Have you ever wondered who is really visiting your websites? How old are they? Where do they live? Which are their online habits?
According to gemiusAudience study, in January 2014, the internet population in Romania was 8.67 million. 71 % of them are actively using the internet since more than 5 years ago. In terms of sex distribution, more than half of the internet users are women (53%), while only 47% are represented by men. A glimpse into the audience data for the Romanian online market also shows that 65% of the internet users come from urban areas, while 35% are rural. The age groups composition highlight the fact that more than 50% of Romanian internet users are aged 25-44, less than 10% are aged 15 to 18 while less than a quarter are 45+. In terms of the education level, 40 % are high school graduates and 18% are university graduates. An interesting observation of the study is that more than 46% of internet users do all or most of the shopping in the household, while almost one third equally share the responsibility for daily shopping with others.
Browsing the internet using a mobile device is a widespread habit among the Romanian internet users, with 38.78% of them daily connecting to the internet through a smartphone/tablet. Over 16% of them are using a mobile device to browse the internet few times per week, while one third of the total internet population never uses a mobile or tablet to browse the internet.
What are Romanian Internet users looking for on the internet?
News (5.8mn internet users searched for news in January) and medicine/health information (with 4.37mn users) are in the top of the searches. According to the research, next in popularity are food recipes (with 4.35mn persons), education & personal development (4.34mn) and jobs (3.99mn). Surprisingly, family &children related information, money/ investments/ financial information and real estate ranks at the bottom of this top.
Last but not least, the most popular websites in Romania in January 2014, based on the number of real users, were Google (with 7.56mn users), Facebook (7.34mn), Yahoo (6.38mn), YouTube (6.27mn) and bet365.com (3.9mn).
E-commerce: trends and evolution
Tocmai.ro, mercador.ro and okazii.ro are the top 3 classified ads websites in Romania in January 2014, according to gemiusAudience study. Analyzing their evolution in reach & real users for a period of 6 months shows that tocmai.ro doubled its real users’ number from 1.6 million in August 2013 to 3.4 million in January 2014, mercador.ro had an ascending trend also (from 1.4mn to 2.8mn), while okazii.ro decreased in terms of real users. All 3 websites had a peak in real users’ number in November 2013, most probably because of the 2 Black Fridays.
In terms of reach, the evolutions are similar: tocmai.ro and mercador.ro increased their reach from 18%, respectively 16% in August 2013 to 39% and 32% in January 2014. Okazii.ro, instead, had an ascending trend from August to November, reaching a peak of 23.5% in November, but decreased dramatically from December onwards reaching a percentage of 17% in January 2014.
In terms of gender distribution, mercador.ro and tocmai.ro are almost equally represented by men and women. Okazii.ro instead is mainly visited by men – 63% of the users are men and only 37% are women.
What about social networks usage?
4.7 million people in Romania use social networks on a daily basis. Among the most popular social networks are: Facebook (with 7.34mn visitors in January 2014), Twitter (1.13mn visitors in January 20114) and Linkedin (890,639 visitors in January 2014).
In terms of gender distribution, Twitter and Linkedin have an audience majority formed by men (55.48% Twitter and 54.91% Linkedin), whereas on Facebook the majority of the visitors are women (53.9%).
Regarding their online shopping behavior, almost 85% of Linkedin visitors shop online at least once per month and only 66% of Facebook visitors do this. Another interesting insight would be the fact that almost 62% of Linkedin visitors make use of online banking services, while only 45% of those who visit Twitter do so.
SO WHAT ARE THE KEY BENEFITS OF GEMIUSAUDIENCE?
You can gain deep knowledge about your visitors
Check socio-demographical profiles of users visiting your websites and track the trends. Knowing these allows to adjust your site and its content to users’ needs and to prepare better offers for advertisers basing on trustful data.
You can benchmark your website with competitors
With which competitor you have the biggest audience duplication? Where to plan your campaigns? With whom are you sharing your visitors? What are your users doing when they are not visiting your website?
You can increase your income from advertising
Results of the gemiusAudience study are the basis for gaining advertisers’ budgets! When taking part in the study, your website’s audience data will reach media agencies and online advertisers directly as Gemius provides them with data for online media planning and buying.
You can optimize your online advertising campaigns
With these data you can learn on which websites your target group is available and spend meaningful time. Knowing this you can optimize your campaigns in terms of choosing the websites with high affinity, reach & engagement of your target audience. You can also minimize advertising waste and save money!
