Consumer-Report 2014 PDF

Welcome to Starcom MediaVest Groups Consumer Report
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Focus Consumer Segments
Families with modern parenting views

Age: 27-44 years old
Civil Status: Married
Education: mid to high
Incomes: mid to high
Motto: Encourage Progress!
Young Professionals
Civil Status: Single or in a relationship
Education: high
Incomes: mid to high
Motto: Career first!
People going out >3times/ week

Civil Status: Single
Education: mid to high or still studying
Incomes: across all incomes levels
Motto: Carpe diem!
Families complying to customs &

traditions
Age: 30 54 years old
Civil Status: Married
Education: across all education levels
Incomes: mid to low
Motto: Tradition says that family comes
first!
Why these Segments?

Because:
They are medium and high educated (71% of them have graduated at least high school)
They have regular income (71% of them are active on the labor market, comprising 75% of the entire
working force in Romania).
They have purchasing power (spending on average per month: 600 RON on food and sweets, 100 RON on
non-alcoholic beverages, 100 RON on cleaning products, 115 RON on personal care products, 100 RON on
pharmacy products)
They are active shoppers (weekly visits: 7% to Cash & Carry, 25% to hypermarkets, 41% to supermarkets,
70% to small neighborhood stores)
TECH & WEB
CONSUMER VALUES
ENTERTAINMENT
TRENDS IN ACTION
BRANDS & SHOPPING
CASE
STUDIES
TECH & WEB
CONSUMER VALUES
ENTERTAINMENT
TRENDS IN ACTION
BRANDS & SHOPPING
CASE
STUDIES
TECH & WEB
Technology usage
MODERN & ACTIVE PARENTS | TECH & WEB
TECHNOLOGY IS A LIFE FACILITATOR

99
First Tv Set
98
Pc Possession
76
Second Tv Set
70
Compact Camera
44
23
13
Another main criteria for choosing a certain device is to be

easy to maintain, as their active lifestyle and their family
activities dont left them plenty of free time.
10
Profess Camera
2
2
Modern Families
Either it provides home entertainment (TV, PC, DVD, Audio

System), or it helps them immortalize family moments (Photo
and Video Camera), or it supports their children development
(PC, Tab), main purpose of technology is to make life more
easier and enjoyable.
They will buy devices that fulfill this purpose, even if they will
need to pay a higher amount of money for acquiring them.
16
Mp3 Player/Ipod
E-Book Reader
34
20
Audio System
Blu-Ray
58
28
Video Camera
Home Cinema
80
36
Independent Dvd
Pc Tablet
91
Urban Population
TECH & WEB
Mobile
CONNECT & ENTERTAIN

22% own a
smartphone
99% have a mobile phone
18% own a
smartphone
Used mobile features

52
Photo Camera
Video Camera
Bluetooth
Radio
Internet/Wap
44
25
21
25
22
Weekly mobile activities
Make Pictures/Photos
View/Listen:Music/Movies/
Other Materials
22
I Access Social Networks
18
Email
18
Play Games On The Mobile

Phone
17
24
21
23
20
Modern Families
36
28
Urban population
24
23
22
18
Besides TV, mobile is the other technological device existent in

every modern family and almost a quarter of them own a smart
phone.
It maintains its main purpose of keeping them connected, but is
also used for entertainment: making pictures, viewing videos,
listening music and even playing mobile games (also a fun
activities for their kids).
They are great photo & video content providers and are sharing
this content by all means: Bluetooth, social networks, e-mail.
TECH & WEB
Online Behavior & Activities

87
Device
80
67
SUPPORTS EFFICIENT TIME
Place
59
26 32
PC
Mobile
32
18
8 13
Pc Tablet
Home
1314
At work At friends
Top Online activities

Search Info With Search Engines
Use E-Mail
38
Read Online News
30
Read The Online Sites Of A
Play Online Games

Watch on line videos
Modern Families
25
22
49
38
31
28
27
20
24
23
24
Other
place
64% goes online everyday and spends in average 2 hours and a

half per day.
Internet is a time efficient informative tool, filtering needed
information via search, newsletters, social networks posts.
Are mainly interested in health and educational websites.
51
39
Use Instant Mess/Send Sms
Search Info About Prod&Serv To
56
44
Social Networking
Read The Online Sites Of A Magazines
65
49
1010
23
Urban population
Besides information, internet is also used for relaxation,

visiting in a large extent entertainment and lifestyle related
websites.
On line activities are also helping their day by day life
management: finding a new job, finding places to go out,
organizing their holidays and even on line shopping.
TECH & WEB
Social Media
MAINTAINING RELATIONSHIPS
41
Use
54
10
Facebook
14
Hi5
13
19
Others
Twitter
Weekly Facebook activities

44
Communicate/Talk to friends
36
32
Access links posted by friends

28
20
Upload pictures/music/movies/games
19
21
Access apps
18
Looking to make friends
Play games
19
17
18
17
Modern Families
Urban Population
Facebook is the main social network where they are present.
Linkedin
Its main purpose is to communicate with existing group of

friends, as a back up option for not having time to physically
meet. They are taking over the information shared on
Facebook and are good content propagators.
Despite the fact that are using technology to create photos
or movies, they are reserved in posting them on Facebook
most probably as they consider them to personal.
ENTERTAINMENT
TV Consumption
MODERN & ACTIVE PARENTS | ENTERTAINMENT
87
51
29
36
30
QUALITY CONTENT KEEPS THEM FOCUSED
91
83% watch it daily and 91% at least 3 times/ week.
51
39
37
33
07,00-09,59 10,00-15,59 16,00-18,59 19,00-22,59 23,00-00,59 01,00-07,00
I Don'T
Watch
TV programs
Duration
84
Movies
54
1-3 H
42
25
3-5 H
Less Than 1 H
29
79
News (Except Sports News)
74
75
Entertainment Show
71
68
Music Shows
12
10
76
5-8 H
More Than 8 H
Not At All
11
Health/Medicine/Fitness
63
62
Investigations / Reports
55
Reality Shows
Talk Shows
Modern Families
66
66
Satire & Humour Shows
TV Series (Not Soap Operas)
Urban population
They are actively watching quality programs like well known

movies or TV series, entertaining shows and different
informative reportages.
63
61
TV consumption increases after 16.00 oclock, after their

returning from work. News and music programs are the audio
background for house hold activities.
During prime time the entire family is settling down close to TV,
therefore they will appreciate child friendly content. Between
23.00 and 1.00 oclock is generally me TV time.
56
54
54
50
54
50
TV stations preferences are in line with their content needs:

Pro TV and Antena 1 as main entertaining shows providers;
niche TV stations or interests related (e.g. HBO, National
Geographic, Digi Sport, AXN)
ENTERTAINMENT
Movies
A FAMILLY EXPERIENCE
Movies Genre
74
Comedy
68
65
Action Movies
62
49
Love Movies
48
37
Drama
36
25
Other Movies
23
Horror Movies
22
Sf
21
Soap Operas
20
None
Modern Families
Comedy is by far their preferred and differentiating movie type,

most probably including also animations. All other genres are
watched in the same extent as all urban population.
23
21
22
9
Urban population
Their monthly cinema visiting frequency is moderate, in line

with all population: 12% vs. 13% all urban.
67% of those frequenting cinemas go to multiplex type of
locations.
ENTERTAINMENT
Multiscreening
RATHER MULTITASKING
Modern & Active Parents
TV
Internet on
PC
Mobile Internet
TV
100
88
89
Internet on PC
83
100
88
Mobile Internet
23
24
100
TV
Internet on
PC
Mobile Internet
TV
100
84
81
Internet on PC
60
100
86
Mobile Internet
19
28
100
Urban population
Most frequent multi screening combinations are mobile

internet consumed in parallel with TV or PC content and
internet on PC consumed in parallel with TV.
They tend to be rather multitasking than to have a
multiscreening behavior, as each screen delivers different
content for different family members (e.g. parents watch
movies on TV, while accessing social networks on mobile from
time to time and being attentive at the child while he is
viewing educative content on PC).
ENTERTAINMENT
Gaming
JUST TESTING
Play PC/Wii/PlayStation/mobile
phone games - weekly
35
30
31
Use pc for playing games
27
24
Play online games-weekly
23
20
Download software/games - weekly
19
Play games on the mobile phoneweekly
17
Play the specific network gamesweekly
17
Own a games console
Modern Families
18
18
14
8
Urban population
They need to keep up with their kids advanced technological

usage, therefore they need to have an idea also about what
games consist of and how they need to be played: 59% of the
Modern & Active Parents are at least weekly performing a
certain type of gaming activity (vs. 49% in case of the urban
population).
However, they dont have a differentiating gaming activity vs.
all urban population, indicating the fact that they are not
actively interested in a certain sort of gaming experience, being
it social, mobile or home related.
ENTERTAINMENT
Magazines
PERSONAL INTERESTS UPDATES, WITH FAMILLY FOCUS
Location
53
Nourishment
79
46
At Home
Medicine And Health
46
At Work
49
47 While Travelling/On
News/Local Events
Trips/Holidays
Children Care And Education
Culinary Recipe
Fashion/Cosmetics/Beauty
National News
Shopping
Tv Programme
Advices/Ideas House &

Garden
Modern Families
81
51
48
27
43
37
Waiting Room
Relatives/Friends/A
cquaintances
53
32
53
22% dont pay anything for their magazines or dont buy any.
The rest spend in average 17 RON per month for print titles.
44
50
43
37
Family related interests prevail, but they also buy press for
being up to date with latest news or to satisfy their personal
interests such as beauty & fashion or shopping.
33
40
32
Buying place
40
40
36
34
62
42
Press Store
34
25
Hypermarkets/Supermar
kets
21
30
Urban population
Gas Stations
Besides home, they also read in a high extent at work, while

travelling or when waiting for an appointment.
27
Newstands
35
34
68
Newspapers Kiosks
30
69% read a magazine at least monthly, out of which 48% read

one at least weekly (in line with the urban population).
26
13
11
Prefer to buy mostly from traditional points of press

distribution, such as newspapers kiosks or press stores.
ENTERTAINMENT
Sports
NECESSARY FOR A GOOD DEVELOPMENT

Modern & Active Parents
Interested to watch on TV
37
36
19
12
Football
Interested to read about
28
10
24
7 3
Gymnastics
Skating
Payed to attend
22
21
10
5 4
Sport Dancing Race/Motoring
Handball
Urban population
37
32
19
12
Football
26
10
Gymnastics
24
Payed to attend
21
6 2
8 4
Skating
Handball
Football remains the king, but is equaled by gymnastics (only

on TV as in press there is no permanent content related to this
subject and there are few competitions to attend).
21
5 2
8 3
Sport Dancing Lawn Tennis
They tend to have more niched sports interests, most probably

driven also by their kids sports activities (e.g. skating, dancing,
carting).
ENTERTAINMENT
Sports
Practiced sports
1112
Urban population
Modern Families
11
Monthly
2
Once every 3 months

