Check our Ultimate Chatbot Guide
Chatbots, Social Media, Messenger Marketing – Statistics You Should Know in 2020

Chatbots, Social Media, Messenger Marketing – Statistics You Should Know in 2020

Andrzej Gruszka 22.01.2019
Andrzej Gruszka

How often do you search for statistics about Internet users, social media, messaging apps, chatbots, or voicebots? At KODA Bots, we keep track of trends and use reliable sources. If that’s also your approach, you’re at the right place!  We’ve collected useful statistics to provide you with a regularly updated compendium of knowledge. From now on, you don’t have to search the Internet for data you want to use in presentations, articles or conversations with clients. You have everything at hand, gathered in one place, and ready to be used in 2020.

Over the world, we have:

  • 4,54 billion Internet users, which represents 59% of the world’s population (about 150 million more than last year),
  • already 80,3% of Poles use the Internet (2,3% more than in the previous year),
  • 5, 19 billion unique mobile users, that is 2/3 of the world’s population,
  • 3,80 billion social media users (over 300 million new users within the last 12 months).

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite)

For comparison, in the recent year we had:

  • 4,388 billion Internet users, which represented 57% of the world’s population, 
  • 78% of Poles who used the Internet,
  • 5,11 billion unique mobile users,
  • 3,484 billion social media users. 

(Source: Digital in 2019 Global Overview, We Are Social, Hootsuite)

  • The average time Internet users spend online is 6 hours and 43 minutes. So one user spends a total of over 100 days online, which takes up 40% of his/her daytime
  • Poles spend 6 hours and 26 minutes online a day, of which they spend 2 hours on social media (last year, they spent 6 hours and 2 minutes online).

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • There are 30,63 million Internet users in Poland – that’s 81% of the country’s population, which counts 38 million people.
  • 56,5% use smartphones to surf the Internet, and 42,4% use laptops and stationary computers. 1,1% and 0,004% use tablets and other devices respectively.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • The total number of Polish Internet users was 28,2 million (as of April 2019).
  • 22,6 million Poles used stationary computers and laptops to surf the Internet (the number decreased in comparison to the previous year).
  • 24,4 million Poles used smartphones for online activities.

(Source: Gemius/PBI, 2019)

  • For comparison, the total number of Internet users in July 2018, was 26,9 million.
  • 22,6 million users surfed the Internet with stationary computers and laptops, and 22,1 million used mobile devices (21,7 million used smartphones).

(Source: Gemius/PBI, 2018)


  • 19 million Poles actively use social media, that is 50% of the country’s population.
  • 97% of Poles use smartphones for social surfing and 99% use social media regularly.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • In 2019, 18 million Poles actively used social media (47% of the country’s population).
  • The average time they spent on social media was 1 hour and 45 minutes a day.

(Source: Digital in 2019 Global Overview, We Are Social, Hootsuite, 2019)

  • Facebook is the most popular social networking service in Poland. It has over 16 million users (2 million less than last year).
  • 96% of Poles use smartphones to connect with Facebook.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • Facebook, WhatsApp, Instagram, and Messenger have 2,7 billion users every month.

(Source: Facebook, 2019)

  • Facebook is still the most popular social media app: it has over 2,449 billion unique users.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • 90,4% of Millenials, 77,5% of generation X, and 48,2% of baby boomers are active social media users.

(Source: eMarketer, 2019)

  • Facebook is also the second most popular website in Poland. Only Google has more visitors.

(Source: Statista, 2019)

  • Already 70 million companies have a business profile on Facebook.

(Source: Social Media Today, 2019)

  • Twitter has 326 million active users a month.
  • 500 million tweets are posted daily on Twitter.

(Source: Omnicore, 2019)

  • LinkedIn is used by 590 million people from over 200 countries.

(Source: Hootsuite, 2019)

  • There are 3,7 million LinkedIn users in Poland.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • 3,5 million Poles used LinkedIn in 2019. 

(Source: NapoleonCat, 2019)

  • 57% of LinkedIn’s traffic comes from mobile devices.
  • 30 million companies have a profile on LinkedIn.

(Source: Hootsuite, 2019)

  • 1 billion people use Instagram every month and already 500 million use it on a daily basis.
  • There are 25 million business profiles on Instagram. Over 200 million users visit at least one business profile every day.
  • 60% of users (over 600 million people) look for and discover new products on Instagram.
  • 80% of users follow at least one brand on Instagram.

