ISS - Statistics on search marekting in the netherlands

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ISS - Search in Holland (the netherlands)

Sante J. Achille Nov 19, 2009

Search in Holland

   Bas van den Beld - Searchcowboys.com

The Dutch use Google - 94%

Localization is the primary factor.

17 million people - high density
Kingdom
Democracy
70% speaks English
60% German
Dutch are very much online 85% are online, mostly youngsters starting from age 4 are online at least once a week
5 million use broadband - they watch TV online
80% have a mobile phone - getting very important in Holland

Dutch differ amongst each other - poldermodel

everybody gets a bit of his opinion
very international focus - it’s historical
very proud to be dutch
they like trading
they like a good deal
like their privacy

how does this translate to online and search ?

like to read international websites
facebook is not the biggest SM site - Hyves is the place to be (now)
like to comment a lot - website must have interactivity
they like bargains - they have a dutch version of Ebay and it’s very big MARKTPLAATS.nl has a similar thing to adwords just for this portal
they don’t like cookies ! Privacy is a big issue they clean cookies once a week
snooping sites are very popular - they like to peek into other peoples houses

How do they behave online ?

many small search engines (verticals) 5-6% are using them
2nd biggest site is startpagina (3,5%) an opportunity, a must for the dutch market
35 out of 100 brands are on Social media, mostly on twitter, Hyves Facebook and blogs - they are there for the campaign and then disappear

KIDS

1/3 of 8 year olds has an account on Hyves with more than 50 friends
MSN most used Social Media tool
watch less TV use more online tools
they are not using much twitter

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