First research project of the YOUTH MONITOR platform, representative on teen population of 14-21 years in urban areas. The research contains a specific set of relevant information, thought to guide and inspire marketers in decisions that relate to young segment, from the products and services to programs that benefit both to them and companies that manage products and brands relevant now or in future for the youth. The study covers both general aspects - demographic, values, lifestyle, online behavior, models of success - and details the level of categories - food, personal care, sports, music, fashion, telecom services, the banking or tourism. There are also prospects far less explored, and in the social networking, consumer profiling, positioning towards people in general and family friends, etc. that help to complete the current image of young people in Romania. Research suggests a segmentation by value, in eight distinct profiles of adolescents, data analysis can be pursued in parallel to detect similarities and differences between them by gender, area of ​​residence, place of residence, education, age and income monthly, and habits in several categories. The scientific approach to achieve this study had an important contribution to Professor Vintila Mihailescu, Head of Sociology Department of Political Science Faculty SNSPA. It proved to be an important contributor to a deeper understanding of young segment of the population, and in the process of setting research objectives for a more extensive and accurate perspective on urban profile of young people in Romania.

1. Preview

2. Research methodology
1. organizing a round table with marketers from different companies
in order to better understand their needs in relation to the youth
segments
2. qualitative phase: 6 in-depth interviews and 8 focus groups (in
Bucharest, Cluj and Iasi) with teachers, students, specialists in
psychology and sociology
3. quantitative phase: structured questionnaire applied to a sample
of 900 14-21 y.o. from urban areas
Estimated total workload: over 1,100 hours

3. Approached subjects
Youth and education
Socio-humanistic dimensions
Youth as a marketing focus
Global trends
Segmentation
Lifestyle
Sport
Music
Movies
Services (Food; Personal care; Fashion; Electronics; Services)
Shopping
Internet
Friendship and relationships
Youth in a social context
Success

4. Premises
For every company that made it through 2011,
it's clear that the young represent
a very severe audience.
Rightly understood, they can become a part
of the brand's life, getting involved
in its shaping.

5. Global trends
Fragmentation, complexity and cultural acceptance define this generation
The social networks change the meaning of socialization
The two ends of the communication process get mixed up
Success has no recipe, but it is nowadays easier to plan
The young are increasingly present in the public eye
The geographical mobility defines the lifestyle
The "young" subject is hot on a global scale
New professional perspectives arise
Urban development
Business models
are being redrawn

6. Youth – worldwide and in Romania
Young Socially prone
Always on
the move
Important
Numerous Trend setters role in
acquisitions
Inclined
Massive Financial to bond
communicators resources
with
brands

7. "from marketing to youth
to marketing with youth"
The study is based on social and marketing research,
which connects young people, business people
and marketers.
A flow of specific and tailored to the actual
business environment information, which offers
an extensive perspective regarding the young people
and the most important aspects of their life to the marketers.

8. Young urban Romanians demographic profile
14 yo – 9% Pupil – 51,5%
15 yo – 9% University student – 28%
University student
16 yo – 10%
Occupation
(more than one faculty) – 2%
17 yo – 10% Pupil / student & employee – 6%
Age
18 yo – 15% Employee – 6%
19 yo – 15% No occupation – 1%
20 yo – 15% Unemployed – 4%
Freelancer – 2%
21 yo – 16%

9. 14 to 21 y.o. numbers
in terms of residence area (2000 - 2010)
This population constantly decreased during 2000 and 2010
There has been a sharper decrease of 14-21 y.o. in the urban area

10. School student numbers trends
(2000 – 2010)
The school population decreased constantly between 2000-2010
There has been a sharp increase of students in higher education
until 2007, which then decreased up to 2010

11. So…
Young people are effervescent, and our report as well.
Which subjects are you going to read about?
School, friends, lifestyle, values, sports, music, film, food, personal
care, fashion, electronics, mobile telephony, banking, tourism,
shopping and the Internet.
As a marketer, you can't miss it!
We are more than delighted to share our findings with you.

12. Lifestyle
The internet and school are to be found first among all the activities.
TV remains on top, but loses ground compared with the internet .
More and more teenagers participate in social responsibility activities
organized by NGOs or brands.

13. Sports
Youngsters practice several sports,
rather as a hobby than for
achieving performance.
Interesting differences appear
between practicing a certain sport
and enjoying watching sport
competitions on TV or online.
Biking has become more than just a
trend and winter sports mainly
cumulated incidence below 10%.

14. Music
Their preference goes more to different music genres and not so
much to particular artists.
However, the youngsters admire singers rather than bands.
The situation is more favorable to Romanian artists, in comparison to
the foreign music artists or bands.

15. Film
Movies are better seen on the computer, and among those preferred
by young people are the old Romanian ones.
Most of their favorite actors are international, and, on a local flavor,
those who play in soap operas.

