This document provides an overview of internet access globally and in Poland in 2008. Some key points: - Nearly 1.6 billion people worldwide used the internet in 2008, accounting for 24% of the global population. Asia had the most internet users (over 657 million). - In Poland, over 15 million people, or 50% of the population, used the internet in 2008. This represented a growth of over 7 million new internet users since 2000. - Internet penetration rates were highest in North America (74.4%) and lowest in Africa (5.6%). Poland's rate of 50% was close to the global average of 23.8%.

1. Internet
Strategic report IAB Poland
2008
POLAND • EUROPE • WORLD
SPECIAL SUPPLEMENT TO
AUGUST-SEPTEMBER 2009

3. Report prepared by:
Andrzej Garapich, Piotr Kowalczyk, Iwona Połóg, Magdalena Rówińska, Jarosław Sobolewski
Authors:
Karina Adaszak, Adam Chowański, Jacek Chruściany, Krzysztof Dębowski, Piotr Dębski, Łukasz Duda,
Marta Dzikiewicz, dr Andrzej Garapich, Paweł Haltof, Jacek Jankowski, Dominik Kaznowski,
Xawery Konarski, Daniel Kotyras, Piotr Kowalczyk, Agata Kozak, Adam Kwaśniewski,
Beata Mosór, Michał Owczarek, Piotr Panasiuk, Bartosz Piński, Iwona Połóg, Paweł Sala,
Iwona Sienicka, Grzegorz Sławatyński, Jarosław Sobolewski, Robert Stalmach, Tomasz Teodorczyk,
Teresa Wierzbowska-Smolarek, Mariusz Woźnicki, Borys Wróbel
Contact IAB Poland: WWW:
Związek Pracodawców Branży Internetowej Iabpolska.pl
„Interactive Advertising Bureau Polska” Iabpolska.blip.pl
ul. Targowa 34, lokal 43 Iabkonferencje.pl
03-733 Warszawa Forumiab.pl
phone: 022 698 69 70 Mixx-awards.pl
fax: 022 698 15 49 Iabupdate.pl
Editor’s note:
This is the second edition of the most competent and in-depth report describing Polish Internet as
a rightfull medium for marketing communication. The most interesting feature of this edition is proba-
bly the way Internet has been presented; in the first part we describe it as phenomena (Polish inter-
net market) and as marketing communication medium in the second part (Online advertising).
This report is a result of cooperation between our publishing house with IAB Poland. This cooperation
includes several areas: this report, IAB Update meetings, IAB Poland and IAB Europe congresses,
pages of “Media & Marketing Polska”. We believe that the data presented in this report will enable our
readers to familiarize more deeply with the commercial side of Internet, which will translate into real
successes in the future.
Juliusz Donajski
Editor
© VFP Communications Sp. z o.o.
ul. Wał Miedzeszyński 630
03-994 Warszawa
tel.: 022 514 65 00
faks: 022 740 50 55
www.media.com.pl
August-September 2009 Special supplement to „Media & Marketing Polska” 3

4. Internet 2008
Table of contents:
Chapter 1: Polish Internet market
Internet access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Online consumers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Websites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Internet communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38
Polish hosting and domain registration market . . . . . . . . . . . . . . . .41
Usability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45
Website ratings in Poland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47
Chapter 2: Online advertising
Online advertising expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53
Display advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
Video in Internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56
Behavioural targeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59
How to measure engagement . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
SEM – Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . .64
E-mail marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
Mobile marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72
Advertising in games . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75
Word of mouth marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
Appendix: Internet advertising and law – selected issues . . . . . . . . .80
Chapter 3: Electronic trading
Classifieds and yellow pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
Auctions and e-commerce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85
4 Strategic report IAB Poland

