Advertise in Poland

Poland has an internet penetration of 72.4% so based on their total population of 38,593.161 people 27,922,152 are online, leaving 10,671,009 non-internet users.

Compare this to the Europe region which has an internet penetration of 73.5% with a total online population of 604,147,280 for the region as a whole.

Advertise in Poland 2017-09-08T23:57:09+00:00

Poland’s internet advertising sector is a $1,130.9M industry, segmented as follows:

Display Advertising

amounts to $317.2M (28% of the total) and will grow by an annual CAGR of

9.33%

Video Advertising

amounts to $75.6M (6.7% of the total) and will grow by an annual CAGR of

11.83%

Search Advertising

amounts to $367.6 (32.5% of the total) and will grow by an annual CAGR of

8.04%

Social Media Advertising

amounts to $241.2M (21.3% of the total) and will grow by an annual CAGR of

6.71%

36% of the population (13,893,537) are on social media, they spend an average of 1.3 hours per day on social platforms, 27% of them use their mobile devices to access social platforms which makes sense because 74% of the population has a mobile phone.

Classifieds Advertising

amounts to $129.3M (11.43% of the total) and will grow by an annual CAGR of

5.41%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$322.9M

Poland’s annual growth:

+6%

internet users

+8%

active social media users

+3%

mobile subscriptions

+9%

active mobile social users

Digital Device Ownership

94%

mobile phone

59%

smart phone

77%

PC

24%

tablet

13%

TV Streaming Device

N/A

Handheld Gaming Console

2%

E-Reader Device

1%

Wearable Tech Device

Time Spent with Media

4h 25m

Average daily use of the internet (PC/Tablet)

1h 17m

Average daily use of the internet (Mobile)

1h 17m

Average daily use of social media (any device)

2h 28m

Average daily use of television

Frequency of Internet Use

74%

Every day

20%

Once per week

5%

Once per month

1%

Less than once per month

Share of web traffic by device

48%

PC

51%

Mobile

2%

Tablet

0.02%

Other devices

Top Active Social Platforms

36%

Facebook

19%

Facebook Messenger

10%

Skype

14%

Google+

5%

LinkedIn

7%

Twitter

6%

WhatsApp

6%

Instagram

6%

NK.PL

5%

GADU-GADU

Mobile Activities

25%

Mobile Messengers

19%

Watching videos

17%

Playing games

28%

Banking

27%

Maps

E-Commerce By Device (past 30 days)

53%

Purchased a product or service online

59%

Searched online for a product of service

43%

Visited an online retail store

51%

Made an online purchase via PC

20%

Made an online purchase via Mobile

Poland is one of the countries which has lower total internet advertising growth and lower mobile internet penetration.

Only a handful of countries have relatively low mobile internet penetration coupled with low growth in total internet advertising revenue. Internet speed is one of the contributing factors. Nevertheless, these countries are still expected to have mobile internet penetration rates above 60% in 2019.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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