(Source: Hootsuite, 2019)

  • Instagram in Poland has 7,30 million users. 

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • Instagram in Poland had over 7,1 million active users in 2019.

(Source: NapoleonCat, 2019)

  • Almost 3,2 billion people from all over the world have used Facebook, YouTube, WhatsApp, Instagram, or Twitter, from which 3 billion have used mobile devices for this purpose. 
  • Facebook doesn’t belong to the group of the most popular social media platforms only in 25 countries.

(Source: Digital in 2018 Global Overview, We Are Social, Hootsuite, 2018)

  • 98% of B2C companies and 89% of B2B companies use Facebook.
  • Facebook is the most important marketing platform for 54% of B2B marketing specialists.

(Source: Hootsuite, 2018)

  • 96% of Internet users choose social media to share their opinions about companies and to follow their favorite brands. 

(Source: Lyfe Marketing, 2018)

  • 2 million companies admit to using Facebook to advertise their products and services.

(Source: Hootsuite, 2018)

  • Users devote 75% of their time to only several apps, mainly messaging apps and social media.

(Source: Statista, 2018)

  • In the first quarter of 2018, Facebook had 2,2 billion active users per month and 1,35 billion per day. 

(Source: Facebook, 2018)

  • Facebook is the most popular social media platform in Poland. In the category of social media applications, only Messenger has more users than Facebook. 

(Source: WirtualneMedia, 2018)


  • WhatsApp has 2 billion users from all over the world. That’s 400 million users more than last year.

(Source: WhatsApp, 2020)

Amongst the 5 most popular social media platforms, there are 3 messaging apps:

  • WhatsApp with *1,6 billion users,
  • Messenger with 1,3 billion users,
  • WeChat with 1,151 billion users.

*WhatsApp published its own statistics on the number of users.

There are also other less popular, yet important messengers:

  • QQ Mobile – 731M users,
  • Skype – 300M users,
  • Viber – 260M users,
  • Telegram – 200M users.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • Messenger is the most popular messaging app in Poland. It has over 13,8 million users (as of November 2019).

(Source: NapoleonCat, 2019)

  • By 2021, it’s estimated that there will be 2,48 billion messaging app users. 

(Source: Statista, 2019)

  • WhatsApp is the second most popular messaging app in Poland – it has 9 million users.

(Source: WirtualneMedia, 2019)


  • 80% of adults who use messaging apps write messages every day.


(Source: Facebook, 2018)

  • WhatsApp and Facebook Messenger grew twice as fast as Facebook. The number of users grew by 30%.
  • WhatsApp is the most popular app in 128 countries from all over the world.

(Source: Statista, 2018)

  • WhatsApp recorded an increased number of users – in December 2018, it had 7,7 million registered users in Poland; twice as much as in the previous year

(Source: Gemius, 2018)

  • Besides Facebook, the most popular applications in Poland were Messenger (10,42 million users in May 2018) and WhatsApp (4,49 million in May 2018).

(Source: Wirtualne Media, 2018)


  • An average Internet user spends 3 hours and 40 minutes online using smartphone applications. 50% of this time is devoted to sending messages

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • Each month, companies and users exchange 20 billion messages on Messenger.

(Source: Facebook, 2019)

  • 24% of marketing specialists planned to use messaging apps in their content strategy in the following year.

(Source: HubSpot, 2018)

  • By the end of 2018, 78% of the world’s smartphone owners will exchange  messages using apps.

(Source: eMarketer, 2017)

  • Users and companies exchanged 8 billion messages a month on Messenger in 2018.

(Source: Facebook, 2018)

Facebook’s research indicates that:

  • 58% of users feel more confident sending messages to a company than contacting it by phone,
  • 58% of users prefer to exchange messages with a company than to fill out a form on a separate website,
  • 53% of people prefer to buy products from companies that enable users to send direct messages,
  • 55% of users prefer to contact a company via messengers than emails.

(Source: Facebook, 2018)


  • There are 300 000 chatbots inside Messenger (Facebook gave the same number in the previous year).

(Source: Facebook, 2019)

  • It’s estimated that by 2025, the chatbot market will be worth over $1,25 billion.

