Internet in every day life - Poland 2014

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?

http://ec.europa.eu/eurostat/product?code=isoc_ci_ifp_iu&language=en&mode=view

http://ec.europa.eu/eurostat/product?code=isoc_bde15cua&language=en&mode=view

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.


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.



communicating with friends/family by text

sharing pictures with friends and family

communicating with friends/family by video calls


shopping online


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%


shopping online


reading news/newspapers/magazines online


53%

42%

41%

40%

39%


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



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?


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


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


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%


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?


„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%

Facebook

nk.pl (naszaklasa)

Google+

Twitter

Instagram

goldenline.pl

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%).


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%


„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%


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


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%


% 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%


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


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


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)?


trendsetters early

adopters late

adopters followers

22%

21%

30%

13%

14%


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?


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

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:

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

[email protected]

Authors of the report:

Joanna Kopeć

Marta Filipek

Monika Waś

mailto:[email protected]