An internet research project was conducted in 5 countries including Poland to explore how regular internet users employ new technologies in their daily lives. The report presented results for Poland. It found that almost all Polish internet users access the internet via PC/laptop, while smartphones and tablets are also popular. The internet is used for many purposes like social networking, communication, entertainment, and accessing information. It plays a big role in Poles' daily routines from checking email in the morning to staying in contact with others in the evening. Facebook is the dominant social network, while other activities on social networks include sharing content and organizing events with friends.

1. Internet
in every day life
Research project in Poland, the Czech
Republic, Slovakia, Hungary and Romania Warsaw, April 2014

2. 2
Contents
3 Objectives of the project
4 Method of the research
5 Fields of the research presented in the report
6-45 Detailed results for Poland
Polish internet users overview 7
Usage and attitude towards internet 8-13
Remote island baggage 14
Internet as a part of daily routine 15-18
Social networking websites 19-21
Relations 22-24
Entertainment (video materials) 25-29
Usage of different functions of mobile devices 30-35
Travel related activities and services 36-42
Key findings 43-45
46 Socio-demographic profile of respondents
49 Contact

3. 3
General aim of the project was:
 to explore the way internet users from selected
countries employ new technologies in every day
life
 to investigate what is the attitude towards the
today’s connected world
 to explore patterns of usage of different devices
and internet products/services
Due to the aims of the project it focused in each
country on an average, regular internet user.
The hereby report presents selected results of
the study for 5 countries: Poland, the Czech
Republic, Slovakia, Hungary and Romania.
The map shows (coloured in green) countries
included into project.
OBJECTIVES OF THE PROJECT

4. 4
RESEARCH METHOD
METHOD OF DATA
COLLECTING
SAMPLE
PERIOD OF DATA
COLLECTING
Sample size in each country: N=1000
Target Group: internet users aged 15+, who use internet frequently
In order to ensure that the collected data is representative for the
online population in a given country, the demographic structure of the
sample was adjusted to the structure of online population in terms of
gender, age, education and size of the place of living with the use of
analytical weight.
The research in all five countries was conducted between the 12th and
24th March 2014.
The research in each country was conducted in CAWI (Computer
Assisted Web Interviewing) method, using the online research panel
(survey sent via e-mail to the members of the research panel).

5. 5
FIELDS OF THE RESEARCH PRESENTED IN THE REPORT
Attitude towards internet Devices and activities
Communication /
Relations
Entertainment
(video materials)
Internet as a part of
daily routine
Travel

6. POLAND

7. 7
65%
Population of Poland
used internet in the
last 12 months
MAJORITY OF INTERNET USERS IN POLAND ARE HEAVY USERS
Data source: Eurostat (isoc_ci_ifp_iu) and (isoc_bde15cua ): Internet use and frequency of use by individuals, 2013 (% of individuals)
47% of Poles use internet everyday or
almost everyday (on average)
60% of Poles use internet at least once
a week (including daily use)
How do Polish regular internet users employ new
technologies in their every day life?

8. 8
ALMOST UNIVERSAL WAY OF ACCESSING INTERNET IS THROUGH A PC / LAPTOP,
BUT MOBILE DEVICES ARE ALSO VERY POPULAR AMONG REGULAR INTERNET USERS
Q: Which of the devices below do you use to access internet - answer: I have it and I use it to access internet
Base: all respondents, N=1000, women n= 513, men n=487
99%
of regular internet users
use computer/ laptop/
notebook to access
internet
66%
have
smartphone or
mobile phone
and use it to
access internet
26%
have tablet
and use it to
access internet
21% and use them
to access
internet
of respondents
have other
devices
62%
70%
23%
29%
Men more often than
women own mobile
devices, therefore
certainly have different
patterns of internet
usage in every day life.

9. 9
OBVIOUSLY, INTERNET IS USED BY MAJORITY AT HOME BUT IT IS ALSO USED
BY MANY REGULAR USERS WHILE SHOPPING OR GOING OUT.
Q: Where/in what situations do you use internet?
Base: all respondents, N=1000
on vacation at work
99% use internet
at home
while watching TV
in transport means at school / the university on the street
while shopping on business trip when going out
45% 43% 37%
31% 28% 24%
21% 18% 14%
Since men more often than women
access internet through mobile devices,
they also more often use it outside home
(i.e. while shopping – 24% men to 18% of
women; when going out – 18% to 11% of
women)
On the other hand, multiscreening is
equally common among both sexes,
however it is most popular among young
internet users (15-24 – 46% of them use
internet while watching TV)

