Do you want to promote a brand and build a solid online reputation in Poland? Social media are one of the best places to do it. To help you with this, we’ve put together the latest statistics you should know in 2026 and 2027 to communicate with your Polish customers!
How much time do Poles spend online in 2026?
Poland is a highly connected market. According to Statistics Poland (GUS), 96.2% of Polish households had internet access in 2025. Almost 85% of Poles aged 16-74 go online every day.
And once they are online, they stay there. PBI and Gemius’ Mediapanel puts the average at 3 hours and 49 minutes a day for Polish internet users aged 7-75 in Q4 2025.
Most of that time is spent on a phone. Smartphones account for 76% of total time spent online in Poland. Mobile apps alone account for 70%, according to Mediapanel.
So if you are planning a Polish campaign, mobile should not be the version you think about once everything else is finished. Social media marketing content, landing pages and the path to purchase – all need to work properly on the device Poles actually spend most of their online time using.
This does not only apply to young audiences. Gen Z and Alpha spend the most time online, at an average of 4 hours and 27 minutes a day. Millennials are not far behind at 4 hours and 5 minutes. But Gen X still averages 3 hours and 23 minutes, while Baby Boomers spend 3 hours and 11 minutes online every day.
Age certainly changes how people behave online. It does not change the fact that all these generations are there.
How do Poles use social media?
Being on social media does not necessarily mean posting on it. A 2025 CBOS study found that 50% of Polish social media users mainly watch and read content without publishing anything themselves. Another 41% mostly consume content and only occasionally post or comment. Just 8% describe themselves as active creators and commenters.
The newer 2026 CBOS report How do we use social media? (Jak korzystamy z mediów społecznościowych?) shows just how private many Polish users are. 61% say they never post anything from their private lives. Only 5% do so at least several times a month. Even younger users are not posting constantly. Among 18-24-year-olds, 61% share something from their private lives, but 58% do so less than several times a month.
Younger Poles are also much more likely to follow people they have never met. 81% of social media users aged 18-24 follow people outside their personal circle (compared with 47% of users overall). Entertainment is a big part of what they want to see too. 96% follow creators from the entertainment world.
Sometimes there is no particular reason for opening an app. The 2026 IAB Polska and SW Research report found that 63% of 18–24-year-olds use TikTok simply to scroll or kill time. Keep that in mind when creating content for younger audiences. They are not necessarily looking for your brand or product. They may not be looking for anything in particular. You have to give them a reason to stop.
But social media are not only there to fill a spare ten minutes. The CBOS report found that 77% of Polish social media users get information about current events there at least sometimes.
Not everyone consumes news in the same way. Among those who get news from social media, 26% mainly read headlines and short posts. Another 26% watch short videos. Almost the same number, 24%, click through to full articles outside the platform.
All that scrolling does not always feel particularly good either. 53% of social media users aged 18-24 think they spend too much time on these platforms. Younger Poles are some of the heaviest social media users. They are also very aware of how much content they see. So, adding another forgettable post to an already crowded feed will not do much. Give your potential clients something useful, interesting or entertaining enough to earn those few seconds of attention.
Which social media platforms are most popular in Poland?
Social media are already part of everyday life for almost the entire Polish online population. According to PBI and Gemius’ Mediapanel, they reached 91% of Polish internet users aged 7-75 in Q4 2025.
Poles spend more than two hours a day on social media on average. Younger people spend considerably longer, but even those aged 55-75 clock up around 1 hour and 41 minutes a day.
So reach is hardly the problem. The bigger question is which platforms make sense for which audience.
Facebook is still huge in Poland
Facebook may have slipped down the priority list in some global social strategies. In Poland, writing it off would be premature.
According to IAB Polska and SW Research, 68% of Polish adults use Facebook every day. And they are not only scrolling through posts from friends and family. Among people who use social media to search for products and services, 61.34% use Facebook for this purpose.
That means Facebook can reach Poles when they are simply browsing, but also when they are actively looking for information about something they might buy.
YouTube combines reach with serious attention
YouTube is one of Poland’s biggest platforms. According to the Social Media 2026 report, it reaches 84.3% of Polish internet users.
Poles also spend a lot of time there. The average YouTube user spends 1 hour, 27 minutes and 23 seconds on the platform every day. Google’s advertising data gives another sense of its scale. According to DataReportal’s Digital 2026: Poland, YouTube had a potential advertising reach of 27.1 million people in late 2025, equivalent to 79.4% of Poland’s internet user base.
