This article focuses on the assessment of the digital literacy level in Romania, based on the different types of “digital species” we have previously identified. The research consisted of an online survey conducted on our platform www.questia.ro covering 700 respondents, with a +/- 3.7% margin of error when reported to the Romanian online population. The survey was active between 20 and 24 of November 2017, and it has been conducted in collaboration with The Institute, one of the largest creative industries promoters in Romania.

Overview

Every year, the Institute organizes Internetics, known as the first branding, marketing and online advertising festival in Romania. Since its beginnings in 2001, the festival contributes to the development and improvement of the online and digital industry in Romania. For the 2017 edition, the Institute wanted to assess the different perceptions Romanians have in regard to the digital sphere, as well as their attitudes and usage levels when it comes to online services. In this context, we have conducted the above-mentioned survey, whose findings will be presented below.

Findings

The majority of respondents (98.4%) accesses the Internet on a daily basis, in most of the cases throughout the day (72.7%). Asked where do they usually surf online from, 95.1% claimed the home cocoon as being top location. Although our intuitive observation behavior might tell us otherwise, less than a quarter (23.1%) mention going online while being out in a restaurant/bar/pub.

usage

Considered as extensions of ourselves, smartphones are the top devices used when it comes to online access by most of the respondents (87.6%). Being online every day is mandatory for all survey participants, regardless type of device.

devices

Mass targets do not have a very sophisticated use of digital, top 5 types of content accessed on the Internet are social networks (90.6%), shopping (72.3%), news (68.3%), entertainment (67.9%) and personal information – e.g. hobbies (65.3%). The size of the screen plays an important role when it comes to fit with content, applications such as WhatsApp and Instagram are mostly accessed from smartphones and other devices, while YouTube and Skype are more suitable for desktop/laptop access.

content

When it comes to acquisition decision making, most digital respondents prefer to get informed online, regardless if they make the actual purchase still online (44.7%) or switch to offline (39.6%). Offline word of mouth has lost in relevance, translating into a lower power of offline purchase.

decision making

Following on social media the brands, products, and services one likes is also very commonly met, with 58.8% of respondents declaring to do so to a high and very high extent. Watching online ads or posting brand or product related content are met to a lesser extent.

actions online

When it comes to the ways in which people consume digital content, we can identify several typologies of digital people, quite balanced in terms of online presence:

  • Zoon Digikon Thesaurum (18.4%) uses online for its informative and discussion purposes;
  • Zoon Digikon Activus – The Mobile user (14.8%) is always on-the-go, and uses online tools in order to simplify his/ her life;
  • Zoon Digikon Frater (14.5%) focuses on the things he/ she is really interested in and uses online to gather with people who share similar beliefs;
  • Zoon Digikon Exploratorum - The Explorer (14.4%) like to try new things, even if not necessarily enjoying them to their fullest;
  • Zoon Digikon Totalis (11.9%) - The Power user is likely to download and actively use many apps on the owned devices;
  • Zoon Digikon Evaderus - The Escapist (10.9%) likes to live more online than offline;
  • Zoon Digikon Festivus (10.3%) uses online mainly for its entertaining purposes and is actively involved in sharing content;
  • Zoon Digikon Socialis - The Entertainer (4.8%) likes to be online and attract everyone around him/her;

digital species

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