Market snapshot poland q2_2016

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    1 Lines > Market SnapshotQ2 2016Poland

  • 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.

  • M O B I L E D E V I C E S

    4

    Changing how we connect

  • 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, 20142018Mobile 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, 20142018Ad 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, 20142018While 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

  • 10Source:

    Mobile is a constant companion

    of MAUpeople access Facebook monthly on mobile

    11M 79%=

  • 11

    Poles on Facebook

  • 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 were 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 peoples 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

  • 28

    Video is exploding

  • 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 day8B

    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