Responsibility towards the environment
Romanians start to be more attentive not only to the quality of their lives but also to the impact their actions have on the environment. Thus, in 2019, 8 out of 10 people are reusing shopping bags (compared to 74% in 2018), and the percentage of recyclers has increased from 51% in 2018 to 58% in 2019. Moreover, 28% of consumers bought products from companies involved in environmental protection, the trend being significantly higher for young people aged 18-23 (41%).
Gamification and Interactivity
Consumers today have become accustomed to not be bored.
In 2019, they want brands to entertain them: 77% said that this year, compared to 71% in 2018. Moreover, in 2019, 84% of urban people in Romania would choose a brand that entertains them.
The percentage increased significantly from last year (79%) and is even higher for young people aged 18-23 - 88% of them would choose such a brand.
Brands technology friendly
Romanians embrace the use of technology in relation to brands - 58% consider useful the augmented reality in the interaction with a brand.
Consumers would use the augmented reality for choosing a vacation destination (60%), choosing a home that is in the project stage (51%), choosing a hospital / clinic before contracting (45%), choosing furniture (45% watching the places where the products come (43%), the choice of a car (35%).
The percentage of those who used voice search on smartphones increased significantly in 2019 compared to 2018 (51% versus 38%), and those who used them considerably more consider them useful (88% in 2019 vs. 79% in 2018).
Consumers would use a voice application to search for information (58%), household activities such as lighting / lighting (54%), starting some applications (45%), conversations (29%), buying certain products (17%).
"The behavior of Romanian consumers is changing, and brands have to take this into account. They can win a lot of consumers on their side making recycling easier, helping to conscious food waste and using technology to ease the consumer's life.
In 2019, brands can draw attention to them and demonstrate their usefulness by interacting and engaging in interactive and entertaining ways for the consumer, "said Traian Nastase, Managing Partner, iSense Solutions.
The data is collected in January 2019, the survey being conducted online on 1011 respondents and is representative of the urban environment in Romania with an error rate of +/- 3.1% at a confidence level of 95%. The data is compared with similar research conducted between 2014-2018 and is part of iSense Modern Consumer Trends Tracker, a tool that monitors over 25 consumer behavior trends in Romania.