Back to school. Polish students online and media activity
In 22 August - 15 September period the pupil/student target group included almost 6 million Poles. The most popular age in the target group were 7-15 and 16-24. There were also (but much less numerous) 25 - 34 age group. The ATS* spent on browsing in the analysed period for pupil/student target group was equal 6 days and 9 hours.
*ATS - Average Time Spent; average duration of exposure to the media of the person in its audience
Source: Mediapanel, 22 August- 15 September, Real Users, Age, TG: pupil/student, Media Type:ALL
TOP Websites
The top three most popular websites visited by the pupil / student group in the analysed period were Google, YouTube and Facebook - the same as in previous year. Students were also eager to shop online (allegro.pl and olx.pl) and search for the information (onet.pl, wp.pl, interia.pl, wikipedia.org).
Source: Mediapanel, 22 August- 15 September, Real Users, Age, TG: pupil/student, Media Type:PC Home, PC Work, Phones, Tablets
TOP Applications
In the 15 most popular applications among the pupil / student group in analysed period, the same as a year ago, the leading ones were Google, YouTube, Messanger and Facebook. Instagram and TikTok were also in the top 10. TikTok, the same as in 2021, is the undeniable leader when it comes to ATS. The average time spent by each user in this application in analysed period was 1 day and 11 hours (in 2021 it was 24 hours). However, this time Tiktok can feel the competition on his heels - YouTube is chasing him with the result of ATS equal 24 hours. TikTok with its ATS result dethroned also applications such as Facebook (ATS = almost 7h), Messanger (ATS = 8h) and Instagram (ATS = 6h). This is an important tip for advertisers who want to reach the age group 7 – 24 with their advertising message. In this target group TikTok is the most popular today, often overtaking Facebook or Instagram. There is also a noticeable increase in popularity among this age group compared to last year.
You can read more about TikTok's phenomenon, its comparision with other social media applications and more details about forecasts for the TikTok's future in Gemius Experts presentation here.
Source: Mediapanel, 22 August- 15 September, Real Users, Age, TG: pupil/student, Media Type:PC Home, PC Work, Phones, Tablets
Are children, teenagers and young adults still watching TV?
Television gets slightly less interest from young people than the Internet. This medium, however, still has its fan base. Which TV stations were the most popular among pupils and students in 22 August - 15 September period?
Source: Mediapanel, 22 August- 15 September, Real Users, Age, TG: pupil/student, Media Type:TV in Home, TV OOH
On the list of the 15 most popular TV stations the leader in analysed period, the same as year ago, was TVN (4,3 million Real Users and the highest reach - over 70%). The top ten also included TVN7 and TTV - the Discovery group channels, whose target group is the younger part of the audience (teenagers and young adults). Except that, the same as year ago, Polsat and TVP1 are on the podium. This year, only one music station was included in the list of the 15 most popular TV stations - Eska TV.
What about the Radio?
When analyzing the popularity of radio stations, we notice that the most popular stations among the pupil / student group were RMF FM, Radio ZET and Radio ESKA. Radio stations, however, are much less popular in this age group. Children, teenagers and young adults prefer to use the YouTube website and application (2nd place in both the TOP Websites and TOP Applications ranking).
Source: Source: Mediapanel, 22 August- 15 September, Real Users, Age, TG: pupil/student, Media Type: Radio
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 another locations read more about our tool gemiusAudience here.