7
Football
3
Football
Snooker
Football is the most practiced sport and with the highest

frequency.
They also practice relaxing sports, but none of them is
differentiating vs. all urban population.
Frequency
Weekly
1
Snooker
ENTERTAINMENT
Celebrities & Influencers

TRUST MASS MEDIA CONTENT
Celebrity influence when choosing products

They are influenced by celebrities in the same extent as all
urban population.
18%
19%
When it comes to influencers that help them make the

purchasing decision, what differentiates them vs. all urban
population is mass media content from print and internet,
despite most of them remaining highly influenced by direct
expert advices (sellers, doctors).
Trust the celebrity recommendation

18%
19%
92 94
Influencers
78 81
68
75
73 75
65
70
65 70
66
53
Sellers
Doctors
Print
TV
Urban population
Relatives
Own exp
Modern Families
Internet
BRANDS &
SHOPPING
Visited Stores
MODERN & ACTIVE PARENTS | BRANDS & SHOPPING
PROXIMITY ADVANTAGES
Shopping place
68 71
54 56
37 43
22 26
Small
Market/Booth Supermarket
Neighbourhood
Stores
Hypermarket
Hypermarkets
Auchan
Metro
Cora
Selgros
30
25
21
20
20
19
17
4 4
Cash&Carry
Romanian
websites
Supermarkets/ Discounters
Kaufland
Carrefour
5.6 7
Daily purchases are generally made in proximity stores, as

their after work time during week days is limited. Most
visited are small neighborhood stores, market places and
supermarkets.
54
51
46
72
69
53
37
Billa
37
36
Profi
33
Penny Market Xxl
36
Mega Image
Based on proximity advantage, they prefer Kaufland,

Carrefour, Auchan and discounters.
61
Lidl
4% admit buying on a weekly basis from Romanian

websites, but from FMCG they are interested only in
personal care products, indicating the fact that they dont
see e-commerce as a commodity service yet.
36
16
17
Malls
12 14
9 11
6 7
6 6
5 5
4 4
Iulius Mall Afi Cotroceni

Baneasa
Unirea
Plaza Romania Sun Plaza
(Cluj/Iasi/Tm/ (Bucuresti) Shopping City Shopping
(Bucuresti)
(Bucuresti)
Suceava)
(Bucuresti) Center (Bucur/
Bv)
Urban population
Social Butterflies
3 4
5 4
Era Shopping Bucuresti Mall

Park (Iasi/
Vitan
Oradea)
(Bucuresti)
They have a moderate malls visiting activity, in line with all

urban population.
BRANDS &
SHOPPING
Purchase Decision
Their modern conception on family determines a split of household

responsibilities within the couple, often involving the children.
Food purchase decision is a shared one, only 36% of Modern & Active Parents
being the sole cookers for their families, approximately the same percentage
are the main decisions makers for the groceries they buy.
House hold cleaning responsibility is also shared with another person, therefore
only 43% of them will take the purchase decision for used brands alone.
Purchase decider
75
84
54 55
34 32
Food
40 43
28 23
21 21
Beverages
Women
Personal Care
Products
Urban population
Men Personal
Care Products
Household
Cleaning
Products
Modern Families
Snacks
They mainly purchase non alcoholic beverages and as they are consumed by the
entire family they prefer non carbonated water and other juices apart cola. They
tend to drink coffee at the office in a higher extent vs. all urban population. All
alcoholic beverages are moderately consumed.
Women are main purchase deciders for personal care products, taking alone the
decision for their own products and also consulting men in their choices.
BRANDS &
SHOPPING
Favorite Brands
Food
Cooking Nutrients
They tend to consume mostly leading brands, except food
category where for cheese, yoghurt, cereals they try also niche
brands or traditional products.
Snacks
BRANDS &
SHOPPING
Favorite Brands
Beverages
Beer
Most of them drink Borsec, but they prefer Dorna in a high

extent va. All urban population.
When it comes to non-alcoholic beverages, they like to try a
variety of tastes from trusted brands.
Spirits
They prefer well known Romanian beer brands, as Timisoreana,

Ursus, Bergenbier and Golden Brau.
Spirits consumption is mostly occasional, preferring brandy,
sparkling wine and whisky.
Coffee & Tea

Are great coffee consumers, with extended list of most often
consumed brands: Jacobs Kronung, Don Caf, Amaroy.
BRANDS &
SHOPPING
Favorite Brands
Personal Care Products
Personal Care products Women
Personal Care products Men
Using the leaders on personal care, house hold and technology categories
confirms that quality comes before other criteria in the purchasing
decision.
Dove and Nivea are mostly used for skin products, like creams or shower
gels. Nivea leads on deo products. H&S and Loreal are most used brands
for hair care.
Avon is the most often used brand for face care and make up and Veet or
Gillette, Braun products lead for depilation products.
House Hold Cleaning Products
Most often used men personal care brands are: Gillette (for pre- and aftershave products, also for shaving devices), Nivea (for face care lotions) and
Adidas (for perfumes).
Technology
They use a large range of household cleaning products, trusting renowned

brands as a quality guarantee.
Since technology is part of their life, they have a wide range of trusted
brands.
BRANDS &
SHOPPING
Product Research
When visiting stores

75% are open to advice
Before buying
70% look for product related information
When purchasing
70% read carefully the product label
Before purchasing new products

60% ask for advice
58% ask for advice
Before buying a product

47% check prices online
They make informed decisions and even if the main decision

point seems to be in store, they are more likely than the
general population to use the Internet to inform about products
and prices.
BRANDS &
SHOPPING
Shopper Typologies*
Quality Seeker Shopper
Main Attitudes: they learned from previous trial experiences
that if one spends his money on cheap products, will most
probably lose. Rely less on promotions and more on own
research and close ones advices. For affording quality
products, they give up to certain benefits that dont bring an
added value (e.g. attractive packaging; new shapes and
colors).
Main Needs: To get recommendations in order to avoid the
biggest failure - wrong choices.
*Leo People Shop quantitative study, developed by Leo
Burnett on a sample of 750 respondents, in September

2014
Shopping Experience: is based on research (regarding

product ingredients, how is made, its origins) and intelligent
purchase. Main purpose is to make the best choices in the
budget range allocated for a certain product category.
CONSUMER
VALUES
Consumer Values
MODERN & ACTIVE PARENTS | CONSUMER VALUES
To Love
To Connect
To Believe In
Personal
Development
The main need they have is TO LOVE

Their family is the center of their universe, even if living a
modern life may have changes the way they communicate or
keep an eye on each other.
The need TO CONNECT
Most desired connection are within their family, followed by
their group of close friends. Technology is the best way of
keeping them connected without distance constrained.
Connections are facilitated by: family & kids; technology and
the need to protect (mother friend concept).
They believe in PERSONAL DEVELOPMENT
Although they take into account customs & traditions they are
adepts of building their own future.
CONSUMER
VALUES
Consumer Values
Their confidence & energy is boosted by their family love and

especially by their kids love, as the center of their family.
They tend to adopt modern mothering style and look after ways
of expressing their love for their children without affecting their
personalities development (no embarrassment, no cocooning).
They keep the balance & harmony of the family without
suffocating the members, but rather encouraging individual
activities.
They adopt the multitasking modern men model in order to

combine perfectly all lifes aspects; this is what allows them to
feel worthy, valuable and in line with their generic harmonizing
role.
They fully exploit family meaningful moments by creating,
maximizing and extending them.
CONSUMER
VALUES
Consumer Values
They have 2 social layers:

As mother/ father & life partner: connections are mostly in
real world, materialized in gatherings with family
participation. They exist in a smaller extent also in digital
space: family talk on YM, Skype or via mobile; parenting
communities. They tend to become mother-friends for their
kids in order to protect them, therefore are very connected to
kids world.
As an individual: connections are mostly in online materialized
in social networking and YM.
Technology helps them to fade distance interaction limits and to:
combine both social layers
create meaningful family moments: homework done via PC and
mobile in work breaks; evening planning call before leaving
work; visiting relatives from other cities via Skype; document
for meaningful moments
re-live and extend all meaningful moments: picture sharing;
new moments unfold from moments ago surprised by
technology
CONSUMER
VALUES
Consumer Values
In order to live a balanced life in a world that is becoming more

and more hectic, they need a internal path and set of rules in
which to believe.
They are working hard to reach a satisfactory personal
development, on both levels: individual and family wise.
Having something to believe in brings them:
Energy & force to carry on
Consolation, comfort & support
Goal visualization
Trajectory guidelines, smoother pathway
They believe in:
Working hard for developing a better future
Working for pleasure and own development, not necessarily
for money
Being independent and not loosing your own individuality,
even if one needs financial support to sustain the family
Being in permanent contact with the loved ones, helped in a
large extent by smart devices
TRENDS IN
ACTION
Togetherness NOW
MODERN & ACTIVE PARENTS | TRENDS IN ACTION
Todays parents and moms especially lead a hectic life that

technology is only accelerating.
The challenge of todays parents is the pressure to respond
immediately and ultimately manage to make more in a day, but
in a meaningful way.
Because the force of technology is reshaping the nature of
family time itself, technology can bring families together, but it
can also push them apart.
As technology is present in the family life everyday and offers
an avalanche of parenting information that overwhelms modern
parents, this is why the new generations of parents must learn
to use the technology to their advantage by:
Elevating routines to rituals or discovering new rituals
Fading distance limits through the means of the computer,
mobile phone, the Internet and other apps
Inspire traditions
Capturing and sharing all the meaningful moments they
create with the loved ones
Re-living the family moments
TRENDS IN
ACTION
Virtual mom congregations

MODERN & ACTIVE PARENTS | TRENDS IN ACTION
The mom congregation is an ecosystem that brings together all

moms, past or current. Its an ecosystem that is bound by common
experiences, that is powerful positive and supportive.
A new form of the ecosystem that has been evolving with technology
is the virtual mom online networks. They are present on forums, on
Facebook, reading or writing blogs.
Moms on blogs look personal, one to one contact. The involvement is
high and some of them are becoming real virtual friends. The mothers
that write blogs have the potential to become virtual trend setters.
Moms on forums are there to find answers to their question. The
interaction tends to be more functional, oriented towards obtaining
an answer for their troubles. The moms, that give a lot of answers or
that continue to be on the forum as the baby grows, advance in
expertize and status.
Moms on Facebook are there to promote their babies. They are easy
to recognize because their profile is a wall of fame for their baby and
other family activities.
CASE STUDY
Samsung - Manifesto for creativity

MODERN & ACTIVE PARENTS | CASE STUDY
Samsung Galaxy Note is perceived as a creative device for creative people but
the potential of sales growth and breaking the niche product gloom was
extremely limited, as only 5% of urban population is working in creative
services like architecture, mass media, marketing & advertising. We needed
to change the approach, and move from talking to creative people to talking
about creativity and its fantastic importance in children upbringing &
education.
Under the aegis of Manifesto for creativity, we followed 2 steps:
First, we looked at the nations top people, the ones that dared to step
outside the lines despite the impact of communism education and now are
appreciate by everybody. Music producers, actors, architects,
designers,shared experiences related to the criticism they received in
their youth for expressing their creativity and tips for encouraging creativity
in the young. Our dedicated YouTube channel and website gathered 40
testimonials that rapidly spilled into social media and started
conversations.
Secondly, we walked the talk. We went into kindergartens and held
creativity workshops where kids were asked to imagine and draw their
dream toy. Then, with the help of designers, we turned their drawings into
real toys. It was the experiment that encouraged us to go big: with the help
of a local foundation a petition in favor of creativity was sent to the
government asking for a legislative initiative to introduce creativity
workshops in all schools and kindergartens.
Starting with 2015, Creativity will be included in the national curricula and
Samsung Galaxy Note will be the enabler of all creative materials that the
Romanian Ministry of Education will give to teachers, nationwide.
TECH & WEB
CONSUMER VALUES
ENTERTAINMENT
TRENDS IN ACTION
BRANDS & SHOPPING
CASE
STUDIES
TECH & WEB
Technology usage
SOCIAL BUTTERFLIES | TECH & WEB
TECHNOLOGY IS PART OF THEIR LIFE!

