Internet
                  Strategic report IAB Poland


                           2008
POLAND • EUROPE • WORLD




     ...
Report prepared by:

Andrzej Garapich, Piotr Kowalczyk, Iwona Połóg, Magdalena Rówińska, Jarosław Sobolewski




Authors:
...
Internet 2008




     Table of contents:

                     Chapter 1: Polish Internet market

                       ...
Internet 2008




     Dear readers,




                        Year 2008 has been the best in the history          of In...
Internet 2008




                         We are satisfied with the popularity of                    In 2008 we have encou...
Internet 2008: Polish Internet market




     CHAPTER 1



     POLISH
     INTERNET MARKET
                     Internet...
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                     Internet in Europe
                        In Europe almost...
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                     Internet access in Poland
                        Internet ...
Internet access




Internet access                                                                                       ...
Internet 2008: Polish Internet market




                     Internet users education                                   ...
Internet access




  Broadband connection                                                                                ...
Internet 2008: Polish Internet market




                     Online consumers




                     Education and pro...
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Professional status of Polish Internet users                                          people at schoo...
Internet 2008: Polish Internet market




                     Internet and gender                                        ...
Online consumers




Structure of Internet users according
to their residence (town/village)

      Town                  ...
Internet 2008: Polish Internet market




                     Activity of Polish Internet users (2008)

                 ...
Online consumers




one hit has not dropped down – it is still under                             used more frequently. At...
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IAB Poland 2008

