Usage Patterns
| Total Online Population (000's) in 2012: | 23,852 |
| Percentage of Population Online in 2012: | 62.0% |
Demographics
Of Europe's 372 million unique visitors, Poland accounted for 18.2 million unique visitors during August 2011, according to comScore. Users in Poland spent an average of 24.1 hours online in the past month, consuming 2,794 pages online. (comScore, October 2011)
The prices of internet access in Poland are 39% lower on average when compared to other European countries and the US, according to the recent report prepared by the Office of Electronic Communications (UKE). The average cost of an internet connection in Poland is lower in all speed variants ranging from 1Mb/s to 20 Mb/s.
According to OECD data, in October 2009, the average cost of internet access in nominal prices totalled to €20.4 per month in Poland, which was the second-lowest charge after South Korea (€19.2). Luxembourg and Turkey had the most expensive connections, of €86.1 and €75.7 a month, respectively. (PMR Ltd, June 2010)
Poland's 17.8 million internet users age 15 and older were most likely to visit the Google Sites web property (97% market penetration) in August 2010, but local web brands rounded out most of the top 20 properties, according to a comScore overview of internet usage in Poland.
Google Sites (which also includes YouTube) ranked as the top property with 17.2 million visitors, followed by MIH Limited with 14.2 million visitors (80% penetration). Polish social networking site Nasza Klasa ranked in the #3 position with 13.9 million Unique Visitors, followed by Polish web portal Onet.pl that attracted more than 12 million visitors during the month.
While the top web properties across many global markets are led by global Internet brands, Poland boasts numerous local companies among its top properties, a true testament to the home-grown technological talent and innovation in this market, according to Wolf Allisat, comScore EVP for International Markets. (comScore, September 2010)
Searches and Search Engines
Europeans age 15 and older conducted 41 billion searches at an average of 116 searches per searcher in August 2010, according to comScore. Poland ranked highest in Europe with 157 searches per searcher, followed by the UK (144 searches per searcher) and Finland (141 searches per searcher).
Top 10 European countries by searches per searcher, August 2010 (Total Eurrope, Age 15+, Home & Work locations):
Europe: 116.3
1. Poland: 156.8
2. UK: 143.8
3. Finland: 140.8
4. Turkey: 138.3
5. Ireland: 129.9
6. Belgium: 129.9
7. France: 129.4
8. Portugal: 118.0
9. Italy: 114.8
10. Sweden: 112.3
(comScore, September 2010)
UGC and Social Media
Facebook had around 9.9 million users in Poland as of January 2011, according to a report by PBI Megapanel PBI/Gemius. The popularity of the portal has been growing gradually among Polish internet users; still, the service has not yet surpassed Nk.pl, which boasts 12.3 million users.
Among the largest web portals are Onet.pl with 12.1 million users and Wp.pl with 10.9 million users, while the leading position among all services is still reserved for Google.pl, which was visited by 15.9 million people in January 2011. (PMR Ltd, March 2011)
eCommerce
Poland recorded total online sales of €4.51billion in 2011, measuring the largest level of growth (34%) in Europe, according to research of Centre for Retail Research sponsored by Kelkoo. By comparison, the UK, as first in online sales in Europe in terms of market value, was worth €59.42 billion, and grew by 14% (versus 2010), while the second most valuable market, Germany, registered an increase of 15%, reaching €45.07 billion.
It is projected that development of online sales in Poland will slow down in 2012, reaching a level of €5.59 billion. However, Poland will remain in its position as the fastest growing market. The second position will be presented to France, with 22% of development dynamics. (PMR Ltd, February 2012)
Seven out of ten Poles shop online several times a year at least, according to a report by Ceneo.pl. Around half of responders use auction sites, 13% use offers placed in social networking websites, while 8% visit group purchases services.
The largest group of online shoppers are those aged between 25 and 34 years old, while the smallest group are people over 55.
