New Report by Publicis Groupe CEE and GWI Sheds Light on Social Media Habits of Consumers

Publicis Groupe Central & Eastern Europe (CEE) and GWI recently unveiled a new report on social media habits in the CEE region. This latest collaborative effort is the third instalment of CEE editions of GWI’s global reports including “You are What You Buy” and “The New Age of Gen Z” and will look at the social media habits of consumers in the CEE region.

Drawing from GWI's extensive online research among internet users aged 16-64, the report examines trends across seven key markets in CEE: Bulgaria, Croatia, Czech Republic, Greece, Hungary, Poland, and Romania. The figures are representative of the population of each market, not its total population. It offers a unique look at how social media is transforming consumer engagement, product discovery, and brand loyalty.

Key Findings:

Social is transforming how we consume news

In CEE, more consumers are turning to social media for updates on the      news and current events. And though the platforms being used the most vary from person to person, trust in the media is dwindling, and our consumers are looking for new ways to get informed.

Social engagement isn’t limited by age

Social media has matured over time, and with it, so has its user base. In CEE, the highest proportion of social media users are Gen X, followed by millennials. Brands looking to reach consumers on social need      to ensure that they’re curating content that caters to both younger and older groups.

Short-form content is bigger than just TikTok

We can’t undermine the impact video content has had in resonating with today’s consumers. Brands looking to make their mark in this space need to ensure they’re meeting consumers across a variety of both short and long-form platforms.

Social media takes the product discovery crown

In CEE, social media plays a big role in the purchase journey. Marketers looking to get in the spotlight here need to create content that sparks curiosity and inspires their target audiences to explore their brands even further.

Maria Tudor, chief operating officer of Publicis Groupe CEE, emphasises the importance of these findings:

"Our partnership with GWI offers unparalleled insight into the evolving digital landscape of Central & Eastern Europe. What’s particularly striking is the way social media has woven itself into every aspect of daily life in the region—from how consumers discover new products to how they engage with news. The data reinforces that marketers must continue adapting to the pace of change, curating content that speaks to the diverse needs of both younger and older demographics across the CEE."

The report solidifies the role of social media as a powerful driver of consumer behaviour, emphasising the importance of innovative and tailored marketing strategies to meet the demands of an increasingly engaged audience.

“The role that social media plays in people’s lives around the world can’t be understated. And this impact crosses borders and is seen across age groups. In CEE, Gen X is most active on social media, closely followed by millennials, but what these two groups are using it for is varied. Getting to grips with what’s most important to different consumers in CEE is a surefire way for brands to better meet them where they are with what really resonates”, added Jason Mander, chief research officer at GWI.

Availability and Access: The global edition of “Social Media Trends: The highlight reel” report is available here. To access the Central & Eastern Europe edition of the report, please request for it by filling in this form here.

GWI and Publicis Groupe Central & Eastern Europe (CEE) are currently collaborating across seven markets in the region including Bulgaria, Croatia, Czech Republic, Greece, Hungary, Poland, and Romania – offering a rare glimpse into consumers’ trend in the region as well as enabling the inclusion of the CEE region’s representation in key global studies by GWI.