STRATEGIC REPORT IAB Poland
INTERNET 2007
POLAND • EUROPE • THE WORLD

ACCESS TO THE INTERNET ONLINE CONSUMERS INTERNET CO...
STRATEGIC REPORT IAB Poland
                                                 POLAND • EUROPE • THE WORLD



              ...
Internet 2007: Strategic report by IAB Poland




     Table of Contents



                     Chapter 1            . . ...
Strategic Report by IAB Polska: Internet 2007




     Dear Readers,

                                     e have the plea...
Polish Yellow Pages on-line?
Yes! But only on www.pkt.pl!




pkt.pl search engine platform provides you with high quality...
Strategic Report by IAB Polska: Internet 2007




     Changes
     at IAB Polska
                        2007 was a year ...
Members of IAB Polska, May 2008
    Company                          Address                      Phone, fax              ...
Strategic Report by IAB Polska: Internet 2007




                         Partnership with IAB
                         E...
Strategy first




ARBOinteractive Poland is a part of ARBOinteractive AG – a company specializing in online and new media...
Strategic Report by IAB Polska: Internet 2007



     CHAPTER 1

     Access to the
     Internet
                        ...
Strategic Report by IAB Polska: Internet 2007




20 countries with the highest number                              Access...
Strategic Report by IAB Polska: Internet 2007




Propotion of Poles using the Internet                                   ...
Strategic Report by IAB Polska: Internet 2007




                     Internet penetration                               ...
Strategic Report by IAB Polska: Internet 2007




                    Reasons for the lack of Internet access             ...
Strategic Report by IAB Polska: Internet 2007




at the lowest positions in European ranking which            Percentage ...
Strategic Report by IAB Polska: Internet 2007




                     The number of broadband connections                ...
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION
Upcoming SlideShare
Loading in...5
×

2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION

2,509

Published on

Strategic report IAB Poland
Internet 2007
Poland, Europe, The World

Published in: Business, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,509
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "2008.09 Strategic report IAB Poland 2007 - ENGLISH VERSION"

