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Cea de-a sasea editie a topului celor mai populare branduri in mediul online romanesc, prezentat in exclusivitate la Digital Marketing Forum 2013 (www.digitalforum.ro)
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Leading Brands by Romanian Internet Users 2013 gemiusAdHoc
March 2013
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we support knowledge driven business decisions.com
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6th edition (2012, 2011, 2010, 2009, 2008) The results of the study are compared with the data obtained in 2012 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
About the study
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Research method
Data were gathered between 14th-29th January 2013. Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Europafm.ro and Trilulilu.ro.
Target group of the study are Romanian internet users aged 18-45. The final sample (N) consists of 2359 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.
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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. Leading Brands and Online Presence Indices • values range between 0 and 1 • created on the basis of the most important features indicated by users
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Leading Brands features / Online Presence features
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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.
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
§ High quality products or services is the most important attribute when evaluating a brand’s success.
§ It seems that being widely known has s i gn i f i can t l y decreased in importance as compared to one year ago.
§ Having innovative products or services has become more important than in 2012.
64%
33%
31%
23%
25%
6%
1%
67%
38%
29%
21%
20%
6%
1%
0% 20% 40% 60% 80% 100%
It has high quality products
It is widely known
It has products that sell very well
It differenNates from the rest of the brands
Its product/services are innovaNve
It has a lot of fans
None of the above
2013
2012
88
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Brand’s online presence features Which 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.
§ The ranking used to d e t e r m i n e t h e o n l i n e presence index changed in 2013 – the online image is slightly more important this y e a r t h a n t h e o n l i n e communication of a brand.
§ Having the possibility of buying products via the internet has become more important than in 2012.
44%
36%
29%
31%
24%
15%
3%
43.0%
34.6%
28.8%
28.4%
38.0%
16.5%
2.7%
0% 20% 40% 60% 80% 100%
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, newsleWers, 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 2013 2012
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
Romanian brands
1010
10
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?
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
23.1%
12.9% 12.5%
7.4% 6.3%
4.9% 4.6% 4.5% 4.5%
0%
5%
10%
15%
20%
25%
30%
35%
Dacia Borsec eMag Ursus Dorna Gerovital (Ana Aslan)
BCR Farmec Ciocolata cu Rom
2013 2012
1111
11
Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first?
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
25.8%
14.0%
8.3% 8.3% 6.8% 6.3%
5.2% 5.1% 4.9% 4.9%
0%
5%
10%
15%
20%
25%
30%
35%
Dacia Borsec Ursus Ciocolata cu Rom
Napolact Dorna eMag Farmec Gerovital (Ana Aslan)
ArcNc
2013 2012
1212
12
Romanian trustworthy brands Top 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first?
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
22.0%
14.1%
6.9% 6.9% 6.5% 6.4% 5.8% 4.9% 4.8% 4.3%
0%
5%
10%
15%
20%
25%
30%
35%
Dacia Borsec Gerovital (Ana Aslan)
Napolact Dorna eMag Farmec ArcNc Ursus BCR
2013 2012
Banks and Insurance
1414
14
Unaided awareness Top10 Banks & Insurance Which bank and insurance brands have you heard of?
Base: respondents to whom the block of quesNons about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
56.1%
37.6% 33.8%
25.4%
14.6% 12.0% 10.5% 9.7% 9.6%
7.7%
BCR BRD ING Banca Transilvania
Raiffeisen Asirom Unicredit-‐Tiriac Allianz-‐Tiriac Astra Omniasig
2013 2012
1515
15
Banks & Insurance – Leading Brands Index
Base: respondents to whom the block of quesNons about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2013
0.343
0.318
0.273
0.258
0.244
0.223
0.19
0.181
0.152
0.139
0.139
0.128
0.126
0.101
0.098
0.055
0.052
0.037
ING
BCR
BRD
Banca Transilvania
Raiffeisen
Allianz-‐Tiriac
CEC
Unicredit -‐Tiriac
Asirom
Generali
Omniasig
Astra
BancPost
Alpha Bank
Groupama
Aviva
Millenium
RBS
2013 2012
1616
16
Banks & Insurance – Online Presence Index
Base: respondents to whom the block of quesNons about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
0.343
0.318
0.273
0.258
0.244
0.223
0.19
0.181
0.152
0.139
0.139
0.128
0.126
0.101
0.098
0.055
0.052
0.037
ING
BCR
BRD
Banca Transilvania
Raiffeisen
Allianz-‐Tiriac
CEC
Unicredit -‐Tiriac
Asirom
Generali
Omniasig
Astra
BancPost
Alpha Bank
Groupama
Aviva
Millenium
RBS
2013 2012
Personal care/cosmetics
1818
18
Unaided awareness Top10 Personal Care Which personal care/cosmetics brands have you heard of?