10. 10
THREE MAIN ATTITUDES TOWARDS INTERNET AND NEW TECHNOLOGIES CAN BE DISCERN:
ENTHUSIASM, MODERATE USAGE AND BEING SLIGHTLY OVERWHELMED BY TODAY’S PRESENCE
OF INTERNET
Q: How much do you agree or disagree with the following statements? Methodological note: The given groups were distinguished by factor analysis.
Base: respondents from a given segment; enthusiasts n=227, moderate n=287, overwhelmed n=350
Enthusiasts 26% Overwhelmed 40%
-more often women than men (56% to
44%), use mobile devices but not so
intensively as enthusiast
- more followers than in other segments
76% sometimes feel the need to
take a rest from internet, to feel
disconnected
74%
I can’t imagine
my life without
internet
85%
I spend more
time online
than
watching TV
77%
People get more
and more confused
in the world of
modern technology
90%
Automatization of
activities people used
to do on their own
begins to limit our
ability to think
independently
Moderate 34%
51%
46%
- more often men than women
(56% to 44%)
-use often mobile devices
(smartphone/ tablet), heavy users -
spend much time online.
-significant share of trendsetters
61% sometimes feel the need
to take a rest from internet
- use internet less intensively
than enthusiasts, also via
mobile devices
22% sometimes feel the
need to take a rest from
internet, to feel disconnected

11. 11
INTERNET IS USED IN MANY DIFFERENT PURPOSES, WHICH SHOWS THAT POLISH
REGULAR INTERNET USERS ARE QUITE FLUENT AND KNOW A LOT ABOUT POSSIBILITIES
OFFERED BY THE WEB
Q: For what purposes do you use internet, regardless the device by which You connect to internet.
Base: all respondents, N=1000
searching for information
checking information on maps
searching for recipes online
visiting social networking sites
communicating with friends/family by text
sharing pictures with friends and family
communicating with friends/family by video calls
using my bank account
shopping online
reading news/newspapers/magazines online
listening to the radio / music online
playing online games
downloading apps
reading e-books
watching videos on YouTube
watching films/TV series/videos downloaded from the internet
watching videos/films available online (elsewhere then on YouTube)
watch TV
90%
66%
61%
75%
68%
50%
39%
75%
74%
76%
63%
48%
40%
14%
72%
48%
41%
27%

12. 12
78%
72%
56%
42%
72%
70%
67%
35%
60%
59%
72%
64%
44%
36%
78%
78%
78%
47%
73%
68%
WOMEN ARE MORE SOCIALLY-ORIENTED WHEN IT COMES TO INTERNET -
THEY MORE OFTEN EMPLOY INTERNET TO STAY IN TOUCH WITH THEIR CLOSE ONES
Q: For what purposes do you use internet, regardless the device by which You connect to internet.
Base: all respondents, N=1000
visiting social networking sites
communicating with friends/family by text
sharing pictures with friends and family
communicating with friends/family by
video calls
using my bank account
shopping online
watching videos on YouTube
watching videos/films available online
(elsewhere then on YouTube)
checking information on maps
listening to the radio / music online
statistically significant differences in comparison to the total
Men more often
than women go
online to manage
finance-related
matters – bank
account or
shopping, they also
seek more
entertainment
online (video
materials, music).

13. 13
DIFFERENT DEVICES SERVE ITS OWNERS FOR DIFFERENT PURPOSES WHEN IT COMES TO
INTERNET USAGE – SMARTPHONE IS USED MOSTLY TO KEEP IN TOUCH WITH FRIENDS
WHEREAS TABLET OWNERS USE IT TO READ NEWSPAPERS OR WATCH YOUTUBE VIDEOS
Q:. Which device (e.g. PC, mobile device) do you use to connect with the internet in purposes indicated in the previous question?
Base: respondents who use given device to connect to internet, PC/laptop N=991, phone/smartphone N=663, tablet N=261
74%
74%
72%
72%
71%
using my bank
account
shopping online
visiting social
networking sites
reading
news/newspapers/
magazines online
watching videos on
YouTube
53%
42%
41%
40%
39%
visiting social
networking sites
communicating with
friends/family (e–
mails/chatting)
reading
newspapers/
magazines online
checking
information on
maps
downloading apps
46%
45%
45%
37%
33%
reading
newspapers/
magazines online
watching videos on
YouTube
visiting social
networking sites
downloading apps
communicating with
friends/family (e–
mails/chatting)
Searching for information is a universal activity performed most often on all devices,
but besides that different devices are used to (top 5 activities per device):

