Social media marketing in the

Netherlands
Social media marketing in the Netherlands

Table of Contents
Market overview
07 Companies with a website to order, book or reserve in the Netherlands 2012-2017
08 Company websites with order or booking possibility the Netherlands 2017, by branch
09 Share of individuals who shop online in the Netherlands 2012-2017
10 Social media penetration in the Netherlands 2018, by social network
11 Penetration of alternative social media in the Netherlands 2018, by social network

Company usage
13 Active company usage of social media in the Netherlands 2016, by social network
14 Number of company social media posts in the Netherlands 2016, by social network
15 Leading social media linked to on company website in the Netherlands 2016
16 Company websites with social media buttons in the Netherlands 2017, by social network
17 Share of marketeers with customer knowledge in the Netherlands 2016, by source
18 Target audience of brands on Snapchat in the Netherlands 2016, by age group
19 Number of Snapchat followers of brands from the Netherlands 2016

Social media users

21 Instagram penetration rate in the Netherlands 2015-2018, by age group
22 Snapchat penetration rate in the Netherlands 2017-2018, by age group
23 Pinterest penetration rate in the Netherlands 2015-2018, by age group
24 Youtube penetration rate in the Netherlands 2017-2018, by age group
25 WhatsApp penetration rate in the Netherlands 2016-2018, by age group
26 Twitter penetration rate in the Netherlands 2017-2018, by age group
27 Facebook penetration rate in the Netherlands 2016-2018, by age group
28 LinkedIn penetration rate in the Netherlands 2017-2018, by age group

User behavior
30 Online social network activities in the Netherlands 2012-2017
31 Social media active daily user penetration Netherlands 2016-2018, by social network
32 Average daily internet & social media use in the Netherlands 2016, by device
33 Distribution of social media usage throughout the day the Netherlands 2017, by time
34 Daily social media usage in the Netherlands 2017, by frequency and age group
35 Preferred channels for service messages in the Netherlands 2017, by channel
36 Communication platform usage after waking up in the Netherlands 2017, by platform

Social media advertising

38 Comfort with data collection by social media networks in the Netherlands 2016
39 Social media display ad revenue change in the Netherlands 2015-2016
40 Leading B2B online ad platforms in the Netherlands 2017-2018
41 Leading online brands based on reach in the Netherlands 2017
42 Preferred channels to receive ads in the Netherlands 2016, by channel
43 Social media advertising revenue in the Netherlands 2016
44 Ranking of social media by influencer penetration in the Netherlands 2016
45 Online social advertising expenditure in the Netherlands 2013-2015

Social commerce
47 Willingness to make social media purchases in the Netherlands 2016, by age
48 Maximum purchase value via social media in the Netherlands 2016, by gender
49 Maximum social media purchase value in the Netherlands 2016, by age
50 Channel tracking of consumers in the Benelux region 2016
Social media marketing in the Netherlands

Market overview
 Market overview 7

Companies with a website to order, book or reserve in the Netherlands 2012-2017

Share of companies with a website to order, book or reserve in the
Netherlands from 2012 to 2017

data

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

2012 26%

2013 28%

2014 34%

2015 35%

2016 35%

2017 33%

Share of companies with a website

Note: Netherlands; 2012 to 2017; companies that have a website; companies with ten or more employees

Further information regarding this statistic can be found on page 52.

Source: Centraal Bureau voor de Statistiek ID 556842

 Market overview 8

Company websites with order or booking possibility the Netherlands 2017, by branch
Share of company websites with the possibility to order, book or reserve
in the Netherlands in 2017, by branch

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

Hospitality: accommodation 81%

Travel agencies and travel organisations 74%

Retail trade 63%

Insurances 61%

Hospitality: food and drinks 57%

Publishers, film, radio and TV 52%

Telecommunications 48%

Car dealers and repair 45%

Food and stimulants 45%

Wholesale trade 39%

Textile, clothing and leather industry 33%

Rental and trade of real estate 32%

Energy, water and waste management 29%

IT and information services 26%

Transport and storage 24%

Share of companies with a website

Note: Netherlands; 2017; companies that have a website; companies with ten or more employees

Further information regarding this statistic can be found on page 53.

Source: Centraal Bureau voor de Statistiek ID 556903

 Market overview 9

Share of individuals who shop online in the Netherlands 2012-2017

Share of individuals who shop online in the Netherlands from 2012 to
2017

data

90.0%

80.0% 76.3%
73.3%
69.7% 70%
70.0% 68%
64%

60.0%
Share of individuals

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
2012 2013 2014 2015 2016 2017

Note: Netherlands; 2012 to 2017; 12 to 74 years old; 4,500; households with at least one peson in the age group 12-74, living in the Netherlands; not
including people in institutions, facilities and shelters

Further information regarding this statistic can be found on page 54.

Source: Centraal Bureau voor de Statistiek ID 561034

 Market overview 10

Social media penetration in the Netherlands 2018, by social network

Number of individuals using the leading social media platforms in the
Netherlands in 2018, by social network (in million users)

Chart Title

Users Daily users

0 2 4 6 8 10 12 14

11.5
WhatsApp
8.3

10.8
Facebook
7.6

8
YouTube
2.2

4.4
LinkedIn
0.5

4.1
Instagram
2.1

3
Pinterest
0.59

2.8
Twitter
1.01

2.4
Snapchat
1.33

0.4
Tumblr
0.14

0.2
WeChat
0.11

0.2
Foursquare
0.07

Number of users in millions

Note: Netherlands; January 2018; 15 years and older; 6,783; sample is a representative reflection of the Dutch population of 15 years and older

Further information regarding this statistic can be found on page 55.

Source: Newcom ID 579626

 Market overview 11

Penetration of alternative social media in the Netherlands 2018, by social network

Number of individuals using other social media platforms in the
Netherlands in 2018, by social network (in 1,000 users)

Chart Title

Users Daily users

3500

3,000
3000
2,800

2500 2,400
Number of users in thousands

2000

1500 1,334

1,014
1000

587

500 400

137

0
Pinterest Twitter SnapChat Tumblr

Note: Netherlands; January 2018; 15 years and older; 6,783; sample is a representative reflection of the Dutch population of 15 years and older

Further information regarding this statistic can be found on page 56.

