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Social media have been in our lives for a long time now…and they seem to be overtaking the world! A lot of people wake up in the morning and first thing they do is checking their Facebook/Twitter/etc account…Do you know how people use social media in Poland?
Here is a little info about it:
Facebook is the number one social network in Poland, as in most countries around the world. However, the second most popular social network in Poland is Nasza-Klasa.
Major motivation for people using a social network in Poland is to talk with friends and this aligns perfectly with what Nasza-Klasa does well (connecting old school friends) and this is what I believe has caused the success of Nasza-Klasa.
In the UK, micro-blogging is very much on the rise through the growing use of Twitter, with some people now migrating from Facebook to use Twitter as their primary social platform. However in Poland, little time is spent on micro-blogs, which may be due to the 140 character limit on Twitter. This causes difficulties because Polish words tend to contain more characters than those of many other European languages, which means it can be difficult to express meaning because of the restrictive character limit. Just under 45% of young Poles use a micro-blog daily, and whilst this isn’t in itself a particularly low figure, they are only likely to spend less than 30 minutes a day using it.
The amount of people with Facebook accounts in most European countries followed the expected trend of countries with bigger populations e.g. Russia, Germany and UK having the largest amount of Facebook users, and also, the majority of the users in most countries are younger people.
This is what I expected to see in all nations so I was shocked when I looked at Poland, where I saw quite an even split across the age groups.
I found that in Poland there were only around 700,000 more users in the 16-24 age range in comparison with ages 55-64.
In comparison, Germany has a 6 million difference across the same age groups, with UK, Russia and France each showing around 3 million difference.
These statistics show that it is much harder for marketers in Poland to choose which market to target on Facebook as there is no clear age group which is going to be more likely to see their marketing.
Do następnego razu… (Till next time…)