Adriana Sas
Research expert covering the Polish market
Social media has become very popular around the world. Every year, more and more people use it to keep in touch with relatives, friends, colleagues, brands, and products. Poland is no exception. Nearly 70 percent of Polish networkers have used social media to communicate. However, creating communities through social media also has many drawbacks. Recent years have seen an increase in aggressive user behavior and the promotion of fake news or adolescents' exposure to sexual content. Certainly, for many users, social media has become a method for creating themselves and their content.
The coronavirus (COVID-19) outbreak significantly impacted many areas of Poles' lives in 2020. One of them is the use of social media. The quarantine and economic lockdown period has contributed to increased involvement and consumption of media on the internet. During the pandemic, practically all social media recorded an increase in the number of users. On the other hand, the reduction of interpersonal contacts and social distancing contributed to the popularity of instant messaging.
For most Poles, social media is a way to communicate with friends and family. They read news, comment on posts, or share content through these platforms. For many, it is a method to kill time. However, social media is more than just a tool for peeping into other people's lives. Recently, there has been a growing trend of online commerce through social media. Nearly one in five people have purchased goods through sales groups such as Facebook.
Facebook is the most popular, but Poles spend more time on TikTok and YouTube
Although social media is still a source of many threats, such as the FOMO effect, fake news, inappropriate posts, etc., Polish internet users agree that social networks are integral to their social lives. The most popular and engaging social networking platform for Poles is Facebook. In 2022, over 87 percent of Polish internet users used Facebook. Polish Facebook constantly expands, but Poles spend twice as much time on TikTok and YouTube. Aside from Facebook, Polish social media consists of Instagram, Snapchat, YouTube, Pinterest, Twitter, LinkedIn, and many more. Every social networking site is used by internet users for various purposes and is perceived differently.The coronavirus (COVID-19) outbreak significantly impacted many areas of Poles' lives in 2020. One of them is the use of social media. The quarantine and economic lockdown period has contributed to increased involvement and consumption of media on the internet. During the pandemic, practically all social media recorded an increase in the number of users. On the other hand, the reduction of interpersonal contacts and social distancing contributed to the popularity of instant messaging.
From voyeurism to social commerce
Traditional media still plays a significant role in Poland in providing information and developing people’s perceptions and opinions. However, new media (internet, social media, etc.) have become serious competition despite their still secondary role. In 2022, 93 percent of Poles were regular internet users. The importance of new media in Poland is constantly growing. By 2022, monthly active social network users are expected to reach almost 28 million. This number will increase if individuals, companies, and organizations use these communication channels to improve their social and customer relations or marketing strategies.For most Poles, social media is a way to communicate with friends and family. They read news, comment on posts, or share content through these platforms. For many, it is a method to kill time. However, social media is more than just a tool for peeping into other people's lives. Recently, there has been a growing trend of online commerce through social media. Nearly one in five people have purchased goods through sales groups such as Facebook.