Source: Newcom ID 579697

Social media marketing in the Netherlands

Company usage
 Company usage 13

Active company usage of social media in the Netherlands 2016, by social network
Share of companies active on social media platforms in the Netherlands
in 2016, by social network

data

120.0%

100.0% 96%

88%
Share of responding companies

80.0%

63%

60.0%

45%

40.0%

29%
24%
22%
20.0%

6%

0.0%
Facebook Twitter YouTube Google+ Pinterest Instagram LinkedIn Snapchat
Social network

Note: Netherlands; March 19, 2016 to April 19, 2016; 50 Respondents; e-commerce companies

Further information regarding this statistic can be found on page 57.

Source: Mapp Digital (the Netherlands) ID 670924

 Company usage 14

Number of company social media posts in the Netherlands 2016, by social network
Weekly average number of posts on social media platforms by companies
in the Netherlands in 2016, by social network

data

6
6

5.1
5
4.5
Number of posts

2.1
2

0
Facebook Twitter Instagram Pinterest
Social network

Note: Netherlands; March 19, 2016 to April 19, 2016; 50 Respondents; e-commerce companies were analyzed

Further information regarding this statistic can be found on page 58.

Source: Mapp Digital (the Netherlands) ID 670932

 Company usage 15

Leading social media linked to on company website in the Netherlands 2016

Share of companies linking to their social media channels on their
website in the Netherlands in 2016, by social network

data

90.0%
85%
83%

80.0%

70.0%
63%
Share of responding companies

60.0%

50.0%
44%

40.0%

30.0%
25% 25%
21%
20.0%

10.0%

0%
0.0%
Facebook Twitter YouTube Google+ Instagram Other Linkedin Snapchat
Social network

Note: Netherlands; March 19, 2016 to April 19, 2016; 50 Respondents; companies which link to social media

Further information regarding this statistic can be found on page 59.

Source: Mapp Digital (the Netherlands) ID 670940

 Company usage 16

Company websites with social media buttons in the Netherlands 2017, by social network
Share of company websites with social media buttons in the Netherlands
in 2017, by social network

data

40.0%

36.2%

35.0%

30.0%

24.7%
Share of company websites

25.0%

20.0%
17.2%

15.0%

10.0%

5.5%
5.0%

0.0%
Facebook Twitter LinkedIn Instagram
Social media button

Note: Netherlands; 2017; 419,839; URLs

Further information regarding this statistic can be found on page 60.

Source: Telefoonboek.nl; Places.nl ID 684055

 Company usage 17

Share of marketeers with customer knowledge in the Netherlands 2016, by source

Which sources do you use to gain customer knowledge?

data

80.0%

69%
70.0%
64.4%

60.0%

50.0%
Share of respondents

44.8%

40.0% 37.9%

30.0% 27.6%

20.0%

10.0% 8%
4.6%
3.4%

0.0%
From market Customer contacts From receipts By analysing online We ask the We have an Social media Other
research behavior customer to actively (online) customer
give us feedback forum to get
insights

Note: Netherlands; April 15, 2016 to April 25, 2016; 235 Respondents; respondents were selected from the marketing database of the source, which notes:
"this included individuals who indicated they work in retail (marketing) and/or are interested in retail and e-commerce"

Further information regarding this statistic can be found on page 61.

Source: Adformatie (marketing database) ID 661286

 Company usage 18

Target audience of brands on Snapchat in the Netherlands 2016, by age group

What age does your Snapchat target audience have?*

data

90.0%
84%

80.0%
74%

70.0%

60.0% 58%

53%
Share of brands

50.0%

40.0%

30.0%

21%
20.0%

10.0%

0.0%
13-16 years old 17-20 years old 21-24 year olds 25-29 years old 30 years and older

Note: Netherlands; 2016; 19 Respondents; of 83 surveyed brands, 19 brands were active on Snapchat; data was collected before advertising was
announced on the platform; the source does not specify the date of the survey

Further information regarding this statistic can be found on page 62.

Source: Social Embassy ID 643699

 Company usage 19

Number of Snapchat followers of brands from the Netherlands 2016

How many followers does your Snapchat account have?*

data

30.0%

26%

25.0%

20.0%
Share of brands

16% 16% 16%

15.0%

11% 11%

10.0%

5%
5.0%

0.0%
0-50 50-100 100-200 200-500 500-1,000 1,000-2,000 More than 2,000

Note: Netherlands; 2016; 19 Respondents; of 83 surveyed brands, 19 brands were active on Snapchat; data was collected before advertising was
announced on the platform; the source does not specify the date of the survey

Further information regarding this statistic can be found on page 63.

Source: Social Embassy ID 643680

Social media marketing in the Netherlands

Social media users

 Social media users 21

Instagram penetration rate in the Netherlands 2015-2018, by age group

Share of respondents using Instagram in the Netherlands from 2015 to
2018, by age group

Chart Title

2015 2016 2017 2018

100.0%

90.0%

80.0%
73%

70.0% 66%
Share of Instagram users

58%
60.0%

50%
50.0% 46%

40.0% 36%

30.0%
24% 24%
22%

20.0% 17%

11%
8% 9%
10.0% 7% 6%
2% 3% 3%
0% 1%
0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2015 to 2018; 15 years and older; N 2016=10,484; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population
of 15 years and older

Further information regarding this statistic can be found on page 64.

Source: Newcom ID 579743

 Social media users 22

Snapchat penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Snapchat in the Netherlands from 2016 to
2018, by age group

Chart Title

2016 2017 2018

100.0%

90.0%

80.0%
72%

70.0% 67%
Share of respondents

60.0% 56%

50.0%

40.0%
32%

30.0%
25%

20.0%

11%
10.0% 7%
4%
1% 0% 1% 1% 1% 0% 1%
0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2016 to 2018; 15 years and older; N 2016=10,484; N 2017=8,194; N 2018=6,783; sample is a representative reflection of the Dutch
population of 15 years and older

Further information regarding this statistic can be found on page 65.

Source: Newcom ID 579770

 Social media users 23

Pinterest penetration rate in the Netherlands 2015-2018, by age group

Share of respondents using Pinterest in the Netherlands from 2015 to
2018, by age group

Chart Title

2015 2016 2017 2018

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

30%
30.0%
25%
22% 21% 21%
18% 19% 19%
20.0% 17% 16% 15%
11% 11% 12%
9% 8%
10.0%
4% 3% 3% 4%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2016 to 2018; 15 years and older; N 2016=10,484; N 2017=8,194; N 2018=6,783; sample is a representative reflection of the Dutch
population of 15 years and older

Further information regarding this statistic can be found on page 66.

