
The National Media Institute’s Establishment Survey provides insight into how and how often Poles use traditional and electronic media. Surveyors examined what devices people have at home and what they can access at work or school. The results are as follows:
- Access to TV: 92.0%
- Access to radio: 80.3%
- Access to a computer/tablet: 66.0%
- Access to a mobile phone/smartphone: 88.5%
However, access to a media device does not necessarily mean it is used regularly.
Television
In the 30 days preceding the survey, 90.2% of respondents reported watching television. This translates to 33.1 million Poles, but it’s only 96% of those with access to a TV. Conclusion: two million Poles could watch linear TV but choose not to.
In a longer, three-month period, 92.1% of respondents confirmed watching TV, equating to nearly 33.8 million people. Among age groups, those aged 65+ are the most frequent TV viewers.
- TV viewership by age group
- 4-9 years: 91.5%
- 10-15 years: 95.2%
- 16-24 years: 88.1%
- 25-34 years: 87.0%
- 35-44 years: 90.4%
- 45-54 years: 93.0%
- 55-64 years: 95.2%
- 65+ years: 95.9%
Radio
Radio listening was reported by 75.2% of respondents, meaning that 27.6 million people listened to the radio at least once in the past month. Among radio owners, nearly 8% did not turn on their device even once during the month before the survey.
In a three-month period, the number of radio listeners increases significantly, reaching 80.4% of the population, or 29.5 million people - 1.9 million more than in the one-month period. Radio is least popular among teenagers and most popular among those aged 35-44.
- Radio listenership by age group
- 4-9 years: 71.7%
- 10-15 years: 65.7%
- 16-24 years: 78.5%
- 25-34 years: 83.5%
- 35-44 years: 85.9%
- 45-54 years: 84.4%
- 55-64 years: 82.4%
- 65+ years: 77.9%
Internet
At least 76.8% of respondents use the internet occasionally. In a monthly timeframe, internet users slightly outnumber radio listeners at 28.2 million. According to the National Media Institute, the devices used to access the internet include:
- 26.4 million mobile phone owners (93.9% of internet users)
- 23.6 million computer and tablet owners (83.8% of internet users)
- 15.8 million Smart TV owners (56.2% of internet users)
Over three months, the number of internet users grows by just 300,000, indicating that those who use the internet tend to do so regularly. Among those aged 10 to 50, almost everyone surfs the web. However, over a three-month period, internet usage slightly trails radio usage.
- Internet usage by age group
- 4-9 years: 77.6%
- 10-15 years: 98.6%
- 16-24 years: 99.1%
- 25-34 years: 99.1%
- 35-44 years: 96.5%
- 45-54 years: 89.0%
- 55-64 years: 68.3%
- 65+ years: 28.7%
Print Media
Reaching for newspapers or magazines at least once a quarter is reported by 65.7% of respondents, equating to 24 million readers. Nearly half of this group also reads online editions. Over 11.3 million people, or 31% of the population, read e-publications. The older the age group, the higher the popularity of print media, with readership reaching up to three-quarters among the oldest Poles.
- Print readership by age group
- 4-9 years: 24.6%
- 10-15 years: 45.3%
- 16-24 years: 65.0%
- 25-34 years: 64.9%
- 35-44 years: 69.4%
- 45-54 years: 73.7%
- 55-64 years: 75.3%
- 65+ years: 72.8%
* * *
The National Media Institute’s Establishment Survey was conducted between July 2021 and March 2022 on a representative sample of 17,143 people aged 4 and older. Full results are available at https://kim.gov.pl/wyniki-badan/
COMMERCIAL BREAK
New articles in section Media industry
Paid journalistic content. Market trends and forecasts by Reuters Institute
Krzysztof Fiedorek
Only 18 percent of internet users pay for online news access, and the rate has not increased for the third year in a row. Norway sets records with 42%, while Greece does not exceed 7%. Globally, nearly one in three subscribers cancels after a year.
Gen Alpha avoids tough topics. What young people are really looking for
Krzysztof Fiedorek
Generation Alpha prefers humor in 46% of cases, while only 12% are interested in news and political topics. Young people and children consciously limit what negatively affects their emotions - according to the report "Gen Alpha Unfiltered" published by GWI.
YouTube redefines viewer engagement. Goodbye to returning viewers
KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.
See articles on a similar topic:
Disinformation 2024. Major Threats According to the Global Risk Report
KrzysztoF
In 2024, the world will face several global threats, including disinformation, climate change, and armed conflicts. These three challenges will have a significant impact on the economy, society, and the environment. These findings come from the "Global Risks Report" by the World Economic Forum.
Decline in Trust in Media. Analysis of the Reuters Digital News Report 2024
Krzysztof Fiedorek
The “Digital News Report 2024” by the Reuters Institute for the Study of Journalism highlights alarming trends concerning the declining interest in news and decreasing trust in media. These changes are not temporary but have become a long-term trend.
Yellow Press. What is Yellow Journalism?
Krzysztof Fiedorek
The terms "yellow press" and "yellow journalism" are often used pejoratively to describe journalistic practices focused on sensationalism, gossip, and emotions rather than objective facts. Let’s explore their origins, distinctive features, and impact on society.
Music for Overstimulated Children: Research from Polish Kindergartens
OOO
Hyperactivity, impatience, and difficulties with concentration are increasingly common challenges faced by preschool and school-aged children. An excess of stimuli, including digital ones, makes it hard for children to focus on a single task. Is there anything that can be done about it?