Report on the consumer survey "Telecommunications market in Poland in 2008. Individual customers" carried out by the Marketing Research Centre INDICATOR (Centrum Badań Marketingowych INDICATOR).
The main objective of the survey was to find out the opinions of consumers with regard to the functioning of the telecommunications market and to assess consumer preferences. Detailed study objectives have been defined within four market segments, including the following points:
1. For fixed-line telephony:
2. For mobile telephony:
3. For Internet access:
4. For television:
5. Overall assessment of the telecommunications market.
6. Basic information about participants to this survey (education, employment, income).
The survey was carried out from 8 to 12 December 2008 and covered the whole country area. The sample was N=1600 interviews. The survey on the functioning of the telecommunications market was carried out on a representative sample of Poland's population aged 15 and above.
Findings and conclusions
The survey results reveal a high saturation level with respect to telecommunications services. A phone, irrespective of the underlying technology, is owned by the great majority of the respondents (97.3%).
Almost half of the respondents own both a fixed-line and a mobile phone (44.1%). Four out of ten use only a mobile phone, while one in seven only a fixed-line phone. Only one respondent out of fifty (2%) has no phone.
In 2007, 58.4% of Poles declare to have a fixed-line phone in their households.
Telekomunikacja Polska S.A. is the most spontaneously recognised brand among fixed-line operators (98%). The second well-known operator is Netia, quoted by more than half of the respondents (56.6%). Another recognized provider is Tele2, mentioned by some fifty per cent of the respondents (51.0%).
Telekomunikacja Polska S.A. ranks first in terms of the number of subscribers. It is the basic operator for 84.3% of respondents with a fixed-line phone. The share of the remaining operators does not exceed 5% in particular cases.
A fixed-line phone is an important means of contact for local calls. The frequency of using a fixed-line phone for local calls is very high with 43.9% of respondents using it every day and half of the respondents (50.6%) several times a week (a sum of indications "3-5 times a week" and "once or twice a week").
The survey results show moderate satisfaction of customers with the services provided by fixed-line operators. Telekomunikacja Polska S.A. was assessed best, with 3.9 points on average on a five-point scale and Netia with 3.8 points. Telefonia Dialog received the average rate of 3.5 points. Tele2 and NOM were given the lowest ratings, 3.3 points on average.
The amount of monthly rental for the provided services is decisive to change operators. Almost two thirds of the respondents (63%) could resign from the existing operator if the monthly rental was raised by 10% or more.
The survey reveals tendencies to switch between operators in the fixed-line market. Although six out of ten respondents do not plan to change their existing operator, every fifth respondent (21.2%) considers such a change in the near future.
Netia (25.9%) is most frequently indicated as an alternative fixed-line operator along with Telefonia Dialog (5.1%). Less than every twentieth respondent mentions Tele2 (4.1%) and Telekomunikacja Polska (2%).
The most important criterion to change a fixed-line operator is attractive price offer for the respondents (sum of indications "important" and "very important" was 89.1%). It is worth noting that a similar percentage of respondents list attractive promotions and discounts as important to change an operator (sum of indications "important" and "very important" - 83.3%).
Over two thirds of the respondents (69.4%) declare that they are aware of the possibility to keep the same number when switching to another operator. One in four respondents has never heard of such a possibility (27.9%).
As the reason for not having a fixed-line phone respondents most frequently mentioned having a mobile phone (79.4%). Other reasons were given by a significantly lower percentage of the respondents. Price element seems important as every fourth person without a fixed-line phone says that it is too expensive.
Most respondents who used to have a fixed line resigned from the services of Telekomunikacja Polska (90.1%). Important reasons to resign from fixed-line services include resultant high charges (59.5%) and a mobile phone that suits better the respondents' needs (51.9%).
Average monthly fee for a fixed-line phone amounts to some PLN 81 per household. The most numerous group of fixed-line owners is made up by those who pay bills between PLN 51 to PLN 100 per month (52.4%).
83.0% of Poles declare to have a mobile phone. Thus the mobile penetration is higher than the fixed-line penetration.
Spontaneous awareness of the three largest mobile operators' brands is at similar levels: Era (90.2%), Orange (88.4%) and Plus (87.4%). The fourth operator - Play is indicated by six out of ten respondents (62.3%). Mobilking was mentioned by 14.6% of the respondents.
Three in four respondents (77.3%) note offer messages in adverts on the radio or TV.
Respondents most frequently use the services of Orange (former Idea) - 37.5%. Large percentage of the respondents have mobile phones in the networks of Era (33.1%) and Plus (24.6%).
Post-paid phones are most popular among those who decide on telecommunications at home, pre-paid phone are slightly less popular. A similar tendency is observed among the remaining family members - post-paid phones are slightly more common than pre-paid ones.
Mobile SMS has become a common means of contact and enjoys huge popularity. Short messages are sent by 93.7% of mobile owners. A half of this figure (41.3%) sends MMS.
Most respondents (65.6%) think that number portability should be free of charge. A charge for this service is acceptable for every eighth respondent (12.3%) in the amount of PLN 34 on average.
Price offer and discounts are the main criteria taken into account when choosing a mobile operator.
Total average monthly fee for a mobile phone is significantly higher for post-paid (PLN 83) than for pre-paid (PLN 53) or mix users (PLN 52). This may be a result of better expenditure control resulting from this type of payment for calls as well as of budgetary constraints of pre-paid and mix users.
Most households (67.0%) declare to have a home PC. Almost four fifths (79.6%) of the households that own a PC also have Internet access at home.
Most Poles have used the Internet within the last month (59.1%), of which most people have accessed the net at home or in their workplace.
Polish Internet users who have used the Internet within the last month declare high usage frequency - 96.7% use the Internet at least once a week. It is worth noting that 67.2% use the Internet every day.
The majority of those who use the Internet at home have an always-on connection, mainly a broadband line. Over a half (52.0%) have access by means of a line with capacity from 256 kb/s to 1 Mb/s. One third of those with always-on connections (34.8%) use 1 Mb/s or higher capacities.
As regards Internet communicators, two applications are definitely more popular than other tools offered by competitive companies. These are Gadu-Gadu (88%) for text and Skype (78.7%) for voice communications.
Four in ten respondents use analogue terrestrial TV delivered by means of a traditional antenna (42.3%), every third home has cable TV (36.9%), every fifth respondent has digital satellite TV (20.3%), and digital terrestrial TV is used by every fourteenth respondent (5%).
Three fourths of the respondents (75.2%) declare satisfaction with their TV provider.