The most popular products/services bought online are computer games (36%), clothing, footwear and jewellery (31%), telephones and accessories (30%), computers (26%), books (18%), as well as airline tickets, travels, hotel reservations and tickets for events. The number of Poles buying food online is also increasing.
Among the advantages of shopping online are factors such as the lack of need to leave home and lower prices.
The report also found that 40% of Poles do not use the internet to shop at all. (PMR - IT and telecommunications sector in Poland, August 2011)
Online travel market
Travel planning
The internet serves as an important research source along the path to purchase on travel products and is considered in every stage of the pre-purchase research in Poland, according to thinkinsights with Google Study ‘Poland Travel - Media Touchpoints in the Consumer Path to Purchase'.
For starting (finding inspiration) travel research online and offline sources are considered equally whereas for finding destinations offline is slightly dominant.
Finding inspiration for a holiday trip (holiday trip travellers of the last 12 months):
ONLINE SOURCES
- Search engines: 37%
- Websites of accommodation facilities: 22%
- Websites of tour operators: 17%
- Relevant forums: 14%
- Online maps: 11%
- Websites of online travel agencies: 9%
- Websites of transportation companies: 8%
- Social networks: 7%
- Blogs: 4%
- Video portals on YouTube: 2%
OFFLINE SOURCES
- Friends or colleagues: 55%
- Catalogues or travel guides: 23%
- Newspapers or magazines: 15%
- TV: 15%
- Travel agency / tour operator: 12%
- Radio: 6%
Search engines are the top online source for finding inspiration and interesting destinations for trips. When it comes to the trip preparing and decision support research search engines serve as a crucial navigator to relevant sources.
Most useful information sources (travellers of the past 12 months):
1. Friends or colleagues: 22%
2. Search engines: 18%
3. Tourism web pages: 14%
4. Websites of travel agencies / portals: 10%
5. Catalogues or travel guides: 8%
6. With consultant at travel agency: 6%
7. Websites of accommodation facilities: 4%
8. Websites of tour operators: 3%
9. Newspapers or magazines: 3%
10. TV: 3%
Other key findings show that:
- For travel related online research stationary internet (PC/laptop at home 74%) is most popular; followed by laptop/netbook on the go (32%), mobile / smartphone (17%), and tablet PC (2%).
- Almost 60% need less than one week to book a short trip, the time frame for holiday trips is longer with 50% needing 1 week to 3 months.
- For short trips the majority uses 1-3 sites whereas for holiday trips a more intensive online search is noticeable with half of the online researchers using 4-10 sites.
(thinkinsights with Google, July 2011)
Travel booking
The internet is an important booking channel for travel activities among Polish onliners, however the spread of online bookings differs per travel product, according to thinkinsights with Google Study ‘Poland Travel - Media Touchpoints in the Consumer Path to Purchase'. While for air travel the internet is clearly the preferred booking channel in Poland, accommodation and travel packages are preferably booked offline.
Booking channels travel products (Bookers of air travel, travel packages or accommodation):
SHORT TRIP
- Air travel: 62% online / 24% offline
- Accommodation: 31% online / 63% offline
- Travel package: 16% online / 69% offline
HOLIDAY TRIP
- Air travel: 62% online / 31% offline
- Accommodation: 34% online / 62% offline
- Travel package: 20% online / 72% offline
Other findings show that:
- Focussing on online booking channels airline sites are the top channel for flight bookings whereas tour operator sites are strong for holiday trip travel packages.
- For booking accommodation on the internet websites of accommodation facilities and hotel portals are most frequently considered.
- The vast majority of the online bookers made their short trip booking via stationary internet or laptop on the go - already significant mobile shares.
- For online bookings of holiday trips stationary internet at home is the dominant access point - mobile booking with growing importance.
- High customer satisfaction and loyalty among those who made an online booking - however, some incidences are quite low.
(thinkinsights with Google, July 2011)
Last Updated on Tuesday, 30 April 2013 08:58