14. 14
12% 17%
first-aid kit
FOR REGULAR INTERNET USERS A DEVICE CONNECTED TO THE INTERNET IS, NEXT TO A
FRIEND, THE SECOND MOST OFTEN CHOSEN TO BE TAKEN ON A REMOTE ISLAND
Q: Which of the following would you take with you on a remote island?
Base: all respondents, N=1000
51% 28%42%
a friend a knife
a computer or
smartphone
connected to internet
55% 47%
a friend
20%
36%
a knife
16% 17%
matches
20% 11%
set of books
10% 5%
a pet
2% 1%
e-reader
statistically significant differences in comparison to the total
26% 27%
a computer connected to
internet
16% 21%
a telephone/smartphone
connected to internet

15. Let’s see how users employ internet as a
part of daily routine.

16. 16
the first thing I do
after waking up
during morning
routine
on my way to
work/school
when I have arrived
to work/school
later in the day
in the evening, at
home
statistically significant differences
in comparison to the total
ALMOST HALF OF INTERNET USERS BEGIN THEIR DAY BY GOING ONLINE IN THE MORNING.
Q: During normal day, when do you for the first time access internet (regardless the device)?
Base: all respondents, N=1000
21%
23%
5%
10%
15%
20%
17% 26%
18% 13%
49%
35%
27%
trend-
setters
early
adopters

17. 17
AMONG REGULAR INTERNET USERS THERE IS A SIGNIFICANT SHARE OF PEOPLE WHO ARE
CONSTANTLY ONLINE WHICH MAKES IT DIFFICULT FOR THEM TO SPECIFY THE FREQUENCY
WITH WHICH THEY PERFORM ACTIVITIES ONLINE
0%
20%
40%
60%
80%
I am almost
constantly
online so it’s
hard to say
at least 3
times a day
1-2 times a
day
few times a
week
once a week once in two
weeks or less
often
check your private e-mail box
chat online with my friend/ family
check social networks
watch videos on YouTube
check internet on your phone/ smartphone
check your private e-mail box
visit social networks
chat online with my friend/ family
use internet on your phone/
smartphone
watch videos on YouTube
Q: How often do you…
100%
74%
76%
66%
72%
Base: all respondents, N=1000
37%
at least for one
activity indicated
that they are
constantly online

18. 18
AMONG THE BIGGEST INCONVENIENCES WHICH WOULD ARISE FROM LACK OF
INTERNET IN EVERY DAY LIFE LACK OF INFORMATION AND COMMUNICATION PREVAILS
Q: Imagine that you wake up in the world without internet – in what situations lack of internet would cause you the biggest inconvenience?
Base: all respondents, N=1000
„shopping for clothes (I do it mostly
online), contact with friends (due to
lack of social networking websites),
reading about what happens in the
world”
Women, 16 y.o.
„Inability to make money transfer
beyond the working hours of the
bank, no possibility to check
timetables of public transport,
difficulties in acquiring information
fast, lack of contact with friends /
family „
Men, 25 y.o.
„Lack of email”
Men, 49 y.o.
„ checking prices and doing smart
shopping, also checking the route
when travelling”
Men, 30 y.o.
„ It would be difficult in every
situation, I can’t imagine world
without emails and without
checking the latest news”
Women, 62 y.o.
„ lack of possibility to do
banking operations without
leaving home”
Women, 36 y.o.
„the biggest inconveniences would
be caused by lack of quick access to
information on vast amount of
subjects, ranging from news to bus
timetables”
Women, 24 y.o.
31%
26%
16%
7%
6%
6%
6%
3%
3%
11%
12%
4%
access to information / news
contact with family / friends /
social networks
banking / online transfers
studies / school
work / looking for a job
access to e-mail
online shopping
watching films / TV series /
listening to the music
maps / addresses / navigation
other
lack of internet is no problem/
you can live without internet
I don't know / hard to say

19. Activities related to communication are
very significant for internet users. One of
them is visiting social networking
websites.

