Sports in Romania Brief Report Prepared for HyperSport & MyBike.ro Public Release February 2009 Quantix Marketing Consulting
Content Methodology Executive Summary All Sports Sports practice Sport goods purchase Attitudes towards sports Biking Ownership & practice Attitudes towards biking 2
Methodology Quantitative Research Survey, telephone interviews, structured questionnaire Random sampling on active telephone ranges Data collection: December 2008 Sample: 419 respondents. National (urban and rural) 3
Executive Summary Football prevails by far, in practice and number of articles purchased In volume of sales ($), fitness and bodybuilding maybe star Nike stronger on awareness than Adidas. Most expensive products bought are for individual sports Generally, population has a positive attitude towards sports In biking mass market has nothing to do with the hautecouture Biking is less a sport, more a way to move from one place to another Cars are more of a problem, more than dogs, for Romanian bikers MyBike.ro leads on awareness for biking websites 4
All Sports 5
Sport is practiced on a regular basis by less than one fifth of the population No 82% Do you practice sports on a regular basis? Yes 18% Fotbal Jogging Fitness/aerobic Another one 82% Baschet Schi Inot Practiced Sports 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% Tenis Ciclism / Mountain Bike Arte martiale Handbal Tenis de masa Alpinism, trekking Culturism, body building Patinaj pe gheata Volley Rolling (role) 6
Not all saddles are the same! Most people can ride a bike, few can ride a horse Fewest can ski Practiced Sports mers cu bicicleta 0% 20% 40% 60% 80% 100% Very well 1 1.8 Well 2 Quite well 3 Not at all 4 inot 2.5 sah 2.7 patinaj 3.3 calarit 3.4 schi 3.5 Foarte bine Bine Desul de bine Deloc 7
More than one third of the population has recently purchased sport goods Did you buy sport goods in the last 6 months, for you or someone else? Fotbal Another one Purchased goods per sports 0% 5% 10% 15% 20% No 62% Jogging Schi Fitness/aerobic Handbal Baschet Yes 38% Ciclism / mountain biking Tenis Arte martiale Culturism, body building Inot Patinaj pe gheata Volley Tenis de masa Alpinism, trekking Rolling (role) Snowboard Golf Skateboard Squash 8
There are more people buying than practicing No 82 % Do you practice sports on a regular basis? Yes 18 % No 62% Did you buy sport goods in the last 6 months, for you or someone else? Yes 38% Fotbal Jogging Fitness/aerobic Another one Schi Baschet Inot Tenis Ciclism / mountain biking Practiced Sports 0% 5% 10% 15% 20% Swimming seems to be the sport with relatively less spending versus practice There are more people who buy than people who regularly practice. Main reasons are: -Purchases for somebody else (kids, gifts) -Purchase seen as a stimulus to start practicing, but not enough -Some sport goods (especially clothing) also seen as casual used for leisure, not regular sport practicing Arte martiale Handbal Tenis de masa Alpinism, trekking Culturism, body building Patinaj pe gheata Volley Rolling (role) Golf Skateboard Snowboard Squash Practiced Purchased 9
Football leads in volumes. Bodybuilding and Fitness lead on purchase/person, mainly due to apparel Share of Total Spending for Sport Goods 0% 5% 10% 15% 20% 25% 30% Purchase per person (RON) 0 200 400 600 800 1,000 1,200 Fotbal Fitness/aerobic Schi Another one Jogging Culturism, body building Ciclism / mountain biking Handbal Arte martiale Baschet Tenis Snowboard Patinaj pe gheata Alpinism, trekking Inot Volley Rolling (role) Tenis de masa Fitness/aerobic Culturism, body building Snowboard Schi Jogging Arte martiale Alpinism, trekking Another one Ciclism / mountain biking Rolling (role) Fotbal Handbal Baschet Patinaj pe gheata Tenis Inot Volley Tenis de masa 10
More than one third of the population has recently purchased sport goods Places Sport Products were Bought from supermarkets (Carrefour, Metro, etc) specialized sport shops general stores open markets 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Supermarkets are more appealing to mass market than specialized sports shops. Online shopping still underdeveloped from abroad from friends somewhere else online 11