But YouTube is not only an entertainment platform. A report by IAB Polska and SW Research found that 48.12% of Poles who search social media for product and service information use YouTube to do it.
Before buying, people might head to YouTube for a review, a quick comparison, a tutorial or just to see the product in action. There’s enough time to actually explain what it does and why it’s worth considering.
Instagram is a key consumer platform
Instagram is smaller than Facebook and YouTube in Poland, but its reach is still substantial. IAB Polska and SW Research found that 39% of Polish adults use Instagram every day. Its potential advertising audience is growing too. Meta’s advertising data shows a 6.9% increase in ad reach between October 2024 and October 2025.
Instagram is a natural fit for categories like beauty, fashion, food, travel and interiors. People come for inspiration, follow creators and discover new products along the way. A casual scroll can quickly turn into checking out a product or brand.
TikTok is mainstream now
Calling TikTok a niche platform for teenagers no longer makes much sense in Poland. According to Gemius and PBI’s Social Media 2026, it reaches 51.5% of Polish internet users.
The amount of time people spend there is even more striking. TikTok users average 1 hour, 27 minutes and 58 seconds a day on the platform – the highest daily average among all the social platforms analysed.
Young Poles are still particularly important to TikTok, of course. But they do more there than watch videos. Among 18-24-year-olds who search social media for product and service information, 51% use TikTok for that research.
A review, tutorial or creator recommendation can reach someone who is already thinking about what to buy. That makes this type of content useful much closer to the actual purchase decision, not just at the discovery stage.
LinkedIn, X and Snapchat play very different roles
Outside the biggest platforms, the Polish social landscape is more fragmented.
LinkedIn reported 9.2 million registered members in Poland in late 2025, according to DataReportal’s Digital 2026: Poland. Only 4% of Polish adults use it every day.
That smaller audience is not necessarily a problem for B2B brands. LinkedIn does not need Facebook-sized numbers to work. You can still reach professionals and decision-makers there, even if they do not use the platform every day.
X is heading in a different direction. Its Polish audience fell from around 8.8 million users in 2024 to around 6.5 million in December 2025, according to Mediapanel data. It can still be relevant for journalists, experts, politics, public affairs and real-time conversations, but there is less reason to include it automatically in every Polish social strategy.
Snapchat remains much more youth-focused. DataReportal reported a potential advertising audience of around 5.71 million people in Poland in late 2025. Only 10% of Polish adults use it daily.
As you see, there is no single “best” social platform in Poland. Who you want to reach – and what you want them to do – matters much more.
Are Poles using social media as search engines?
Yes – and not only to find a restaurant, creator or viral trend.
According to Polacy w social mediach 2026 report, 59% of Poles use social media to search for information alongside or instead of traditional search engines. When it comes specifically to products and services, that figure rises to 62%.
This does not mean Polosh people are suddenly abandoning Google. They simply have more places to look. Someone might discover a product on Instagram, search TikTok to see how people actually use it, watch a longer review on YouTube and then Google the brand before deciding whether to buy.
Social search is already part of the customer journey in Poland. And it is not limited to the youngest users.
Younger Poles lead social search – but they are far from alone
The numbers are highest among younger consumers, as you might expect. According to Polacy w social mediach 2026, 77.14% of 18–24-year-olds use social media to look for information about products and services.
But the figures stay surprisingly high as you move through the age groups. The share is 66.04% among 25–34-year-olds and 69.23% among those aged 35–44. It is still 59.42% among 45–54-year-olds, 42.19% among people aged 55–59 and 54.36% among those aged 60 and over.
Younger Poles are clearly leading the shift. But social search has already spread well beyond Gen Z.
Where do Poles search for products on social media?
Overall, Facebook comes first. 61.34% of people who research products and services on social media use Facebook. YouTube follows at 48.12%, Instagram at 35.56% and TikTok at 26.75%.
Smaller platforms are part of the picture too: X accounts for 12.56%, Pinterest for 9.79%, LinkedIn for 7.34%, Snapchat for 3.75% and Threads for 3.43%.
But the national average hides some big differences. Among 18–24-year-olds who use social media for product research, 51% use TikTok. For a brand targeting people in their early twenties, that overall platform ranking suddenly becomes much less useful.