6. Internet 2008
Dear readers,
Year 2008 has been the best in the history of Internet market functioning in our country,
for the online advertisement market in Poland. starting from the information on consumers
50 percent of Poles are using Internet today. and following to the legal issues relating
Companies are not able to imagine daily operating to conducting Internet advertising. This report
without using this medium, and online campaigns has been prepared by more than 30 authors who
have gained significant share in the ads budgets. have been supporting everyday activities of IAB
Experts’ prognoses in our organization have been Poland with their expert knowledge in the
confirmed and the expenses on the interactive working groups, giving the lectures during the
advertising have exceeded PLN 1 billion. Even more conferences as well as educating young staffs
surprising was maintaining very strong growth during the university classes. This year we have
dynamics of the Internet ad market that was limited number of chapters which was only
57 percent year to year; despite of the noticeable editorial operation, because finally we have
symptoms of economic slow down at the end of the extended the range of issues presented. Having
year. The main advertising segment in the Internet in mind the previous year’s interest, this year
is still graphic advertising. Important positions for the second time we are planning to issue the
occupy as well: ads in the search engines as well as report in English as well.
advertisements and yellow pages. Also
e-mail marketing is still maintaining its important IAB Poland 2008
position. It is worth noticing that 2008 was a year development time
of coming out to the broader arena of new After difficult first year of operating in new
segments. Community services have entered for formula, 2008 has been the time of strong
good the canon of preferences of Polish Internet development and implementation of plans initially
users and have introduced new forms of ads basing outlined in 2007. Number of organization
on the interaction between them. Majority of the members has doubled, increasing from 33 to 67.
Polish interactive media have introduced offers for We can definitely say that we accomplished
target and behavioral campaigns trying to follow much more than we were assuming. The most
the trends in the most developed markets. We important activity for the market was certainly
shouldn’t forget about the growth of popularity of research projects conducted by us, including
qualifying marketing as well as introduction of IAB AdEx completed together with PwC.
whispering marketing. Incomes earned by We have successfully completed yearly
interactive agencies have reached over PLN 100 research for 2007 and summed up the expenses
million and the level of completion of national for the first half of 2008. Our data was included
campaigns has been recognized by juries of in the European results of AdEx research.
international contests. It becomes even more important if we perceive
At the end we would like to wish our branch as it as an opportunity to promote our country on
successful years in the future. the European arena, when 10-20 percent of
campaigns are conducted in several countries
Editorial meeting simultaneously. We want Poland to join the group
This report is a sixth yearly summary of countries where such campaigns are run
of activities in many different dimensions regularly.
6 Strategic report IAB Poland

8. Internet 2008
We are satisfied with the popularity of In 2008 we have encountered for the first
conferences and meetings organized by our time the necessity to personally represent the
bureau. We have organized over 20 of them. IAB interests of interactive branch when contacting
2008 Forum has been visited by 650 guests, both the government agencies in relation to the well
Polish as well as foreigners, and 400 people took known case of pop up advertising conducted by
part in the award gala of the Mixx Awards contest Office of Competition and Consumer Protection.
for the best Internet campaigns. We have been We have undertaken the role of mediator
developing IAB Update cycles and each of them has between the bodies acting on our market and at
gathered more than 350 participants, and IAB the same time we have cooperated with other
Show case – addressed at marketers exclusively, organizations on the national level. We have been
a series of meetings presenting the best national working together with SAR and “Advertising
case studies. We have visited Cracow, Wroclaw Council” Associations Union, where we have
and Tricity presenting the series of IAB Meeting. introduced two our representatives as judges
Within the framework of marketing workgroup in – Dominik Kaznowski and Olgierd Cygan – who
the search engines and in cooperation with IDG seat in the adjudication panel of the Advertising
we have successfully prepared two day conference Ethics Committee.
– SEM 2008. During those events the presence On the international arena we have been acting
of clients that rarely visit branch events was in cooperation and within the framework of IAB
particularly valuable. We have tried to support Europe. The success of our Polish IAB became an
companies and organizations which try to organize example for Central and Eastern European
individually or in collaboration local events aiming at countries. IAB Poland has supported development
introducing interactive marketing, including among of local IAB branches in Hungary and Croatia.
others: Media-trendy, Impactors, IDG conferences, Apart from participating in European AdEx,
E-rewolucja biznesu, Tubes, Netcamps, and IT Andrzej Garapich PhD, president of PBI,
Party. An interesting opportunity to establish ties representing IAB participated in the world
and contacts on the international level was the initiative of MIA Project aiming at creating
trip taken by the group of 70 representatives of methodology for comparing the ways of measuring
our interactive market to the Interact congress the number of users in individual countries.
organized by IAB Europe in Berlin. We pay Thanks to the large number of users
significant attention to the process of self- participating in the research, Poland has become
regulation through the documents of one of the main most active markets in the
recommendation, best practices and work research.
standards prepared in the Workgroups. The
following groups have been conducting their works The success of 2008 activities was
in 2008: interactive agencies, best practices in significantly driven by cooperation with:
display advertising, e-mail marketing, SEM, Grzybowski & Grzybek Law Firm, PRActions
networks, video and local searching. Unfortunately company as well as Kompan.pl and Opcom
not all the works are continued at the moment companies which support development of our
and not all of them have reached the assumed communication tools in the network. It is
goals. Because of that at the end of the year impossible to name all the persons who
coordinator of workgroups has been employed contributed to the development of our
– Jacek Wownysz who is responsible for active organization this year. Nevertheless we would
animation of those activities. like to thank all of them.
8 Strategic report IAB Polska

