71 65 52 21 14 66 62 38 28 13 0 25 50 75 100 Internet TV Radio Newspapers Magazines 68 67 42 30 24 23 16 15 4 63 69 45 22 21 24 13 8 5 0 25 50 75 100 portable PC smartphone stationary PC TV device traditional mobile phone
tablet smart TV game console e-reader 85 76 55 87 75 65 0 25 50 75 100 TOTAL TV+WEB WEB+WEB 77 64 72 61 0 20 40 60 80 100
Research Online, Purchase On/Off-line
0
1
2
3
4
5
0
5
10
15
20
25
0
1
2
3
4
5
0
5
10
15
20
25
internet
radio
TV
(Y) Average number of hours per typical day
(X) Average number of days per month
magazines
newspapers
Poland
C/SEE
71 65 52 21 14 17 16 15 32 27 7 5 8 18 25 5 4 10 15 18 11 16 13 17
0
25
50
75
100
internet
traditional TV
traditional radio
traditional newspapers
traditional magazines
internet traditional TV traditional radio traditional newspapers traditional magazines
A few times a day 46 32 27 7 6
Daily or almost daily 25 33 25 14 8
A few times a week 14 13 12 18 13
Once a week 3 3 3 15 14
A few times a month 5 3 5 12 14
Once a month 2 2 3 7 11
Less often 5 3 10 15 18
Hard to say 0 0 0 1 1
Never - 11 16 13 17
71 65 52 21 14 66 62 38 28 13
0
25
50
75
100
internet
traditional TV
traditional radio
print newspapers
print magazines
Poland
C/SEE
0
20
40
60
80
100
internet
traditional TV
traditional radio
traditional newspapers
traditional magazines
> 5 hrs
4-5 hrs
3-4 hrs
2-3 hrs
internet traditional TV traditional radio traditional newspapers traditional magazines
More than 5 hours 25 13 13 2 2
4-5 Hours 12 7 5 1 1
3-4 Hours 12 12 5 1 1
2-3 Hours 15 20 8 2 2
1-2 Hours 16 22 13 8 8
30 minutes-1 Hour 10 11 14 20 17
Less than 30 minutes 5 11 23 43 42
Hard to say 6 5 19 24 28
0
10
20
30
40
50
07:00
-9:00
9:00 -
12:00
12:00 -
16:00
16:00 -
19:00
19:00 -
24:00
24:00 -
07:00
0
10
20
30
40
50
07:00
-9:00
9:00 -
12:00
12:00 -
16:00
16:00 -
19:00
19:00 -
24:00
24:00 -
07:00
Poland
C/SEE
0
10
20
30
40
50
07:00
-9:00
9:00 -
12:00
12:00 -
16:00
16:00 -
19:00
19:00 -
24:00
24:00 -
07:00
Poland
C/SEE
•
•
•
•
•
•
0
2
4
6
8
10
12
14
16
18
0
20
40
60
80
0
2
4
6
8
10
12
14
16
0
20
40
60
80
portable PC
stationary PC
tablet
(Y) Average number of days per month spent online
(X) Penetration of devices
smartTV
traditional mobile phone
Poland
C/SEE
smartphone
game console
68 67 42 30 24 23 16 15 4 63 69 45 22 21 24 13 8 5
0
25
50
75
100
portable PC
smartphone
stationary PC
TV device*
traditional mobile phone
tablet
smart TV
game console
e-reader
77 68 67 51 44 38 21
0
25
50
75
100
portable PC
smartphone
stationary PC
trad. mobile phone
tablet
smart TV
game console
stationary PC portable PC trad. mob. phone smartphone tablet smart TV game console
A few times a day 42 50 38 53 25 19 11
Daily or almost daily 26 27 13 15 20 20 11
A few times a week 17 14 4 9 22 15 15
Once a week 3 2 1 2 8 7 8
A few times a month 4 2 2 3 10 7 15
Once a month 3 1 2 2 4 3 8
Less often 3 1 7 5 6 14 15
Hard to say 0 0 2 0 0 1 0
77 68 67 51 44 38 21 73 75 70 43 54 42 19
0
25
50
75
100
portable PC
smartphone
stationary PC
traditional mobile phone
tablet
smartTV
game console
85 76 55 87 75 65
0
25
50
75
100
TOTAL
TV + internet
internet in a few devices
MS1. MS2. MS3: traditional
mobile phone smartphoneMS3: PC (any)MS3: MS3:tablet smart TVMS3:
A few times a day 19 13 12 20 19 14 9
Daily or almost daily 23 12 9 16 21 15 11
A few times a week 17 10 4 12 12 15 7
Once a week 4 4 0 3 3 6 3
A few times a month 5 4 2 6 5 7 4
Once a month 2 1 1 3 3 3 2
Less often 9 11 8 9 7 14 15
Hard to say 0 0 0 0 0 0 0
42 38 36 28 24 23 22 15 13 13 12 6 0 20 40 60
checking, answering e-mails browsing websites, surfing using social networking services visiting program website job, school related activities searching info about people on TV playing games online searching a product seen on TV reading comments on social media messaging online (SMS) checking TV critics about the program sharing comments on social media
33 31 29 27 28 22 26 21 22 24 25 20 21 21 18 12 5 0 20 40 60 80 100 120 140
searching web pages using e-mail reading articles on portals watching video job, education related
using maps, locations reading about brands using social networks listening to music online banking online buying online using communicators visiting forums, blogs using price comparison sites playing games writing blogs, reviews investing online
80 75 69 67 64 63 60 56 53 52 50 50 49 48 43 29 13 0 20 40 60 80 100
searching web pages using e-mail reading articles on portals job, education related
watching video reading about brands buying online banking online using maps, locations listening to music online using price comparison sites using social networks visiting forums, blogs using communicators playing games writing blogs, reviews investing online
