Online Leading Brands 2012
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Cea de-a V-a editie a studiului despre brandurile de pe piata romaneasca, asa cum sunt vazute de utilizatorii de Internet.
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Online Leading Brands 2012
- 1. Leading Brands by Romanian Internet Users 2012 gemiusAdHoc February 2012
- 2. About the study 5th edition (2011, 2010, 2009, 2008) The results of the study are compared with the data obtained in 2011 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 2 2 perceived by the Romanian internet users finding out which are the most online present brands, in 2 Romanian internet users opinion
- 3. Research method Data were gathered between 13th-30th January 2012. Invitations to take part in the survey were displayed on sites: eJobs.ro, Imedia, Rol.ro, Tpu.ro and Trilulilu.ro. Target group of the study are Romanian internet users aged 18-45. The final sample (N) consists of 2057 questionnaires completed by Romanian internet users aged 18-45. Results of the study were presented with the use of an analytical 3 3 weight, based on data concerning structure of the online population in terms of gender and age of internet users. The structural data was taken from the Omnibus study provided by 3 Mercury Research.
- 4. 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. 4 4 Leading Brands and Online Presence Indices • values range between 0 and 1 4 • created on the basis of the most important features indicated by users
- 5. 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. 0% 20% 40% 60% 80% 100% 66% It has high quality products 66,9% 37% High quality of products or It is widely known 38,0% services and being widely known are the two most 32% important attributes when It has products that sell very well evaluating a brand’s success. 28,9% It seems that having products 23% that sell very well has It differentiates from the rest of the brands decreased in importance as 21,0% compared to one year ago. 20% Having a lot of fans is on the Its product/services are innovative last place, but more users 20,2% than in 2011 think this is a 5 5 key feature of a leading brand. 5% It has a lot of fans 6,4% 2011 5 2% None of the above 2012 1,1% Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012
- 6. 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. 0% 20% 40% 60% 80% 100% Necessary data about its products/services and contact are 42% available online 43,3% Its online image [website, banners, design, graphics] is 41% The ranking used to seamless and constantly improving 34,6% determine the online presence index changed in Communicates with its clients online through as many 26% 2012 – the online ways as possible- blog, newsletters, social networks, etc... communication it’s slightly 28,8% more important this year than selling the products 31% online. Its products can be bought via the internet 28,4% Displaying a seamless online image has decreased It is intensively promoted online (banners, sponsored links, 25% in importance. contextual) 24,5% Being discussed on blogs, 6 6 forums and social networks It is intensively discussed by internauts on blogs, online 14% has increased compared to forums, chats and social networks 16,5% the 2011 readings. 2011 6 3% None of the above 2,7% 2012 Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012 Source: gemiusAdHoc, February 2012
- 7. 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? 35% 30% 26% 25% 20% 15% 11% 10% 2011 10% 7 7 7% 2012 7% 6% 5% 5% 4% 3% 3% 7 0% Dacia Borsec eMag BCR Ursus ProTV Dorna Petrom Romtelcom Ciocolata cu Rom Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012
- 8. Romanian popular brands Top 10 (spontaneous answers) When you think about popular Romanian brands, which brands come to your mind first? 35% 30% 27% 25% 20% 15% 13% 10% 2011 8 8 10% 2012 6% 5% 4% 5% 4% 4% 4% 4% 8 0% Dacia Borsec Ursus Ciocolata cu ProTV eMag Arctic Napolact Timisoreana Poiana Rom Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012
