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ISS – Search in Holland (the Netherlands)

Search in Holland

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


  • 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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Sante J. Achille