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Internet in every day life
Research project in Poland, the Czech Republic, Slovakia, Hungary and Romania
Warsaw, April 2014
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
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
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
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
POLAND
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
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
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
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
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
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
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
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
Let’s see how users employ internet as a part of daily routine.
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
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
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
Activities related to communication are very significant for internet users. One of
them is visiting social networking websites.
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%
nk.pl (naszaklasa)
Google+
goldenline.pl
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
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%
Social networks are not the only place were information about people who
interest us can be found.
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
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 together
57% 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
Another very important role of internet is to provide entertainment, often in the
form of video materials.
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
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
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
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
In the internet era a phone has become a multi-purpose tool which can be
additionally enhanced by mobile apps.
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
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
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
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
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.
Internet is also a widely used tool to get directions, explore your travel destination
and help communicate in a foreign language.
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
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
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
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
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
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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:
KEY FINDINGS
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
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.
Socio-demographic profile of respondents
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
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%
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
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