Polish social media marketing – the statistics you need to know in 2024

There is no better tool in Poland for promoting a brand and building a reputation online than social media. To help you with this, we’ve put together the latest statistics you should know in 2024 to communicate with your customers!

Table of contents:

  • Poles on the Internet in 2024
  • Social media in Poland
  • How do Poles use social media?
  • What type of content do social media users like?
  • Polish people and influencers 
  • Social commerce in Poland

Poles on the internet in 2024

1. 51.6% of Poland’s population is female and 48.4% is male. In 2023 the median age of the country’s population was 40.4. 

2. According to DataReportal’s annual report ‘Digital 2024 Poland’, there were 35.75 million Internet users in Poland at the beginning of 2024. This is 88.1% of the population. Promotion on the Internet is already an indispensable part of communications activities for brands from various sectors – including those targeting older audiences.

3. 60.3% of Poles live in urban centres, while 39.7% live in rural areas. Both the average speed of mobile Internetconnection and the speed of fixed-line connection have increased over the last 12 months. Poles – regardless of where they live – have increasingly faster Internet in their homes and on their smartphones.

4. According to the latest report from Santander Consumer Bank titled ‘Polaków Portfel Własny: Polacy w sieci’ (Polish People’s Wallet: Poles on the internet), 75% of Poles spend between 3 to 4 hours online daily. Four out of ten spend between 1 to 2 hours online daily, and 14% spend between 5 to 6 hours online each day. Every thirteenth respondent spends more than 6 hours online every day. These data concern leisure time excluding work.

5. The older group of Polish people spend the least time online. Half of Poles aged 50-59 and nearly 60% of those over 60 spend 1 to 2 hours online daily. In the age group of 18-29, this percentage is 11%. If you want to understand Polish Generation Z better, read our article on this topic.

6. The youngest individuals are most often online between 5 and 6 hours a day (40%). Between 3 to 4 hours online are spent by one-third of individuals between 18-29, 46% between 30-39, and 41% between 40-49. This suggests that older Poles use the Internet to do specific things, while younger groups see it as an integral part of life.

7. Poles most often use the Internet through smartphones (84%). In turn, 58% do so through laptops, 22% through desktop computers, and 13% through tablets.

8. 15.9% of Poles use voice assistants, 28.6% use QR codes, and 43.6% use online translators.

9. According to the Meltwater report, 1.5% of all websites on the Internet are in Polish. This places Poland in 11th place in the global ranking.

Social media in Poland

1. According to the latest DataReportal data, at the beginning of 2024, there were 27.9 million active social media users in Poland. 78.0% of all Internet users in Poland used at least one platform.

2. The number of SM users in Poland is increasing. Between the beginning of 2023 and the beginning of 2024, the number of users increased by 400.000 (1.5%).

3. 50.4% of SM users in Poland are women, and 49.6% are men. According to the ‘Social Media 2023’ study prepared by Gemius, PBI, and IAB Poland, 10.1 million SM users live in rural areas.

4. For years, Facebook has remained the most popular social media platform in Poland. Currently, there are 17.10 million Facebook users in Poland. The advertising reach of Facebook in Poland is 42.1% of the entire population. 53.2% of FB ad recipients are women, and 46.8% are men.

5. Despite the increase in the number of active users over the past year, the potential reach of FB ads has decreased by 4.2%. The number of people that brands could reach through ads has dropped by 1.9 million. Young Poles are moving to other platforms. 

6. Currently, YouTube has 27.9 million users in Poland. In January 2024, ads on the platform reached 78.0% of the internet user base in Poland. The advertising reach increased by 400.000 (1.5%) from the beginning of 2023 to the beginning of 2024. 50.4% of ad recipients in Poland are women, and 49.6% are men.

7. 11 million Poles use Instagram. The advertising reach is 27.1% of the entire population. 59.7% of ad recipients in Poland are women, and 40.3% are men.

8. At the beginning of 2024, there were 11.52 million TikTok users in Poland (above 18 years old). Ads reach 32.2% of all adult Poles. 50.4% of ad recipients are women, and 49.6% are men.

9. Over the last 12 months, TikTok has seen enormous increases in advertising reach. The potential reach increased by 2.2 million (+23.2%) between October 2023 and January 2024. This is important information for brands wishing to reach Polish customers via social media. Click here to see how to use TikTok to promote your brand.

