Most of the Internet users in Poland use while watching TV with the network. The youngest prefer to watch videos on the web than on TV.
The so-called Multiscreening, or sharing attention between several screens, it has already become a habit surfers. Not only Polish, but in Poland this phenomenon is compared with Hungary and the Czech Republic, increased.From cell watching TV
Internet enters the tablet or smartphone while watching traditional TV already most, because 59 percent. Internet users and 73 percent. all people using the network has a habit of using several devices at once – according to a survey Multiscreen Study MEC media house. That’s a higher percentage than in Hungary (51 percent.) Or in the neighboring Czech Republic (38 percent.), Comparable with the Russian (60 percent.), Although much lower than in Romania, where it is as high as 79 percent. This raises questions about the quality of both the television audience research, and the effectiveness of television advertising, which in Poland, companies still spend half of all the money invested in advertising campaigns. The survey shows that in Poland as much as 68 percent. people who “switch in time” watching television on a tablet or mobile phone, it does so not only when watching advertising, but also in time-tracking programs or movies. One in four straight declares that the internet comes when “moving” commercial breaks. In Romania, such declarations are even more, as much as 38 percent. According to Rogier Croes, head of digital media at MEC in Central and Eastern Europe, Russia and the CIS, it does not necessarily mean for advertisers drama. – Paradoxically, smartphone and tablet taking some attention, but often provide the presence of the viewer in front of the TV. Advertisers should take advantage of this opportunity – says Rogier Croes. The easiest way is to block advertising hint bored viewer in advertising, where you can find additional information about your product on the network. – The percentage of Internet users who happen to search the Internet information about the brands advertised on television, ranges from 40 percent. – Hungary, to 77 percent. – The Czech Republic and Romania. In Poland happens is 58 percent. Internet – gives MEC. The most recent statistics show that advertisers are not yet fully convinced such solutions. Although the Czech Republic and Hungary half of the ads already include information about the campaign website or business in Poland is so far only one-third. With Romania and Hungary while we are quite well positioned as a market for the needs of mobile users. As much as 80 percent. Companies that redirect recipients television ads on their websites, mobile websites already has – in Romania and Hungary such companies is 76 percent.
The youngest in the network
Popularity multiscreeningu also makes television is becoming more competitive, especially among younger viewers. As reported by Agnieszka Sora, managing director of GfK Polonia Warsaw at last week’s International Media Summit online video coverage in Poland is getting closer to that of a traditional television. This year it will reach 96 percent. Poles over the age of four, and video network to 58 per cent. In two years it will no longer, however, as follows: 95 percent. and 67 percent. (see chart). revolutionary change occurs while earlier this year among the youngest viewers. GfK predicts that for the first time Internet video will be received at greater portion of viewers between 16 and 24 years of age (92 percent.) Than television (88 percent.). In subsequent years, the trend in favor of the internet will only increase.
Do not cut off the cord en masse
Popularity platforms, network video drive them getting better offers software . According to GfK, in the US 7.3 percent. (or 8.6 million) of households belongs to a group of cord cutters – in them high speed internet access, there is no traditional pay-TV. In the group homes with access to Netfliksa or Hulu last year it was already 17.4 percent. Polish broadcasters do not fear for the time being this trend. – In the US, growth slowed cordcuttingu, and in Poland it is not yet clear trend. In the US, the reason for this trend is Netflix – it is not at all about giving up TV services, but the use of other similar services – said Maciej Maciejewski of the Management Board of TVN during the Media Summit. How she would add, it is not convinced that Netfliksa debut in Poland would find the fashion of cutting the cable. – Today, Netflix is popular in Poland, because access to it is a pirate, and so free. I’m not convinced that Polish viewers willing to pay for access to the American series on the network. Unless the offer was to occur also Netfliksa local content, but more on that at the moment you do not hear – add Maciejowski.
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