Global Media Intelligence 2020: Poland

Key Features

In Poland, as elsewhere, desktops and laptops are gradually becoming less common.

• PCs have been widespread among internet users in Poland in recent years, but penetration fell slightly in 2020. According to GlobalWebIndex, 87.5% of respondents ages 16 to 64 owned a desktop or laptop this year, compared with 88.9% in H1 2019. This incremental decline is a pattern noted in many other countries in H1 2020, as smartphones cement their role as the primary digital device for most of the online population.
• Smartphone ownership rose slightly to 96.9%, as advanced handsets increasingly found their way to older internet users. Some 51.1% of respondents also owned a tablet, including nearly 57% of those ages 35 to 44 and 59.3% of those living in affluent households.
• PCs and tablets continue to claim far more of internet users’ time than mobile devices do, at an average 3 hours, 43 minutes (3:43) daily. Mobile time had risen more dramatically than PC time since H1 2019 and accounted for 3:00 daily on average.