10. 6.7 million Poles use LinkedIn. The advertising reach on LinkedIn in Poland is about 16.5% of the entire population. 49.1% of LinkedIn ad viewers in Poland are women, and 50.9% are men.

11. Currently, 5.81 million users are using X (formerly Twitter). This means that the advertising reach on the platform corresponds to 14.3% of the population. 40.0% of X ad recipients are women, and 60.0% are men.

12. According to Gemius, PBI, and IAB Poland research, YouTube is the leader in ad visibility (76%) in Poland. The second largest is Instagram (70% visibility), and the third – Facebook (61% visibility). Platforms that are based on scrolling through feeds have a lower percentage of ad visibility.

13. According to Meltwater report data, 34.8% of Poles use ad-blocking software.

14. According to the ‘Polaków Portfel Własny…’ study, Poles prefer to communicate on Messenger – this was indicated by 84% of respondents. The second most popular messenger is WhatsApp – used by over 3/4 of Poles. People aged 30-39 are the most likely to use it (80%). On the other hand, among 18-29 year olds, Discord is a popular communication platform, used by 60% of young Poles.

How do Poles use social media?

1. Nearly every other Pole visits Facebook a dozen times a day or more, according to the ‘Role of Social Media in Influencer Activity. BrandLift Report.’

2. Every fifth Pole declares being online during everyday activities (e.g., eating, using the toilet, etc.). Younger Poles (below the age of 34) are more often in this group. On average, every third Pole uses the Internet daily right before going to bed and immediately after waking up. They also tend to use the Internet in situations that may induce boredom (e.g., traveling or watching TV).

3. According to the ‘Polaków Portfel Własny…’ study, 9 out of 10 Polish Internet users go on YouTube in their free time. The second most popular platform for boredom is Facebook (83%), and the third – Instagram (55%).

4. The most universal social media platform in Poland is YouTube, which is visited by all age groups. 

5. Social media platforms influence the mood of Poles – according to the Smartney and Dom Badwczy Maison report. Active users of Instagram and YouTube reported lower life satisfaction than people who do not use these platforms.

6. Only 31% of Poles subscribe to at least half of the creators they regularly follow. 18% of introverts (and 9% of extroverts) subscribe to most of the channels they watch. Younger Poles are also more inclined to subscribe than older ones (35% of people aged 18-24 and 23% of people aged 25-34 vs. 4% of people aged 45-54).

7. Poles are opposed to paying for social media. 44% of them say they would stop using social media if they were based on paid subscriptions. 39% would be willing to pay such a fee to continue using the platform.

8. According to the study ‘Attitudes towards data privacy and cybersecurity regarding social media and online activities’ conducted by UCE Research on behalf of Sophos, Poles declare that they care about their online security. 63% of respondents pay attention to the privacy policy and terms of use before creating an account. More than half (56%) check out the country of origin of a social media service and how data is processed.

9. A study conducted at the end of 2023 by ING Bank Śląski indicates that Poles are open to modern technologies. Asked what they like about technology, they mention time savings (64%), the ability to use it at any time of the day (53%), and that it makes daily tasks easier (44%). At the same time, Poles have little trust in social media and are rather reluctant to share their personal data.

10. Nearly three out of four respondents (74%) limit or completely delete accounts on social media platforms they no longer use. People in the 18-24 age group (33%) and those with higher education are least likely to do this.

What type of content do Polish social media users like?

1. According to the ‘Polaków Portfel Własny…’ study, Poles declare that they spend most of their time online checking news from Poland and around the world (over 60%), on entertainment activities such as watching movies and listening to music (57%) and using online banking (54%). Social media ranked fourth. Less frequently, Poles spend time online on official matters (16%), expanding their knowledge (16%), or searching for new trends (15%).

2. 85% of Poles over 60 declare that they most often check news from Poland and around the world online. Among 18-29 year olds, this is done by 40%. Young Poles prefer to spend this time on entertainment. This is declared by as much as 83% of them. In second place (55%) is browsing social media.

3. According to last year’s study ‘Poles on Social Media’ conducted by Smartney, 31% of Poles use specialist web services the most and search for information online, and for 19%, the main use of the internet is access to streaming platforms.

4. 41% of Poles consider social media as one of the main sources of information about current events. Additionally, for 36%, social media is one of the main sources of advice (the first one is Google).

