1. The document analyzes media market trends in Poland from 2009-2011 based on data from Kantar Media. 2. It finds that while TV remains the dominant medium, investments in TV, newspapers, and magazines declined in 2011, with TV seeing a 1.9% decrease in November. Radio saw the largest increase in expenditures. 3. The top three advertising sectors remained food, pharmaceuticals, and telecoms, though some major advertisers like Unilever and Nestle decreased spending in 2011.

1. by

2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Radio advertising
7. Online advertising

3. • Landscape
• Media shares
• Biggest players
• Sectors
• News

4. 1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
500,000,000
0
1,104,630,695
1
1,296,099,997
1,378,856,606
1,267,867,846
2
1,550,291,252
1,568,210,922
by 3%).
2009
1,795,466,091
3
2,252,390,912
2,319,615,364
1,749,557,807
2010
4
1,702,335,599
2,226,332,270
1,932,377,662
5
2,418,117,333
2011
2,434,411,424
1,723,087,025
6
2,208,733,440
2,230,662,500
1,167,487,654
7
1,475,902,129
1,519,585,966
1,150,998,783
8
1,355,338,094
1,396,982,651
1,902,118,715
9
2,239,536,676
2,268,105,266
2,291,803,603
2,681,584,949
10
2,595,193,728
2,310,570,480
2,501,304,160
11
2,462,388,122
1,965,840,548
2,050,958,424
12
decreased media budgets by 2% (overall media market increased YoY
Media market faces economic slowdown. In November 2011 marketers
Source: Kantar Media, ratecard expenditures

5. Television
Radio
Magazines
Newspapers Jan-Nov 2011
Jan-Nov 2010
Outdoor Jan-Nov 2009
Cinema
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Cinema Outdoor Newspapers Magazines Radio Television
Jan-Nov 2011 639,030,267 1,134,740,882 1,673,895,036 2,594,139,008 2,847,635,216 13,510,904,410
Jan-Nov 2010 593,668,213 1,091,021,517 1,696,697,187 2,297,631,090 2,223,328,453 13,779,288,081
Jan-Nov 2009 415,701,778 1,133,933,800 1,724,358,972 2,251,573,463 1,890,451,933 10,979,946,415
TV is the strongest medium with share on the level of 60%, however in 4Q we
observe negative dynamic of TV investments (In November -1,9% YoY). Radio
notes the highest increase of expenditures (28%). Investments for Cinema, Outdoor
and Newspapers are on the stable level. Free emissions, better
placements, additional discounts may inflate ratecard growth.
Source: Kantar Media, ratecard expenditures

6. By the end of November 2011, half of biggest advertisers decreased their media
investments. The biggest drop in terms of RC expenditures was noted by
Unilever, and Nestle. The biggest increase of expenditures noted by Lidl and
Aflofarm.
Source: Kantar Media

7. COMPUTER & AUDIO VIDEO
100%
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
4% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
5% 4%
5%
5% TRAVEL / TOURISM / HOTELS & RESTAURANTS
80% 6% 5%
6%
8% 6% CLOTHING & ACCESSORIES
7%
7% 7% LEISURE
7%
60% 7% 7% BEVERAGES & ALCOHOLS
6%
8% 8% AUTOMOTIVE
8%
10% 8% MEDIA, BOOKS, CDs AND DVDs
40% 10%
OTHERS
9%
14%
13% FINANCIAL
12%
20% 9% RETAIL
11%
HYGIENE & BEAUTY CARE
12%
14%
15% TELECOMS
0%
13% PHARMACEUTICAL PRODUCTS, MEDICINE
2009
FOOD
2010
Jan-Nov 2011
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media

8. Prognosis for 2012 are
rather
optimistic, worldwide
media market shall
grow faster than in
2011.
Polish media market is
still unknown – we
estimate rather minor
increase – up to 5%
(ratecard)

9. • Average Time Viewed
• All time viewing
• Commercial impact
• Minutes sold
• Nice to know
• TVP – what’s new in 2012

10. 300
280
2010 2011
260
240
220
200
180
160
140
120
100
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Average Time Viewed (in minutes) is at a slightly lower level than in the
previous year. ATV is higher during the winter months what reflects traditional
seasonality on Polish media market.
Source: AGB Research Nielsen