98
98
First Tv Set
Pc Possession
76
70
Second Tv Set
70
Compact Camera
44
28
28
Video Camera
23
20
Audio System
16
Mp3 Player/Ipod
10
Pc Tablet (
E-Book Reader
6
4
15
11
They like to buy gadgets and believe in changing tech devices

every couple of years to stay up to date with the fast pace of
technology development.
TV and PC are the main devices used by Social Butterflies.
The majority of the Social Butterflies own not only one, but two
TV sets. They admit that watching TV is not their main source
of fun, but rather use it as background noise and watch it
actively only when their favorite shows are on.
Their PC keeps them entertained by letting them connect to the
Internet, listen to music, watch movies or play.
Home Cinema
Blu-Ray
51
31
Independent Dvd
Profess Camera
84
Immortalizing most memorable moments occupies an important

role for them, as the high usage of the compact camera and
that of the video camera indicates.
4
2
Social Butterfly
Urban Population
TECH & WEB
Mobile
PERMANENT COMPANION
31% own a
smartphone
18% own a
smartphone

Photo Camera
Internet/Wap
Bluetooth
Video Camera
Radio
44
35
20
22
21
57
34
33
Take pictures/photos
View/listen:music/movies
22
Access social networks
18
Messenger/chat
17
Email
18
29
21
Social Butterfly
28
Urban population
45
41
Have the tendency to immortalize all memorable moments,

highly using its photo and video camera.
It is the main technological device used by Social Butterflies, at
parity with TV penetration.
Their phone connects them to the outside world, from basic
features as voice and Bluetooth, to being able to talk with
friends via phone apps (chat, messenger or social networks)
and facilitating the photo content transfer.
34
Listening to the radio or viewing music / video files on their

mobile is also a top activity, indicating that music is an
important component of their life.
33
35% connect to the Internet via their mobile phone.
36
TECH & WEB

67
81
Device
PC
75
59
45
26
24
8 12
Mobile
NOVELTIES SPOTTING
Place
Pc Tablet
1821
13
Home
17
8
At At work At Internet
friends
school cafe

Search info with search engines
Social network
44
Use instant messenger
Read the Websites Of Newspapers

Download software/programs/games
Social Butterflies
44
30
42
23
23
40
37
20
25
36
35
19
Urban population
Internet is balancing their needs for both information and

entertainment, on line browsing having the purpose of keeping
them up to date in various areas: health/ medicine, job offers,
lifestyle, online shopping, or simply keep up with the latest
events via online news or video streaming.
60
54
38
Read online news
Listen to Audio files Online
60
39
Use e-mail
Play online games
66
49
Watch videos online
38
The majority goes online everyday (68%) and spends at least

2h online (47%).
Being online is also about entertainment, so they play online

games and keep in touch with their friends via social networks
or using messenger apps.
They are also more likely than other targets to use
microblogging sites like Twitter or Tumblr, take part in online
poker or make online sport bets.
TECH & WEB
Social Media
CONTINOUS SOCIAL BONDING

Use
63
41
10
Facebook
17
Hi5
13
24
4
Others
Twitter
Despite the fact that they mainly use Facebook, they are also
present on other various social networks.
Linkedin

59
Facebook is a social bond for their group of friends, facilitating

discussions and information exchange via content accessing.
36
47

28
37
19
32
Access apps
18
31
17
29
Play games
17
Social Butterflies
Urban Population
Their active life, full of exciting events, determines a large

amount of created content: at least weekly they upload photos
or music movies in a higher extent versus all urban population.
TECH &
WEB
Social Media & Brands

Interaction with brands on Facebook

Like a status/ photo/ video posted by brands
Contests are the main form of brand interaction on Facebook

between Social Butterflies and brands.
Otherwise, they have a rather passive behavior (just read brand
content and manifest their appreciation via like).
66
Take part at brand contests
59
Read the brand's interesting posts
56
Read the brand's funny posts
55
Access the brand's apps/ games
65% took part in at least one contest over the last months, out
of which 52% are raving contestants (>=4 contests).
51
65% took part in contests in the

last months
Categories Contests Preference
Technology
Brand interaction influence

76 Buy considering other
criteria
Personal care
51
Sweets, snacks
49
Nonalcoholic beverages
37
Beer
Auto
Contests promoted by high value categories like technology

attract them the most.
32
26
Convinced me to buy
them
Use them already
Persuased me to try
them
SB Contestants
49
36
Like an easy win and will enter contests with easy mechanism,
for example: Like and share a photo, Like and win.
44
25
36
34
30
34
SB Non-Contestants
Taking part in numerous contests doesnt seem to positively

influence the buying decision for long term, although it
convinced them to buy the brand at least once.
*All 14-34 Facebook users, liking beer and soft drinks pages.
ENTERTAINMENT
TV Consumption
SOCIAL BUTTERFLIES | ENTERTAINMENT
NIGHTS IN ACTIVITY
87
51
29
36
27
35
44
81
42
37
11
I Don'T
Watch
TV programs
Duration
07,00-09,59 10,00-15,59 16,00-18,59 19,00-22,59 23,00-00,59 01,00-07,00
75
Movies
44
1-3 H
24
3-5 H
Less Than 1 H
29
71
Entertainment show
69
74
71
Music shows
64
Satire & humor shows
61
16
10
76
News
42
63
63
5-8 H
More Than 8 H
Not At All
11
55
Soccer games
38
Science & tech programs
Series
Special programs
Social Butterflies
54
Investigation programs
Urban population
52
90% watch TV weekly, 70% do it daily (vs. 79% from the urban
population).
Their increased TV consumption during prime time and late
fringe indicates the fact that TV is an often activity for nights
in.
They mostly have a passive consumption using it as
background noise, but their attention is activated by watching
their favorite type of programs, having also an interactive need
(like to send SMS during entertaining shows).
Their preference leans towards movies, news and shows
(entertainment, satire & humor or music).
52
48
51
54
5061
Type of content and not TV station specifics dictates their TV

channel choice: they either prefer ProTV (19%), which is
generally the top audiences TV station, or dont have a favorite
TV station (16%), or have very fragmented niche TV stations
preferences (science, music, movies)
ENTERTAINMENT
Movies
ANOTHER SOCIALIZING OCCASION

Movies Genre
Comedy
68
67
Action Movies
62
44
Love Movies
48
Horror Movies
22
36
S.F.
21
Other Movies
19
30
23
15
Soap Operas
22
Are not a romantic gender, as romance movies and soap operas

are preferred in a reduced extent vs. all urban population.
39
36
Drama
None
78
Will watch preponderantly comedies and action movies, but

what differentiates them is
horror and S.F.. Movies
preferences.
They have doubled monthly cinema visiting frequency vs. all

population: 26% social butterflies vs. 13% all urban
ENTERTAINMENT
Multiscreening
NO MORE PASSIVE CONSUMPTION

Social Butterflies
TV
Internet on
PC
Mobile Internet
TV
100
77
76
Internet on PC
75
100
90
Mobile Internet
33
40
100
TV
Internet on
PC
Mobile Internet
TV
100
84
81
Internet on PC
60
100
86
Mobile Internet
19
28
100
Urban population
The majority use at least one additional device while watching

TV, their mobile or a device with internet connection, for
instance their PC.
Another frequent combination for Social Butterflies is to
complement PC usage with their mobile.
ENTERTAINMENT
Gaming
ENJOY THE GAMING EXPERIENCE
49
30
40
27
40
23
35
On line games are accessed in the same extent as those

installed on PC, as they most probably enjoy also a social
gaming experience.
19
17
17
Own a games console
73% of the Social Butterfly engage at least weekly in some

sort of gaming activity (vs. 49% in case of the urban
population), which makes this one of their favorite free time
activities.
32
29
12
8
The second device on which they play games is their mobile

phone. Games with in-app purchases are very popular among
gamers that use mobile devices for playing.
1 out of 3 Social Butterflies can be found also on Facebook
playing some of the networks games.
ENTERTAINMENT
Magazines
NOVELTIES RELIABLE INFO SOURCE

News/Local Events
43
47
Nourishment
3946
Internet
25
National News
36
40
Romanian Soccer News
35
25
Sports News/Other Than