Source: Newcom ID 579754

 Social media users 24

Youtube penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Youtube in the Netherlands in 2017 and 2018,
by age group

Chart Title

2017 2018

100.0%

90.0% 86% 86%

80.0%
74%
72%

70.0%
Share of respondents

60.0%
54%
51%
50.0%

38% 38%
40.0%

30.0% 26%
21%
20.0%

10.0%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2017 and 2018; 15 years and older; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population of 15 years
and older

Further information regarding this statistic can be found on page 67.

Source: Newcom ID 828838

 Social media users 25

WhatsApp penetration rate in the Netherlands 2016-2018, by age group

Share of respondents using WhatsApp in the Netherlands from 2016 to
2018, by age group

Chart Title

2016 2017 2018

100.0% 96% 96% 97%

93% 93%
90%
90.0% 86%
85%

78%
80.0%

70.0% 67%

61%
Share of respondents

60.0%
53%

50.0%

38%
40.0% 36%

30.0%

20.0% 17%

10.0%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2016 to 2018; 15 years and older; N 2016=10,484; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population
of 15 years and older

Further information regarding this statistic can be found on page 68.

Source: Newcom ID 828831

 Social media users 26

Twitter penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Twitter in the Netherlands in 2017 and 2018,
by age group

Chart Title

2017 2018

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

30.0% 26%
25%
23% 23%
21%
19%
20.0%

10% 9% 9%
8%
10.0%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2017 and 2018; 15 years and older; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population of 15 years
and older

Further information regarding this statistic can be found on page 69.

Source: Newcom ID 828876

 Social media users 27

Facebook penetration rate in the Netherlands 2016-2018, by age group

Share of respondents using Facebook in the Netherlands from 2016 to
2018, by age group

Chart Title

2016 2017 2018

100.0%

88% 89% 89%

90.0% 86%

80%
80.0% 77% 77%
72% 72%
68% 69%
70.0%

61%
59% 58%
Share of respondents

60.0%

50.0% 46%

40.0%

30.0%

20.0%

10.0%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2016 to 2018; 15 years and older; N 2016=10,484; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population
of 15 years and older

Further information regarding this statistic can be found on page 70.

Source: Newcom ID 828836

 Social media users 28

LinkedIn penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using LinkedIn in the Netherlands in 2017 and 2018,
by age group

Chart Title

2017 2018

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0% 47%
45%

40.0% 36%
35%

30.0%

20.0%
15% 14%
13% 12%

10.0% 7% 7%

0.0%
15-19 years 20-39 years 40-64 years 65-79 years 80 years and older

Note: Netherlands; 2017 and 2018; 15 years and older; N 2017=8,194; N 2018=6,783; sample is representative reflection of Dutch population of 15 years
and older

Further information regarding this statistic can be found on page 71.

Source: Newcom ID 828840

Social media marketing in the Netherlands

User behavior
 User behavior 30

Online social network activities in the Netherlands 2012-2017

Which online social network activities have you engaged in over the past
3 months?*

Chart Title

Total Sharing text messages Social network Professional network

90.0%
83.9%

79% 79.9%
80.0%
75.1% 74.7%
71.6%
70.0% 68%

62.8% 63.4%
62.1%

60.0% 57.4% 58%

55.1% 55.8%
52.5%
Share of individuals

50.0% 48%

40.0%
33.5%
30.2% 29.6%
30.0% 26.5%
24.4% 25.5%
21.9%
18.8%
20.0%

10.0%

0.0%
2012 2013 2014 2015 2016 2017

Note: Netherlands; 2012 to 2017; 12 years and older; 4,500; individuals who are part of a private household

Further information regarding this statistic can be found on page 72.

Source: Centraal Bureau voor de Statistiek ID 575469

 User behavior 31

Social media active daily user penetration Netherlands 2016-2018, by social network
Number of daily active users of the leading social media platforms in the
Netherlands from 2016 to 2018, by social network (in million users)

Chart Title

2016 2017 2018

9
8.3

8 7.8
7.5 7.6

7
7 6.8

6
Number of users in millions

3
2.2 2.1
2 1.7
1.5
1.3 1.3
0.99 0.96 0.9 0.87 1.01
1 0.59
0.54 0.5
0.33 0.38 0.3 0.4

0
Whatsapp Facebook YouTube Instagram Snapchat Twitter Pinterest LinkedIn

Note: Netherlands; 2016 to 2018; 15 years and older; N 2016=10,484; N 2017=8,149; N 2018=6,783; sample is a representative reflection of the Dutch
population of 15 years and older

Further information regarding this statistic can be found on page 73.

Source: Newcom ID 639790

 User behavior 32

Average daily internet & social media use in the Netherlands 2016, by device
Average daily internet and social media use in the Netherlands in the 3rd
and 4th quarter of 2016, by device (in minutes)

data

0 50 100 150 200 250 300

Average daily use of the internet via a PC or tablet 271

Average daily use of the internet via a mobile phone 83

Average daily use of social media via any device 80

Average daily use in minutes

Note: Netherlands; 3rd and 4th quarter of 2016; 16-64 years; Dutch internet users.

Further information regarding this statistic can be found on page 74.

Source: We Are Social; Hootsuite ID 719917

 User behavior 33

Distribution of social media usage throughout the day the Netherlands 2017, by time
At which time of the day are you actively using social media?*

data

60.0%

54%
52%

50.0%

40.0%
Share of respondents

33% 33% 33%

32%

30.0%
26%

21%
20.0%

12%

10.0%

2% 2%
1%
0.0%
07.00 - 09.0009.00 - 11.0011.00 - 13.0013.00 - 15.0015.00 - 17.0017.00 - 19.0019.00 - 21.0021.00 - 23.0023.00 - 01.0001.00 - 03.0003.00 - 05.0005.00 - 07.00
Time of day

Note: Netherlands; 2017; 2,029

Further information regarding this statistic can be found on page 75.

Source: Spotler ID 632711

 User behavior 34

Daily social media usage in the Netherlands 2017, by frequency and age group
How many times a day do you actively use social media?

