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Study: 80% of Romanians change TV channels during advertising breaks
Most Romanian consumers (80%) avoid advertising on TV by changing channels during publicity breaks, while 5 out of 10 people eat or smoke during that interval, a specialised study released on Thursday shows.
According to the study made by iSense Solutions, the main reasons why Romanians are not interested in TV advertising is the fact that they consider it boring and repetitive. At the same time, 2 out of 10 Romanians have installed AdBlock programs for online advertising.
During advertising breaks, 5 out of 10 Romanians eat or smoke, which shows that consumers focus on pleasure and themselves. Also, during TV ads, 60% of consumers use smart phones and 56% use their laptops or PCs. Relaxation activities are preferred - people access social media (66% on smart phones and 70% on laptop/PC) or play games (46% on smart phones , 47% on laptop/PC).
At the same time, 7 out of 10 consumers talks to other persons during TV ads, while the main digital channels through which they communicate are e-mail (64% used on smart phones, 76% on laptop/PC) and messenger (49% smart phone, 400 laptop/PC) while 69% of them talk on the phone and 50% send text messages.
The study shows that during publicity breaks on TV consumers look for information on smart phones (65%) or laptop/PC (72%). The most sought online information refers to the weather (46%), sales/promotions (36%), health and medicine (34%), sports (29%), jokes/horoscope (27%), travel and holidays (25%).
According to iSense Solutions, information sources that influence the consumer to buy a product are - their own experience (59%), browsers (54%), recommendations from friends/relatives (50%), websites of online shops (47%), producers’ sites(43%), information directly from stores (41%) and sites evaluating various products (40%).
The study was made online by iSense Solutions, for Digital Marketing Forum, on a sample of 500 respondents, members of ResearchRomania.ro panel. Data are representative for persons aged between 18 and 65, from the urban area in Romania and are collected in February 2016. Results have an error margin of +/- 4.3% and a confidence level of 95%.