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Research methodology

1. organizing a round table with marketers from different companies in order to better understand their needs in relation to the youth segments

2. qualitative phase: 6 in-depth interviews and 8 focus groups (in Bucharest, Cluj and Iasi) with teachers, students, specialists in psychology and sociology

3. quantitative phase: structured questionnaire applied to a sample of 900 14-21 y.o. from urban areas

Estimated total workload: over 1,100 hours

Approached subjects

Youth and education Socio-humanistic dimensions Youth as a marketing focus Global trends Segmentation Lifestyle Sport Music Movies Services (Food; Personal care; Fashion; Electronics; Services) Shopping Internet Friendship and relationships Youth in a social context Success

Premises

For every company that made it through 2011, it's clear that the young represent

a very severe audience.

Rightly understood, they can become a part of the brand's life, getting involved

in its shaping.

Global trends

Fragmentation, complexity and cultural acceptance define this generation

The social networks change the meaning of socialization

The two ends of the communication process get mixed up

Success has no recipe, but it is nowadays easier to plan

The young are increasingly present in the public eye

The geographical mobility defines the lifestyle

The "young" subject is hot on a global scale

New professional perspectives arise

Urban development

Business models are being redrawn

Youth – worldwide and in Romania

Young

Numerous

Massive communicators

Financial resources

Trend setters

Socially prone Always on the move

Important role in

acquisitions

Inclined to bond

with brands

"from marketing to youth to marketing with youth"

The study is based on social and marketing research, which connects young people, business people

and marketers.

A flow of specific and tailored to the actual business environment information, which offers

an extensive perspective regarding the young people and the most important aspects of their life to the marketers.

Young urban Romanians demographic profile A

ge

14 yo – 9%

15 yo – 9%

16 yo – 10%

17 yo – 10%

18 yo – 15%

19 yo – 15%

20 yo – 15%

21 yo – 16%

Occ

up

atio

n

Pupil – 51,5%

University student – 28%

University student (more than one faculty) – 2%

Pupil / student & employee – 6%

Employee – 6%

No occupation – 1%

Unemployed – 4%

Freelancer – 2%

14 to 21 y.o. numbers in terms of residence area (2000 - 2010)

This population constantly decreased during 2000 and 2010

There has been a sharper decrease of 14-21 y.o. in the urban area

School student numbers trends (2000 – 2010)

The school population decreased constantly between 2000-2010

There has been a sharp increase of students in higher education until 2007, which then decreased up to 2010

So…

Young people are effervescent, and our report as well.

Which subjects are you going to read about?

School, friends, lifestyle, values, sports, music, film, food, personal care, fashion, electronics, mobile telephony, banking, tourism,

shopping and the Internet.

As a marketer, you can't miss it!

We are more than delighted to share our findings with you.

Lifestyle

The internet and school are to be found first among all the activities.

TV remains on top, but loses ground compared with the internet .

More and more teenagers participate in social responsibility activities organized by NGOs or brands.

Sports

Youngsters practice several sports, rather as a hobby than for achieving performance.

Interesting differences appear between practicing a certain sport and enjoying watching sport competitions on TV or online.

Biking has become more than just a trend and winter sports mainly cumulated incidence below 10%.

Music

Their preference goes more to different music genres and not so much to particular artists.

However, the youngsters admire singers rather than bands.

The situation is more favorable to Romanian artists, in comparison to the foreign music artists or bands.

Film

Movies are better seen on the computer, and among those preferred by young people are the old Romanian ones.

Most of their favorite actors are international, and, on a local flavor, those who play in soap operas.

Food

The young would rather go for the tasty choice, and not for the healthy one, but the eco-products are starting to become more and more relevant for certain segments.

Girls, more than boys, pay attention on the purchase of food.

Among their favorites: chewing gum, chocolate, chips, pasta, ice cream, pizza.

Still soft drinks category is highly competitive, with a detached leading brand and other five competing brands with fragile-off differences between them.

Personal care

Personal care gains in relevance with age.

Cosmetic products are not purchased

from specialized units, as a large number of teens buy them from distributors

or even online.

