Navigating Change – Consumer Report 2024 by Starcom Romania

Now in its 11th edition, Starcom Romania’s newly released Consumer Report is an annual study that delves into evolving consumer behavior, providing a comprehensive analysis of the latest trends.

The 2024 edition offers valuable insights into Romanian consumer habits, highlighting key shifts in preferences, media consumption, and purchasing decisions. In a rapidly changing market, businesses that understand these dynamics will be better equipped to refine their strategies and create offerings that truly resonate with their target audience. 

“As we navigate the ever-changing economic landscape, both globally and locally, we’ve keenly observed the increasing financial pressures that accompany these changes. In response, our comprehensive study takes a detailed look at nuanced shifts in consumer behavior, going beyond general observations to provide a detailed look at current trends. By aligning with the priorities of today’s consumer, we remain relevant and effectively adapt with the times.

Our research goes beyond conventional areas of study to provide a holistic analysis that answers the crucial question “why?”. These insights enable us to approach future strategies with a deeper understanding of consumer needs, wants and preferences. By paying attention to the pulse of the market, we not only stay relevant, but also position ourselves to actively influence market dynamics.” said Oana Dogaru, Senior Consumer Insights Strategist Research

Top consumer trends in 2024

Television and online consumption

Traditional TV is still the main channel, but online TV and streaming services are on the rise, especially among young people. Smart TVs have become the norm and the preference for LED screens demonstrates Romanians’ growing interest in quality viewing experiences. In parallel, the internet has become essential in everyday life, with young people and single adults spending on average more than 240 minutes online every day. Mobile phones are ubiquitous but laptops remain essential devices, especially for work and entertainment.

Social networks and mobile phones

Mobile phones are mainly used for socializing, communicating and, increasingly, for banking and work. Messaging apps such as WhatsApp and Facebook Messenger dominate the market, while TikTok, Instagram and Reddit are favored by young people. Families with children are also starting to use TikTok and Pinterest more, indicating a diversification of the audience for these platforms.

Audio content consumption

Radio remains an important source of information and entertainment, but only for more mature segments. Young people prefer online music apps and listening to radio is more casual, in the car or at work. The most popular music genres remain pop, disco and oldies, but teenagers and young singles prefer rap/hip-hop and dance.

Publishing and digital reading

Online editorial consumption is increasing, especially among young people, while reading in physical format is slightly decreasing. Women and young singles are the most active consumers of e-books, while social networks are becoming the main source of publishing content for all segments. Digital libraries are increasingly popular and online communities dedicated to reading play an important role in maintaining interest in books.

Shopping habits and e-commerce

Romanians still prefer to shop in physical stores, but online shopping is gaining ground, mainly because of the offers and convenience of the purchase process. Price remains the most important decision factor, followed by promotions and speed of delivery. Young people are more inclined to buy gadgets and tech products, while families with children prioritize purchases for the home.

Black Friday and information sources

For the 2024 Black Friday campaign, the majority of Romanians searched for information online, using advertisements, price comparison sites and app notifications. Young people relied more on social networks, while television remains a trusted source of information for all consumer groups.

Consumer values and priorities

In the context of economic and political uncertainty, ‘control’ has become an increasingly important value for consumers. Families with children continue to put ‘love’ first, and the need for stability and human connection is growing.

Favorite interests and activities

Romanians are spending more and more time outside the home, engaging in recreational and sporting activities. Teenagers are the most active, with a clear preference for team sports. At home, relaxing and cooking are the main activities and preferences vary according to age and lifestyle.

“Consumer Report is an interactive dashboard that brings together both quantitative and case studies, providing a detailed look at four consumer segments, each with their own needs and habits.
We discover how age and lifestyle influence preferences – from the events Romanians attend to how they consume media and digital content. What’s more, the report allows data to be compared over time, helping brands to understand not only where consumers are now, but also where they are heading,” said Mirela Enache, Media Research Specialist

Request access to the extended interactive version of the report for a comprehensive, data-driven perspective on evolving consumer trends.
This dynamic dashboard includes historical data and exclusive insights on TV consumption, online behavior, social media preferences, publishing and editorial trends, purchase decision-makers, and brand performance – covering awareness, advertising impact, favorability, and loyalty.

Methodology

The information has been extracted from Consumer Report 2024 and is based on data from industry media behavior monitoring studies (SNA FOCUS, Median, Gemius), as well as data from studies conducted by Starcom (Black Friday, Women Study, Events Behavior) or data from partner studies (GWI). 

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