So rather than asking where Poles search for products, ask where your Polish audience searches for them.
Social content needs to answer actual questions
Once Poles start using social platforms to research purchases, simply looking good in the feed is not enough.
Think about what someone actually wants to know before buying. How does the product work? Which version should they choose? How much does it cost? Is it suitable for a particular need? What does it look like in real life? How does it compare with an alternative?
Those are ready-made ideas for social content. A TikTok might tackle one common question. A YouTube tutorial can explain something more complicated. A Facebook post can clarify an offer, while an Instagram Reel can show the difference between two products.
But here’s some advice – a direct translation of global content may not do the job. Polish consumers use different words, questions and phrases when they search for your category. Those local search habits are worth considering when you plan the content itself.
What content do Polish social media users prefer?
Video is important in Poland. But it has not swallowed every other format.
According to the Social Media 2026 report, video and photos are both among the favourite social formats in Poland, preferred by around 60% of users. Text posts, Stories and livestreams attract around 30%. Articles and blog posts rank lowest.
Age changes the picture. Among users aged 18–24, 73% prefer video content, making it particularly important for brands targeting younger Poles. But even then, shorter is not automatically better.
Short-form video doesn’t have to be ultra-short
According to Social Media 2026, 16% of Polish social media users prefer videos shorter than 30 seconds. 33% prefer videos lasting between 30 seconds and one minute.
Almost as many – 30% – prefer videos between one and five minutes. Another 18% like videos longer than five minutes, and only 3% say they do not watch video content.
Younger audiences lean shorter. Among 18–24-year-olds, around 44% prefer videos lasting between 30 and 60 seconds, according to the same Gemius, PBI and IAB Polska report.
There is clearly plenty of room for short-form content. But you don’t need to squash every idea into ten seconds just because it is publishing on TikTok or Instagram. A comparison may need longer. So might a tutorial or a creator review. Make video as short as it can be without making it less useful.
Poles are tired of ads, but… not necessarily of brands
There is an interesting tension in the data. According to the IAB Polska, 73% of Polish social media users agree that there is too much advertising content on social platforms. Among 25-34 and 35-44-year-olds, the figure rises to around 79%.
At the same time, Poles actively follow brands for very commercial reasons. 54.6% do it to hear about promotions, 50.7% want information about new products and services. Another 42.3% follow brands because their values align with their own.
So Poles do not necessarily want brands out of their feeds. They just need a reason to pay attention to them.
A useful offer has one. So does genuinely interesting product news, a good demonstration or an answer to a question someone already has. Another generic promotional post has a much harder time competing for attention.
How does social media influence shopping in Poland?
Poles usually use social media before buying something. They are much less likely to complete the purchase there.
According to Gemius, 78% of Polish internet users shop online. But only 19% buy through social media. That second figure has not changed since the previous edition of the study.
There is plenty happening between seeing something on social media and clicking “buy”. Poles discover products there, check reviews, compare options and decide whether something is worth their money. The transaction itself may happen later on a retailer’s or brand’s website.
This is also why direct social commerce figures only show part of social media’s role in sales.
Who actually influences purchases on social media?
It is also worth looking at who people listen to along the way. According to Polacy w social mediach 2026, recommendations from friends and family influence 60% of respondents. Brands and manufacturers themselves influence 53%. Influencers come in lower at 40%.
Age changes this quite a bit. Among 18-24-year-olds, 56.2% have bought something after an influencer recommendation. Among Poles aged 60+, the figure drops to 25.8%.
Creator recommendations can play a much bigger role when you are trying to reach younger Polish consumers. But they are only one part of the picture. Recommendations from friends, customer reviews and content from the brand itself can influence the decision too.
Increasingly, the whole journey happens on a phone. According to E-commerce in Poland 2025, 82% of Polish e-consumers shop on smartphones, up from 75% in 2024. Among 15-24-year-olds, the figure reaches 91%. That is A LOT, so it is better not to ignore it.
If someone discovers your product on TikTok, watches a review on YouTube and then lands on your website, the mobile experience needs to hold up. A slow page or awkward checkout can lose someone who was already interested enough to click.
Do you need a social media management service in Poland? Or maybe you plan to reach and engage customers, or work with Polish influencers? Get in touch with us! As digital marketing experts, we can help you with effective online communication.