Poles Avoid TV Ads by Reaching for Their Phones, Study Finds
Over 77 percent of Polish viewers admit to using their phones during commercial breaks while watching television, according to a new study. The trend is especially common among younger audiences, higher-income earners, and residents of medium-sized towns (20,000–49,000 inhabitants).
In contrast, people in the oldest age group, those with the lowest incomes, and residents of smaller towns (5,000–19,000 people) are less likely to engage in this behavior.
The study also reveals a correlation between how frequently people watch traditional TV and their tendency to browse mobile content during ad breaks. The more often they watch, the more likely they are to divert their attention to their phones.
Researchers suggest the findings reflect shifting media consumption habits and highlight the growing challenge for advertisers seeking to maintain viewer engagement during scheduled TV programming.
(WBJ)
