Social media in Poland – user characteristics
Media consumption

Social media in Poland – user characteristics

In communicating with users, the reach of the communication channel usually plays the most important role. It is also worth paying attention to the characteristics of social network users. Reach may be less important than appropriate target group selection. Who uses Facebook, and who uses Twitter?

'It is obvious that fan page administrators will try to make the best use of the options offered by Facebook to reach a wide audience. For this reason, the best administrators carefully track not only the behaviour of their users, but also this very algorithm. Facebook has already made changes many times that reversed existing knowledge and necessitated a creative approach to the subject of communication with fans. Personally, I think that as long as Facebook exists, EdgeRank will keep being adapted, and the people who look after fan pages will keep seeking new models to help them improve,' says Dominik Wieprzowski.

Both channels have their advantages and disadvantages – the ability to move in both environments takes time. However, in the search for specific target groups where an influence can be exerted on conversion, Facebook is still far more worthy of attention. Nonetheless, it is impossible not to note that Twitter, although not a competitor with Facebook in terms of reach, has its advantages, and using them skilfully can also contribute to the monetization of social activities.

About the research

The data comes from gemiusAudience, an international research project conducted by Gemius in around 30 countries in Europe, the Middle East and North Africa. It aims to determine the number and demographic profile of internet users and to learn about the ways in which they use the internet: websites, audio and video material, or applications. The research is carried out in compliance with the international code of conduct ICC/ESOMAR.