  1. 1. Internet Strategic report IAB Poland 2008 POLAND • EUROPE • WORLD SPECIAL SUPPLEMENT TO AUGUST-SEPTEMBER 2009
  2. 2. Report prepared by: Andrzej Garapich, Piotr Kowalczyk, Iwona Połóg, Magdalena Rówińska, Jarosław Sobolewski Authors: Karina Adaszak, Adam Chowański, Jacek Chruściany, Krzysztof Dębowski, Piotr Dębski, Łukasz Duda, Marta Dzikiewicz, dr Andrzej Garapich, Paweł Haltof, Jacek Jankowski, Dominik Kaznowski, Xawery Konarski, Daniel Kotyras, Piotr Kowalczyk, Agata Kozak, Adam Kwaśniewski, Beata Mosór, Michał Owczarek, Piotr Panasiuk, Bartosz Piński, Iwona Połóg, Paweł Sala, Iwona Sienicka, Grzegorz Sławatyński, Jarosław Sobolewski, Robert Stalmach, Tomasz Teodorczyk, Teresa Wierzbowska-Smolarek, Mariusz Woźnicki, Borys Wróbel Contact IAB Poland: WWW: Związek Pracodawców Branży Internetowej Iabpolska.pl „Interactive Advertising Bureau Polska” Iabpolska.blip.pl ul. Targowa 34, lokal 43 Iabkonferencje.pl 03-733 Warszawa Forumiab.pl phone: 022 698 69 70 Mixx-awards.pl fax: 022 698 15 49 Iabupdate.pl Editor’s note: This is the second edition of the most competent and in-depth report describing Polish Internet as a rightfull medium for marketing communication. The most interesting feature of this edition is proba- bly the way Internet has been presented; in the first part we describe it as phenomena (Polish inter- net market) and as marketing communication medium in the second part (Online advertising). This report is a result of cooperation between our publishing house with IAB Poland. This cooperation includes several areas: this report, IAB Update meetings, IAB Poland and IAB Europe congresses, pages of “Media & Marketing Polska”. We believe that the data presented in this report will enable our readers to familiarize more deeply with the commercial side of Internet, which will translate into real successes in the future. Juliusz Donajski 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 August-September 2009 Special supplement to „Media & Marketing Polska” 3
  3. 3. Internet 2008 Table of contents: Chapter 1: Polish Internet market Internet access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Online consumers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Internet communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38 Polish hosting and domain registration market . . . . . . . . . . . . . . . .41 Usability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45 Website ratings in Poland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47 Chapter 2: Online advertising Online advertising expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 Display advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Video in Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56 Behavioural targeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59 How to measure engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . .61 SEM – Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . .64 E-mail marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69 Mobile marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Advertising in games . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75 Word of mouth marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78 Appendix: Internet advertising and law – selected issues . . . . . . . . .80 Chapter 3: Electronic trading Classifieds and yellow pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82 Auctions and e-commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 4 Strategic report IAB Poland
  4. 4. Internet 2008 Dear readers, Year 2008 has been the best in the history of Internet market functioning in our country, for the online advertisement market in Poland. starting from the information on consumers 50 percent of Poles are using Internet today. and following to the legal issues relating Companies are not able to imagine daily operating to conducting Internet advertising. This report without using this medium, and online campaigns has been prepared by more than 30 authors who have gained significant share in the ads budgets. have been supporting everyday activities of IAB Experts’ prognoses in our organization have been Poland with their expert knowledge in the confirmed and the expenses on the interactive working groups, giving the lectures during the advertising have exceeded PLN 1 billion. Even more conferences as well as educating young staffs surprising was maintaining very strong growth during the university classes. This year we have dynamics of the Internet ad market that was limited number of chapters which was only 57 percent year to year; despite of the noticeable editorial operation, because finally we have symptoms of economic slow down at the end of the extended the range of issues presented. Having year. The main advertising segment in the Internet in mind the previous year’s