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Digital Advertising Overview: Poland (by MGID) (1)

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GENERAL INFORMATION

• The Polish economy is the only one to have avoided recession during the global downturn of 2009, establishing itself as one of the most reliable in CEE;
• Real GDP growth reached 5.1 percent in 2018, driven by domestic consumption and accelerating investments. GDP per capita reached $ 15310;
• The official language is Polish;
• The official currency is zloty;
• The largest cities Warsaw, Kraków, Łódź, Wrocław, Poznań, and Gdańsk.

CONSUMER BEHAVIOR

Poles are looking for discounts as well as easy payments and delivery. 54% of consumers tend to look for discounts and promotions at a reduced or affordable price, while 22% claim they do not use discounts very often. On the whole, Polish people are interested in quality products at affordable prices, which offer additional benefits.

DEVICE USAGE (Percentage of the adult population)

70% of Poles use smartphones and the distribution of laptop and tablet usage is 80% and 27% respectively.

E-COMMERCE VALUE (Statista)

• Revenue in the eCommerce market amounts to US$9,690m in 2019.
• Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 11.7%, resulting in a market volume of US$15,075m by 2023.
• User penetration is 69.5% in 2019 and is expected to hit 78.4% by 2023.
• The average revenue per user (ARPU) currently amounts to US$367.74.

PAYMENT METHOD

According to Statista, 56% of total eCommerce purchases will be paid by cards in 2019.

BEST-PERFORMING VERTICALS

Our data shows that e-commerce products (clothing, watches, etc) work well in Polland as well as nutraceuticals, namely, weight-loss creams.

CREATIVE’S TIP

• There are a lot of freaks with colored hair, strange hairstyles, a lot of piercings among young people. The older generation adheres to a casual style;
• Poles are fed up with migrant workers, as they led to salary reduction. You can use this topic in moneymaking;
• Polish men love plump women much more than those with a slim figure;
• Krakow bagel is almost a national treasure. To give the teaser a “native” look, just select a photo of a person with this donut in their hand;
• Poles have no habit of buying expensive things to impress. The richer the person - the cheaper their phone \ car \ home is;
• Bicycles, electric scooters, and mopeds are the main means of transportation;
• 'No waste' eco-culture. They take out things they don’t need in a clean and fair condition on the sidewalk near their house.

MGID team​

References

https://emerging-europe.com/polish-e...st-gdp-growth/
https://datareportal.com/reports/digital-2019-poland
https://strategaresearch.com/new-tre...ior-in-poland/

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