Leading Brandsby Romanian Internet Users 2011gemiusAdHoc<br />February 2011<br />
About Gemius<br />Our products:<br />AdOcean <br />	- Publisher adserver<br />gemiusDirectEffect<br />     - Effectiveness...
About study<br />4th edition (2010, 2009, 2008)<br />The results of the study are compared with the data obtained in 2010 ...
Research method<br />Data were gathered between 11th-20th January 2011<br />Invitations to take part in the survey were di...
Survey Structure<br />The survey was divided into three main sections:<br />leading brands and online presence characteris...
 created on the basis of the most important features indicated by users</li></li></ul><li>Leading brands featuresWhich of ...
It seems that Romanian internet users take less into consideration their peers opinion. It counts even less than a year be...
Overall the ranking of the most important features has not changed since 2010.</li></ul>Base:All respondents N=2337<br />S...
Brand’s online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of a ...
Displaying a seamless online image has gained in importance.
The availability of the data on the internet has decreased compared to the 2011 readings.
This suggests that Romanian internet users are more demanding when it comes to the online image of a brand. Being online i...
Romanian brands most present on the internetTop 10 (spontaneous answers) When you think about Romanian brands most present...
Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to you...
Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands com...
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Online Leading Brands Romanian 2011

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Cea de-a IV-a editie a studiului despre brandurile de pe piata romaneasca, asa cum sunt vazute de utilizatorii de Internet.

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Online Leading Brands Romanian 2011

  1. 1. Leading Brandsby Romanian Internet Users 2011gemiusAdHoc<br />February 2011<br />
  2. 2. About Gemius<br />Our products:<br />AdOcean <br /> - Publisher adserver<br />gemiusDirectEffect<br /> - Effectiveness of online campaigns<br />gemiusTraffic, gemiusHeatMap<br /> - Users Behavior<br />gemiusAdHoc<br /> - Quantitative research<br />gemiusFGI<br /> - Qualitative research<br />Usability studies<br />
  3. 3. About study<br />4th edition (2010, 2009, 2008)<br />The results of the study are compared with the data obtained in 2010 and statistical differences were investigated.<br />The study identifies the perception of the characteristics determining a leading and online brand.<br />Two main goals were achieved as a result of the study:<br /> indication of the leading brands in various categories as perceived by the Romanian internet users<br /> finding out which are the most online present brands, in Romanian internet users opinion<br />
  4. 4. Research method<br />Data were gathered between 11th-20th January 2011<br />Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Wall-Street, Corporate News and Digital 4.<br />Target group of the study are Romanian internet users aged 18-45.<br />The final sample (N) consists of 2337 questionnaires completed by Romanian internet users aged 18-45.<br />Results of the study were presented with the use of an analytical weight, based on data concerning structure of the online population in terms of gender and age of internet users.<br />The structural data was taken from the Omnibus study provided by Mercury Research. <br />
  5. 5. Survey Structure<br />The survey was divided into three main sections:<br />leading brands and online presence characteristics<br />Romanianbrands: popularity, trustworthiness, onlinepresence<br /> product categories (banks and insurance; personal care/cosmetics; auto; telecommunications).<br />The first two sections were displayed to all respondents<br />In the third section (product categories) one respondent was asked questions about only one product category. <br />Leading Brands and Online Presence Indices<br /><ul><li> values range between 0 and 1
  6. 6. created on the basis of the most important features indicated by users</li></li></ul><li>Leading brands featuresWhich of the following features are, in your opinion, to the greatest extent those of a ‘leading brand’?Please indicate up to 2 features.<br /><ul><li>High quality of products or services is definitely the most important attribute when evaluating a brand.
  7. 7. It seems that Romanian internet users take less into consideration their peers opinion. It counts even less than a year before if the brand has a lot of fans or if it is widely known.
  8. 8. Overall the ranking of the most important features has not changed since 2010.</li></ul>Base:All respondents N=2337<br />Source: gemiusAdHoc, February 2011<br />
  9. 9. Brand’s online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of a brand’s online presence? Please, indicate up to 2 features.<br /><ul><li> The ranking used to determine the online presence index, is the same as it was last year.
  10. 10. Displaying a seamless online image has gained in importance.
  11. 11. The availability of the data on the internet has decreased compared to the 2011 readings.
  12. 12. This suggests that Romanian internet users are more demanding when it comes to the online image of a brand. Being online is a must, having a constantly improving image becomes more important as a value added feature.</li></ul>Base:All respondents N=2337<br />Source: gemiusAdHoc, February 2011<br />
  13. 13. Romanian brands most present on the internetTop 10 (spontaneous answers) When you think about Romanian brands most present on the internet, which brands come to your mind first?<br /><ul><li>Other brands, falling short of the TOP10, with more than 2% of internet users mentioning them among the Romanian brands most present on the internet are: Domo, Romtelecom, Poiana, Cotnari and Timisoreana.</li></ul>Base:All respondents N=2337<br />Source: gemiusAdHoc, February 2011<br />
  14. 14. Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first?<br /><ul><li>Other brands, falling short of the TOP10, with 2% of internet users mentioning them among the most popular Romanian brands are: Timisoreana, Murfatlar, ProTV, Farmec, Romtelecom and Eugenia.</li></ul>Base:All respondents N=2337<br />Source: gemiusAdHoc, February 2011<br />
  15. 15. Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first?<br /><ul><li>Other brands, falling short of the TOP10, with 2% of internet users mentioning them among the most trustworthy Romanian brands are: Poiana, Napolact, Cotnari, CEC, BRD and eMag.</li></ul>Base:All respondents N=2337<br />Source: gemiusAdHoc, February 2011<br />
  16. 16. Personal Care – Online Presence Index<br />Base: respondents to whom the block of questions concerning personal care was displayed (N=586)<br />Source: gemiusAdHoc, February 2011<br />
  17. 17. Banks & Insurance – Online Presence Index<br />Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=589)<br />Source: gemiusAdHoc, February 2011<br />
  18. 18. Auto – Online Presence Index<br />Base: respondents to whom the block of questions concerning auto was displayed (N=555)<br />Source: gemiusAdHoc, February 2011<br />
  19. 19. Telecommunication – Online Presence Index<br />Base: respondents to whom the block of questions concerning telecommunication was displayed (N=607)<br />Source: gemiusAdHoc, February 2011<br />
  20. 20. Contact<br />Catalin Emilian,<br />Operations Manager<br />GEMIUS RESEARCH SRL<br />Str. CezarBolliac Nr. 8, Ap.6, Sector 3, Bucuresti<br />Phone: +40213233523 <br />contact@gemius.ro<br />

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