  1. 1. STRATEGIC REPORT IAB Poland INTERNET 2007 POLAND • EUROPE • THE WORLD ACCESS TO THE INTERNET ONLINE CONSUMERS INTERNET CONSUMPTION WWW SITES USAGE ADVERTISING ONLINE E-COMMERCE MARKET INTERNET AS A SOURCE OF INFORMATION ON PRODUCTS AND COMPANIES PUBLIC RELATIONS IN THE INTERNET ERA INTERNET MARKET RESEARCH SPECIAL EXTRA SEPTEMBER 2008
  2. 2. STRATEGIC REPORT IAB Poland POLAND • EUROPE • THE WORLD Edited by: Dominik Kaznowski, Piotr Kowalczyk, Magdalena Rówińska, Jarosław Sobolewski The cover features internet maps (router saturation and connections between routers) by Chris Harrison (www.chrisharrison.net) created basing on data Authors: collected within the framework of DIMES project (www.netdimes.org) conducted Krzysztof Adamus, Artur Banach, Olgierd Cygan, Krzysztof Dębowski, Piotr Fiećko, by Tel Aviv University. Andrzej Garapich, Małgorzata Kaczmarczyk, Olga Kamińska, Dominik Kaznowski, Piotr Kowalczyk, Małgorzata Lakowska, Maciej Ledzion, Anna Miotk, Iwona Połóg, Michał Rapacki, Magdalena Rówińska, Rafał Szychowski, Jarosław Sobolewski, Maciej Swoboda, Szymon Szmigiel, Dominik Wartecki www.iabpolska.pl From the Editor W e have the pleasure to present the first comprehensive and exhaustive description of Polish Internet. IAB’s report „Internet 2007: Poland, Europe, the World” is a continuation of four previous reports by that company, enriched with one of key market research elements – a study on advertising expenditure IAB AdEx made in partnership with PricewaterhouseCoopers Polska. In spite of numerous attempts aimed at estimating marketing budgets in the Internet, it took us quite a long time to publish this study – the first one developed in compliance with international standards. The other significant element related to this year’s report is the fact that the first people to read it will be subscribers of "Media & Marketing Polska". This report is the first effect of our partnership with IAB Polska. We are positive that results of our partnership will be noticeable in our magazines „Media & Marketing Polska” and „I-biz”; in the result, our readers will be the best informed players on the e-advertising market. Juliusz Donajski The Editor © VFP Communications Sp. z o.o. ul. Wał Miedzeszyński 630 03-994 Warszawa tel.: 022 514 65 00 faks: 022 740 50 55 www.media.com.pl Special extra Media & Marketing Polska, September 2008 3
  3. 3. Internet 2007: Strategic report by IAB Poland Table of Contents Chapter 1 . . . . . . . . . . . . . . . . . . . .12 Access to the Internet Chapter 2 . . . . . . . . . . . . . . . . . . . .24 Online consumers Chapter 3 . . . . . . . . . . . . . . . . . . . .34 Internet consumption Chapter 4 . . . . . . . . . . . . . . . . . . . .38 WWW sites usage Chapter 5 . . . . . . . . . . . . . . . . . . . .46 Advertising online Chapter 6 . . . . . . . . . . . . . . . . . . . .62 E-commerce market Chapter 7 . . . . . . . . . . . . . . . . . . . .68 Internet as a source of information on products and companies Chapter 8 . . . . . . . . . . . . . . . . . . . .72 Public relations in the Internet era Chapter 9 . . . . . . . . . . . . . . . . . . . .76 Internet market research 4 Special extra Media & Marketing Polska, September 2008
  4. 4. Strategic Report by IAB Polska: Internet 2007 Dear Readers, e have the pleasure to deliver to you the fifth of search engine marketing proved to be quite strong as well. W Strategic Report by IAB Polska Internet 2007 – Poland, Europe, the World. We are glad that it has been recognised as a credible and supportive source of E-advertisements became a true alternative of newspaper ads and gained the share of expenditure market typical for the best developed countries of Western Europe. information on the interactive market in Poland and worldwide E-mail marketing confirmed its efficiency and increased its by representatives of the Internet market and marketing share in the market. The popularity of video contents was also professionals. We are particularly pleased by the fact that this on the increase. anniversary falls on the year which is one of the most successful ones in Polish Internet sector. We are also proud of Editors of the Report the fact that we can for the first time publish results of advertising expenditure in the Internet. As the number of the members of the association grew this 2007 was a special year with respect to advertising year, the Managing Board of IAB decided to invite all interested expenditure in the Internet sector, which is well illustrated by parties to work on this report. The report was developed by results of the IAB AdEx 2007 study performed in partnership 20 experts from leading companies representing almost all with PricewaterhouseCoopers and published herewith. In that branches of interactive marketing. This open character of the year, the Internet medium was also appreciated by players key document marked with the logo of IAB Polska is a symbol active at other media market segments. Many companies of changes which occurred in the organisation. implemented their own Internet strategies. A noticeable trend of seeking new employees and the shortage of experienced Internet Advertising specialists were just two symptoms of the boom. Many Expenditure Study: advertising agencies opened their interactive departments. TV IAB AdEx and radio stations, alongside with newspaper publishers implemented a number of Internet projects. Many large players The initiative to study Internet advertising expenditure, the active on the Internet market changed their strategies and IAB AdEx study, will