Consumers about telecommunications market in 2013 - UKE

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Consumers about telecommunications market in 2013


2013-12-13
Kalkulator
UKE presents results of a survey on the usage of telecommunications services. The results include consumer opinions on the functioning of the telecommunications market in Poland, the quality of service and the most popular forms of service usage. 

 

Consumer surveys, commissioned by the President of the Office of Electronic Communications, were conducted in the period from October to November 2013 and covered three representative groups of respondents: business users, individual customers and for the first time individual customers above the age of 50.

The purpose of the survey was to identify the extent to which telecommunications services are used in Poland as well as to collect general opinions about the telecommunications market and developments on it. The results presented reflect the status of the domestic telecommunications market perceived in terms of consumer demands and expectations.

The survey covered the use of:
  • fixed-line and mobile telephones, VoIP telephony, premium rate services,
  • fixed-line Internet, mobile and dial-up Internet,
  • universal service elements: comprehensive directory enquiry service, comprehensive directory, public pay phones, fax.
For the group of consumers aged 50 or over the survey checked the level of digital exclusion. The respondents were asked, among others, about their way and frequency of telephone, computer and Internet usage, the type of services used as well as about the awareness of new technologies. Magdalena Gaj, the President of UKE, comments the survey: - We have decided to distinguish a separate category of respondents, i.e. those aged 50 or over, because this group is most vulnerable to digital exclusion. Our concerns were partially confirmed - the surveys show that the stereotypes on the usage of the Internet are the strongest in this group, which may have negative influence on many aspects of those people's lives, e.g. on career development.

The data presented in the report, compared to the results of the previous consumer survey are not significantly different, however compared to the results of the 2011 survey, certain differences can be noted. At the same time, a two-year comparison period takes account of a similar level of society and technology developments, and therefore it does not influence the reliability of the final results. Thanks to this, it is possible to see major trends, e.g. increased popularity of mobile telephony and decreasing popularity of fixed telephony (both among individual and business customers), decreasing prices for Internet access or growth of overall consumer satisfaction with the current situation in the telecommunications market.



Major conclusions from the survey:



INDIVIDUAL CUSTOMERS

The penetration of telecommunications services in the market for individual customers is high: 86% of the respondents own mobile phones, 60% have Internet access and 31% have fixed-line telephones. Those results are similar to last year's outcomes, however in relation to 2011, changes can be observed. Over the last two years, the percentage of people with mobile phones has grown by 1.8 percentage points coupled with the drop in fixed-line services penetration by 7.9 percentage points. As declared by the respondents, the level of Internet access has remained the same.

A popular practice is to use bundles combining different telecommunications services. Most frequently fixed-line services were sold in bundles, including mainly the Internet, which made 79% of all bundles. For comparison, this indicator was 72.5% in 2011. The most popular types of bundles - both now and previously, include TV and fixed-line Internet or a fixed-line phone and fixed-line Internet.

The respondents declared that lower monthly usage costs were typical of pre-paid mobile services and amounted to PLN 36. The corresponding indicator for fixed-line telephony amounted to PLN 51, whereas for the Internet, depending on the type of access, it was PLN 55 (fixed-line access) or PLN 52 (mobile access). The highest bills were paid by mobile post-paid users - PLN 62. Two years ago, the lowest cost - PLN 42 - was also incurred by people using pre-paid mobile phones. Fixed-line subscribers paid similar monthly costs (PLN 49), while the average monthly cost of Internet access was higher, respectively by PLN 2 for fixed-line access and by PLN 4 for mobile access.

67% of the respondents see positive developments in the market, pointing out primarily to new technologies, growing number of providers and price cuts. Two years ago, the percentage of people who could see positive developments in the telecommunications market was 51.5% with positive trends including increased number of service providers (64.7%) and the growing number of offers (64.2%).

The social and demographic features to distinguish the use of telecommunications services are primarily the age, educational background and income. Internet access and mobile telephony are services that are more often used by younger, better educated people with higher incomes. The reverse tendency is observed for fixed-line telephony, which is most frequently used by older people (above 60), with primary education or vocational training, residing in rural areas and living in large families (5 or more members).


BUSINESS CUSTOMERS

The survey results show that mobile telephony is most common among business customers and it is used by 89% of the respondents. 71% of the companies declare to have Internet access, while 49% use fixed-line telephony. A high percentage of the companies (75%) subscribe to at least two telecommunications services, and 32% use all three services subject to the survey. Compared to 2011, the percentage of companies using mobile phones grew by 3.6 percentage points (from 85.4%), coupled with drop in the number of entities using fixed-line phones (from 54.3%).

The overall level of satisfaction with telecommunications services is high. In 2013, fixed-line Internet was most appreciated, while two years ago it was mobile telephony that enjoyed the highest rank in terms of satisfaction. The poorest result for fixed-line telephony noted no change.

The respondents said that the lowest monthly usage costs were characteristic of mobile Internet - PLN 75; the corresponding indicator for fixed-line services amounted to PLN 97. Voice services are still associated with significantly higher costs. On average, the companies spend PLN 172 monthly on a fixed-line phone and PLN 201 on a mobile phone. For comparison, the monthly usage costs for telecommunications services in 2011 were even higher. The customers using the Internet (irrespective of the type of technology and access) paid PLN 109.2 on average. The cost of fixed-line phone usage by the companies amounted to PLN 253 on average.

The factor that affects the usage of telecommunications services is the size of the company. Among medium-sized and large companies (with more than 50 employees) it is common to own a fixed-line phone and Internet access (98%), while smaller companies more frequently choose only mobile telephony.

As many as 70% of the companies surveyed see positive developments in the market. This means that over the last two years, this indicator has increased by as much as 18.4 percentage points. Satisfied respondents most frequently point to the growth in the number of offers, while in the second place to price cuts (in 2013) or to growing number of service providers (in 2011).


INDIVIDUAL CUSTOMERS AGED 50+


The penetration of mobile voice services is high in this group - the services are used by as many as 89% of the respondents. The penetration of fixed-line telephony is relatively high, compared to the whole population of Poland, and reaches the level of 43%. A similar percentage of the respondents (45%) declare to use the Internet.

For respondents with fixed telephone lines these services are quite important. As many as 81% of this group describe the service as "rather important" or "quite important". At the same time, half of the respondents admit that they use fixed-line telephony out of habit.

Internet users aged 50 or over in general have access to the network at home (95%) and it is fixed-line access most frequently (82%). High frequency of Internet usage is typical of this group (86% use the service at least several times a week in order to check electronic mails or information websites).

55% of the respondents do not use the Internet at all. The reason is first of all the belief that they don't need this service (35%), while the second reason is lack of digital skills (27%). As many as 67% of the Internet non-users sub-group have never had any contact with this service. Most frequently these are people residing in rural areas and in small towns with primary educational background.

Stereotypes on access to the network are very strong in this group. The respondents believe that Internet is useless, especially for people at their age.

The usage of telecommunications services is strongly diversified depending on such social and demographic factors like age, place of residence and education. This in particular refers to the Internet, which is used only by 21% of people aged 65+, by 33% of inhabitants of rural areas and by only 6% of people with primary educational background.


Consumer surveys commissioned by the President of the Office of Electronic Communications, were conducted by PBS and Centrum Badań Marketingowych (Centre for Marketing Surveys) INDICATOR.

The full results of the survey are available in Polish only


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