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Market Snapshot—Q2 2016
Poland
or 79% of monthly active
people return every day
people access Facebook
every month
>14M >11M
2
Facebook in Poland
Source:...
of internet users*people
14M 59%
3
=
Facebook in Poland
Source: Based on Facebook data, June 2016
* Percentage of Internet...
M O B I L E D E V I C E S
4
​ Changing how we connect
Source: eMarketer, U.S., November 2015. 5
People now spend more time with digital and mobile
Digital
Mobile
Television
195...
Source: eMarketer, April 2016. 6
Mobile and smartphone users, Poland, 2014–2018
Mobile and smartphone users continue to gr...
$3,487,469,727
$4,008,786,322
$4,460,940,128
$4,919,629,737
$5,378,214,691
2014 2015 2016 2017 2018
Digital ad spending
25...
Source: eMarketer, March 2016. 8
Mobile ad spend share of digital and total media, Central and Eastern Europe, 2014–2018
W...
9
Reach your audience at the centre of discovery
Source: Based on Facebook data, June 2016.
people access Facebook daily
o...
10Source:
Mobile is a constant companion
of MAUpeople access Facebook
monthly on mobile
11M 79%
=
11
​Poles on Facebook
Source: GfK EMEA country profile study, Poland, December 2015. 12
​All the data provided for Poland is based on a study ca...
13
Facebook is a daily, frequent habit
71%14M 80%
of these people
return daily
(10M)
people in Poland use
Facebook every m...
Source: GfK EMEA country profile study, Poland, December 2015. 14
How Poles spend their time online
77%79% 63%
go online t...
Source: GfK EMEA country profile study, Poland, December 2015. 15
Most used social networks in Poland
20%
Twitter
88%
YouT...
Source: GfK EMEA country profile study, Poland, December 2015. 16
Poles use Facebook for many reasons
74% 79% 67% 61%
for ...
Source: GfK EMEA country profile study, Poland, December 2015. 17
Facebook fuels discovery and action
of users see Faceboo...
Source: GfK EMEA country profile study, Poland, December 2015. 18
Top categories discovered new products on the platform
​...
Source: GfK EMEA country profile study, Poland, December 2015. 19
Top 3 occasions using Facebook and Instagram
87%
at home...
​4h08
​spent on a smartphone
each day
Source: GfK EMEA country profile study, Poland, December 2015. 20
Compared to the av...
Source: GfK EMEA country profile study, Poland, December 2015. 21
Compared to the average Pole online, Millennials are
​1....
Source: GfK EMEA country profile study, Poland, December 2015; Facebook audience insights, Poland, January 2016. 22
Poles ...
23
Mobile use and sophistication is growing fast…
Source: GfK EMEA country profile study, Poland, December 2015.
38%80%
of...
24
Polish smartphone users are constantly connected
Source: GfK EMEA country profile study, Poland, December 2015.
use it ...
Source: GfK EMEA country profile study, Poland, December 2015. 25
Device usage throughout the day
Smartphone Feature phone...
Polish smartphone users
say that their life has
improved through having
access to a mobile device
53%
Source: GfK EMEA cou...
Source: GfK EMEA country profile study, Poland, December 2015. 27
And providing shorter, richer forms of communication
of ...
28
​Video is exploding
10 20 30
0%
100%
3
90%
80%
70%
60%
50%
40%
30%
20%
10%
Source: (commissioned by Facebook) Nielsen Analysis of 173 FB video...
0
5
10
15
20
25
30
0 10 20 30 40 50 60
%ofaudienceretained
Seconds watched
15s 30s 60s
Source: Facebook Internal Data, US ...
Source: Facebook internal data, Q3 2015 earnings call. 31
Facebook is the leading mobile video platform globally
Autoplay ...
Source: GfK EMEA country profile study, Poland, December 2015. 32
Online video viewing is becoming a frequent habit
94%33%...
Source: GfK EMEA country profile study, Poland, December 2015. 33
Types of video content Poles look for
46%
44%
36%
34%
32...
Source: GfK EMEA country profile study, Poland, December 2015. 34
TV and online video usage throughout the day
Watch video...
51% 19% 8% 22%
Source: Minutes viewing video yesterday Millward Brown AdReaction Video Report, Poland, October 2015. 35
Di...
