ey_utilization of mobile devices in romania_all

Utilization of mobile devices in Romania

EY Romania, 2015 edition

About the survey “Utilization of mobile devices in Romania”

1 2 3 4 5


Main report’s sections:

Types of content used

on mobile devices

Frequency of mobile

devices utilization

Secured utilization of

mobile devices

Mobile devices and

the social media

Benefits of mobile

devices utilization

Digital mobility and connectivity are increasingly important

in our private life as well as in the business environment.

Based on the observable behaviors, we are noticing that

mobile consumers keep their mobile devices nearby, check

them out frequently, and often use multiple devices at

once. But how much time do they use them? What do they

actually click on? How many apps do they download?

What are the associated benefits of using mobile devices?

“Utilization of mobile devices in Romania” is a perception

survey aiming at finding out the answers to these

questions. For the purpose of this survey, by mobile

devices we understand a distinct category of non-computer

technology comprising smartphones, tablets, mobile

phones, phablets, smartwatches, fitness bracelets.

We are inviting you to read through the following pages,

uncover the results of this survey and identify the trends of

mobile devices utilization in Romania.

We used the CAWI (Computer Assisted Web Interviewing) method to conduct this survey on an age group sample relevant at national level.

The 1040 answers to the questionnaire were collected between 8 and 29 June 2015, from respondents living predominantly in the urban area, aged 18 to 55+ years old.

Top 7 findings of the survey “Utilization of mobile devices in Romania”

Top 7

findings

of the

survey

187% of respondents say they own a smartphone and 58% a tablet, only 28% of respondents say they still own a mobile phone

and very few have mobile devices such as phablet (5%), fitness bracelet (4%), or smart watch (4%).

66% of respondents say the interval between waking up and looking at their mobile devices is 30 minutes. For 29% of

respondents the morning routine starts with checking their device before having breakfast and sometimes even before

washing.

The growing need to stay connected is reflected not only in the first thing respondents do in the morning, but also in the

frequency they use their mobile devices throughout a day. 52% of respondents say they look at their mobile devices

between 11 and 50 times a day, while 22% look between 51 and over 200 times a day. The highest frequency of mobile

devices utilization – over 200 times in 24 hours – registers the age group of 25-35 years (41%). Based on the frequency

of mobile devices utilization, the second ranking age group is 45-55 years (26%).

37% of respondents watch 1 to 5 video contents/week, 21% watch over 15 video content/week, 19% watch between 6

and 10 video content, while only 14% of respondents do not watch a video content a week. Global studies estimate a y-

o-y growth of traffic video with 55% by 2020, driven by the streamline video services and the integration of more and

more video content in media and advertising environment.

Top 3 of the most used mobile devices in a day shows that 62% smartphone users, 23% mobile phone users and 18%

tablet users access these mobile devices for a cumulated period of time of between 2 and over 6 hours/day.

2

3

4

5

This survey is based on 1,040 answers received to a 33-questions questionnaire in the period between 8 and 29 June

2015 from respondents aged 18 to 55+ years old living predominantly in the urban area of 31 counties from Romania.

6

7

The utilization of a large number of applications is explained by the diverse categories they comprise. 66% of respondents

use business apps, 60% use photo & video apps, 46% each use music and entertainment apps The lowest percentages for

apps usage are for lifestyle (28%), health & fitness (25%) and sport (17%) categories.

Industries that offer respondents the best experience of accessing information on mobile devices are: media and entertainment (63%),

banking and financial services (52%), IT (47%) and telecommunications (36%). Industries such as construction and real estate (8%),

leasing and insurance, and oil & gas (3%) have room for improving the experience of information access via mobile devices.


Digital convergence irremediably affects not only the businesses in Western

economies, but it has an effect across all the industries and geographic

areas. This accelerated digital convergence prompts Romanian businesses

to take into account the changes it brings. That is why we intend to extract a

piece of the digital transformation puzzle and explore how the use of mobile

devices changes users’ behavior and cause many industries to adapt to the

new trends. We want thereby to facilitate the understanding of the new

behaviors and help businesses adapt to the new realities.

Bogdan Ion, Country Managing Partner, EY România

Utilization of mobile devicesin Romania

Context utilization of mobile devices in Romania

► Life on the Internet is intense: in 2014 were more than 3 billions active users, or 40% of the world population. In a minute there

were sent 127 mil. emails, 50.000 apps downloaded, and were registered 4,19 mil. searches on Google. Beyond all these global

statistics are local realities worthy to be researched. Analysis of data regarding non-computer mobile devices in Romania helps at

identifying the patterns of use derived from technology usage to access Internet.

► In Romania, a recent study released by NAMRC (National Authority for Management and Regulation in Communication of

Romania) shows that three quarters of users access virtual environment every day via mobile Internet. 15% of respondents use it

2-3 times a week. The frequency of daily use of mobile internet is slightly higher in urban (80%) areas than in rural (72%) areas.

The share of those using mobile internet anywhere, with no restriction, is higher than those who use mobile internet stick/USB

card. The latter use instead to a greater extend mobile internet at home.

