Social mediareport netherlands_insites_iab_nl

2011

Country report
Netherlands

2011

Country report
Netherlands
In cooperation with IAB Europe and IAB Netherlands

For questions, feedback and remarks about the
research, please contact:

Prof. Steven Van Belleghem
Managing partner InSites Consulting
Steven@InSites.eu

Twitter: @steven_insites

Jorrik van Wonderen Emile van den Berg
IAB Netherlands IAB Netherlands
research@iab.nl Emile@iab.nl

Twitter: @IABNederland

Studied countries

Netherlands N=1200

9027 consumers (age 15+) across 35 countries, representative for the online population
within country on gender, age and e-commerce.
Data collected on online research panels, field in March – April 2011.

97% of the Dutch is aware of Social Media.
68% of the Dutch is member of at least 1
social netwerk.

Awareness and usage of social networks is high; In Europe, 98%
know at least one social network and 73% are member of at least one
network. Social networkers are member of 1.9 networks on average.

In the Netherlands, 97% know at least one social network and 68%
are member of at least one network. Social networkers are member of
2.2 networks on average.
High awareness and usage of Hyves is a typical for the Netherlands.

Social network awareness
Overall network
Q : To what extent do you know / use the following social network sites? awareness: 97%

Netherlands Netherlands vs Europe Gender & age

0% 25% 50% 75% 100% m f <35 35-55 >55

Hyves 94% 92% 96% 98% 95% 88%

Facebook 93% 93% 93% 95% 96% 88%

Twitter 81% 82% 81% 90% 80% 75%

LinkedIn 60% 65% 54% 71% 56% 52%

MySpace 59% 55% 62% 82% 57% 37%

Netlog 29% 27% 31% 39% 28% 19%

Habbo 24% 20% 28% 40% 24% 9%

Badoo 17% 15% 19% 27% 16% 9%

Hi5 16% 16% 17% 25% 13% 11%

Tagged 14% 12% 15% 20% 14% 7%

Friendster 9% 10% 8% 15% 8% 5%

Orkut 7% 9% 5% 12% 5% 6%

Ning 7% 8% 6% 10% 5% 6%

Xing 7% 9% 5% 9% 7% 5%
Netherlands
Bebo 7% Europe 7% 7% 12% 5% 4%
10%> EU West
QZone 5% North 6% 5% 9% 3% 4%
10%< EU
East
Vkontakte 5% 6% 4% 7% 4% 4%
South

N Netherlands = 1209 / F = None N Europe = 7446 605 605 371 479 359
Sign diff (95%)

Social network membership
68% are member of at
Q : To what extent do you know / use the following social network sites? – I am a current member least one network

0% 25% 50% 75% 100% m f <35 35-55 >55

Hyves 50% 37% 62% 68% 49% 30%

Facebook 44% 41% 46% 59% 41% 31%

LinkedIn 20% 25% 15% 24% 19% 17%

Twitter 17% 17% 17% 26% 15% 10%

MySpace 6% 5% 7% 10% 5% 2%

Netlog 5% 4% 6% 6% 6% 2%

Badoo 3% 3% 3% 2% 3% 3%

Hi5 2% 2% 3% 3% 2% 1%

Tagged 2% 2% 2% 2% 3% 1%

Orkut 1% 0% 1% 1% 0% 0%

Ning 1% 1% 1% 1% 1% 0%

Habbo 1% 1% 1% 2% 0% 0%

Xing 0% 1% 0% 0% 1% 1%

QZone 0% 0% 0% 0% 0% 0%
Netherlands
Bebo 0% Europe 0% 0% 0% 0% 0%
10%> EU West
Vkontakte 0% North 0% 0% 0% 1% 0%
10%< EU
East
Friendster 0% 0% 0% 1% 0% 0%
South


Membership; average number of networks

Netherlands
average

2,2 2,2 2,2 2,4 2,2 2,0 1,9
6% 5% 4% 4%
8%
10% 12% 7% 9%
9%
13%
14%
16% 13%
16% 17% 16%
19%
26%
28%
33%
32% 32%
32%
33%

46% 50%
36% 37% 38%
34%
28%

Netherlands Male Female <35 35-55 >55 Europe

10%> EU

■ 5 or more 10%< EU
■4
■3
■2
■ 1 network

N Netherlands = 837 / F = If member of social network(s)

Network size
Q : How many contacts do you have on each of the following social network sites?

Netherlands
average

107 78 88 57 74 84 71 133 49 59 NL EU

16%
21%
30%
44%
50%
27%
29%

41%

33%
34%
57%
49%

30%
24%
16%

Hyves LinkedIn MySpace Facebook Twitter

■ 50+
■ 11-50
■ 1 - 10

Daily log on to social networks
Q : You are a member of the following social network sites. How often do you log into these sites? (% at least daily)


0% 25% 50% 75% 100% m f <35 35-55 >55

Facebook 43% 35% 49% 59% 31% 30%

Twitter 45% 45% 44% 52% 46% 24%

Hyves 35% 23% 42% 41% 33% 25%

LinkedIn 15% 19% 8% 12% 15% 21%

Netherlands
Europe
10%> EU West
MySpace 15% North
10%< EU East
South

N Netherlands = min 70 – max 599 / F =If member of social network
Sign diff (95%)

Connection time
Q : On average, how long (in minutes) do you stay connected to each of the following networks when you log on? (per single visit)
average

22 37 20 16 19 21 12 15 10 10 NL EU

5% 3% 5%
6% 7% 5%
20% 26%
22%
33% 31%

22%
27%
23%

25% 27%

54%
46% 46%
31% 31%

10 > EU

Facebook Hyves Twitter MySpace LinkedIn 10 < EU

■ >60
■ 31 - 60
■ 11 - 31
■ 6 - 10
■ 1- 5 minutes

N Netherlands = Min70 – Max 599 / F = If member of social network
Sign diff (95%)

Social networkers seem saturated

Current social networkers have no intention to stop their membership nor
do they feel the need to further expand their membership on social
network sites.