Source: Minutes viewing video yesterday Millward Brown AdReaction Video Report, Poland, October 2015. 36
One quarter of al...
Source: GfK EMEA country profile study, Poland, December 2015. 37
Interface use throughout the day
Use laptop/PCUse smartp...
Source: GfK EMEA country profile study, Poland, December 2015. 38
​32% ​62%
​of Poles online say
they use Facebook
whilst ...
Source: GfK EMEA country profile study, Poland, December 2015. 39
They dual screen when
40%45% 35%
ad breaks are onTV cont...
Use Instagram
Source: GfK EMEA country profile study, Poland, December 2015. 40
Media usage throughout the day
Watch TV Us...
Source: GfK EMEA country profile study, Poland, December 2015. 41
Poles have high expectations of brands
will share intere...
Source: GfK EMEA country profile study, Poland, December 2015. 42
Poles plan to increase the following in the future
purch...
​86%
​Education for their children
Source: GfK EMEA country profile study, Poland, December 2015. 43
​91%
​Health
Online P...
​55%
​Youth employment
Source: GfK EMEA country profile study, Poland, December 2015. 44
​45%
​Corruption
But also have so...
45
Thank you
46
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Market snapshot poland q2_2016

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A fresh report from Facebook about mobile, video, internet usage in poland and of course about facebook.

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Market snapshot poland q2_2016

  1. 1. Market Snapshot—Q2 2016 Poland
  2. 2. or 79% of monthly active people return every day people access Facebook every month >14M >11M 2 Facebook in Poland Source: Based on Facebook data, June 2016.
  3. 3. of internet users*people 14M 59% 3 = Facebook in Poland Source: Based on Facebook data, June 2016 * Percentage of Internet users calculated with data from eMarketer, April 2016.
  4. 4. M O B I L E D E V I C E S 4 ​ Changing how we connect
  5. 5. Source: eMarketer, U.S., November 2015. 5 People now spend more time with digital and mobile Digital Mobile Television 1950 1960 2000 2010 Radio
  6. 6. Source: eMarketer, April 2016. 6 Mobile and smartphone users, Poland, 2014–2018 Mobile and smartphone users continue to grow 26.7 27.7 28.2 28.5 28.8 11.7 14.5 16.6 18.6 20.0 2014 2015 2016 2017 2018 Millions Mobile phone users Smartphone users
  7. 7. $3,487,469,727 $4,008,786,322 $4,460,940,128 $4,919,629,737 $5,378,214,691 2014 2015 2016 2017 2018 Digital ad spending 25.8% 29.4% 29.0% 35.0% 36.9% 22.7% 14.9% 11.3% 10.3% 9.3% Digital ad spending (%of total media ad spending) Digital ad spending growth Source: eMarketer, March 2016. 7 Digital ad spend trends, Central and Eastern Europe, 2014–2018 Ad dollars will also continue to shift to digital
  8. 8. Source: eMarketer, March 2016. 8 Mobile ad spend share of digital and total media, Central and Eastern Europe, 2014–2018 While mobile ad spend will continue to gain share 10.4% 20.5% 33.7% 43.5% 71.0% 2.7% 6.0% 11.0% 15.2% 19.1% 2014 2015 2016 2017 2018 Mobile ad spending (% of total digital ad spending) Mobile ad spending (% of total media ad spending)
  9. 9. 9 Reach your audience at the centre of discovery Source: Based on Facebook data, June 2016. people access Facebook daily on mobile people access Facebook monthly on mobile >11M >8.6M
  10. 10. 10Source: Mobile is a constant companion of MAUpeople access Facebook monthly on mobile 11M 79% =
  11. 11. 11 ​Poles on Facebook
  12. 12. Source: GfK EMEA country profile study, Poland, December 2015. 12 ​All the data provided for Poland is based on a study carried out by commissioned research partner GfK. ​All data is based on a representative sample of 1000 online respondents in Poland aged 18+ unless otherwise specified in the source. Methodology ​GfK Multi-Market Consumer Survey Research covering media usage and consumer attitudes across 18 EMEA markets. Online survey methodology with >18,000 respondents in total. ​Definitions: When comparing to the EMEA average we’re referring to the average across all other 18 markets in this research.
