What are the content, brand and tech trends in Romania, according to the latest Starcom MediaVest Group report

Starcom MediaVest Group has launched the third edition of the Consumer Report, which offers information regarding important chapters, such as Technology Usage, Content & Entertainment, Brands & Shopping and Trends in action among local consumers.

The study is coagulated around four categories of public, divided accordingly to the life stage: families with kids (kids with ages up to 14 years old), teens (with the age between 14 and 17), single youth (with the age between 18 and 34) and families without kids (couples usually with the age over 45, that don’t have children and don’t live together with the children).

The full report offers relevant information about the way each of these categories is using the technology, about the consumption of media, with accent on the consumed content in online, compared with the one consumed offline and their predisposition towards accessing the promotional offers. The study contains, as well, a section of case studies that presents the way in which the data can be capitalized into the communication with each one of the analyzed sectors.

Technology Usage

Among all the four categories of public analyzed there are more smartphones’ users than last year that being the main device present in the consumers’ lives, after the TV. The usage on a larger scale of the smartphone drove to the diminishing of the need for having photo or video cameras, contributing at the same time to the enhancement of the mobile gaming attitude, social networking and generating content online.

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The connection to the Internet is done more and more from the mobile devices: owning a personal computer decreases in the favor of the intense usage of tablets, laptops and smartphones.

Content & Entertainment

The media consumption continues to be one of the main activities of spending the free time in the house. Among the teenagers and the youngsters the consumption of video and editorial content moves in the online, while the audio content remains at the same measure in online and offline.

At the same time, at a level of informing we see among the youngsters a tendency of guiding themselves after the alternative sources, following a lot of pages and interests on Facebook and being influenced by simple people that generate content on social media. These youngsters not only that consume information received from these alternative sources, but at their own contribute to the creation of online content, becoming influencers for the mature targets.

Brands & Shopping

In this year’s edition, the focus on the promotional behavior, following the importance of the price and offers during the different times in life, with focus on the two promotional seasons during the year: Black Friday and Easter Offers.

For most of the members of the families with children, the price influences a great deal the consumption decision versus brand, being considered mostly a measure of the product’s quality than an indicator of the cheap offers.

The majority of the consumers in the category „single youth” prefer the offline shopping, because it allows them to the test the product before buying it. Half of them shop for impulse for the same reason being attracted by the e-commerce in a greater deal than the general population in the urban area.

The teenagers tend to ask advice prior to going shopping, but they are not fans of the promotional goods and services. The interest towards the promotions rises especially among the teenagers involved in household activities, especially those that are used to handling several expenses chapters.

Trends in Action

Among the families with children, the authors of the study have registered a growing sentiment regarding the impact of humans on the environment, from the desire of preserving the resources and offering a better future for their children. Also, this segment is more predisposed to get involved in any CSR activity.

The information were retrieved from the Consumer Report, based on data from the SNA Focus study.

The full report can be downloaded here.

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