11. 20%
All 16-49 TVP1
TVP2
18%
Polsat
16%
TVN
14%
TVP thematic (7)
12% Polsat thematic (11)
10% TVN thematic (10)
AtMedia (52)
8%
Discovery (8)
6%
TVP3
4% TV4
2% TVN7
other cab/sat
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
We can observe decrease of shares of mainstream channels - TVN and Polsat. The increase of the share of
thematic channels is caused by unattractive offer of big channels' broadcast programming during winter months.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra Source: AGB Research Nielsen
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam

12. All 16-49 TVP1
30% TVP2
Polsat
25%
TVN
20% TVP thematic (7)
Polsat thematic (11)
15%
TVN thematic (10)
10% AtMedia (49)
Discovery (7)
5%
TVP3
TV4
0%
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152 TVN7
Polsat nad TVN have the highest share among TV market. At Media is between
TVP1 and TVP2.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,
Source: AGB Research Nielsen

13. Advertising Seconds sold - total market
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
Week 42– highest sell out ever – 6,2 million seconds sold. The reason is
progressing fragmentation of TV market (new thematic channels are
being launched and monitored – e.g. Polo TV, Rodin TV and SCIFI
Universal)
Source: AGB Research Nielsen

14. Advertising Seconds sold - TVP
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
In the last quarter of 2011 TVP (TVP1 & TVP2) had less inventory than in the 3td one. It
exceeded 90 000 seconds per week. In the end of the year intensity of campaigns falls, as
usually.
Source: AGB Research Nielsen

15. Advertising Seconds sold - TVN
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
Seconds sold is lower during the winter months what reflects traditional seasonality on Polish
media market. The 4Q of 2011 was worse for TVN in comparison to the same period in previous
years. That may be caused by crisis on the markets.
Source: AGB Research Nielsen

16. Advertising Seconds Sold - Polsat
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
Polsat increased their inventory to the sell out limit (which is 12 minutes per hour). There is no
big disproportion between winter months and the rest of the year.
Source: AGB Research Nielsen

17. Advertising Seconds Sold - AT Media
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
At Media as a broker modifies their portfolio regularly. Currently it is less seconds per week then
previous quarter (as usually during winter months).
Source: AGB Research Nielsen

20. TNS OBOP is no longer register data provider for TVP. The
contract expired on 31.12.2011
Nielsen Audience Measurement- register providing
uniform, homogeneous data to all the market. Since 1.01.2012
TVP have used Nielsen’s data too.
Thanks to this change the main obstacle in spot selection and
precise campaigns settlements have disappeared.

21. Since January every TV station accepts 16:9 format of copies.
Some stations still broadcast 4:3 but they convert tapes by
themselves which is more comfortable for the client.

22. TAPE DELIVERIES
Since January 2012 commercial spots can be delivered in
two ways:
• Traditional emission tapes
• The Internet:

24. EURO 2012
• The most important sport event in the history
of Poland is going to be broadcasted only in TVP
- Sparrings (Ferbuary- May 2012)
- The Finals (8 June- 1 July 2012)
- Additional programs, coverage , quiz
shows, etc,
• Broadcast in HD quality in TVP 1 and TVP2.

25. EURO 2012
• Individual sales offer for Euro 2012(which includes
every break in each of 31 matches)
• Purchase of these breaks is possible only by ratecard
• Polish National Team matches - premium positions
purchase only by auction
• Purchase offer is going to appear at the beginning of
2012

26. • Investments
• Seasonality
• Players and sectors
• Publishers

27. 5,000,000,000
Full Year Jan-Nov
4,500,000,000
4,000,000,000
3,500,000,000
4,452,430,098
3,000,000,000
4,402,244,708
4,268,034,044
3,994,328,277
3,975,932,435
2,500,000,000
2,000,000,000
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Advertisersof November 2011 advertisers invested over 7% more in comparison to
By the end invested 10% more in press vs. Jan-June 2010, but bought
only same period of 2010. Free emissions and beneficial 1% offers in 2009) the
the
5% ads more by this period (it is still less by last than may cause
ratecard growth, however it may not translate into increase of net expenditures.
Source: Kantar Media