interest, this year is still graphic advertising. Important positions for the second time we are planning to issue the occupy as well: ads in the search engines as well as report in English as well. advertisements and yellow pages. Also e-mail marketing is still maintaining its important IAB Poland 2008 position. It is worth noticing that 2008 was a year development time of coming out to the broader arena of new After difficult first year of operating in new segments. Community services have entered for formula, 2008 has been the time of strong good the canon of preferences of Polish Internet development and implementation of plans initially users and have introduced new forms of ads basing outlined in 2007. Number of organization on the interaction between them. Majority of the members has doubled, increasing from 33 to 67. Polish interactive media have introduced offers for We can definitely say that we accomplished target and behavioral campaigns trying to follow much more than we were assuming. The most the trends in the most developed markets. We important activity for the market was certainly shouldn’t forget about the growth of popularity of research projects conducted by us, including qualifying marketing as well as introduction of IAB AdEx completed together with PwC. whispering marketing. Incomes earned by We have successfully completed yearly interactive agencies have reached over PLN 100 research for 2007 and summed up the expenses million and the level of completion of national for the first half of 2008. Our data was included campaigns has been recognized by juries of in the European results of AdEx research. international contests. It becomes even more important if we perceive At the end we would like to wish our branch as it as an opportunity to promote our country on successful years in the future. the European arena, when 10-20 percent of campaigns are conducted in several countries Editorial meeting simultaneously. We want Poland to join the group This report is a sixth yearly summary of countries where such campaigns are run of activities in many different dimensions regularly. 6 Strategic report IAB Poland
  5. 5. Internet 2008 We are satisfied with the popularity of In 2008 we have encountered for the first conferences and meetings organized by our time the necessity to personally represent the bureau. We have organized over 20 of them. IAB interests of interactive branch when contacting 2008 Forum has been visited by 650 guests, both the government agencies in relation to the well Polish as well as foreigners, and 400 people took known case of pop up advertising conducted by part in the award gala of the Mixx Awards contest Office of Competition and Consumer Protection. for the best Internet campaigns. We have been We have undertaken the role of mediator developing IAB Update cycles and each of them has between the bodies acting on our market and at gathered more than 350 participants, and IAB the same time we have cooperated with other Show case – addressed at marketers exclusively, organizations on the national level. We have been a series of meetings presenting the best national working together with SAR and “Advertising case studies. We have visited Cracow, Wroclaw Council” Associations Union, where we have and Tricity presenting the series of IAB Meeting. introduced two our representatives as judges Within the framework of marketing workgroup in – Dominik Kaznowski and Olgierd Cygan – who the search engines and in cooperation with IDG seat in the adjudication panel of the Advertising we have successfully prepared two day conference Ethics Committee. – SEM 2008. During those events the presence On the international arena we have been acting of clients that rarely visit branch events was in cooperation and within the framework of IAB particularly valuable. We have tried to support Europe. The success of our Polish IAB became an companies and organizations which try to organize example for Central and Eastern European individually or in collaboration local events aiming at countries. IAB Poland has supported development introducing interactive marketing, including among of local IAB branches in Hungary and Croatia. others: Media-trendy, Impactors, IDG conferences, Apart from participating in European AdEx, E-rewolucja biznesu, Tubes, Netcamps, and IT Andrzej Garapich PhD, president of PBI, Party. An interesting opportunity to establish ties representing IAB participated in the world and contacts on the international level was the initiative of MIA Project aiming at creating trip taken by the group of 70 representatives of methodology for comparing the ways of measuring our interactive market to the Interact congress the number of users in individual countries. organized by IAB Europe in Berlin. We pay Thanks to the large number of users significant attention