Poland’s growing audience of web users have a strong preference for local brands, and rely heavily on search engines, according to new research.
The research, from comScore, comes as part of its first overview of internet usage in Poland based on the comScore Media Metrix audience measurement service, as well as an analysis of Polish search activity in comparison to the European search marketplace.
The report showed that Poland’s 17.8 million Internet users age 15 and older were most likely to visit the Google Sites web property (97 percent market penetration), but that local web brands rounded out most of the top 20 properties.
Google Sites Tops List of Most Visited Web Properties in Poland
Google Sites (which also includes YouTube) ranked as the top property with 17.2 million visitors, followed by MIH Limited with 14.2 million visitors (80 percent penetration). Polish social networking site Nasza Klasa ranked in the #3 position with 13.9 million Unique Visitors, followed by Polish web portal Onet.pl that attracted more than 12 million visitors during the month.
“While the top web properties across many global markets are led by global Internet brands, Poland boasts numerous local companies among its top properties, a true testament to the home-grown technological talent and innovation in this market,” says Wolf Allisat, comScore EVP for International Markets. “We’re very excited about the ability to measure Internet behaviour in Poland which is one of two recently added markets for comScore,” he added.
Polish Internet Users Heaviest Searchers in Europe
In August 2010, Europeans age 15 and older conducted 41 billion searches at an average of 116 searches per searcher. Poland ranked highest in Europe with 157 searches per searcher, followed by the U.K. (144 searches per searcher) and Finland (141 searches per searcher).
*Excludes searches from public computers such as Internet cafes or access from mobile phones or PDAs.
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