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Best Marketing Cluj 2019

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Julien Zidaru, Exact Business Solutions

Published in: Marketing
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Best Marketing Cluj 2019

  1. 1. Digital ®Evolution Nov 2017 – Nov 2019
  2. 2. DIGITAL ®EVOLUTION CONFIDENTIAL RESEARCH OBJECTIVES  Measuring the level of digitalization of Romanians  Identifying new trends regarding the usage of the digital environment in Romania Digital ®Evolution BACKGROUND  The digital environment is constantly expanding, with new trends and behaviors unfolding online every day. METHODOLOGY  CAWI (computer assisted web interview) quantitative tracking study  Semi-annual waves:  Nov 2017: 1027 respondents  Jun 2018: 1051 respondents  Nov 2018: 1123 respondents  May 2019: 1061 respondents  Target:18-65 years old, relevant sample for urban and rural areas, daily internet users
  3. 3. DIGITAL ®EVOLUTION CONFIDENTIAL Methodology (target group) Who? How? How many? Where? When? How long? Romanian population 19,472,072 Target group: almost 8 mil  Age: 18 – 65  Education: Medium & High  Daily internet users Almost 8,5 mil  Age: 18 – 65  Education: Medium & High
  4. 4. CONFIDENTIAL DIGITAL ®EVOLUTION 1. Devices for Internet access
  5. 5. DIGITAL ®EVOLUTION CONFIDENTIAL 9 out of 10 respondents accessed the Internet yesterday on the Smartphone On what device did you access the internet yesterday? Base: 1061 all respondents Internet Devices Yesterday 5 out of 10 respondents accessed the Internet yesterday on the Laptop 3 out of 10 respondents accessed the Internet yesterday on the Computer
  6. 6. DIGITAL ®EVOLUTION CONFIDENTIAL Significantly lower than the previous wave Significantly higher than the previous wave Internet Devices Yesterday On what device did you access the Internet yesterday? Base: all respondents 86% 90% 88% 90% 49% 53% 49% 48% 35% 39% 36% 33% 17% 18% 15% 16% Smartphone Laptop Computer Tablet Nov 2017 (N=1027) June 2018 (N=790) Nov 2018 (N=1123) May 2019 (N=1061)
  7. 7. DIGITAL ®EVOLUTION CONFIDENTIAL Significantly lower than the previous wave Significantly higher than the previous wave Internet Devices Yesterday On what device did you access the Internet yesterday? Base: all respondents 8% 15% 14% 19% 3% 3% 3% 1% 3% 2% 3% 0.1% 0% 0.4% 1% Smart TV Smartwatch Game console VR Glasses Nov 2017 (N=1027) June 2018 (N=790) Nov 2018 (N=1123) May 2019 (N=1061)
  8. 8. DIGITAL ®EVOLUTION CONFIDENTIAL Internet Devices Yesterday – by age On what device did you access the internet yesterday? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 2% 6% 2% 4%2% 2% 3% 6%0.4% 1% 1% 0.2% 8% 22% 15% 18%10% 15% 21% 26% 7% 10% 7% 12% 10% 17% 10% 11% 22% 20% 19% 19%20% 17% 17% 16% 25% 30% 24% 20% 36% 40% 39% 37%43% 46% 45% 42% 49% 54% 49% 45%45% 47% 45% 48%52% 57% 53% 51% 98% 98% 94% 96%90% 93% 92% 94% 70% 77% 78% 80% 18-30 y.o (Nov'17=341; June'18=241; Nov'18=367; May'19=352) 31-45 y.o. (Nov'17=361; June'18=289; Nov'18=394; May'19=371) 46-65 y.o. (Nov'17=325; June'18=260; Nov'18=361; May'19=338) Nov 2017 Jun 2018 Nov 2018 May 2019
