Samsung study: Romanians’ consumption plans show intentions to invest in tech 

Digital & Media, Marketing, Mobile, Studies

Romanian consumers are interested in new tech, according to Samsung’s annual study  Techonomic Index, which offers an overview on consumption habits and attitudes towards technology for a number of 18,000 European consumers.


According to the mentioned study (which interviewed online 1,000 respondents aged over 16 y.o.), Romanians’ appetite for tech is increasing and they are more inclined to buy latest generation devices than the European average. This way, 40% of Romanian respondents intend to buy a mobile in the next 3 months and, compared to the other Europeans, twice more Romanians are planning to buy a new TV or appliances for their homes in the next trimester. Also, 15% of them intend to buy a tablet in the next quarter, compared to the European average of 11%.

Half of those who want to buy a new phone also want it to have a better performance, and the same applies to laptops. A quarter (28%) are replacing with the new buy a broken mobile or laptop (22%).

Galaxy S6 edge

When it comes of the time spent using mobile phones, Romanian consumers are the leaders in Europe, with an average of one hour and 49 minutes a day. All in all, Romanians are using electronic devices for 10 hours and 20 minutes a day, while the European average is 8 hours.

Romanian consumers’ trust in their personal finances is comparable with Nordics when it comes of consumption. When it comes of the investments plans for new tech devices, the percentage of Nordics having those investment plans is almost half compared to the Romanian ones. Also, 42% Romanian consumers are trustful or very trustful regarding their finances for the next 12 months, with 16-34 y.o. ones trusting the most in their personal finance for the next year (55%).


Most of Romanian households (97%) have at least a mobile, PC or laptop, a TV or an appliance. Today, tablets’ penetration reached 67%, a little higher than European average of 64%. All in all, the study shows 2015’s household is now enriched by tech, with the number of devices owned by Romanians being of 19, similar to the European average. Also, with the high number of devices per Romanian household, the average usage time for them is 10 hours and 20 minutes, higher by 2 hours and 20 minutes compared to the European average.

Samsung Electronics launched Techonomic Index to follow the way people are perceiving and using technology. The study was commissioned by Samsung European Lifestyle Research Lab and made in partnership with Lightspeed GMI.


For the study, Lightspeed GMI interviewed 1000 people aed over 16 y.o. from 18 countries (Austria, Belgium, Bulgaria, Denmark, Finland, Germany, Greece, Italy, Hungary, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, Romania and UK). The data was pondered for each country and interviews were made from April 21st to May 18th. Lightspeed GMI handled the interviews, while Blue Rubicon made the reports and analysis. The comparative data was provided by a study made by Ipsos MORI – 5.000 adults aged 18-65 from UK, France, Germany, Italy and Spain – online, between April 14th – 28th