Academic journal article Journal of Media Research

The Research of Mass-Media - Dynamics, Figures and Astonishments

Academic journal article Journal of Media Research

The Research of Mass-Media - Dynamics, Figures and Astonishments

Article excerpt

Internet consumption in Romania

Recent research performed by specialized institutions such as The Transmedia Romanian Audit Bureau - its National Readership and Audience Study - indicate a significant increase of the Internet consumption. For example, between 2002 and 2014, the number of the Internet users has increased from 1,774,000 persons from the age group 14-64 years, living in the urban environment, to 6,576,000, which means 75% of the researched population (meaning the representative sample for this large group of population that was questioned for this research). During the relatively small interval of time December 2013 - July 2014, the number of user has grown by 108,000.

As for the Internet user's profile, one can notice an increase of the share held by women, from 45% in 2002 to 50% in 2014, which reflects the population's distribution on genders, according to The National Institute for Statistics (48% men, 52% women). The number of people who reported to be daily Internet consumers is of 4.892.000 persons, that is: 55%, compared to 505,000 persons in 2002, (8%).

The profile of the Internet user

If we were to relate, as above, to the urban population (14-64 years), we will notice that the group which has the largest share in the total is the 25-44 years age group, meaning 51% (on the 1st of July 2014). For comparison, it is worth adding that the group of people aged of 14-24 years hold a share of 25%, those of 45-54 years have a share of 18%, while those with the age of 55-64 years, 8%.

By referring to the total of the population that was investigated, we will notice that only 6% of young people (group of age: 14-24 years) don't use the Internet; the same proportion is kept in the case of the 25-44 years age group, so the proportion held by the non-users is the same: 6%; but out of those aged 55-64 years, 9% don't use the Internet.

The users' level of education is another important indicator. For example, out of the 35% share of the urban population which has primary and secondary studies (those who have graduated primary education and secondary education), 26% are constant users; out of those 41% which have college studies, all are Internet consumers; those with a higher education (who had graduated a faculty or university) represent 24% out of the total population and 31% out of the Internet consumers, hence the conclusion that 7% of the people with a higher education don't use the Internet.

The geographic distribution of the Internet users presents itself as such: 17% in Bucharest, 25% in cities with more than 200,000 inhabitants, 28% in cities with 50200.000 inhabitants and 30% in smaller cities or towns which have less than 50,000 inhabitants.

As for people's attitude towards the Internet, the number of people who believe it "is indispensable for work-job / for school" has increased from a weight of 49% in 2006 to 61% in 2014, meaning an gain of 12 percentage points; the weight held by those who trust the information found on the Internet has decreased with 9 percentage points, that is: from the maximum of 44% reached in 2008, to 35% in 2014, when it is on a growth trend. Out of the total number of Internet users, 60% have declared they use the Internet when they need a piece of information, and this weight marks an increase of 27 percentage points compared to the weight reached in 2006. Other relevant answers were: "The comments posted by others on the Internet are useful" - state 50% of the users, in 2014; "Internet advertising doesn't bother me" - are saying 39% of the users; "Internet shopping makes my life easier" - 36%.

When they were asked about the purpose they have in mind when accessing the Internet, 62% of all the respondents said that they have looked for information using the browsers; 58% in order to use the e-mail; 48% have been looking for classified ads; 41% have downloaded software, programs or games; 35% have listened to the online radio, while 30% have joined some group discussions (on chat, on forums, on newsgroups)

At the 1st of July 2014, the most accessed sites were those which advertise job offers (30%), followed by the sites of art and culture (29%), the sites of the online stores (24%), the generalist portals (20%); the sites presenting information from the real estate market (12%) and those specialized in business / finance / stock exchanges (11%). …

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