Chart Title

14 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

50.0%

44%
45.0%

40.0% 38%
36%
35.0%
31%
Share of respondents

30.0% 28% 28%

24%
25.0% 23% 23%
22%
20% 20%
19% 19% 19%
20.0% 18%
16% 16%
15% 15% 15%
14%
15.0% 13% 13% 13%
12% 12% 12%
11% 11% 11%
10%
9%
10.0% 8%
7% 7%
6% 6%6%
5%5% 5%
5.0% 3% 3% 3%
2% 2%2%2%

0.0%
Not daily One to three times Four to six times Seven to nine times Ten to 14 times 15 - 19 times 20 times or more
Age group

Note: Netherlands; 2017; 1,953

Further information regarding this statistic can be found on page 76.

Source: Spotler ID 632736

 User behavior 35

Preferred channels for service messages in the Netherlands 2017, by channel

Through which digital communication channel do you prefer to receive
service messages?*

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

E-mail 82%

SMS 7%

Whatsapp 6%

Facebook 2%

Twitter 0%

Google+ 0%

Snapchat 0%

Linkedin 0%

Other 2%

Share of respondents

Note: Netherlands; 2017; 2,029

Further information regarding this statistic can be found on page 77.

Source: Spotler ID 639957

 User behavior 36

Communication platform usage after waking up in the Netherlands 2017, by platform

Which digital communication platform is the first you use after waking
up?

data

50.0%

45.0% 43%

40.0%

35.0%
31%
Share of respondents

30.0%

25.0%

20.0%

15%
15.0%

10.0%

5.0% 3% 3%
2%
1% 1% 1%
0% 0% 0%
0.0%
WhatsApp E-mail Facebook Snapchat Instagram SMS Google+ Twitter Facebook LinkedIn Telegram Other
Messenger

Note: Netherlands; 2017; 2,029

Further information regarding this statistic can be found on page 78.

Source: Spotler ID 632685

Social media marketing in the Netherlands

Social media advertising

 Social media advertising 38

Comfort with data collection by social media networks in the Netherlands 2016
Distribution of comfort levels with use of personal data by social media in
order to provide personalized online ads or content in the Netherlands as
of April 2016*
data

35.0%

32%

30.0%

27%

25.0%
23%
Share of respondents

20.0%

15.0%

10.0%
8%

5.0% 4%
3% 3%

0.0%
Very comfortable Fairly comfortable Fairly uncomfortable Very uncomfortable Do not use the Do not use search Do not know
Internet engines

Note: Netherlands; April 9, 2016 to April 18, 2016; 15 years and older; 1,041

Further information regarding this statistic can be found on page 79.

Source: European Commission ID 626544

 Social media advertising 39

Social media display ad revenue change in the Netherlands 2015-2016

Percentage change on previous year of display advertising revenue on
social media in the Netherlands from the 1st half of 2015 to the 2nd half of
2016
data

60.0%

54%

50.0%
47%

42% 42%
Year on year percentage change

40.0%

30.0%

20.0%

10.0%

0.0%
H1 2015 H2 2015 H1 2016 H2 2016

Note: Netherlands; 1st half of 2015 to 2nd half 2016; 35 participating companies

Further information regarding this statistic can be found on page 80.

Source: Deloitte (Annual reports, Media Buyers, Survey respondents, Deloitte analysis); IAB (UK/US) ID 632561
 Social media advertising 40

Leading B2B online ad platforms in the Netherlands 2017-2018

Share of B2B marketers advertising online in the Netherlands in 2017 and
2018, by online platform*

Chart Title

2017 2018

70.0%

59%
60.0%

51%
50.0%
46%

41%
Share of respondents

40.0%

30.0% 27%
26%

20.0%

10% 10%
10.0%

2% 2%

0.0%
Google AdWords LinkedIn ads Facebook ads Display Advertising via DMPs Twitter ads

Note: Netherlands; 2017; 200 Respondents; B2B marketers in the Netherlands; the source does not specify the date of the survey nor does it specify the
type of survey

Further information regarding this statistic can be found on page 81.

Source: Online Succes ID 645080

 Social media advertising 41

Leading online brands based on reach in the Netherlands 2017

Monthly reach of selected online social media, video, music and e-
commerce brands in the Netherlands in 2017

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

Facebook 84%

YouTube 83%

Google Maps 75%

WhatsApp 69%

Messenger 59%

Marktplaats.nl 55%

Instagram 38%

LinkedIn 37%

Twitter 34%

Pinterest 32%

Spotify 32%

Netflix 29%

Monthly reach

Note: Netherlands; December 2017; 13 years and older

Further information regarding this statistic can be found on page 82.

Source: GfK (DAM) ID 666252

 Social media advertising 42

Preferred channels to receive ads in the Netherlands 2016, by channel

Through which channel do you prefer to receive advertisements from
companies?*

data

70.0%
66%

60.0%

50.0%
Share of respondents

40.0%

30.0%

20.0% 18%

10.0%
6% 6%

2%
1%
0% 0% 0% 0% 0% 0%
0.0%
E-mail Mail (post) Other Facebook Whatsapp Google+ Telephone SMS Instagram Twitter Snapchat Linkedin

Note: Netherlands; 2016; 2,148

Further information regarding this statistic can be found on page 83.

Source: Blinker ID 639926

 Social media advertising 43

Social media advertising revenue in the Netherlands 2016

Value of display advertising revenue on social media in the Netherlands
from the first half of 2015 to the second half of 2016 (in million euros)

data

140

120 115

100

88
Revenue in million euros

81
80

62
60

40

20

0
1st half of 2015 2nd half of 2015 1st half of 2016 2nd half of 2016

Note: Netherlands; 1st half 2015 to 2nd half 2016; 35 participating companies

Further information regarding this statistic can be found on page 84.

Source: Deloitte (Annual reports; Media buyers; Survey respondents; Deloitte analysis); IAB (UK/US) ID 632545
 Social media advertising 44

Ranking of social media by influencer penetration in the Netherlands 2016

Share of online influencers' daily active use of social media platforms in
the Netherlands 2016, by social media platform

data

100.0% 96%
91%
90.0%

80.0% 76%

70.0%
Share of online influencers

60.0%

50.0%

40.0% 36%

30.0%
22% 21%
20.0%
15%
10%
10.0%

0.0%
Instagram Facebook Twitter Pinterest Snapchat Google+ LinkedIn Youtube
Daily active usage of social media platforms

Note: Netherlands; 2016; 130 Respondents; online influencers

Further information regarding this statistic can be found on page 85.

