Around the World with Bidease: Poland

Poland

Poland, with its rich history and strategic position in Central Europe, offers a compelling narrative of transformation and digital growth. This nation stands out for its robust embrace of technology and the digital economy, making it a hotspot for mobile apps and advertising innovation. For app marketers and developers eyeing expansion in Europe, Poland’s evolving digital landscape presents a wealth of opportunities.

At a glance:

Country: Poland
Official language: Polish
Capitol: Warsaw
Population: 36.8 million
Most popular app by downloads:Temu
Most popular app category: Gaming
OS breakout: 84% Android, 16% iOS
Mobile Rank: Moderate-High

Getting to Know

Poland Poland’s history is a tapestry of resilience and pride, marked by periods of both sovereignty and partition. Situated in Central Europe, it has been a melting pot of cultures, ideas, and influences from both the east and west. Despite numerous invasions and partitions by neighboring powers over the centuries, Poland has preserved its identity and language, culminating in the re-establishment of its independence in 1918 after World War I. The nation endured the horrors of World War II and decades of Soviet influence to emerge as a democratic country with a robust economy and a significant role within the European Union, epitomizing a blend of rich historical heritage and modern progress.

Poland’s population is steadily aging. With a median age of 42.4, nearly 35% of the population is aged 50 or older. However, there are still a significant portion of young adults (about 20% of the population is aged 18-35) who are highly educated and fluent in English, facilitating easier adoption of international apps and services. In fact, Poland has one of the highest proficiencies of English in Central and Eastern Europe. That said, Poles are also very proud of their cultural heritage and language; in fact, the vast majority of Polish devices (84%) are set to Polish.

Polish society is nearly 85% Roman Catholic and values Christian tradition and family. Unsurprisingly, Easter and Christmas are the largest celebrated holidays in the country. However, the government also recognizes other Catholic holy days as federal holidays, including Epiphany, Pentecost, All Saints Day, and even the second day of Christmas (December 26). Each of these holidays contributes to increased online traffic and digital consumption.

Poland as an Emerging Mobile Market

The smartphone penetration rate in Poland is fairly high, with about 89% of the population owning a smartphone, indicating a mature mobile market. Poles spend nearly 4 hours per day on the mobile web, showcasing an active digital lifestyle. Since most of this time is spent on social networking, a majority of marketers direct their in-app ad spend on social.

However, gaming, e-commerce, and entertainment apps are also widely popular, and see much lower costs for user acquisition than social media.

Programmatic Advertising in Poland

Poland’s journey from a post-communist state to a thriving digital economy is nothing short of remarkable. The country’s commitment to technological innovation and digital infrastructure has fostered a dynamic environment for digital content and mobile apps. With a vibrant startup scene and a solid foundation in IT education, Poland is nurturing a new generation of digital entrepreneurs and tech-savvy professionals.

Poland’s dynamic mobile ecosystem, characterized by high smartphone usage, a strong digital economy, and a culturally engaged audience, offers fertile ground for programmatic app marketers. The key to unlocking Poland’s potential lies automated