28. 500,000,000 45,000
450,000,000 40,000
400,000,000
35,000 Investments I - XII
350,000,000 2009
30,000
Investments I - XII
300,000,000 2010
25,000
250,000,000 Investments I - XI
2011
20,000
200,000,000
Insertions I - XII
15,000 2009
150,000,000
Insertions I - XII
10,000 2010
100,000,000
5,000 Insertions I - XI 2011
50,000,000
- -
1 2 3 4 5 6 7 8 9 10 11 12
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
Advertisers invested 7% more in press vs. Jan –Nov 2010, but bought
only 5% ads more by this period (it is still less by 1% than in 2009)
same number of ads by this period (it is still less by 2% than in 2009).
Source: Kantar Media

29. 900,000,000 140,000
800,000,000 120,000
700,000,000
100,000
600,000,000
80,000 Investments Jan-Nov
500,000,000
2009
400,000,000 60,000
Investments Jan-Nov
300,000,000
40,000 2010
200,000,000
20,000 Investments Jan-Nov
100,000,000
2011
0 -
Insertions Jan-Nov
2009
Insertions Jan-Nov
2010
Insertions Jan-Nov
2011
We observe significant increase of expenditures on
Media, Books, CD’s, Hygiene & Beauty care and Financial sector.
On the other hand Automotive sector, Retail and Food are rather pulling back
from print media.
Source: Kantar Media

30. 900,000,000 140000
800,000,000
120000
Investments Jan-Nov
700,000,000
2009
100000
600,000,000
Investments Jan-Nov
500,000,000 80000 2010
400,000,000 60000 Investments Jan-Nov
300,000,000 2011
40000
200,000,000 Insertions Jan-Nov
20000 2009
100,000,000
0 0 Insertions Jan-Nov
2010
Insertions Jan-Nov
2011
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases
its revenues even by 39%.
Source: Kantar Media, M&MP

32. „
.
An old famous journal „Życie Warszawy” has been closed.
„Życie Warszawy” was being issued from October 1944 till December 2011.
From December 2011 it is available only as integral pages of Warsaw edition of
„Rzeczpospolita”.

33. • From January the sales of e-newspapers will be monitored by Association
of Press Control and Distribution (ZKDP).
• It gives us the possibility to monitor sales of electronic publications for tablets.

34. • Investments
• Seasonality
• Market shares
• Ad types

35. 2,000,000,000
Full Year Jan-Oct 2011
1,800,000,000
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
1,229,508,066
1,185,675,851
800,000,000
1,037,564,040
1,035,271,771
987,178,005
600,000,000
400,000,000
200,000,000
0
2009 2010 2011
By the end of November 2011 advertisers invested over 4% more in comparison to
the same period of 2010
Source: Kantar Media

36. 130,000,000
120,000,000
110,000,000
100,000,000
90,000,000
80,000,000
70,000,000
2009 2010 2011
60,000,000
50,000,000
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe a typical seasonality of media expenditures, with peak
months from March till June and from September till December.
Source: Kantar Media

37. 2009 2010 Jan-Nov 2011
AMS AMS AMS
STROER POLSKA STROER POLSKA
STROER POLSKA
14% 15% 15%
CITYBOARD CITYBOARD MEDIA
31% 31% 32% CITYBOARD MEDIA
MEDIA
12% CLEAR CHANNEL 10% CLEAR CHANNEL 10%
POLAND 10% POLAND
11% NEWS OUTDOOR NEWS OUTDOOR 16% CLEAR CHANNEL
POLAND
14% 18% 19%
POLAND POLAND
Others 15% Others 27% Others
Outdoor market is consolidated. Over 85% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
27% share is on the second position.
Source: Kantar Media

38. 700,000,000
600,000,000
Jan-Sep 2009 Jan-Sep 2010 Jan-Nov 2011
500,000,000
400,000,000
300,000,000
200,000,000
100,000,000
-
Frontlight Citylight Billboard Backlight
Investments on Billboards are decreasing, but we can also observe
growth of expenditures on Citilights (by 16%). Investments on
Frontlights and Backlights are on a stable level.
Source: Kantar Media