Source: Cherry LAB ID 661208

 Social media advertising 45

Online social advertising expenditure in the Netherlands 2013-2015

Biannual online social advertising expenditure in the Netherlands from
the first half of 2013 to the first half of 2015 (in million euros)

data

70

60 58

53

50

42
Revenue in million euros

40 37

30
26

20

10

0
H1 2013 H2 2013 H1 2014 H2 2014 H1 2015

Note: Netherlands; first half of 2013 to the first half of 2015

Further information regarding this statistic can be found on page 86.

Source: Magnaglobal ID 685470

Social media marketing in the Netherlands

Social commerce
 Social commerce 47

Willingness to make social media purchases in the Netherlands 2016, by age

Share of respondents willing to purchase something through social
media in the Netherlands in 2016, by age group

data

60.0%

54%

50.0%

40.0% 38%
35%
Share of respondents

33% 33%

30.0%
25%

20.0%

10.0%

0.0%
16-24 25-34 35-44 45-54 55-64 65+
Age group

Note: Netherlands; February 2016; 1,004; sample is a representative reflection of the Dutch adult population; research according to the guidelines of the
Market Research Society

Further information regarding this statistic can be found on page 87.

Source: Censuswide ID 684084

 Social commerce 48

Maximum purchase value via social media in the Netherlands 2016, by gender
Maximum amount willing to spend on a purchase through social media in
the Netherlands in 2016, by gender

data

90

79.99€
80

70
63.86€

60
Maximum amount in €

50
43.95€

40

30

20

10

0
Men Women Total
Gender

Note: Netherlands; February 2016; 1,004; sample is a representative reflection of the Dutch adult population; research according to the guidelines of the
Market Research Society

Further information regarding this statistic can be found on page 88.

Source: Censuswide ID 684089

 Social commerce 49

Maximum social media purchase value in the Netherlands 2016, by age

Maximum amount willing to spend on a purchase through social media in
the Netherlands in 2016, by age

data

90

80 78€

73€

70

60€ 61€
60
55€
Maximum amount in €

50
44€

40

30

20

10

0
16-24 25-34 35-44 45-54 55-64 65+
Age

Note: Netherlands; February 2016; 1,004; sample is a representative reflection of the Dutch adult population; research according to the guidelines of the
Market Research Society

Further information regarding this statistic can be found on page 89.

Source: Censuswide ID 684100

 Social commerce 50

Channel tracking of consumers in the Benelux region 2016

Do you track the channels consumers use to get to your webshop or e-
commerce platform?

data

60.0%

50.0% 48%

40.0%
Share of respondents

33%

30.0%

20.0%

10%
9%
10.0%

0.0%
Yes No We do not have the right analytics tool We plan on implementing tracking in
that allow us to the near future

Note: Belgium; Luxembourg; Netherlands; 2016; 200 Respondents; respondents range from marketing managers, to e-commerce marketers and C-level
suite; the source does not specify the date of the survey nor does it specify the type of survey

Further information regarding this statistic can be found on page 90.

Source: Sitecore ID 650803

Social media marketing in the Netherlands

References
 References 52

Companies with a website to order, book or reserve in the Netherlands 2012-2017

Share of companies with a website to order, book or reserve in the
Netherlands from 2012 to 2017

Source and methodology information Notes:

The figures have been taken from several publications.
Source Centraal Bureau voor de Statistiek

Conducted by Centraal Bureau voor de Statistiek

Survey period 2012 to 2017

Region Netherlands

Number of respondents n.a.

Age group n.a.

Special characteristics companies that have a website; companies with ten or

more employees

Published by Centraal Bureau voor de Statistiek

Publication date December 2017

Original source opendata.cbs.nl

Website URL visit the website

 References 53

Company websites with order or booking possibility the Netherlands 2017, by branch
Share of company websites with the possibility to order, book or reserve
in the Netherlands in 2017, by branch

Source and methodology information Notes:

n.a.
Source Centraal Bureau voor de Statistiek

Conducted by Centraal Bureau voor de Statistiek

Survey period 2017

Region Netherlands

Number of respondents n.a.

Age group n.a.

Special characteristics companies that have a website; companies with ten or

more employees

Published by Centraal Bureau voor de Statistiek

Publication date December 2017

Original source opendata.cbs.nl

Website URL visit the website

 References 54

Share of individuals who shop online in the Netherlands 2012-2017

Share of individuals who shop online in the Netherlands from 2012 to
2017

Source and methodology information Notes:

Survey question according to the source: "Did you ever buy goods for private
use via the internet?" The source explains: "Online purchases are only
Source Centraal Bureau voor de Statistiek purchases that have been purchased via an internet browser or an app.
Goods that were bought via SMS, MMS or e-mail are not included"

Conducted by Centraal Bureau voor de Statistiek

Survey period 2012 to 2017

Region Netherlands

Number of respondents 4,500

Age group 12 to 74 years old

Special characteristics households with at least one peson in the age group
12-74, living in the Netherlands; not including people in
institutions, facilities and shelters

Published by Centraal Bureau voor de Statistiek

Publication date November 2017

Original source statline.cbs.nl

Website URL visit the website

 References 55

Social media penetration in the Netherlands 2018, by social network

Number of individuals using the leading social media platforms in the
Netherlands in 2018, by social network (in million users)

Source and methodology information Notes:

The source notes that the absolute numbers are a projection of the results
based on data of CBS and Eurostat: "number of Dutch individuals:
Source Newcom 17,081,507; Target audience Dutch individuals 15+: 14,299,739; Internet
penetration 0.97; Population: 13,870,408".

Conducted by Newcom; Panel Inzicht

Survey period January 2018

Region Netherlands

Number of respondents 6,783

Age group 15 years and older

Special characteristics sample is a representative reflection of the Dutch

population of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Social media onderzoek 2018, page 6

Website URL visit the website

 References 56

Penetration of alternative social media in the Netherlands 2018, by social network

Number of individuals using other social media platforms in the
Netherlands in 2018, by social network (in 1,000 users)

Source and methodology information Notes:

The source notes that the absolute numbers are a projection of the results
based on data of CBS and Eurostat: "number of Dutch individuals:
Source Newcom 17,081,507; Target audience Dutch individuals 15+: 14,299,739; Internet
penetration 0.97; Population: 13,870,408".