86 84 77 74 71 70 67 64 62 62 61 60 60 58 43 35 15 0 20 40 60 80 100
searching web pages using e-mail reading articles on portals watching video job, education related
reading about brands buying online banking online using social networks listening to music online visiting forums, blogs using communicators using maps, locations using price comparison sites playing games writing blogs, reviews investing online
41 40 35 34 31 30 24 23 23 22 21 19 18 14 11 9 5 0 20 40 60
searching web pages using maps, locations using social networks using e-mail listening to music online reading articles on portals job, education related
watching video reading about brands playing games using communicators visiting forums, blogs banking online using price comparison sites buying online writing blogs, reviews investing online
45 36 31 31 30 27 26 26 25 22 20 20 17 14 14 9 3 0 20 40 60
searching web pages reading articles on portals watching video using social networks using e-mail using maps, locations playing games reading about brands job, education related
using communicators visiting forums, blogs listening to music online using price comparison sites banking online buying online writing blogs, reviews investing online
social networks
e-mail communicators
video
music
location, maps reading articles visiting forums, blogs, discussion groups, opinion services writing blogs, comments, reviews job/education related searching
banking buying products or services price comparison sites reading about brands investing
COMMUNICATION
ENTERTAINMENT
PURCHASE PROCESS, FINANCES
INFORMATION • • • location banking buying checking prices reading articles visiting SM brands video music games SN e-mail communicators writing in SM investing job/edu. searching
0
10
20
30
40
50
60
70
0
20
40
60
80
(Y) Usefulness
(X) Credibility (top-2 boxes)
internet
friends, family
TV
advertising
expert, specialist
brand's info
newspapers
magazines
radio
65 51 42 38 21 21 21 20 19 73 50 32 18 12 17 8 19 18
0
25
50
75
100
internet
friends, family
TV
advertising
print - magazines
print - newspapers
radio
brand's info
expert, specialist
Poland
C/SEE
69 59 50 47 36 36 29 25 18 70 62 49 53 35 33 27 31 24
0
25
50
75
100
friends, family
expert, specialist
brand's info
internet
print - magazines
print - newspapers
radio
TV
advertising
Poland
C/SEE
30 25 13 11 7 7 7 4 4 38 34 37 36 28 29 23 21 14 14 20 26 27 33 32 35 37 35 4 6 8 9 10 10 11 14 17 5 6 7 7 9 8 8 11 18 8 9 10 10 14 14 16 13 12
0
20
40
60
80
100
friends, family
expert, specialist
brand's info
internet
print - newspapers
print - magazines
radio
TV
advertising
68 44 41 33 26 72 50 40 28 35
0
25
50
75
100
private talks
TV
press
radio
outdoor
55 550
25
50
75
100
internet
Poland
C/SEE
32 23 19 19 17 15 12 7 6 22 22 18 9 23 21 18 9 8
0
10
20
30
40
graphic advertising on websites*
e-mail advertising
video advertising*
pop-up windows*
links in search engines
presence of brands in SNS*
links in articles
advertising in apps*
mobile advertising
Poland
C/SEE
50
48
36 36 25 25 24 20 19 14 10 39 28 30 17 22 26 20 8 15
0
10
20
30
40
50
internet shops
forums, opinion services
web pages of brands
portals
price comparison sites
social networking services
specialist www sites
auctions
blogs, video-blogs
27 37 42 33 43 33 30 34 30 31 32 33 30 31 31 31 15 10 8 11 8 13 12 11 9 6 4 6 5 6 9 7 11 8 8 9 8 10 10 9 8 7 5 8 6 8 8 8
0
20
40
60
80
100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
57 68 75 67 72 64 61 66 54 69 71 67 70 63 58 61
0
20
40
60
80
100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
•
77
64
72
61
0
20
40
60
80 100
Research Online, Purchase
On/Off-line
Purchase Online
(e-commerce)
32 25 25 21 18 15 14 13 13 12 11 11 8 8 7 7 7
0
10
20
30
40
clothing books telecom hygiene electronics tourism pharmacy automotive food parenting home repair finances sport subscriptions software AV recordsPoland
C/SEE
28 21 19 15 14 11 11 10 9 7 7 7 6 6 6 6 4
0
10
20
30
clothing books telecom hygiene electronics automotive parenting tourism pharmacy home subscriptions food sport repair finances software AV recordsPoland
C/SEE
60 60 57 53 52 51 47 46 46 43 40 39 37 34 30 27 23 0 20 40 60 80 software books electronics tourism telecom parenting clothing automotive AV records home sport repair hygiene finances pharmacy subscriptions food
51 51 46 43 40 39 38 38 33 29 28 27 26 26 23 19 12 0 20 40 60 software books parenting electronics clothing telecom automotive tourism sport AV records home subscriptions hygiene finances repair pharmacy food