9. Internet 2008: Polish Internet market
CHAPTER 1
POLISH
INTERNET MARKET
Internet access
World Internet
According to the InternetWorldStats.com internet users live in Asia (over 657 million), and
almost 24 percent of the world population has in percentage terms the leader is the North
been using Internet in 2008, which makes it America, where almost three quarters of
almost 1.6 billion people. The largest number of residents use the network.
World Internet users
Region Population Internet Internet Penetration Growth Percent
users users (population 2000-2008 of Internet
in 2000 in 2008 percent) (in %) users
in the world
Africa 975,330,899 4,514,400 54,171,500 5.6 1 100.0 3.4
Asia 3,780,819,792 114,304,000 657,170,816 17.4 474.9 41.2
Europe 803,903,540 105,096,093 393,373,398 48.9 274.3 24.6
Middle East and Central Asia 196,767,614 3,284,800 45,861,346 23.3 1 296.2 2.9
North America 337,572,949 108,096,800 251,290,489 74.4 132.5 15.7
Latin America 581,249,892 18,068,919 173,619,140 29.9 860.9 10.9
Australia and Oceania 34,384,384 7,620,480 20,783,419 60.4 172.7 1.3
The world 6,710,029,070 360,985,492 1,596,270,108 23.8 342.2 100.0
Source: InternetWorldStats.com, 2008
Users according to regions Internet penetration according to regions
North
Asia 657.2 America 74.4
Australia
Europe 393.4 and Oceania 60.4
North Europe
America 251.3 48.9
Latin Latin America
America and 173.6 and Caribbean 29.9
Caribbean
Middle East
Africa 54.2 and Central Asia 23.3
Middle East
and Central Asia 17.4
45.9
Asia
Australia Africa 5.6
and Oceania 20.8
Million 100 200 300 400 500 600 700 800 World
average 23.8
Source: InternetWorldStats – www.internetworldstats.com/stats.htm, 2008
% 10 20 30 40 50 60 70 80
Source: InternetWorldStats – www.internetworldstats.com/stats.htm, 2008
12 Strategic report IAB Poland

