Over 15 million people in Poland, representing 73% of monthly active users, return to Facebook daily. More than 11 million people in Poland access Facebook every month. Approximately 15 million people in Poland use the internet, and 64% of internet users in Poland access Facebook monthly. Mobile devices are changing how people connect with digital media like Facebook, and people now spend more time with digital and mobile media like smartphones than with television. Both mobile phone and smartphone users in Poland are projected to continue growing through 2020. Digital advertising spending is also expected to continue shifting to mobile and growing substantially through 2020 in Central and Eastern Europe countries like Poland.

1. Market Snapshot—Q4 2016
Poland

2. or 73% of monthly active
people return every day
people access Facebook
every month
＞15M ＞11M
2
Facebook in Poland
Source: Based on Facebook data, December 2016.

3. of internet users*people
15M 64%
3
=
Facebook in Poland
Source: Based on Facebook data, December 2016
* Percentage of Internet users calculated with data from eMarketer, October 2016.

4. M O B I L E D E V I C E S
4
​ Changing how we connect

5. Source: eMarketer, U.S., November 2015. 5
People now spend more time with digital and mobile
Digital
Mobile
Television
1950 1960 2000 2010
Radio

6. Source: eMarketer, October 2016. 6
Mobile and smartphone users, Poland, 2015-2020
Mobile and smartphone users continue to grow
28.0 28.6 29.1 29.5 29.6 29.9
14.6
16.8
19.0
20.4
21.4
22.2
2015 2016 2017 2018 2019 2020
Millions
Mobile phone users Smartphone users

7. $4.2
$5.1
$5.7
$6.2
$6.7
$7.2
2015 2016 2017 2018 2019 2020
Digital ad spending (Bn)
30.9%
35.6%
38.9% 40.9% 42.7% 44.3%
21.1% 21.4%
11.3% 9.3% 8.0% 7.0%
Digital ad spending (%of total media ad spending) Digital ad spending growth
Source: eMarketer, October 2016. 7
Digital ad spend trends, Central & Eastern Europe, 2015-2020
Ad dollars will also continue to shift to digital

8. Source: eMarketer, October 2016. 8
Mobile ad spend share of digital and total media, Central & Eastern Europe, 2015-2020
While mobile ad spend will continue to gain share
20.4%.0%
32.1%%
43.9%%
52.3%%
62.0%%
73.3%
6.3%%
11.4%%
17.1%%
21.4%%
26.5%%
32.4%
2015 2016 2017 2018 2019 2020
Mobile ad spending (% of total digital ad spending) Mobile ad spending (% of total media ad spending)

9. 9
Reach your audience at the centre of discovery
Source: Based on Facebook data, December 2016.
people access Facebook daily
on mobile
people access Facebook
monthly on mobile
＞12M ＞9.6M

10. 10Source:
Mobile is a constant companion
of MAUpeople access Facebook
monthly on mobile
12M 80%
=

11. Thank you
11