20. 20
41% 34%
24% 25%
23%
46%
65% 69%
THE UNCHALLENGED LEADER OF SOCIAL NETWORKS IN POLAND IS FACEBOOK,
USED REGARDLESS OF AGE OR GENDER
93%
46%
28%
17%
10%
6%
4%
2%
1%
Facebook
nk.pl
(naszaklasa)
Google+
Twitter
Instagram
goldenline.p
l
LinkedIn
MySpace
Flickr
Which social networking websites do you visit at least from time to time?
Which social networking websites do you use on your computer and on your mobile device?
Base: respondents who visit social networking websites, N=740
trend-
setters
early
adopters
late
adopters
followers
15-24 25-34 35-49 50+
The second most popular
network in Poland is local nk.pl,
used especially by women (51%),
people aged 35-49 (65%) and
more than 50 (69%), living in the
villages (52%).
On the other hand, Google+ is
especially popular in big cities
(39%).
Twitter is not yet widely used,
more often by men (21%).
statistically significant differences in comparison to the total
Trendsetters usually as a first in my circle
Early adopters as one of the first people, earlier than the majority
Late adopters when few people in my circle use it, but still it is not popular
Followers when majority of people from my environment already use them
I reach for new solutions, products…
% of respondents who visit
social networking websites
75%

21. 21
reading information posted by my friends
communicating with friends (mails/chat)
mark posts of other people with a 'like/dislike' buttons
sharing pictures
sharing my opinions
sharing links to articles/news
sharing music
sharing videos
sharing information about my private life
organizing meetings/dates/events
ACTIVITIES UNDERTAKEN ON SOCIAL NETWORKING WEBSITES GO BEYOND KEEPING
IN TOUCH WITH FRIENDS – IT IS ALSO SHARING CONTENT AND ORGANIZING EVENTS
Q:What activities do you engage in on social networking websites?
Base: respondents who use social networking websites, N=740
% of respondents who visit
social networking websites
75%
96%
94%
84%
78%
78%
75%
63%
49%
47%
33%
I do it at least
sometimes
I do it very
often
62%
59%
41%
18%
20%
22%
16%
11%
6%
6%

22. Social networks are not the only place
were information about people who
interest us can be found.

23. 23
28% 26%
64%
43%
24% 21% 18%
60%
18%
your name your partner/
friend name
your teacher
name
your co-
worker/
business
partner name
your boss
name
other person's
name
I have not
googled
anyone’s
name
ONLY ROUGHLY ONE IN EVERY FIVE POLISH INTERNET USERS HAVE NEVER
„GOOGLED” ANYBODY
QŁ Have you ever “googled” your name or names of other people?
Base: all respondents, N=1000.
60%
68%
statistically significant differences in comparison to the total
„Googling” people has become a common element of social relations – internet users, especially those, who
have lived with internet almost all their lives, seem to find it especially interesting to look online for
information about other people.
4% 14%
28% 30%
15-24 25-34 35-49 50+
48%
among students
among those working
full-time or part-time
men more often than women
„google” their names

24. 24
16%
54%
20%
10%
IN POLAND INTERNET IS NOT CONSIDERED A GOOD PLACE TO START A RELATIONSHIP,
HOWEVER PEOPLE AGED 25-34, MOST ACTIVE IN DATING, ARE MORE OPEN TO THE
IDEA
Q: Do you think internet is a good place to meet people?
Q: Have you ever been on a date with a person that you met online?
Base: all respondents, N=1000
Is internet a good
place to meet people?
no, it may be
dangerous to meet
people online
I don’t I know / hard
to say
it is possible to make friends with
people met online, but it is not a
good place to date
yes, it is a good place to
meet people, also to
start a romantic
relationship
Have you ever been on a
date with a person that
you met online?
2%
67%
9%
12%
10%
yes, but it didn’t
work out
yes, and we dated for a
while but then broke up
yes, and we are
still together57% 50%
I don’t I know / hard
to say
no, I haven’t
Internet users aged 25-34
18%
17%
12%
50%
statistically significant differences in comparison to the total
women more often than men
agree that internet is not a good
place to date

25. Another very important role of internet is
to provide entertainment, often in the
form of video materials.

26. 26
78% 69% 58% 53% 51% 48% 43% 37% 34% 30% 24% 12% 10%
ENTERTAINMENT IS THE DOMINATING THEME OF VIDEOS ACQUIRED ONLINE
Q: Which of the statements is true for you?
Q: What kind of videos do you watch online/ download from the internet?
Base: respondents who watch videos on internet or downloaded from the internet. N= 795
music
videos
comedy/
funny
short
videos
full
feature
films
news
materials
series
‘how-to’
videos
cooking
videos
TV
programs
sport
materials
fitness
videos
make-up
videos
fashion
materials
27%
45%
20%
5%
I don’t know
/ none of the
above
I spend more time
watching TV than
video acquired
online I spend more time watching
videos acquired online
than watching TV/
I spend as much time
watching TV as watching
videos acquired online
63%
45%
30% 32%
15-24 25-34 35-49 50+
80%
% of respondents who
watch videos on internet
or downloaded from the
internet

