According to the study ‘Poles’ Own Wallet: e-commerce trends 2023′ by Santander Consumer Bank, 92 % of Poles currently use social media, but 44 % would give up if social media were only available in a paid subscription model.

The survey report indicated that 65 % of Poles who shop online use subscription services, such as platforms like Netflix. Respondents using such services included the highest number of 18–29-year-olds (79 %) and 30-39 year olds (75 %). According to the survey, 79 % of respondents earning between PLN 5,000 and PLN 6,999 net income also declared having such a subscription.

No online subscription service is used by 35 % of respondents. Subscription services are also not used by 60 % of respondents over 60 years of age and 41 % of respondents living in rural areas.

“Such solutions are also not popular among those earning the least – up to PLN 1999 net. More than half of the respondents in this group said they do not have any such service”, says Ewelina Krzynowy-Gaweł of Santander Consumer Bank.

The report conveys that of the respondents using subscription services, 32 % have one such solution, 28 % use two such services, 23 % use three such solutions and 5 %. – five. When asked about the type of online subscriptions they have, respondents mentioned streaming services with films and TV series (91 %), music platforms (34 %), services offering e-books and audiobooks (15 %) and services with games, as well as software or utility applications, e.g. for work (in both cases 9 % each).

The survey was carried out by the Institute for Market and Social Research (IBRiS) at the turn of September and October 2023. It involved a representative group of 1,000 adult Poles buying online.

Arkadiusz Słomczyński