We find the aggregate digital report published in 2022 for Romania by Kepios very interesting,  observing some developments that we should take into account in the construction of digital strategies for 2023, starting from understanding the digital behaviors of Romanians in 2022.

A first figure basis in any analysis starts with Romania's population, estimated at 19.08 million in January 2022, a decrease of 103k (-0.5%) compared to the previous year. Women represent 51.4% of the total, and 54.6% of the total population lives in urban centers.

 

The average age of the population in Romania is 43.8 years. For additional context, here's a look at how Romania's population breaks down by age group:

• 4.9% of Romania's population is between the ages of 0 and 4
• 8.1% of Romania's population is between the ages of 5 and 12 years
• 5.6% of the Romanian population is between 13 and 17 years old
• 7.3% of the Romanian population is between 18 and 24 years old
• 12.1% of the Romanian population is between 25 and 34 years old
• 13, 8% of the Romanian population is between 35 and 44 years old
• 16.0% of the Romanian population is between 45 and 54 years old
• 12.1% of the Romanian population is between 55 and 64 years old
• 20.1% of Romania's population is 65 and over

 

 Internet use in Romania in 2022

 

In January 2022, there were 16.79 million Internet users in Romania. Romania's internet penetration rate was 88.0% of the total population at the beginning of 2022. Kepios analysis shows that internet users in Romania increased by 485 thousand (+3.0%) between 2021 and 2022. 

For a better perspective, these figures show that 2.29 million people in Romania were not using the Internet at the beginning of 2022, which means that 12.0% of the population was offline at the beginning of the year.

However, issues related to COVID-19 continue to impact Internet adoption research, so the actual numbers of Internet users may be higher than these published numbers suggest.

 

Internet connection speeds in Romania in 2022

 

Data published by Ookla indicates that Internet users in Romania could expect the following Internet connection speeds at the beginning of 2022:

• Average mobile Internet connection speed via cellular networks: 33 .76 Mbps
• Average fixed internet connection speed: 124.36 Mbps

 

data Ookla shows that the average mobile internet connection speed in Romania increased by 8.27 Mbps (+32.4 %) in the twelve months to the beginning of 2022 and that fixed internet connection speeds in Romania increased by 33.87 Mbps (+37.4 %) in the same period.

 

Social network statistics for Romania in 2022

 

In January 2022, there were 13.30 million social network users in Romania. The number of social media users in Romania at the beginning of 2022 was equivalent to 69.7% of the total population, but it is important to note that social media users may not represent unique individuals (one person may have several accounts).

 

Kepios analysis reveals that social network users in Romania grew by 1.3 million (+10.8%) between 2021 and 2022. 

 

Facebook users in Romania in 2022

 

Data published in Meta's advertising resources indicate that Facebook had 9.90 million users in Romania at the beginning of 2022. However, Meta has made important changes to the way its advertising resources report audience reach data at the end of 2021 – including the significant revision of its core audience data for Facebook – so the figures shown here are not directly comparable to the figures published in our previous reports.

Facebook's revised audience figures (taking into account that the use of the platform is restricted to people under the age of 13) estimate that 59.7% of the "eligible" audience in Romania uses Facebook in 2022. At the beginning of 2022, 50, 5% of Facebook's advertising audience in Romania was female, while 49.5% was male.

 

YouTube users in Romania in 2022

 

Google advertising resource updates indicate that YouTube had 13.30 million users in Romania at the beginning of 2022. This figure means that the reach of YouTube ads in 2022 was equivalent to 69.7% of the total population of Romania at the beginning of the year. Basically, YouTube ads reached 79.2% of the total internet user base in Romania (regardless of age) in January 2022. The gender percentages in YouTube users are similar to those of Facebook.

 

Instagram users in Romania in 2022

 

Figures published in Meta's advertising tools indicate that Instagram had 5.40 million users in Romania at the beginning of 2022. Instagram restricts the use of its platform to people aged 13 and over, so it is useful to know that 32.5% of the "eligible" audience in Romania uses Instagram in 2022. It is interesting to know that 51.9% of the advertising audience of Instagram in Romania was female, 48.1% was male. 

