Starcom Romania launches the Events Behavior study in 2022

  • 9 out of 10 Romanians, internet users in urban areas, plan to participate in at least one event this year;
  • Among the most anticipated events are concerts and shows, fairs and music festivals;
  • The Events Behavior in 2022 study is part of the HumanGraphExperience series.

Starcom Romania launches the study Events Behavior in 2022which analyzes the preferences of Romanians in terms of events and how they differ according to age segments, but also how they make decisions about the events they will participate in, what are the main sources of information about events and what are the most anticipated festivals of the year.

The study Events Behavior in 2022

,,Even after two years of pandemic, in which we faced restrictions and the fear of COVID-19, cultural events / activities in physical format remained the main form of socialization and relaxation for all of us. I noticed that for those who participated in such events in 2021, the experience was a pleasant and long-awaited one. Of course, there is still a trace of insecurity in this type of event, but the longing to have fun with friends, to meet new people, to relax and get out of the daily context seems to be stronger. The year 2022 is announced to be more active than 2021 in terms of participation in face-to-face events, and of these, the most anticipated are concerts and shows, music fairs and festivals.“, stated Andreea ZanfirHead of Consumer Insights, Starcom Rom├ónia.

The most important aspects presented in detail in the study Events Behavior in 2022

Romanians and participation in events

According to the new study, most Romanians in urban areas participate in events once or several times a year. People from the younger generations (aged between 18 and 34) are the ones who take part in events more often, even monthly. Reduced financial possibilities and lack of time are the main reasons why Romanians in urban areas usually choose not to participate in cultural events / activities.

Perception of events in a pandemic context

Two years after the start of the pandemic, 8 out of 10 internet users in urban areas (especially young people from Gen Z) confess that they miss the events they went to in order to have fun and meet new people. However, Romanians still have some reservations about crowds and prefer to participate in outdoor events where they feel safer. Also, more than half of the respondents claim that they have learned to adapt to the various formats of events that have occurred as a result of the physical distance imposed by the pandemic.

Participation in events in 2021

Despite the restrictions imposed by the authorities, the distance advice offered by specialists and the restraints that Romanians have, over 6 out of 10 internet users in urban areas (especially the younger generations) took part in events last year. On average, they participated in three events in 2021.

Favorite types of events in 2021

The most popular events last year, especially among the older age group (45+ years), were fairs, festivals and exhibitions selling products (eg food, clothing, books).

Half of the respondents, especially those aged between 25 and 44, participated more in concerts and shows in 2021, while young people in the Millennials category (25-35 years old) preferred film festivals and art, and those from Gen Z (18-24 years old) were present in greater numbers at music festivals.

Events planned for 2022 and the behavior of Romanians

According to the study, 9 out of 10 Romanians, internet users in urban areas, plan to participate in at least one event this year. Among the respondents, the most impatient in this respect are the young people aged between 25 and 34 years. In addition, Romanians plan to attend 5 events in 2022, on average, with an increase in interest in them and among the more mature age segments (45-54 years).

Among the main events planned for this year are concerts and shows, fairs (especially Christmas, fashion and food), but also music festivals, the latter being in the top of the preferences of young people.

As for people who did not include events in their plans this year (representing 14% of respondents), financial uncertainty and rising prices are the main reasons for this.

Decisions and sources of information

For 6 out of 10 Romanians in urban areas, the decision to participate in an event is more spontaneous, being taken, in general, in the same week in which the event takes place or, at most, a month before. One possible explanation for this may be the unusual context we are going through, with most people avoiding long-term plans.

Regarding the main sources of information, Romanians in urban areas learn about events, especially from television and discussions with friends and acquaintances, but also from event websites and social media. While for segments over the age of 45, the main source of information remains television, for Gen Z and Millennials the social media posts and social media accounts of favorite local artists matter more.

The events announced on the radio and through posters and street advertisements are observed more by people between the ages of 35 and 44.

The most anticipated festivals in 2022

6 out of 10 Romanians, internet users in urban areas, expect to relax and live the moment during the festivals planned for this year. While Gen Z (18-24) is looking forward to having fun, making new friends and participating in branded activities at festivals, Millennials hope to find the most Instagram-friendly places and interact with influencers. and the celebrities he admires.

Older people, on the other hand, prefer relaxation and culinary delights.

Brands and events

The involvement of brands in cultural events and activities has the effect of arousing curiosity and activating the indicator of consideration, especially among mature audiences, over the age of 45.

On the other hand, for those in Gen Z (18-24 years old) it is more important to take photos with the brands, while for the 25-44 age group, this type of brand activity contributes to the construction and maintaining loyalty.

The study Events Behavior in 2022 was made online, on a sample of 903 people over the age of 18, internet users in urban areas. Of these, 802 respondents stated that they usually participate in cultural events / activities. The data collection took place between April 14 and 18, 2022.

The study Events Behavior in 2022 is a Starcom approach that is part of the HumanGraphExperience series.

Starcom is part of the largest media network in the world, Publicis Media Groupe. Founded in 2000, Starcom is the first media agency in Romania to be awarded at Cannes, but also at other festivals such as Eurobest, Ador, Portoroz, Effie and Webstock. With over two decades of experience in the Romanian communication industry, the agency also lists various specializations of its departments and people, such as Consumer Understanding, Innovation, Digital, Planning, Buying or Special Projects.


Source: IQads by www.iqads.ro.

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