certainly become an important step in began to launch topical sites not tied to a single brand. The the development of Polish interactive market. IAB’s partner, marketing market in search engines strengthened and grew author of the methodology and the study author in Poland is considerably. The share and development of e-mail marketing PricewaterhouseCoopers Polska Sp. z o.o. (PwC Polska). The also looked promising. New markets of affiliate marketing and results of the 2007 study, published herein are the result of advergaming began to develop; earlier they used to be too partnership between IAB Polska and PwC Polska. Study narrow to function properly. The lifestyle and e-entertainment results presented below were based on data collected by PwC markets simply exploded. One should also take into account Polska from 25 key players on the Polish market. Data the spectacular appearance and development of community collection, segregation and analysis was performed by PwC sites in media environment, involving a multitude of users and Polska, but they were not in any manner audited by PwC. definitely causing a general increase in their number. A contract executed by IAB and PwC Polska envisages Internet became an important part of media plans; the performing the IAB AdEx study every half of the year and a number of units and positions in charge of internet marketing publication of annual results in an annual report on the grew spectacularly among customers, especially when expenditure on advertising in Europe, made jointly by PwC compared with previous years. Graphic advertising retained its and IAB Europe. An identical study has been conducted in strong position on the market of advertising forms. The trend Great Britain for 9 years and became a market standard there. 6 Special extra Media & Marketing Polska, September 2008
  5. 5. Polish Yellow Pages on-line? Yes! But only on www.pkt.pl! pkt.pl search engine platform provides you with high quality Yellow Pages information about business market in Poland. You can find there contacts to companies, products and institutions as well as you can localize them on maps. We offer you contacts to 1 million firms & institutions, over 2 600 maps and the shopping platform with nearly 700 000 products and offers. 0 801 88 66 66 everything and in order www.pkt.pl
  6. 6. Strategic Report by IAB Polska: Internet 2007 Changes at IAB Polska 2007 was a year of revolutionary changes in the operating style of the Association of Internet Employers IAB Polska. It adopted a budget and employed a Director General. In May, the Association opened its new offices, and soon employed a staff of three persons. Internet-related companies appreciated these changes and IAB membership increased from 13 companies at the stage of transforming the Association into a sector union to 32 companies at the end of 2007, including one new ordinary member which is TVP SA. ACTIVITIES IN 2007 One of the first activities undertaken by IAB Polska in 2007 were recruitment of employees and organisation of the work of the office which coordinates the implementation of projects initiated by IAB Polska members. The increased number and activeness of the members led to establishing working groups. The highest level of activity was achieved by the group for search engine marketing, group for e-mail marketing and for video on the Internet. IAB plans large events to be staged in 2008 in the result of the work performed by these groups. Partnership with the Association of Advertising Agencies (Stowarzyszenie Agencji Reklamowych) resulted in creating a document on the good practice on the Internet advertisement market. The document defines the competences and responsibilities of individual entities during advertising campaign, starting from client brief, including co- operation with agencies and media houses and ending with broadcasting the campaign on WWW sites. The office established active contacts with organisers of sector conferences and ensured the participation of IAB Polska lecturers at Polish conferences (which included special panels devoted to the Internet). We also organised training courses in partnership with Digital Strategy Consulting of the United Kingdom. IAB Polska also actively participated in the work of the Union of Associations – Advertising Council (Związek Stowarzyszeń Rada Reklamy). One of the key goals of the Union was to organise Forum IAB 2007 as the largest event on the interactive market in Poland, with the motto of “Creation and Efficiency”. Forum IAB 2007 was held in November at the Radisson Hotel in Warsaw. It had the highest attendance of all conferences on interactive topics staged in Poland that year (400 participants) and its special guests were President IAB Europe Alain Heureux and Deputy President of Viacom Digital Solutions Andy Chen. Speeches by renowned Polish lecturers evoke considerable interest of the guests. The gala event held after the conference at M25 club was combined with the finals of advertising campaign competition MIXX – a brand imported to Poland from IAB USA. The Grand Prix 2007 fell to Opcom agency of Cracow. 8 Special extra Media & Marketing Polska, September 2008
