Search in Holland
- the Dutch use Google – 94%
- localisation is the primary factor
- 17 million people – high density
- Kingdom
- democracy
- 70% speak English
- 60% speak 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 is 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 social media 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 is very big MARKTPLAATS.nl has a similar thing to AdWords just for this portal
- they do not 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% to 6% are using them
- second-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
- one-third of 8 year olds has an account on Hyves with more than 50 friends
- MSN is the most used social media tool
- watch less TV, use more online tools
- they are not using much Twitter
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Sante J. Achille
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