Conducted by Newcom; Panel Inzicht

Survey period January 2018

Region Netherlands

Number of respondents 6,783

Age group 15 years and older

Special characteristics sample is a representative reflection of the Dutch

population of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 7

Website URL visit the website

 References 57

Active company usage of social media in the Netherlands 2016, by social network
Share of companies active on social media platforms in the Netherlands
in 2016, by social network

Source and methodology information Notes:

The source describes the figures as follows: "How many of the companies are
active on one of these social media channels?"
Source Mapp Digital (the Netherlands)

Conducted by Mapp Digital

Survey period March 19, 2016 to April 19, 2016

Region Netherlands

Number of respondents 50

Age group n.a.

Special characteristics e-commerce companies

Published by Mapp Digital

Publication date November 2016

Original source De staat van Digital Customer Engagement in

Nederland in 2016: onderzoeksrapport, page 14

Website URL visit the website

 References 58

Number of company social media posts in the Netherlands 2016, by social network
Weekly average number of posts on social media platforms by companies
in the Netherlands in 2016, by social network

Source and methodology information Notes:

n.a.
Source Mapp Digital (the Netherlands)

Conducted by Mapp Digital

Survey period March 19, 2016 to April 19, 2016

Region Netherlands

Number of respondents 50

Age group n.a.

Special characteristics e-commerce companies were analyzed

Published by Mapp Digital

Publication date November 2016

Original source De staat van Digital Customer Engagement in

Nederland in 2016: onderzoeksrapport, page 15

Website URL visit the website

 References 59

Leading social media linked to on company website in the Netherlands 2016

Share of companies linking to their social media channels on their
website in the Netherlands in 2016, by social network

Source and methodology information Notes:

n.a.
Source Mapp Digital (the Netherlands)

Conducted by Mapp Digital

Survey period March 19, 2016 to April 19, 2016

Region Netherlands

Number of respondents 50

Age group n.a.

Special characteristics companies which link to social media

Published by Mapp Digital

Publication date November 2016

Original source De staat van Digital Customer Engagement in

Nederland in 2016: onderzoeksrapport, page 18

Website URL visit the website

 References 60

Company websites with social media buttons in the Netherlands 2017, by social network
Share of company websites with social media buttons in the Netherlands
in 2017, by social network

Source and methodology information Notes:

n.a.
Source Telefoonboek.nl; Places.nl

Conducted by Telefoonboek.nl; Places.nl

Survey period 2017

Region Netherlands

Number of respondents 419,839

Age group n.a.

Special characteristics URLs

Published by Nieuws.Social

Publication date February 2017

Original source nieuws.social

Website URL visit the website

 References 61

Share of marketeers with customer knowledge in the Netherlands 2016, by source

Which sources do you use to gain customer knowledge?

Source and methodology information Notes:

The source defines contextual marketing as follows: "Marketing where the
message tuned optimally to the context of the recipient. The context can be,
Source Adformatie (marketing database) for example: the current location, a latent need, a previous purchase or
personal preferences. In short, these are the signals and data which are of
importance to optimize the content of the marketing message at any time
Conducted by The Valley during the customer journey." The source does not provide information on the
original wording used during the survey. Thus, the wording chosen for this
statistic may differ slightly from the one in the survey.
Survey period April 15, 2016 to April 25, 2016

Region Netherlands

Number of respondents 235

Age group n.a.

Special characteristics respondents were selected from the marketing

database of the source, which notes: "this included
individuals who indicated they work in retail
(marketing) and/or are interested in retail and e-
commerce"

Published by Adformatie

Publication date May 2016

Original source Context is king, page 9

Website URL visit the website

 References 62

Target audience of brands on Snapchat in the Netherlands 2016, by age group

What age does your Snapchat target audience have?*

Source and methodology information Notes:

* The question was phrased by the source as follows: "What is the target
audience of your content?". Originally, the question was phrased in Dutch as
Source Social Embassy follows: "Q6: Op welke doelgroep is jullie content gericht?"

Conducted by Social Embassy

Survey period 2016

Region Netherlands

Number of respondents 19

Age group n.a.

Special characteristics of 83 surveyed brands, 19 brands were active on

Snapchat; data was collected before advertising was
announced on the platform; the source does not
specify the date of the survey

Published by Social Embassy; Marketingfacts.nl

Publication date July 2016

Original source socialembassy.nl

Website URL visit the website

 References 63

Number of Snapchat followers of brands from the Netherlands 2016

How many followers does your Snapchat account have?*

Source and methodology information Notes:

* The question was phrased by the source as follows (in Dutch): "Q3: Hoeveel
volgers heeft jullie account?"
Source Social Embassy

Conducted by Social Embassy

Survey period 2016

Region Netherlands

Number of respondents 19

Age group n.a.

Special characteristics of 83 surveyed brands, 19 brands were active on

Snapchat; data was collected before advertising was
announced on the platform; the source does not
specify the date of the survey

Published by Social Embassy; Marketingfacts.nl

Publication date July 2016

Original source socialembassy.nl

Website URL visit the website

 References 64

Instagram penetration rate in the Netherlands 2015-2018, by age group

Share of respondents using Instagram in the Netherlands from 2015 to
2018, by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2015 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 65

Snapchat penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Snapchat in the Netherlands from 2016 to
2018, by age group

Source and methodology information Notes:

The figures have been taken from several publications
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2016 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is a representative reflection of the Dutch

population of 15 years and older

Published by Newcom

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 66

Pinterest penetration rate in the Netherlands 2015-2018, by age group

Share of respondents using Pinterest in the Netherlands from 2015 to
2018, by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2016 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is a representative reflection of the Dutch

population of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 67

Youtube penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Youtube in the Netherlands in 2017 and 2018,
by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2017 and 2018

Region Netherlands

Number of respondents N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 68

WhatsApp penetration rate in the Netherlands 2016-2018, by age group

Share of respondents using WhatsApp in the Netherlands from 2016 to
2018, by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2016 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 69

Twitter penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using Twitter in the Netherlands in 2017 and 2018,
by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2017 and 2018