- 9. Romanian trustworthy brands Top 10 (spontaneous answers) When you think about trustworthy Romanian brands, which brands come to your mind first? 35% 30% 25% 22% 20% 15% 14% 2011 9 9 10% 7% 2012 6% 6% 6% 6% 5% 5% 4% 4% 9 0% Dacia Borsec Ursus Dorna BCR eMag Gerovital ProTV Napolact Poiana (Ana Aslan) Base: All respondents 2011 N=2337, 2012 N=2057 Source: gemiusAdHoc, February 2012
- 10. Banks & Insurance – Leading Brands Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 ING ,339 BRD ,304 BCR ,296 Raiffeisen ,234 Allianz-Tiriac ,224 Banca Transilvania ,214 CEC ,187 Unicredit -Tiriac ,157 Asirom ,139 Generali ,131 Astra ,130 Omniasig ,122 BancPost ,109 1 1 Ardaf ,092 0 0 Alpha Bank ,086 Groupama ,081 Millenium 2011 ,073 10 RBS 2012 ,046 Aviva ,042 AIG ,018 Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012
- 11. Banks & Insurance – Online Presence Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 ING ,325 BCR ,252 BRD ,248 Raiffeisen ,208 Banca Transilvania ,176 Allianz-Tiriac ,174 Unicredit -Tiriac ,138 Omniasig ,132 Astra ,124 Asirom ,119 BancPost ,112 CEC ,107 Generali ,101 1 1 Millenium ,092 1 1 Ardaf ,087 Groupama ,084 2011 Alpha Bank ,083 11 RBS ,040 2012 Aviva ,036 AIG ,018 Base: respondents to whom the block of questions about banks/insurance was displayed (N=529) Source: gemiusAdHoc, February 2012
- 12. Personal Care – Leading Brands Index 0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800 Gillette 0,399 Dove 0,390 Nivea 0,387 L`Oreal 0,349 Colgate 0,345 Avon 0,323 Vichy 0,269 Rexona 0,267 Blend-a-med 0,252 Gerovital 0,244 Garnier 0,238 Oriflame 0,229 Palmolive 0,218 1 1 Yves Rocher 0,202 2 2 Farmec 0,182 Maxfactor 0,169 2011 Head&Shoulders 0,166 12 Rimmel 0,159 2012 Elmiplant 0,139 Gerocossen 0,097 Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012
- 13. Personal Care – Online Presence Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 Avon 0,353 Oriflame 0,277 Gillette 0,250 Dove 0,243 Nivea 0,242 L`Oreal 0,236 Colgate 0,232 Vichy 0,195 Rexona 0,178 Blend-a-med 0,174 Yves Rocher 0,169 Garnier 0,169 Palmolive 0,159 1 1 Gerovital 0,153 3 3 Rimmel 0,132 Maxfactor 0,129 Head&Shoulders 2011 0,124 13 Farmec 0,124 2012 Elmiplant 0,119 Gerocossen 0,090 Base: respondents to whom the block of questions about personal care was displayed (N=522) Source: gemiusAdHoc, February 2012
- 14. Auto – Leading Brands Index 0,000 0,100 0,200 0,300 0,400 0,500 0,600 0,700 0,800 BMW 0,533 Mercedes-Benz 0,518 Audi 0,441 Volkswagen 0,384 Dacia 0,268 Ford 0,247 Skoda 0,234 Volvo 0,234 Toyota 0,232 Opel 0,217 Renault 0,175 Peugeot 0,169 Nissan 0,161 1 1 Honda 0,147 4 4 Hyundai 0,141 Citroen 0,127 Fiat 2011 0,124 14 Chevrolet 0,115 2012 Seat 0,114 Kia 0,098 Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012
- 15. Auto – Online Presence Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 Mercedes-Benz 0,349 BMW 0,333 Dacia 0,324 Volkswagen 0,281 Audi 0,267 Skoda 0,197 Opel 0,195 Ford 0,190 Renault 0,179 Toyota 0,173 Peugeot 0,152 Volvo 0,149 Nissan 0,147 1 1 Chevrolet 0,146 5 5 Citroen 0,146 Fiat 0,144 Hyundai 2011 0,141 15 Honda 0,128 2012 Seat 0,127 Kia 0,118 Base: respondents to whom the block of questions about auto was displayed (N=499) Source: gemiusAdHoc, February 2012
- 16. Telecommunication – Leading Brands Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 Orange 0,461 Vodafone 0,439 Cosmote 0,436 RDS-RCS 0,279 1 1 6 6 Romtelecom 0,255 2011 16 2012 UPC 0,135 Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012
- 17. Telecommunication – Online Presence Index ,000 ,100 ,200 ,300 ,400 ,500 ,600 ,700 ,800 Vodafone 0,545 Orange 0,513 Cosmote 0,422 Romtelecom 0,280 1 1 7 7 RDS-RCS 0,259 2011 17 2012 UPC 0,173 Base: respondents to whom the block of questions about telecommunication was displayed (N=507) Source: gemiusAdHoc, February 2012
- 18. Va Multumesc ! Catalin Emilian, Country Manager Romania & Moldova GEMIUS RESEARCH SRL Str. Cezar Bolliac Nr. 8, Ap.6 Sector 3, Bucuresti Phone: +40213233523 contact@gemius.ro