- Almost 6 in 10 Romanian consumers purchased IT&C products for Christmas
- In December, Romanian consumers spent an average of 1.230 RON on IT&C purchases, a drop of 6% compared to the Black Friday month
- Half of consumers (49%) purchased phones and tablets, and 1 in 3 consumers purchased laptops
Preferred shopping channels of IT&C consumers
According to the monthly data provided by our Consumer Trends.Live platform, over half of Romanian shoppers have bought IT&C products for Christmas.
36% of the IT&C shoppers purchased from specialised stores in shopping malls, and 28% purchased from online marketplaces.
Only 6% of IT&C shoppers purchased omnichannel in December 2021.
Frequency of IT&C purchases
IT&C Consumer Trends.Live data also indicates that 1 in 3 IT&C consumers (33%) upgrade their mobile phones every 2-3 years, and the winter holidays are a good time to do so.
They spent an average of 1.242 RON per phone shopping session in December 2021.
The average shopping cart for IT&C online purchases was higher (1.385 RON/purchase) compared to the budget spent in brick and mortar stores (1.120 RON/purchase).
Top IT&C brands
eMAG and Altex are the top preferred retailers in all categories analysed in the first real-time IT&C retail survey in Romania:
- Laptops & IT
- Phones & tablets
- TV, audio, video & photo
- Gadgets
- Gaming
- Accessories & more
eMAG leads the phone purchasing segment, 28% of consumers choosing the local brand, as well as the laptop purchasing segment (40%).
Altex is the leader in the tablet purchasing segment, being the first choice of 33% of consumers. Altex is also the IT&C shoppers’ first choice in the PC purchasing segment (37%).
The IT&C retail brands top by NPS is updated monthly and can be accessed free of charge 24/7 on MKOR Consulting’s website, on the IT&C Consumer Trends.Live dedicated page.
For the real-time IT&C retail brands top by NPS, access Consumer Trends.Live data>
Main purchasing indicators in IT&C retail in Romania
We have been monitoring 7 different industries through Consumer Trends.Live, since early 2021:
- IT&C
- Fashion
- Care & Beauty
- Jewelry & Watches
- Appliances
- DIY
- Home & Deco
The first real-time IT&C consumer survey in Romania is conducted monthly by MKOR Consulting on a Romanian representative sample of at least 400 respondents, based on gender, age, and region.
The main IT&C purchase indicators in the are:
- Discovering the local IT&C Market trends in real time
- Seasonality and how it influences the analysed indicators
- Evolution of the main purchasing indicators in the market, by categories
- Identifying IT&C retail market customer profiles through Purchasing Frequency, Budget and Purchasing Channel
- Monitoring IT&C brands according to performance indicators such as Net Promoter Score and Differentiators
- Identifying the target audience profile of each analysed retailer
- Digital shopping technologies adopted by IT&C consumers
Characteristics of Romanian IT&C consumers
Romanian IT&C audience is mostly made up of Millennial men. They tend to buy IT&C products more often, spend the most per purchase (1.400 RON) and prefer to shop online (47%). Preferred retailers are eMAG (54%) and Altex (17%).
Use of digital technologies in IT&C shopping
77% of Millennials consumers used their phone during their last IT&C purchase in brick and mortar stores.
They use digital technologies when shopping for IT&C in particular to consult reviews about the products they intend to purchase (32%), but also to compare product prices between various retailers, and to make use of the brand’s app.
IT&C Consumer Trends.Live top benefits for retailers
In 2021 we launched IT&C Consumer Trends.Live, the first real-time IT&C market study in Romania.
The monthly data provided by IT&C Consumer Trends.Live can be explored to discover:
- IT&C consumers’ preferred shopping channel
- Seasonality in IT&C purchasing
- Top IT&C brands by NPS
- IT&C market’s main purchasing indicators
- Romanian IT&C target audience
- IT&C consumers’ behaviour
Consumer Trends.Live methodology
The Consumer Trends.Live study provides real-time access to market data, directly from the consumer.
- Sample: minimum monthly N = 400 respondents
- Sample characteristics: national representative by gender, age and region. 95% confidence level, max. Error +/- 5%
- Target: general population of Romania aged between 18 and 65
- Research method: opinion poll
- Instrument: questionnaire
- Data view: interactive online dashboard
- Approach: online, through the MKOR Panel
Discover IT&C Consumer Trends.Live
The Consumer Trends.Live platform can be explored in a demo session with an MKOR consultant. The following are available during this session:
- Consumer Trends.Live dashboard
- The benefits of the platform
- Recommendations for extracting the data necessary for the business strategy
