Eight out of ten Romanians (79%) are interested in using innovative products and services, and a similar share consider them an opportunity to save money and increase efficiency, according to the results of a specialized study published Wednesday.According to a study conducted by Reveal Marketing Research in collaboration with Leroy Merlin and the LivratAzi.ro platform, the most attractive communication messages about innovation emphasize the impact on quality of life (66%), practical product demonstrations (62%) and clear and measurable results (60%).In terms of progress through innovation, 55% of respondents see it as strongly associated with attributes such as advanced technology, while 51% mentioned creativity and 43% efficiency.At the same time, people over 55, with more experience of technological change, tend to associate innovation with creativity (64%) and perceive it as an ability to go beyond the conventional, while young people aged 18-30, who have been constantly exposed to technology and rapid change, place more emphasis on the adaptability attribute of innovation (25%, compared to 18% of the total sample).Regarding the fundamental principles of innovation, 27% of all respondents believe that innovation is closely linked to the development of new and unique products and services, with a higher percentage among those with incomes above 10,000 lei (39%). 19% also believe that innovation is closely linked to the use of advanced technologies, while another 19% associate it with the continuous improvement of processes and products.Eighty-six percent of Romanians see innovation as essential for the progress of society, especially people over 55 (95%) and those with high income (92%), while 82% agree that innovation improves access to education and information.Moreover, 79% say that they are interested in using innovative products and services, and 78% say that innovation helps reduce costs and increase efficiency.In this respect, the most common behaviors related to the use of innovative products and services are: using digital applications and new online services (67%), which is most common among young people in the 18-30 age range (70%), and recommending innovative products and services they have tried (64%).In addition, the main benefits of innovative products are convenience (80%), time saving (77%) and greater efficiency compared to traditional products (71%).According to the cited source, Romanians generally choose products and services according to criteria such as their adaptability to personal needs (84%) and ease of use (83%), the latter being more important for people over 55 (88%).The most innovative areas perceived by Romanians are: Electronics, Gadgets & Home Appliances (69%), Technology, Software & Telecommunications (65%) and Construction & Real Estate (26%). On the other hand, the top areas with the greatest need for innovation are Education & Vocational Training (44%), Health & Pharmaceuticals (42%) and Energy & Utilities (35%).Romanians say that promoting innovation plays an important role in their purchasing decision when it emphasizes increasing comfort and quality of life (85%) and improving consumer safety (82%). In context, 68% of consumers believe that innovation-related initiatives and measures contribute to improving the image of companies, with significantly higher percentages among 46-55 year olds (76%) and over 55 year olds (79%).According to the respondents, the main actions through which companies can support innovation in Romania are investing in research and development (54%), creating products that meet real needs (48%) and organizing consumer education campaigns (41%).The survey was conducted between February and March 2025, on a sample of 1,005 respondents, and the maximum sampling error for the general target is +/-3.1% at a 95% confidence level.
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