  13. 13. 13 Facebook is a daily, frequent habit 71%14M 80% of these people return daily (10M) people in Poland use Facebook every month (60% of Internet users in Poland) of daily actives access Facebook on mobile (8M ) Source: Facebook internal data, Dec 2015 and eMarketer, October 2015.
  14. 14. Source: GfK EMEA country profile study, Poland, December 2015. 14 How Poles spend their time online 77%79% 63% go online to watch videos go online to browse social networks go online to stream or download music online
  15. 15. Source: GfK EMEA country profile study, Poland, December 2015. 15 Most used social networks in Poland 20% Twitter 88% YouTube of Poles chose Facebook as their favourite social network (vs. 20% for YouTube) 70% 83% Facebook
  16. 16. Source: GfK EMEA country profile study, Poland, December 2015. 16 Poles use Facebook for many reasons 74% 79% 67% 61% for messaging to keep up to date with friends to connect with old friends to keep up with news and current affairs (45% for Twitter)
  17. 17. Source: GfK EMEA country profile study, Poland, December 2015. 17 Facebook fuels discovery and action of users see Facebook as the best way to discover new content and services (highest vs. other social networks) 30% 66% 55% 44% 39% 38% 28% 23% Share pictures Post on a friend's wall Share news articles Share songs Share personal news Provided recommendations for a product/ service Received recommendations for a product/ service
  18. 18. Source: GfK EMEA country profile study, Poland, December 2015. 18 Top categories discovered new products on the platform ​30% ​COSMETICS ​20% ​TECH ​19% ​ENTERTAINMENT ​17% ​TRAVEL Facebook is a place for discovery poles on Facebook discovered new products on the platform3 in 5
  19. 19. Source: GfK EMEA country profile study, Poland, December 2015. 19 Top 3 occasions using Facebook and Instagram 87% at home 44% before going to bed 40% on holiday/traveling 61% at home 40% on holiday/traveling 41% before going to bed
  20. 20. ​4h08 ​spent on a smartphone each day Source: GfK EMEA country profile study, Poland, December 2015. 20 Compared to the average Pole online, Millennials are ​1.3X ​more likely to stream or download music Millennials are more mobile ​1.5X ​more likely to use smartphones daily For Polish Millennials access to social media networks via a smartphone is the norm
  21. 21. Source: GfK EMEA country profile study, Poland, December 2015. 21 Compared to the average Pole online, Millennials are ​1.6X ​1.5X ​1.6X ​1.5X ​at universities and schools ​while commuting ​while shopping in supermarkets ​while waiting in queue …and access Facebook in more locations
  22. 22. Source: GfK EMEA country profile study, Poland, December 2015; Facebook audience insights, Poland, January 2016. 22 Poles are multi-device users of Poles access Facebook via multiple devices of Poles use multiple devices to access the internet of Poles access Facebook through desktop only 64%77% 23%
  23. 23. 23 Mobile use and sophistication is growing fast… Source: GfK EMEA country profile study, Poland, December 2015. 38%80% of Poles online still own feature phones of Poles online use a smartphone 74% of those want to upgrade to a smartphone within the next 2 years
  24. 24. 24 Polish smartphone users are constantly connected Source: GfK EMEA country profile study, Poland, December 2015. use it daily, clocking up an avg. 3h37 a day 74% 1.18X Facebook and Instagram users are more likely to use smartphones daily, clocking up 4h02 on average each day
  25. 25. Source: GfK EMEA country profile study, Poland, December 2015. 25 Device usage throughout the day Smartphone Feature phone Tablet Laptop/PC 0% 10% 20% 30% 40% 50% 60% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
  26. 26. Polish smartphone users say that their life has improved through having access to a mobile device 53% Source: GfK EMEA country profile study, Poland, December 2015. 26 Access to a smartphone has enabled Poles to … which is improving people’s lives 51% 43% 43% 37% 35% Be more connected to friends/ family outsideand inside the household Explore the world around them Discover new products or services Shop for products and services Voice their opinions
