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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.
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.
Source: eMarketer, U.S., November 2015. 5
People now spend more time with digital and mobileDigital
Mobile
Television
1950 1960 2000 2010
Radio
Source: eMarketer, April 2016. 6
Mobile and smartphone users, Poland, 2014–2018Mobile and smartphone users continue to grow
26.727.7 28.2 28.5 28.8
11.7
14.516.6
18.620.0
2014 2015 2016 2017 2018
Milli
ons
Mobile phone users Smartphone users
$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, 2014–2018Ad dollars will also continue to shift to digital
Source: eMarketer, March 2016. 8
Mobile ad spend share of digital and total media, Central and Eastern Europe, 2014–2018While 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
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
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
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.
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
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
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 friendsto connect with
old friendsto keep up with news
and current affairs (45% for Twitter)
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
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
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
4h08spent on a smartphone
each day
Source: GfK EMEA country profile study, Poland, December 2015. 20
Compared to the average Pole online, Millennials are
1.3Xmore likely to stream or download music
Millennials are more mobile
1.5Xmore likely to use smartphones daily
For Polish Millennials access to social media networks via a smartphone is the norm
Source: GfK EMEA country profile study, Poland, December 2015. 21
Compared to the average Pole online, Millennials are
1.6X 1.5X 1.6X 1.5Xat universities and schools
while commuting
while shopping in supermarkets
while waiting in queue
…and access Facebook in more locations
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
Mobile use and sophistication is growing fast…
Source: GfK EMEA country profile study, Poland, December 2015.
38%80%of Poles online still own
feature phonesof Poles online use
a smartphone
74%of those want to upgrade
to a smartphone within the next 2 years
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
Source: GfK EMEA country profile study, Poland, December 2015. 25
Device usage throughout the daySmartphone Feature phone Tablet Laptop/PC
0%
10%
20%
30%
40%
50%
60%
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
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
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
10 20 300%
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 earlyCu
mul
ativ
e im
pact
on
ad re
call
Total seconds of video watched
74%
47%
0
5
10
15
20
25
30
0 10 20 30 40 50 60
% o
f aud
ienc
e re
tain
ed
Seconds watched
15s 30s 60s
Source: Facebook Internal Data, US Video Ads, March 2015. 30
Completion % by video lengthNot about the absolute length (US)
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
3Bvideo views
per day
4Bvideo views
per day
1Bvideo views
per day
8Bvideo 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
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
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
Source: GfK EMEA country profile study, Poland, December 2015. 34
TV and online video usage throughout the dayWatch video onlineWatch TV
0%
10%
20%
30%
40%
50%
60%
70%
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
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
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
Source: GfK EMEA country profile study, Poland, December 2015. 37
Interface use throughout the dayUse 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
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
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 attentionprograms/movies are on that
they are not interested in
Use Instagram
Source: GfK EMEA country profile study, Poland, December 2015. 40
Media usage throughout the dayWatch 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
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%
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%
86%
Education for their children
Source: GfK EMEA country profile study, Poland, December 2015. 43
91%
Health
Online Poles value
89%
Safety from crime
55%
Youth employment
Source: GfK EMEA country profile study, Poland, December 2015. 44
45%
Corruption
But also have social concerns
62%
Job stability