to the process of self- participating in the research, Poland has become regulation through the documents of one of the main most active markets in the recommendation, best practices and work research. standards prepared in the Workgroups. The following groups have been conducting their works The success of 2008 activities was in 2008: interactive agencies, best practices in significantly driven by cooperation with: display advertising, e-mail marketing, SEM, Grzybowski & Grzybek Law Firm, PRActions networks, video and local searching. Unfortunately company as well as Kompan.pl and Opcom not all the works are continued at the moment companies which support development of our and not all of them have reached the assumed communication tools in the network. It is goals. Because of that at the end of the year impossible to name all the persons who coordinator of workgroups has been employed contributed to the development of our – Jacek Wownysz who is responsible for active organization this year. Nevertheless we would animation of those activities. like to thank all of them. 8 Strategic report IAB Polska
  6. 6. Internet 2008: Polish Internet market CHAPTER 1 POLISH INTERNET MARKET Internet access World Internet According to the InternetWorldStats.com internet users live in Asia (over 657 million), and almost 24 percent of the world population has in percentage terms the leader is the North been using Internet in 2008, which makes it America, where almost three quarters of almost 1.6 billion people. The largest number of residents use the network. World Internet users Region Population Internet Internet Penetration Growth Percent users users (population 2000-2008 of Internet in 2000 in 2008 percent) (in %) users in the world Africa 975,330,899 4,514,400 54,171,500 5.6 1 100.0 3.4 Asia 3,780,819,792 114,304,000 657,170,816 17.4 474.9 41.2 Europe 803,903,540 105,096,093 393,373,398 48.9 274.3 24.6 Middle East and Central Asia 196,767,614 3,284,800 45,861,346 23.3 1 296.2 2.9 North America 337,572,949 108,096,800 251,290,489 74.4 132.5 15.7 Latin America 581,249,892 18,068,919 173,619,140 29.9 860.9 10.9 Australia and Oceania 34,384,384 7,620,480 20,783,419 60.4 172.7 1.3 The world 6,710,029,070 360,985,492 1,596,270,108 23.8 342.2 100.0 Source: InternetWorldStats.com, 2008 Users according to regions Internet penetration according to regions North Asia 657.2 America 74.4 Australia Europe 393.4 and Oceania 60.4 North Europe America 251.3 48.9 Latin Latin America America and 173.6 and Caribbean 29.9 Caribbean Middle East Africa 54.2 and Central Asia 23.3 Middle East and Central Asia 17.4 45.9 Asia Australia Africa 5.6 and Oceania 20.8 Million 100 200 300 400 500 600 700 800 World average 23.8 Source: InternetWorldStats – www.internetworldstats.com/stats.htm, 2008 % 10 20 30 40 50 60 70 80 Source: InternetWorldStats – www.internetworldstats.com/stats.htm, 2008 12 Strategic report IAB Poland
  7. 7. Internet 2008: Polish Internet market Internet in Europe In Europe almost 400 million people have Internet the highest (Island – 90 percent, Norway – 86 per- connection, which means that nearly every second cent, Finland – 83 percent). In percentage terms (48.9 percent) resident of the continent uses the the lowest number of internet users lives in Albania network. The most privileged are residents of Scan- – 16 percent, Moldova – 16.2 percent and Vatican dinavia where the percentage of internet users is – 16.9 percent. Country Population Internet Penetration Growth Percentage estimated users (percentage 2000-2008 of Internet users in 2008 in 2008 of population) (in %) in Europe Albania 3,619,778 580,000 16.0 23,100.0 0.1 Andorra 82,627 58,900 71.3 1,078.0 0.0 Austria 8,205,533 5,601,700 68.3 166.7 1.4 Belarus 9,685,768 2,809,800 29.0 1,461.0 0.7 Belgium 10,403,951 7,006,400 67.3 250.3 1.8 Bosnia and Herzegovina 4,590,310 1,441,000 31.4 20,485.7 0.4 Bulgaria 7,262,675 2,368,000 32.6 450.7 0.6 Croatia 4,491,543 1,984,800 44.2 892.4 0.5 Cyprus 792,604 324,880 41.0 170.7 0.1 Czech Republic 10,220,911 4,991,300 48.8 399.1 1.3 Denmark 5,484,723 4,408,100 80.4 126.1 1.1 Estonia 1,307,605 854,600 65.4 133.1 0.2 Finland 5,244,749 4,353,142 83.0 125.9 1.1 France 62,150,775 40,858,353 65.7 380.7 10.4 Germany 82,369,548 55,221,183 67.0 130.1 14.0 Gibraltar 28,002 9,853 35.2 515.8 0.0 Greece 10,772,816 4,932,495 46.0 393.2 1.3 Hungary 9,930,915 5,215,400 52.5 629.4 1.3 Island 304,367 273,930 90.0 63.1 0.1 Ireland 4,156,119 2,410,549 58.0 207.5 0.6 Italy 58,145,321 28,388,926 48,8 115.1 7.2 Kosovo 1,794,984 377,000 21.0 0.0 0.1 Latvia 2,245,423 1,324,800 59.0 783.2 0.3 Liechtenstein 34,515 23,000 66.6 155.6 0.0 Lithuania 3,565,205 2,103,471 59.0 834.9 0.5 Luxemburg 486,006 363,900 74.9 263.9 0.1 Macedonia 2,061,315 906,979 44.0 2,923.3 0.2 Malta 403,532 95,000 23.5 137.5 0.0 Moldova 4,324,450 700,000 16.2 