Adriana Sas
Research expert covering the Polish market
Social media in Poland - statistics & facts
Social media has gained immense popularity globally. More people use it each year to stay connected with family, friends, colleagues, brands, and products. Poland is no exception, with over 72 percent of Polish users utilizing social media for communication. However, creating communities through social media also has its downsides. In recent years, there has been a rise in aggressive user behavior, the dissemination of fake news, and young people's exposure to sexual content. Undeniably, for many users, social media has become a platform for self-expression and sharing content.
Facebook is the most popular, but Poles spend more time on TikTok and YouTube
Despite the potential risks associated with social media, such as fear of missing out (FOMO), the spread of fake news, and inappropriate content, Polish internet users consider social networks a vital aspect of their social interactions. The most widely used social networking platform among Poles is Facebook, with nearly 87 percent of Polish internet users using it in 2023. While Facebook's influence in Poland grows, Poles spend twice as much time on TikTok and YouTube. In addition to Facebook, the Polish social media landscape encompasses platforms like Instagram, Snapchat, YouTube, Pinterest, Twitter, LinkedIn, and others. Each social networking site serves different purposes for internet users and is perceived in diverse ways.Social media, the news hub
Traditional media in Poland continues to wield significant influence in shaping public opinion and delivering information. However, the emergence of new media, such as the internet and social platforms, has presented formidable competition despite currently assuming a secondary role. With 93 percent of Poles being regular internet users in 2023, it is clear that the influence of new media is on the rise. Social media is a crucial source of information, especially for people between the ages of 15 and 19. By 2028, the number of monthly active social network users is projected to reach 33 million. Incorporating them into media strategies is becoming increasingly important in reaching and engaging the Polish audience.From being a platform for voyeurism to the tool for social commerce
Social media has become an integral part of daily life for most Poles, serving as a primary means of staying connected with friends and family, consuming news, engaging with posts, and sharing content. Beyond its social functions, social media has evolved into a burgeoning platform for online commerce. Recent trends indicate that approximately 13 percent of individuals in Poland have actively engaged in purchasing goods through sales groups on platforms such as Facebook. Projections suggest that by 2028, the revenue generated from social commerce in Poland could surpass 749 million U.S. dollars, highlighting the substantial potential for businesses to capitalize on social media as a channel for sales and marketing.