Source: ANCOM Source: ANCOM


60%

36%

8%

6%

62%

30%

4%

4%

55%

38%

10%

7%

I do not use mobile internet

Yes, by mobile phone/smartphone

Yes, by USB stick for laptop/PC

Yes, by tablet

Total

(n=1469)

Rural

(n=386)

Urban

(n=1083)

100%

54% 53%

40% 38%

46%

34%

41%37%

13%12%

15%

6%4%5%

1-personhousehold

2-personhousehold

3-personhousehold

4-personhousehold

5-personhousehold

5 or more persons use mobile Internet 4 persons use mobile Internet

3 persons use mobile Internet 2 persons use mobile Internet

1 person uses mobile Internet

Utilization of mobile devicesin Romania

Section1 – Frequency of mobile devices

utilization

What mobile devices do you own? (multiple answers)

Question 1 – By type of mobile device

87% of respondents say they own a smartphone and 58% a tablet, only 28% of respondents say they still own a mobile phone and very few

have mobile devices such as phablet (5%), fitness bracelet (4%) or smartwatch (4%).

Total answers: 966

(Skipped this question: 74)

87%

58%

28%

5% 4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Smartphone Tablet Mobile phone Phablet(widescreensmartphone)

Fitness bracelet Smartwatch



Question 1 – By age of respondents

Of all the mobile devices related to the age group, the 55+ years old have the highest share of mobile phones (15%), those of 45-55 years old

have phablets (30%), those of 35-45 years old have smart watches (49%) and tablets (40%), respondents of 25-35 years old have fitness

bracelet while the respondents of 18-25 years old have the highest proportion smartphone.

Total answers: 966


7%

22%

32%

24%

15%

0% 10% 20% 30% 40%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Mobile phone

9%

27%

36%

21%

7%

0% 10% 20% 30% 40%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Smartphone

6%

23%

40%

23%

8%

0% 10% 20% 30% 40% 50%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Tablet

8%

14%

38%

30%

8%

0% 10% 20% 30% 40%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Phablet

5%

28%

37%

23%

7%

0% 10% 20% 30% 40%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Fitness bracelet

6%

14%

49%

26%

5%

0% 20% 40% 60%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Smart watch



Question 1 – By income level of respondents

Respondents with income of EUR 2000+ own phablets to the highest proportion (42%) and the least mobile phone (13%). Those with income

of EUR 1500-2000 own the highest percentage of smart watches (21%) and the least mobile phones (9%). The respondents with income of

EUR 501-1000 have the highest percentage of mobile phone (33%) and the least phablets (12%), while the respondents with an income of

EUR 250-500 have the most mobile phone and the least fitness bracelet (2%).

Total answers 966


28%

33%

17%

9%

13%

0% 20% 40%

250 Euro – 500 Euro


1000 Euro – 1500 Euro

1500 Euro – 2000 Euro

2000 + Euro

Mobile phone

21%

30%

17%

10%

22%

0% 20% 40%



1000 Euro – 1500 …

1500 Euro – 2000 …

2000 + Euro

Smartphone

16%

29%

18%

10%

27%

0% 20% 40%



1000 Euro – 1500 Euro

1500 Euro – 2000 Euro

2000 + Euro

Tablet

18%

12%

12%

16%

42%

0% 20% 40% 60%



1000 Euro – 1500 Euro

1500 Euro – 2000 Euro

2000 + Euro

Phablet

2%

26%

19%

12%

41%

0% 20% 40% 60%



1000 Euro – 1500 Euro

1500 Euro – 2000 Euro

2000 + Euro

Fitness bracelet

3%

21%

16%

21%

39%

0% 20% 40% 60%



1000 Euro – 1500 …

1500 Euro – 2000 …

2000 + Euro

Smart watch



Question 1 – By type of mobile device and income level

Linking income to the type of mobile devices owned by respondents of the survey shows that the most popular mobile devices by income

bracket are: fitness bracelet (42%) and phablets (42%) to EUR 2000+ income, smart watches (21%) and phablets (16%) to EUR 1500-2000,

fitness bracelet (18%) and smartphones (17%) to EUR 1000-1500 income, mobile phones (33%) and smartphones (31%) to EUR 501-1000

and mobile phones (28%) and smartphone s(21%) to EUR 250-500 income.

24%

13%

22%

28%

42%

42%

39%

17%

9%

10%

10%

16%

12%

21%

14%

17%

17%

18%

12%

18%

16%

24%

33%

31%

29%

12%

26%

21%

21%

28%

21%

15%

18%

2%

3%

0% 20% 40% 60% 80% 100%

Other

Mobile phone

Smartphone

Tablet

Phablet (widescreen smartphone)

Fitness bracelet

Smartwatch

2000 + Euro

1500 Euro – 2000 Euro

1000 Euro – 1500 Euro




Total answers 966


59% of respondents are willing to spend between 901 and 2000 RON for the purcahse of a mobile device. Taking into account the distribution

of responses, it indicates a preference for quality-oriented mobile devices, on a high price level.

What budget would you allocate for purchasing a mobile device? (single answer)

Question 2

Total answer: 914

(Skipped this question 126)

18%

13%

10%

13%

15%

11%

20%

0% 5% 10% 15% 20% 25%

100 - 500 RON

501 - 700 RON

701 - 900 RON

901 - 1100 RON

1101 - 1500 RON

1501 - 2000 RON

Over 2000 RON



Question 2 – Budget allocated by mobile device

Of the correlation of income with the type of mobile device purchased results that the largest amounts of money are earmarked for the

purchase of smartphones (44%) and tablets (33%) the respondents saying they would allocate over 2000 RON.