27. 27
75% 66% 53%
37% 25% 23% 23% 21% 20% 16% 14% 10% 5%
YOUTUBE IS DEFINITELY THE MOST POPULAR PLATFORM TO WATCH VIDEOS
ONLINE
Q: Where online do you most often watch video materials?
Base: all respondents, N=1000
Q: What kind of videos do you most often watch on YouTube?
Base: respondents who watch videos on YouTube, N=722
music
videos
comedy/
funny
short
videos
‘how-to’
videos
cooking
videos
full
feature
films
news
materials
sport
materials
fitness
videos
series
TV
programs
make-up
videos
fashion
materials
on You Tube
on VOD portals (i.e. kinoplex,
ipla)
on general portals (video
materials as part of articles)
websites with links to various
video materials
on online television
72%
IN GENERAL 72% of regular internet
users watch videos on YouTube
Online sources where video materials
are MOST OFTEN watched
67%
23%
22%
19%
11%

28. 28
38%
58%
4%
Yes
No
30%
32%
50%
52%
58%
43%
31%
16%
YOUTUBE CHANNELS SUBSCRIPTION IS THE MOST POPULAR AMONG THE
YOUNGEST INTERNET USERS, THOUGH IN GENERAL IT IS NOT YET WIDELY USED
Q: Do you subscribe any channel on You Tube?
Q: How many YouTube channels do you subscribe?
N=722, respondents who watch videos on YouTube. N=271, respondents who watch videos on YouTube and subscribe to YouTube channels.
NUMBER OF SUBSCRIBED CHANNELS
Hard to say
SUBSCRIBERS SHARES AMONG
DIFFERENT GROUPS
29%
46%
62%
38%
15%
16%
45%
17%
village
up to 100 000
100-500 000
more than 500 000
use internet through mobile devices
doesn't use internet through mobile devices
statistically significant differences in comparison to the total
trendsetters
early adopters
late adopters
followers
15-24
25-34
35-49
50+
Women
Men
1-2
3-5
6-10
11-25
26-50
50+
16%
27%
22%
19%
3%
9%
In Poland subscribing channels on YouTube is
still a domain of the youngest internet users
who think themselves to be trendsetters.
72%
% of respondents who
watch videos on YouTube
27%
% of respondents who watch videos on
YouTube and subscribe to YouTube channels

29. 29
72%
75%
74%
59%
37%
30%
14%
YOUTUBE TURNS OUT TO BE A POPULAR ASSISTANT IN REPAIRS AND MANUAL
WORKS
Q: Read the following statements about YouTube and indicate if you ever use it this way? – at least sometimes
Base: respondents who watch videos on YouTube, N=722.
fixing or making
something
choosing a
movie to see
studying
preparing meals
exercising
doing make-up
I use YT this way at least sometimes:
71% 79%
43% 30%
44%
17%
27%
3%
statistically significant differences in comparison to the total
% of respondents who
watch videos on YouTube

30. In the internet era a phone has become a
multi-purpose tool which can be
additionally enhanced by mobile apps.

31. 31
APART FROM STANDARD FUNCTIONS, PHONES VERY OFTEN HELP CONTROL TIME
86% 82% 82%
61%
50%
44% 41%
27%
20% 18%
alarm clock watch camera calendar notebook playing
games
recording
videos
recording
voice
planning a
day
entertaining
kids
Q: Do You use your phone as/to…?
Base: respondents who have a smartphone or a mobile phone, N=977
take photos – 86%
entertain kids – 22%
statistically significant differences in comparison to the total
92% 91% 87% 74% 69% 67% 49% 38% 29% 13%
Internet users aged 15-24:
The youngest group of internet users more often uses
almost all functions of a phone than all older groups.
A phone seems to be the most obvious device and they
rarely choose alternatives.

32. 32
communication
entertainment
information
(emergency situations)
information (general)
work
planning/ organizing
learning
statistically significant differences
in comparison to the total
40%
9%
DESPITE GROWING NUMBER OF FUNCTIONS OF PHONES COMMUNICATION IS STILL CONSIDERED
THE MOST USEFUL BUT ENTERTAINMENT IS SECOND FEATURE MOST APPRECIATED.
86%
38%
31%
31%
19%
17%
9%
39%
9%
45%
18%
If the phone is connected
to internet, the
informative function is
considered more useful
Q: In what aspects of your everyday life do you find your mobile phone/smartphone the most useful?
Base: respondents who have a smartphone or a mobile phone, N=977
Internet usage on
mobile devices
yes no

33. 33
THE MOST POPULAR APPS INSTALLED ON MOBILES ARE GAMES
Q: How often do you install apps on your mobile device?
Q: For what purpose / what type of apps have you ever installed on your mobile device?
Base: respondents who install apps on mobile devices; N=398
at least once a week
2-3 times a month
once a month
less than once a month
I have done it only once
I don’t know / hard to say
40%
% of respondents who
do download apps
75%
60% 60%
49% 48% 42% 37%
30% 30% 28% 28%
19%
4%
games music social
networks /
communica-
tions
weather
forecast
news
feed
transport
/ travel
education photography sport &
health
related
financial shopping cooking fashion
19%
32%
13%
24%
1%
11%
How often?

