Comparative Analysis of Social Media Usage in Poland, France, and the United States

Social media plays a crucial role in communication, entertainment, and commerce worldwide. In this article, we compare how social media is used in Poland, France, and the United States. Each country exhibits unique trends and preferences, reflecting its distinct digital cultures and societal concerns.

Poland: A Hub for Communication and Commerce

In Poland, nearly 70% of the population uses social media to stay connected. Facebook reigns supreme, with over 87% of Polish internet users active on the platform in 2022. Despite Facebook’s popularity, Poles spend twice as much time on TikTok and YouTube, indicating a preference for video content. Social media in Poland is not only for communication and news but has also become a significant channel for online commerce, with one in five Poles purchasing goods through platforms like Facebook.

France: Engaging and Diverse Social Media Landscape

Social media is integral to daily life in France, with YouTube, Facebook, and WhatsApp being the top platforms. In 2022, 74% of the population, used social media, and this number is projected to rise to 85% by 2027. Generation Z is particularly active, with 79% of 18-24-year-olds engaging on social networks. By March 2023, 69% of French users accessed their social media accounts daily, primarily for private messaging, liking, and commenting on posts. Social media ad spending in France reached 2.23 billion euros in 2022, with Instagram being the top platform for community managers, thanks to its superior organic reach.

United States: Video Dominance and Privacy Concerns

In the United States, video content is the key to social media success, with YouTube and TikTok emerging as direct competitors to Facebook. As of January 2024, Facebook was the most used platform, but YouTube had the highest user penetration at 74% by April 2024, compared to Facebook’s 64%. TikTok has become the go-to platform for short-form videos, with users spending an average of 53.8 minutes per day in 2023. YouTube leads in brand awareness, recognised by 94% of U.S. consumers. Data privacy is a major issue, with 35% of users very worried about data collection practices.


To sum up, while social media usage is widespread in Poland, France, and the United States, each country exhibits unique trends. Poland emphasizes communication and commerce, making Facebook and YouTube valuable platforms for businesses looking to engage with Polish consumers. In France, the diverse and engaging social media landscape suggests investing in Instagram and YouTube to reach a broad audience effectively. The U.S. highlights the dominance of video content and privacy concerns, with YouTube and TikTok being critical for engagement and addressing privacy issues.

So, understanding these differences is crucial for businesses and marketers aiming to engage with audiences in these regions effectively. For more insights and tailored strategies, visit our website and learn how we can help your business succeed on social media.

Based on Statista’s 

  • Social media usage in Poland – statistics & facts, 
  • Social media usage in France – Statistics & Facts, 
  • Social media usage in the United States – statistics & facts.