Total answers: 914


26%

19%

16%

16%

14%

9%

45%

51%

47%

49%

47%

46%

44%

26%

28%

34%

29%

34%

34%

33%

1%

2%

2%

5%

10%

2%

2%

1%

2%

3%

9%

2%

1%

3%

1%

3%

4%

0% 20% 40% 60% 80% 100%

100 - 500 RON

501 - 700 RON

701 - 900 RON

901 - 1100 RON

1101 - 1500 RON

1501 - 2000 RON

Over 2000 RON

Mobile phone

Smartphone

Tablet

Phablet (widescreensmartphone)

Fitness bracelet

Smartwatch



Question 2 – Budget allocated by income level

Depending on the income one is observed that those with EUR 501 și 1000 income have a wide range of options, contributing a significant

percentage to each price range (median of responses - 30% compared to the median - 21% of those having EUR 2000+ income).

Total answers: 914


5%

12%

17%

18%

17%

31%

45%

5%

9%

8%

11%

11%

15%

11%

16%

20%

21%

13%

23%

11%

17%

37%

38%

23%

36%

32%

26%

19%

37%

22%

31%

22%

17%

17%

8%

0% 20% 40% 60% 80% 100%

100 - 500 RON

501 - 700 RON

701 - 900 RON

901 - 1100 RON

1101 - 1500 RON

1501 - 2000 RON

Over 2000 RON

2000 + Euro

1500 Euro – 2000 Euro

1000 Euro – 1500 Euro




Sort in order the mobile devices based on the frequency of their use during the day (single answer)

Question 3 – Score relative to the weighted average of responses

Depending on the frequency use of mobile devices, respondents say that the most used are: smartphones, tablets and mobile phones.

Phablets, fitness bracelets and smart watches are lower in the frequency use of mobile devices due to the low share of mobile devices owned

and time on the market.

Total answer: 966


2.44

3.19

4.04

5.36

5.40

6.57

0 1 2 3 4 5 6 7

Smartwatch

Fitness bracelet

Phablet

Mobile phone

Tablet

Smartphone


66% of respondents say that the interval between waking up and looking at their mobile devices is 30 minutes. For 29% of respondents it

seems that their morning routine starts with checking their device before having breakfast and sometimes even before washing.

What is the time between waking up and looking at your mobile device? (excluding turning off your alarm) (one answer)

Question 4

Total question: 914


12%

17%18%

19%

16%

18%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Imediately Less than 5 minutes Less than 15minutes

Less than 30minutes

Less than 1 hour Over 1 hour


What is the time between waking up and looking at your mobile device? (excluding turning off your alarm) (one answer)

Question 4 – By age

Respondents aged 25-34 years old rate highest when using their mobile devices imediatelly they wake up (33%), followed by those aged 35-

44 years old (29%) and those aged 18-24 years old (19%). The least concerned about mobile device use in the morning are those aged 35-55

years (40%), those aged 45-54 years (26%) and those aged 25-34 years (21%) who use their mobile device over an hour after they wake up.

Total answers: 914


6%

7%

9%

10%

10%

10%

13%

23%

17%

23%

33%

26%

29%

35%

36%

34%

39%

40%

33%

24%

29%

26%

13%

21%

19%

11%

9%

7%

5%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Immediately

Less than 5 minutes

Less than 15 minutes

Less than 30 minutes

Less than 1 hours

Over 1 hour

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


The growing need to stay connected is reflected not only in the first thing respondents do in the morning, but also in the frequency they look at

their mobile devices throughout a day. 52% of respondents say they look at their mobile devices between 11 and 50 times a day, while 22%

look between 51 and over 200 times a day.

What is the frequency you look at your mobile device every day?(single answer)

Question 5

Total answers: 914

(Skipped question: 126)

15%

11%

26%

26%

14%

4%

4%

0% 5% 10% 15% 20% 25% 30%

Don't know

Less than 10 times

11 to 25 times

26 to 50 times

51 to 100 times

101 to 200 times

Over 200 times


Smartphones covers almost 50% of all brackets regarding the frequency of mobile device use, followed by tablets with an average of 30% and

mobile phones with an average of 14%.


Question 5 – By mobile device

Total answers: 914


16%

21%

17%

14%

10%

7%

12%

47%

47%

48%

45%

47%

49%

44%

31%

28%

29%

33%

33%

30%

32%

3%

2%

3%

3%

4%

1%

7%

2%

1%

2%

2%

4%

4%

2%

1%

1%

1%

3%

2%

9%

3%

0% 20% 40% 60% 80% 100%

Don't know

Less than 10 times

11 to 25 times

26 to 50 times

51 to 100 times

101 to 200 times

Over 200 times

Mobile phone

Smartphone

Tablet

Phablet (widescreen smartphone)

Fitness bracelet

Smartwatch




The highest frequency of mobile devices utilization – over 200 times in 24 hours – registers the age group of 25-35 years old (41%).

Based on the frequency of mobile devices utilization, the second highest age group is 45-55 years old (26%).

