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1 Lines > Market Snapshot—Q4 2016Poland

or 73% of monthly active people return every day

people access Facebook every month

＞15M ＞11M

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Facebook in Poland

Source: Based on Facebook data, December 2016.

of internet users*people

15M 64%

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=

Facebook in Poland

Source: Based on Facebook data, December 2016* Percentage of Internet users calculated with data from eMarketer, October 2016.

M O B I L E D E V I C E S

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Changing how we connect

Source: eMarketer, U.S., November 2015. 5

People now spend more time with digital and mobileDigital

Mobile

Television

1950 1960 2000 2010

Radio

Source: eMarketer, October 2016. 6

Mobile and smartphone users, Poland, 2015-2020Mobile and smartphone users continue to grow

28.0 28.6 29.1 29.5 29.6 29.9

14.616.8

19.020.4

21.4 22.2

2015 2016 2017 2018 2019 2020

Milli

ons

Mobile phone users Smartphone users

$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, 2015-2020Ad dollars will also continue to shift to digital

Source: eMarketer, October 2016. 8

Mobile ad spend share of digital and total media, Central & Eastern Europe, 2015-2020While 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)

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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

10Source:

Mobile is a constant companion

of MAUpeople access Facebook monthly on mobile

12M 80%=

Thank you

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