2,700.0 0.2 Monaco 32,835 20,000 60.9 185.7 0.0 Holland 16,645,313 13,791,800 82.9 253.6 3.5 Norway 4,644,457 3,993,400 86.0 81.5 1.0 Poland 38,500,696 20,020,362 52.0 615.0 5.1 Portugal 10,676,910 4,249,200 39.8 70.0 1.1 Romania 22,246,862 7,430,000 33.4 828.8 1.9 Russia 140,702,094 38,000,000 27.0 1,125.8 9.7 San Marino 29,973 15,600 52.0 524.0 0.0 Serbia 8,032,338 2,602,478 32.4 550.6 0.7 Slovakia 5,455,407 3,018,400 55.3 364.4 0.8 Slovenia 2,007,711 1,300,000 64.8 333.3 0.3 Spain 40,491,051 28,552,604 70.5 429.9 7.3 Sweden 9,045,389 7,295,200 80.7 80.2 1.9 Switzerland 7,581,520 5,762,700 76.0 170.0 1.5 Turkey 75,793,836 26,500,000 35.0 1,225.0 6.7 Ukraine 45,994,287 6,700,000 14.6 3,250.0 1.7 Great Britain 60,943,912 43,753,600 71.8 184.1 11.1 Vatican 549 93 16.9 0.0 0.0 Jointly 803,903,540 393,373,398 48.9 274.3 100.0 Source: InternetWorldStats.com, 2008 14 Strategic report IAB Poland
  8. 8. Internet 2008: Polish Internet Market Internet access in Poland Internet range in Poland is still lower than in Western European countries. Nevertheless, compared to the European Union countries the number of Polish Internet users is growing very quickly. According to the Net Track research conducted by Millward Brown SMG/KRC company in December 2008 there were 13,750,500 Internet users of 15 years old or older, which gives us 45.6 percent of population. Megapanel PBI/Gemius research takes into account internet users of over 7 years old and in December 2008 there were 15,523,000 of such users. Internet access in Poland Internet users over 15 years old (NetTrack) information in the brackets – what percentage of population they are the percentage of Internet users of over 7 years old (Megapanel) 2000 2.2 (7.4%) 2001 4.6 (15.2%) 2002 5.8 (19.3%) 6.5 (21.7%) 2003 7.4 (24.5%) 2004 9 8.4 (28%) 2005 9.6 11.7 (38.7%) 2006 13.1 12.9 (42.9%) 2007 14.1 13.8 (45.6%) 2008 15.5 Million 5 10 15 20 Source: Millward Brown SMG/KRC NetTrack, XII 2000-2008, Megapanel PBI/Gemius, XII 2004-2008 16 Strategic report IAB Poland
  9. 9. Internet access Internet access Internet users age in the households Internet is a medium used by young people. According to the European Commission data, Age is the most important factor that diversifies 48 percent of households in Poland are provided Internet users and people who do not use the with Internet access. It ranks Poland eighth from network. According to the research institute the end on the list of 27 countries. GfK Polonia, in the youngest age groups almost every person is connected to Internet. Internet access Percentage of Internet users in the households in individual age groups in Poland EU 27 countries 60 15-19 96 EU 25 countries 62 EU 15 countries 64 20-24 88 Holland 86 25-29 80 Island* 84 Norway 84 30-34 72 Sweden 84 35-39 68 Denmark 82 Luxembourg 80 40-44 64 Germany 75 Finland 45-49 48 72 Great Britain 71 50-54 38 Austria 69 France 62 55-59 33 Belgium* 60 60-64 22 Malta 59 Slovenia 59 65-69 10 Estonia 58 Slovakia 70-75 5 58 Ireland* 57 % 20 40 60 80 100 Latvia 53 Source: GfK Polonia Net Index, III 2009, population: Poles 15-75, n=950 Spain 51 Lithuania 51 Poland 48 Czech Republic 46 Portugal 46 Cyprus 43 Italy 42 Hungary* 38 Greece 31 Romania 30 Bulgaria 25 % 20 40 60 80 100 Source: European Commission, 2008. Research on age group of 16-74 years old *Data for 2007 August-September 2009 Special supplement to “Media & Marketing Polska” 17
  10. 10. Internet 2008: Polish Internet market Internet users education Reasons for refraining A factor that diversifies Poles using and not from using the Internet using Internet is education. According to a very During the past two years the dynamics of Internet interesting research project completed by CBOS users’ growth has slowed down. The reasons that the centre and research team of Gazeta.pl portal, people examined by GUS gave to answer the question Internet is used by 85 percent of people with why they do not feel the need to get an Internet higher education and only 35 percent of people connection are very interesting. Year by year the with vocational education. number of persons that indicate financial issues is decreasing. At the end of 2008 only 29 percent of people have indicated that their reasons relate to too high costs of equipment, and 26 percent stated that the reason is too high access cost. Financial barrier is Polish Internet users education becoming less and less important reason, because of which 52 percent of Polish households are still not Incomplete primary 11 connected to the Internet. On the other hand, the number of persons that, as an answer to the lack of Primary 9 Internet connection, state: “I don’t feel the need” is Middle school growing. It is alarming that 45 percent of Poles openly 93 declare that they do not feel the need to get an Vocational 35 Internet access. Secondary, no A level