Total answers: 914


13%

12%

10%

8%

4%

3%

9%

20%

28%

28%

20%

18%

21%

26%

39%

38%

34%

36%

35%

44%

21%

20%

18%

22%

26%

31%

12%

41%

8%

4%

6%

10%

12%

20%

3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Don't know

Less than 10 times

11 to 25 times

26 to 50 times

51 to 100 times

101 to 200 times

Over 200 times

55+ years

45-54 years

35-44 years

25-34 years

18-24 years


In total how long do you use your mobile device every day?(single answer)

Question 6 – By mobile device

Top 3 of the most used mobile devices in a day shows that 62% smartphone users, 23% mobile phone users and 18% tablet users access

these mobile devices between 2 and over 6 hours/day.

Total answers 931


33%

26%

18%

12%

5%

6%

0% 20% 40%

Don't use

Less than one hour/day

1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Mobile phone

5%

8%

25%

26%

16%

20%

0% 20% 40%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Smartphone

24%

37%

21%

13%

3%

2%

0% 20% 40%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Tablet

78%

12%

3%

4%

1%

2%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Phablet

82%

14%

2%

1%

1%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Smartwatch

82%

12%

2%

4%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Fitness bracelet



Section 2 – Types of content accessed

on mobile devices

What do you use your mobile device for?(multiple answers)

Question 7

Research results shows that in addition to the 98% of respondents who use mobile devices for making calls, 91% use them for email access,

89% for sending messages and 89% for searching the internet, 86% for phone camera. Only 34% of the respondents use their mobile devices

for shopping and 22% for dissemination of files.

Total answers: 966


3%

22%

34%

35%

38%

39%

49%

69%

69%

86%

89%

89%

91%

98%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

File dissemination

Shopping

Gaming

Newsletters

E-banking (homebank, banking payments, etc)

Entertainment (video content, movies, music, talk shows, sport events)

Social networkings (Facebook, LinkedIn, Google+, Twitter, Skype,…

Reading (articles, news, blogs, etc)

Photo / Video

Searching the Internet

Messaging

Email access

Calling



Question 7 – By age (a)

The anaysis by the age of respondents using mobile devices shows that the highest percentages occur for the age group of 35-45 years old,

more specifically as follows: calling - 35%, shopping - 37%, games - 39%, entertainment - 37%, searching internet - 36%, photo/camera - 36%.

Total answers: 966


9%

23%

35%

25%

8%

Calling

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

6%

16%

37%

30%

11%

Shopping

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

3%16%

39%

29%

13%

Gaming

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

4%14%

37%

32%

13%

Entertainment

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

8%

21%

36%

26%

9%

Browsing the Internet

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

8%

22%

36%

25%

9%

Photo/camera

55+ years

45-55 years

35-45 years

25-35 years

18-25 years



Question 7 – By age (b)

Further, it can be noticed that the most active age group is 35-45 years old, followed by 25-35 years old and then by 45-55 years old in all the

response option analyzed here: file dissemination, social networks, email access, sending messages, newsletters, articles reading, news, etc.

Total answers: 966


8%

23%

31%

24%

14%

Files dissemination

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

5%

16%

36%

31%

12%

Social networks

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

9%

21%

36%

25%

9%

Email access

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

9%

21%

35%

26%

9%

Sending messages

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

8%

19%

36%

27%

10%

Newsletters

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

7%

18%

36%

28%

11%

Reading

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


45% of mobile users make use of 8 to over10 apps, 21% use between 5 and 8 apps and 33% use between 1 and 5 apps.

How many apps do you use on your mobile device? (single answer)

Question 8

Total answers: 924


13%

20%21%

13%

32%

0%

5%

10%

15%

20%

25%

30%

35%

1-3 apps 3-5 apps 5-8 apps 8-10 apps Over 10 apps


How many apps do you use on your mobile device? (single answer)


Linking the age of respondents correlated with the number of apps used, the results show that those who use the most apps are between

35-45 years old, followed by those aged 25-35 years old and those aged 45-55 years old.

Total answers: 924


11%

23%

37%

21%

8%

8%

30%

35%

23%

4%

11%

28%

35%

18%

8%

4%

26%

34%

27%

9%

5%

12%

38%

29%

16%

0% 20% 40% 60% 80% 100%

18-25 years

25-35 years

35-45 years

45-55 years

55+ years

Over 10 apps

8-10 apps

5-8 apps

3-5 apps

1-3 apps


Utilization of the large number of apps is explained by the diversity thereof: 66% of respondents use business apps, 60% use photo & video

apps, 46% each use music and entertainment apps. The lowest usage percentages belong to the following apps: lifestyle (28%), health &

fitness (25%), and sports (17%).

What categories do the apps you use belong?(multiple answers)

Question 9

Total answers: 924


4%

17%

25%

28%

32%

37%

38%

40%

41%

44%

46%

46%

60%

66%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Sport

Health & Fitness

Lifestyle

Books

Games

Education

Travels

Finance

Utilities

Entertainment

Music

Photo & Video

Business




Of all the categories of apps, the age group of 55+ years old uses finance, business and sport apps the most and game (4%), lifestyle (3%),

health & fitness (3%) the least. Those aged 45-55 years old use the most frequently finance, business and travel apps, and the least frequently

game (15%) and health & fitness apps (15%).

