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The first study on how brands are seen by Romanian Internet users, done by Gemius & Evensys (third edition)
Citation preview
Leading Brandsby Romanian Internet Users 2010
gemiusAdHoc
February 2010
22
2
About the study 3
Aim of the study 4
Research method 5
Executive summary 11
Results 14
Leading Brand features / Online Presence features 15
Romanian brands 18
Brands in product categories 22
Banks and insurance 23
Personal care/cosmetics 28
Auto 33
Telecommunications 38
Appendix - correlations on indices 43
Demographic profile 45
Table of contents
About the study
44
4
Aim of the study
The report shows the results of a study conducted in
Romania by Gemius in partnership with Evensys.
Two main goals were achieved as a result of the study:
indication of the leading brands in various categories
as perceived by Romanian internet users
discovering which brands have the greatest online
presence in the opinion of Romanian internet users
insight into the influence on their ranking of the
online presence of brands from four product
categories.
The study also identifies the perception of the
characteristics determining a leading and online brand.
Goal of the study
55
5
Research method (I)
The applied research method was developed based on
the experience and feedback gained from similar
studies conducted in 2009 and 2008.
The research data was gathered between 14th to 25th
January 2010 using the CAWI (computer-assisted web
interviewing) method. Invitations to take part in the
survey were displayed randomly to internet users
visiting selected websites belonging to the following
publishers: eJobs.ro, EuropaFM.ro, HotNews.ro,
Radio21.ro, Rol.ro, SapteSeri.ro and Wall-Street.ro.
The target group of the study are Romanian internet
users aged 18-45.
The final sample (N) consists of 2,400 questionnaires
completed by Romanian internet users aged 18-45.
Study 2010 - Method
Target group
Sample size
66
6
Research method (IV)
In order to ensure representativeness of data for the
Romanian online population aged 18-45, the results of
the study were presented using an analytical weight,
based on data related to the structure of the online
population in terms of gender and age of internet
users, as well as the frequency of internet usage.
The structural data was taken from the Omnibus study
provided by Mercury Research.
All research findings presented on the charts in the
percentages refer to weighted data, whereas the
sample size (N) presented in the slides refers to
unweighted data and shows the actual number of
respondents who answered a particular question.
Analytical weights
77
7
Research method (V)
The survey was divided into three main sections
according to different brand classes:
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
and respondents were asked a set of open-end
questions on the basis of which the „top 10‟ rankings of
the most popular, trustworthy and online Romanian
brands were created.
In the third section (product categories) one
respondent was asked questions about only one
product category.
All rankings in this report are based on the respondent
declarations.
Survey structure (I)
88
8
Research method (VI)
The number of respondents for each of the above
sections was:
leading brands, online presence characteristics –
2,400;
Romanian brands – 2,400;
product categories – 600 respondents in each:
banks and insurance; personal care/cosmetics; auto;
telecommunications.
Sample size by survey structure
99
9
Research method (VII)
The Leading Brands Index was created on the basis of
the most important features of „leading brands‟ that
respondents were asked to indicate at the very
beginning of the questionnaire. For each of the
features a different weight was calculated
proportionally to the percentage of respondents who
indicated the feature as an important one for
considering a brand as a leading one. The weights
were calculated based on all respondents. The index
values range between 0 and 1.
The Online Presence Index was created analogically on
the basis of answers given by respondents to the
question related to the features that are to the
greatest extent the evidence of a brand‟s online
presence. The index values range between 0 and 1.
Leading Brands and Online Presence Indices
1010
10
Research method (VIII)
To investigate whether a given brand‟s online presence
influences the brand‟s position in the ranking in a given
product category, correlations for each product
category were calculated. The correlation for the
product category is a mean of the correlations
calculated individually for each brand for both indices
in the given category. The higher the correlation for a
given category, the more important the brand‟s online
presence to its position in the ranking in this category
(for more information see „More on indices and their
correlations‟ section in the Appendix).
The report presents only results from the 2010 study.
Online Presence and Leading Brands Indices correlations
Executive summary
1212
12
Executive summary (I)
Dacia, BCR, Petrom, Arctic, Ursus and Murfatlar are the
brands most present in Romanian internet user minds.
These 6 brands dominate the unaided awareness tops
when it comes to the most popular, most trustworthy
and what internet usesr believe to be the Romanian
brands with the greatest online presence.
Some of the new entries in these tops include Emag,
Rom and Poiana chocolate brands.