11. Internet 2008: Polish Internet market
Internet in Europe
In Europe almost 400 million people have Internet the highest (Island – 90 percent, Norway – 86 per-
connection, which means that nearly every second cent, Finland – 83 percent). In percentage terms
(48.9 percent) resident of the continent uses the the lowest number of internet users lives in Albania
network. The most privileged are residents of Scan- – 16 percent, Moldova – 16.2 percent and Vatican
dinavia where the percentage of internet users is – 16.9 percent.
Country Population Internet Penetration Growth Percentage
estimated users (percentage 2000-2008 of Internet users
in 2008 in 2008 of population) (in %) in Europe
Albania 3,619,778 580,000 16.0 23,100.0 0.1
Andorra 82,627 58,900 71.3 1,078.0 0.0
Austria 8,205,533 5,601,700 68.3 166.7 1.4
Belarus 9,685,768 2,809,800 29.0 1,461.0 0.7
Belgium 10,403,951 7,006,400 67.3 250.3 1.8
Bosnia and Herzegovina 4,590,310 1,441,000 31.4 20,485.7 0.4
Bulgaria 7,262,675 2,368,000 32.6 450.7 0.6
Croatia 4,491,543 1,984,800 44.2 892.4 0.5
Cyprus 792,604 324,880 41.0 170.7 0.1
Czech Republic 10,220,911 4,991,300 48.8 399.1 1.3
Denmark 5,484,723 4,408,100 80.4 126.1 1.1
Estonia 1,307,605 854,600 65.4 133.1 0.2
Finland 5,244,749 4,353,142 83.0 125.9 1.1
France 62,150,775 40,858,353 65.7 380.7 10.4
Germany 82,369,548 55,221,183 67.0 130.1 14.0
Gibraltar 28,002 9,853 35.2 515.8 0.0
Greece 10,772,816 4,932,495 46.0 393.2 1.3
Hungary 9,930,915 5,215,400 52.5 629.4 1.3
Island 304,367 273,930 90.0 63.1 0.1
Ireland 4,156,119 2,410,549 58.0 207.5 0.6
Italy 58,145,321 28,388,926 48,8 115.1 7.2
Kosovo 1,794,984 377,000 21.0 0.0 0.1
Latvia 2,245,423 1,324,800 59.0 783.2 0.3
Liechtenstein 34,515 23,000 66.6 155.6 0.0
Lithuania 3,565,205 2,103,471 59.0 834.9 0.5
Luxemburg 486,006 363,900 74.9 263.9 0.1
Macedonia 2,061,315 906,979 44.0 2,923.3 0.2
Malta 403,532 95,000 23.5 137.5 0.0
Moldova 4,324,450 700,000 16.2 2,700.0 0.2
Monaco 32,835 20,000 60.9 185.7 0.0
Holland 16,645,313 13,791,800 82.9 253.6 3.5
Norway 4,644,457 3,993,400 86.0 81.5 1.0
Poland 38,500,696 20,020,362 52.0 615.0 5.1
Portugal 10,676,910 4,249,200 39.8 70.0 1.1
Romania 22,246,862 7,430,000 33.4 828.8 1.9
Russia 140,702,094 38,000,000 27.0 1,125.8 9.7
San Marino 29,973 15,600 52.0 524.0 0.0
Serbia 8,032,338 2,602,478 32.4 550.6 0.7
Slovakia 5,455,407 3,018,400 55.3 364.4 0.8
Slovenia 2,007,711 1,300,000 64.8 333.3 0.3
Spain 40,491,051 28,552,604 70.5 429.9 7.3
Sweden 9,045,389 7,295,200 80.7 80.2 1.9
Switzerland 7,581,520 5,762,700 76.0 170.0 1.5
Turkey 75,793,836 26,500,000 35.0 1,225.0 6.7
Ukraine 45,994,287 6,700,000 14.6 3,250.0 1.7
Great Britain 60,943,912 43,753,600 71.8 184.1 11.1
Vatican 549 93 16.9 0.0 0.0
Jointly 803,903,540 393,373,398 48.9 274.3 100.0
Source: InternetWorldStats.com, 2008
14 Strategic report IAB Poland

13. Internet 2008: Polish Internet Market
Internet access in Poland
Internet range in Poland is still lower than in
Western European countries. Nevertheless,
compared to the European Union countries the
number of Polish Internet users is growing very
quickly. According to the Net Track research
conducted by Millward Brown SMG/KRC company
in December 2008 there were 13,750,500
Internet users of 15 years old or older, which
gives us 45.6 percent of population. Megapanel
PBI/Gemius research takes into account internet
users of over 7 years old and in December 2008
there were 15,523,000 of such users.
Internet access in Poland
Internet users over 15 years old
(NetTrack) information in the brackets
– what percentage of population they are
the percentage of Internet users
of over 7 years old (Megapanel)
2000 2.2 (7.4%)
2001 4.6 (15.2%)
2002
5.8 (19.3%)
6.5 (21.7%)
2003
7.4 (24.5%)
2004
9
8.4 (28%)
2005
9.6
11.7 (38.7%)
2006
13.1
12.9 (42.9%)
2007
14.1
13.8 (45.6%)
2008
15.5
Million 5 10 15 20
Source: Millward Brown SMG/KRC NetTrack, XII 2000-2008,
Megapanel PBI/Gemius, XII 2004-2008
16 Strategic report IAB Poland

