Today, the National Media Institute released the results of its cyclical consumer survey for the first half of this year – it is the first survey in Poland describing single-source users of television, radio and the Internet.
Importantly, in the context of the results below – this study covers a representative sample of as many as 15,000 households, describing the equipment and media consumption patterns of over 30,000. individual recipients aged 4 and over.
Devices in households in Poland
By far the most Poles declare having a mobile phone – 97.5%, including 85.5% using a smartphone (9.3% with iOS on board), and only 6.3% using a landline phone.
The number of households with a TV is clearly decreasing, in 2022 it was 94.7% of indications, in the first half of this year it is already 92.7%. The greatest decline in the number of TV sets is observed mainly in large cities, among people with higher education and among people aged 16-29. At this age, 79.7% of respondents declare watching TV in the last 30 days, and only 70.6% in the last 7 days – this does not bode well for the future of television in the coming years.
Still sticking to TV sets, over half of households use smartTVs, of which 41% are connected to the Internet. Cable and satellite are most often indicated as the source of the television signal, while nearly 28% of households use digital terrestrial television.
To summarize television, among all households in Poland:
- 69% have broadband on any device with a screen
- 92.5% have the ability to receive TV signals on their TV sets
- 50.2% have a TV with the Smart TV function
- 40.9% connect their TV to the Internet, gaining access to non-linear services
- 4% use online TV channels on their TV
Among households that can receive TV signals on TV sets:
- 72.1% have a cable or satellite TV signal
- 26.9% have an individual satellite dish
- 45.7% have access to “cable”, counting TV/IPTV/Internet connections
- 27.9% have access only to terrestrial television
What about the other devices? 76% of households use radios (only FM waves, no radio applications or streaming on smartphones and computers). However, in the 30-49 age group, this percentage increases to 78.1%, among working people to 79.4%, and among people with higher education to as much as 81.2%.
The most popular device for listening to FM radio are car radios – 55.5% of responses. However, 4.4% use a radio connected to the Internet, and 7.9% use devices enabling listening to radio stations broadcasting in the DAB+ system. As for computers, 67% of respondents have their own equipment – PC or laptop, while in households with school-age children – 89.7%.
There is no doubt that linear television and radio (with a planned schedule of broadcasts) are losing popularity in favor of content that we can access at any time. Currently, 75.5% of respondents use VOD content, and as many as 96% of those aged 16-29, of which:
- from the YouTube platform – 74.3% of people
- from VOD streaming services (free or paid) – 45.6% of people
- from paid VOD services – 30.1%
In turn, more than half of the respondents use content other than radio, and among those aged 16-29 – 80%. Among such activities, the most popular are online music – 32.4% and podcasts – 30.3%.
Finally, let’s take a look at the respondents’ most popular online activities. The most frequently mentioned are instant messengers (85.4%), social media (83.45) and VOD content (81.4%).
Source: National Media Institute.
Stock Image from Depositphotos.
Source: antyweb.pl