Having high quality products/services and being widely
known are the two most important characteristics of
being a leading brand. Displaying its products and
services online, specifying contact details and also
having the best possible image define the online
presence of a brand according to Romanian internet
users.
Main results
1313
13
Executive summary (II)
Online presence positively correlates with the perception of brands
as being „leading‟. Statistically the more „online present‟ the brand
is, the higher in the ranking of leading brands it is placed. The
strongest relation can be observed in the case of the
Telecommunications and Bank/Insurance categories. It is
potentially more important for Telecommunications and Bank
brands to have an online presence.
The banks ING, BRD and BCR; the personal care companies Nivea,
Gillette and Colgate; the car makers Mercedes-Benz, BMW and
Audi; and the telecom companies Orange and Vodafone as well as
Cosmote set the standards for leading brands.
The brands with the most online presence are: ING, BRD and BCR
(banks); Avon, Oriflame and L‟Oreal (personal care companies);
BMW, Mercedes-Benz and Dacia (car makers); Orange, Vodafone
and Cosmote (telecom companies).
Categories of products
Results
1515
15
Leading Brand features / Online Presence features
1616
16
Leading brands featuresWhich of the features given below are, in your opinion, to the greatest
extent those of a ‘leading brand’?Please indicate up to 2 features.
Source: gemiusAdHoc, February 2010
Base: All respondents N=2,400
Out of the six promptedcharacteristics that define aleading brand, having highquality products is consideredto be the most important.
Being widely known comessecond and having productsthat sell very well comes third,with almost one third ofrespondents mentioning thischaracteristic among the mostimportant two characteristicsof a leading brand.
Having lots of fans is rathernot an important characteristicfor being a leading brand inthe opinion of Romanianinternet users.
62%
45%
32%
24%
14%
8%
2%
0% 20% 40% 60% 80% 100%
It has high quality products/services
It is widely known
It has products/services that sell very well
It is different from other brands
Its product/services are innovative
It has a lot of fans
None of the above
1717
17
Brand’s online presence featuresWhich of the features given below are, in your opinion, to the greatest extent those of a brand’s online presence? Please, indicate up to 2 features.
Source: gemiusAdHoc, February 2010
Base: All respondents N=2,400
The most importantcharacteristic for determiningthe online presence of a brandis showcasing its products /services and having contactdetails available online.
Having a seamless andconstantly improving onlineimage is mentioned by 38% ofrespondents among the twomost important characteristicsthat define the online presenceof a brand.
Being discussed intensivelyon social networking sitesseems not to be among themost important characteristicsof the online presence of abrand according to internetusers.
46%
38%
30%
27%
26%
14%
3%
0% 20% 40% 60% 80% 100%
Necessary data about its products/services and contact details
are available online
Its online image [website, banners, design, graphics] is seamless and
constantly improving
Its products can be bought via the internet
Communicates with its clients online through as many ways as possible-blog, newsletters, social networks,
etc...
It is intensively promoted online (banners, sponsored links, contextual,
etc...)
It is intensively discussed by internet users on blogs, online forums, chats
and social networks
None of the above
Romanian brands
1919
19
30%
10%7%
4% 4% 3% 3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Romanian brands most present on the internetTop 10 (spontaneous answers) When you think about Romanian brands most present on the internet, which brands come to your mind first?
Base: All respondents N=2400
Source: gemiusAdHoc, February 2010
Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the most presenton the internet Romanianbrands are: Domo, Borsec,Dorna, Rompetrol and Jolidon.
Emag (5th place) and Ejobs(9th place) are the only“online brands” in the Top10.
PLEASE NOTE– the result for Ejobs (*) is presented on the basis of the answers of onlythose respondents who saw the questionnaires displayed on the websites other than Ejobs(N= 753)
2020
20
33%
6% 5% 5% 5% 4% 4% 4% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Dacia Ursus Petrom Arctic BCR Murfatlar Borsec Poiana Rom CEC
Romanian popular brandsTop 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first?
Source: gemiusAdHoc, February 2010
Base: All respondents N=2400
Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the most popularRomanian brands are:Eugenia, Dorna, Napolact,Cotnari, Romtelecom, Altexand Dero.
2121
21
27%
7% 6% 5% 5% 5% 4% 4% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Dacia BCR Arctic Petrom Borsec Murfatlar Dorna CEC Napolact Ursus
Other brands, falling short ofthe TOP10, with 2% ofinternet users mentioningthem among the mosttrustworthy Romanian brandsare: Romtelecom, BRD,Jolidon, Poiana, Gerovital,Banca Transilvania, Tarom,Farmec and Rompetrol.