Region Netherlands

Number of respondents N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 70

Facebook penetration rate in the Netherlands 2016-2018, by age group

Share of respondents using Facebook in the Netherlands from 2016 to
2018, by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2016 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 71

LinkedIn penetration rate in the Netherlands 2017-2018, by age group

Share of respondents using LinkedIn in the Netherlands in 2017 and 2018,
by age group

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2017 and 2018

Region Netherlands

Number of respondents N 2017=8,194; N 2018=6,783

Age group 15 years and older

Special characteristics sample is representative reflection of Dutch population

of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 20

Website URL visit the website

 References 72

Online social network activities in the Netherlands 2012-2017

Which online social network activities have you engaged in over the past
3 months?*

Source and methodology information Notes:

* Original survey question: "Did you use internet in the past 3 months for one
of the following activities: To send or receive e-mails; To make phone calls via
Source Centraal Bureau voor de Statistiek the internet; To chat; To read or keep up with blogs; To Exchange text
messages; To participate in a social network like Facebook or Twitter; To
participate in a professional network like LinkedIn."
Conducted by Centraal Bureau voor de Statistiek

Survey period 2012 to 2017

Region Netherlands

Number of respondents 4,500

Age group 12 years and older

Special characteristics individuals who are part of a private household

Published by Centraal Bureau voor de Statistiek

Publication date March 2018

Original source opendata.cbs.nl

Website URL visit the website

 References 73

Social media active daily user penetration Netherlands 2016-2018, by social network
Number of daily active users of the leading social media platforms in the
Netherlands from 2016 to 2018, by social network (in million users)

Source and methodology information Notes:

The figures have been taken from several publications.
Source Newcom

Conducted by Newcom; Panel Inzicht

Survey period 2016 to 2018

Region Netherlands

Number of respondents N 2016=10,484; N 2017=8,149; N 2018=6,783

Age group 15 years and older

Special characteristics sample is a representative reflection of the Dutch

population of 15 years and older

Published by Opsteker Media

Publication date January 2018

Original source Nationale Social Media Onderzoek 2018, page 11

Website URL visit the website

 References 74

Average daily internet & social media use in the Netherlands 2016, by device
Average daily internet and social media use in the Netherlands in the 3rd
and 4th quarter of 2016, by device (in minutes)

Source and methodology information Notes:

* Source provides the following information: Figures represent respondents'
self-reported activity. Primary source: GlobalWebIndex, Q3 and Q4 2016.
Source We Are Social; Hootsuite Averages also factor non-users.

Conducted by GlobalWebIndex

Survey period 3rd and 4th quarter of 2016

Region Netherlands

Number of respondents n.a.

Age group 16-64 years

Special characteristics Dutch internet users.

Published by We Are Social; Hootsuite

Publication date January 2017

Original source Digital in 2017: Western Europe, page 122

Website URL visit the website

 References 75

Distribution of social media usage throughout the day the Netherlands 2017, by time
At which time of the day are you actively using social media?*

Source and methodology information Notes:

* This question was phrased by the source as follows: "Op welke drie
momenten ben je actief of social media?" (in English: "on which three
Source Spotler moments are you active on social media?" Multiple answers were possible.

Conducted by CG Selecties

Survey period 2017

Region Netherlands

Number of respondents 2,029

Age group n.a.

Special characteristics n.a.

Published by Spotler

Publication date October 2017

Original source Nationaal e-mail onderzoek 2017, page 33

Website URL visit the website

 References 76

Daily social media usage in the Netherlands 2017, by frequency and age group
How many times a day do you actively use social media?

Source and methodology information Notes:

Figures have been rounded.
Source Spotler

Conducted by CG Selecties

Survey period 2017

Region Netherlands

Number of respondents 1,953

Age group n.a.

Special characteristics n.a.

Published by Spotler

Publication date October 2017

Original source Nationaal e-mail onderzoek 2017, page 35

Website URL visit the website

 References 77

Preferred channels for service messages in the Netherlands 2017, by channel

Through which digital communication channel do you prefer to receive
service messages?*

Source and methodology information Notes:

* This question originally phrased by the source in Dutch as follows: "Via welk
digitaal communicatiemiddel ontvangt u het liefst serviceberichten?"
Source Spotler

Conducted by CG Selecties

Survey period 2017

Region Netherlands

Number of respondents 2,029

Age group n.a.

Special characteristics n.a.

Published by Spotler

Publication date October 2017

Original source Nationaal e-mail onderzoek 2017, page 45

Website URL visit the website

 References 78

Communication platform usage after waking up in the Netherlands 2017, by platform

Which digital communication platform is the first you use after waking
up?

Source and methodology information Notes:

Figures have been rounded.
Source Spotler

Conducted by CG Selecties

Survey period 2017

Region Netherlands

Number of respondents 2,029

Age group n.a.

Special characteristics n.a.

Published by Spotler

Publication date October 2017

Original source Nationaal e-mail onderzoek 2017, page 31

Website URL visit the website

 References 79

Comfort with data collection by social media networks in the Netherlands 2016
Distribution of comfort levels with use of personal data by social media in
order to provide personalized online ads or content in the Netherlands as
of April 2016*
Source and methodology information Notes:
* The original survey question was phrased as follows: "QD5.2 To what extent
are you comfortable or not with the fact that online social networks use
Source European Commission information about your online activity and personal data to tailor
advertisements or content to what interests you?".

Conducted by TNS Opinion

Survey period April 9, 2016 to April 18, 2016

Region Netherlands

Number of respondents 1,041

Age group 15 years and older

Special characteristics n.a.

Published by European Commission

Publication date June 2016

Original source Special Eurobarometer 447 - Online platforms, page

P17

Website URL visit the website

 References 80

Social media display ad revenue change in the Netherlands 2015-2016

Percentage change on previous year of display advertising revenue on
social media in the Netherlands from the 1st half of 2015 to the 2nd half of
2016
Source and methodology information Notes:
The source notes: "Growth rate FB/Google is calculated by media buyers
data". The source states: "The figures are drawn up on the basis of company
Source Deloitte (Annual reports, Media Buyers, Survey input and have not been verified by Deloitte."
respondents, Deloitte analysis); IAB (UK/US)

Conducted by IAB; Deloitte

Survey period 1st half of 2015 to 2nd half 2016

Region Netherlands

Number of respondents n.a.

