Northstar Research · Reference library
Romanian Marketing Statistics Reference Library
Last updated 14 September 2026 · 32 individually sourced rows
Editorial introduction
Marketing statistics are easy to repeat and surprisingly easy to mislabel. This library is designed to make Romanian digital data easier to use without erasing the definitions behind it.
A platform's potential advertising audience is not necessarily its monthly active user base. A registered-member count is not the same as active users. Search-engine usage share is not the same as population penetration. Every row therefore keeps its source, period and definition visible.
This library launches with 32 verified rows and is designed to grow past 100 as further datapoints are individually verified against the original sources. The headline only says “100+” once that count is genuinely exceeded.
Digital access & connectivity
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Fixed connectivity position | Strong fixed connectivity, limited business technology uptake | Romania | 2026 reporting | Qualitative Commission assessment, not a numeric score | European Commission | Report page updated 24 August 2026. | 14 September 2026 |
Internet usage
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Internet users | 17.7 million | Romania | End of 2025 | Estimated individuals using the internet | DataReportal | Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people. | 14 September 2026 |
| Internet penetration | 94.0% | Romania | End of 2025 | Internet users as a share of total population | DataReportal | Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people. | 14 September 2026 |
Mobile connections
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Active cellular mobile connections | 25.5 million | Romania | Late 2025 | Connections, equivalent to 135% of population | DataReportal | One person can hold several connections; this is not a count of mobile users. | 14 September 2026 |
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Facebook advertising audience | about 10.3 million | Romania | Late 2025 | Potential reach reported by Meta's advertising resources | DataReportal | Ad-planning reach, not monthly active users. | 14 September 2026 |
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Instagram advertising audience | about 6.0 million | Romania | Late 2025 | Potential reach reported by Meta's advertising resources | DataReportal | Ad-planning reach, not monthly active users. | 14 September 2026 |
TikTok
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| TikTok advertising audience | about 8.71 million | Romania | Late 2025 | Adults aged 18+ reported by TikTok's advertising resources | DataReportal | Ad-planning reach for adults only, not total users. | 14 September 2026 |
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| LinkedIn registered members | about 5.30 million | Romania | Late 2025 | Registered members reported by LinkedIn's advertising resources | DataReportal | A member count. Do not label this as monthly active users or compare it directly with Meta or TikTok reach. | 14 September 2026 |
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Reddit advertising audience | about 3.40 million | Romania | Late 2025 | Potential reach reported by Reddit's advertising resources | DataReportal | Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people. | 14 September 2026 |
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Pinterest advertising audience | about 3.48 million | Romania | Late 2025 | Potential reach reported by Pinterest's advertising resources | DataReportal | Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people. | 14 September 2026 |
X
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| X advertising audience | about 1.73 million | Romania | Late 2025 | Potential reach reported by X's advertising resources | DataReportal | Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people. | 14 September 2026 |
Search engines
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Google search-engine usage share | 97.27% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
| Bing search-engine usage share | 1.8% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
| DuckDuckGo search-engine usage share | 0.33% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
| Yandex search-engine usage share | 0.30% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
| Yahoo search-engine usage share | 0.18% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
| Ecosia search-engine usage share | 0.06% | Romania | August 2026 | Statcounter observed usage share of search referrals | Statcounter Global Stats | Observed usage-share measurement across Statcounter's tracked pages, not a population survey. | 14 September 2026 |
Ecommerce
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Internet users who bought or ordered online | 60% | Romania | 2024 | Share of internet users buying or ordering goods/services online | Eurostat | Share of internet users who bought or ordered online, 2024 reference year. | 14 September 2026 |
| Change in online shopping share since 2014 | +43 percentage points | Romania | 2014 to 2024 | Change in the share of internet users buying or ordering online | Eurostat | Share of internet users who bought or ordered online, 2024 reference year. | 14 September 2026 |
| Internet users aged 16–74 who bought online in the previous 12 months | 74.3% | Romania | 2025 | Previous-12-month measure among internet users aged 16–74 | ARMO | ARMO citing INS data. Not directly comparable with the Eurostat 2024 release. | 14 September 2026 |
| Romanians making online purchases | approximately 5.9 million | Romania | First three months of 2025 | People who made at least one online purchase in the period | ARMO | ARMO reports INS (Romanian official statistics) data for internet users aged 16–74. | 14 September 2026 |
| Ecommerce as a share of GDP | expected 3.5% | Romania | 2025 | Expectation reported by ARMO citing the European E-Commerce Report 2025 | ARMO | An expectation for the year, not a measured outcome. | 14 September 2026 |
| Romania's European ranking by e-GDP | ninth | Romania | 2025 | Position reported by ARMO citing the European E-Commerce Report 2025 | ARMO | ARMO cites the European E-Commerce Report 2025; figure is an expectation, not an outcome. | 14 September 2026 |
| EU internet users who bought or ordered online | 78% | Romania | 2025 | EU-level context figure, not Romania-specific | Eurostat | EU-level context; country figures used only where explicitly available. | 14 September 2026 |
SME digitalisation
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| SMEs at least at basic digital intensity | around 44% | Romania | 2025 | Share of SMEs reaching at least basic digital intensity | European Commission | Business digital intensity figures refer to 2025 reporting. | 14 September 2026 |
| SMEs at high or very high digital intensity | 21.7% | Romania | 2025 | Share of SMEs at high or very high digital intensity | European Commission | Business digital intensity figures refer to 2025 reporting. | 14 September 2026 |
| EU average of SMEs at high or very high digital intensity | 32.7% | Romania | 2025 | EU comparison figure for the same indicator | European Commission | Business digital intensity figures refer to 2025 reporting. | 14 September 2026 |
| SMEs at least at basic digital intensity, earlier reading | less than 27% | Romania | 2023 | Earlier reading of the same indicator, shown for context | European Commission | Business digital intensity figures refer to 2025 reporting. | 14 September 2026 |
Digital skills and technology adoption
| Metric | Value | Geography | Reference period | Definition / denominator | Source | Methodology note | Last checked |
|---|---|---|---|---|---|---|---|
| Constraints flagged for Romania | Digital skills and business technology uptake | Romania | 2026 reporting | Qualitative Commission assessment | European Commission | Report page updated 24 August 2026. | 14 September 2026 |
Update policy
The library is reviewed quarterly. Historical periods are never relabelled to make data appear newer. When a source publishes a new period, the headline row is added or replaced while keeping the source date and, where useful, a historical comparison. Updates are made manually or through permitted access, never by scraping in breach of a source's terms.
Sources
- DataReportal — Digital 2026: Romania Late-2025 data used for 2026 planning. Platform figures are advertising-planning audiences or registered members, not verified unique people.
- European Commission — Romania 2026 Digital Decade Country Report Report page updated 24 August 2026.
- European Commission — Country Report Romania 2026 Business digital intensity figures refer to 2025 reporting.
- Statcounter Global Stats — Search Engine Market Share Romania Observed usage-share measurement across Statcounter's tracked pages, not a population survey.
- Eurostat — Digitalisation in Europe 2026 EU-level context; country figures used only where explicitly available.
- Eurostat — Online shopping in the EU keeps growing (2024 data) Share of internet users who bought or ordered online, 2024 reference year.
- ARMO — Romanian ecommerce and GDP, 2025 ARMO cites the European E-Commerce Report 2025; figure is an expectation, not an outcome.
- ARMO — Online shopping in Romania, 2025 ARMO reports INS (Romanian official statistics) data for internet users aged 16–74.
Where to go next
Citing this library
Journalists, students and marketers may cite this compilation, but the underlying source listed on each row should remain part of the attribution chain.
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