The document summarizes key findings from a survey of over 5 million LinkedIn members in the Netherlands: 1) LinkedIn members in the Netherlands are highly educated professionals, with 76% holding a college degree or higher. Many work in large companies and have household incomes over €60,000. 2) Members are influential in their companies, with 41% in manager or above roles and having decision making authority over vendors, budgets, and hiring. 3) LinkedIn is primarily used for professional networking, relationship building, and consuming business content. Members see it as more trustworthy than other social media for professional purposes.

1. AUDIENCE 360
NETHERLANDS
September 2014

2. Methodology
2
Fielding 15 minute online survey. Respondents invited to participate via email
Field timing 4th March – 12th March 2014
Incentives Qualified respondents were incentivized $5USD or the equivalent for their participation
Quotas 100 Directors + - determined by how respondents indicate their title/seniority in the survey
Sample Size The Netherlands N= 907

3. DUTCH ON LINKEDIN –
WHO ARE THEY?

4. Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Over 5 Million Professionals in The Netherlands are on LinkedIn
1in3
work in large
organisations, with
over 1,000
employees
48%
have a household
income of over €60K
41%
are Manager or
above in their
organisations
76%
hold a college
degree or higher

5. 5Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Our members are affluent
9%
10%
11%
22%
31%
17%
< €20K
€20K - €30K
€30K - €40K
€40K - €60K
€60K - €100K
€100k+
Income
1 in 5
have more than €75K in investable assets

6. 17%
19%
21%
21%
24%
What vendors to use
Allocating funds or managing budgets
What companies to partner with
What candidates to hire
What products to use
And they’re influential in their companies
59%
41%
9%
8%
Individual Contributor
Manager / Senior Manager
Director, VP, CXO
Owner
6Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Seniority
Decision Making Authority

7. Top Industries
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Working across a large number of industries
IT and
Services
Financial
Services
Government/Mi
nistries
Oil & EnergyFMCG/
Consumer
Goods
RetailHigher
Education

8. LinkedIn’s 5 million members are adventurous, culturally aware
and ambitious
8Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
84%
As a citizen it’s important to
contribute to society”
79%
“I pride myself on being
informed and up-to-date”
59%
I prefer to be a leader rather
than a follower”
93%
“I like to visit new places and
have new experiences”
“I’m not afraid to spend money
if its worthwhile”
“I want to get to the top of
my career”
84%
58%

9. They’re tech savvy and financially invested
45%
73%
79%
81%
90%
92%
99%
Designer clothing
Tablet
Car
Plasma / LCD / LED TV
Digital camera
Smartphone
Laptop / desktop computer
Currently Own (Electronics / Lifestyle) Currently Own (Financial Products)
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
16%
21%
25%
46%
54%
77%
82%
91%
Managed funds
Income Protection
Shares
Property loan
Life insurance
Pension
Credit card
Medical Insurance

10. With many being in-market for a wide range of goods and services
10%
12%
14%
15%
19%
27%
Plasma / LCD / LED TV
Car
Smartphone
Laptop / desktop computer
Tablet
Luxury
watches/clothes/accessories
In-Market (Electronics / Lifestyle) In-Market (Financial)
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
5%
7%
10%
11%
12%
13%
Life insurance
Property loan
Managed funds
Income protection
Automotive loan
Shares

11. 35%
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Our Dutch audience are also travellers, with many belonging to
frequent flyer programs
are already members of
frequent flyer programs
21%
Are looking to get
travel related products*
in the next 12 months
*Travel insurance/join frequent flyer/ privilege member schemes

12. WHAT DO THE DUTCH DO ON
SOCIAL / LINKEDIN?

13. Our members consume, explore and inform their network on
social media
13
13%
34%
38%
41%
44%
39%
38%
45%
Participate in onlin polls/surveys
Follow a recognised industry expert
Subscribe to financial related feeds/blogs
Search for key topics/information
Follow companies
Use as a source of news content
Watch videos
Read Reviews/recommenmdations
74% Consume
66% Explore
47% Inform
Source: LinkedIn Audience 360 Member Study, . 2014, n=1042

14. ….And LinkedIn is their primary social media site for content
consumption
14Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
95%
75%
33% 30%
22%
LinkedIn Facebook Twitter YouTube Google+

15. Our members are open to receiving messaging from brands
6in10
members follow companies
on the platform
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907

16. And they see LinkedIn as the most influential site for business content
16
Primary sites for business content
Most sought
after content
types
72%
31%
22%
21%
21%
18%
12%
6%
5%
5%
4%
15%
LinkedIn
NUzakelijk.nl
Intermediar.nl
Facebook
fd.nl
Twitter
Elsevier.nl
MT.nl
managersonline.nl
Sprout.nl
z24.nl
Other
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907

17. The trustworthy context of LinkedIn allows our members to build
relationships
17Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
28%
31%
35%
40%
39%
48%
70%
85%
86%
I use LinkedIn to gain insights and understand the latest
industry trends
I use LinkedIn to develop expertise and stay current on
my industry
LinkedIn provides me with unique content that I cannot
get anywhere else
I use LinkedIn more to help me with my current job vs. to
look for a new job
I trust the information I receive from contacts on LinkedIn
more so than any other online professional network
LinkedIn helps me build relationships and develop new
business leads
LinkedIn is where I maintain my professional identity
LinkedIn helps me network with other professionals
LinkedIn allows me to stay connected with my
professional network
Relationships
Trust
Member experience on LinkedIn