  7. 7. Members of IAB Polska, May 2008 Company Address Phone, fax E-mail WWW 4people.pl Sp.j. ul. Staromiejska 12/2, tel.: 032 790 21 21 kontakt@4people.pl www.4people.pl 40-013 Katowice faks: 032 790 21 11 Ad.Net SA ul. Młynarska 42, tel.: 022 447 32 00 ludmila.krol@adnet.pl www.adnet.pl 01-171 Warszawa faks: 022 447 32 01 AdAction ul. Senatorska 13/15, tel.: 022 829 65 38 kontakt@adaction.pl www.adaction.pl 00-075 Warszawa faks: 022 829 65 55 Agora SA ul. Czerska 8/10, tel.: 022 555 44 44 sprzedaz@agora.pl www.gazeta.pl 00-732 Warszawa faks: 022 555 48 70 ARBOinteractive Polska ul. Altowa 2, tel.: 022 592 45 00 info@arbointeractive.pl www.arbointeractive.pl 02-386 Warszawa faks: 022 489 42 14 Ataxo Sp. z o.o. ul. Dąbrówki 10, tel.: 032 743 74 44 info@ataxo.com www.ataxo.pl 40-081 Katowice faks: 032 743 74 94 Bankier.pl SA ul. Koszykowa 54, tel.: 022 630 82 44 reklama@firma.bankier.pl www.bankier.pl 00-675 Warszawa faks: 022 630 85 83 Bluerank ul. Gdańska 80, tel.: 042 632 33 21 bluerank@bluerank.pl www.bluerank.pl 90-613 Łódź faks: 042 632 15 51 Cormedia Sp.j. ul. Bonifraterska 15/92, tel.: 022 398 38 04 reklama@cormedia.pl www.cormedia.pl 00-203 Warszawa faks: 022 635 15 40 Cube Group Sp. z o.o. ul. Migdałowa 4, tel.: 022 201 32 90 biuro@cubegroup.pl www.cubegroup.pl 02-796 Warszawa faks: 22 201 32 91 . Digital One ul. Dowborczyków 25, tel. 042 677 14 77 info@digitalone.pl www.digitalone.pl 90-019 Łódź faks: 42 677 14 78 Direct Traffic Sp. z o.o. ul. Wołodyjowskiego 83, tel.: 022 201 22 33 sprzedaz@directtraffic.pl www.directtraffic.pl 02-724 Warszawa faks: 022 201 22 39 e-Business Solutions al. 3 Maja 2 lokal 66, tel.: 022 402 09 94 info@e-bs.pl www.e-bs.pl Sp. z o.o. 00-391 Warszawa Eniro Polska Sp. z o.o. ul. Domaniewska 41, tel.: 022 314 20 00 eniro@eniro.pl www.pf.pl 02-672 Warszawa faks: 022 314 20 01 Fast Bridge ul. Altowa 6, tel.: 022 572 33 99 office@fastbridge.pl www.fastbridge.pl 02-386 Warszawa faks: 022 572 33 01 FFCreation Sp.j. ul. Chorągwi Pancernej 43, tel.: 022 858 79 81 office@ffcreation.pl www.ffcreation.com 02-951 Warszawa faks: 022 858 79 79 Grupa Onet.pl SA ul. Wiertnicza 166, tel.: 022 453 31 00 reklama@onet.pl www.onet.pl 02-952 Warszawa faks: 022 453 31 31 Grupa Pracuj Sp. z o.o. Prosta Office Centre, tel.: 022 373 73 00 oferta@pracuj.pl www.pracuj.pl ul. Prosta 51, faks: 022 373 73 01 00-838 Warszawa Interactive Marketing ul. Młynarska 42, tel.: 022 44 73 220 biuro@impartner.pl www.impartner.pl Partner Polska Sp. z o.o. 01-171 Warszawa faks: 022 44 73 201 Interaktywna Sp. z o.o. ul. Okrzei 23, tel.: 0 793 536 365 reklama@firma.fotka.pl www.fotka.pl 03-715 Warszawa faks: 022 211 95 35 Interia.pl SA Al. Jerozolimskie 81, tel.: 022 595 16 00 reklama@firma.interia.pl www.interia.pl XV p. Orco Tower, faks: 012 646 27 10 02-001 Warszawa International Data Group ul. Jordanowska 12, tel.: 022 321 78 00 reklama_online@idg.com.pl www.idg.pl Poland SA 04-204 Warszawa faks: 022 321 78 88 Internetowy Dom Mediowy ul. Jubilerska 10, tel.: 022 211 33 88 agencje@idmnet.pl www.idmnet.pl Net Sp. z o.o. 00-939 Warszawa K2 Internet SA al. Solidarności 74a, tel.: 022 448 70 00 biuro@k2.pl www.k2.pl 00-145 Warszawa faks: 022 448 71 01 Kompan.pl Sp. z o.o. ul. Puławska 469, tel.: 022 486 96 00 kompan@kompan.pl www.kompan.pl 02-844 Warszawa Media Contacts Sp. z o.o. ul. Postępu 13, tel.: 022 843 66 60 office.poland@mediacontacts.com www.mediacontacts.com 02-676 Warszawa faks: 022 843 66 61 Media Direction OMD ul. Ateńska 67, tel.: 022 511 11 20 office@mediadirection.com.pl www.mediadirection.com.pl 03-970 Warszawa faks: 022 511 11 42 Media Regionalne Sp. z o.o. Prosta Office Center, tel.: 022 463 07 00 reklama@mediaregionalne.pl www.mediaregionalne.pl ul. Prosta 51, faks: 022 463 00 77 00-838 Warszawa Mediaedge:cia ul. Dobra 56/66, tel.: 022 55 27 791 tomasz.rzepniewski@mecglobal.com www.mecglobal.com 00-312 Warszawa faks: 022 55 27 770 MindShare Polska Sp. z o.o. ul. Dobra 56/66, tel.: 022 55 27 200 warsaw.reception@mindshareworld.com www.mindshare.pl 00-312 Warszawa faks: 022 55 27 201 Money.pl Sp. z o.o. ul. Kościuszki 29, tel.: 071 337 42 66 reklama@money.pl www.money.pl 50-011 Wrocław faks: 071 337 42 70 Mosqi.to ul. Wigury 13 lok. 10, tel.: 042 636 75 51 ideas@mosqi.to www.mosqi.to 90-302 Łódź NetSprint Sp. z o.o. ul. Bieżanowska 7, tel.: 022 844 49 90 informacje@netsprint.pl www.netsprint.pl 02-655 Warszawa faks: 022 852 20 60 Nowoczesna Firma Sp. z o.o. ul. Flory 9/1, tel.: 022 314 14 00 info@nf.pl www.nf.pl 00-586 Warszawa faks: 022 314 14 10 O2.pl ul. Jutrzenki 177, tel.: 022 398 88 88 info@firma.o2.pl www.o2.pl 02-231 Warszawa faks: 022 398 80 99 Opcom Grupa Eskadra ul. Jeleniogórska 17, tel./faks.: 012 26 80 100 info@opcom.pl www.opcom.plul Sp. z o.o. 30-422 Kraków Performance Media ul. Idzikowskiego 19, tel.: 022 899 03 45 info@perfomance-media.pl www.performance-media.pl 02-704 Warszawa faks: 022 899 15 74 Plasma Media ul. Czeremchowa 28, tel.: 0 501 541 105 agencjareklamowa@plasmedia.pl www.plasmamedia.pl 03-159 Warszawa Point of View ul. Filona 16, tel.: 022 843 50 31 info@pointofview.pl www.pov.pl 02-658 Warszawa faks: 022 843 9 97 Polskie Badania Internetu Al. Jerozolimskie 65/79, tel. 022 630 72 68 biuro@pbi.org.pl www.pbi.org.pl Sp. z o.o. 00-697 Warszawa faks: 022 630 72 67 Polskie Książki Telefoniczne al. Solidarności 128, tel.: 022 632 17 02 w. 400 infodok@pkt.pl pkt.pl Sp. z o.o. 01-195 Warszawa faks: 022 310 62 60 Sare ul. Niedźwiedzia 2c, tel.: 022 852 28 59 biuro@sare.pl www.sare.pl 02-737 Warszawa Synerway SA al. Niepodległości 69, tel. 022 322 73 18 info@synerway.pl www.synerway.com.pl 02-626 Warszawa Telewizja Polska SA ul. J.P Woronicza 17, . tel.: 022 640 22 24 cezary.chmielewski@brtvp.pl www.itvp.pl 00-999 Warszawa faks: 022 640 22 02 Trader.com (Polska) Sp. z o.o. ul. Towarowa 22, tel.: 022 455 33 00 info@trader.pl www.trader.pl 00-839 Warszawa faks: 022 455 33 01 Value Media ul. Fasolowa 31a, tel.: 022 203 60 00 biuro@valuemedia.pl www.valuemedia.pl 02-482 Warszawa faks: 022 863 13 60 Web Search Factory Polska ul. Rajskich Ptaków 55a, tel.: 022 894 41 57 info@websearchfactory.pl www.websearchfactory.pl Sp. z o.o. 02-816 Warszawa faks: 022 894 41 57 Wirtualna Polska SA ul. Sienna 75, tel.: 022 57 63 900 br@wp-sa.pl www.wp.pl 00-833 Warszawa faks: 022 57 63 999 Zanox.de AG ul. Suwak 3, tel. 022 23 21 370 info.pl@zanox.com www.zanox.com/pl 02-676 Warszawa faks: + 49 30 50 96 91 99 Zed Digital ul. Gdańska 27/31, tel.: 022 345 21 40 zed_poland@zeddigital.pl www.zeddigital.pl 01-633 Warszawa faks: 022 345 21 41