(Source: Statista, 2018)

  • One of the most important reasons why companies use chatbots is their fast response time: only 11% of respondents expect an immediate response after filling out a form. For comparison, 39% expect an immediate response during 1-to-1 video chats and 42% during conversations with chatbots. 
  • Only 14% would prefer to fill out a form rather than use a chatbot to contact a company.
  • Customers expect a similar response time from chatbots as in a normal,   face-to-face conversations.

(Source: State of Conversational Marketing, Drift, 2019)

People are getting more and more impatient when they can’t receive answers to simple questions and when 24/7 service isn’t available. 

A comparison of consumer frustrations in 2018 and 2019:

  1. a) the inability to get answers to simple questions:
  • 31% of respondents in 2018
  • the number increased to 34% in 2019 
  1. b) unavailable 24/7 service:
  • 16% of respondents in 2018
  • the number increased to 18% in 2019

(Source: State of Conversational Marketing, Drift, 2019)

The number of young people who use chatbots is growing even faster when compared to the last year. 35% of respondents between the age of 18 and 24 used chatbots in 2019 (that’s more than in the previous year). In other age groups, chatbots were used by 27% of people aged 25-34 and 29% of people aged 25-44.

People list the following advantages of using chatbots:

  • 42% of respondents liked that they’re easy to use,
  • 40% of respondents indicated that chatbots offer 24/7 service (they’re more available than other communication channels, like emails, phones, video chats),
  • 30% said that chatbots quickly respond to simple questions.

(Source: State of Conversational Marketing, Drift, 2019)

People want to use chatbots to:

  • get answers to their questions – 32%
  • receive detailed answers or explanations of issues they want to discuss – 29%
  • solve a problem or make a complaint – 27%
  • get access to customer service – 27%
  • pay their bills – 23%
  • make a reservation (e.g. in a restaurant or hotel) – 22%
  • schedule an appointment – 19%
  • communicate with brands – 19%
  • join a mailing list or subscribe to a newsletter – 18%
  • make a purchase – 17%
  • draw inspiration, ideas – 10%

(Source: State of Conversational Marketing, Drift, 2019)

People are getting more and more confident in interacting with chatbots. Also, more and more people start to appreciate how easy and comfortable chatbots are. When asked “What would stop you from using a chatbot?”, respondents answered that:

  • they’d rather talk with a human – 43% in 2018 and only 38% in 2019,
  • they’re afraid they’ll make a mistake – 30% in 2018  and 24% in 2019,
  • they’d prefer to fill out a form – 26% in 2018 and only 14% in 2019.

(Source: State of Conversational Marketing, Drift, 2019)

According to 40% of respondents, sales companies take the lead when it comes to using chatbots for user engagement.

(Source: State of Conversational Marketing, Drift, 2019)

  • 53% of service businesses are planning to use chatbots within the following 18 months – the number increased by 136%, which shows how important these tools will be in the nearest future.
  • 64% of customer service consultants who use chatbots are able to spend most of their working time on solving complex problems. Only 50% of consultants without a chatbot can do this.

(Source: State of service, SalesForce 2019)

  • 58% of clients admit that new technologies, like chatbots and voice search, have changed their expectations towards companies.
  • 54% of clients say that companies should change the way they engage their customers.
  • 77% of clients are sure that chatbots will change their expectations towards companies within the following 5 years.

(Source: State of the Connected Customer, SalesForce 2019)

  • 45% of users from all over the world prefer when companies use chatbots as standard tools in customer service communication.

(Źródło: Statista, 2018)

  • By 2020, companies will use virtual assistants for 85% of all interactions with clients.

(Source: IBM, 2018)

  • 87% of marketing specialists predict that chatbots will play a major role in marketing within the next three years.

(Source: Google, 2018)

  • Consumers appreciate chatbots for their ease of use (24%) and short response time (21%).

(Source: The Chatbot Consumer Report, 2017)

  • Clients in the USA most often rely on chatbots when they want to contact customer service (51%) or research products they want to buy (48%).

(Source: The Chatbot Consumer Report, 2017)


  • Within the last year, the number of voice interface users increased by 9%,

    – 43% of the world’s Internet users between the age of 16 and 64 use voice search every month.

    – If this number included the global base of Internet users, we would have almost 2 billion active users a month.

