Digital Poland 2023 – how did we use the Internet and social media?

The year 2023 brings us a lot of interesting data on how we use electronic devices, the Internet and popular social media platforms in Poland. Have you ever wondered how much time we spend on Facebook? Or, how fast we download data in Poland’s largest cities? Answers to these and many other questions can be found in the following article, based on the detailed report “DIGITAL 2023: POLAND”. We encourage you to read the latest information on digital Poland in 2023.

The digital face of Poland 2023 – what’s new?

If you think Poland is only in the early stages of its digital journey, you’re wrong. In fact, when we look at the latest data from 2023, we can clearly see that Poland is already firmly established in the digital world.

Internet penetration: Nearly 9 out of 10 Poles regularly use the Internet. 36.68 million people in Poland surf the net, accounting for as much as 88.4% of our population.

Online allies: Two-thirds of our country, or 66.3% of the population, are active social media users – that’s an impressive 27.50 million people.

Multiple connections: It may be surprising to learn that we have more active mobile connections than people! As much as 127.7% of the population, or 52.95 million connections, shows that many of us use more than one device.

Of course, these statistics shed some light on our digital habits, but to understand how we got to this point, we need to look a little wider – at the very structure of our society.

Who we represent: In 2023, Poland will have a population of 41.48 million, of which we added 3.2 million people in just one year. Interestingly, women slightly outnumber men, making up 51.6% of the population.

City or countryside: Most of us, 60.3% to be exact, live in cities, while the rest 39.7% enjoy a quiet life in the countryside.

Age cross-section: Poland is an age-diverse country. Although the average age is 40.2, we have a wide age cross-section from the youngest, accounting for 4.9%, to seniors aged 65 and over, who make up 18.5% of our population.

Internet usage in Poland in 2023

How does the digital landscape look on the Vistula?

• Number of users: For starters – an impressive number. In January of this year, as many as 36.68 million people used the Internet in Poland. This is an increase of 2.9 million over the previous year.

• Unconnected: However, not everyone is online. Some 4.80 million Poles still did not have access to the Web.

• Penetration rate: As much as 88.4% of Poland’s total population used the Internet in 2023.

It is not only the number of users that is important, but also the quality of the connection. So what did connectivity look like in Poland in 2023? Find out the speeds of Internet connections in Poland in 2023.

• Mobile connection: The average speed of a mobile Internet connection in Poland was 40.92 Mbps.

• Fixed Link: The median speed for fixed links reached 95.95 Mbps.

• Dynamics of change: And something else for statistic lovers. Mobile connection speeds increased by 3.15 Mbps over the year, while fixed lines jumped by 10.65 Mbps.

Poland is not only increasing the number of its Internet users, but also constantly improving the quality of access to the network. It can be seen that the country is definitely on the right track to achieving digital excellence.

Social media in Poland in 2023 – who reigns and who is catching up?

Social media has become an integral part of everyday life for many of us. What trends dominate in Poland in 2023 when we talk about social media?

1. Total number of users: January 2023. Poland had 27.50 million social media users, accounting for 66.3% of the population.

2. User demographics: If we look in more detail, 24.10 million users were 18 years old or older. In this context, the gender split is interesting: women accounted for 50.6% of social media users, while men accounted for 49.4%.

3. Time spent online: the average Pole spent 6h 42 minutes online per day, of which as much as 2h 2 min was spent on social media.

4. Search engines: 95.68% of users used Google, but Bing saw an impressive 31.2% growth as Microsoft Advertising entered the Polish market in 2022.

5. Demographics of Meta users: The largest number of users of this platform were between the ages of 25 and 34, accounting for 24.5% of the total. Immediately behind them were younger people, aged 18 to 24, accounting for 22.9%.

6. Platform ranking: The Met’s apps – Facebook with 87.5% of users, Messenger (79.3%), Instagram (61.5%) and Whatsapp (52.9%) – invariably lead the way. Surprising growth is seen in TikTok, which is popular with 47.4% of users, recording a significant jump from 34.1% the previous year.

Source: own compilation based on information from the DIGITAL 2023 report: POLAND

Social media in Poland in 2023 reveals a dynamically developing scene, where well-known giants maintain their positions, but new players are also emerging surprisingly quickly gaining user recognition.

Facebook in Poland in 2023 – a portrait of a dynamically changing giant

At the heart of Poland’s social media landscape in 2023, Facebook continues to play one of the most important roles, capturing the attention and loyalty of millions of users.

For starters, it’s worth taking a look at the numbers. In January 2023, Facebook boasted a user base of 17.85 million in Poland. However, the growth rate of this number is interesting – in just one year, the platform’s potential advertising reach increased by 200,000 users, an increase of 1.1%. However, between October 2022 and January 2023, there was a slight decline of 250 thousand (-1.4%).

Demographics should also not be forgotten. Poland’s Facebook in 2023 is primarily female, accounting for 53.4% of its users. Men, although a minority, still have a strong representation with 46.6%.

One of the most fascinating aspects of Facebook in Poland is its penetration among different age groups. In 2023, the platform’s advertising reach reached 43% of the country’s total population. Given that the platform is available to people over the age of 13, this means that almost half (49.4%) of potential users are using Facebook.

In light of this information, it is clear that Facebook remains an integral part of the daily lives of many Poles. This social media powerhouse is evolving, adapting and responding to the needs of its users.

YouTube in Poland 2023 – video giant strengthens its position

YouTube is no longer just a place where people watch funny videos. It’s a true cultural phenomenon, and can influence music trends, fashion and politics. Poland is no exception to this global trend. At the beginning of 2023, the service boasted 27.50 million users in Poland.

YouTube audiences – who is really watching?

