Consumer preferences in the telecommunications market for 2010-2013 - UKE

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Consumer preferences in the telecommunications market for 2010-2013

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The President of the Office of Electronic Communications hereby publishes the Analysis of consumer preferences in the telecommunications market for 2010-2013.


In order to find out consumer trends and preferences in the use of telecommunications services in Poland, the President of the Office of Electronic Communications commissions a survey in that regard on annual basis.

The purpose of the published analysis is to present developments in the use of telecommunications services by individual customers for 2010-2013.

The analysis covers consumer surveys which were conducted between 2010 and 2013 on a representative group of people aged 15 and over using computer assisted personal interviews (CAPI). The results obtained were then weighted in order to refer them to the total population.

The analysis concerns the most important indicators for three key market segments, i.e.:
  • Internet access,
  • mobile telephony,
  • fixed-line telephony
as well as:        
  • changes observed in the functioning of the telecommunications market.
Conclusions from the analysis:
  • The telecommunications market in Poland is entering the period of stabilization. Many indicators reach their border values and therefore such values as penetration of particular services will not grow as rapidly as in the past.
  • The previous analysis of consumer preferences revealed dynamic changes for many indicators referring to all described market segments. 2013 saw stabilization in many areas of the telecommunications market.
  • As regards Internet access, fixed-line access is still key, however almost 25% of the respondents use mobile access. Growing popularity of this service contributes to changes in subscriber behaviour. More and more people use the Internet on a daily basis and the percentage of those who connect to the network less frequently is dropping.
  • The launch of new cost decreasing offers, widespread use of smart phones and development of mobile Internet cause that consumers are less frequently willing to resign from mobile services. At the same time, post-paid customers in particular are not inclined to change their operator, which is indicative of market maturity.
  • Fixed-line telephony belongs to telecommunications services enjoying least popularity. The main reason for having a fixed-line telephone is "out of habit". The customers are becoming more and more aware of fixed-line telephony substitution with other services, including VoIP.

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