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  • Agata Elandt-Kasprowicz

Polish internet user – who he actually is?

Awareness of how a Polish customer uses the Internet and what people spend the most time on individual websites is important knowledge for every marketer. There are various measurable trends in Poland that can be useful for brands that plan to implement advertising activities on the Polish market. So who is the typical Polish internet user and what exactly can we say about him?



What websites do the Poles visit?


According to the Genius PB research , in March 2019 the number of Internet users in Poland reached 28.5 million. The most frequently visited website was Google (26 million people a month), Wirtualna Polska - (22.5 million) Facebook.com - (22 million), Onet.pl, and Youtube.com.


23 million Poles use the Internet on computers and laptops. Slightly more, because 24.4 million people use it on mobile devices: smartphones and tablets. The number of Poles who have smartphones has remained at a similar level for 2 years. The most commonly used applications in Poland are Google, YouTube, Google Maps, Messenger, Gmail, and Facebook.


Polish internet user and Facebook


A few years ago, Facebook was that one platform among all social media that gathered almost every Pole over the age of 13. Without a properly run business Facebook profile, the brand practically did not exist in the mind of a Polish consumer. However, now, there is a marked stagnation among Facebook users, especially in the youngest groups: 18-24 and 25-34. Moreover, generation Z (people born after 1995) slowly moves to more niche platforms with fewer advertisements, such as Snapchat or TikTok. Facebook is a still helpful tool for marketers that target ads at customer groups over 34 years old.



Communication wins – the rise of Messenger


The second social media platform in terms of the number of users in Poland is Messenger. Over 11 million Poles use it. The largest group, constituting 30%, are people between 25 and 34 years old. The mobile app is used by 53% women and 47% men. Despite many objections, Facebook has allowed advertisers to display product advertisements via Messenger as well.


Instagram – the most feminine platform


More and more young Poles spend a lot of time on Instagram At the end of last year, there were 6.8 million of them on Instagram, more than half of them are people between 18 and 34 years. What's more, 58.2% of Instagram users in Poland are women (on Facebook it is 52.6%). This is important information for marketers who want to spend their budgets on social media. It is definitely worth doing, especially if you are a brand targeting young women. Considering to more willing to buy online younger target and the growing range of advertising formats, Instagram should be definitely used by marketers in Poland on a day-to-day basis.


Generations of the youngest Poles


Surprisingly, among all social media, Facebook is still the most popular for Polish teenagers.[2]However, it is worth remembering that if brand communication is targeted at the age group of 13-17, defining the target group by the Polish language can decrease the campaigns reach. Why? Platform algorithms may have problems with the youth slang of Polish teenagers. This is something that marketers don’t consider in the context of the campaign, but they should.


Teenagers are also the group that experiments with new technologies. If you want to surprise them with an outstanding campaign, it is unquestionably worth looking at the possibilities of YouTube, Instagram, or TikTok. The last one is especially fascinating because the app constantly introduces new ad formats. According to the latest data, TikTok has 2.1 million active users in Poland per month, and the total number of video views each month already exceeds 6 billion.


Targeting Poles and e-commerce


Last year, Polish e-consumers spent most of their money on clothing, shoes, books, and entertainment. It was much more than a year before. The hottest period for online shopping in Poland is from October to December, so this should be the time to expand the e-commerce marketing budgets that direct to online stores.

Half of the Poles buys online once or twice a month, and only 16% do it at least once a week. 84% of Poles buy online at least once a month. Online shopping is much more popular in the Z Generation.



Every marketer that is going to promote any foreign brands products in Poland should be aware of the typical characteristics of Polish internet user. Those were the basis to understand him a little better. However, there are many more behaviours, differences and habits of customers from Poland. As a Polish Pr agency, we constantly develop our knowledge about them and share our big experience with our clients in order to give them the best options to promote any brand in the Polish market. If you want to get to know Polish internet user better, write to us: hello@awesomePRgirls.com.


[1] https://www.gemius.pl/wszystkie-artykuly-aktualnosci/wyniki-badania-gemiuspbi-za-maj-2019.html [2] https://socialpress.pl/newsroom/kim-sa-uzytkownicy-social-media-w-polsce