural events/activities. Data collection took place between 14 and 18 April 2022.

The Events Behavior in 2022 survey is a Starcom Romania initiative and is part of the HumanGraphExperience series. Extended version or further information can be requested at consumer@starcomww.com.