leading brands by romanian internet users 2013 gemiusadhoc
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Leading Brands by Romanian Internet Users 2013 gemiusAdHoc. March 2013. we support knowledge driven business decisions .com. About the study. 6 th edition (2012, 2011 , 2010, 2009, 2008) - PowerPoint PPT PresentationTRANSCRIPT
Leading Brandsby 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 characteristics2. 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 respondentsIn 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 featuresWhich 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 significantly decreased in importance as compared to one year ago.
Having innovative products or services has become more important than in 2012.
It has high quality products
It is widely known
It has products that sell very well
It differentiates from the rest of the brands
Its product/services are innovative
It has a lot of fans
None of the above
0% 20% 40% 60% 80% 100%
64%
33%
31%
23%
25%
6%
1%
67%
38%
29%
21%
20%
6%
1%
2012
2013
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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.
The ranking used to determine the online presence index changed in 2013 – the online image is slightly more important this year than the online communication of a brand.
Having the possibility of buying products via the internet has become more important than in 2012.
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, newsletters, 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
0% 20% 40% 60% 80% 100%
44%
36%
29%
31%
24%
15%
3%
43.0%
34.6%
28.8%
28.4%
38.0%
16.5%
2.7% 2012 2013
Base: All respondents 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
Romanian brands
1010
10
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 2012 N=2057; 2013 N= 2359 Source: gemiusAdHoc, March 2013
Dacia Borsec eMag Ursus Dorna Gerovital (Ana Aslan)
BCR Farmec Ciocolata cu Rom
-5%
0%
5%
10%
15%
20%
25%
30%
35%
23.1%
12.9% 12.5%
7.4%6.3%
4.9% 4.6% 4.5% 4.5%
2013 2012
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Romanian popular brandsTop 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
Dacia Borsec Ursus Ciocolata cu Rom
Napolact Dorna eMag Farmec Gerovital (Ana Aslan)
Arctic
-5%
0%
5%
10%
15%
20%
25%
30%
35%
25.8%
14.0%
8.3% 8.3%6.8% 6.3%
5.2% 5.1% 4.9% 4.9%
2013 2012
1212
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Romanian trustworthy brandsTop 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
Dacia Borsec Gerovital (Ana Aslan)
Napolact Dorna eMag Farmec Arctic Ursus BCR
-5%
0%
5%
10%
15%
20%
25%
30%
35%
22.0%
14.1%
6.9% 6.9% 6.5% 6.4% 5.8%4.9% 4.8% 4.3%
2013 2012
Banks and Insurance
1414
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Unaided awareness Top10 Banks & Insurance Which bank and insurance brands have you heard of?
Base: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
BCR BRD ING Banca Tran-silvania
Raiffeisen Asirom Unicredit-Tiriac
Allianz-Tiriac Astra Omniasig
56.1%
37.6%
33.8%
25.4%
14.6%12.0%
10.5% 9.7% 9.6%7.7%
2013 2012
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Banks & Insurance – Leading Brands Index
Base: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2013
ING
BCR
BRD
Banca Transilvania
Raiffeisen
Allianz-Tiriac
CEC
Unicredit -Tiriac
Asirom
Generali
Omniasig
Astra
BancPost
Alpha Bank
Groupama
Aviva
Millenium
RBS
0.343
0.318000000000001
0.273
0.258
0.244
0.223
0.19
0.181
0.152
0.139
0.139
0.128
0.126
0.101
0.0980000000000002
0.055
0.052
0.037
2012 2013
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Banks & Insurance – Online Presence Index
Base: respondents to whom the block of questions about banks/insurance was displayed (2013 N=573) Source: gemiusAdHoc, March 2012
ING
BCR
BRD
Banca Transilvania
Raiffeisen
Allianz-Tiriac
CEC
Unicredit -Tiriac
Asirom
Generali
Omniasig
Astra
BancPost
Alpha Bank
Groupama
Aviva
Millenium
RBS
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
0.0980000000000002
0.055
0.052
0.037
2012 2013
Personal care/cosmetics
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Unaided awareness Top10 Personal CareWhich personal care/cosmetics brands have you heard of?
Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2012
Nivea Gerovital / Aslavital / Ana
Aslan
Avon Farmec Dove L`Oreal Oriflame Elmiplant Garnier Gillette
38.8%
27.7%
21.2%19.0%
16.3%13.7% 13.2%
10.0% 8.5% 7.2%
2013 2012
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Personal Care – Leading Brands Index
Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
Nivea
Dove
Gillette
Colgate
L`Oreal
Vichy
Avon
Blend-a-med
Garnier
Gerovital
Rexona
Oriflame
Palmolive
Farmec
Yves Rocher
Maxfactor
Head&Shoulders
Elmiplant
Rimmel
Gerocossen
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.8000.441
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
2012 2013
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Personal Care – Online Presence Index
Base: respondents to whom the block of questions about personal care was displayed (2013 N=600) Source: gemiusAdHoc, March 2013
Avon
Oriflame
Nivea
Gillette
L`Oreal
Dove
Colgate
Vichy
Garnier
Yves Rocher
Rexona
Blend-a-med
Palmolive
Gerovital
Head&Shoulders
Farmec
Maxfactor
Rimmel
Elmiplant
Gerocossen
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.80.378
0.323000000000001
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
0.0830000000000001
2012 2013
Auto
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Unaided awareness Top10 Auto Which car brands are you familiar with or at least have heard of?
Base: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
Dacia BMW Audi Mercedes-Benz
Renault Ford Volkswagen Opel Toyota Skoda
60.2%
28.2%
24.0% 23.6%19.9% 19.1%
15.3%13.0%
8.3% 6.9%
2013 2012
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Auto – Leading Brands Index
Base: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
BMWMercedes-Benz
AudiVolkswagen
OpelVolvo
ToyotaFord
DaciaRenault
SkodaPeugeot
HondaNissan
HyundaiFiat
ChevroletKia
CitroenSeat
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.8000.535
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
2012 2013
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Auto – Online Presence Index
Base: respondents to whom the block of questions about auto was displayed (2013 N=586) Source: gemiusAdHoc ,March 2013
BMWMercedes-Benz
AudiVolkswagen
DaciaOpel
RenaultFord
SkodaToyota
PeugeotVolvo
HyundaiFiat
NissanChevrolet
HondaSeat
CitroenKia
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700 0.8000.391
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
2012 2013
Telecommunications
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Unaided awareness TelecommunicationWhich telecommunication brands have you heard of?
Base: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
Vodafone Orange Cosmote Romtelecom RDS-RCS UPC Digi
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%
2013 2012
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Telecommunication – Leading Brands Index
Base: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
Vodafone
Cosmote
Orange
RDS-RCS
Romtelecom
UPC
0.461
0.454
0.441
0.243
0.222
0.136
2012 2013
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Telecommunication – Online Presence Index
Base: respondents to whom the block of questions about telecommunication was displayed (2013 N=600) Source: gemiusAdHoc,March 2013
Orange
Vodafone
Cosmote
Romtelecom
RDS-RCS
UPC
0.543
0.529
0.474
0.291
0.225
0.191
2012 2013