14. Internet access
Internet access Internet users age
in the households Internet is a medium used by young people.
According to the European Commission data, Age is the most important factor that diversifies
48 percent of households in Poland are provided Internet users and people who do not use the
with Internet access. It ranks Poland eighth from network. According to the research institute
the end on the list of 27 countries. GfK Polonia, in the youngest age groups almost
every person is connected to Internet.
Internet access Percentage of Internet users
in the households in individual age groups in Poland
EU 27 countries 60 15-19 96
EU 25 countries 62
EU 15 countries 64 20-24 88
Holland 86 25-29 80
Island* 84
Norway 84 30-34 72
Sweden 84
35-39 68
Denmark 82
Luxembourg 80 40-44 64
Germany 75
Finland 45-49 48
72
Great Britain 71 50-54 38
Austria 69
France 62 55-59 33
Belgium* 60
60-64 22
Malta 59
Slovenia 59 65-69 10
Estonia 58
Slovakia 70-75 5
58
Ireland* 57 % 20 40 60 80 100
Latvia 53
Source: GfK Polonia Net Index, III 2009, population: Poles 15-75, n=950
Spain 51
Lithuania 51
Poland 48
Czech Republic 46
Portugal 46
Cyprus 43
Italy 42
Hungary* 38
Greece 31
Romania 30
Bulgaria 25
% 20 40 60 80 100
Source: European Commission, 2008. Research on age group of 16-74 years old
*Data for 2007
August-September 2009 Special supplement to “Media & Marketing Polska” 17

15. Internet 2008: Polish Internet market
Internet users education Reasons for refraining
A factor that diversifies Poles using and not from using the Internet
using Internet is education. According to a very During the past two years the dynamics of Internet
interesting research project completed by CBOS users’ growth has slowed down. The reasons that the
centre and research team of Gazeta.pl portal, people examined by GUS gave to answer the question
Internet is used by 85 percent of people with why they do not feel the need to get an Internet
higher education and only 35 percent of people connection are very interesting. Year by year the
with vocational education. number of persons that indicate financial issues is
decreasing. At the end of 2008 only 29 percent of
people have indicated that their reasons relate to too
high costs of equipment, and 26 percent stated that
the reason is too high access cost. Financial barrier is
Polish Internet users education becoming less and less important reason, because of
which 52 percent of Polish households are still not
Incomplete primary 11 connected to the Internet. On the other hand, the
number of persons that, as an answer to the lack of
Primary 9 Internet connection, state: “I don’t feel the need” is
Middle school growing. It is alarming that 45 percent of Poles openly
93
declare that they do not feel the need to get an
Vocational 35 Internet access.
Secondary,
no A level certificate 52
Secondary, Reasons for refraining
A level certificate 73 from using the Internet
Secondary vocational,
no A level certificate 53 2008 2007 2006
Secondary vocational,
A level certificate 63 45
No need 41
Post-secondary 69 43
Higher holding a degree
of engineer, bachelor, 85 29
Too expensive
registered economist equipment 32
Higher holding MA or PhD 36
85
%
26
20 40 60 80 100 Too expensive
access cost 31
Source: „A portrait of Internet user” CBOS and Gazeta.pl, 2008 35
23
Lack of skills 20
19
Internet 8
connection 8
somewhere else 8
Lack of technical 7
capabilities to connect 9
to the Internet 8
5
Aversion to Internet 3
3
Security
2
reasons 2
2
%* 10 20 30 40 50
Source: GUS, 2006, 2007, 2008, research on 16-74 years old
*Total number of households without Internet access. More than one
18 Strategic report IAB Poland