It is worth noting that the reach of Instagram ads in Romania at the beginning of 2022 was equivalent to 32.2% of the local internet user base (regardless of age).

 

TikTok users in Romania in 2022

 

Figures published in ByteDance's advertising resources indicate that TikTok had 6.37 million users aged at least 18 in Romania at the beginning of 2022. ByteDance allows marketing agencies to target TikTok ads to users aged at least 13 years old through its advertising tools, but these tools only display audience data for users at least 18 years old. It is estimated that TikTok's advertising reach in Romania was equivalent to 37.9% of the local internet user base at the beginning of the year, regardless of age, and 50.8% of TikTok's advertising audience in Romania was female, while 49.2% were male.

 

LinkedIn users in Romania in 2022

 

Figures published in LinkedIn's advertising resources indicate that LinkedIn had 3.20 million "members" in Romania at the beginning of 2022. Taking intoaccount that LinkedIn's advertising tools publish audience reach data on based on total registered members, rather than the monthly active users that underlie the ad reach figures published by most other social media platforms, these LinkedIn figures are not directly comparable to figures for other social media platforms published on this page or in our Digital 2022 reports.

 

The company's ad coverage figures suggest that LinkedIn's audience in Romania was equivalent to 16.8% of the total population at the beginning of 2022. However, LinkedIn restricts the use of its platform to people aged at least 18, so that it can be concluded that 20.6% of the "eligible" public from Rom ania uses LinkedIn in 2022. LinkedIn advertising coverage in Romania was equivalent to 19.1% of the local internet user base (regardless of age) at the beginning of the year and that 52.0% of the LinkedIn advertising audience in Romania was female, while 48.0% were male.

 

Snapchat users in Romania in 2022

 

Data published in Snap's advertising resources indicate that Snapchat had 2.65 million users in Romania at the beginning of 2022, with an advertising reach of Snapchat in Romania equivalent to 13.9% of the total population at the beginning of the year. Considering that Snapchat restricts the use of its platform to people at least 13 years old, it is worth noting that 16.0% of the "eligible" audience in Romania uses Snapchat in 2022 and that Snapchat's advertising reach in Romania was equivalent to 15.8 % of the local internet user base (regardless of age) at the beginning of the year. With a greater gender difference, it is observed that 61.6% of Snapchat's advertising audience in Romania was female, while 37.5% was male. Snap's advertising resources only publish audience gender data for "female" and "male" users, but the figures published for these demographics don't always add up to total users, so the percentages shown here may not add up to 100% .

 

Twitter users in Romania in 2022

 

Figures published in Twitter's advertising resources indicate that Twitter had 717.7 thousand users in Romania at the beginning of 2022. This figure means that Twitter's advertising coverage in Romania was equivalent to 3.8% of total population at that time. 

However, Twitter restricts the use of its platform to people aged 13 and over, so it may be useful to know that 4.3% of the "eligible" audience in Romania uses Twitter in 2022.

 

Pinterest users in Romania in 2022

 

The data published in Pinterest's advertising resources indicate that Pinterest had 1.77 million users in Romania at the beginning of 2022. This figure means that Pinterest's advertising reach in Romania was equivalent to 9.3% of the total population at the beginning of the year. Pinterest restricts the use of its platform to people aged 13 and over, so it may be useful to know that 10.7% of the "eligible" audience in Romania uses Pinterest in 2022 and that 76.9% of Pinterest's advertising audience in Romania was female, while 18.1% was male.

 

Analyzing internet usage behaviors by type of device, it is observed that 51.6% of users access the internet from mobile. As operating system, Android remains the clear leader with 79% of devices used, followed by iOS with 20.6%. 

The first search engine chosen by Romanians remains Google, with a detached share of 97.5%. 9.2 million Romanians purchase products online, of which 41.5% are made using mobile phones.

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