    – Every month in Poland, 25% of Internet users use voice search. The number increased by 7% in comparison to last year.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • 71% of companies that have implemented a virtual assistant state that it helped them improve customer experience. 
  • 94% of users agree that voice search technology is easy to use.
  • However, 49% of users claim that the process of using voice search technologies isn’t intuitive. The problem arises with creating search queries.
  • Voice Assistants are most commonly used for banking activities (61%) or travel planning (52%).

(Source: Adobe 2019)

  • The popularity of voice assistants is rising in the USA. There were 112 million users in 2019.
  • On the basis of estimates, the popularity of voice assistants will grow – 122,7 million users in 2021. Assistants are frequently used by owners of smartphones and  intelligent speakers.
  • The American market is currently dominated by 3 platforms – Siri from Apple, Amazon Alexa and Google Assistant (only the last one is available in Poland in the local language version).
  • By the end of 2019, 97,9 million people will use voice assistants through their smartphones. By 2021, their number is expected to increase to 107,9 million.

(Source: eMarketer, 2019)

  • By 2023, the availability of virtual assistants on smartphones will increase to 90%.

(Source: Strategy Analytics, 2018)

  • By 2023, the number of voice assistants will be three times higher. If the predictions come true, we’ll have 8 billion voice assistants all over the world. That would give us a higher number than the current world population.

(Source: Juniper Research, 2018)

  • In three years, 40% of consumers will use voice assistants instead of mobile apps or standard websites.

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

  • Most of the world’s population knows what virtual assistants are. Only 10% of respondents claim they’ve never heard about these tools.

(Source: PwC, 2018)

  • Voice assistants are used by 46% of consumers in the USA. In India and China, it’s already 55%.

(Source: Voicebots Ahead, 2018)

  • 81% of people use voice search technology on their smartphones. 25% use it with  smart-speakers (e.g. Amazon Echo / Google Home).

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

  • People use voice assistants on smart speakers at home during such activities, as multitasking, cooking or watching TV.

(Source: PwC, 2018)

Here are some statistics about voicebot users:

  • 82% use voice assistants to find information – news, weather forecasts, cooking recipes, etc.,
  • 67% use voicebots to play music or stream movies, 
  • 36% gained access to customer service thanks to chatbots,
  • 35% of users bought products, like food or clothes with the help of voice assistants,
  • 56% of users are interested in using voice assistants to order food at a restaurant,
  • 44% of users are interested in using voicebots for banking transactions,
  • 4 out of 5 users admit that they’re satisfied with the purchase they’ve made with the help of voice assistants.

(Source: Capgemini, Conversional Commerce Report Digital, 2018)

  • By 2023, sales on the voice commerce market will grow to $80 billion a year.

(Source: Juniper Research, 2018)

Consumers accept ads played by a voice assistant when:

  • they can skip an ad when they don’t like it – 88%,
  • they get asked whether they want to hear an ad before it gets played – 82%,
  • the ads don’t interrupt certain activities, like listening to music – 81%,
  • they can choose an ad they want to hear – 80%,
  • ads are personalized with comments/questions, which the users have already said to the voice assistant – 73%,
  • ads refer to the users’ questions (e.g. about a restaurant or direct response advertisements) – 71%,
  • they can communicate with the ad, talk with it – 70%,
  • the ads are connected to the brands users follow and like on social media – 70%.

(Source: Consumer Intelligence Series: Prepare for the voice revolution, PwC, 2018)


  • 28,55 million Poles use mobile devices to surf the Internet – that’s 93% of the total number of Internet users in Poland,
  • 92% of them use smartphones for online activities,
  • 2 hours and 51 minutes – that’s the average time Poles spend online using mobile devices.

(Source: Digital in 2020 Global Overview, We Are Social, Hootsuite, 2020)

  • People use electronic devices during 6 out of 10 shopping visits.

(Source: Deloitte, 2019)

  • 48% of consumers use mobile devices to search for products they want to buy.

(Source: Google, 2018)

  • 89% of smartphone users use apps and only 11% visit standard websites.

(Source: Disruptive Advertising, 2018)

  • It’s estimated that by 2021, the world’s total number of mobile messenger users will increase by another 23%.

(Source: eMarketer, 2018)

  • People use mobile platforms for almost 80% of the time they spend on social media.

(Source: Lyfemarketing, 2018)