Total answers: 924


4%15%

41%

28%

12%

Gaming

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

7%

18%

40%

24%

11%

Education

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

10%

25%

37%

22%

6%

Business

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

3%18%

32%

34%

13%

Lifestyle

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

5%

17%

34%

32%

12%

Entertainment

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

10%

25%

38%

21%

6%

Utilities

55+ years

45-55 years

35-45 years

25-35 years

18-25 years




Those aged 35-45 years old use most frequently games,education and travel apps, and least frequently music (31%) and lifestyle (32%) apps. Those

aged 25-35 years old use most frequently lifestyle, health & fitness, and entertainment apps, and least frequently business (22%) and travel (20%)

apps. Those aged 18-25 years old use the most lifestyle, music and entertainment apps, and the least utilities (6%), and business (6%) apps.

Total answers: 924


9%

25%

38%

20%

8%

Travelling

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

6%

23%

38%

25%

8%

Books

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

7%

22%

31%

28%

12%

Music

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

3%15%

37%

34%

11%

Health & fitness

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

10%

16%

34%

29%

11%

Sport

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

9%

22%

36%

25%

8%

Photo/camera

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


How many video content you watch on mobile devices every week? (single answer)

Question 10

37% of respondents watch 1 to 5 video content/week, 21% watch over 15 video content/week, 19% watch between 6 and 10 video content/week,

while only 14% of respondents do not watch zero video content/week. Global studies estimate a 55% y-o-y growth of the video traffic by 2020. The

growth will be driven by streaming services and integration of more and more video content in media and advertising environment.

Total answers: 966


14%

37%

19%

9%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

None 1-5 video contents 6-10 video contents 11-15 video contents Over 15 video contents


How many video content you watch on mobile devices every week? (single answer)


The most important video consumers are those aged 35-45 years old, of which 32% say they watch over 15 video content every week, followed by

the respondents aged 25-35 years old, of which 28% say they watch over 15 video content every week. As expected, the generation of 18-25 years

old watch more video content than those of 55+ years old, a large share of whom say they do not watch any video content .

Total answers 931


19%

7%

7%

6%

7%

38%

23%

16%

17%

18%

30%

38%

41%

29%

32%

9%

26%

27%

37%

28%

4%

6%

9%

11%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Age

None

1-5 video contents

6-10 video contents

11-15 video contents

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


What are the industries that provide you the best experience of digital information access on your mobile device? (multiple answers)

Question 11

Industries that offer the respondents the best experience of accesing information on mobile devices are: media & entertainment (63% ),

banking & financial services (52%), IT (47%), and telecomunications (36%) . Industries such as construction and real estate (8%), leasing &

insurance, and oil & gas (3%) have room for improvement when it comes to the experience of accessing information on mobile devices.

Total answers: 966


3%

4%

8%

13%

14%

15%

18%

28%

31%

36%

47%

52%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Oil & gas

Leasing & ensurance

Construction & Real Estate

Automotive

Power & Utilities

Transports

Professional services

Retail & Wholesale

Consumer products

Telecommunications

Tehnology and IT

Banking and financial services

Media & Entertainment



Section 3 – Mobile devices and social

media

46% of respondents say that they like/follow brands on social media from mobile device when they want to be up-to-date with the new

offerings, for quality content (33%), for quick access to information (14%), and only 7% for vouchers and discounts.

If you like or follow brands on social media using mobile device, why you do it? (single answer)

Question 12

Total answers: 817


7%

14%

33%

46%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

For vouchers and sales Quick access to information For quality content Stay up-to-date with thenovelties


The reasons why respondents do not like / follow brands on social media using mobile device are: the lack of quality content (73%), do not

want to be up-to-date with the new offerings (12%), they do not need quick access to information at that moment and they were not offered

vouchers and discounts(6%).

If you don’t like or follow brands on social media, why not do it?(single answer)

Question 13

Total answers: 803


73%

12%9%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

No quality content offered No interest in staying up-to-date with the novelties

No need to access informationquickly

No vouchers and sales offeredon social media


Respondents use vouchers or QR codes on mobile devices because of the following benefits: sales (35%), quick access to information (27%),

additional information (24%), and testing whether there are better purchase options.

If you are using scanning vouchers or QR codes, why you do it?(single answers)

Question 14

Total answers: 699


35%

27%

24%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

For sales Quick access to information Additional information Testing better purchaseoptions


Respondents do not use scanning vouchers or QR codes on their mobile devices because: they do not find additional information (36%), they

do not installed specific apps (36%), do not need quick access to information (18%) or they do not know how (10%).

If you do not use scanning vouchers or QR codes, why not do it?(single answer)

Question 15

Total answers: 776


36% 36%

18%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

No additional informationfound

No specific apps owned No need to access informationquickly

Don't know how


About mobile optimized websites: 60% of respondents consider they have a higher download and upload speeed, 51% say they provide a

easier way to identify informationi, 29% say they facilitate the increase the time spent on this type of websites, and 27% say the chances of

buying grow on this type of website.