  27. 27. Source: GfK EMEA country profile study, Poland, December 2015. 27 And providing shorter, richer forms of communication of Poles on Facebook agree that messaging services like WhatsApp and Messenger changed the way that they are communicating with friends and people they know spend less time emailing and on the phone because of Facebook 55%55% 55% say they send fewer SMS because of messaging aps
  28. 28. 28 ​Video is exploding
  29. 29. 10 20 30 0% 100% 3 90% 80% 70% 60% 50% 40% 30% 20% 10% Source: (commissioned by Facebook) Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015. 29 Attention span is low = value is delivered earlyCumulativeimpactonadrecall Total seconds of video watched 74% 47%
  30. 30. 0 5 10 15 20 25 30 0 10 20 30 40 50 60 %ofaudienceretained Seconds watched 15s 30s 60s Source: Facebook Internal Data, US Video Ads, March 2015. 30 Completion % by video length Not about the absolute length (US)
  31. 31. Source: Facebook internal data, Q3 2015 earnings call. 31 Facebook is the leading mobile video platform globally Autoplay begins for people & ramps to Pages Ice bucket & video feed ranking changes 3B video views per day 4B video views per day 1B video views per day 8B video views per day >8B videos views per day >75% video views per day happen on mobile Q4 2013 Q3 2014 Q4 2014 Q1 2015 Q3 2015
  32. 32. Source: GfK EMEA country profile study, Poland, December 2015. 32 Online video viewing is becoming a frequent habit 94%33% 37% of Poles online watch online video content at least once a month of Polish video viewers discovered interesting content on Facebook for the first time of Polish Facebook users shared video content
  33. 33. Source: GfK EMEA country profile study, Poland, December 2015. 33 Types of video content Poles look for 46% 44% 36% 34% 32% News Movies/TV shows Product reviews/how to videos Comedy Music video's
  34. 34. Source: GfK EMEA country profile study, Poland, December 2015. 34 TV and online video usage throughout the day Watch video onlineWatch TV 0% 10% 20% 30% 40% 50% 60% 70% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
  35. 35. 51% 19% 8% 22% Source: Minutes viewing video yesterday Millward Brown AdReaction Video Report, Poland, October 2015. 35 Digital screens are catching up Exposure (minutes spent yesterday) Total mins: 174 (=2h54) Share of Exposure (%) 92 35 14 39
  36. 36. Source: Minutes viewing video yesterday Millward Brown AdReaction Video Report, Poland, October 2015. 36 One quarter of all time spent viewing video is on mobile 29% 19% 8% 43% ON DEMAND
  37. 37. Source: GfK EMEA country profile study, Poland, December 2015. 37 Interface use throughout the day Use laptop/PCUse smartphone Watch TV 0% 10% 20% 30% 40% 50% 60% 70% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
  38. 38. Source: GfK EMEA country profile study, Poland, December 2015. 38 ​32% ​62% ​of Poles online say they use Facebook whilst watching TV ​of Poles who dual screen are just as likely to use Facebook during ad breaks as they are during the TV show itself Dual screening
  39. 39. Source: GfK EMEA country profile study, Poland, December 2015. 39 They dual screen when 40%45% 35% ad breaks are onTV content does not require their full attention programs/movies are on that they are not interested in
  40. 40. Use Instagram Source: GfK EMEA country profile study, Poland, December 2015. 40 Media usage throughout the day Watch TV Use Facebook Use the Internet 0% 10% 20% 30% 40% 50% 60% 70% Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
  41. 41. Source: GfK EMEA country profile study, Poland, December 2015. 41 Poles have high expectations of brands will share interesting brand updates with friends 46% expect advertising to be relevant 49% like it when brands speak to them via social media 42%
  42. 42. Source: GfK EMEA country profile study, Poland, December 2015. 42 Poles plan to increase the following in the future purchasing more products online 23% spending more time with the family 48% using the internet more in general 21%
  43. 43. ​86% ​Education for their children Source: GfK EMEA country profile study, Poland, December 2015. 43 ​91% ​Health Online Poles value ​89% ​Safety from crime
  44. 44. ​55% ​Youth employment Source: GfK EMEA country profile study, Poland, December 2015. 44 ​45% ​Corruption But also have social concerns ​62% ​Job stability
  45. 45. 45
  46. 46. Thank you 46

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