For an increasing number of Poles, the Internet has become the medium of primary importance. A study conducted by IRCenter proves that the most active Internet users in the first place put YouTube (92%), the second child Mark Zuckerberg (85%), and only on the following positions two largest commercial channels – Polsat and TVN (by 66%).
The study also showed that the attitude towards using the TV has a strong impact on the way users use the network resources.Despite the fact that for an increasing number of internet is becoming the primary medium, television and the strong position of Content Video is still visible. Active internet users as the most important media find additional pay cable and satellite television (76%) and public television (72%). T he network is most popular free VoD (92%), Internet radio (66%) and VoD available for a fee (15%).
“The acquired data we used to create a network of co-use of the media. In this way we were able to identify several specific target groups, which differ in terms of współkonsumpcji media. This valuable information to potential advertisers, “- said Dr. Albert Hupa, president IRCenter, a sociologist and researcher of social networks.
Internet users who knowingly forgo traditional TV, after all watch video content on VoD services (mainly on Youtube, Ipla.tv and Zalukaj.tv). This group is very willing to use the mobile Internet and Facebook. It’s slightly more women, especially after the age of 25, many of whom have children.
stark contrast to non-traditional television viewers are those who are watching video content using all possible relays (TV, PC and mobile devices), also willingly paying for these opportunities. These are people who often watch all the 4 largest public TV channels, as well as the use of Cyfrowy Po lsat and Ipli (apart Youtube). Also do not shun from TVP of Content made available on the websites of the sender VoD.
From the point of view of digital marketing, the most attractive, however, are a group of paid VoD users on the Internet (usually 25-34 years). It is these people widely use various social media, connect to the Internet using the greatest number of devices and use the mobile Internet features.
At the opposite extreme are the least attractive to commercial providers of Content TV users free online video – mostly men with larger cities who are happy to watch the BBC, Eske TV, Zalukaj.tv and Iplex. If anything, the best way to reach these people with zasięgowymi TV commercials; they will not be willing to use the internet marketing solutions.
Of course, there are also people for whom the Internet is just an additional medium for television (there are 22% of active Internet users). This is a group that receives video content primarily in the traditional way through the TV, and the internet is used to a limited extent.
“Television and the Internet are increasingly overlap. A growing number of transmitters, which are made available to television content. In Poland, also increases the popularity of smart TV, there is a hybrid TV; Apple, Google and Netlifix outdo each other in making their own content with all of the devices connected to the TV. Created newer and newer forms of advertising in either medium, and weld them will only recipient. You should think of them now “- adds Dr. Albert Hupa.
About the Study
The data comes from research syndykatowego dot. Media consumption made by IRCenter in October and November 2014. The aim of the study w as to support the activities of television advertising of internet
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