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With a high penetration rate for both the internet and mobile, the usage social media in Poland is relatively matured comparing with some of its neighboring countries. With around 27.2 million people on social media (and still growing rapidly), it has also become one of the most important countries for social media in the eastern Europe.
Despite there was a so called “Freedom of Speech” bill passed back in 2021 to further regulate the operation of social media firm, which restrict social media platforms from censoring content or deleting users if they don’t break law in Poland, it appears to have little impact over how social media firm operates, in most cases.
The way Polish users use social media have been changing as well, more and more people are using such medium as a way to build community, to live stream, and even to shop.
Euromonitor has found many Polish brands are leveraging more and more of social media to engage with its customers. And they also predicted that social media is likely to continue and increasingly to be utilized by brands moving forward, with live broadcasting becoming a popular method by the end of 2026.
Given the latest survey available, in Austria there are about 7.3 million active social media users (Log in at least once in a month) in 2022. This is about 81.4 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 2.2 %.
In Poland, Facebook has the most market share when it comes to the number of active users. Judging from data from both Google search trend and Napoleon Cat, it has been like so for quite a long time.
With the latest data published in January 2023, we can see that at the growth rate of 1%, there is now around 4.99 million Facebook users in Austria . With male users account for around 49.33% and female users account for around 50.67%.
With the latest data published in January 2023, we can see that at the growth rate of 1.1%, there is now around 3.2 million Instagram users in Austria . With male users account for around 49.24% and female users account for around 50.76%.
With the latest data published in January 2023, we can see that at the growth rate of 1.06%, there is now around 9.1 million TikTok users in Poland . With male users account for around 0.425 and female users account for around 0.575.
With the latest data published in January 2023, we can see that at the growth rate of 1.14x, there is now around 1.94 million LinkedIn users in Austria.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