Retailers Awareness Awareness of Sport Retailers (Aided and Unaided) 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 12.6% Intersport 43.0% On brand retail, Nike leads with 28.4% unaided awareness, followed by Adidas with 26.3%. Hervis 2.4% 15.0% HyperSport 1.9% 21.0% HyperSport is second in Aided Awareness Decathlon 0.5% 16.0% Unaided Awareness Aided Awareness 12
Generally, people have a positive attitude towards Sports Attitudes towards Sports Totally Agree Totally Disagree Intellectuals don't practice sports You cannot make sports and school at the same time I practice to keep my tonus and look good I do performance sports 1 3 5 3.6 4.0 1.6 4.1 Health is more important than look, when it comes to motivation for practicing sports I take part in competitions In school todey, kids should do more Maths and less sports 4.0 4.0 School can be mixed with sports, they are not exclusive I practice for my health 1.3 You cannot lose weight without sports I don't practice because of my age 2.4 4.1 Sport is a lifestyle aspect people feel OK to spend for Children must practice sports in an organized way 1.3 It is worth spending money for your favorite sports 1.2 13
Biking 14
There are more bike owners than those who practice biking regularly as a sport Number of bikes per bike owners No 42% Do you personally own a bike? 1 bike 0% 25% 50% 75% 100% 77.8% 2 bikes 16.9% Yes 58% 3 bike 4+ bikes 3.3% 2.0% Average number of bikes per bike owner: 1.3 Type of bike owned: -MTB 33.2% -Racing type 10.7% -City 10.3% Almost 3 out of 4 bike owners do not know the brand of their bike(s)! Most frequently mentioned are First Bike (4.5%), Ucraina (3.3%) and DHS (2.1%) 15
Many use their bike for transportation, they don t consider it a sport Do you use to ride? No 45% Versus 1% of the population stating they regularly practice cycling or mountain biking as a sport!!! Yes 55% Estimated km/month: -average 35km -75 % less than 20 km/month 16
40% of bike owners have the bike for more than 5 years Since when do you have your bike? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% < 6 months 6-12 months 3.7% 5.8% 1-2 years 18.1% Despite the quite large share of bike owner, it looks like the predominant segment is the traditionalist old city bike. They tend to be older people, mostly mid-class employees or retired, with income 350-700 lei. 2-3 years 18.9% 3-5 years 14.0% over 5 years 39.5% 17
Only 1 in 3 bike owners bought anything related to biking in the last 6 months. Most relevant are spare parts Type of bike products bought Did you purchase any bike products in the last 6 months? spare parts 0% 10% 20% 30% 11.0% Yes 18% clothes, shoes 3.8% No 82% protection gear 2.9% accessories 6.7% 18
One third of the population would like to purchase a bike in the next 6 months. They would not pay the price of a quality bike Who would you like to buy the bike for? Do you intend to purchase a bike in the next 6 months, for you or somebody else? yourself 0% 10% 20% 30% 14.1% Yes 30% friend 1.0% No 70% husband/wife 2.9% child 11.9% Gap in price perception -They would pay for the next purchase: Euro 98 -Fair price for a quality bike Euro 180 Bikes for kids could be sold in the same volumes as the ones for adults 19
Generally, people have a positive attitude towards Sports Totally Agree Attitudes towards Biking Totally Disagree Bike is for kids, not for adults 1 3 5 4.5 Healthy is a catchy trigger for biking Bike tracks are needed in cities I would ride to school or office but I am afraid of cars I would ride to school or office but I am afraid of community dogs 1.3 2.5 3.0 Cars are seen more risky than dogs Women on bike seem to be well perceived It is funny to see a women riding 4.6 I like biking because it is wealthy 1.2 20
Biking Websites Awareness Awareness of Sport Retailers (Aided and Unaided) 0% 5% 10% 15% 20% 25% 30% MyBike.ro Ciclism.ro 10.5% 25.8% 5.5% 20.5% MyBike.ro is best positioned on awareness for biking websites in Romania, both aided and unaided Dirtbike.ro 0.7% 4.3% Assport.ro 0.2% 3.6% Bikeattack.ro 0.2% 3.1% Playbike.ro 2.1% 6.7% Hypersport.ro 2.9% 14.3% Unaided Awareness Aided Awareness 21