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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