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
Utilization of mobile devices in Romania
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
1
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 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
in 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-person
household
2-person
household
3-person
household
4-person
household
5-person
household
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

in 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
(widescreen
smartphone)
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

(single answer)
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 (widescreen
smartphone)
Fitness bracelet
Smartwatch

(single answer)
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 15
minutes
Less than 30
minutes
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%.
(single answer)
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

(single answer)
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

Utilization of mobile devices in
Romania
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

Romania
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 the
novelties

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 information
quickly
No vouchers and sales offered
on 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 purchase
options

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 information
found
No specific apps owned No need to access information
quickly
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 mobile
optimized 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

Romania
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 of
payment
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

Romania
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)
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

Demographics
This 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 device
Internet 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. 10
euro/month)
Medium (max. 20
euro/month)
Maxim (max. 50
euro/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 Badea
Associate Director
Branding, Marketing and Communication
EY Romania
elena.badea@ro.ey.com
Constantin Măgdălina
Knowledge Management
Branding Marketing and Communication
EY Romania
constantin.magdalina@ro.ey.com
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.

Romania
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 1
hour/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

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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