Soccer
33
24
Tv Programme
International Soccer News
Tests/Games/Rebus/Crossw
ord
Social Butterflies
77
At home
38
3846
Medicine And Health
Location
81
50
Waiting room
43
While travelling/on
trips/holidays
44
Relatives/friends/ac
quaintances
47
37
33
62
Newspapers Kiosks
62
32
34
Press Store
31
31
29
31
32
28% dont pay anything for their magazines or dont buy any,
reading free titles available in going out places or magazines
bought by their friends. The rest spend in average 11 RON per
month for print titles.
Buying place
22
Newstands
Hypermarkets/Super
markets
Urban population

one at least weekly (in line with the urban population).
38
34
27
25
26
21
Their various areas of interest reflect also in the read subjects

preferences: they want to stay updated with local events and
keep pace with the latest information related to the Internet
world.
They read at home to relax or when waiting for an
appointment.
Most continue to prefer buying it from the newspapers kiosks
or press stores and only 26% buy it from a supermarket or
hypermarket.
ENTERTAINMENT
Sports
ENCOURAGE PARTICIPATION
Social Butterflies
Payed to attend
48
28 25
34
33
18
32
11
31
13 8
29
12
13
They have an increased both active and passive interest in

sports compared with all urban population, watching a game
being often a good socializing occasion.
Football attracts most of their attention and it is the sport for

which they are most likely to pay to attend a match.
Urban population
37
32
19
12
Football
26
10
Gymnastics
24
Payed to attend
21
6 2
8 4
Skating
Handball
21
5 2
8 3
They can also be found watching handball, racing or boxing,

unlike the urban population, which prefers gymnastics and
skating.
ENTERTAINMENT
Sports
25
Practiced sports
21
11
16
12
5
12
Urban population
12
12
11
11
Monthly
They are mainly interested in games with a social

component like football or snookers.
Once every 3 months

7
Football
3
Football
Snooker
4 10
Social Butterflies
Frequency
Weekly
11
2
Snooker
ENTERTAINMENT

RELY ON SOCIAL CONNECTIONS
Almost a quarter of the Social Butterflies let themselves be

influenced by celebrities when purchasing a product, in a
similar extent with all urban population.
21%
19%
When it comes to influencers that help them make the

purchasing decision, what differentiates them vs. all urban
population is their social connections influence (relatives,
friends or on line mentions), despite most of them remaining
highly influenced by expert advices (sellers, doctors,
pharmacists)
22%
19%
Influencers
92 92
78 76
73 74
65
72
68 72
65 70
66
53
Sellers
Doctors/
Pharmacists
TV
Relatives/
Friends
Urban population
Print titles
Own
experience
Social Butterflies
Internet
BRANDS &
SHOPPING
Visited Stores
SOCIAL BUTTERFLIES | BRANDS & SHOPPING
WEEKEND LEISURE IN MALLS
Shopping place
68 71
54 49
37 44
22 27
Small
Neighbourhood
Stores
Hypermarket
Hypermarkets
Auchan
Real
4 8
Cash&Carry
Romanian
websites
Supermarkets
72
Kaufland
57
Lidl
69
55
Carrefour
6 9
53
39
34
When they want to relax doing window shopping or actually want to buy
clothes they go to Iulius Mall, Afi Cotroceni or Baneasa Shopping City.
38
33
Penny Market
28
37
36
Malls
12 20
Iulius Mall
(CJ/IS/TM/ SV)
9 10
Afi Cotroceni
Baneasa Shopping Unirea Shopping

City
Center
Urban population
8% admit buying on a weekly basis from Romanian websites.
37
Profi
30
Kaufland is their favorite hypermarket chain, it leads in their preferences

at a big distance from Carrefour.
One can also find them shopping at Lidl or Billa.
39
Billa
51
The majority of the Social Butterflies do their weekly shopping from the
small proximity stores. They probably visit the super- and hypermarket
only on weekends for general grocery provisions.
Social Butterflies
Bucuresti Mall
Vitan
BRANDS &
SHOPPING
Purchase Decision
Only 24% of Social Butterflies admit being the sole cookers for their families,
approximately the same percentage are the main decisions makers for the
groceries they buy.
The purchase decision is clearly a shared one.
Purchase decider
75 78
54
34
59
40
25
21 25
25
28
33
1
Food
Beverages
Women Men Personal Household

Personal Care Care Products Cleaning
Products
Products
Urban population
Snacks
Technology
Regarding beverages brand decision, beer is the area where they get to decide
more on their own, otherwise the purchase decision is again more likely to be
shared.
They consume more frequently coffee than water on a weekly basis, which might
indicate that they are either coffee lovers or have a chaotic program for which they
need the refreshing effects of coffee.
43% drink beer on a weekly basis, either at home or during visits / going out. This
is almost double the proportion compared to the average Romanian.
From spirits, they prefer to drink wine almost 1 out of 10 Social Butterflies drink
it weekly.
Social Butterflies
Personal care products is the category where most of them take the purchase
decision alone, even though women are more involved in the purchasing decision
compared to men.
Only 25% of the Social Butterflies clean the house by themselves, these are
probably the ones that make the decision alone. Otherwise, the tendency is to
share the decision to purchase certain brands of HH cleaners.
BRANDS &
SHOPPING
Favorite Brands
Food
Cooking Nutrients
They buy mostly the leading brands on the market, with a
strong reputation, that offer them the quality guarantee.
Snacks
BRANDS &
SHOPPING
Favorite Brands
Beverages
Beer
They are constant in their decisions and choose to drink

beverages offered by renowned brands.
Coca Cola products or Borsec are chosen as nonalcoholic
beverages.
They usually drink Timisoreana and Ursus, but when they're out
they will also order Heineken.
Spirits
Even though they are not big consumers of spirits, when they
drink they choose middle to premium brands like; Alexandrion,
Jack Daniels or J&B.
Coffee & Tea
For coffee they prefer Jacobs Kronung.
BRANDS &
SHOPPING
Favorite Brands
Using the leaders on personal care products confirms that they pay
attention to the quality of the products they buy.
Dove and Nivea are mostly used for skin products, like creams or shower
gels. They use Colgate for both tooth pastes and tooth brushes and they
are clearly fans of H&S.
When it comes to make-up products, the Social Butterfly women will

choose Avon products. Depending on their preference for depilation
methods, they will either use Veet or Gillette, Braun products.
Men will buy Gillette for pre- and after-shave products, also for shaving
devices. Nivea is trusted for face care lotions, while Adidas is the number
one perfume they use.
Technology
For Household cleaning products, they clearly trust renowned brands and
look to buy products with multiple purposes.
Since technology is part of their life, they buy products from trusted
brands.
BRANDS &
SHOPPING
Product Research

Before buying
When purchasing

58% ask for advice
58% ask for advice

The critical point for making the decisions seems to be in the

store. Here they are very likely to be open to receiving advice,
look for information or read the product label.
Informing themselves online is their defining purchase
documenting activity, performed in a higher extent than general
urban population.
BRANDS &
SHOPPING
Shopper Typologies*
Cosmopolitan Shopper
Main Attitudes: in search of novelties and tempted to use
multiple brands for reaching a higher quality level. Perceived
quality is determined by personal and emotional experience
offered by the respective product.
Main Needs: Rely on various sources of information in order
to validate the right choice and recommendations are most
powerful ones. Is a status seeker who look for social
recognition based on bought products.
*Leo People Shop quantitative study, developed by

Leo Burnett on a sample of 750 respondents, in
September 2014
Shopping Experience: looks for variety and tends to vary the

shopping places. Makes acquisitions from all price levels
and is highly influenced by advertising and outstanding
communication.
CONSUMER
VALUES
Consumer Values
SOCIAL BUTTERFLIES | CONSUMER VALUES
What defines them: CONNECTING and HAVING FUN

Living for the day and connecting to the others is part of who
they are. They enjoy spending time with others and
experiencing new things.
To Connect
To Believe in
Personal Success
To Control Their Life
They BELIEVE in PERSONAL SUCCES.

They base their faith in personal capabilities more than in
exterior conditions. Religion, social norms are only guidance
lines on which they built their own rules.
Needing CONTROL over their life
They need to take life in their hands, to play by their own rules
and to leave their personal mark on everything they come in
contact with. Having control means being independent, having
fun and living their lives without constraints.
CONSUMER
VALUES
Consumer Values
They developed a rules system after which they guide

themselves.
They believe in:
Balancing professional life with free time
Combining work and fun for reaching success
Developing a career that could bring them professional
rewards, not having just a job
Reaching a better financial status
Taking passions further and investing time in them
By believing they obtain:

A desire to go forward
Trust in their own forces & capabilities
Comfort & inspiration
CONSUMER
VALUES
Consumer Values
They want to create and maintain connections with others

regardless of the method: online, mobile or face-to-face.
Where to find them:
Friend gatherings
Going out & parties in bars / pubs / cafes / discos
Mingling at concerts, open air festivals or large events
Spontaneous travelling
What to offer them:
Opportunities to connect
Easy & fun ways of connecting
Engaging & authentic experiences
Sharing reasons via memorable moments
Cool connecting playgrounds
CONSUMER
VALUES
Consumer Values
Being in control means being independent.

What to offer them:
Freedom of judgment
Inspiration & Customization
Brand Democracy: chance to evaluate and co-create;
Transparency (e.g. direct content, fast & easy to digest)
Trusted info sources
Recognition for hard work
Through independence they manage to:
Be authentic
Buy on emotion but justify via logic
Make the most with less
Be considered smarter and resourceful
Express their individual taste, style and interest
Believe that success lies in ideas
And last but not least, Have Fun!
TRENDS IN
ACTION
Re-living the Exciting Moments

SOCIAL BUTTERFLIES | TRENDS IN ACTION
Before the event
Promoting the
event via
website, blogs,
WOM &
Facebook
After the event: sharing & reliving with

photos, videos, blogs and social platforms
Sharing photos
and
commentary
via blog
Sharing links
and photos
via Facebook
The event!!
Sharing
video via
YouTube
Sharing links
and photos
via Flickr
Fun is constantly created by them and it is propelled by the

need to be part of something in order to document it and share
it, in order to re-live it and to re-energize themselves from the
playful experience.
They document themselves via WOM, free time guides or they
filter information coming from bloggers, opinion leaders,
Facebook friends based on their interests.
They share photos or videos from the events simultaneously on
Facebook via their phone. Most of the photos are spontaneous
and meant to capture the excitement, the fun.
Later on, they share more information on their blogs and by
mail.
After all, re-living is also a way of prolonging the enjoyment!
TRENDS IN
ACTION
Epic Nights are the next morning Prime-Time

While there is nothing better than meeting with friends any day
of the week, Saturday is consistently cited as the ultimate day
to break from weekday monotony.
It is expected that some nights out will be anything but
ordinary; and so where they go, who they are with and what
they are drinking is a story of epic proportions that will
unfold as the night progresses (and inevitably be re-told
through different means: FB, blogs, forums, YouTube).
Good times naturally travel, so where they begin is not likely
where they will end; they are hoping for an open end to what
spontaneously happens.
With the rising sun comes an aftermath of wall posts, pictures,
videos as moments are freely shared documenting another epic
Saturday night out.
Those epic nights are the Prime-time from the next morning
and some of these nights move into legend, becoming epic
stories whose details are recalled and recanted nostalgically
over beers for years to come
TRENDS IN
ACTION
Influence ME
Criteria for Influencers selection

