Leading Brands by Romanian Internet Users 2012

gemiusAdHoc

February 2012

About the study

5th edition (2011, 2010, 2009, 2008) The results of the study are compared with the data obtained in 2011 and statistical differences were investigated. The study identifies the perception of the characteristics determining a leading and online brand. Two main goals were achieved as a result of the study: indication of the leading brands in various categories as perceived by the Romanian internet users finding out which are the most online present brands, in Romanian internet users opinion
2 2

Research method
Data were gathered between 13th-30th January 2012. Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Tpu.ro and Trilulilu.ro. Target group of the study are Romanian internet users aged 18-45. The final sample (N) consists of 2057 questionnaires completed by Romanian internet users aged 18-45. Results of the study were presented with the use of an analytical weight, based on data concerning structure of the online population in terms of gender and age of internet users. The structural data was taken from the Omnibus study provided by Mercury Research.

3 3

Survey Structure
The survey was divided into three main sections: 1. leading brands and online presence characteristics 2. Romanian brands: popularity, trustworthiness, online presence 3. product categories (banks and insurance; personal care/cosmetics; auto; telecommunications). The first two sections were displayed to all respondents In the third section (product categories) one respondent was asked questions about only one product category.
4 4

Leading Brands and Online Presence Indices values range between 0 and 1 created on the basis of the most important features indicated by users

Leading brands features

Which of the following features are, in your opinion, to the greatest extent those of a leading brand?
Please indicate up to 2 features.

0% It has high quality products

20%

40%

60% 66%

80%

100%

66,9% 37% 38,0% 32% 28,9% 23% 21,0% 20% 20,2% 5% 6,4% 2% 1,1% 2011 2012
5

It is widely known

It has products that sell very well

High quality of products or services and being widely known are the two most important attributes when evaluating a brands success. It seems that having products that sell very well has decreased in importance as compared to one year ago. Having a lot of fans is on the last place, but more users than in 2011 think this is a key feature of a leading brand.

It differentiates from the rest of the brands

Its product/services are innovative

5 5

It has a lot of fans

None of the above

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012

Brands online presence features

Which of the features given below are, in your opinion, to the greatest extent those of a brands online presence? Please, indicate up to 2 features. 0% 20% 40% 60% 80% 100% 42% 43,3% 41% 34,6% 26% 28,8% 31% 28,4% 25% 24,5% 14% 16,5% 3% 2,7% 2011 2012 The ranking used to determine the online presence index changed in 2012 the online communication its slightly more important this year than selling the products online. Displaying a seamless online image has decreased in importance. Being discussed on blogs, forums and social networks has increased compared to the 2011 readings.
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Necessary data about its products/services and contact are available online Its online image [website, banners, design, graphics] is seamless and constantly improving Communicates with its clients online through as many ways as possible- blog, newsletters, social networks, etc...

Its products can be bought via the internet

It is intensively promoted online (banners, sponsored links, contextual) It is intensively discussed by internauts on blogs, online forums, chats and social networks

None of the above

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012 Source: gemiusAdHoc, February 2012

Romanian brands most present on the internet

Top 10 (spontaneous answers)
When you think about Romanian brands most present on the internet, which brands come to your mind first? 35%

30% 26% 25%

20%

15% 11% 10% 10% 7% 5% 7% 6% 5% 4% 3% 3%

7

2011 2012

7 7

0% Dacia Borsec eMag BCR Ursus ProTV Dorna Petrom Romtelcom Ciocolata cu Rom

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012

Romanian popular brands

Top 10 (spontaneous answers)
When you think about popular Romanian brands, which brands come to your mind first? 35%

30% 27% 25%

20%

15%

13% 10% 2011 2012 6%

8 8

10%

5%

5%

4%

4%

4%

4%

4%
8

0% Dacia Borsec Ursus Ciocolata cu Rom ProTV eMag Arctic Napolact Timisoreana Poiana

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012

Romanian trustworthy brands

Top 10 (spontaneous answers)
When you think about trustworthy Romanian brands, which brands come to your mind first? 35%