  9. 9. DIGITAL ®EVOLUTION CONFIDENTIAL 1% 1% 3% 4%1% 7% 3% 6%2% 1% 2% 2%0.2% 1% 1% 3% 8% 14% 18% 20% 8% 25% 19% 23% 9% 12% 13% 17%7% 8% 8% 16% 22% 20% 14% 15%22% 26% 19% 17%15% 16% 15% 14%16% 10% 12% 15% Internet Devices Yesterday – by area On what device did you access the internet yesterday? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 38% 46% 46% 36%33% 48% 41% 39%41% 37% 35% 40% 27% 23% 25% 18% 55% 54% 59% 53%50% 59% 55% 53%44% 54% 47% 48%49% 42% 38% 39% 89% 90% 88% 91%89% 91% 88% 91%84% 85% 86% 90%88% 95% 92% 90% Bucharest (Nov'17=158; June'18=129; Nov'18=179; May'19=164) Large urban (Nov'17=281; June'18=236; Nov'18=324; May'19=295) Small urban (Nov'17=313; June'18=253; Nov'18=335; May'19=321) Rural (Nov'17=274; June'18=172; Nov'18=285; May'19=280) Nov 2017 Jun 2018 Nov 2018 May 2019
  10. 10. CONFIDENTIAL DIGITAL ®EVOLUTION 2.Behavior in the Digital Environment
  11. 11. CONFIDENTIAL DIGITAL ®EVOLUTION 2.1 Socializing Activities
  12. 12. DIGITAL ®EVOLUTION CONFIDENTIAL 83% 82% 84% 81% 65% 65% 69% 68% 54% 61% 65% 66% 10% 9% 9% 8% Frequency of Online Social Activities How often do you do the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061) Social networks (Daily) E-mails (Daily) Instant messages (Daily) Dating (Weekly)
  13. 13. DIGITAL ®EVOLUTION CONFIDENTIAL Did you use … yesterday? Base: respondents that used social networks at least once per week (Nov’17=737; June’18=719; Nov’18=891, May’19=835) 97% 97% 98% 97% 86% 86% 89% 89% 81% 86% 87% 87% 68% 77% 78% 85% 36% 40% 39% 41% 22% 23% 19% 19%18% 22% 21% 20% 16% 20% 12% 10%11% 13% 9% 11% 10% 9% 6% 5% Facebook Facebook Messenger Youtube WhatsApp Instagram LinkedIn Pinterest Twitter Snapchat Viber % Internet users using select platforms > 1x per Day, Romania
  14. 14. DIGITAL ®EVOLUTION CONFIDENTIAL How many hours did you spend yesterday on…? The average number of minutes spent on applications by their users Significantly lower than the previous wave Significantly higher than the previous wave Daily time spent on Apps: Decelerating 173 162 156 148 129 99 105 100 117 104 93 9395 83 81 92 95 55 66 35 94 68 53 62 89 85 70 7472 49 54 52 68 51 57 45 65 45 43 37 Nov-17 May-18 Nov-18 May-19 Facebook Facebook Messanger Youtube WhatsApp Viber Snapchat Instagram Twitter Pinterest LinkedIn
  15. 15. DIGITAL ®EVOLUTION CONFIDENTIAL Daily time spent on Apps (average user) Facebook, 2.5 Instagram, 1.2 Twitter, 0.9 Facebook Messenger, 1.7 WhatsApp, 1.5 Yahoo! Mail, 1.1 Gmail, 0.9Skype, 1.6 Pinterest, 0.8 Snapchat, 1 Tik Tok, 1.1 YouTube, 1.6 LinkedIn, 0.6 Spotify, 1.4 Tinder, 1.1 Reddit, 1.3 Hours per day
  16. 16. CONFIDENTIAL DIGITAL ®EVOLUTION 2.2 Information Activities
  17. 17. DIGITAL ®EVOLUTION CONFIDENTIAL 41% 41% 43% 50% 39% 39% 37% 42% 63% 58% 59% 57% 52% 52% 52% 53% 17% 17% 19% 17% Frequency of Online Information Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061) General knowledge (Weekly) Nutrition, health, diet (Weekly) Weather (Daily) News (Daily) Online courses (E-learning) (Quarterly)
  18. 18. CONFIDENTIAL DIGITAL ®EVOLUTION 2.3 Free Time
  19. 19. DIGITAL ®EVOLUTION CONFIDENTIAL Frequency of Online Free Time Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 42% 35% 37% 38% 32% 27% 28% 32% 22% 19% 27% 27% 36% 33% 22% 23% 22% 20% Blogging (Weekly) Video Streaming (Watching) (Daily) Vlogging (Weekly) Live (Making) (Quarterly) Games (Daily) Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061)
