Reveal Marketing Research study: The break from online environment and technology gains ground – 32% of Romanians have tried digital detox!

Reveal Market Resources, Study No. 175

The latest study conducted by Reveal Marketing Research aimed to gather more insights into how Romanians perceive and relate to digital detox (a break from the online environment and technology) in a world where digital life has a significant impact on interpersonal relationships.

• 32% of urban Romanians have tried a digital detox at some point, while 33% would be interested in trying this process.
• The main reasons for “disconnecting” are stress reduction (50%), eliminating distractions (44%), and protecting privacy (14%).
• 61% of Romanians believe that the brands they follow and appreciate should promote more moments of “disconnection.”
• 1 in 3 Romanians would be strongly attracted to a brand that promotes moments of “disconnection,” such as digital detox initiatives.

32% of urban Romanians have tried a digital detox at some point, while 33% would be interested in trying this process

According to the latest study conducted by Reveal Marketing Research, 32% of urban Romanians have tried a digital detox at some point, with young people aged 18-24 (47%) and those with children under 18 (37%) leading the way, compared to 29% among those without children.

Additionally, 43% of Romanians strongly desire more time for offline activities, particularly those aged 25-34 (49%).

The majority of those who opted for a digital detox took a break from the online environment and technology for a few days (62%), while 20% chose to disconnect for a few weeks.

Regarding the perceived impact on well-being, 66% of respondents reported a positive influence from the digital detox, while 33% mentioned a neutral impact.

For those who have experienced or are interested in a digital detox, the main reasons for disconnecting are stress reduction (50%), eliminating distractions (44%), and protecting privacy (14%). As a general trend, men mention stress as the primary reason for a digital detox more frequently (57%) compared to women (43%). At the same time, eliminating distractions is a significantly higher reason for disconnection among young people aged 18-24 (51%).

Turning our attention to the 68% of Romanians who have not tried a digital detox so far, half of them state that they would be interested in taking such a break from digital life. It can be observed that the interest is more pronounced among women (54% compared to 44% of men).

1 in 3 Romanians would be highly attracted to a brand that promotes moments of “disconnection,” such as digital detox initiatives

47% of Romanians mention that they are significantly disturbed by the ads they receive on social media, particularly men (52% vs. 42% women) and mature individuals over 55 years old (55%).

Regarding preferences for offline or “low-tech” advertising campaigns, the majority of Romanians show a particular interest in physical events (55%) and packaging campaigns (30%). These results suggest a clear preference for direct and tangible experiences, which allow consumers to interact with brands in an authentic way, away from the digital environment.

In the same vein, 1 in 3 Romanians say they would be highly attracted to a brand that promotes moments of “disconnection,” such as digital detox initiatives. Additionally, 61% of Romanians believe that the brands they follow and appreciate should promote more moments of “disconnection,” particularly young people aged 25-34 (70%).

Regarding how they would like a brand to support the process of “disconnection,” Romanians prefer offline activity suggestions (33%), campaigns without online ads (32%), and the creation of relaxation spaces (31%).

Furthermore, 23% of Romanians state that they would be highly inclined to buy from a brand that actively supports breaks from technology, particularly parents with children under 18 (29% compared to 20% among those without children).

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.

Reveal Market Resources, study no. 175 Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online during 24.10-28.10.2024, on a representative sample of individuals aged 18 and above, internet users, from urban. The sample size was 1005 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.