86
83
Up-to-date
information
Tested the
product
personally
77
77
Vast experience
Easy to
in the area
understand
Top influencers
Social networks
Friends/ relatives
Specialized websites
Specialized magazines
Celebrities
Mothers
Cooking shows
Nutritionist
Barmen
Dermatologist
Pharmacist
Cosmetician
73
72
Trustable
information
Passionate
about what
they do
Social Butterflies let themselves be influenced by sources or

persons that present up-to-date information and have a direct
experience with the products.
Most versatile influencers are social networks, friends/

relatives and specialized publications (either websites or
magazines).
Most influencers have a targeted influence in only one
category (mothers and specialized professionals), based on
their area of expertize.
For example:
Commonly consumed categories, like Drinks or Sweets/
Snacks are more easily influenced by close or related
persons product experience is highly important.
Specialized influencers tend to have more impact in areas
that relate to status and image (Technology, Personal Care
and Fashion).
CASE STUDY
Heineken #Sharethesofa UCL Final

SOCIAL BUTTERFLIES | CASE STUDY
Globally, Heineken associated with UCL through a Twitter based

campaign: #Sharethesofa.
In Romania, we took the campaign one step forward and wrapped it up
in a UCL Final extraordinary memorable event: without letting anyone
know, football legend Ruud Gullit attended in person and shared a real
sofa instead of the virtual Twitter one with real Romanian football fans.
The whole event was planned as a stunt, in the largest sports pub in
Bucharest, which is also a Heineken location. Nobody knew nothing.
After the first whistle, Gullit entered the location and from that moment
we had the hottest spot in town people from all over the city rushed in
to meet him, some of the local soccer legends joined in and the whole
place turned into a big living room with hundreds of guests. We
partnered with the biggest Sports TV station in Romania that also
broadcasted directly from the pub at half time. Journalists and bloggers
were invited, without being informed of the surprise, in order to better
amplify social sharing. At half time, media came in the location to see
with their own eyes the football legend. All the event was covered in
TV, online and print news, being a hot topic for the week that followed.
Heineken managed to transform UCL 2014 Final watching in a real-life
interaction experience by giving Romanian fans the chance to
#Sharethesofa with legendary Ruud Gullit. We created a powerful and
WOM-able event, that generated buzz and huge earned media exposure.
TECH & WEB
CONSUMER VALUES
ENTERTAINMENT
TRENDS IN ACTION
BRANDS & SHOPPING
CASE
STUDIES
TECH & WEB
Technology usage
YUPPIES | TECH & WEB
TECHNOLOGY ENHANCES PERSONAL DEVELOPMENT

96
First Tv Set
98
Pc Possession
76
66
Second Tv Set
70
55
Compact Camera
44
28
Video Camera
23
18
Audio System
16
Mp3 Player/Ipod
13
Home Cinema
Professional Camera
10
6
6
Pc Tablet
Blu-Ray
E-Book Reader
Yuppies
88
8
9
7
4
11
5
2
Urban Population
Technology plays a major role in their lives because theyre in a

constant process of improving their skills and knowledge.
They are willing to spend more money on useful devices and

believe its best to change home appliances every few years to
keep up with the latest innovations.
TV and PC are the main devices used by Yuppies. They have
reduced need to have two TV sets in the household, most
probably because they spent reduced time watching it.
They also invest in technology that supports their passions or
interests, many of them owning a compact camera, video
camera or a tab.
TECH & WEB
Mobile
ALWAYS ON
33% own a
smartphone
18% own a
smartphone

Photo Camera
Internet/Wap
Video Camera
Bluetooth
Radio
44
33
20
21
33
57
Take Pictures/Photos
22
18
Email
18
Messenger/Chat
17
32
29
Yuppies
Urban population
48
34
View/Listen:Music/Movies
22
21
28
31
29
29
Keeps them connected on the go, both with their friends

(voice, social networks, chat) and with their professional
activity (mostly via email).
Therefore, they fully exploit it from basic features as voice and
Bluetooth, to various apps (chat, messenger or social networks)
and content transfer facilities.
They also listen to the radio or view music videos on their

phone therefore music being an important component of their
life.
48% connect to the Internet via their mobile phone.
TECH & WEB

88
Device
67
48
26
PC
59
8 15
Mobile
Pc Tablet
INSTANT UPDATES
Place
80
18
Home
34
13 20
At Work
During visits

Search Info With Search Engines
Use E-Mail
Read Newspapers Websites
Search For Publicity Small Adds

Yuppies
46
30
25
23
22
23
20
39
39
38
35
33
Urban population
They use internet for both information and entertainment,

online browsing having the purpose of keeping them up to date
in various areas: health/ medicine, education, entertainment,
job offers, lifestyle, online shopping, or simply keep up with the
latest events via online news or video streaming.
58
38
Read Online News
Play Online Games
62
39
Use Instant Mess/Send Sms
Read Magazines Websites
66
44
Social Network
Watch On line Video
72
49
Yuppies go online everyday (76.5%), using all devices in a

higher extent vs. all urban population and spending at least 2h
online (51.1%).
They also use it for playing online games, keeping in touch with
their friends via social networks or using messenger apps.
TECH & WEB
Social Media
41
10
Facebook
INFORMATION EXCHANGE
Use
66
18
Hi5
13
27
4
Others
Twitter
They put their career first and this is also indicated by doubled
usage of LinkedIn versus all urban population.
60
36
47
28
18
32
Upload Pictures/Music/Movies/Games
19
27
17
25
Play games
17
Yuppies
They access Facebook on a daily basis and it is a social bond

for their group of friends, facilitating discussions and
information exchange via content accessing.
32
Access apps
Most of them can be found on Facebook, but many are also

present on other social networks.
Linkedin
Urban Population
Their life is active and full of exciting events that they want to
share with their friends: at least weekly they upload photos or
music videos in a higher extent versus all urban population.
TECH &
WEB
Social Media & Brands

Interaction with brands on Facebook

Take part at brand contests
Are equally interested in contests and interesting brand

content, which they appreciate via likes.
55
Like a status/ photo/ video posted by brands
55
Read the brand's interesting posts
53
Like brands
61.4% took part in at least one contest over the last months,
out of which 53% are raving contestants (>=4 contests).
49
Search more info about brands
46
Access the brand's apps/ games
45
High value categories (like technology, personal care, auto)

trigger their contest participation behavior.
61.4% took part in contests in

the last months
Categories Contests Preference*
Technology
85
Personal care
57
Sweets, snacks
Auto
Brand interaction influence
34
19
Nonalcoholic beverages
18
Beer
17
Buy considering other

criteria
Plan to buy them
Use them already
Persuased me to try
them
Convinced me to buy
them
Yuppies Contestants
42
44
34
Yuppies are not willing to make high efforts in order to enter in

a contest, therefore they will prefer easy mechanisms: Like and
share a photo, Like and win, Access an app and win.
20
33
21
19
33
29
24
Yuppies Non-Contestants
*All 25-34 Facebook users, liking technology pages.
Contests participation activates their curiosity and their need to

buy that product.
ENTERTAINMENT
TV Consumption
YUPPIES | ENTERTAINMENT
ZIPPING IN BETWEEN COMMERCIALS

87
82
91% watch TV weekly, 73% do it daily (vs. 79% from the urban
population).
51
29
36
38
34
24
39
37
I Don'T
Watch
TV programs
Duration
07:00-09:59 10:00-15:59 16:00-18:59 19:00-22:59 23:00-00:59 01:00-07:00
78
Movies
45
1-3 H
42
25
3-5 H
Less Than 1 H
29
74
News (Except Sports News)
74
69
Entertainment Show
71
64
Music Shows
16
10
76
63
56
Satire & Humour Shows
63
5-8 H
More Than 8 H
Not At All
11
Investigation
61
55
55
Science & Tech Programmes
Reality Shows
Series (Other Than Soap
Yuppies
56
Special Programmes
Urban population
52
48
50
50
48
54
Yuppies tend to have a rather punctual TV consumption

(maximum 3 hours / day), increased during prime time and late
fringe, as an after work activity.
Their attention is activated when watching their favorite type
of programs (movies, news, entertainment, music or satire &
humor shows) and commercials usually annoys them.
Dont have a preferred TV station, but they zip based on
broadcasted content: they either prefer Pro TV (21%), which is
generally the top audiences TV station, or dont have a favorite
TV station (18%), or have very fragmented niche TV stations
preferences (documentaries, sports, movies)
ENTERTAINMENT
Movies
OCCASIONAL DISCONNECTION
Movies Genre
They mostly watch comedies and action movies.

76
Comedy
68
68
Action Movies
62
47
Love Movies
48
38
Drama
36
29
Horror Movies
22
S.F.
21
Other Movies
23
27
26
15
Soap Operas
None
Yuppies are not a romantic gender, as romance movies and

soap operas are preferred in a reduced extent vs. all urban
population.
22
They go to the cinema rather rare, but when they do, want to
enjoy the entire experience as they prefer going to multiplex
cinemas (40% vs. 21% all urban population).
ENTERTAINMENT
Multiscreening
DOCUMENTED VIEW
YUPPIES
TV
Internet on
PC
Mobile Internet
TV
100
80
78
Internet on PC
85
100
93
Mobile Internet
32
40
100
TV
Internet on
PC
Mobile Internet
TV
100
84
81
Internet on PC
60
100
86
Mobile Internet
19
28
100
Urban population
Yuppies dont just watch TV. Theyre watching TV while also

using mobile or a device with internet connection, for instance
their PC, as they like to further document about watched TV
shows: either monitor and participate to online discussions, or
use mobile scan apps to interact with their favorite content.
Another frequent combination for Yuppies is to complement PC
usage with their mobile.
ENTERTAINMENT
Gaming
BOND & DISCONNECT

Play Pc/Wii/Playstation/Mobile
Phone games - weekly
Use PC for playing games
70% of the Yuppies engage at least weekly in a gaming activity

(vs. 49% in case of the urban population).
40
Since they consider that technology should make their life

easier, they also invest in devices with entertaining purposes
and tend to own a game console in a higher extent vs. all urban
population.
27
35
Play Online Games-weekly
23
Download Software/Games weekly
19
Play Games On The Mobile Phoneweekly
17
Play The Specific Network Gamesweeky
17
Own a games console
42
30
28
25
25
11
8
Generally games fulfill social, disconnecting and friends

bonding purposes, thats why Yuppies play them even in social
media: 1 out of 4 Yuppies can be found also on Facebook
playing some of the networks games.
ENTERTAINMENT
Magazines
QUALITY INFORMATION DURING LIMITED FREE TIME