While the platform’s advertising reach at the beginning of 2023 was an impressive 66.3% of Poland’s population, in January 2023 YouTube ads reached 75.0% of Poland’s Internet users. Interestingly, the gender split was almost equal: 50.6% of ad recipients were women, and 49.4% were men.

The dynamics of change – the evolution of YouTube’s reach

It is impossible to talk about YouTube without referring to its dynamic growth. In one year, from the beginning of 2022 to the beginning of 2023, the potential reach of YouTube ads in Poland increased by 300k users (+1.1%). However, what is really surprising is the sharp increase in reach by 400k (+1.5%) in the short period between October 2022 and January 2023. What could have caused this unexpected increase? Is it a sign of changes in consumer trends? Or perhaps the effect of global marketing campaigns?

What is clear from the above data is the undeniable dominance of YouTube in the Polish market. The video giant continues its march, shaping culture and influencing consumer decisions. Its reach and popularity in Poland are undeniable, putting it at the forefront of marketing tools for companies that want to reach a wide Polish audience.

Instagram in Poland 2023 – excellent photos, but sustainable reach?

Although Instagram was initially seen as a photo-sharing app, in Poland it has become an important tool for communication, branding and commerce. Numbers from Meta’s advertising tools confirm its importance – as of early 2023, 10.40 million Poles were using the platform.

Instagram demographics – who is browsing?

Although 25.1% of Poland’s population had advertising reach on Instagram at the beginning of 2023, more significant is the fact that 28.8% of the “eligible” audience (i.e., those aged 13 and older) used the app. This result is even more impressive, considering that this represents 28.4% of all Internet users in Poland. What’s more, the majority of ad recipients on Instagram are women – 57.8%, compared to 42.2% of men.

Evolution of reach – are the winds of change blowing against Instagram?

Although Instagram continues to be a powerful force in the Polish market, recent data points to some challenges. The platform’s advertising reach fell by 300,000 (-2.8%) over the year and by a further 400,000 (-3.7%) in just three months between October 2022 and January 2023. What could be behind this trend? Is it the impact of competition, changing user preferences or other factors?

Instagram in Poland in 2023 represents a mix of success and challenges. Its ability to engage a broad demographic is undeniable, but the evident decline in reach in recent months raises questions about the platform’s future in Poland. Whatever the reasons, one thing is certain: the social media landscape is changing, and platforms must constantly adapt to stay on top.

TikTok in Poland 2023 – tumultuous growth in the land of short films

Although TikTok is often associated with the younger generation, the numbers say otherwise. In Poland, at the beginning of 2023, as many as 10.14 million TikTok users were 18 and older. This means that the platform reaches a significant portion of Poland’s adult population – 29.9% to be exact.

Demographic mosaic

It is interesting that this platform is able to attract almost equal numbers of both sexes. Women dominate, accounting for 54.9% of the audience, while men account for 45.1%.

Acceleration in popularity

What’s really striking about TikTok’s data is the tremendous growth in just one year. The platform’s potential advertising reach has increased by an impressive 2.4 million users (+31.6%) since the beginning of 2022. What’s more, the sheer increase of 1.0 million (+11.1%) from October 2022 to January 2023 indicates a steadily growing interest in the platform in Poland.

TikTok in Poland is going through an eventful year, with significant user growth and broad reach among the adult population. Although advertising data focuses on people over the age of 18, there is no doubt that TikTok is a force to be reckoned with in the social media landscape in Poland.

LinkedIn in Poland in 2023

Not just a resume! LinkedIn has surpassed the 5.5 million user barrier in Poland, but let’s remember that registered does not always mean active.

• Growth at full speed: During the year, the number of potential ad recipients increased by an impressive 19.6%!

• Equality on the Web: Women make up 48.9% of ad recipients, men slightly more at 51.1%. Business on LinkedIn does not distinguish between genders.

• A small catch: although the numbers are growing, remember that LinkedIn is based on the total number of registrants, not those who search the news every day.

LinkedIn in Poland is gaining momentum, becoming the place not only for headhunters, but for anyone who wants to build professional relationships and advance their career.

Advertising engagement – what really drives Polish consumers?

There’s nothing like a well-timed advertisement! As many as 54.6% of consumers succumb to the magic of Google and search for a brand online before making a purchase decision.

What about the ads that shimmer in color on our screens? Well, 12% of us have been seduced and clicked such a banner on a website. And sponsored posts on social media? Virtually the same percentage – 11.9% allowed themselves to be persuaded to click.

Investment in advertising – is it worth it?

In terms of advertising spending, 2022 was full of growth. Overall, the advertising market recorded an increase of 1.3%. But this is where the real magic begins – online ad spending skyrocketed by 6.1%! Are we saying goodbye to traditional billboards in favor of digital solutions?

Online advertising formats – where do advertisers put their chips?

Search engines are kings – up 8.8% growth in popularity in this category. But the real star is social media – up a staggering 14.7%! Will Instagram become the new billboard of the 21st century?

Digital Poland 2023 – summary

In 2023, Poland’s digital space is experiencing rapid development, reflected in numerous statistics and data.

Source: own compilation based on information from the DIGITAL 2023 report: POLAND

Highlights include:

• Increased Internet access, with 88.4% of the population using the Internet regularly.
• Social media, which has become an integral part of the daily lives of many Poles.
• Evolution in mobile communications, where the number of connections exceeds the population.
• The changing landscape of digital advertising with YouTube dominating and the observed decline on platforms such as Facebook and Instagram.
• Significant growth in LinkedIn’s popularity, underscoring the importance of professional social networks in business.

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For those who want to explore the topic in more depth and see the full range of data and analysis, we encourage you to visit https://datareportal.com, where the full report on Digital Poland in 2023 is available.