  8. 8. Strategic Report by IAB Polska: Internet 2007 Partnership with IAB Europe IAB Polska, operating within the framework of IAB Europe, organised the MIXX Awards interactive campaigns competition as the second European country (after Belgium). We also designated a Polish representative in the worldwide MIA Project initiative which aims at arriving at common currency for the audience measurement studies. 13 representatives of internet companies from Poland participated in the IAB Europe – Interact 2007 congress in Brussels. How about 2008? We will do our best to introduce and popularise events promoting interactive marketing, including IAB Update and IAB Showcase cycles. We shall arrange two single-theme conferences devoted to SEM and video on the web. Another challenge will be a two-day Forum IAB 2008 to be staged in November. We also plan a comprehensive schedule of business-related activities and we hope to attract more participants than last year. At the beginning of June, over 60 representatives of Polish internet sector shall participate in the Interact Congress in Berlin. We also plan to arrange a similar mission to visit OMD trade fair in Düsseldorf this autumn. We also work on a number of major actions whose details will be disclosed in due time. We also count on a dynamic membership increase and on more initiatives from the members. 10 Special extra Media & Marketing Polska, September 2008
  9. 9. Strategy first ARBOinteractive Poland is a part of ARBOinteractive AG – a company specializing in online and new media marketing solutions. ARBOinteractive AG offers advertising networks in its portfolio, which establishes its uniqueness in the terms of reach on online market in Mid and Eastern Europe. The company owns 6 branches – in Poland, Czech Republic, Romania, Turkey and Russia. ARBOinteractive AG represents a part of ARBOmedia AG, the European group dealing with media sales, consulting and advertising campaigns implementation. Polish branch of ARBOinteractive includes ARBOnetwork - an advertising network of nearly 500 affiliated websites, Bizon media – a theme network specializing in business, LOGICSEARCH – a SEM/SEO broker, contextual advertising system - SmartContext, and AdKing – an interactive agency.
  10. 10. Strategic Report by IAB Polska: Internet 2007 CHAPTER 1 Access to the Internet Access to the Internet residents having access to the Internet. However, worldwide although Asia has a low indicator of 13.7%, the presence of Asian users is the best noticeable, as the According to data provided by InternetWorldStats.com, indicator translates into a group of more than 500 20% of world’s population were using the Internet. This million persons, or almost 40% of all Internet users. rate is equivalent to more than 1.3 billion person, which Undoubtedly, this group will strengthen its position, marks an increase by approx. 200 million, as compared mostly due to the presence of Indian and Chinese users. with the previous year. The world’s leader in the Europe ranks second with respect to the number of percentage of Internet users is the U.S.A. with 71.1% Internet users (348 million). However, they constitute only 43.4% of the residents of the whole continent. This proportion is the highest in Scandinavian countries: Access to the Internet worldwide Norway has 88% residents using the Internet (best result worldwide), Iceland has 85.4%, Sweden 77.3%, Country Number % of population Increase Denmark 68.8%. In addition to that, the Netherlands of Internet users (penetration) 2000/2007 have 87.8% of residents using the Internet and Portugal (million) (%) North America 238.0 71.1 120 ranks quite high with its 73.1% of Internet users. Oceania/Australia 19.2 57.1 152 Generally, more than half residents of European Union Europe 348.1 43.4 231 are Internet users (55.7%.) Germans have the highest Latin America 126.2 22.2 599 Internet presence out of all European nations (53.2 Middle East 33.5 17.4 920 million users) followed by Brits (40.4 million), Asia 510.5 13.7 347 Africa 44.4 4.7 883 The World 1319.9 20.0 266 The Netherlands 14.5 87.8 273 Internet Users by Regions Sweden 7.0 77.3 73 Portugal 7.8 73.1 211 North America Asia The rest Luxembourg 0.3 70.6 239 Europe Japan of the world Denmark 3.8 68.8 93 Great Britain 40.4 66.4 162 Germany 53.2 64.6 122 23 Finland 3.3 62.7 71 6 Slovenia 1.3 62.2 317 2010 36 Estonia 0.8 57.8 107 18 Italy 33.1 57.0 151 Austria 4.7 56.7 121 16 Spain 22.8 56.5 324 France 34.9 54.7 310 20 Belgium 5.5 52.8 175 9 Ireland 2.1 50.1 163 Czech Republic 5.1 49.9 410 2005 29 Latvia 1.1 47.4 614 21 Slovakia 2.5 45.9 285 22 Cyprus 0.4 45.2 197 Poland 14.1 36.6 403 Greece 3.8 35.5 280 11 Hungary 3.5 35.2 390 8 Lithuania 1.2 34.2 443 2000 17 Malta 0.1 31.7 218 25 Romania 7.0 31.4 775 39 Bulgaria 2.2 30.0 412 European Union 273.2 55.7 190 % 5 10 15 20 25 30 35 40 Source: Internet World Stats, December 2007 Source: The World Bank, CIA Factbook (2005), Jupiter Research (2006), PWC (2005), Computer Industry Almanac (2006) 12 Special extra Media & Marketing Polska, September 2008
