A fresh report from Facebook about mobile, video, internet usage in poland and of course about facebook.

1. Market Snapshot—Q2 2016
Poland

2. 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.

3. 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.

4. M O B I L E D E V I C E S
4
​ Changing how we connect

5. Source: eMarketer, U.S., November 2015. 5
People now spend more time with digital and mobile
Digital
Mobile
Television
1950 1960 2000 2010
Radio

6. Source: eMarketer, April 2016. 6
Mobile and smartphone users, Poland, 2014–2018
Mobile and smartphone users continue to grow
26.7
27.7 28.2 28.5 28.8
11.7
14.5
16.6
18.6
20.0
2014 2015 2016 2017 2018
Millions
Mobile phone users Smartphone users

7. $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, 2014–2018
Ad dollars will also continue to shift to digital

8. Source: eMarketer, March 2016. 8
Mobile ad spend share of digital and total media, Central and Eastern Europe, 2014–2018
While 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. 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

10. 10Source:
Mobile is a constant companion
of MAUpeople access Facebook
monthly on mobile
11M 79%
=

11. 11
​Poles on Facebook

12. 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. 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.

14. 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

15. 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

16. 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 friends
to connect with
old friends
to keep up with news
and current affairs
(45% for Twitter)

17. 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

18. 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

19. 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

20. ​4h08
​spent on a smartphone
each day
Source: GfK EMEA country profile study, Poland, December 2015. 20
Compared to the average Pole online, Millennials are
​1.3X
​more likely to stream
or download music
Millennials are more mobile
​1.5X
​more likely to use
smartphones daily
For Polish Millennials access to social media networks via a smartphone is the norm

21. Source: GfK EMEA country profile study, Poland, December 2015. 21
Compared to the average Pole online, Millennials are
​1.6X ​1.5X ​1.6X ​1.5X
​at universities
and schools
​while
commuting
​while shopping
in supermarkets
​while waiting
in queue
…and access Facebook in more locations

22. 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. 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 phones
of Poles online use
a smartphone
74%
of those want to upgrade
to a smartphone within the
next 2 years

24. 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

25. Source: GfK EMEA country profile study, Poland, December 2015. 25
Device usage throughout the day
Smartphone Feature phone Tablet Laptop/PC
0%
10%
20%
30%
40%
50%
60%
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight

26. 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

27. 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

28. 28
​Video is exploding

29. 10 20 30
0%
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 earlyCumulativeimpactonadrecall
Total seconds of video watched
74%
47%

30. 0
5
10
15
20
25
30
0 10 20 30 40 50 60
%ofaudienceretained
Seconds watched
15s 30s 60s
Source: Facebook Internal Data, US Video Ads, March 2015. 30
Completion % by video length
Not about the absolute length (US)

31. 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
3B
video views
per day
4B
video views
per day
1B
video views
per day
8B
video 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

32. 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

33. 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

34. Source: GfK EMEA country profile study, Poland, December 2015. 34
TV and online video usage throughout the day
Watch video onlineWatch TV
0%
10%
20%
30%
40%
50%
60%
70%
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight

35. 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

36. 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

37. Source: GfK EMEA country profile study, Poland, December 2015. 37
Interface use throughout the day
Use 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

38. 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

39. 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 attention
programs/movies are on that
they are not interested in

40. Use Instagram
Source: GfK EMEA country profile study, Poland, December 2015. 40
Media usage throughout the day
Watch 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

41. 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%

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%

43. ​86%
​Education for their children
Source: GfK EMEA country profile study, Poland, December 2015. 43
​91%
​Health
Online Poles value
​89%
​Safety from crime

44. ​55%
​Youth employment
Source: GfK EMEA country profile study, Poland, December 2015. 44
​45%
​Corruption
But also have social concerns
​62%
​Job stability

45. 45

46. Thank you
46