The latest research by Ipsos shows that – contrary to widespread opinion – the Internet does not lead to reduced usage of other media, i.e. the printed press and the radio. Quite the opposite in fact, as those who surf the Internet more often also tend to use the daily newspapers, magazines and radio more frequently.
In March this year Ipsos conducted a survey covering the usage of different types of media. One of its goals was to analyse co-usage of media in specific social groups and to check whether growing usage of the Internet really does affect the consumption of other media, and if so which media.
Above all, the co-usage of media depends on the media in question and the social groups taken into account.
Over the last decade we have noted an intensifying practice of zapping, i.e. flicking through television channels during a commercial break. According to a survey conducted by Ipsos in April this year, almost half (47%) of the Polish population (aged 15 and above) normally check what is being shown on other channels when a commercial break begins.
The percentage claiming to switch channels is - according to the latest survey - 10% higher now than in 2000, and as much as 30% higher than the level noted in 1995. However, one should note that this percentage has not changed since last year. Channel switching during the adverts is still more common among men (52% - compared to 42% among women), among those with higher education (53%), and among young people aged from 15 to 20 (58%).
What do you normally do when a commercial break begins on the television?