  11. 11. Strategic Report by IAB Polska: Internet 2007 20 countries with the highest number Access to the Internet of Internet users in Poland Country Number of Internet % of residents users (million) (penetration) Internet penetration in Poland is still lower than in USA 210.0 69.6 Western Europe, but the number of Polish Internet users China 132.0 10.0 is growing steadily and fast. A NetTrack study by Japan 86.3 67.1 Millward Brown SMG/KRC conducted at the end of Germany 50.6 61.3 2007 showed that Poland had 12.9 million Internet India 40.0 3.5 Great Britain 37.6 62.3 users over 15 years of age. Basing on that figure, South Korea 33.9 66.1 Megapanel study estimates that the number of Internet France 30.8 50.3 users over 7 is 14.1 million. Compared with 2006 this Italy 30.8 51.7 figure grew by more than 10% (according to NetTrack Brazil 25.9 13.9 data). Internet users constitute 39.5% of persons aged Russia 23.7 16.5 Canada 21.9 67.5 7 and more. Similar data have been provided by the Mexico 20.2 19.0 Main Office of Statistics GUS, which says that in 2006, Spain 19.2 42.7 41% households and 92% companies had access to the Indonesia 18.0 8.0 Internet. 38% households actually used the Internet, Turkey 16.0 21.1 which translates into 39% Poles in the age group of 16- Australia 14.7 70.2 Vietnam 14.5 17.1 -74 who are regular Internet users (at least once a Taiwan 13.8 60.0 week). Compared with previous year, this figure Argentina 13.0 34.0 increased by 5%. Internet usage in Poland is still centred in large cities; Source: Internet World Stats, December 2007 its penetration in cities over 500 thousand residents is almost twice as high as in the countryside. However, the Frenchmen (34.9 million) and Italians (33.1). Poland growth of penetration in previous year was slightly faster ranks 9th in Europe with its 14.1 million Internet users. The Internet is much less common in Eastern Europe. The rate of internet users in Russia, Ukraine or Turkey does not exceed 25%, but due to the size of the The number of Internet users in Poland population, the number of users is quite high anyway; Internet users over 7 years of age (Megapanel) for instance, Russians constitute 8.4% of all European Internet users over 15 years of age (NetTrack) Internet users. The examples below illustrate changes occurring in 15 14.1 the Worldwide Web. In 1995, 66% of all Internet users 3 13.1 9 12.9 in the world were from the USA; now U.S. users constitute only 18%; Vietnam and India are now among 12 7 11.7 the top 20 countries with the highest number of Internet users. India is an excellent example of the potential of 9.6 96 Asian countries, as it has now more Internet users than 9 9 8 8.4 Germany (the country with the highest number of Internet users in Europe), although Internet penetration 4 7.4 in India is as low as 5.3%. One should remember that 6.5 the quantity does not always translate into quality – the 6 5.8 highest number of features in Wikipedia is written in 4.6 English, German, French and Polish, followed by Japanese (although Japan has as many as 87.5 million 3 2.2 of Internet users) while Chinese ranks 12, which is comparatively low. mln 2000 2001 2002 2003 2004 2005 2006 2007 Source: Millward Brown SMG/KRC NetTrack, December 2000-2007, Megapanel PBI/Gemius, December 2004-2007 Special extra Media & Marketing Polska, September 2008 13
  12. 12. Strategic Report by IAB Polska: Internet 2007 Propotion of Poles using the Internet in the countryside than in the cities. Penetration in cities in 2007 grew by more than 4.5% while the increase in Internet users over 7 years of age (Megapanel) the countryside reached 5%. Most probably, the Internet users over 15 years of age (NetTrack) disproportion will be reduced in the coming year, in the result of growing popularity of the Internet. The number 50 of new users from rural areas in 2007 was a number of 42.9 times higher than the number of users from the cities. The majority of Polish users of the Internet is young. 40 38.7 39 39.5 36 36.9 The Megapanel PBI/Gemius study conducted in December 2007 showed that almost all members of age group 15-19 were internet users (2.64 million or almost 30 8 28 94.6% of all Poles in this age bracket). However, the 26 8 6 26.8 penetration in the group over 60 is still only 5.3%, 25.3 24.5 5 21.7 although it grew by half as compared with 2006. 19.3 The trend is quite clear – Internet is used by almost 20 all persons from the age bracket 15-19, by more than 15.2 half of persons from the age bracket 20-29 and by almost half of persons from the age bracket 30-39, 10 every fourth person from the 40-59 bracket and only 7.4 every twentieth person from the over 60 bracket. One should not expect any radical changes here – it seems % quite probable that more than 6 million of Poles over 2000 2001 2002 2003 2004 004 4 2005 005 5 2006 006 6 2007 20 007 60 will not use the Internet; the increasing Internet Source: Millward Brown SMG/KRC NetTrack, December 2000-2007, Megapanel PBI/Gemius, December 2004-2007, GUS Percentage of internet users out of the total number of residents Internet penetration by city/town size in Poland Village Town Average in Poland 60 50 46.8 53.5 50.5 51.6 50 42.1 43.6 39.4 42.4 40 40.5 40 34.4 29.7 30 27.3 30 31 27.3 23.6 20 25 22.2 20 10 13.9 15.7 % % Village Up to 20-50k 50-100k 100-200k 200-500k Over 20 50k 50 100k 100 200k 200 500k 2004 2005 2006 2007 20k residents residents residents residents 500k residents residents Source: Megapanel PBI/Gemius, December 2004-2007, GUS Surce: Megapanel PBI/Gemius, December 2007, GUS 14 Special extra Media & Marketing Polska, September 2008
