Consumer preferences in 2009-2012 - UKE

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Consumer preferences in 2009-2012


2013-02-01
In the recent years, mobile telephony has become the most popular telecommunications service in Poland - according to the consumer preferences survey conducted in Poland for the President of the Office of Electronic Communications.

 

- The telecommunications market in Poland is extremely dynamic and evolves constantly. You can see both activities of operators aimed at adaptation of their services to the specific profile of customers and at changing the attitudes and expectations of the persons using telecommunications services - confirms Magdalena Gaj, President of the Office of Electronic Communications.

More and more Poles use mobile telephony and fixed-line Internet access. The number of users preferring mobile access to the network is increasing annually. On the other hand, prices for individual services are characterised by a constant downward trend. As regards fixed-line telephony - in the analysed period, the average monthly expenditure decreased by PLN 21. As regards mobile telephony – by PLN 11. And the cost of Internet access decreased by PLN 6.

Mobile telephony has become in the recent years the most popular telecommunications service in the country. In 2012, 88% of Poles declared to have at least one cell phone. Mobile phone conversations were performed very frequently by over 90% of respondents. Over 80% of Poles used SMS services.

Internet access is becoming a more and more common telecommunications service. Despite the still present advantage of fixed-line access, mobile access has been more and more popular among the users. The average monthly cost of Internet access was the lowest in 2012 and amounted to PLN 54.

Each year, the share of Poles with a fixed-line phone is decreasing steadily. The main reason is the substitution of this type of communication with mobile telephony. During four years, the number of fixed-line phone users fell by 20 percentage points. In the same period, the average monthly expenditure on fixed-line phone dropped by PLN 21, however, lower prices did not contribute to the increase in the popularity of fixed-line telephony among respondents.


Key findings from the survey conducted in 2012

INDIVIDUAL CUSTOMERS

  • Individual customers demonstrate high saturation with telecommunications services - 88% have mobile phones, 62% - Internet access and 31% - fixed-line phone.
  • The Internet is most commonly used by people under 45 and with higher education. The service is the least popular in the group of people over 60, and the most common reason for not having Internet access is no need or no skills.
  • The use of mobile phones is common in all groups, irrespective of social and demographic characteristics. And having a fixed-line telephone is characteristic of the elderly (over 60) and multi-person households (5 or more persons).
  • The level of satisfaction with telecommunications services is high; mobile telephony has highest rates, fixed-line telephony - the lowest.
  • The average monthly expenses for fixed-line Internet access amount to PLN 54, while for mobile Internet access to PLN 55. For voice services customers pay on average PLN 49 (for both fixed-line and mobile telephony).
  • Respondents evaluate well the functioning of the telecommunications market, pointing mainly to such positive changes as the development of new technologies, increase in the number of suppliers and availability of services and price reduction.
  • 60% of respondents use postal services regularly (at least a few times in six months). The satisfaction level is lower than in the case of telecommunications services. Long queues at the operator's postal outlets were reported to be the largest problem.

INSTITUTIONAL CUSTOMERS
  • The companies in Poland commonly use basic telecommunications services. As many as 93% of them have mobile phones, 70% Internet access, and 55% fixed-line telephones. A high percentage of institutional customers (42%) use all three services in their businesses.
  • Widespread use of mobile phones goes hand in hand with great importance of this service for the company - 70% of respondents indicate that it is definitely important for the functioning of the enterprise. In the case of fixed-line telephony, the figure was 36%, and for Internet access 32%.
  • The level of satisfaction with telecommunications services is high; fixed-line Internet access has highest rates, fixed-line telephony - the lowest.
  • The average monthly expenses for fixed-line Internet access amount to PLN 102, while for mobile Internet access to PLN 86. For voice services institutional customers pay on average PLN 164 (fixed-line telephony) and PLN 238 (mobile telephony).
  • Companies evaluate well the functioning of the telecommunications market. The most positive changes that occurred last year, identified by the customers, include the development of new technologies, price reductions and increased number of offers.
YOUTH
  • The youth is distinguished by widespread use of telecommunications services - nearly all (99%) have mobile phones, a vast majority (81%) have Internet access.
  • Young people use heavily the services they have at their disposal - 91% of them send SMS once or several times a day, and 82% make calls to mobile phone numbers. As many as 89% of respondents connect to the Internet every day, primarily to use social networking sites, web portals or electronic mail.
  • The majority of respondents (63%) have prepaid phones; these are mostly the youngest respondents, who do not work and who live with their parents. Subscription offers are most commonly used by persons partially or fully independent in financial terms - students, living away from family home, over 20.
  • The most important selection criteria of an Internet offer include the connection speed and the availability of the service in the place of stay. In the case of mobile telephony, cost factors play a major role - attractive price of the offer, free minute packages and SMS/MMS.
  • The youth demonstrate high independence in choosing the mobile telephony offer (66% decide independently on that), a much smaller proportion has the exclusive impact on the selection of the offer of mobile (29%) or fixed-line access (14%).
For the first time, the scope of the survey of individual customers' preferences, apart from the evaluation of the telecommunications services market, included also questions concerning the opinion of the users on the services provided by postal operators. The results demonstrate that the majority of respondents assess positively the market of postal services, and 60% of respondents use such services regularly (at least a few times in six months). Complaints about postal services are rare, only 3% of respondents have ever made such a complaint. In the case of every third person making a complaint, it was not admitted by the operator. However, most objections were reported in relation to the number of and distance to the postal operator’s outlets.

The consumer survey was commissioned by the President of the Office of Electronic Communications and conducted by a research agency on the selected group of the society (persons over 15) across the country. The method of a direct (face to face) interview was applied, and the results are presented in relation to the entire population of the country.
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    INTRODUCTION
    The President of the Office of Electronic Communications (President of UKE) is the national regulatory authority for the market of telecommunications and postal services. The President of UKE is also the specialised authority in the area of equipment conformity assessment, including telecommunications terminal equipment and radio equipment.

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    INTERNATIONAL ACTIVITY
    Here you can find information about the most import ant international events, significant for the development of telecommunications and postal markets In Poland and for the statutory activity of the Office of Electronic Communications.
    International activity of the President of UKE consists of, inter alia, cooperation with the European Commission, other EU institutions and Regulatory Authorities of EU Member State. It includes also the cooperation within organizations of which UKE is a member, i.e. the International Telecommunications Union (ITU), the Body for European Regulators of Electronic Communications (BEREC) and the European Committee for Postal Regulation (CERP).


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