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Selected insights on target group: Instagram users in Romania

• 37% of Instagram users have a high annual household income
• Being successful has more importance to Instagram users than to the average consumer
• Fashion and beauty are relatively prevalent interests of Instagram users
• Instagram users are more likely to have socializing as a hobby than the average consumer
• Instagram users remember seeing ads on social media more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Romania
• Gender of consumers in Romania
• Consumer’s level of education in Romania
• Share of consumers in Romania in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Romania live
• Communities where consumers live in Romania

• Most important aspects of life for consumers in Romania
• Top 10 interests of Instagram users in Romania
• Top 10 hobbies and leisure activities of Instagram users in Romania

• Agreement with statements in Romania
• The 10 most important issues facing Romania according to Instagram users
• Political attitudes of consumers in Romania

• Top 10 places where Instagram users in Romania have come across digital advertising in the past 4 weeks
• Devices consumers in Romania use regularly to access the internet
• Social media activities in Romania by type
• Places where consumers in Romania have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Romania have been using in the past 4 weeks