  13. 13. Strategic Report by IAB Polska: Internet 2007 Internet penetration Forecast – percentage of persons by age groups in Poland with Internet access in Poland 100 94.6 60 80 50 50 47 60 56.7 43 48.7 39 44.7 40 40 34 25.1 30 30 20 5.3 % % 7 14 7-14 15 19 15-19 20-29 20 29 30-39 30 39 40-59 40 59 60+ 2005 2006 2007 2008 2009 2010 Source: Megapanel PBI/Gemius, December 2007, GUS Source: ITU penetration in the latter group will be slow and caused mostly by aging of Poles from groups which are well acquainted with that medium. According to the forecast of the International Propotion of Internet users as compared Telecommunications Union published in 2003, the with total number of residents, percentage of Poles with access to the Internet will grow by age groups up to 50% as late as in 2010. So far, the forecast has been proven valid and, taking into account a slight 7-14 15-19 20-29 30-39 increase of the number of Internet users in 2007 as 40-59 60+ Average in Poland compared with previous years, it may actually turn true. The most frequent reasons for the lack of Internet 100 access in households named by respondents in a study 93.7 94.6 by the Main Office of Statistics (GUS) included, primarily, no need to use the WWW, followed by 80 economic reasons such as to high cost of hardware and 72.8 Internet access. However, it is optimistic that the study 71.4 noted a decrease in responders naming such reasons by 60 51.7 56.7 4-5% as compared with 2006 and 2005. The fourth 46.7 48.7 key reason was insufficient knowledge. The percentage 41.7 44.7 of responders giving such reason increased by 5% in 40 39.6 42.3 39.4 35.4 37.3 three recent years, due to increased number of Internet 34,4 27.1 users and growing group of users with basic and 24.2 25.1 23.6 25 27.2 secondary education. 20 14.8 17.3 Limited technical capability of internet service 3.6 providers was more frequently named as an obstacle in 2 5.3 1.5 obtaining broadband Internet access (21% households % 2004 2005 2006 2007 without fast connection) than as an obstacle to general Source: Megapanel PBI/Gemius, December 2004-2007, GUS access to the Web (9% of households). On the other 16 Special extra Media & Marketing Polska, September 2008
  14. 14. Strategic Report by IAB Polska: Internet 2007 Reasons for the lack of Internet access Share of Internet access services revenue at home (% of total numbers of households in total revenue of operators 3rd quarter without access to the Internet in 2005-2007) of 2007 2005 2006 2007 Cable TV Others Telecoms Poland 41 No need 43 39 9% 32 18% Too high hardware costs 36 36 6% Too high Internet 31 64% access costs 35 33 No revelant 20 3% skills 19 15 No technical 9 infrastructure Netia Dialog for Internet 8 access 8 No mobile telephone operators included Source: Office of Electronic Communications UKE, based on data provided by operators Access 8 to the Internet from other 8 sources 7 share of Telefonia Dialog SA and Netia SA amounted 3 respectively to 3 and 6%. Dislike of the Internet 3 The reach of Internet within population is not the 3 single measure of new solution development. Other 2 important ones include the development of broadband Safety reasons 2 access and the number of arrangements concluded by 1 Internet with public administration entities and % 10 20 30 40 50 companies. In this respect, Poland ranks much lower The study allowed for more than one answers, so the totals do not sum up to 100% than other EU countries and European states without Source: GUS EU membership. According to Eurostat, only 25% of basic public services under research were available via Internet in Poland in 2007, while the average for 27 EU hand, the number of persons meeting technical members was 59. The only two states ranking lower obstacles at the stage of gaining access to the WWW than Poland were Bulgaria (15%) and, surprisingly was three times higher: for 641 thousand or 9% out of enough, Switzerland with 21%. In most European about 7,4 million households it was impossible to countries, the discussed indicator exceeds 50% and in obtain access to the Web, whiles 223 thousand of Austria it amounts exactly to 100%. households (21% of slightly more than one million) The low access to public services results in a very wanted faster connection but encountered problems on low percentage of citizens contacting public offices by the Internet provider side. the Internet: the figure for 2007 was 15% in Poland, The leading Internet provider in the 3rd quarter of while an EU average was on the level of 30%. In this 2007 was Telekomunikacja Polska SA (Telecoms ranking, Poland was ahead of Greece, Bulgaria and Poland). Its share in the revenue from Internet access Romania only. The proportion concerning companies is services amounted to 64% and it was followed by cable better, with 64% companies using Internet for contacts TV operators, with a 18% share in the global figure, with offices in 2007. The figure is close to the EU closely followed by other providers (9% share). The average amounting to 65%. Poland will probably remain 18 Special extra Media & Marketing Polska, September 2008
