Principalele informatii care reies din acest studiu: • 39% dintre romani, petrec in medie 18,6 ore online pe saptamana, depasind media de 16,1 ore din regiune (CEE). • TV-ul isi aloca 21,6 de ore in medie pe saptamana in ceea ce priveste consumul de media al romanilor • 21% dintre utilizatorii romani de Internet folosesc mai mult de un dispozitiv pentru a accesa Internetul • 9% dintre romani intra online prin intermediul telefoanelor mobile • Internetul influenteaza romanii in ceea ce priveste intentia de cumparare si preferinta pentru o anumita marca mai mult decat pe ceilalti europeni sau vecinii din regiunea CEE; 44% dintre utilizatorii romani de internet declara ca Internetul ii ajuta sa aleaga produse sau servicii mai bune ( fata de media europeana de 51% sau CEE 53%) • Telefonul mobil este folosit preponderent pentru email si socializare online. • Zilnic, 48% dintre utilizatorii romani viziteaza site-uri de stiri • In topul activitatilor derulate de utilizatorii romani de internet. Se afla e-mailul si Instant Messagingul • Utilizatorii romani de Internet sunt mai activi decat restul europenilor in ceea ce priveste social media. Cu toate acestea, activitatile pasive au o pondere mai mare in obiceiurile de utilizare ale retelelor sociale (57% citesc update/uri sau mesaje in tip ce doar 15% isi updateaza profilul sau comenteaza zilnic) • Internetul a devenit esential in relationarea unui brand cu consumatorii - peste jumatate dintre utilizatorii romani de internet sunt de acord ca modul in care un brand comunica online este important pentru ei. • Produsele electronice si serviciile de telecom urmate de serviciile turistice ocupa primul loc la influenta a internetului in decizia de cumparare • 95% dintre utilizatorii romani de internet cauta informatii online inainte de a efectua o cumparare si 87% fac cumparaturi online. Cu toate acestea doar 11% din totalul cumparaturilor este efectuat prin Internet

1. Results for Romania with European
Highlights
Alain Heureux, President & CEO
IAB Europe
Bucharest, 10th July 2012
@IABEurope

2. Presentation Agenda
1. Introduction
→ Background
→ Coverage and Methodology
2. Main Findings
→ The Media Evolution
→ Internet everywhere by any means
→ Media multi-tasking means more active consumers
→ Brand relationships grow via digital touchpoints
→ The Internet is an entertainer and enabler
→ Connectivity via mobile phones increasing engagement
→ Instant access to information at consumers fingertips
→ Internet enriches consumer communication
→ Online plays a key function in the purchase funnel
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3. Background
• As part of their research remit, the IAB Europe conducts Mediascope Europe,
widely recognised as the industry standard consumer research study on the
European media landscape
• The broad aim of this study is to capture the different ways in which
consumers are developing across Europe and assess their similarities and
differences
→ Identify changing media consumption patterns
→ Evolution of media multi-tasking and emerging and evolving online media
→ Video consumption, social media and e-commerce
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4. Coverage and Methodology
• Fieldwork took place in 28
markets in February 2012
• An Omnibus + Online Finland
methodology was used across Norway Russia
all countries totalling nearly Sweden Czech
50,000 interviews Republic
• The application of quotas Denmark
Poland
ensured that representative Ukraine
Ireland UK
samples were achieved in Germany Slovakia
each Market Netherland Romania
s
→ quotas on age, gender, Hungary
France
education and regional Bulgaria
distribution were Belgium Turkey
Italy
applied Spain Slovenia
Greece
Portugal
Switzerland Austria Croatia Serbia
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5. Mediascope Europe - Sponsors
Mediascope Europe 2012 is supported by over
100 leading media companies, local IABs and
other trade associations
* The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any
relationship with IAB Europe other than that of Mediascope Europe sponsor
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6. Mediascope Europe – Local Sponsors – Romania