5. The study ‘The Role of Social Media in Influencer Activity’ indicates that the main reasons Poles visit Instagram are the desire for inspiration (40%), staying up to date (38%), contact with friends (33%), curiosity about others (30%), and looking for interesting places (29%).

Polish People and influencers – influencer marketing

1. According to the ‘Polaków Portfel Własny…’ study, only 23.8% of Polish social media users admit to actively following influencers or other experts online.

2. As we can learn from the ‘Ranking zawodów 2024. Jak Polki i Polacy oceniają wybrane profesje?’ study conducted by the No Fluff Jobs, the income level of influencers arouses negative emotions among Poles. 69% of respondents stated that influencers earn too much. Only politicians are considered more ‘overpaid’.

3. 61% of respondents admitted that influencers have low social significance. 54% also stated that influencers (as a profession) do not appeal to them.

4. On the other hand, young Poles increasingly seek inspiration from their favourite creators while shopping online. According to the ‘Młodzi vs Mobile. Wpatrzeni w ekran, czyli o młodych Polakach i technologii mobilnej’ study by Future Mind, 80% of Poles under 20 years old declare that they occasionally buy products recommended on social media. One-fifth of them claim to do this often. Influencer marketing remains a good promotion tool. If you want to know the best practices in influencer marketing in Poland, check out our previous article.

5. According to the latest edition of the influencer marketing study conducted by Reach a Blogger, 90% of surveyed companies, agencies, and media houses in Poland collaborated with at least one influencer in the last 6 months. 17% of them cooperated with 1-2 creators, 18% with 3-5, 10% with 6-10, 17% with 11-20, 15% with 21-50, and 13% with over 50 influencers.

6. The most chosen social media platforms for such cooperation by Polish advertisers are Instagram – 87.2%, Facebook – 55.3%, TikTok – 55.3%, YouTube – 39.4%, and blogs – 29.8%. Blogs have experienced a decrease, while TikTok has seen a 20-percentage point increase.

7. Podcasts have seen significant growth. 16% of companies, agencies, and media houses in Poland have already collaborated with audio creators.

8. Advertisers who are most eager to work with influencers in Poland are from categories such as beauty – 29%, fashion – 26.9%, culinary – 26.9%, health – 25.8%, parenting – 23.7%, travel and tourism – 21.5%.

9. Brands in Poland prefer to work mainly with medium-sized influencers (from 10 to 100 thousand followers) – 76.3%. Micro-influencers (from 1 to 10 thousand followers) are in second place with 71%, and nanostars (from 100 thousand to 1 million followers) are in third place with 40.9%. Only 15.1% of companies in Poland worked on marketing campaigns with superstars, and 19.4% with nano influencers. This means that Polish advertisers prefer to work with creators who have fewer than 1000 followers than with superstars with over 1 million followers.

10. The most popular goals when working with Polish influencers are raising product or brand awareness (81.9%), increasing sales (58.5%), driving traffic to the website or online shop (38.3%), and promoting their social media (25.5%).

11. The average rating of Polish influencers’ professionalism by companies that collaborated with them is 6.8/10.

Social commerce in Poland

1. According to the ‘E-commerce w Polsce 2023′ report conducted by the Polish Internet Research and the Polish Internet Employers’ Association IAB Polska, 79% of Poles shop online. They buy both on Polish websites (75%) and ones from abroad (30%).

2. On the other hand, ‘Polaków Portfel Własny’ report states that even 86% of Poles buy products from Allegro or Amazon. The highest percentage of people shopping online is among those aged 18 to 29 (91%) and fifty-year-olds (91%). Consumers over 60 years old use them the least (74%).

3. One in five Poles under the age of 20 frequently buys products recommended on social media. Poles increasingly base their purchasing decisions on the opinions of other Internet users. TikTok and Instagram are places where Poles increasingly seek inspiration, information, and recommendations.

4. Almost two-thirds of Poles under the age of 20 admit to feeling part of an online community of a brand. One in six Poles in this age group declares that being part of their favourite brand’s community is important to them. In older age groups of 26-35 years, one in five respondents gave such an answer.

5. Only 19% of Polish customers currently buy products through social media. Women are more satisfied with this form of online shopping than men.

Do you want to create an online marketing strategy in Poland, reach and engage customers, and work with Polish influencers? Get in touch with us! As PR and digital marketing experts, we can help you with effective online communication.

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