  20. 20. DIGITAL ®EVOLUTION CONFIDENTIAL Frequency of Online Free Time Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 41% 43% 43% 40%40% 51% 39% 41% 36% 41% 32% 28% 32% 32% 19% 26% 29% 30% 22% 31% 24% 26% Music (Daily) TV On Demand (Weekly) Movies (Weekly) Horoscope (Weekly) Paid Music (Weekly) Radio (Daily) $$ Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061)
  21. 21. DIGITAL ®EVOLUTION CONFIDENTIAL Daily Usage of TV on demand HBO Go Netflix Telekom TV Digi Online Orange TV GO Did you use … yesterday? Base: respondents that used social networks at least once per week - Nov’18=891, May’19=835) Nov 2018 May 2019 12% 17%17% 25% 12% 11% 16% 21% 7% 9% Significantly lower than the previous wave Significantly higher than the previous wave
  22. 22. DIGITAL ®EVOLUTION CONFIDENTIAL 81 90 110 112 134 104 59 69 73 HBO Go W3: N=107; W4: N=141 Netflix W3: N=146; W4: N=207 Telekom TV W3: N=101; W4: N=87 Digi Online W3: N=138; W4: N=171 Orange TV GO W3: N=58; W4: N=70 TV Applications Usage Average Number of Minutes (Daily) How many hours did you spend yesterday on…? The average number of minutes spent on applications by their users Nov 2018 May 2019 Significantly lower than the previous wave Significantly higher than the previous wave
  23. 23. DIGITAL ®EVOLUTION CONFIDENTIAL Daily time spent on TV Apps (average user) Netflix, 1.9 Digi Online, 1.2 HBO Go, 1.5 Telekom TV, 1.7 Orange TV Go, 1.2 Hours per day
  24. 24. CONFIDENTIAL DIGITAL ®EVOLUTION 2.4 Financial Activities & Ecommerce
  25. 25. DIGITAL ®EVOLUTION CONFIDENTIAL 57% 55% 63% 66% 53% 57% 59% 66% 40% 42% 47% 51% 33% 32% 32% 36% Frequency of Online Financial Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave Shopping (Monthly) Paying bills (Monthly) Internet Banking (Weekly) Selling (Quarterly) Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061)
  26. 26. DIGITAL ®EVOLUTION CONFIDENTIAL Frequency of Online Financial Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 30% 31% 35% 34% 33% 34% 13% 12% 16% 16% 15% 18% Travel reservations (Quarterly) Money Management Information (Monthly) Donations (Quarterly) Sports Bets (Monthly) Nov 2017 (N=1027) June 2018 (N=1051) Nov 2018 (N=1123) May 2019 (N=1061)
  27. 27. DIGITAL ®EVOLUTION CONFIDENTIAL NEW Frequency of Online Financial Activities How often have you done the following activities on the Internet? Base: all respondents Significantly lower than the previous wave Significantly higher than the previous wave 22% 14% 9% Food Order (Monthly) Groceries Order (Monthly) NFC Paying (Quarterly) May 2019 (N=1061) NEWNEW
  28. 28. CONFIDENTIAL DIGITAL ®EVOLUTION 2.5 Summary
  29. 29. DIGITAL ®EVOLUTION CONFIDENTIAL 81% 68% 66% 40% 42% 50% 33% 26% 20% 20% Social Networking E-mails Instant messages Music (non-paid) Weather Reading news Video Streaming Radio TV on demand General information Top 10 Online Activities Daily How often did you do the following activities online? Base: Wave 4: 1061 respondents *Wave 3 data 84%* 65%69% 43% 43% 37%* 24%36% 16% 20% Significantly lower than the previous wave Significantly higher than the previous wave
  30. 30. Thank you! E-mail: julien.zidaru@exactbusiness.com

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