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7. The European TV consumption
14
hours/week in
Northern
16 17.7
Europe
hours/week in hours/week in
Western Central &
16.7
Europe Eastern Europe
hours/week in
Southern
Europe
EU average = 16.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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8. The European Internet consumption
87%
in Northern
Europe
81% 55%
in Western in Central &
Europe Eastern Europe
61%in Southern
Europe
EU average = 65%
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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9. The European Internet consumption
14.8
hours/week in
Northern
14 16.1
Europe
hours/week in hours/week in
Western Central &
13.8
Europe Eastern Europe
hours/week in
Southern
Europe
EU average = 14.8hs
Base: All European who use: TV, n=21,911; Radio, n=15,741; Magazines, n=11,361; Newspapers, n=14,989; All internet, n=15,290,
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10. The Media evolution
7.2m
Romanians are online
Total adult Romanians population of 18.7 million
Base: All Respondents (Omnibus) n=1,039
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11. The Internet evolution
39%
EU: 65%, WE:81%, NE:87%, SE:61%, CEE:55%
Romanian Internet
of all Romanians are online
users spend on average
18.6hrs online per
week
EU: 14.8, WE:14.0, NE:14.8, SE:13.8, CEE:16.1
Base: All Respondents (Omnibus) n=1,039, All Internet
Users n=390 11

12. The Romanian media consumption landscape
Penetration
EU: 95%,
TV 96% WE:94%, NE:95%,
SE:97%, CEE:95%
EU: 65%,
Online 39% WE:81%, NE:87%,
SE:61%, CEE:55%
EU: 64%,
Radio 47% WE:82%, NE:85%,
SE:68%, CEE:48%
EU: 62%,
Newspapers 36% WE:70%, NE:82%,
SE:59%, CEE:56%
EU: 48%,
Magazines 29% WE:63%, NE:62%,
SE:43%, CEE:39%
Base: All Respondents (Omnibus) n=1,039
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13. Increasing choice of Internet access
Accessing the internet via the computer is the most popular
method – Used by 7.0 million Romanians (38% - EU:64%)
However 21% of all Internet users in Romanian (EU:37%) go online via
more than one device
Base: All Respondents (Omnibus) n=1,039, All Internet
Users n=390
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14. The alternative ways of going online
1.6m Romanians go online
using a mobile
→ 9% of Romanians (EU:21%)
→ Spend on average 12.4 hours per
week (EU:9.4hrs)
→ 74% use their mobile to go online
during the day
Starting to go online
using a tablet
→ 1% of Romanians (EU:8%)
Base: All Respondents (Omnibus) n=1,039, All Mobile
Internet Users n=92, All Tablet Internet Users n=13, All
Games Console Internet Users n=9
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15. Media multi-tasking means more active consumers
30%
of Romanians are
online whilst
watching TV
EU: 48% WE:58% NE:59% SE:39% CEE:44%
Base: All Respondents (Online ) n=1,003
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16. Relationship between content consumption on TV and online
2.4 hours per week across
Romanians (EU:2.8hrs) is spent
watching TV and online at the
same time (11% (EU:16%) of all Among Romanians who watch
time spent watching TV) TV and are online
concurrently,
56% EU: 33%
state the online activity is
likely to be related to the TV
programme they are watching
Base: All TV Viewers (Online) n=859
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17. Brand relationships grow via digital touchpoints
51% of Romanian Internet users agree that the way
a brand communicates online is important
Base: All Respondents (Online) n=1,008, All who use
both TV and Internet at the same time n=645
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18. Internet influence on brand choice and purchase decision
58% 63%
of all Romanian of all Romanian
Internet users Internet users
are inclined to often visit the
find out more about products they websites of my favourite brands
see advertised online
EU: 47% WE:35% NE:34% SE:45% CEE:59% EU: 46% WE:42% NE:34% SE:48% CEE:49%
43% 51%
of all Romanian of all Romanian
Internet users Internet users
are more likely to state the way a
buy a product of a brand that they brand communicates online is
