February 20, 2008

UK Polish Internet usage on the rise

Estimates as to the number of Polish people in the UK range from half a million to over a million. Mass immigration from Central and Eastern Europe has led to a rush for the ‘Polish Pound’, with everyone from multinational banks to independent grocers getting in on the act. One of the great things about Hitwise is that we can use Internet data to illustrate changes such as these. As you can see from the chart below, UK Internet traffic to a Hitwise custom category consisting of the top 100 Polish language and community websites increased nine-fold between January 2006 and January 2008.

UK Internet traffic to Polish websites 2006 2007 2008 chart.png

Google Poland (www.google.pl) is currently the most popular Polish website amongst UK Internet users, accounting for 29.7% of all UK Internet visits to the category. As Google is the most popular search engine across Europe, comparing usage of the different Google country sites is a good way of understanding Internet usage patterns in Britain. Google Poland is the third most visited Google country page in the UK after the UK (www.google.co.uk) and international / US (www.google.com) versions. In January 2008, there were three times as many UK Internet visits to the Polish page as there were to the French (www.google.fr) and Irish (www.google.ie) pages, and ten times as many as to the Australian (www.google.com.au) and Indian (www.google.co.in) pages.

Hitwise demographics data reveals that Google Poland is most popular with young men: 62% of visitors to the site in January 2008 were male, while 85% were under 34 years of age. However, visitors were spread more evenly across the country, with 74% residing outside of London and the South East. As the chart below illustrates, in January there were as many visitors to the site from Scotland as there were from London.

UK Internet traffic to Google Poland segmented by UK region  january 2008 map.png

The second most popular Polish site after Google Poland was www.02.pl, a Polish portal page similar to Yahoo! or MSN. YouTube Poland (pl.youtube.com) was ranked third, while another video site Wrzuta was fifth. Wizz Air was the fourth most popular Polish site in January, when the budget airline received more UK Internet visits than a number of more established airlines including Qantas, American Airlines, Air France, Lufthansa and Singapore Airlines.

Top 10 most visited polish websites in the UK january 2008 table.png

The latter half of the top 10 list is dominated by Polish community sites, including PolishDating.co.uk, a dating website serving the Polish community in the UK and Ireland, at number six. The Polish version of Wikipedia (pl.wikipedia.org) was at number seven, and is currently the most visited foreign language Wikipedia site in the UK. The eighth and ninth ranked Polish sites were both community sites – Szkocja, a site serving the Polish community in Scotland, and Polish Elite Board, a Polish message board. The final site in the top 10 was Polish news site TVN 24.

Update: Since posting this blog we've received quite a few suggestions of other Polish sites that we missed out from our original top 10, such as Onet.pl (currently the second most visited site after Google.pl). We are compiling these and will provide an updated top 10 in a couple of weeks, so keep an eye out for a further update.

Posted by Robin Goad at 07:45 AM
Posted to Demographics | Financial Services | News and Media | Retail | Search | Shopping and Classifieds | Social networks | Travel

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Interesting that so many of the sites are not actually based in Poland, which I suppose is representative of the demographics of the situation. Although the Projekt Zero Two portal is clearly the biggest (other than Google) there are actually a lot of Polish search engines available - I've got a listing of 39 of them, and for the size of the country they are extremely well represented. The list of Polish search engines is at http://www.philb.com/cse/poland.htm in case anyone is interested.

Posted by: Phil Bradley at February 20, 2008 03:07 PM

Also interesting to see YouTUbe on the 3rd place, whereas most of the site from the list are mainly connected to practical usage of the web (booking tickers, browsing for info/news, socializing). Video repository so high proves the strength of this medium, I suppose.
Cool article!

Posted by: Sylwia at February 21, 2008 10:15 PM

Very interesting study, thank you very much for the data!

Posted by: unique at February 23, 2008 12:49 PM

Thanks for the comment Sylwia. Related to your video remark, here is some more info on the growth of video sites in the UK, particularly those with a focus on the 'practical':



Posted by: Robin Goad at February 26, 2008 10:22 AM

I think they've forgotten about www.nadajemy.ie -the biggest social website for Polish people in Ireland.

Posted by: kamil at February 26, 2008 12:31 PM

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