30.12.2024 Media market
Poles on the Internet. RegionyNEXERY 2024 Report
KFi
The Internet not only connects people but also changes their daily habits in ways that seemed unattainable just a few years ago. Over 40% of Poles work remotely, and IoT devices are gaining popularity in rural areas. The #RegionyNEXERY 2024 report reveals surprising facts about the digital reality.
illustration: Bing AIPoles spend more and more time on the Internet. A report prepared by Nexera analysts shows that every adult user spends an average of 6 hours a day online. Compared to data from two years ago, this is an increase of 15%. Interestingly, young people aged 16–24 spend as much as 9 hours a day online. This intensity affects lifestyles, from interpersonal relationships to how knowledge is acquired.
Internet users value fast access to information. A full 85% of respondents indicate that the Internet is their primary source of knowledge and entertainment. Most respondents report using the Internet on at least three devices – a smartphone, a laptop, and a smart TV. The report also shows that people from smaller towns spend slightly less time online, often due to technical limitations.
- 6 hours – average daily Internet usage time.
- 9 hours – average for youth aged 16–24.
- 85% see the Internet as the main source of information.
Entertainment as a Priority
Digital entertainment attracts more Poles. The Nexera report indicates that 72% of Internet users regularly use streaming platforms like Netflix, Spotify, or Disney+. A 10% increase compared to last year shows that on-demand content is becoming the standard. Movies and series are the most popular choices, but podcasts and sports broadcasts are also gaining popularity.
A surprising trend is the growing number of online gamers. One in three Poles regularly plays games, most often on smartphones. Arcade and strategy games, as well as e-sports platforms like Twitch, are increasingly popular. Research shows that younger generations often treat gaming as a way to connect with friends.
| Type of Entertainment | Percentage of Users |
|---|---|
| Movies and Series | 72% |
| Online Games | 33% |
| Podcasts and Audiobooks | 25% |
E-Commerce: Digital Shopping Revolution
Online shopping is becoming increasingly important, as confirmed by the RegionyNEXERY report. Already 70% of Internet users shop online at least once a month. The most frequently purchased products are clothing, electronics, and groceries. Many people are turning to online grocery shopping thanks to the convenience of on-demand delivery.
International platforms like AliExpress and Amazon are gaining an increasing share of the Polish market. A full 25% of respondents report using these services to find lower prices or hard-to-find goods.
- 70% of Internet users shop online at least once a month.
- 40% shop online every week.
- 25% use international shopping platforms.
| Category | Percentage of Buyers |
|---|---|
| Clothing | 65% |
| Electronics | 45% |
| Groceries | 30% |
| Cosmetics | 25% |
Work and Education Online
The Internet is changing how we work and learn. The Nexera report shows that 55% of Poles use remote work, at least in a hybrid model. Most cases involve the IT, marketing, and education sectors. Remote work is also becoming popular in smaller towns, where new technologies level the playing field for job opportunities.
Digital education is gaining more recognition. A total of 45% of students use educational platforms like Moodle or Teams. Interviews with survey participants show that such tools allow learning to be tailored to individual needs.
- 55% of workers use the hybrid model.
- 70% cite flexibility as the main advantage of remote work.
- 45% of students use digital educational platforms.
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Increased Use of AI and Digital Public Services
Artificial Intelligence (AI) is becoming increasingly significant in daily life. The RegionyNEXERY report shows that 30% of Poles regularly use AI solutions. These include voice assistants, content personalization apps, and data analysis tools. AI also supports companies in recruitment and marketing processes.
Digital public services have seen significant growth. A total of 60% of respondents use applications like mObywatel or e-prescriptions at least once a month. New features allow for submitting government forms without leaving home. This solution is particularly appreciated by older adults and residents of small towns, where traveling to government offices can be challenging.
- 30% use voice assistants like Alexa or Google Assistant.
- 60% regularly use e-prescriptions.
- 25% submit government forms online.
Technologies of the Future
The "Regiony NEXERY 2024" report also highlights the growing interest of Poles in new technologies. As many as 48% of respondents declare using IoT (Internet of Things) devices in 2024, such as smartwatches, smart home systems, or safety sensors. Compared to the previous year, this is an increase of 9%.
The study was conducted in September 2024 using the CAWI method (Computer Assisted Web Interview) on two survey samples (a total of 2,654 interviews). The full content can be read on https://regionynexery.pl/raport-2024/
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