  15. 15. Strategic Report by IAB Polska: Internet 2007 at the lowest positions in European ranking which Percentage of persons usin' the Internet concern e-government, as the development of e-society for contacting public administration offices does not seem to be the priority of authorities; even if some legal regulations are passed in this respect, their Denmark 58 implementation is usually postponed. This tendency is Norway 55 illustrated by the law of 2001 on introducing electronic Iceland 54 signature – in 2006 the deadline for introducing e- The Netherlands 49 -signature in state administration was postponed until Sweden 47 mid 2008 which means that the implementation of this Luxembourg 44 Finland 43 law has taken 7 years for the Polish state. Last autumn Germany 39 the Ministry of Finance announced that as of April 1st, France 37 2008, residents will have an option to submit their PIT Great Britain 33 returns as of April 1st, 2008. However, the option is EU (15 members) 31 open only for owners of qualified e-signature which Euro countries 30 costs some hundred PLN and requires costly extensions Slovenia 28 in the following years. In addition to that, citizens have Estonia 27 to notify the Revenue Office on their intention to send EU (27 countries) 27 their tax returns by the Internet and to wait until the Ireland 26 head of the Office issues a statement on accepting an Spain 25 electronic tax settlement; waiting time for such decision Austria 24 is a few weeks. In such circumstances, one can hardly Hungary 22 expect large numbers of citizens to use Internet for Belgium 21 sending their tax returns. For comparison, 65% citizens Slovakia 20 of Norway (an e-government leader in Europe according Cyprus 18 to Eurostat) submitted their tax returns online in 2006. Lithuania 18 Luckily, there are considerable chances for Poland to Latvia 17 undergo breakthrough in e-government in 2008. As of Portugal 17 July that year, all companies with employment over 5 Italy 15 persons will be obliged to sign their returns on social Czech Republic 14 Poland 12 insurance contribution (ZUS) with qualified e-signature, Source: Eurostat 2007 Greece 10 which will rapidly increase the number of e-signatures. Bulgaria 4 Companies providing such signatures expect that the Romania 4 requirement may result in a decrease of prices even to PLN 30 for one signature. It is expected that this year % 10 20 30 40 50 60 Polish mobile phone users will be able to use a mobile signature, cheaper than current e-signatures, easier to handle and easier to obtain by individuals. Perhaps 100 residents is 6,8 (Eurostat, 1st half of 2007). The Poland will place better in future Eurostat rankings on e- lowest rate of broadband Internet availability has been -government. noted only in Greece, Romania and Bulgaria. The EU average is almost three times higher than the Polish Broadband Internet proportion and amounts to 18.2 lines per 100 residents. Which is more, the factor grows faster in Although the majority of Poles use broadband other countries – the EU average increased from 14.8 in Internet (90% respondents of NetTrack using Internet at 2006 to 18.2 in 2007 (although the average in 2007 home had a fixed connection with the Internet), Poland was lowered by new members, Romania and Bulgaria), has the lowest broadband penetration compared with while the increase in Poland at the same time was from other developed countries. Although at the end of 2007 3.9 to 6.8. Poland had approximately 3,5 million broadband lines, Poland’s position is slightly better in the ranking of which in absolute figures gives it the 9th place in households with the access to broadband Internet. Europe, however the proportion of broadband lines per According to Eurostat, 30% Polish households has such Special extra Media & Marketing Polska, September 2008 19
  16. 16. Strategic Report by IAB Polska: Internet 2007 The number of broadband connections The rate of households with access per 100 residents to broadband Internet Denmark 37.2 Iceland 76 The Netherlands 33.1 The Netherlands 74 Finland 28.8 Denmark 70 Sweden 28.3 Sweden 67 Luxembourg 24.6 Norway 67 Belgium 23.9 Finland 60 Great Britain 23.8 Luxembourg 58 France 22.3 Great Britain 57 Germany 21.1 Belgium 56 EU (15 members) Germany 50 20.8 Estonia 48 Estonia 20 EU (15 members) 46 Austria 18.4 Austria 46 EU (27 countries) 18.2 Slovenia 44 Spain 16.8 France 43 Italy 15.9 EU (27 countries) 42 Ireland 15.5 Spain 39 Slovenia 15.3 Lithuania 34 Portugal 14.8 Hungary 33 Malta 13.9 Latvia 32 Lithuania 12.7 Ireland 31 Czech Republic 12.2 Portugal 30 Hungary 11.6 Poland 30 Latvia 11.6 Czech Republic 28 Cyprus 11.1 Slovakia 27 Slovakia 6.9 Italy 25 Source: Eurostat 2007 Poland 6.8 Source: Eurostat 2007 Cyprus 20 Greece 6.8 Bulgaria 15 Romania 6.6 Romania 8 Bulgaria 5.7 Greece 7 % 5 10 15 20 25 30 35 40 % 10 20 30 40 50 60 70 80 access, which places Poland ahead of Italy, Czech in Japan, France, Sweden or Finland is below 0.5 USD. Republic and Slovakia. However, as compared with Regrettably, Poland is far behind other countries with ranking of 2006, Poland has been taken over by respect not only to the access to broadband Internet, but Hungary, Lithuania and Ireland. The distance between also to its price. Poland and other EU countries is increasing, as the proportion of households with access to fast Internet increased in Poland by 8% throughout the year, while the average EU increase in the same period was 10%. Conclusions from Eurostat data are confirmed by a OECD report, which says that the average speed of broadband connections in Poland was 4.2 Mb/s, while the average speed of all OECD states was 13.7 Mb/s. The cost of 1 Mb/s in Poland is at least 6.5 USD, while 20 Special extra Media & Marketing Polska, September 2008

×