ISS: Search in Holland (the Netherlands)

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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