16. Internet access
Broadband connection European Union developed countries. In 2008,
Although straight majority of Polish Internet in relation to the number of connections of over
users use the Internet via broadband connection 144 Kb/s type bandwidth, Poland has been ranked
(according to the Net Track research, 90 percent the last among 27 EU countries. Poland’s
of responders using Internet at home declare position has deteriorated; in 2007 our country
having always-on Internet access), in terms of was overtaken by Greece and Romania.
broadband Poland holds far position behind the
Broadband connection
June 2008 January 2009
Population 38,115,000 38,115,000
Number of households 13,337,040 13,337,040
Number of all broadband 4,878,148 5,534,549
Total penetration (in percentage) 12.80 14.50
Total penetration in households (in percentage) 36.60 41.50
Number of stationary broadband 4,065,118 4,440,774
Total penetration – stationary access (in percentage) 10.70 11.70
Total penetration in households (in percentage) 30.50 33.30
Mobile Internet (number of modems) 733,243 1,064,158
Mobile access (in percentage) 1.90 2.80
Penetration of number of modems in households (in percentage) 5.50 8.00
Source: Office of Electronic Communication, report „Retail market of broadband access”, VI 2008, I 2009
Broadband connection in European Union
2008 2007
37.4
37.2
35.8
40
33.1
32.5
30.7
35
28.8
27.3
28.3
27.5
26.6
26.3
26.2
30
24.6
24.3
23.8
23.9
23.6
22.3
21.7
20.8
21.1
20.8
20.5
25
20.0
19.5
19.1
18.8
18.1
18.4
18.2
16.8
16.3
15.8
16.1
16.0
15.8
15.9
20
15.5
15.7
15.3
14.8
13.9
12.7
12.2
11.6
11.6
11.1
11.2
10.7
15
9.5
9.6
9.6
10
6.8
6.9
6.6
6.8
5.7
5
%
De ies
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ia
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ies
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ur
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en
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ee
lga
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ov
hu
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Po
Cy
ep
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Sw
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Bu
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m
ou
F
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Ge
Sl
Sl
co
Lit
t
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ea
xe
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15
27
ec
EU
Cz
EU
Source: European Commission, 2007, 2008
August-September 2009 Special supplement to “Media & Marketing Polska” 19

17. Internet 2008: Polish Internet market
Online consumers
Education and professional status Education of Polish Internet users of 18+
Internet users in Poland are representing
higher than average social and material status, University Primary Middle
and incomplete primary school
and most of the time they are well educated.
Percentage of persons holding university degree 2.4% 2.8%
is much higher than in the population and is
18.7 percent. Another 18.8 percent of users
have postsecondary, college or incomplete 23% 15%
university education. Moreover significant group
of Internet users is a group of people with
secondary and incomplete secondary education
23.2% 33.6%
(33.9 percent). Comparing to 2007 there have
been no changes to the internet users
education.
Education of Polish Internet users
University Primary Middle
and incomplete primary
Postsecondary, Secondary Vocational
college and incomplete and incomplete
higher secondary
11.4% 5% Source: Megapanel PBI/Gemius, XII 2008
18.7%
relation to the whole population. Among people
12.2% that are using Internet and are over 18 years old,
18.8% 23 percent declares holding university degree.
Primary education has been indicated only by
33.9% 2 percent of internet users.
Still the largest group of Polish Internet users
includes pupils and students – 32.6 percent. Their
range has dropped down by 2 percent points
compared to 2007. More than 1/3 of users (33.6
Postsecondary
Postsecondary, Secondary Vocati
Vocational
college and incomplete percent) belong to the group of people running own
and incomplete secondary business (18.3 percent), specialists or persons with
secondary
freelance occupation (8 percent) as well as office
Source: Megapanel PBI/Gemius, XII 2008
workers and administration workers (7.3 percent).
Unemployed (3.2 percent) and qualified laborers (3.9
percent) are the smallest group of Polish Internet
If we take a look at the group of adult Internet users. Retired and pensioners (4.3 percent) group is
users exclusively, the structure of education slightly exceeding the group that includes senior
is illustrating even more the differences in management (4 percent).
20 Strategic report IAB Poland

18. Online consumers
Professional status of Polish Internet users people at school. 30.2 percent of Internet users
have refused to answer the question regarding
Junior manager Qualified laborer Unemployed their earnings. Among the people that answered
Other Pupil or student
that question, the highest percentage (18.7
percent) declares income around 1,001-2,000
PLN. Among the remaining persons earning
incomes, 7.8 percent declares their income to
18.3% oscillate between 2,001-3,000 PLN, 7.4
3.2% 32.6% percent earns up to 1,000 PLN and 4.4
3.9% percent, according to their declaration, earn
4% over 3,000 PLN.
4.3% Internet users’ incomes among
5.7% 8% persons declaring income
6.1%
6.7% 7.3%
Over PLN 3,000 Up to PLN 1,000
11.4%
Sales or services
department employee
Office,
administration worker
Specialist,
freelance
19.3%
Retired or pensioner Owner, facility Own business
manager, director 20.4%
Source: Megapanel PBI/Gemius, XII 2008
Nearly 1/3 (31.5 percent) of Polish Internet 48.9%
users declares no earnings. It coincides with the
structure of professional status of Internet
users, where 32.6 percent of Internet users are
Polish Internet users incomes
From PLN 2,001 to 3,000 From PLN 1,001 to 2,000
Answer refused No income Up to 1000 PLN
Source: Megapanel PBI/Gemius, XII 2008
Among Polish Internet users earning incomes,
the highest percentage earns between 1,001-
-2,000 PLN (48.9 percent). 20,4 percent of
30.2% 31.6% people are earning between 2,001-3,000 PLN.
The group of people earning up to 1,000 PLN
includes 19.3 percent of Polish users. 11.4
percent of people earn over 3,000 PLN monthly.
4.4%
7.4%
7.8% 18.7%
Over PLN 3,000 From PLN 2,001 From PLN 1,00
to 3,000 to 2,000
Source: Megapanel PBI/Gemius, XII 2008
August-September 2009 Special supplement to “Media & Marketing Polska” 21