Select all the statements you agree. Mobile optimized websites are: (multiple answers)

Question 16

Total answer: 901


10%

16%

18%

20%

27%

29%

51%

60%

0% 10% 20% 30% 40% 50% 60% 70%

More reliable

Not offering enough information

Don't know / realize if a mobile optimized website

If the website is not optimized, I choose different mobileoptimized website

Give you better chances to buy on this type of websites

Facilitating to spent more time on this type of websites

Offering an easy path to identify the information

Better at downloading and uploading speed


Utilization of mobile devicesRomania

Section 4 – Security and confidentiality of

mobile devices utilization

On a scale from 1 to 5 rate how important is for you the confidentiality when using the mobile device?(1 – not at all important – 5 extremely important) (single answer)

Question 17

For 60% of respondents confidentiality is extremely important, for 27% is very important and 10% is important. The amount of 97% of the

recorded values of those who consider privacy from “important” to “very important” is an indicator of the high level of trust the user wants in the

relationship with the online regarding the rules governing the confidentiality of data received and sent.

Total answers: 947


1% 2%

10%

27%

60%

0%

10%

20%

30%

40%

50%

60%

70%

Not at all important Somehow important Important Very important Extremely important


Regarding the security what concern you the most when using your mobile device? (multiple answers)

Question 18

When it comes to the confidentiality and security of data in using their mobile device, the respondents are most concerned by: the password to

their bank account (83%), security access code of bank card (80%), personal identification number (68%), content of email messages (67%).

The respondents are least concerned with: Internet searching engine confidentiality (21%), purchasing habits (19%) and political views/choices

(7%).

Total answers: 947


1%

7%

19%

21%

23%

26%

44%

50%

61%

64%

67%

68%

80%

83%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Others

Political views

Purchasing patterns

Browsing

Visited websites

Informations about friends

Business contacts

Text messages content

Personal localization

Phone conversations content

Email content messages

Personal identification number

Security access code of bank card

Password access to bank account


Do you accept cookies when surfing online through mobile device?(single answer)

Question 19

The percentage of the users who accept cookies when surfing online is sensibly equal to those who don’t accept: 49% vs. 51%. It can be then construed that

there are possible two types of users: 1. the “just browsing” user – for whom data collection is perceived as inflicting confidentiality, 2. the determined buyer”

user – who has an articulated need, does targeted searching , wants options and accepts data collection from pragmatic reasons.

Total answer: 947


51%49%No

Yes


The data security aspects that concern most the respondents when using mobile devices are in relation to: password to their bank account (83%), security

access code of bank card (80%). So, it results a cautious behavior regarding money transfer to another person (33%), in-store payment (20%).

Have you ever used your mobile devices to: (multiple answers)

Question 20

Total answers: 911


44%

1%

52%

33%

20%

0%

10%

20%

30%

40%

50%

60%

None of the above Other Check your bank account Transfer money Do in-store payments


The percentage of those willing to use a solution whereby to pay in-store using their mobile devices vs. those who do not want this or are

undecided is relatively balanced. It is noteworthy that 18% of respondents are open to this option irrespective of the amount while 34% would

seek a solution to pay in store using a mobile device just to pay a small amount of money.

Would you use a solution whereby to pay in-store using mobile devices? (single answer)

Question 22

Total answers: 911


18%

34%

37%

11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Yes, no matter the amount Yes, only for small amount ofpayment

No Don't know



Question 22 – By income

The respondents with EUR 2000+ income and those with EUR 501-1000 income say they would use a solution whereby to pay in store using

mobile device irrespective the amount. The most cautious to pay using a solution whereby to pay using mobile devices are those with EUR

250-500 income.

Total answers: 911


14%

19%

21%

31%

7%

10%

10%

11%

29%

17%

16%

12%

27%

29%

33%

31%

23%

25%

20%

15%

0% 20% 40% 60% 80% 100%

Don't know

No

Only for small payments

Yes, no matter the amount

2000 + Euro

1500 Euro – 2000 Euro

1000 Euro – 1500 Euro






Depending on the age of the respondents, the most open to pay in store using a mobile devices are those of 35-45 years old (35%), followed

at the par (with 24%) by those 45-55 years old and 25-35 years old who would pay this way no matter the amount.

Total answers: 911


8%

12%

9%

8%

24%

27%

21%

24%

40%

32%

32%

35%

20%

25%

28%

24%

8%

4%

10%

9%

0% 20% 40% 60% 80% 100%

Don't know

No

Only for small payments

Yes, no matter the amount

55+ years

45-54 years

35-44 years

25-34 years

18-24 years



Section 5 – The benefits of mobile

devices utilization

Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers) (1 – the most important; 6 – the least important)

Question 23

According to the respondents, the main benefits they bring the use of mobile devices are the following ones: mobility, information accessibility,

connectivity and the efficient use of time.