certificate 52 Secondary, Reasons for refraining A level certificate 73 from using the Internet Secondary vocational, no A level certificate 53 2008 2007 2006 Secondary vocational, A level certificate 63 45 No need 41 Post-secondary 69 43 Higher holding a degree of engineer, bachelor, 85 29 Too expensive registered economist equipment 32 Higher holding MA or PhD 36 85 % 26 20 40 60 80 100 Too expensive access cost 31 Source: „A portrait of Internet user” CBOS and Gazeta.pl, 2008 35 23 Lack of skills 20 19 Internet 8 connection 8 somewhere else 8 Lack of technical 7 capabilities to connect 9 to the Internet 8 5 Aversion to Internet 3 3 Security 2 reasons 2 2 %* 10 20 30 40 50 Source: GUS, 2006, 2007, 2008, research on 16-74 years old *Total number of households without Internet access. More than one 18 Strategic report IAB Poland
  11. 11. Internet access Broadband connection European Union developed countries. In 2008, Although straight majority of Polish Internet in relation to the number of connections of over users use the Internet via broadband connection 144 Kb/s type bandwidth, Poland has been ranked (according to the Net Track research, 90 percent the last among 27 EU countries. Poland’s of responders using Internet at home declare position has deteriorated; in 2007 our country having always-on Internet access), in terms of was overtaken by Greece and Romania. broadband Poland holds far position behind the Broadband connection June 2008 January 2009 Population 38,115,000 38,115,000 Number of households 13,337,040 13,337,040 Number of all broadband 4,878,148 5,534,549 Total penetration (in percentage) 12.80 14.50 Total penetration in households (in percentage) 36.60 41.50 Number of stationary broadband 4,065,118 4,440,774 Total penetration – stationary access (in percentage) 10.70 11.70 Total penetration in households (in percentage) 30.50 33.30 Mobile Internet (number of modems) 733,243 1,064,158 Mobile access (in percentage) 1.90 2.80 Penetration of number of modems in households (in percentage) 5.50 8.00 Source: Office of Electronic Communication, report „Retail market of broadband access”, VI 2008, I 2009 Broadband connection in European Union 2008 2007 37.4 37.2 35.8 40 33.1 32.5 30.7 35 28.8 27.3 28.3 27.5 26.6 26.3 26.2 30 24.6 24.3 23.8 23.9 23.6 22.3 21.7 20.8 21.1 20.8 20.5 25 20.0 19.5 19.1 18.8 18.1 18.4 18.2 16.8 16.3 15.8 16.1 16.0 15.8 15.9 20 15.5 15.7 15.3 14.8 13.9 12.7 12.2 11.6 11.6 11.1 11.2 10.7 15 9.5 9.6 9.6 10 6.8 6.9 6.6 6.8 5.7 5 % De ies en d in g um y ce nia ia lta d ia ain ly a ia us Po ic l y ce ia ia d ria ies Ho k nd ga an ar tvi Gr inlan ur lan lan Ita ar str Lu Brita en l an an ak ub Ma an pr ed ee lga tr to Sp rtu lla lgi ng bo ntr La rm nm un ov Au ov hu m Ire Po Cy ep Fr Es Gr Sw Be Bu Hu m ou F Ro Ge Sl Sl co Lit t hR ea xe c 15 27 ec EU Cz EU Source: European Commission, 2007, 2008 August-September 2009 Special supplement to “Media & Marketing Polska” 19
  12. 12. Internet 2008: Polish Internet market Online consumers Education and professional status Education of Polish Internet users of 18+ Internet users in Poland are representing higher than average social and material status, University Primary Middle and incomplete primary school and most of the time they are well educated. Percentage of persons holding university degree 2.4% 2.8% is much higher than in the population and is 18.7 percent. Another 18.8 percent of users have postsecondary, college or incomplete 23% 15% university education. Moreover significant group of Internet users is a group of people with secondary and incomplete secondary education 23.2% 33.6% (33.9 percent). Comparing to 2007 there have been no changes to the internet users education. Education of Polish Internet users University Primary Middle and incomplete primary Postsecondary, Secondary Vocational college and incomplete and incomplete higher secondary 11.4% 5% Source: Megapanel PBI/Gemius, XII 2008 18.7% relation to the whole population. Among people 12.2% that are using Internet and are over 18 years old, 18.8% 23 percent declares holding university degree. Primary education has been indicated only by 33.9% 2 percent of internet users. Still the largest group of Polish Internet users includes pupils and students – 32.6 percent. Their range has dropped down by 2 percent points compared to 2007. More than 1/3 of users (33.6 Postsecondary Postsecondary, Secondary Vocati Vocational college and incomplete percent) belong to the group of people running own and incomplete secondary business (18.3 percent), specialists or persons with secondary freelance occupation (8 percent) as well as office Source: Megapanel PBI/Gemius, XII 2008 workers and administration workers (7.3 percent). Unemployed (3.2 percent) and qualified laborers (3.9 percent) are the smallest group of Polish Internet If we take a look at the group of adult Internet users. Retired and pensioners (4.3 percent) group is users exclusively, the structure of education slightly exceeding the group that includes senior is illustrating even more the differences in management (4 percent). 20 Strategic report IAB Poland