47
Nourishment
46
News/Local Events
46
Medicine And Health
45
53
Waiting Room
43
40
41
While Travelling/On
Trips/Holidays
44
40
At Work
25
35
32
Shopping
30
Horoscope
30
Children Care And Education
27
Yuppies
81
46
Tv Programme
76
At Home
47
National News
Internet
Location
Newspapers Kiosks
33
Press Store
32
48
Urban population
They have sober print interests: stay connected to local news,

maintain or improve their health and be informed on latest IT & C
developments.
46
32
Newstands
65
62
43
34
30
25
32
34
23% dont pay anything for their magazines or dont buy any. The
rest spend in average 16 RON per month for print titles.
Buying place
34
Hypermarkets/Super
markets
66% read a magazine at least monthly, out of which 47% read one
at least weekly.
28
21
They have reduced in house readership and tend to read more on

the go, when waiting for an appointment or at work.
Yuppies buy press from proximity, therefore they will buy in a
higher extent from all distribution points: kiosks, dedicated stores,
stands and even when they make their weekly shopping from
supermarkets or hypermarkets.
ENTERTAINMENT
Sports
LIVE EXPERIENCES
Yuppies
Payed to attend
40
25
26
17
25
23
10
8 3
22
7 5
21
6 3
6 2
Besides football, they have decreased interest in sports vs. al

urban population but higher tendency to attend competitions,
most probably based on higher incomes and good socializing /
creating connections moment.
Car racing and F1 is the sport that differentiates them vs. all
urban population.
Urban population
37
32
19
12
Football
26
10
Gymnastics
24
Payed to attend
21
6 2
8 4
Skating
Handball
21
5 2
8 3
ENTERTAINMENT
Sports
Practiced sports
19
11
16
5
Urban population
12
Monthly
2
Football
Snooker
Most practiced sports are football & snooker, but football is

played more often, indicating the fact that they are
preferring both physical workout and socializing.
Once every 3 months
Football
Yuppies
Frequency
Weekly
2
Snooker
ENTERTAINMENT

ON LINE: QUICK ACCESS TO RELEVANT INFORMATION
Yuppies are influenced by celebrities when choosing products

in the same extent as all urban population and 21% trust the
celebrity recommendation.
22%
19%
Most trusted sources of influence that differentiate them from

all urban population are press, relatives/ friends and internet.
Being always connected to the internet, easy accessible
information and many products details helps them making the
purchase decision.
21%
19%
Influencers
92 93
78 78
68
75
73 73
65
73
72
65 67
53
Sellers
Doctors
Print
TV
Urban population
Relatives
Yuppies
Internet
Own exp
Most of them remain highly influenced by expert advices

(sellers, doctors, pharmacists).
BRANDS &
SHOPPING
Visited Stores
YUPPIES | BRANDS & SHOPPING
EFFICIENT ROUTINE
Shopping place
68 66
54 52
37 43
22 27
Small
Neighbourhood
Stores
Hypermarket
Hypermarkets
72
69
60
51
51
Auchan
4 5
Cash&Carry
Romanian
websites
Supermarkets
Kaufland
Carrefour
6 7
57
Lidl
53
Penny Market
45
22
Profi
22
Billa
Metro
21
Cora
20
40
9 14
Iulius Mall
(Cluj/Iasi/Tm/
Suceava)
Afi Cotroceni
(Bucuresti)
6 10
38
33
37
37

City (Bucuresti) Center (Bucur/ Bv)
Urban population
Yuppies
For monthly supplies they prefer hypermarkets vs.

supermarkets, visiting mostly Kaufland, Carrefour and Auchan.
5% admit buying on a weekly basis from Romanian websites.
Being very attentive to their image, they often buy clothes from
brand stores and are more present in malls vs. all population.
36
Malls
12 19
Yuppies do their weekly shopping from the small proximity

stores. They mostly visit the super- and hypermarket only on
weekends for general grocery provisions.
Plaza Romania
(Bucuresti)
BRANDS &
SHOPPING
Purchase Decision
They tend to eat out of home or at work, therefore have a slightly reduced
purchase decision for food products vs. all urban population. Need to keep
their energy level high across their long working program, consuming
snacks and coffee in a higher extent.
Purchase decider
75
82
36% drink beer on a weekly basis, either at home or during visits / going
out. When buying beer, they decide more on their own, other beverages
being bought on a shared purchase decision.
59
54
34 32
40 38
28
21 25
33
1
Food
Beverages
Women Men Personal Household

Personal Care Care Products Cleaning
Products
Products
Urban population
Yuppies
Snacks
They prefer to drink status drinks as whisky and brandy, or a good bottled
wine.
Technology
Majority of both men and women take the purchase decision for personal
care products alone, even though women are more involved in the
purchasing decision compared to men.
35% of the Yuppies clean the house by themselves, these are probably
the ones that make the decision alone. Otherwise, the tendency is to
share the decision to purchase certain brands of HH cleaners.
BRANDS &
SHOPPING
Favorite Brands
Food
Cooking Nutrients
Yuppies buy quality, not quantity, therefore they prefer the

leading brands on the market, with a strong reputation, that
offer them the quality guarantee.
Theyre big fans of snacks & sweets category, mostly because
they usually skip meals due to busy schedules.
Sweets
BRANDS &
SHOPPING
Favorite Brands
Beverages
Beer
Spirits
Yuppies drink beverages offered by renowned brands. Coca

Cola products or Borsec are chosen as nonalcoholic beverages.
They choose drinking Ursus, both at home and out with their
friends.
Even though they are not big consumers of spirits, when they
drink they choose middle to premium brands like; Alexandrion,
Absolut, J&B.
Coffee & Tea
For coffee they prefer Jacobs Kronung.
BRANDS &
SHOPPING
Favorite Brands
Yuppies pay attention to the quality of the products they buy, choosing
well known brands of personal care products.
For skin products, Dove and Nivea are the preferred brands, Colgate for
both tooth pastes and tooth brushes and H&S and Taft for haircare
products.
For make-up products, Yuppies women will choose Avon products but for
face cream they use Nivea. Lady Speed Stick is their favorite deodorant.
Depending on their preference for depilation methods, they will either use
Veet, Gillette or Braun products.
Technology
Men will buy Gillette for pre- and after-shave products, also for shaving
devices. Nivea is trusted for face care lotions, while Adidas is the number
one perfume they use. Mennen Speed Stick is their favorite deodorant.
Oriented towards efficiency, they will have a household product for every
cleaning purpose.
Technology plays an important part of their life, therefore they will aim for
top performing brands.
BRANDS &
SHOPPING
Product Research

Before buying
When purchasing

59% ask for advice
58% ask for advice

Having an active and busy lifestyle they prefer fast and

snackable information, online being their defining purchase
documenting activity, performed in a higher extent than general
urban population.
Yuppies are not so much into asking / receiving advices only
because theyre already well informed about what they want to
purchase.
They read in a larger extent versus all urban population the

labels of the products.
BRANDS &
SHOPPING
Shopper Typologies*
Loyal Shopper
Main Attitudes: spends a lot of time in the process of
identifying the best product that suits their needs and once
identified they tend not to change it for a long period of
time. When trying new products, they have the highest
vulnerability in front of negative experiences and become
most vocal supporters of previously used products.
Main Needs: Want to solve as soon as possible the
shopping needs and spends limited time in stores. For
streamlining the entire purchase process, they go in stores
that they got used with, where they dont loose time
searching and researching in between the shelves.

2014
Shopping Experience: is guided by re-stocking need, having

a quite clear list of products & brands. Knowing desired
brands and looking after time efficient shopping
experiences, they are more likely to use e-commerce.
CONSUMER
VALUES
Consumer Values
YUPPIES | CONSUMER VALUES
For more
To be taken seriously
For something to
happen
They strive FOR MORE

Yuppies are willing to quit more to build a career and work hard
to obtain a higher social status.
NEED VALIDATION that they are TAKEN SERIOUSLY
Need their voices heard as authentic, genuine & worthy of
attention.
CHASE OPPORTUNITIES and are always in search of
SOMETHING TO HAPPEN
On one side they want comfort, stability, consistency BUT on
the other side they long for adventure, things to be different.
CONSUMER
VALUES
Consumer Values
They strive FOR MORE.

What to offer them:
Means to increase and perfection their skills
Material stuff that improves their lifestyle (e.g.: latest
technology gadgets)
Ways to prolong fun along friends or comfort & relaxation
along family
They are at the point when they are striving for more in every
aspect of their life. Now they have the force, the willingness
and the power to do that.
Most important areas where they fight for more are:
Profession building a career that offers them challenges, rewards
and later on the positon they desire
Family building or developing their family is not easy, facing the
problems of the modern family can be provoking
Financial comfort tightly connected with profession, their desire for
more materializes under the form of more than enough income
Free time they fight for keeping it, but they feel it is reducing. Look
for ways to enhance fun, to take advantage at maximum of it.
CONSUMER
VALUES
Consumer Values
NEED VALIDATION that they are TAKEN SERIOUSLY

They are working hard to have a satisfactory personal
development. Each validation is bringing them one step
further in building their own future.
To be taken seriously means:
Make a point in current social environment
Obtain appreciation from social group
Share knowledge as a mean of communicating with others
What to offer them:

Listening
Recognition
Praise & reward
Status symbols
CONSUMER
VALUES
Consumer Values
CHASE OPPORTUNITIES and are always in search of

SOMETHING TO HAPPEN
Uncertainty is the key, it keeps them going towards that
something they want but also spices up their life.
They live by an EFFORT REWARD system, which fuels their
hard work.
Thus, besides living in an environment that offers them safety
and constancy, they want to be:
Provoked
Made to anticipate
Disrupted from their normal, day by day activity
...and by facing changes, surprises, discrepancies, uncertainties
they stimulate their senses and balance the system.
TRENDS IN
ACTION
Second Screen is Digital First

YUPPIES | TRENDS IN ACTION
Yuppies are the first to adopt new media habits to fit enduring
needs in modern lives, like MULTI- SCREENING.
Multi-screening has 4 key drivers:
To satisfy curiosity (Immediate gratification of content
inspired intrigue.)
To socially connect (Real time engagement with others
sharing passions)
To upskill (Learning & deepening knowledge around content
passions)
To be recognized (Gaining recognition for viewing behaviors)
Internet tends to be more and more a complementary media to
TV. Light TV viewers are highly increasing heavy on line
consumption. With smartphones penetration on an increasing
trend, the 3rd and even 4th screen should be shortly considered:
PCs KEEP THEM INFORMED & ENTERTAINED
SMARTPHONES KEEP THEM ENTERTAINED & CONNECTED
TABLETS KEEP THEM RELAXED AND FUELS THEIR INTRESTS
TRENDS IN
ACTION
Exposure in Content
YUPPIES | TRENDS IN ACTION
Yuppies tend to be bothered by classical advertising, therefore, brands

have two effective means of catching their attention in a less intrusive
manner
Return on Sponsorship
Moving from simple exposure to exposure in content, as the most
effective mean of creating an emotional competitive point of
difference: sponsorships give something more than ROI, a return of
emotional engagement.
Target loyalty to a certain TV show will be rewarded via participative
actions, like the possibility of deciding next episode plot or to vote the
next TV series to be broadcasted.
Real time planning
Brands should also adjust campaigns and strategies in order to
respond to real time information, taking advantage of the buzz created
around one big mass interest news and turning it into fluid brand
recognition & appreciation. This is a highly rewarding social listening
result.
Manage and responding to conversations
Tactical response to advertising campaign feedback
Spontaneously proliferate real life major moments
CASE STUDY
Samsung People
YUPPIES | CASE STUDY
In March 2014 Samsung launched its latest generation of Galaxy S

