Report: Mobile Marketing in Poland – as many as 74% of Poles aged 15-19 own a smartphone
In a previous article on the “Mobile Marketing in Poland” report, by Monika Mikowska of the blog I am.mobi, we wrote about the most important events of 2013 that influenced the development of the mobile industry. In this article we gathered for you the most relevant information on the smartphoneization of Poles, as well as a few words on mobile case studies.
The third chapter of the report “Mobile Marketing in Poland” is devoted to the smartphoneization of Poles. The chapter was written in cooperation with TNS Poland. In 2013 smartphone penetration in Poland was 33% (as of January 2022 is 44%), but Poles are not always aware of owning a smartphone. In 2012, as many as 64% of Poles were unaware that their phone was in fact a smartphone. In 2013 the number was already less – 42%, 2022 – it was 7%..
The chapter is enriched by visualizing the data in charts, so that we can m.In. see how Poland compares to Europe in terms of mobility. Poland ranks at an average level when it comes to the rate of smartphoneization. The situation is similar in the case of tablet penetration, where we also fall into the place of the “mediums”. Based on the data collected in January 2022, it is also clear that the younger the age, the higher the penetration of smartphones. As many as 74% of Poles aged 15-19 own a smartphone, but for the 50-59 age bracket, the figure drops to 28%.
Only 9% of Poles aged 60+ own a smartphone.
The report also includes charts showing how many Poles and how they use smartphones, mobile apps themselves or QR codes. People who own a smartphone, are able to use its potential and take advantage of the many functionalities of such a device. Mobile applications are most often used by young people.
For those over 41, more declare a desire to use the app than actual use. On the last point – QR codes – very few people turn out to use them (the highest percentage is 7% in the 16-21 age group), but some express a desire to use them in the future. However, the vast majority of Poles use their phones to taking pictures, Quite a large percentage also use mobile web browsers. There is also a little more detail on the use of banking and mobile payments by Poles.
Unfortunately, when it comes to banking and mobile payments, we lag behind Europe. 12% of Poles use mobile banking, 5% use mobile payments. For Europe, the figures are 25% and 16% respectively.
We are far ahead of the Czechs, Slovaks or Spaniards. The kingdom of mobile banking is South Korea, where 75% of users use mobile banking. The last part of this section examines communicating with a smartphone.
It turns out that 66% of Poles are still faithful to SMS, and only 34% use instant messaging.
Chapter four of the publication is devoted to case studies. Among the analyzed cases are several awarded during this year’s edition Mobile Trends Awards: the winning app The Most Wanted App and the Durex campaign in the Listonic app, as well as apps nominated for the Mobile Trends Awards: the Kapsel Run game, the Smiling Monuments campaign, the Feel the Chemistry game. In addition, here are cases such as ING BankMobile, PAYBACK, Kubuś, Game of Thrones and many others. Each case study is prepared in a thorough manner and includes m.in.
A description of the project, its purpose, target groups, results – all tailored to best illustrate the app or campaign in question and be able to derive valuable knowledge from it.
In the final chapter, Mikowska included tips for 2022. It pays particular attention to such trends as Mobile Sync, or content synchronization, Bluetooth Low Energy, Content Mobile Marketing or Real Time Marketing. In addition, the author advises not to be afraid to act on existing mobile applications, instead of perhaps needlessly wasting resources on creating your own.
The report “Mobile Marketing in Poland” is really extensive, but at the same time not overwhelming, and reading it does not bore the reader. Good visuals make reading enjoyable. There is also a definite plus in the lack of “pouring water” – each issue is mostly elaborated on one page of the report, without unnecessary elaboration.
Lots of expert opinions and comments, many case studies, facts and tips – all wrapped up in one report makes it definitely worth reaching for.
You can find the full report here: http://jestem.mobi/2022/02/nowy-raport-marketing-mobilny-w-polsce-2013-2022/