BUSINESS

GfK: Increasing importance of the Internet and new technology

In Romania, Internet penetration has steadily increased in recent years, reaching 53 per cent nationally and 63 per cent in urban amongst people aged over 15 years in April 2013, according to a press release. At the same time, Romanians’ appetite for tablets and smartphones is growing. Sales have seen a significant upward trend in recent years, smartphones reaching 25 per cent of total mobile phone market in units in 2012 and the number of tablets sold increased nearly 5 times in 2012 compared to 2011. These developments are beginning to make their mark not only on the lifestyle of consumers, but also on their buying behavior. If until recently the shops and traditional communication media were the main sources of information for the purchase decision, the Internet is now widely used.
A study conducted by GfK Romania on a representative sample of the urban population of Internet users, aged between 15 and 45 years, reveals the important role of the Internet in redefining purchasing behavior. 70 per cent of respondents said the Internet has become a very useful purchase tool, and 44 per cent stated that social networks have become as important as other sources of information to make the best choices of products. “Accessing websites of prices comparison, consulting the online detailed product descriptions and the reviews of other buyers, the exchange of information in social networks, all these activities are developed more and more in order to make the best buying decision. Such access to multiple sources of information to makes us all more engaged and more demanding customers’, more difficult to be pleased than before,” said Raluca Raschip, Consumer Goods & Retail Director GfK Romania.

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