Samsung Galaxy S5 that wanted to become a source of inspiration for
people and to encourage them to follow their dreams and pursuit their
passions by using self resources in the most efficient way.
People5 is a campaign that inspired by sharing true stories about
people who maximized their potential and exceeded their own
expectations.
A micro website was created (www.oamenilaputerea5a.ro) to host 26 of
the most powerful and inspirational stories about people who pushed
themselves into living different.
Vladimir Deliu traveled the country in search for these stories and he
discovered many people recognized in their communities for their
passion, willingness and hard work towards fulfilling their own dreams.
Amongst them, the athlete Toma Coconea, Raul Oaida - the creator of
Lego car, climber Teodora Vid, Ion Bararu, Raul and Mihai - creators and
designers of bicycles or Elif Memet - an 11th grade student who
developed and patented three ecological projects.
Everyone was invited and encouraged to vote their favorite story for the
chance to win a Samsung Galaxy S5.
Top 5 stories were transformed into a brochure that now is offered as a
source of inspiration and motivation to everyone who purchases a
Samsung Galaxy S5.
TECH & WEB
CONSUMER VALUES
ENTERTAINMENT
TRENDS IN ACTION
BRANDS & SHOPPING
CASE
STUDIES
TECH & WEB
Technology usage
TRADITIONAL FAMILIES | TECH & WEB
99
First Tv Set
98
Pc
76
Second Tv Set
70
Compact Camera
44
27
Similar to other targets, TV and PC are the main used devices

by the Traditional families. TV is a constant companion even if
they perform different household chores, or as a source of
entertainment, when their actively following their favorite
shows.
18
16
Their PC keeps them entertained and informed, by letting them

browse for info online, send emails, listen to music or play.
Mp3 Player/Ipod
10
Pc Tablet
Their relationship with technology is good, but its not

profound. They got to experience the advantages offered by a
computer or a audio/ video camera but they are not so involved
as to use a professional camera or an e-book reader.
Home Cinema
E-Book Reader
51
23
Audio System
Blu-Ray Player/Recorder
76
28
Video Camera
Profess Camera
85
31
Independent Dvd
ADVANTAGES EASY TO EXPERIENCE

It should fulfill its purpose in an easy way, while also managing
to make their life more pleasant.
2
2
Traditional Families
Urban Population
TECH & WEB
Mobile
STAY IN TOUCH
16% own a
smartphone
18% own a
smartphone

45
Photo Camera
Video Camera
Radio
Bluetooth
Internet/Wap
44
20
Make pictures/photos
27
28
View/listen to
music/movies
17
Email
16
22
15
17
Play games on the mobile

phone
13
21
20
21
20
20
Traditional Families
Urban population
Important because it allows them to be in touch with their

loved ones.
The mobile phone should be able to perform the basic
operations and allow them to immortalize important moments.
Having a smartphone matters to only a small part of them.
They are memory collectors, like to make photos or take videos,
and to listen to music on their phone.
22
18
18
17
Connecting to the Internet and accessing social networks is not

one of their favorite activities.
TECH & WEB

67 75
Device
26 22
PC
Mobile
5966
1824
8 7
Pc Tablet
A STEP TO MODERNITY
Place
Home
1310
51
Search info with search engines
49
44
Use e-mail
44
38
Use instant messengers
38
39
33
Read online news
30
28
Read the online sites of a newspapers
Search for small adds

Listen to radio online
Traditional families
The Internet answers well their need for staying informed, by

allowing them easy access to information about health/
nutrition, education, lifestyle or news.
Their information area extends even to real estate or price
comparison websites.
37
Access social network
Search info about products
At work At friends Internet

cafe
Read the online sites of a magazines
50% go online daily, but they spend in average only 1h 15m

online, having punctual interests and most probably sharing the
PC with other family members.
25
24
They go online also for letting themselves be entertained and

maintaining contact with friends via messenger tools or social
networks.
22
22
20
21
20
20
19
Urban population
Are the least likely to be found on dedicated platforms for

mobile phones (ITunes, OVI) or e-commerce websites.
TECH & WEB
Social media
NEW WAY OF STAY IN TOUCH

Use
41
39
13
Facebook
12
Others
10
Hi5
Twitter

32
36
24
Linkedin
39% of the Traditional families have an account on

Facebook.
They have an overall low presence on social networks,
including Facebook.
For those present, social networks help to keep in touch

with the others, via direct communication and accessing
links posted by others.
28
Access apps
15
18
14
17
Play games
13
13
17
19
Urban Population
Only a few will actively post content or engage in games.
ENTERTAINMENT
TV Consumption
TRADITIONAL FAMILIES | ENTERTAINMENT
51
29
36
31
MAIN SOURCE OF INFORMATION & FUN
90
87
53
37
38
37
07,00-09,59 10,00-15,59 16,00-18,59 19,00-22,59 23,00-00,59 01,00-07,00
TV programs
Duration
83
Movies
Not At All
Less Than 1 H
76
78
News (except sports news)
74
74
Entertainment show
10
47
1-3 H
42
Health/medicine programs
I Don'T
Watch
71
68
66
63
3-5 H
5-8 H
More Than 8 H
Investigation programs
63
58
55
11
Series
Talk shows
Reality shows
64
Music shows
29
Urban population
They couldnt imagine their life without a TV, as it is main daily

source of information or fun. Even if they also leave it on as
back noise, the Traditional families are also the most engaged
when it comes to following their favorite shows.
61
Satire & humor shows
31
93% watch TV weekly, 84% do it on a daily basis (vs. 79% from

the urban population).
They are more likely to watch TV during mornings, early fringe
and prime time.
TV helps them relax via entertainment shows and movies, but

also keeps them informed via news and health/ medicine
programs.
56
54
54
50
52
50
They prefer stations with general content like ProTV (20%).

They also have high affinity for Euforia, TVR 2 or Diva.
ENTERTAINMENT
Movies
PART OF LOW BUDGET NIGHT OUT

Movies Genre
69
Comedy
68
64
Action Movies
62
51
Love Movies
48
37
Drama
36
23
Soap Operas
22
Horror Movies
20
S.F.
19
None
22
21
9
Urban population
Their movie preference is in line with the urban population

choices.
They prefer comedies, action movies and romances and are not
fans of horror or S.F. movies.
Only 10% go to the cinema at least monthly, less than 13% all
population, and 46% dont go at all. Those that frequent
cinemas, will most likely visit cine/multiplex.
ENTERTAINMENT
Multiscreening
SEARCH ON LINE FOR RELATED OPINIONS

TV
Internet on
PC
Mobile Internet
TV
100
91
90
Internet on PC
68
100
87
Mobile Internet
16
21
100
TV
Internet on
PC
Mobile Internet
TV
100
84
81
Internet on PC
60
100
86
Mobile Internet
19
28
100
Urban population
Traditional families most likely will combine watching TV with using the
Internet on their PCs.
As they have reduced smart phone penetration, mobile usage

complementary with TV watching is less frequent.
ENTERTAINMENT
Gaming
PC HOME ENTERTAINMENT
28
30
26
27
20
23
19
13
13
They dont enjoy the social component of the games, so they

have reduced frequency for playing online or on social
networks compared even to all population.
14
Own a games console
Only 48% of the Traditional families engage in any sort of

activity related to gaming at least weekly, in line with the
urban population.
17
17
9
8
Urban population
Their PC seems to be the place where they are most likely to

play games.
ENTERTAINMENT
Magazines
SHARED READING EXPERIENCE

51
Nourishment
46
49 While travelling/on
Medicine and health
46
Culinary recipe
44
37
Fashion/cosmetics/beauty
Advices/ideas house &
garden
TV guides
40
At work
Waiting room
37
81
48
44

weekly (in line with the urban population).
24% dont pay anything for their magazines or dont buy any,
reading free titles or magazines bought by their family/
colleagues/ friends. The rest spend in average 13 RON per
month for print titles.
45
32
45
43
27
Buying place
35
32
35
30
67
Newspapers Kiosks
62
37
34
Press Store
33
Newstands
25
32 Hypermarkets/Supermar
23
34
Shopping
30
International news
31
trips/holidays
42
National news
82
At home
50
47
News/local events
Children care and education
Location
Urban population
kets
34
Their interest reflect their desires to maintain a good health, by

reading about nourishment, medicine and health, and to stay
up to date with events, by reading the news. Even though their
kids are already grown, they continue to read about child care
and their education.
27
21
Compared to all population, they enjoy reading magazines

while being at work, most probably as a shared reading
experience.
ENTERTAINMENT
Sports
PREFER NATIONAL MASS SPORTS

35
35
19
12
Football
They dont show any special interest towards sports, it is in

line with all population.
28
10
23
Gymnastics
Skating
22
9
6 2
Payed to attend
21
9
5 2
Handball
Urban population
37
32
19
12
Football
26
10
Gymnastics
24
Payed to attend
21
6 2
8 4
Skating
Handball
21
5 2
8 3
Their preference goes towards football and gymnastics, areas

that are representative for the Romanian sports universe.
ENTERTAINMENT
Sports
Practiced sports
1110
Urban population
Monthly
Football
0.3
Aerobics / Fitness
They are attracted by football and aerobics/ fitness, but when

it comes to practicing, they are clearly more eager to watch it
on TV or read about it.
Once every 3 months
Football
Frequency
Weekly
0.2
Aerobics / Fitness
ENTERTAINMENT

EXPERTS KNOW BEST
They are moderately influenced by celebrities and tend to trust

experts recommendations or mass media information.
18%
19%

19%
19%
92 93
Sellers
Influencers
78 81
73 74
Doctors/
Pharmacists
TV
68 71
65 68
65 66
Print titles
Own
experience
Relatives/
Friends
Urban population
53 57
Internet
BRANDS &
SHOPPING
Visited Stores
TRADITIONAL FAMILIES | BRANDS & SHOPPING
ALWAYS HAGGLING
Shopping place
68 69
54 58
37 37
22 24
Small
Neighbourhood
Stores
Hypermarket
Hypermarkets
72
Cash&Carry
Romanian
Internet Sites
57
Lidl
69
51
46
They are clearly fans of traditional shopping, only 3% of them

shop online, most likely for personal care products.
38
37
Penny Market
37
36
35
Profi
45
33
Malls
12 12
Iulius Mall
(CJ/IS/TM/ SV)
Afi Cotroceni