Romanian trustworthy brandsTop 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first?
Source: gemiusAdHoc, February 2010
Base: All respondents N=2400
Brands in product categories
Banks and insurance
2424
24
56%
43%41%
20%
11% 11% 10%8% 7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
25%22%
14%7%
3% 3% 3% 3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Unaided awareness– banks and insurance (top 10)Which bank and insurance brands are you familiar with or at least have heard of?
Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600)
Source: gemiusAdHoc, February 2010
TOP of MIND results:
(first spontaneous mention)
2525
25
95% 95%92% 92%
90% 90% 89%86% 86% 85% 84% 84%
80%
73%71%
61% 60%
0%
20%
40%
60%
80%
100%
Aided awareness – banks and insuranceWhich bank and insurance brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600)
2626
26
0,40
0,31 0,31
0,24 0,24 0,23 0,22
0,170,15 0,14 0,14
0,11 0,100,08 0,07 0,06 0,06
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Banks and insurance – Leading Brands Index
The Leading Brands Index forbanks and insurancecompanies reveals that ING ison the first place, followed byBCR and BRD.
The second group of brands,with compact Leading BrandsIndices readings is composedof Raiffeisen, Allianz-Tiriac,CEC and Banca Transilvania.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600)
2727
27
0,40
0,27 0,25
0,210,19 0,19
0,150,13 0,13 0,12 0,12 0,11 0,11 0,10 0,10 0,08
0,07
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Banks and insurance – Online Presence Index
There is a larger distancebetween ING and the rest ofthe brands in terms of onlinepresence, compared to leadingbrand index.
Also, the differences amongthe other brands are not sobig, when it comes to theonline presence index.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning banks/insurance was displayed (N=600)
Personal care/cosmetics
2929
29
30%27%
19% 18%
11% 11% 11%9%
8%6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Unaided awareness – Top 10 personal careWhich personal care/cosmetics brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
17%11% 8% 6% 6% 5% 4% 4% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%TOP of MIND results:
(first spontaneous mention)
Base: respondents to whom the block of questions concerning personal care products was displayed (N=600)
3030
30
95% 95% 93% 93% 93% 92% 91% 91% 91% 90% 89%85% 85%
79%75%
72%69%
0%
20%
40%
60%
80%
100%
Aided awareness – personal care/cosmeticsWhich personal care/cosmetics brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning personal care products was displayed (N=600)
3131
31
0,43 0,430,40 0,39 0,38
0,34 0,33 0,32
0,28 0,28 0,27 0,260,24 0,23
0,190,17
0,14
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Personal care/cosmetics – Leading Brands Index
Nivea and Gillette are seenas the two most successfulbrands in Personal Care.
The second group of brands iscomposed of Colgate, Doveand L‟Oreal.
The third group consists ofAvon, Blend-a-med and Vichy
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning personal care products was displayed (N=600)
3232
32
0,32
0,24 0,220,20 0,20 0,19 0,18
0,160,14 0,13 0,13 0,13 0,11 0,11 0,11 0,10
0,09
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Personal care/cosmetics – Online Presence Index
Avon is the personal carebrand most present online,with a significant advantagecompared to the other brands.
Oriflame and L‟Oreal are onthe 2nd and 3rd place in termsof online presence.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning personal care products was displayed (N=600)
Auto
3434
34
49%
30%27% 27%
24%22%
15%12%
7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Unaided awareness – auto (top 10)Which car brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
37%
10% 9% 7% 5% 4% 4% 4% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Base: respondents to whom the block of questions concerning cars was displayed (N=600)
3535
35
95% 94% 93% 93% 93% 93% 92% 92% 92% 92%90% 89% 88% 88% 87% 87% 86% 85% 84%
81%
0%
20%
40%
60%
80%
100%
Aided awareness – autoWhich of the following car brands given below are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning cars was displayed (N=600)
3636
36
0,54 0,53
0,47 0,46
0,300,29
0,27 0,26 0,260,23 0,22 0,21
0,170,15 0,15 0,14
0,11 0,11 0,10 0,09
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Auto – Leading Brands Index
Mercedes-Benz and BMW areseen as the top leading brandsin Auto category.
Audi and Volkswagen come inthe second group, at asignificant distance from therest of the brands.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning cars pro was displayed (N=600)
3737
37
0,340,32 0,31 0,30
0,29
0,230,22 0,21 0,21
0,19 0,18 0,180,16 0,16 0,15 0,15 0,15 0,14 0,14 0,13
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Auto – Online Presence Index
The difference in onlinepresence are not that big asthose in the leading index ofthe auto category.