16. Food
The young would rather go for the tasty choice,
and not for the healthy one, but the eco-products are starting to become
more and more relevant for
certain segments.
Girls, more than boys, pay
attention on the purchase
of food.
Among their favorites: chewing gum,
chocolate, chips, pasta, ice cream, pizza.
Still soft drinks category is highly competitive, with a detached leading
brand and other five competing brands with fragile-off differences
between them.

17. Personal care
Personal care gains in relevance with age.
Cosmetic products
are not purchased
from specialized units,
as a large number of teens
buy them from distributors
or even online.
More than half of young people have their own favorite brands to
whom they are loyal

18. Fashion
Young people go shopping in malls, as well as in
hypermarkets or at the markets.
They are usually accompanied by friends, in more than 50%
The endorsement is given by the presence of the brand and
not necessarily by the higher price.
The vast majority are very concerned about their image.
Boys are more reluctant in general to buy from second-hand
than girls.

19. Electronics
The most popular
gadget is the phone,
almost all young people
own one, with
multi-tasking activities.
The computer is now a home cinema system and a multitasking tool for the
young: Internet browsing, homework, listening to music, watching movies,
playing video games.
In most cases, young people choose the product and the brand, even if they
are purchased from someone else's money.

20. Mobile services
Youngsters prefer pre-pay telephone services and Nokia phones.
They use mostly written messages, but mobile Internet usage is
gaining field.
Social networks are the favorite destination when using mobile
access.
There is a significant gap between preference and
utilization for iPhone, which reveals the aspirational
character of this brand to the young segment.

21. Banking
Girls are more likely to use banking services.
Teens are starting to use debit cards and
online banking services.

22. Tourism
Most of the youngsters
enjoy the seaside,
but rather go to
the mountains, due to
a better infrastructure.
The most attractive place in Romania is Brasov.
They enjoy to visit other countries, either in organized tours for
concerts or in holiday camps.
A significant number are using the Internet to plan vacations.

23. Shopping
Young people have their own resources
which they spend in acquiring the following
Regarding the purchases made with the family, they begin to
influence increasingly the available spending budgets.
Almost two thirds of young people believe that the Romanian
products are of a good quality.

24. Internet
The youngsters use the internet daily, depending on the needs and
the free time they have at their disposal.
The most used applications are the messaging and social networking
type.
The main attraction of social networks does not seem to be, though,
meeting new people or friends of friends.

25. Friends and relationships
More traditional than it would appear, young people welcome
the idea of marriage, without rejecting the sexual initiation
before that although.
In big cities, especially in Transylvania, the family roles
are perceived as being less strict.

26. The young in the social context
Most youngsters admit that their relationship with their parents is
under the pressure, but operational.
They agree that older generations fail to understand them.
For young people, material wealth is
more important than the spiritual one.

27. Success
1 of 2 young people would leave the country in hope of a higher
earning.
Entrepreneurial trends are relatively low.
The young believe that
the most important
things in life are:

28. Portrait of the urban youth
In terms of attitude, about one out of three adolescents options change
significantly and systematically with age. Personality changes are so much
more common than those concerning the consumer behavior.
The daily life behavior revolves around the Internet, but the life of
teenagers did not moved to the virtual world, like we are sometimes
tempted to believe.
Religion is not disappearing for this generation, but it increases in
significance, reaching even to be considered almost on par with science,
upon giving an explanation about the world and life in general.
After turning 18, almost half of them work.

29. Portrait of the urban youth
For most of them, the most important thing in life is represented by money,
as the special attention for personal image attracts substantial expenditure
in various categories of consumers.
Teenagers have an important saying in the family decisions, especially in
terms of objects / services too sophisticated for their parents (electronics)
Cultivating one's self, although the most personal of all activities, seems to
be also a generational value in the full swing, thus aligning the post-modern
trends.
Brands are, at a larger extent, more of a voucher of quality than the
premium price.

30. One question now
How many young people do you think do not usually get involved
in household decisions?
Could it be 5 out of 10?
Or maybe 3 out of 10?
Well…
It’s just 1 out of 10!

31. This is to show you that
These 90s babies are not as easy to comprehend as one might
expect.
But with the right data, they become the most useful tool to a
marketing campaign, for present and future products & services.
So, what to avoid when communicating with young people and what
to expect when trying to define them?
Discover all this information and much more thanks to
Young in Romania. Urban marketing profile.

32. Young in Romania.
Urban marketing profile
A research study powered by SMARK Research and
conducted by
Reseach.SMARK.ro/Tanarul_in_Romania

33. Contact
Fax: 021 232 73 92 Phone: 021 232 73 79
office@youthmonitor.ro
Radu Bogdan
Mobile: 0723 250 192
E-mail: radu@youthmonitor.ro
Cosmin Nae
Mobile: 0722 621 044
E-mail: cosmin@youthmonitor.ro