Data
Figures on the 50+ consumer in Poland. For every overview we give the data publisher, the measurement period and the method, so that you can check them at the source and compare them with the next year's edition.
Report: advertising to 50+, television versus the internet
Who spends the most, how much goes to television and how much to the internet, and where people over 50 are in the meantime. Plus what nobody has measured for 2025 and 2026.
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Poland is ageing fastest in the EU
A decade ago Poland was clearly younger than the rest of the EU; today it has almost caught up with the average. Plus older people's spending worldwide and in the US according to 2026 reports.
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Who decides on everyday shopping at home
Who decides on spending on food and cleaning products, who does the shopping and who plans dinner, by age. A CBOS survey from July 2026 compared with 2004–2018.
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Who decides on larger household spending
Answers by age and gender from the CBOS survey of July 2025. With the limits that change the meaning of the figures: larger expenses are not everyday shopping, and the answer “woman” in a single-person home does not describe a division of roles.
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Who watches content for 50+: two thirds of the audience are women over 45
Audience demographics given as the intersection of gender and age, not as two separate shares. Together with what you must not read into a single channel's measurement.
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The digital advertising market in Poland and communication to people aged 50+
Market value, programmatic share and the growth forecast are measured to within tens of millions. Nobody publishes the share of communication aimed at people aged 50+, and that is what this dataset is about.
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One in four złoty in Polish FMCG: the purchasing power of the 60+ generation
A YouGov study attributes a quarter of spending on fast-moving consumer goods in Poland to people over sixty. We give the figure together with what the publisher did not disclose.
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Where the 50+ audience is on social media
Own data from six profiles on four platforms for June 2026, with the measurement method for each. The 50+ audience is on social media; it is just counted differently than marketers think.
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Poles aged 50+ in numbers: demographics and purchasing power
Group size, monthly spending, breakdown into age segments and share of the population. Every figure with its publisher, period and measurement method.
See the data →Four rules
A figure has a source
Every value has its publisher and the address of the publication. A figure without a source does not go into the text, even when “everybody knows it”.
A figure has a date
We give the period the measurement covers, not the date the article was published. Market data ages faster than the texts about it.
Data separate, conclusions separate
What the measurement shows and what is our interpretation are two different things, and we keep them apart in the text.
Own data with methodology
When we publish figures from our own channels, we say where they come from and how they are calculated. Otherwise they could not be compared with anything.