40. In December the BMW company conducted the campaign of Mini on large-format net with
the 3D element.

41. First in Poland VideoNet was prepared by CAM Media company. VideoNet with H&M
campaign was exhibited in the days 19-22.XII, after the dusk, in the centre of Warsaw .
http://vimeo.com/34034026

43. 700,000,000
Full Year Jan-Nov 2011
600,000,000
500,000,000
663,837,150
639,030,267
400,000,000
593,668,213
481,186,101
415,701,778
300,000,000
200,000,000
100,000,000
0
2009 2010 2011
Advertisers invested over 8% more till November 2011 in comparison to the same
period 2010 (considering monitored players: NAM and Multikino).
Source: Kantar Media

44. 100,000,000
90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
2009 2010 2011
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
Advantageous November mainly because of strong Christmas offer
like „Listy do M”
Source: Kantar Media

45. CLOTHING & ACCESSORIES
PHARMACEUTICAL PRODUCTS, MEDICINE
100% HYGIENE & BEAUTY CARE
1% 3%
90% 5% 8% 4% HOUSEHOLD APPLIANCES, FURNITURE &
DECORATION
4% 4% RETAIL
80% 5%
4% 4% 6%
COMPUTER & AUDIO VIDEO
11% 7%
70% 10%
TRAVEL / TOURISM / HOTELS & RESTAURANTS
7%
8% 5%
60% 8% OTHERS
8% 11% FINANCIAL
50%
14%
BEVERAGES & ALCOHOLS
40% 16% 13%
MEDIA, BOOKS, CDs AND DVDs
15%
30% AUTOMOTIVE
17%
18%
20% TELECOMS
21% FOOD
10% 12% 14%
LEISURE
0%
Till November 2011 biggest sectors are Leisure, Food and Telecoms.
Financial and Media sectors increase their shares, whereas Computer
& Audio Video and Automotive sectors are rather in retreat.
Source: Kantar Media

46. 2009 2010 Jan-Nov 2011
MULTIKINO MULTIKINO MULTIKINO
NEW AGE NEW AGE NEW AGE
25% MEDIA 35% MEDIA
43%
MEDIA
75% 65% 57%
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored (third biggest player - Kinads).
Share of Multikino revenues constantly grows for the last couple of
years.
Source: Kantar Media

48. 45,000,000
Full Year Jan - Nov
40,000,000
35,000,000
30,000,000
39,199,530
25,000,000
37,497,421
36,177,765
34,930,829
34,677,759
20,000,000
15,000,000
10,000,000
5,000,000
0
2009 2010 2011
Thanks to strong October decreasing tendency has been stopped
Source: NAM

49. • Investments
• Seasonality
• Media owners
• Media shares

50. Full Year Jan-Nov 2011
2,500,000,000
2,000,000,000
2,847,635,216
2,478,233,145
2,223,328,453
1,500,000,000
2,110,299,443
1,890,442,199
1,000,000,000
500,000,000
0
2009 2010 2011
Radio market revenues increased by 28% till November 2011. We observe that in
4Q of 2011 the dynamic slows down as a result of economic slowdown.
Source: Kantar Media

51. 340,000,000
290,000,000
240,000,000
190,000,000
140,000,000
90,000,000
2009 2010 2011
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe a typical seasonality of media expenditures, with peak
months from March till June and from September till December.
Source: Kantar Media

52. 2009 GRUPA RMF 2010 GRUPA RMF Jan-Nov 2011
2%
7% 3% EUROZET 8% 2% EUROZET 10% GRUPA RMF
GRUPA RADIOWA GRUPA RADIOWA EUROZET
13% 29% TIME 12% 33% TIME
39%
12%
AGORA S.A. AGORA S.A. GRUPA RADIOWA
16% TIME
3% 20% POLSKIE RADIO
POLSKIE RADIO AGORA S.A.
26% 25% 21%
Others Others
Others
Radio market is consolidated. About 98% of the market is held by 5
biggest media owners.
Group RMF has the highest revenues (39% of radio market in Poland).
Next on the podium is Eurozet, however losses its share.
Source: Kantar Media

