Media consumption habits in 2022, Romania

The acceleration in digital adoption, especially in e-commerce is one of the most obvious and relatable trends driven by the pandemic and post-pandemic period. Romanian consumers adapted to the changes and integrated the media consumption better than in 2020-2021. Due to a new hybrid way of living, consumers are showing a mixed usage of media.

With new marketing channels and trends constantly popping up, a quick generation-by-generation overview of Romanian consumers provides a deep dive into how each generation likes to shop.

Gen Alpha (0-14 y.o.)

They’re already influencing some shopping trends and want companies to take a stance on social issues, specifically racial justice, LGBTQ+ rights, gender inequality, and climate change.

Gen Z (14-26 y.o.)

They buy products based on influencers’ recommendation, and through at least 1 in-app shop.

Millenials (27-42 y.o.)

Ads on cable TV beat streaming services when reaching them by a small margin, but retail discovery is still relevant but less frequent than digital channels.

Gen X (43-58 y.o.)

They prefer to discover new products through search, television ads, and in retail stores, and most of them don’t care if companies engage with social issues or not.

Boomers (59-77 y.o.)

TV ads represent the top way they discover new products, and half of them say companies should not take a stance in political aspects.

Other interesting findings about consumers:

  1. Physical technologies: click and collect, buy in store - deliver at home, live chats, in store reviews, cashier free shopping, location-based push notifications, augmented and virtual reality etc.
  2. Brands continuously try to understand their market, in order to become more agile. There is an obvious focus on unifying data from all touchpoints (e-commerce, social media, devices used, CRM data etc.), to create a holistic view of the customer.
  3. Romanian consumers are becoming more educated over the effect products they use have on the environment and are increasingly shifting towards products that are eco-and animal friendly, both in terms of formulas and packaging.

Published: September 25, 2023

COSTIN GRIGORAS
MEDIA DIRECTOR | MEDIA INVESTMENT (THEGROUP)
costin.grigoras@wecan.net
Costin is an engineer specialized in electric drives but has never practiced the profession. He got his first job at Grey Worldwide as a Junior Media Planner a long time ago (1999). Since then, Costin has had the chance to develop media campaigns for a lot of clients from almost all existing categories in the Romanian market. When he joined thegroup in 2012, he realized that it was essential to combine audience figures with the understanding of the consumers, to identify their needs and wishes to better customize communication and reach them at the most possible relevant touchpoints.

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Media consumption habits in 2022, Romania

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