The Polish market: high potential in Eastern Europe?

Mon 27 April 2009 10:29, Bas van den Beld

Some countries are less known for their Internet-knowledge and usage than others. And sometimes that's too bad, because a lot of these countries might be underestimated. Poland is probably one of them.

The Eastern-European country has got no less than 16 million active Internet users, which makes it the number 8th largest country in Europe. At Maxroy.com a Polish Internet Consultant, Radoslaw Kmita, showed us the potential of the country we mostly know of Football and their workers who come abroad.

The Polish market is growing extensively. The usage of Internet has grown 13% in just one year. This means that more and more advertisers must be focussing on the Polish market, because of the growing reach.

The advertising market is growing, but still has got a lot of room for improvement. The Polish IAB calculated that in 2008 there was 164.6 million Euros spent in online advertising in Poland, which was 57% more than the year before.

The potential of the Polish market can be seen on different areas. One of them is the average age of the Internet users. It's the 'customers of the future' who are dominating the Polish web. Most Internet users are in the age of 15-19. The market to target for your future clients.

The Polish advertising market is also changing rapidly according to Maxroy. Compared to the UK and Germany Poland is now spending a lot less money on PPC. But interesting enough the Display advertising market share is a lot higher in Poland. And that is the area for example Google is looking at more and more.

Finally a look at the most used websites in Poland. As everywhere in Europe Google is the biggest one of all. It has a range of 86% in the market. What's interesting is that there are some local Social Networks and Webportals playing a larger part. Onet.pl for example has a reach of 62% and accounts for 9.541 million users. "Only" a small 4.000 million less than Google.

The Polish market is one for the future, but if you're smart you get in now. It has got potential. And when you come in early...

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Comments (1)

- Tomasz Frontczak
- [website]
Bas, thank you for mentioning our article.

In some reports about CEE market social sites like nasza-klasa.pl or allegro.pl (auctions) are treated as search engines. However they are not search engines per se. We explain that.

From SEM point o view -- Google domination in Poland is huge.

Tue 28 Apr 2009, 01:37

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