19. Internet 2008: Polish Internet market
Internet and gender Polish Internet users age
The number of women among Polish Internet
55+ 7-14 15-24
users is nearly equal to the number of men.
Similarly to the situation that happened a year
and two years ago, in 2008 women were
7% 11.4%
exceeding in the age group of 15-35 years old.
Compared to the previous year, in 2008 women 11.6%
to men ratio in the age group of 55+ has
changed. In 2008 women were prevailing in that 15.6% 30.3%
group (27.2 percent) compared to men
(21.1 percent). In the remaining age groups men
are more frequent. 24.1%
Polish Internet users
according to their gender (age brackets)
Women Men 45-54 35-44 25-34
33.3
Source: Megapanel PBI/Gemius, XII 2008
35
Age structure of Internet users
27.4
27.2
30 The largest age group of Polish Internet users
includes people between 15-24 years old
25 (30.3 percent). Second largest group are people
21.1
between 25-34 years old (24.1 percent).
17.3
20 The lowest percentage (7 percent) is over
55 years old. Internet users’ population
13.8
12.6
12.3
15 according to their age has not changed a lot in
10.8
10.2
2008, compared to the previous year.
9.3
10
Structure of Internet users according
4.6
to their residence (voivodships)
5
Podkarpackie Remaining Mazowieckie
% Silesia Małopolskie
7 14
7-14
4 15 24
15-24
5 25 34
25-34
5 4 35 4
35-44
5 44 45 5
45-54
5 54 pow 55
pow.
w
Source: Megapanel PBI/Gemius, XII 2008
13.6%
23.4%
Gender has been diversifying the time spent 13.3%
on browsing through the websites representing 5.7%
the individual subject categories. Men spend
5.2% 9.9%
almost twice as much time on browsing through
sport websites, they dedicate more time to 5.8%
business services, news or motorization. Women
6.7% 7.6% 8.7%
in majority spend time in community websites
and, naturally, browse through the services
dedicated to women.
Łódzkie Lower Silesia Wielkopolskie
Kujawsko-pomorskie Pomorskie
Source: Megapanel PBI/Gemius, XII 2008
22 Strategic report IAB Poland

20. Online consumers
Structure of Internet users according
to their residence (town/village)
Town Town Village Town
from 200,000 above 500,000 up to 20,000
to 500,000
o
16.1%
27.9%
12.3%
8.8% 13.3%
10.2% 11.4%
Town Town Town
from 100,000 from 50,000 from 20,000
to 200,000 to 100,000 to 50,000
Source: Megapanel PBI/Gemius XII 2008
Place of residence
Polish Internet is still a medium of large Despite of definitely better access to the
agglomerations and areas of well developed Internet in the biggest cities and
telecommunication structure. The process of agglomerations, the largest number of Internet
geographical diversification of Internet users is users are, irrespective of place of residence,
more and more noticeable. persons living in the villages (27.9 percent) and
The region with the largest number of internet in the towns of above 500,000 residents
users is Mazowieckie voivodship (13.6 percent), (16.1 percent), as well as up to 20,000
next positions are held by the following regions: residents (13.9 percent).
Silesia (13.3 percent), Małopolska (9.9 percent),
Wielkopolska (8.7 percent) and Lower Silesia
(7.6 percent).
August-September 2009 Special supplement to “Media & Marketing Polska” 23

