#Mediapanel case study: Recipe for Easter
Read Mediapanel study results for March 2023.
The analysis of data from the Mediapanel study, prepared by PBI and Gemius Poland, covered the period from March 1 to April 10 and concerned selected thematic categories. Its aim was to determine the method of Internet consumption in Poland in the period around Easter.
Culinary Fever
According to the Mediapanel data, Poles are very eager to use kitchen inspirations and look for recipes for the festive table online. Pages about "Kitchen and cooking" experienced a real siege in the three days leading up to Easter. Most users were recorded on Friday, April 7 (4.8 million RU), but on Thursday and Saturday the result was slightly lower (4.3 and 4.4 million people, respectively). The leap in interest in culinary websites is especially visible when we compare this data with the daily average from March, which is only 2.9 million.
It is also clear that users not only visited the recipe pages in large numbers, but also spent an exceptionally long time on them. On Friday it was as much as 8 minutes and 23 seconds, and on Saturday - over 6 minutes. For comparison, the average daily ATS in March was less than 3 minutes.
No time to work and study
While pages about cooking noted increased interest, websites and apps in the "Work" and "Education" categories faced an outflow of users. The declines on job sites, which were usual on weekends, deepened and extended into the holiday Monday. In the period of April 8-10 (Saturday - Monday) they were visited by an average of 14% less Internet users than in the same period a week earlier. We recorded a much stronger decrease (by 44%) when it comes to the time spent on these websites.
Less interest in pages from the "Education" category, i.e. including electronic diaries, could be observed as early as Thursday before Easter. The day with a record low number of RUs was Saturday before Christmas (4.2 million), while Internet users spent the least amount of time on education websites on Easter (less than 5 minutes). For comparison - the average RU and ATS indicators for March in this category are 7.1 million and 8 minutes and 50 seconds, respectively).
If not school, then what?
The second category in which an increased number of users could be noticed during the holiday season was "Games and gaming websites". Throughout the holiday long weekend, starting on Thursday, RUs remained above the March average of 8.8 million, with a record high of 9.5 million on Easter Monday. In the period from April 6-10, pages in this category were viewed on average by 9.3 million people per day, who spent an average of 1 hour 20 minutes and 14 seconds on them.
About Mediapanel Research
Mediapanel is the first cross-media study in Poland based on a single source. The study combines site-centric measurement (measurement scripts at the site and application level) and user-centric measurement (panelists' behavior). In the production of data, we use proprietary, internationally recognized methodologies and algorithms. The Mediapanel study provides a complete and reliable picture of the Polish online market. It offers the possibility of analyzing and comparing the viewership of websites, applications and streaming materials on various types of devices, optimization of advertising budgets, comparison of traffic on desktops and laptops at home (PC-home) and at work (PC-work), as well as determining the position of the entity and its competition.
You can read more about the Mediapanel here.
For countries other than Poland, click here and read more about gemiusAudience Research.