30%

25% 22% 20%

15%

14%

10% 7% 6% 5% 6% 6% 6% 5% 4%

2011 2012 4%

9 9

0% Dacia Borsec Ursus Dorna BCR eMag Gerovital (Ana Aslan) ProTV Napolact Poiana

Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012

Banks & Insurance Leading Brands Index

,000 ING BRD BCR Raiffeisen Allianz-Tiriac Banca Transilvania CEC Unicredit -Tiriac Asirom Generali Astra Omniasig BancPost Ardaf Alpha Bank Groupama Millenium RBS Aviva AIG ,100 ,200 ,300 ,339 ,304 ,296 ,234 ,224 ,214 ,187 ,157 ,139 ,131 ,130 ,122 ,109 ,092 ,086 ,081 ,073 ,046 ,042 ,018 ,400 ,500 ,600 ,700 ,800

1 1 0 0

2011 2012

10

Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012

Banks & Insurance Online Presence Index

,000 ING BCR BRD Raiffeisen Banca Transilvania Allianz-Tiriac Unicredit -Tiriac Omniasig Astra Asirom BancPost CEC Generali Millenium Ardaf Groupama Alpha Bank RBS Aviva AIG ,100 ,200 ,300 ,325 ,252 ,248 ,208 ,176 ,174 ,138 ,132 ,124 ,119 ,112 ,107 ,101 ,092 ,087 ,084 ,083 ,040 ,036 ,018 ,400 ,500 ,600 ,700 ,800

1 1 1 1

2011
11

2012

Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012

Personal Care Leading Brands Index

0,000 Gillette Dove Nivea L`Oreal Colgate Avon Vichy Rexona Blend-a-med Gerovital Garnier Oriflame Palmolive Yves Rocher Farmec Maxfactor Head&Shoulders Rimmel Elmiplant Gerocossen 0,100 0,200 0,300 0,400 0,399 0,390 0,387 0,349 0,345 0,323 0,269 0,267 0,252 0,244 0,238 0,229 0,218 0,202 0,182 0,169 0,166 0,159 0,139 0,097 0,500 0,600 0,700 0,800

1 1 2 2

2011
12

2012

Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012

Personal Care Online Presence Index

,000 Avon Oriflame Gillette Dove Nivea L`Oreal Colgate Vichy Rexona Blend-a-med Yves Rocher Garnier Palmolive Gerovital Rimmel Maxfactor Head&Shoulders Farmec Elmiplant Gerocossen ,100 ,200 ,300 ,400 0,353 0,277 0,250 0,243 0,242 0,236 0,232 0,195 0,178 0,174 0,169 0,169 0,159 0,153 0,132 0,129 0,124 0,124 0,119 0,090 ,500 ,600 ,700 ,800

1 1 3 3

2011 2012

13

Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012

Auto Leading Brands Index

0,000 BMW Mercedes-Benz Audi Volkswagen Dacia Ford Skoda Volvo Toyota Opel Renault Peugeot Nissan Honda Hyundai Citroen Fiat Chevrolet Seat Kia 0,100 0,200 0,300 0,400 0,500 0,600 0,533 0,518 0,441 0,384 0,268 0,247 0,234 0,234 0,232 0,217 0,175 0,169 0,161 0,147 0,141 0,127 0,124 0,115 0,114 0,098 0,700 0,800

1 1 4 4

2011 2012

14

Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012

Auto Online Presence Index

,000 Mercedes-Benz BMW Dacia Volkswagen Audi Skoda Opel Ford Renault Toyota Peugeot Volvo Nissan Chevrolet Citroen Fiat Hyundai Honda Seat Kia ,100 ,200 ,300 ,400 0,349 0,333 0,324 0,281 0,267 0,197 0,195 0,190 0,179 0,173 0,152 0,149 0,147 0,146 0,146 0,144 0,141 0,128 0,127 0,118 ,500 ,600 ,700 ,800

1 1 5 5

2011 2012

15

Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012

Telecommunication Leading Brands Index

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Orange

0,461

Vodafone

0,439

Cosmote

0,436

RDS-RCS

0,279
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Romtelecom

0,255 2011 2012

16

UPC

0,135

Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012

Telecommunication Online Presence Index

,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800

Vodafone

0,545

Orange

0,513

Cosmote

0,422

Romtelecom

0,280
1 1 7 7

RDS-RCS

0,259

2011
17

2012 UPC 0,173

Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012

Va Multumesc !
Catalin Emilian, Country Manager Romania & Moldova GEMIUS RESEARCH SRL
Str. Cezar Bolliac Nr. 8, Ap.6 Sector 3, Bucuresti Phone: +40213233523 contact@gemius.ro