Global Media Intelligence 2019: Poland

Key Features

Digital devices are well established in Poland, but traditional media habits are remarkably persistent.

• Desktop and laptop computers were relatively widespread in Poland before the emergence of smartphones, and PC ownership has remained high, at 88.9% of internet users in H1 2019, according to GlobalWebIndex.
• Smartphone ownership had risen to 95.3%, compared with 93.3% in H1 2018. About half of internet users ages 16 to 64 also owned a tablet, including 60.9% of those in the most affluent households.
• PCs and tablets still claimed far more of internet users’ time, at an average 3 hours, 41 minutes (3:41) per day; mobile activities accounted for an average of 2:43.
• About two-thirds (65.8%) of internet users polled in Q1 2019 had read a print newspaper in the prior month, while 67.2% had read a print magazine.
• As in 2018, internet users in the lowest-income homes were least likely to consume any traditional media.
• Poland’s internet users have responded quite warmly to smartwatches, as 12.0% of those polled in H1 2019 said they owned one. Adults ages 25 to 34, and those in the top 25% of households (ranked by income) were most likely to be smartwatch owners.
• By contrast, most other smart devices have made little headway in Poland. In H1 2019, smart wristbands, smart-home products and virtual reality (VR) headsets all registered less than 8.0% ownership.