Total answers: 931


35%

35%

15%

2%

6%

7%

27%

31%

18%

5%

7%

11%

18%

19%

33%

7%

10%

12%

10%

9%

20%

38%

12%

11%

6%

5%

11%

26%

43%

10%

4%

1%

3%

22%

22%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Accesibility of information

Mobility

Connectivity

Apps utilization

Efficient use of time

Prompt response

1 - Extremely important 2 3 4 5 6 - Unimportant


The top 3 benefits of the 6 listed, the use of mobile devices bring in the perception of respondents are the following ones: mobility (rank 1),

accesibility (rank 2), and connectivity (rank 3). The following ranks are, in order, efficient time use (rank 4), apps utilization (rank 5), and prompt

response (rank 6). (Please recall that this is an analysis of perceptions)

Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers) (1 – the most important; 6 – the least important)

Question 23 – Top 3 benefits

Total answers: 931


3 2 1

Mobility

Accessibility

Connectivity

1

Extremely

important

2 3 4 5

Not at all

important

6

Don’t

know

Total answers Score Benefit

35.45% 30.61% 18.58% 9.02% 4.73% 1.61% 931 4.78 Mobility

35.55% 27.50% 17.83% 9.88% 5.91% 3.33% 931 4.67 Information accessibility

14.61% 18.15% 33.3% 19.98% 10.74% 3.22% 931 3.96 Connectivity


DemographicsThis study is based on the analysis of

the 1,040 answers received to a 33-

questions questionnaire conducted

between 8 and 29 June 2015 to

respondents predominantly from

urban areas, aged 18 and 55+ yo,

in 31 counties from Romania.

Age of respondents

Demographics

Respondents / developing regions

56%

10%

6%

9%

7%

4%3%5%

București / Ilfov

Centru

Nord-Est

Nord-Vest

Sud

Sud-Est

Sud-Vest

Vest

10%

22%

35%

24%

9%

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


Demographics

Income of respondents Gender of respondents

22%

30%

17%

10%

21%

0% 10% 20% 30% 40%



1000 Euro – 1500 Euro

1500 Euro – 2000 Euro

2000 + Euro

54%

46% Female

Male


Demographics

Pre-paid / monthly subscription

of mobile deviceInternet connection for mobil device

92% 91%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wi-Fi Internet mobile Hot spots

4%

96%

No Yes

34%

41%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Minim (max. 10euro/month)

Medium (max. 20euro/month)

Maxim (max. 50euro/month)

12%

88%

Pre-paid card

Monthly subscription

4%

40%56%

2G mobile device

3G mobile device

4G mobile device


Authors’ comments

Elena Badea

Associate Director

EY Romania

Constantin Măgdălina

Knowledge Management

EY Romania

As the hi-tech consumer goods industry are turning to

the new areas of growth, non-computer mobile devices

are becoming increasingly important. The acceleration

use of mobile devices, Big Data and Internet of Things

highlights development opportunities for digital area.

They transform the economic environment and

generates new possibilities for people, businesses and

governments. The impact of the digital and the use of

mobile devices is visible. Understanding the behavior of

their beneficiaries is essential.

Mobile devices have significantly transformed the way

we want to interact with the information. They are with

us in our lives and the impact they have already

generated upon all age groups is overwhelmingly. The

way in which technological advancement and digital

transformation we are experiencing now are developing

new ways we relate to each other and access

information, changes the paradigm of many industries,

from media and telecommunication, to banking and

financial services and medical services. And this is only

the beginning…


Echipa de proiect

Elena BadeaAssociate Director

Branding, Marketing and Communication

EY Romania

[email protected]

Constantin MăgdălinaKnowledge Management

Branding Marketing and Communication

EY Romania

[email protected]

We wish to thank you to all of the respondents to our questionnaire whereby we conducted the

analysis. We are delighted to see the high interest in this topic and the prompt responses. We

thank particularly Diana Dumitrașcu, Executive Director, doingbusiness.ro for the important support

provided to us.

The present slide-deck is a study/quantitative analysis which aims to highlight trends related to the topic and advance working

hypotheses to be validated by further extended market research, on representative samples. This material is accurate to the best of our

knowledge at the time of writing. It has an informative purpose and therefore we recommend professional advice before taking any

action.



Annexes – Extended analysis



The relation between age and total mobile device usage shows that 20% of those 55+ years who hold the largest portion of mobile phone use

it 2-4 hours/day while 15% of those 18-25 years holding smartphone in the highest portion use it over 6 hours/day.

Total answers: 931


3%

9%

12%

20%

7%

3%

16%

20%

20%

25%

27%

20%

37%

37%

37%

31%

15%

33%

31%

25%

21%

14%

36%

31%

13%

9%

10%

10%

15%

13%

0% 20% 40% 60% 80% 100%

Don't use

Less than 1 hour/day

1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Mobile phone

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

13%

9%

13%

7%

4%

2%

27%

27%

24%

24%

16%

19%

40%

45%

34%

35%

37%

35%

15%

14%

23%

27%

34%

29%

5%

5%

6%

7%

9%

15%

0% 50% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Smartphone

55+ years

45-55 years

35-45 years

25-35 years

18-25 years




The relation between age and the total mobile device usage shows that: 43% of those 35-45 years old have the highest portion in using tablet

use it 1-2 hours/day while 50% of those 45-55 years old holding the highest portion in using phablet use it 1-2 hours/day or more than 6

hours/day for 37% of them.

Total answers: 931


6%

7%

7%

11%

12%

14%

23%

25%

24%

23%

21%

29%

42%

43%

33%

18%

29%

36%

20%

20%

28%

35%

21%

15%

8%

5%

4%

12%

29%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Tablet

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

4%

9%

12%

15%

13%

50%

25%

37%

35%

30%

33%

44%

75%

18%

34%

26%

0%

19%

13%

27%

12%

22%

17%

12%

18%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Phablet

55+ years

45-55 years

35-45 years

25-35 years

18-25 years



Question 6 – By age (c)

The relation between age and total mobile device usage shows that 62% of those 35-45 years owning in the highest portion smartwatch use it

1-2 hours/day while 50% of those 25-35 years owning in the highest portion fitness bracelet use it between 2 and 6 hours/day.