Age group n.a.

Special characteristics 35 participating companies

Published by Deloitte

Publication date April 2017

Original source IAB report on Online Advertising Spend, page 18

Website URL visit the website

 References 81

Leading B2B online ad platforms in the Netherlands 2017-2018

Share of B2B marketers advertising online in the Netherlands in 2017 and
2018, by online platform*

Source and methodology information Notes:

The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
Source Online Succes the one in the survey.

Conducted by Online Succes

Survey period 2017

Region Netherlands

Number of respondents 200

Age group n.a.

Special characteristics B2B marketers in the Netherlands; the source does not
specify the date of the survey nor does it specify the
type of survey

Published by Online Succes

Publication date November 2017

Original source B2B marketing onderzoek 2018: de resultaten, page

11

Website URL visit the website

 References 82

Leading online brands based on reach in the Netherlands 2017

Monthly reach of selected online social media, video, music and e-
commerce brands in the Netherlands in 2017

Source and methodology information Notes:

n.a.
Source GfK (DAM)

Conducted by GfK

Survey period December 2017

Region Netherlands

Number of respondents n.a.

Age group 13 years and older

Special characteristics n.a.

Published by GfK

Publication date January 2018

Original source gfk.com

Website URL visit the website

 References 83

Preferred channels to receive ads in the Netherlands 2016, by channel

Through which channel do you prefer to receive advertisements from
companies?*

Source and methodology information Notes:

* This question was originally phrased by the source in Dutch as follows: "Via
welk kanaal ontvangt u het liefst reclame van bedrijven?" Figures have been
Source Blinker rounded.

Conducted by CG Selecties

Survey period 2016

Region Netherlands

Number of respondents 2,148

Age group n.a.

Special characteristics n.a.

Published by Blinker

Publication date October 2016

Original source Nationaal e-mail onderzoek 2016, page 37

Website URL visit the website

 References 84

Social media advertising revenue in the Netherlands 2016

Value of display advertising revenue on social media in the Netherlands
from the first half of 2015 to the second half of 2016 (in million euros)

Source and methodology information Notes:

The source states: "The figures are drawn up on the basis of company input
and have not been verified by Deloitte."
Source Deloitte (Annual reports; Media buyers; Survey
respondents; Deloitte analysis); IAB (UK/US)

Conducted by IAB; Deloitte

Survey period 1st half 2015 to 2nd half 2016

Region Netherlands

Number of respondents n.a.

Age group n.a.

Special characteristics 35 participating companies

Published by Deloitte

Publication date April 2017

Original source IAB Report on Online Advertising Spend, page 18

Website URL visit the website

 References 85

Ranking of social media by influencer penetration in the Netherlands 2016

Share of online influencers' daily active use of social media platforms in
the Netherlands 2016, by social media platform

Source and methodology information Notes:

The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
Source Cherry LAB the one in the survey.

Conducted by Cherry LAB

Survey period 2016

Region Netherlands

Number of respondents 130

Age group n.a.

Special characteristics online influencers

Published by Cherry LAB

Publication date March 2016

Original source cherrylab.nl

Website URL visit the website

 References 86

Online social advertising expenditure in the Netherlands 2013-2015

Biannual online social advertising expenditure in the Netherlands from
the first half of 2013 to the first half of 2015 (in million euros)

Source and methodology information Notes:

n.a.
Source Magnaglobal

Conducted by Magnaglobal

Survey period first half of 2013 to the first half of 2015

Region Netherlands

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Magnaglobal

Publication date January 2016

Original source Outlook 2016, page 47

Website URL visit the website

 References 87

Willingness to make social media purchases in the Netherlands 2016, by age

Share of respondents willing to purchase something through social
media in the Netherlands in 2016, by age group

Source and methodology information Notes:

The source does not provide the original wording of the question posed
during the survey. The wording of the question chosen for this statistic may
Source Censuswide therefore differ slightly from the original.

Conducted by Censuswide

Survey period February 2016

Region Netherlands

Number of respondents 1,004

Age group n.a.

Special characteristics sample is a representative reflection of the Dutch adult

population; research according to the guidelines of the
Market Research Society

Published by Bronto Software

Publication date September 2016

Original source Is Nederland klaar voor de 'koopknop'?, page 4

Website URL visit the website

 References 88

Maximum purchase value via social media in the Netherlands 2016, by gender
Maximum amount willing to spend on a purchase through social media in
the Netherlands in 2016, by gender

Source and methodology information Notes:

The source does not provide the original wording of the question posed
during the survey. The wording of the question chosen for this statistic may
Source Censuswide therefore differ slightly from the original.

Conducted by Censuswide

Survey period February 2016

Region Netherlands

Number of respondents 1,004

Age group n.a.

Special characteristics sample is a representative reflection of the Dutch adult

population; research according to the guidelines of the
Market Research Society

Published by Bronto Software

Publication date September 2016

Original source Is Nederland klaar voor de 'koopknop'?, page 5

Website URL visit the website

 References 89

Maximum social media purchase value in the Netherlands 2016, by age

Maximum amount willing to spend on a purchase through social media in
the Netherlands in 2016, by age

Source and methodology information Notes:

The source does not provide the original wording of the question posed
during the survey. The wording of the question chosen for this statistic may
Source Censuswide therefore differ slightly from the original.

Conducted by Censuswide

Survey period February 2016

Region Netherlands

Number of respondents 1,004

Age group n.a.

Special characteristics sample is a representative reflection of the Dutch adult

population; research according to the guidelines of the
Market Research Society

Published by Bronto Software

Publication date September 2016

Original source Is Nederland klaar voor de 'koopknop'?, page 5

Website URL visit the website

 References 90

Channel tracking of consumers in the Benelux region 2016

Do you track the channels consumers use to get to your webshop or e-
commerce platform?

Source and methodology information Notes:

n.a.
Source Sitecore

Conducted by Sitecore

Survey period 2016

Region Belgium; Luxembourg; Netherlands

Number of respondents 200

Age group n.a.

Special characteristics respondents range from marketing managers, to e-

commerce marketers and C-level suite; the source
does not specify the date of the survey nor does it
specify the type of survey

Published by Sitecore

Publication date July 2016

Original source E-commerce in the Benelux, page 43

Website URL visit the website