Mobile phones - lifestyle or necessity?

"Romanians change mobile phones as they change socks"

According to a recent market study, one out of three Romanians change their mobile phones every 6 months. 

If we compare this with the Americans' buying behavior, they change their mobile phones every 3 years.

Irrational behavior I would say if we think that the average monthly income is EUR 470. However, as for everything, there IS AN EXPLANATION.

For Romanians, mobile phones are fashion and lifestyle objects. Mobile phones are used as artifacts of a certain life quality or social status that people aim to have. So it happens that even though some don't afford it, Romanians feel the need to own the latest technology, the most fashionable mobile phone and to show off with it. 

Post-communist Romania is a materialistic society. In this Romania, material objects such as a German car brand, a Nokia or Samsung mobile phone, play an essential role for one's image in the society. 

This behavior is somehow explainable by the political history. In communist times, all people were almost uniform in what they owned. Now when they have a wide variety of goods on the market and they have the possibility to buy them, they try to differentiate from another by owning sometimes extravagant material goods. 

However, I believe that Romania as EU member will change. Its citizen will learn from their EU peers that showing off doesn't bring too much long-term. Thus, they will prioritize their investment and will put more emphasis on: their homes, cultural and sport activities and health / wellness. They will understand that one doesn't show its quality of life by the car he/she drives, or the phone he/she speaks on, 

BUT

by the cosiness of one's house, by the overall image, especially the appeal of healthy and fit person, who feels good in its body and who enjoys a rich cultural life.