  13. 13. Online consumers Professional status of Polish Internet users people at school. 30.2 percent of Internet users have refused to answer the question regarding Junior manager Qualified laborer Unemployed their earnings. Among the people that answered Other Pupil or student that question, the highest percentage (18.7 percent) declares income around 1,001-2,000 PLN. Among the remaining persons earning incomes, 7.8 percent declares their income to 18.3% oscillate between 2,001-3,000 PLN, 7.4 3.2% 32.6% percent earns up to 1,000 PLN and 4.4 3.9% percent, according to their declaration, earn 4% over 3,000 PLN. 4.3% Internet users’ incomes among 5.7% 8% persons declaring income 6.1% 6.7% 7.3% Over PLN 3,000 Up to PLN 1,000 11.4% Sales or services department employee Office, administration worker Specialist, freelance 19.3% Retired or pensioner Owner, facility Own business manager, director 20.4% Source: Megapanel PBI/Gemius, XII 2008 Nearly 1/3 (31.5 percent) of Polish Internet 48.9% users declares no earnings. It coincides with the structure of professional status of Internet users, where 32.6 percent of Internet users are Polish Internet users incomes From PLN 2,001 to 3,000 From PLN 1,001 to 2,000 Answer refused No income Up to 1000 PLN Source: Megapanel PBI/Gemius, XII 2008 Among Polish Internet users earning incomes, the highest percentage earns between 1,001- -2,000 PLN (48.9 percent). 20,4 percent of 30.2% 31.6% people are earning between 2,001-3,000 PLN. The group of people earning up to 1,000 PLN includes 19.3 percent of Polish users. 11.4 percent of people earn over 3,000 PLN monthly. 4.4% 7.4% 7.8% 18.7% Over PLN 3,000 From PLN 2,001 From PLN 1,00 to 3,000 to 2,000 Source: Megapanel PBI/Gemius, XII 2008 August-September 2009 Special supplement to “Media & Marketing Polska” 21
  14. 14. Internet 2008: Polish Internet market Internet and gender Polish Internet users age The number of women among Polish Internet 55+ 7-14 15-24 users is nearly equal to the number of men. Similarly to the situation that happened a year and two years ago, in 2008 women were 7% 11.4% exceeding in the age group of 15-35 years old. Compared to the previous year, in 2008 women 11.6% to men ratio in the age group of 55+ has changed. In 2008 women were prevailing in that 15.6% 30.3% group (27.2 percent) compared to men (21.1 percent). In the remaining age groups men are more frequent. 24.1% Polish Internet users according to their gender (age brackets) Women Men 45-54 35-44 25-34 33.3 Source: Megapanel PBI/Gemius, XII 2008 35 Age structure of Internet users 27.4 27.2 30 The largest age group of Polish Internet users includes people between 15-24 years old 25 (30.3 percent). Second largest group are people 21.1 between 25-34 years old (24.1 percent). 17.3 20 The lowest percentage (7 percent) is over 55 years old. Internet users’ population 13.8 12.6 12.3 15 according to their age has not changed a lot in 10.8 10.2 2008, compared to the previous year. 9.3 10 Structure of Internet users according 4.6 to their residence (voivodships) 5 Podkarpackie Remaining Mazowieckie % Silesia Małopolskie 7 14 7-14 4 15 24 15-24 5 25 34 25-34 5 4 35 4 35-44 5 44 45 5 45-54 5 54 pow 55 pow. w Source: Megapanel PBI/Gemius, XII 2008 13.6% 23.4% Gender has been diversifying the time spent 13.3% on browsing through the websites representing 5.7% the individual subject categories. Men spend 5.2% 9.9% almost twice as much time on browsing through sport websites, they dedicate more time to 5.8% business services, news or motorization. Women 6.7% 7.6% 8.7% in majority spend time in community websites and, naturally, browse through the services dedicated to women. Łódzkie Lower Silesia Wielkopolskie Kujawsko-pomorskie Pomorskie Source: Megapanel PBI/Gemius, XII 2008 22 Strategic report IAB Poland
  15. 15. Online consumers Structure of Internet users according to their residence (town/village) Town Town Village Town from 200,000 above 500,000 up to 20,000 to 500,000 o 16.1% 27.9% 12.3% 8.8% 13.3% 10.2% 11.4% Town Town Town from 100,000 from 50,000 from 20,000 to 200,000 to 100,000 to 50,000 Source: Megapanel PBI/Gemius XII 2008 Place of residence Polish Internet is still a medium of large Despite of definitely better access to the agglomerations and areas of well developed Internet in the biggest cities and telecommunication structure. The process of agglomerations, the largest number of Internet geographical diversification of Internet users is users are, irrespective of place of residence, more and more noticeable. persons living in the villages (27.9 percent) and The region with the largest number of internet in the towns of above 500,000 residents users is Mazowieckie voivodship (13.6 percent), (16.1 percent), as well as up to 20,000 next positions are held by the following regions: residents (13.9 percent). Silesia (13.3 percent), Małopolska (9.9 percent), Wielkopolska (8.7 percent) and Lower Silesia (7.6 percent). August-September 2009 Special supplement to “Media & Marketing Polska” 23