53. 2009 2010 Jan-Nov 2011
RMF FM RMF FM
RMF FM
ZET ZET
25% 27% PR 3 33% ZET
PR 3
47% 42%
49%
PR 1 PR 3
PR 1
22% 21%
Others Others 17% PR 1
1% 3% 2% 3% 3% 5%
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
An important role is played by radio packages like: Drapacz
Chmur, Package Złote Przeboje, RMF na Maxxxa and others.
Source: Kantar Media

55. • PR- 3 raised prices of advertisements by about 6.6 %
(Mon-Fri, 6:00-20:00)
• In case of PR- 4 prices of advertisements grew about
21.4 %
• PR- 1 raised prices of advertisements by about 1.1 %

56. 90,0%
80,0%
Weekly reach
70,0% September - November
2011
60,0% Weekly reach
September - November
50,0% 2010
40,0%
30,0%
20,0%
10,0%
0,0%
RMF MAXXX
ESKA Siec
PR 1
PR 3
PR 4
ESKA ROCK Siec
RMF Classic
Classic PiN
Radio PIN
ZET Barometr Young
SIEC PLUS
ANTYRADIO Siec
Audytorium 17
Drapacz Chmur Young
Total Time
TOK FM
RMF FM
ZET
ROXY FM
Pakiet Zlote Przeboje
AGORA
PLANETA FM
RMF z KLASA
CHILLI ZET
RMF 3D
Wawa
ZET Barometr
Drapacz Chmur
ZET Barometr Plus
Trojka Premium
Pakiet Niezaleznych
RMF na MAXXXa
Drapacz Chmur Plus
RMF and packages of the RMF Group remain the market leader.
In comparison to the same period of 2010 a weekly reach of the Time stations (Eska Sieć, Eska
Rock and Total Time) and Drapacz Chmur package grew. Biggest drop noted by Audytorium 17.
*Source: Radio Track, wave: IX – XI 2010; IX – XI 2011; TG All 15+

58. PBS DGA conducted a research concerning Polish Internet users activity in
Internet. Results are quite interesting as:
- users still more often check their e-mail accounts and information
websites than social media websites
- next in line of „online actions” are listening to music and watching online videos
- Internet banking is getting more and more popular in Poland as it even appeared
in top 6 of „online actions”.
Source: PBS DGA and CBM Indicator

59. Age
Gender
Feature phone Multimedia phone Smartphone Total
Male Female
11%
55-64 7%
7% 52% 70%
8% 39% 75%
48% 61%
15%
45-54 8%
11% 30%
12% 25%
17%
35-44 16%
21% Total
20%
Smartphone
29% Multimedia
25-34 23% Feature phone
33% phone
31%
27%
16-24 45%
26%
28%
Newest Nielsen agency research concerning mobile phones shows that
almost half (45%) of users aged 16-24 are owners of multimedia phones. This trend
changes while users age raise as there’s a growth of smartphones share vs.
multimedia phones in older users groups, especially 25-34 years old.
Research also shows that there is a huge difference in possession of smartphones
between genders (man are more likely to posses a smartphone).
Source: Nielsen, Smartphone insights - Poland Q3 2011

60. Entertainment 45%
News & Current Events 41%
Search 39%
Music 35%
Banking/Online Trading/Financial Services 35%
Games 32%
Social Networking/Online Communities 31%
Every third person uses Weather 28%
smartphone to make online City Guides/Maps 25%
trading, search and listen to Automotive 22%
music. Business/Finance News 20%
Portal Entry Page/Personalized Entry Page 19%
Shopping/Auctions 19%
Sports 18%
Adult Content 17%
Science/Technology 16%
Almost 30% of visits concern
Videos/Movies 15%
banking, games or social Education/Careers 14%
networking. Travel - Holiday/Commuting 10%
Food/Dining 8%
Health/Fitness 8%
Lottery/Gambling 7%
Almost half of smartphones users Property 4%
None 1%
visit websites with entertainment Other 1%
and news.
Source: Nielsen, Smartphone insights - Poland Q3 2011

61. Media Direction Group webpage:
www.mediadirection.com.pl
In case You have any further questions
concerning Media Landscape
Updater, please contact Andrzej Piskorek
piskorek@mediadirection.com.pl