Back to school. Polish students activity on the Internet and other media
September is the time of returning to school for younger, and preparing for the new academic year for the older ones. Gemius, using the Mediapanel study, analyzed which websites and applications were most often visited by Polish pupils and students on the Internet in September 2021. Is the Internet still the most popular medium among children, teenagers and young adults? What was the popularity of television and radio?
In September 2021 the pupil / student group included over 6 million Poles. The most popular age in the target group were 7-15 and 16-24. There were also (but much less numerous) groups of ages 25-34 and 35-49.
Source: Mediapanel, September 1-30, Real Users, Age, TG: pupil/student, Media Type:ALL
If we sum up the group's media consumption this month, we will achieve ATS * equal to 6 days and 14 hours! This is almost 22% of the entire month.
The top three most popular websites visited by the pupil / student group in September 2021 were Google, YouTube and Facebook. Information services - onet.pl, wp.pl and interia.pl, as well as websites devoted to knowledge and science - wikipedia.org and brainly.pl were also very popular. Pupils and students eagerly visited shopping websites (olx, ceneo, mediaexpert.pl). Netflix.com closes the list of 15 websites with the highest number of real users in September. Despite being last, Netflix recorded the second longest average time spent by users on the site (ATS) - almost 6 hours. Only YouTube was ahead of him (ATS = 8.5h).
*ATS – Average Time Spent; Average duration of exposure to the media of the person in its audience
Source: Mediapanel, September 1-30, Top 15 Websites, TG: pupil/student, Media Type:PC Home, PC Work, Phones, Tablets
In the 15 most popular applications in September among the pupil / student group, the leading ones were Google, YouTube, Messanger and Facebook. Instagram and TikTok were also in the top 10. TikTok is the undeniable leader when it comes to ATS. The average time spent by each user in this application in September was almost 24 hours. Thus, TikTok dethroned applications such as YouTube (ATS = 19h), Facebook (ATS = almost 9h), Netflix (ATS = 5h) and Snapchat (ATS = 3h). 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.
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, September 1-30, Top 15 Applications, 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 September 2021?
Source: Mediapanel, September 1-30, Top 15 TV Stations, TG: pupil/student, Media Type:TV in Home, TV OOH
On the list of the 15 most popular TV stations the leader in September was TVN (almost 5 million Real Users and the highest reach - almost 80%). 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 - Polsat and TVP1 were on the podium. The whole list also clearly shows that young people like to watch and listen to TV music channels. 4 of them were on the top 15 list - Eska TV, Polsat Music HD, Polo TV and 4FUN.TV.
What about 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: Mediapanel, September 1-30, Top 10 Radio stations, TG: pupil/student, Media Type:TV in Home, TV OOH
And when it comes to learning progress ...
In September 2021, both pupils and their parents often used the website librus.pl - the online version of the school register. Only in the first month from the beginning of the school year, the website recorded over 73.5 million visits, and over 966 million views! The librus.pl website was visited by over 5.6 million real users and the average time spent by each of them on the website in September was almost an hour. The site was most popular from Monday to Friday, while it was less popular on weekends. Most people visited librus.pl on September 27 (over 2 million RU).
Source: Mediapanel, September 1-30, librus.pl, TG: ALL, Media Type: PC Home, PC Work, Phones, Tablets
62.8% of women and 37.2% of men visited the librus.pl website in September 2021. Analyzing the data obtained from the Mediapanel study, it can therefore be concluded that it is women who check their children's learning progress more often, more frequently than men visiting the website of the school electronic register. Among the pupils group, it can be argued that the girls are more involved in school matters.
Source: Mediapanel, September 1-30, librus.pl, Gender, TG: ALL, Media Type: PC Home, PC Work, Phones, Tablets
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.