More than half of young people have their own favorite brands to whom they are loyal

Fashion

Young people go shopping in malls, as well as in hypermarkets or at the markets.

They are usually accompanied by friends, in more than 50%

The endorsement is given by the presence of the brand and not necessarily by the higher price.

The vast majority are very concerned about their image.

Boys are more reluctant in general to buy from second-hand than girls.

Electronics

The most popular gadget is the phone, almost all young people own one, with multi-tasking activities.

The computer is now a home cinema system and a multitasking tool for the young: Internet browsing, homework, listening to music, watching movies, playing video games. In most cases, young people choose the product and the brand, even if they are purchased from someone else's money.

Mobile services

Youngsters prefer pre-pay telephone services and Nokia phones.

They use mostly written messages, but mobile Internet usage is gaining field.

Social networks are the favorite destination when using mobile access.

There is a significant gap between preference and utilization for iPhone, which reveals the aspirational character of this brand to the young segment.

Banking

Girls are more likely to use banking services.

Teens are starting to use debit cards and online banking services.

Tourism

Most of the youngsters enjoy the seaside,

but rather go to the mountains, due to

a better infrastructure.

The most attractive place in Romania is Brasov.

They enjoy to visit other countries, either in organized tours for concerts or in holiday camps.

A significant number are using the Internet to plan vacations.

Shopping

Young people have their own resources which they spend in acquiring the following

Regarding the purchases made with the family, they begin to influence increasingly the available spending budgets.

Almost two thirds of young people believe that the Romanian products are of a good quality.

Internet

The youngsters use the internet daily, depending on the needs and the free time they have at their disposal.

The most used applications are the messaging and social networking type.

The main attraction of social networks does not seem to be, though, meeting new people or friends of friends.

Friends and relationships

More traditional than it would appear, young people welcome the idea of marriage, without rejecting the sexual initiation

before that although.

In big cities, especially in Transylvania, the family roles are perceived as being less strict.

The young in the social context

Most youngsters admit that their relationship with their parents is under the pressure, but operational.

They agree that older generations fail to understand them.

For young people, material wealth is more important than the spiritual one.

Success

1 of 2 young people would leave the country in hope of a higher earning.

Entrepreneurial trends are relatively low.

The young believe that the most important

things in life are:

Portrait of the urban youth

In terms of attitude, about one out of three adolescents options change significantly and systematically with age. Personality changes are so much more common than those concerning the consumer behavior.

The daily life behavior revolves around the Internet, but the life of teenagers did not moved to the virtual world, like we are sometimes

tempted to believe.

Religion is not disappearing for this generation, but it increases in significance, reaching even to be considered almost on par with science, upon giving an explanation about the world and life in general.

After turning 18, almost half of them work.

Portrait of the urban youth

For most of them, the most important thing in life is represented by money, as the special attention for personal image attracts substantial expenditure in various categories of consumers.

Teenagers have an important saying in the family decisions, especially in terms of objects / services too sophisticated for their parents (electronics)

Cultivating one's self, although the most personal of all activities, seems to be also a generational value in the full swing, thus aligning the post-modern trends.

Brands are, at a larger extent, more of a voucher of quality than the premium price.

One question now

How many young people do you think do not usually get involved in household decisions?

Could it be 5 out of 10?

Or maybe 3 out of 10?

Well…

It’s just 1 out of 10!

This is to show you that

These 90s babies are not as easy to comprehend as one might expect.

But with the right data, they become the most useful tool to a marketing campaign, for present and future products & services.

So, what to avoid when communicating with young people and what to expect when trying to define them?

Discover all this information and much more thanks to Young in Romania. Urban marketing profile.

Young in Romania. Urban marketing profile

A research study powered by SMARK Research and

conducted by

Reseach.SMARK.ro/Tanarul_in_Romania

Contact

Fax: 021 232 73 92 Phone: 021 232 73 79 office@youthmonitor.ro

Radu Bogdan

Mobile: 0723 250 192E-mail: radu@youthmonitor.ro

Cosmin Nae

Mobile: 0722 621 044E-mail: cosmin@youthmonitor.ro