Base: respondents to whom the block of quesNons about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2012
38.8%
27.7%
21.2% 19.0%
16.3% 13.7% 13.2%
10.0% 8.5% 7.2%
Nivea Gerovital / Aslavital / Ana
Aslan
Avon Farmec Dove L`Oreal Oriflame Elmiplant Garnier GilleWe
2013 2012
1919
19
Personal Care – Leading Brands Index
Base: respondents to whom the block of quesNons about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
0.441
0.440
0.414
0.388
0.358
0.331
0.303
0.290
0.275
0.267
0.263
0.244
0.223
0.219
0.209
0.202
0.184
0.179
0.169
0.113
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800
Nivea
Dove
GilleWe
Colgate
L`Oreal
Vichy
Avon
Blend-‐a-‐med
Garnier
Gerovital
Rexona
Oriflame
Palmolive
Farmec
Yves Rocher
Maxfactor
Head&Shoulders
Elmiplant
Rimmel
Gerocossen
2013 2012
2020
20
Personal Care – Online Presence Index
Base: respondents to whom the block of quesNons about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
0.378
0.323
0.294
0.288
0.272
0.264
0.244
0.2
0.199
0.198
0.193
0.184
0.161
0.157
0.152
0.15
0.145
0.137
0.118
0.083
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8
Avon
Oriflame
Nivea
GilleWe
L`Oreal
Dove
Colgate
Vichy
Garnier
Yves Rocher
Rexona
Blend-‐a-‐med
Palmolive
Gerovital
Head&Shoulders
Farmec
Maxfactor
Rimmel
Elmiplant
Gerocossen
2013 2012
Auto
2222
22
Unaided awareness Top10 Auto Which car brands are you familiar with or at least have heard of?
Base: respondents to whom the block of quesNons about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
60.2%
28.2%
24.0% 23.6% 19.9% 19.1%
15.3% 13.0%
8.3% 6.9%
Dacia BMW Audi Mercedes-‐Benz Renault Ford Volkswagen Opel Toyota Skoda
2013 2012
2323
23
Auto – Leading Brands Index
Base: respondents to whom the block of quesNons about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
0.535
0.507
0.440
0.417
0.258
0.257
0.241
0.240
0.238
0.213
0.199
0.177
0.165
0.154
0.138
0.133
0.114
0.102
0.101
0.099
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800
BMW Mercedes-‐Benz
Audi Volkswagen
Opel Volvo
Toyota Ford Dacia
Renault Skoda
Peugeot Honda Nissan
Hyundai Fiat
Chevrolet Kia
Citroen Seat
2013 2012
2424
24
Auto – Online Presence Index
Base: respondents to whom the block of quesNons about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
0.391
0.349
0.334
0.306
0.305
0.243
0.241
0.240
0.215
0.214
0.206
0.188
0.178
0.171
0.169
0.164
0.157
0.146
0.144
0.139
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.800
BMW Mercedes-‐Benz
Audi Volkswagen
Dacia Opel
Renault Ford
Skoda Toyota
Peugeot Volvo
Hyundai Fiat
Nissan Chevrolet
Honda Seat
Citroen Kia
2013 2012
Telecommunications
2626
26
Unaided awareness Telecommunication Which telecommunication brands have you heard of?
Base: respondents to whom the block of quesNons about telecommunicaNon was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
74.7%
70.3%
62.8%
35.2%
9.8%
1.6% 3.2%
73.3% 72.4%
60.3%
30.0%
9.0%
1.8% 1.6%
Vodafone Orange Cosmote Romtelecom RDS-‐RCS UPC Digi
2013 2012
2727
27
Telecommunication – Leading Brands Index
Base: respondents to whom the block of quesNons about telecommunicaNon was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
0.461
0.454
0.441
0.243
0.222
0.136
Vodafone
Cosmote
Orange
RDS-‐RCS
Romtelecom
UPC
2013 2012
2828
28
Telecommunication – Online Presence Index
Base: respondents to whom the block of quesNons about telecommunicaNon was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
0.543
0.529
0.474
0.291
0.225
0.191
Orange
Vodafone
Cosmote
Romtelecom
RDS-‐RCS
UPC
2013 2012
Catalin Emilian, Country Manager Romania & Moldova [email protected] www.gemius.com www.facebook.com/Gemius.Romania @GemiusRomania