Total answers: 931


5%

3%

100%

15%

18%

25%

50%

33%

35%

31%

62%

25%

50%

33%

30%

13%

25%

13%

18%

17%

0% 20% 40% 60% 80% 100%

Don't use


1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Smartwatch

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

5%

4%

12%

15%

18%

13%

37%

35%

25%

50%

50%

50%

44%

32%

31%

25%

50%

50%

19%

13%

22%

0% 20% 40% 60% 80% 100%

Don't use

Less than 1hour/day

1-2 hours/day

2-4 hours/day

4-6 hours/day

Over 6 hours/day

Fitness bracelet

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers)(1 – the most important; 6 – the least important)


Depending on the age of the respondents the main two benefits they gain from using mobile the devices are: time efficient use 14% and accesibility

of information 9% for those 55+ years old, apps utilization 36% and mobility 27% for those 45-55 years old, mobility 38% and connectivity 38% for

those 35-45 years old, apps utilization 50% and prompted responses 31% for those 25-35 years old and time efficient use 13% and accesibility of

information 11% for those 18-25 years old.

Total answers: 931


9%

7%

9%

11%

11%

16%

19%

29%

25%

18%

20%

26%

37%

31%

37%

39%

40%

29%

24%

26%

21%

28%

22%

16%

11%

7%

8%

4%

7%

13%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Information accesibility

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

8%

10%

6%

12%

14%

7%

27%

23%

22%

15%

16%

13%

38%

37%

34%

37%

16%

27%

23%

20%

29%

20%

43%

33%

4%

10%

9%

16%

11%

20%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Mobility

55+ years

45-55 years

35-45 years

25-35 years

18-25 years








Total answers: 931


8%

8%

10%

7%

10%

7%

23%

23%

24%

21%

23%

23%

38%

40%

34%

34%

37%

23%

21%

21%

23%

31%

21%

37%

10%

8%

9%

7%

9%

10%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Connectivity

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

7%

7%

12%

8%

9%

9%

36%

14%

18%

24%

24%

22%

40%

42%

36%

31%

40%

50%

30%

23%

23%

28%

20%

7%

9%

5%

9%

8%

9%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Apps utilization

55+ years

45-55 years

35-45 years

25-35 years

18-25 years



Question 23 – By age (c)





Total answers: 931


16%

15%

9%

6%

8%

7%

25%

18%

22%

28%

24%

20%

22%

31%

34%

37%

36%

40%

24%

31%

28%

21%

23%

24%

13%

5%

7%

8%

9%

9%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Efficient use of time

55+ years

45-55 years

35-45 years

25-35 years

18-25 years

8%

8%

6%

14%

5%

9%

20%

15%

22%

28%

24%

25%

30%

37%

39%

30%

49%

34%

31%

29%

21%

20%

15%

25%

11%

11%

12%

8%

7%

7%

0% 20% 40% 60% 80% 100%

1

2

3

4

5

6

Prompt response

55+ years

45-55 years

35-45 years

25-35 years

18-25 years


Do you use Internet services on your mobile device by connecting to: internet mobile, hot spot, wi-fi? (multiple answers)


Smartwatch (49%) and tablet users (40%) as well as those 35-45 years old are the most active services users of Internet mobile, hot spot and wi-fi.

The second highest category of respondents depending on age are those 25-35 years old followed by 45-55 years and those 18-25 years old.

Total answers: 914


8%

25%

36%

22%

9%

0% 5% 10% 15% 20% 25% 30% 35% 40%

18-24 years

25-34 years

35-44 years

45-54 years

55+ years

Internet mobile

8%

28%

39%

20%

5%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

18-24 years

25-34 years

35-44 years

45-54 years

55+ years

Hot spots

9%

25%

36%

22%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40%

18-24 years

25-34 years

35-44 years

45-54 years

55+ years

Wi-FI


Do you own a mobile device: 2G, 3G, 4G. (single answer)


Respondents in the age category of 35-45 years old have the highest expectations from a mobile device regarding technical performance and

speed followed by those 25-35 years old and those 45-55 years old. It is noteworthy that young people ranging 18-25 years old say they have

no mobile devices 2G, the only chosen option are for 3G and 4G mobile devices.

Total answers: 911


24%

12%

6%

19%

22%

24%

38%

35%

36%

19%

21%

26%

10%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2G

3G

4G

55+ years

45-54 years

35-44 years

25-34 years

18-24 years


Do you own a mobile device: 2G, 3G, 4G. (single answer)

Question 25 – By income

The criteria for choosing the type of mobile device correlates not only with benefits, scope, frequency of utilization and income but also with the

performance and speed of mobile device. Given the levels of income we have found that respondents with incomes EUR 2000+ and EUR 500-

1000 prefer high performance devices (3G and 4G), while respondents with EUR 250-500 own 2G mobile devices.

Total answers: 931


5%

15%

28%

8%

9%

11%

11%

17%

18%

43%

32%

28%

33%

27%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2G

3G

4G

2000 + Euro

1500 Euro – 2000 Euro

1000 Euro – 1500 Euro




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