City
Center
Urban population
During the weekend, when they are most likely to do their

weekly supplies, they visit Kaufland or discounters like Lidl,
Penny and Profi.
53
Billa
52
Auchan
4 3
Supermarkets
Kaufland
Carrefour
6 6
The majority do their weekly shopping from the small

neighborhood stores and markets. They especially like visiting
markets in search of good deals and fresh products.
Bucuresti Mall
Vitan
Iulius mall, Afi Cotroceni, Baneasa Shopping City and the

established malls in Bucharest are the places they go when
they are in the mood for a leisure experience.
BRANDS &
SHOPPING
Purchase Decision
Even tough they are the persons cooking for their families, the decision
regarding food products or beverages is a family one, dear ones opinion
being very important.
Purchase decider
75
80
54 51
40
34 32
45
28
21 20
Food
Beverages
Women
Personal Care
Products
Urban population
Men Personal
Care Products
Household
Cleaning
Products
23
Snacks
30% drink beer weekly, slightly more than the average for all population.
Are the ultimate coffee lover, 78% consume it weekly, with the highest
consumption among all investigated targets.
They are light consumers of spirits and only 6% of the Traditional families
consume weekly bottled wine.
Traditional women are very well aware of what products to buy, being
more involved in the purchasing decision than the women population.
The men, on the other side, are slightly less involved, indicating that
maybe the partner has also a word to say in the purchasing process.
40% are cleaning alone the house and 36% split the chore, explaining
why they are also more involved in the purchase decision process for
house hold cleaning products.
BRANDS &
SHOPPING
Favorite Brands
Food
Cooking Nutrients
They usually consume well known brands, although the brand

reputation is not a purchasing criteria for them.
For secondary products, like sugar and oil, they also buy less
renown brands, that fulfill its purpose at less expense.
Snacks
BRANDS &
SHOPPING
Favorite Brands
Beverages
As beverages, they consume the brand leaders of the market.
Beer
A part of them dont have a favorite beer brand, that they
consume preponderantly, but when they do prefer traditional
brands as Timisoreana or Ursus.
Spirits
Since spirits are a light consumed category for them, they
prefer to go with the renown brands, most probably during
special occasions.
Coffee & Tea
Jacobs and Amigo are the brands they consume most often in
the coffee category. They choose Fares for tea specialties.
BRANDS &
SHOPPING
Favorite Brands

They pay attention to the brands they buy for their personal care and
household cleaning.
Similar to the other targets, they use Dove and Nivea for skin products
and deodorants. Colgate is most often used for toothpaste, but also for
tooth brush. For hair care they choose Head & Shoulders.

To simplify purchase decision, men will use the same brand for all
products related to shaving and for deodorants: Gillette.
House hold Cleaning Products
Technology
House image is their most important status statement, therefore they will
buy good quality house hold products, that preferably fulfill multiple
purposes.
TV has to have high quality, therefore they prefer Samsung. For computers
they choose more affordable brands as Acer and for their mobile phones
they will keep using the brand they got used with Nokia.
BRANDS &
SHOPPING
Product Research

Before buying
When purchasing

58% ask for advice
58% ask for advice

They like to make informed decisions regarding the products

they buy, even if when they are attracted by new brands.
Even though they leave for shopping with their list prepared,
the decision happens mostly IS.
There are less likely than other targets to inform online about
prices.
BRANDS &
SHOPPING
Shopper Typologies
Best Deal Shopper

Main Attitudes: attracted by the idea of getting the best
offer. They have the feeling of doing smart shopping and of
streamlining their resources to maximum.
Main Needs: have the psychological need to be sure that
they choose lowest priced products. Know what type of
products have best prices in each visited stores (e.g sweets
from Lidl, fruits from Penny) and in order to exploit
promotions to their maximum they tend to buy large
quantities and to make stocks. Even if they try the hardest to
make savings, best deal shoppers are often ending by
loosing the most, due to wrong choices.

2014
Shopping Experience: As they get informed by researching

offers brochures, the actual shopping is very fast forward
knowing exactly what to buy. They will frequently visit
multiple stores.
CONSUMER
VALUES
Consumer Values
TRADITIONAL FAMILIES | CONSUMER VALUES
To Love
What defines them the need to LOVE

Their family is the center of the universe for them. They rarely
go outside its boundaries, because their family needs their love
in order to function properly.
To Believe in Norms
& Customs
They BELIEVE in social norms and customs

By believing they find meaning and consolation for happenings
they can not explain. They follow the rules of traditional
systems, like gender roles, or religion.
To Connect
Need to CONNECT to the others in order to feel accepted

Their connection circle is limited to close ones as family,
neighbors and probably colleagues. Friendships are bind with
people that share same values they are not attracted by
diversity. At informational level, will look after subjects which
are easily accepted by anyone (e.g. politics, VIP gossips) and
not after those that need to be sustained.
CONSUMER
VALUES
Consumer Values
Love for her family is her fundamental, that makes her feel
complete, it is the number one priority for which they dedicate
most of their time, sometimes also forgetting about themselves
and their needs.
They will appreciate:
Meaningful family moments
Facilities of love expression
Appreciation of her initiatives for family happiness
Love reminders
Recognition of the compromises they make from love for
their family
Their confidence & energy is boosted by their family love and
especially by their kids love, as they are the center of their
family.
CONSUMER
VALUES
Consumer Values
Need something to believe in, to give them a meaning &

answer to their questions.
Believing they obtain:
Explanations
Consolation
Authority to impose their thoughts
Comfort
Their believes are traditional, well rooted and tested by more
experienced people, hard to be countered:
Family as an institution no matter what, family has to
remain united and her role is to care for unity
Religion as the ultimate life guidance.
Traditions as her area of expertize
Social rules learned in childhood and never questioned (e.g.:
7 years from home)
CONSUMER
VALUES
Consumer Values
Being connected means for them being accepted.

Connections are facilitated by:
Family & home appreciation
Proximity
Traditions (including family traditions) & routines
Following role models (simple and credible people)
They will mostly connect around family & home as they are
their main preoccupations.
Their models are simple, credible and easily understood
persons with whom they can dialogue (and brand endorsers
should be the same)
Will mostly complain about general social issues like low
salaries, unemployment, price increases
When discussing about their family, they will highlight only
good things, as the social norms tell Do not share what is in
your house
Connection moments are routines (e.g. chit chatting on the
street) or traditions (e.g. 1st May barbeque; religious service;
baptisms; weddings).
TRENDS IN
ACTION
Modern Traditions
TRADITIONAL FAMILIES | TRENDS IN ACTION
Even if Traditional family's member were born in a period when

the technologic advance was not so rapid or existed barely,
they are doing efforts to keep up with the fast pace of the
Cyber era. Willingly or pressured by the desire to maintain their
work place or driven by their children modern skills, they
engage daily in activities related to the Internet.
Still, they maintained some customs, like the purpose of the TV,
which maintained its Role of Evening Family Connector and
Celebrities Producer.
Online completes their extra content needs. It is also a
connectivity mean, not a show off one 39% are on Facebook,
but they prove to be likers and sharers, more than posters.
There is a rise of new traditional families with the easy access
to content online. Traditions and customs are being now reinterpreted in order to fit the fast moving technology trend and
the multitude of information available.
CASE STUDY
Macromex - Cream cheese Philadelphia

TRADITIONAL FAMILIES | CASE STUDY
Philadelphia cream cheese is placed 3rd in the category in terms

of sales. In order to exploit best consumption moment and extend
product usage occasions, at the end of 2013, in the context of
Christmas holidays, we launched a campaign, positioning
Philadelphia as the perfect ingredient for stunning Christmas
recipes.
During Philadelphia Christmas Recipe Challenge, everyone had
the chance to advice The Chef on choosing the Christmas Menu.
Through a complex media partnership, a mini TV program was
develop on Kanal D, having an on line interactive component
which fueled and encouraged content creation: viewers were
invited through call to action promos aired all day and online
banners to submit cooking recipes featuring cream cheese
Philadelphia to a special section created on www.kanald.ro. Chef
Doru announced the winners of the contest during Draga mea
prietena TV show (that he co-presents) and cooked one of them
every day, the last one being cooked on Christmas Day. All mini
programs were aired in PT and were promoted inside Draga mea
prietena and through branded promos for increased reach.
Participants received both an emotional incentive, winners being
mentioned during the mini-program on one of the top 3 Romanian
TV stations and a symbolic material one: a Philadelphia cooking
kit.
Thank you for reading 2014 Consumer Report and stay tuned for next years edition!
in the mean time.
Follow our
HumanGraphExperience
series, monthly
updated, on:
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additional
information:

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Welcome to Starcom MediaVest Groups Consumer Report

Use the interactive tabs to easily

Go directly to the 1st page of

Focus Consumer Segments

Families with modern parenting views

People going out >3times/ week

Families complying to customs &

Why these Segments?

TECH & WEB

BRANDS & SHOPPING

TECH & WEB

BRANDS & SHOPPING

TECH & WEB

TECHNOLOGY IS A LIFE FACILITATOR

Another main criteria for choosing a certain device is to be

Either it provides home entertainment (TV, PC, DVD, Audio

TECH & WEB

CONNECT & ENTERTAIN

99% have a mobile phone

94% have a mobile phone

Used mobile features

Weekly mobile activities

I Access Social Networks

Play Games On The Mobile

Besides TV, mobile is the other technological device existent in

TECH & WEB

Online Behavior & Activities

SUPPORTS EFFICIENT TIME

Top Online activities

Read Online News

Read The Online Sites Of A

Play Online Games

64% goes online everyday and spends in average 2 hours and a

Use Instant Mess/Send Sms

Search Info About Prod&Serv To

Read The Online Sites Of A Magazines

Besides information, internet is also used for relaxation,

TECH & WEB

Weekly Facebook activities

Access links posted by friends

Facebook is the main social network where they are present.

Its main purpose is to communicate with existing group of

QUALITY CONTENT KEEPS THEM FOCUSED

83% watch it daily and 91% at least 3 times/ week.

07,00-09,59 10,00-15,59 16,00-18,59 19,00-22,59 23,00-00,59 01,00-07,00

News (Except Sports News)

Satire & Humour Shows

TV Series (Not Soap Operas)

They are actively watching quality programs like well known

TV consumption increases after 16.00 oclock, after their

TV stations preferences are in line with their content needs:

Comedy is by far their preferred and differentiating movie type,

Their monthly cinema visiting frequency is moderate, in line

Most frequent multi screening combinations are mobile

Use pc for playing games

Play online games-weekly

Download software/games - weekly

Play games on the mobile phoneweekly

Play the specific network gamesweekly

Own a games console

They need to keep up with their kids advanced technological

PERSONAL INTERESTS UPDATES, WITH FAMILLY FOCUS