34. 34
24% 19%
12% 8%
12%
21%
32%
21%
11% 13%
15-24 25-34 35-49 50+
trend-
setters
early
adopters
late
adopters
followers
16%
46%
14%
8%
15%
MOBILE APPS ARE MORE IMPORTANT FOR YOUNG USERS WHO TEND
TO BE FIRST TO REACH FOR NEW PRODUCTS.
Q:What is your opinion about downloading apps on mobile devices?
Base: all respondents N=1000
I don’t I know / none
of the above
It is a big advantage
It is an additional
but not a necessary
option
It is only a
gadget
statistically significant differences in comparison to the total
It is the most important
feature of mobile
devices

35. 35
it is/seems very useful
it may be useful and I would like to try
it
it may be useful for others, but rather
not for me
it isn’t/ doesn’t seem useful, I think it is
strange to speak to a device
I don’t know / hard to say
15%
60%
18%
7%
24%
14% 11% 9%
25% 24%
10% 7%
VOICE SEARCH RAISES RELUCTANCE
A STRONG GROUP CLAIMS IT’S NOT FOR THEM OR FINDS IT STRANGE
Do you use voice search on your phone?
Base: respondents who have a smartphone or a mobile phone (N=977)
YES, I DO USE
VOICE SEARCH
No, I don’t use
voice search
I haven’t heard
about voice search
I don’t have
voice search
15-24 y.o. 25-34 y.o. 35-49 y.o. 50+ y.o.
Q: What do you think of voice search / voice communication in a device (phone, computer)?
Base: all respondents, N=1000
trendsetters
early
adopters
late
adopters
followers
22%
21%
30%
13%
14%
statistically significant differences in comparison to the total
Though only small share of regular internet users
is familiar with voice communication with the
devices, they seem to be an avant-garde which
may help adapt such service widely.

36. Internet is also a widely used tool to get
directions, explore your travel destination
and help communicate in a foreign
language.

37. 37
REGULAR INTERNET USERS TRAVEL QUITE OFTEN AND THEY PREFER TO ORGANIZE THE
TRIPS THEMSELVES.
Q:How often in the last year (2013) have you been travelling in both private and business purposes?
Q: Imagine that you have won a lottery and you can choose from prizes of the same worth. Which prize would You choose?
Base: all respondents, N=1000,
34%
33%
33%
Globetrotters – would choose a plane ticket
there and back to chosen country in the
world over luxury holidays, independent
and frequent travelers, more often men
than women, also younger (up to 35 y.o.);
Comfort seekers – would prefer
three-week luxury holiday in Greece
over organized trip or an adventure,
more often woman than a man, often
in a relationship/marriage
Sightseers –would prefer sightseeing trip
with a guide through chosen European
country than luxury holidays or adventure,
mainly older travelers (over 35 y.o.)
35%
25%
38%
5%
27%
70%
domestic private
travels
abroad private
travels
1-2 times 3 and more times not once
How often have you been travelling for holidays/ weekends in 2013?
Attitudes towards travel
51% - „I usually
organize trips myself
(search for transport, book
accommodation, choose
showplaces I want to see)”

38. 38
43%
43%
37%
35%
28%
27%
22%
21%
28%
use online translation tool 53% 91%
check online maps of travel destinations 40% 88%
use online navigation to get where you
wanted
34% 81%
research travel destination (domestic or
abroad)
55% 92%
check online currency rate 53% 90%
research travel product or service to find
out more about it (e.g. flight/car rental
options, vacation packages)
46% 88%
make a reservation/purchased a travel
product or service (e.g., hotel room, rental
car, holiday house)
39% 88%
search for a place to stay on hospitality
exchange portal (e.g. couchsurfing, airbnb)
29% 78%
none of the above 15% 4%
83%
82%
78%
78%
76%
74%
69%
67%
10%
REGULAR USERS OF DIFFERENT TRAVEL-RELATED ONLINE TOOLS ARE MORE OFTEN PEOPLE
WITH HIGHER EDUCATION, WORKING FULL OR PART-TIME AND TRAVELLING REGULARLY
(ESPECIALLY ABROAD)
Q: Select all activities that you have ever done online / do online regularly?
Base: all respondents, N=1000, respondents who travel abroad n=348, respondents who own mobile device n=702
do it regularly have ever done it
people who
travel abroad
people who
travel abroad
of mobile device
owners have been
saved by online maps
when they get lost
55%