  16. 16. Internet 2008: Polish Internet market Activity of Polish Internet users (2008) Month Average number Average time Average time of hits per one user spent by user of hit January 2823.49 45:32:37 00:00:58 February 2757.17 41:30:50 00:00:54 March 2987.10 42:35:25 00:00:51 April 2888.87 39:35:53 00:00:49 May 2759.40 37:44:41 00:00:49 June 2642.77 37:14:36 00:00:51 July 2525.43 37:02:46 00:00:53 August 2696.29 39:30:31 00:00:53 September 2641.65 39:14:44 00:00:53 October 2834.02 42:08:09 00:00:54 November 2915.32 44:20:20 00:00:55 December 3043.18 46:28:52 00:00:55 Source: Megapanel PBI/Gemius, XII 2008 Activity of Polish Internet users users’ activity: the highest growth of hits and time spent in the network falls down in Apart from the number of Internet users, also January, then the activity continues to grow the time spent in the network by an average slightly and in the second quarter of the year, user is increasing in Poland. especially during the holiday time drops Basing on the data collected during the significantly, to reach the level of the best research conducted by Megapanel PBI/Gemius months of the previous year. In autumn the at the end of 2008, every Polish Internet user activity of average Internet user is increasing spent on average 46 hours and 29 minutes again, reaching the level of the beginning of the monthly (December 2008), which indicates the year, and then in December and January it is growth by 8 hours and 17 minutes, compared increasing even more, reaching new, higher level to the previous year. Significant growth has been of reference for the next year. Despite of the noticed in the hits made by one Internet user, growth in number of hits, the average time of from 2,395 in December 2007 to 3,043 in December 2008. Every year we can notice a certain regularity in the changes of Internet Polish Internet users experience Over 5 years Up to 6 months From 6 months to 1 year Internet used by men and women 3.9% Average time per user (hrs:min:sec) 7.0% Period Women Men XII 2006 26:29:42 30:14:44 33.5% XII 2007 38:12:20 38:11:28 12.6% XII 2008 46:28:29 46:29:15 Source: Megapanel PBI/Gemius, XII 2006, XII 2007, XII 2008 Average number of hits per user 43% Period Women Men XII 2006 1585.48 1853.64 XII 2007 2380.94 2409.86 XII 2008 3046.98 3039.48 From 2 to 5 years From 1 to 2 years Source: Megapanel PBI/Gemius, XII 2006, 2007, 2008 Source: Megapanel PBI/Gemius, XII 2008 24 Strategic report IAB Poland
  17. 17. Online consumers one hit has not dropped down – it is still under used more frequently. At the end of 2008 71.3 one minute. percent people used internet everyday or almost The group of people experienced in using the everyday, which indicates the growth by 4.2 percent Internet is growing. compared to the previous year. 18.6 percent of users declare that they use internet few times In 2007, 71 percent of Internet users had been a week, and further 6 percent uses the network using it for more than 2 years; in 2008 this once a week. 4.1 percent connects to the network percentage has grown by 5 percent. few times a month. During 2007 the differences in the intensity of Internet use between men and women have became even. This tendency has been maintained during Activity of the Internet users according to their age 2008. In December 2008, both men and women Real users Hits have spent nearly 46.5 hours on the Internet. It has increased by over 8.5 hours for both sexes, 40 compared to the previous year. Also the average 39.6 number of hits for both sexes is leveled and is 35 30.1 slightly over 3 thousands. Growth of activity among Polish Internet users 30 24.3 23.8 translates also into the fact that the Internet is 25 20 15.6 Frequency of Internet using 14 11.5 11.5 15 More or less once a week One or few times a month 8.7 9 10 7 4.8 4.1% 5 6% % 7 14 7-14 15 24 15-24 5 25 34 25-34 5 4 35 44 35-44 54 45 54 45-54 55 pow 55 pow. 18.6% Source: Megapanel PBI/Gemius, XII 2008 71.3% The activity of Internet users is influenced by their age. The most active group (counted by the hits generated) includes persons between 15-24 Few times a week Every day or almost every day years old and 25-34 years old. The least active are people between 7-14 years old and over 55 years Source: Megapanel PBI/Gemius, XII 2008 old. August-September 2009 Special supplement to “Media & Marketing Polska” 25

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