Market snapshot poland q2_2016

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1 Lines > Market Snapshot—Q2 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

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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, 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

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 we’re referring to the average across all other 18 markets in this research.

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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.


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


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


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)


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


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


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


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


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%

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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

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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


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%


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


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

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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 day＞8B

videos views per day

＞75%

video views per day happen

on mobile

Q4 2013 Q3 2014 Q4 2014 Q1 2015 Q3 2015


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


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


TV and online video usage throughout the dayWatch video onlineWatch TV

0%

10%

20%

30%

40%

50%

60%

70%


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


Interface use throughout the dayUse laptop/PCUse smartphone Watch TV

0%

10%

20%

30%

40%

50%

60%

70%



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


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


Media usage throughout the dayWatch TV Use Facebook Use the Internet

0%

10%

20%

30%

40%

50%

60%

70%



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%


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


91%

Health

Online Poles value

89%

Safety from crime

55%

Youth employment


45%

Corruption

But also have social concerns

62%

Job stability

Thank you

46

Market snapshot poland q2_2016

Marketing

Transcript of Market snapshot poland q2_2016