39. 39
Google Maps
online timetables of transport
means
Google Translate
Google Street View
currency converter
online booking of
accommodation, flight etc.
other maps / navigations
online currency exchange
other translating tools/
applications
OUT OF DIFFERENT TRAVEL-RELATED TOOLS THOSE THAT HELP TO FIND THE PLACE OF
DESTINATION AND THE MOST CONVENIENT TRANSPORT MEANS ARE THE MOST POPULAR
82%
66%
62%
37%
29%
29%
26%
17%
11%
Q: Which online tools/services related to travelling/searching for places do you use?
Base: all respondents, N=1000
79%
20%
60%
10%
40%
14%
28%
4%
38%
11%
26%
4%
N=900, users of desktop computers/notebooks
N=624, users of smartphone
N=239, users of tablets
Desktop/notebook users:
Smartphone users:
Tablet users:

40. 40
GOOGLE TRAVEL-RELATED PRODUCTS SEEM TO BE MORE USEFUL IF TRAVELLING
ABROAD
Q: Which online tools/services related to travelling/searching for places do you use?
Base: respondents in a given groups
78% 86%
27%
48%
87% 72%
44%
21%
68%
48%
59% 65%
89% 79% 72%
57% 48%
32%
Gender
Internet usage
on mobile
devices
Travelling
abroad/
domestically
Mobile access to internet
also coincides with more
frequent usage of Google
Maps, Translate and Street
View.
It may show that there is a
group of internet users who
travel a lot and need
constant access to internet
via mobile devices. They
more often look for
information about their
travel destinations and for
help in understanding other
languages.
yes no yes no yes no

41. 41
to check the distance
between two points on map
to get direction in my city/
locality
to explore the place I am
heading to (e.g. check bus
station)
to plan a trip outside my city/
locality
I watch Street View photos
to explore the maps of distant
parts of world
USERS OF INTERNET ON MOBILE DEVICES MORE OFTEN THAN OTHERS CHECK MAPS –
BEING ALWAYS ONLINE ALLOWS THEM DO THAT ANY TIME, AT ANY PLACE
Q: In what way do you use Google Maps?
Base: respondents who use Google Maps N=825
80%
61%
58%
53%
47%
34%
85%
67%
59%
61%
52%
42%
82%
63%
59%
56%
52%
38%
Total Globtrotters Users of mobile devices

42. 42
SUPERHERO: INTERNET
UNUSUAL SITUATIONS IN WHICH INTERNET COME IN HANDY OFTEN INVOLVE FINDING
DIRECTIONS OR GETTING ACCESS TO UNUSUAL INFORMATION
„ I checked program, prices and
the hours of a show in
observatory in Toruń – as a part
of a break from driving during
my journey to sanatorium – I
watched a great show!
Women, 50 y.o.
„ Once in the city I met an acquainted
elderly lady who was going to the doctor.
She had 3km more on foot to go while she
was not sure if the doctor was available
that day, so I searched online for his
phone number and called him. Thanks to
that she rescheduled the visit since he
wasn’t available that day”
Men, 30 y.o.
Q: Describe the most unusual situation in which access to internet was useful to You (via computer or smartphon/tablet).
„when I wanted to find
information about my old
friend”
Men 68 y.o
„I was on holidays in Mazury, I
went for a walk and got lost. I
found the way with the help of
Google maps”
Men 24 y.o
„ In a business meeting at a place with
Japanese cuisine - I had a quick break to
go to a rest room which allowed me to
find online something about the food I
am eating and have whatever opinion to
express about this cuisine. My client was
expert on this subject”
Men, 30 y.o.
„I got shut in a toilet on gas station
without gsm range in my phone.
Luckily I found open wi-fi and through
chat alarmed my friends who, with
assistance of gas station employees,
helped me get out.”
Women, 23 y.o.
„ I wrote an appraisal email to MZK
about very positive behaviour of one
of the bus drivers towards an elderly
person.”
Women 62 y.o
„ in the mountains when
there was need to find
suitable way back to main
route.
Men, 29 y.o.
„ in the cinema in order to read
immediately a review from the
film premiere”
Women, 30 y.o.
Unusual situations in which internet was useful:

43. KEY FINDINGS

44. 44
KEY FINDINGS - POLAND
1. Welcome to the age of multi-screens. Apart from PCs / laptops which are widely used, two thirds of
everyday internet users in Poland access internet via a smartphone/phone. One in every four uses a
tablet. Men more often than women own such devices and that is one of the reasons why they more
often use internet in everyday situations (while shopping or going out).
2. Socially-oriented women and pragmatic men. Women and men differ also in patterns of internet
usage in everyday life – women more often than men use internet to communicate, stay in touch with
their friends and family, share photos. Men slightly more often than women use a bank account, shop
online, check maps and choose online entertainment (music, videos). Still, ease of communication is, for
both sexes, one of the things that they would miss the most if internet was unavailable.
3. „How often” becomes a less valid question. Frequency of activities online is a rather blurred concept
for some heavy internet users. A significant share claims to be constantly online which makes it difficult for
them to establish how often they check internet on their smartphone or check social networking websites.
4. Different devices have different purposes. Although the primary usage of internet on all devices is
search for information, there are preferences for online activities depending on the type of the device:
smartphones keeps us connected, tablet entertains or informs us, laptop/notebook suits basically every
online activity.
5. Importance of the internet coexists with a need to sometimes feel disconnected. Even
enthusiast of new technologies who can not imagine life without it and who use it intensively
have a need to take a rest from it sometimes.

45. 45
KEY FINDINGS - POLAND
6. Good morning world! Almost a half of regular internet users in Poland start their day by going online
(it is one of the activities performed in the morning). For one in five of every regular internet user it is the
first thing they do after waking up.
7. The phone. This device becomes more personal assistant even if it is not internet connected. Step by
step, users seem to give up on other devices (watches, clocks, photo cameras) and rely on their phones in
many different situations. Despite growing number of uses for the phone, communication is still its most
important function, but entertainment gains on significance (especially among smartphones users).
8. Hype for applications for mobile devices. Majority of regular internet users is convinced that
applications are great advantage of the mobile devices which is good prognosis for its further
development.
9. TV no longer commands in entertainment. Especially among youngest internet users (15-24) the
video materials acquired online are more engaging than television. As for the source of video materials,
You Tube is a leader, gathering over one fourth of regular internet users as a subscribers of its varied
content.
10. Travelling made easy. Internet seems to be making moving around a lot easier considering that only
1 in every 10 respondents have never used the net in travel-related purposes. It seems that Google Maps
might have replaced traditional maps almost completely, at least among regular internet users. Also,
the fate of traditional dictionaries may be in danger since the usage of Google Translate is quite
widespread.

46. Socio-demographic profile of respondents

47. 47
Characteristics of the respondents
Total
N=1000
Women 51%
Men 49%
15-18 y.o. 11%
19-24 y.o. 15%
25-34 y.o. 30%
35-49 y.o. 29%
50 y.o. or more 14%
primary 31%
secondary 45%
higher 23%
pupil, junior student (e.g. junior
high, post-secondary, etc.)
15%
academic student 12%
permanently employed 45%
casual job 11%
maternity / child-care leave 3%
retired / pensioner 10%
unemployed 8%
not working, home-maker 7%
other 3%
Total
N=1000
village 34%
a town/city of up to 100,000
inhabitants
34%
100,000 - 500,000 inhabitants 19%
more than 500,000 inhabitants 14%
no income 5%
less than 1000 PLN 9%
1001-2000 PLN 23%
2001-3000 PLN 19%
3001-5000 PLN 14%
more than 5000 PLN 7%
I don't know/ I refuse to answer 23%
single 30%
in a relationship 24%
married 38%
divorced 4%
widow/widower 2%
I refuse to answer 2%

48. 48
Characteristics of the respondents
Size of the
household
Total
N=1000
1 person 11%
2 people 21%
3 people 26%
4 people 24%
5 people 11%
6 people and more 7%
Children in the
household
Sample
N=463
up to 3 years old 23%
3-6 years old 26%
7-12 years old 33%
13-17 years old 35%
18 and more years old 29%
Members of the household
Sample
N=873
my wife/ my husband/ my partner 55%
my parents / parents of my wife/ husband/ partner 36%
my children / children of my wife/ husband/ partner 42%
other adult people 23%
other underage people 12%

49. IIBR - Interaktywny Instytut Badań Rynkowych
Warsaw 02-675, Poland,
Wołoska 7 St,
Contact:
Joanna Kopeć
Project Manager
joanna.kopec@iibr.pl
Authors of the report:
Joanna Kopeć
Marta Filipek
Monika Waś