follow on a social networking site important in influencing my
opinion of that brand
EU: 30% WE:19% NE:18% SE:29% CEE:42% EU: 41% WE:31% NE:26% SE:41% CEE:51%
Base: All Tablet Internet Users (Online) n=70, All
Games Console Users (Online) n=25
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19. Internet influence on purchase decisions for products
44%
of all Romanians
EU: 51% WE:52% NE:46%
SE:45% CEE:53%
Internet users state
the internet helps
them choose better
products /service
Base: All Internet Users (Online) n=989
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20. Consumers connecting via multiple touch-points
Among all Romanian
Smart phone users:
→ 67% are interested in location-based
vouchers (EU:48%)
→ 45% are interested in downloading a
mobile phone app (EU:41%)
→ 20% are interested in QR codes (EU:32%)
Among all Romanian
Internet users:
→ 62% are interested in connecting via social
networks (EU:38%)
→ 34% are interested in viewing video content as
part of advertising campaigns (EU:30%)
→ 32% are interested in uploading video/ images
to a brand’s website advertising (EU:24%)
Base: All Internet Users (Online) n=989
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21. Benefits users get via digital
EU: 81% EU: 44% EU: 43%
WE:83% WE:51% WE:54%
NE:85% NE:62% NE:61%
SE:79% SE:35% SE:44%
CEE:80% CEE:40% CEE:32%
85%
of all Romanian
53% of all Romanian
23%
of all Romanian
Internet users state Internet users state Internet users state
the internet helps of all Romanian Internet users state the internet
the internet helps the internet helps
them manage their helps them managetouch with friends or relatives
keep in them book holidays
lifestyle NE:66% SE:61% CEE:64% finances
EU: 63% WE:62% or make travel
arrangement
46%
Base: All Internet Users (Online) n=989
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22. The internet is an entertainer and enabler
30% of Romanians are
online during the
traditional primetime
TV evening slot
(EU:52%)
, All Internet Users (Online) 989
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23. Instant access to information at consumers fingertips
48%
of Romanian Internet
users visit news websites
everyday
Base: All Respondents (Online) n=1,008
23

24. Internet enriches consumer communication
100%
of Romanian Internet users
communicate through email
Base: All Internet Users (Online) n=989
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25. Communication with friends and family on Social media
93%
of all Romanian Internet
users have used a
personal or professional
Social Media website
EU: 81%
WE:73%, NE:80%, SE:84%, CEE:87%
Base: All Internet Users (Online) n=989
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26. Communications with brands on Social media
Top activities carried out at least Top activities ever carried out
Monthly
‘Liked’/ became a fan of a brand 52% ‘Liked’/ became a fan of a brand 67%
EU: 42% EU: 67%
Unfriended brand 20% Complained directly to a company 75%
EU: 20% EU: 52%
Complained about a brand/product 30% Complained about a brand/product 63%
EU: 20% EU: 50%
Complained directly to a company 20%
EU: 19% Unfriended brand 48%
EU: 47%
Created group for favourite 18% Created group for favourite 40%
brand/product EU: 16% brand/product EU: 32%
Created group to boycott 16% Created group to boycott 34%
brand/product EU: 11% brand/product EU: 27%
%s Among Social Media users
Base: All Internet Users (Online) n=989
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27. To summarise
Accessing the internet is no
The Internet is increasingly longer solely via traditional
becoming the choice for computer with people
consumption of other media – TV, accessing more and more
radio, newspapers via mobiles, tablets and
games consoles
The Internet influences
people’s perceptions of Increasingly people are watching TV
brands and products, and using the internet at the same
although this could be time, growing tablet ownership
further maximised levels will only drive this media
convergence higher
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28. THANKS
IAB Europe
mediascope@iabeurope.eu
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