Preferences and Behaviours of Internet Users in Poland E-business Perspective

Poland is an attractive market for e-business. It is one of the largest and fastest-developing countries of the European Union. Soon, it may advance from the position of digital challengers to most digitally-advanced economies of Europe, which are called digital leaders. In Poland over 30 million of people have Internet access and this number is still growing. According to the forecasts in the near future all the Polish households will be able to access the global network. The duration and scope of using the Internet is extending as the new generation of its users is entering the market. Driven by the fact that the Polish society is becoming wealthier the demand for electronic equipment, software as well as products and services offered online is increasing. One of the conditions that needs to be fulfilled in order to satisfy properly the needs and requirements of Polish Internet users is recognising their preferences and behaviours. For instance, only a half of them purchases goods in e-shops. Also, over a half of the population of Poland does not like advertisements, which does not favour shopping of this kind. Moreover, a significant percentage of consumers abstain completely from buying excessively advertised goods. The underlying objective of the paper is to present a supported by the survey characteristics of Polish Internet users, who represent Central and Eastern Europe. This may constitute an inspiration for further scientific exploration of this community, a starting point for comparing behaviours of Internet users in other countries and also serve as a valuable resource of information for e-business oriented on Poland and countries of Central and Eastern Europe.