BMW and Mercedes-Benz areon the first two places,followed closely by Dacia,Volkswagen and Audi.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning cars pro was displayed (N=600)
Telecommunications
3939
39
78%
74%
63%
23%
12%
3% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Unaided awareness –telecommunications Which telecommunications brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
40%
25%
11% 10%3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600)
4040
40
94% 93% 93% 92%88%
73%
0%
20%
40%
60%
80%
100%
Orange Romtelecom Vodafone Cosmote RDS-RCS UPC
Aided awareness –telecommunicationsWhich of the following telecommunications brands are you familiar with or at least have heard of?
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600)
4141
41
0,47 0,47
0,43
0,24 0,24
0,11
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Orange Vodafone Cosmote Romtelecom RDS-RCS UPC
Telecommunications – Leading Brands Index
Orange and Vodafone areseen as leaders of Telecom inRomania.
Cosmote follows close, whileRomtelecom and RDS-RCSwith the same indices readingsshare the 4th - 5th places.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600)
4242
42
0,520,49
0,37
0,210,19
0,13
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Orange Vodafone Cosmote Romtelecom RDS-RCS UPC
Telecommunications – Online Presence Index
The same brands which arethe most widely known andperceived as leading take thetop 3 places in online presenceranking. Their order is alsosimilar: Orange followed byVodafone and Cosmote.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the block of questions concerning telecommunications was displayed (N=600)
Appendix - correlations on indices
4444
44
0,61
0,56
0,47 0,47
0,00
0,10
0,20
0,30
0,40
0,50
0,60
0,70
0,80
Telecommunications Banks an insurances Personal Care Cars
Correlations between the brand’s
position in the ranking of leading brands and brand presence on the internet
To investigate whether abrand‟s online presenceinfluences the brand‟s positionin the ranking of a givencategory, correlations for eachproduct category werecalculated.
The higher the correlation fora given category, the moreonline presence is influentialon a brand‟s position in theranking for this category.Based on the correlations, itcan be observed that onlinepresence strongly influences abrand‟s position in the Telecomand Bank/Insurance rankings.
Source: gemiusAdHoc, February 2010
Base: respondents to whom the particular blocks of questions were displayed (N=600 for each category)
Demographic profile
4646
46
Age
48%52%
Male
Female
29%
36%
35% 18-24
25-34
35-45
Gender and age
Gender
Base: all respondents (N=2,400)
Source: gemiusAdHoc, February 2010
4747
47
Occupational statusPlease indicate your present occupational status.
Base: All respondents N=2,400
Source: gemiusAdHoc, February 2010
36%
14%
10%
9%
8%
5%
5%
2%
1%
11%
0% 20% 40% 60% 80% 100%
Employee with a university degree
Scholar, student
Unemployed
General Manager (executive) or middle manager
Qualified worker
I have my own company or work as an independent contractor
Homekeeper
Unqualified worker
Pensioner
Other
4848
48
Level of educationWhat is your level of education at the moment?
Base: All respondents N=2,400
Source: gemiusAdHoc, February 2010
1%4%
15%
3%
56%
21%
0%
20%
40%
60%
80%
100%
Primary Secondary vocational
Secondary education
Post-secondary vocational
High education Higher education
4949
49
Size of place of residenceand monthly income What is the population of your place of your residence? What is your monthly income?
Base: all respondents (N=2,400)
Monthly income
Size of place of residence
Source: gemiusAdHoc, February 2010
8% 10% 14%
33% 35%
0%
20%
40%
60%
80%
100%
14%8%
18%25%
9% 10%
0%
20%
40%
60%
80%
100%
5050
50
The frequency and duration of internet usageHow often do you use the internet How long have you been using the internet?
Base: all respondents (N=2,400)
Internet tenureFrequency of internet usage
Source: gemiusAdHoc, February 2010
68% 32%
every day less than every day
1% 2% 5%
25%
67%
0%
20%
40%
60%
80%
100%
Contact
GEMIUS RESEARCH SRL
"Business Center Vitan“
Str. Aniversarii, Nr. 41,
Modul 506, Sector 3, Bucuresti
Mobile: +40745202328
Please contact us for inquiries regarding the
position of your brand in the categories of this
study and/or for special analysis and
correlations including Top of Mind data for any
open question and usage data concerning any
brand in the research.