21. Internet 2008: Polish Internet market
Activity of Polish Internet users (2008)
Month Average number Average time Average time
of hits per one user spent by user of hit
January 2823.49 45:32:37 00:00:58
February 2757.17 41:30:50 00:00:54
March 2987.10 42:35:25 00:00:51
April 2888.87 39:35:53 00:00:49
May 2759.40 37:44:41 00:00:49
June 2642.77 37:14:36 00:00:51
July 2525.43 37:02:46 00:00:53
August 2696.29 39:30:31 00:00:53
September 2641.65 39:14:44 00:00:53
October 2834.02 42:08:09 00:00:54
November 2915.32 44:20:20 00:00:55
December 3043.18 46:28:52 00:00:55
Source: Megapanel PBI/Gemius, XII 2008
Activity of Polish Internet users users’ activity: the highest growth of hits
and time spent in the network falls down in
Apart from the number of Internet users, also January, then the activity continues to grow
the time spent in the network by an average slightly and in the second quarter of the year,
user is increasing in Poland. especially during the holiday time drops
Basing on the data collected during the significantly, to reach the level of the best
research conducted by Megapanel PBI/Gemius months of the previous year. In autumn the
at the end of 2008, every Polish Internet user activity of average Internet user is increasing
spent on average 46 hours and 29 minutes again, reaching the level of the beginning of the
monthly (December 2008), which indicates the year, and then in December and January it is
growth by 8 hours and 17 minutes, compared increasing even more, reaching new, higher level
to the previous year. Significant growth has been of reference for the next year. Despite of the
noticed in the hits made by one Internet user, growth in number of hits, the average time of
from 2,395 in December 2007 to 3,043
in December 2008. Every year we can notice
a certain regularity in the changes of Internet Polish Internet users experience
Over 5 years Up to 6 months From 6 months
to 1 year
Internet used by men and women
3.9%
Average time per user (hrs:min:sec)
7.0%
Period Women Men
XII 2006 26:29:42 30:14:44 33.5%
XII 2007 38:12:20 38:11:28
12.6%
XII 2008 46:28:29 46:29:15
Source: Megapanel PBI/Gemius, XII 2006, XII 2007, XII 2008
Average number of hits per user 43%
Period Women Men
XII 2006 1585.48 1853.64
XII 2007 2380.94 2409.86
XII 2008 3046.98 3039.48 From 2 to 5 years From 1 to 2 years
Source: Megapanel PBI/Gemius, XII 2006, 2007, 2008 Source: Megapanel PBI/Gemius, XII 2008
24 Strategic report IAB Poland

22. Online consumers
one hit has not dropped down – it is still under used more frequently. At the end of 2008 71.3
one minute. percent people used internet everyday or almost
The group of people experienced in using the everyday, which indicates the growth by 4.2 percent
Internet is growing. compared to the previous year. 18.6 percent of
users declare that they use internet few times
In 2007, 71 percent of Internet users had been a week, and further 6 percent uses the network
using it for more than 2 years; in 2008 this once a week. 4.1 percent connects to the network
percentage has grown by 5 percent. few times a month.
During 2007 the differences in the intensity of
Internet use between men and women have became
even. This tendency has been maintained during Activity of the Internet users according to their age
2008. In December 2008, both men and women
Real users Hits
have spent nearly 46.5 hours on the Internet. It has
increased by over 8.5 hours for both sexes, 40
compared to the previous year. Also the average 39.6
number of hits for both sexes is leveled and is 35
30.1
slightly over 3 thousands.
Growth of activity among Polish Internet users 30
24.3
23.8
translates also into the fact that the Internet is
25
20
15.6
Frequency of Internet using
14
11.5
11.5
15
More or less once a week One or few times
a month
8.7
9
10
7
4.8
4.1% 5
6%
%
7 14
7-14 15 24
15-24
5 25 34
25-34
5 4 35 44
35-44
54 45 54
45-54
55 pow 55
pow.
18.6% Source: Megapanel PBI/Gemius, XII 2008
71.3%
The activity of Internet users is influenced by
their age. The most active group (counted by the
hits generated) includes persons between 15-24
Few times a week Every day or almost every day years old and 25-34 years old. The least active are
people between 7-14 years old and over 55 years
Source: Megapanel PBI/Gemius, XII 2008
old.
August-September 2009 Special supplement to “Media & Marketing Polska” 25