In the Netherlands, Hyves, Facebook, Twitter and LinkedIn are strong
networks in terms of penetration. MySpace, Netlog and Badoo score
lower for future usage and membership. Hyves reached a 15% ex-
membership.

Intention to stop
In the Netherlands,
8% of the social
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network sites evolve in
the coming year? – I’ll stop using it networkers have the
intention to quit at
least one of the
Netherlands Netherlands vs Europe
networks they are
0% 25% 50% 75% 100% member of.
EU: 7%
MySpace 15%

Netlog 13%

Badoo 12%

Hyves 5%

Twitter 4%

LinkedIn 3%

Netherlands
Europe
10%> EU West
Facebook 2% North
10%< EU
East
South

N Netherlands = Min 35 – Max 599 / F = If member of social network

Intention to stop versus network penetration

25%
Netherlands
High

20%

Netlog
15%
MySpace
Stop

Badoo

10%

Hyves

Twitter
5%

LinkedIn
Low

Facebook
0%

0% 10% 20% 30% 40% 50% 60%

Low Penetration High

N Netherlands = min 35 - max 599 / F = If member of this social network

Increase current usage
Members of Twitter, LinkedIn
and Facebook are most
Q : Below you can see all the social network sites that you are currently a member of. How will your usage of each of these social network
sites evolve in the coming year? – I’ll use it (a lot) more likely to increase their usage

0% 25% 50% 75% 100%
m f <35 35-55 >55

Twitter 42% 47% 37% 49% 37% 33%

LinkedIn 41% 41% 42% 45% 41% 36%

Facebook 35% 34% 35% 46% 27% 24%

Hyves 13%

MySpace 8%

Badoo 7%
Netherlands
Europe
10%> EU West
North
Netlog 6% 10%< EU
East
South


Sign diff (95%)

Usage increase versus network penetration

45% Netherlands
High

40%

35%

30%
Increase

25%

20%

15%

10%

5%
Low

0%
0% 10% 20% 30% 40% 50% 60%

Low Penetration High


Ex-membership
Q : To what extent do you know / use the following social network sites? - I was member of this social network site, but not anymore

0% 25% 50% 75% 100% m f <35 35-55 >55

Hyves 13% 14% 11% 18% 10% 11%

MySpace 7% 6% 8% 13% 6% 3%

Facebook 6% 6% 6% 6% 7% 5%

Netlog 5% 4% 6% 7% 5% 3%

Hi5 4% 3% 4% 8% 2% 2%

Twitter 4% 4% 4% 7% 3% 2%

Habbo 4% 2% 6% 11% 1% 0%

LinkedIn 3% 2% 3% 4% 2% 2%

Badoo 3% 2% 4% 5% 2% 1%

Tagged 2% 1% 2% 3% 1% 1%

Orkut 1% 1% 1% 2% 0% 0%

Ning 1% 1% 1% 1% 1% 0%

Xing 1% 1% 1% 2% 1% 0%

QZone 1% 1% 1% 2% 0% 0%
Netherlands
Bebo 1% Europe 0% 1% 2% 0% 0%
10%> EU West
Friendster 1% North 0% 1% 1% 0% 0%
10%< EU
East
Vkontakte 0% 0% 0% 1% 0% 0%
South

Sign diff (95%)

Future membership
Overall, 73% have no intention to
Q : Below you see all the social network sites that you know but that you are not a member of. Please indicate which of the
network sites below you would consider becoming a member of. expand their membership
EU: 60%


0% 25% 50% 75% 100% m f <35 35-55 >55

Facebook 19% 19% 19% 28% 18% 16%

Twitter 14% 12% 16% 18% 15% 9%

LinkedIn 13% 12% 14% 19% 13% 5%

Hyves 11% 10% 12% 11% 8% 14%

MySpace 5% 5% 5% 5% 4% 5%

Bebo 5%

Tagged 4% 4% 3% 7% 0% 4%

Hi5 3% 4% 3% 2% 5% 5%

Badoo 3% 4% 3% 3% 4% 0%

Orkut 2%

Netlog 2% 1% 3% 3% 2% 1%

QZone 2%

Friendster 2% 1% 4% 4% 2% 0%

Ning 1% Netherlands
Europe
Xing 1%
10%> EU West
1% North 1% 2% 1% 2% 0%
Habbo 10%< EU
East
Vkontakte 0% South

N Netherlands = min 53 – max 793 / F = non users N Europe = Min 418 - Max 3962 / F = Non users

Sign diff (95%)

People love people.
So brands, behave like one.

People link online with people they know offline. Social networking is a way
for people to meet up with others on the net. Checking the status of
others, chatting & messaging are the main activities on social networks, all
two-way communication streams. Not having any contact is the main
reason for defriending.

People also join social networks to get information about (new) products /
brands. However, they do not like traditional marketing messages.

People prefer people above brands. This means that companies and
brands should approach their use of social media differently. It’s about
being human and taking personal identity above an institutional identity.

Drivers for connecting with others
Q : Why does a person belong to your network?


0% 25% 50% 75% 100% m f <35 35-55 >55
...we have been
53% 38% 65% 77% 48% 19%
friends, neighbours, classmates, etc.
since our childhood
50% 42% 57% 70% 46% 22%
...we work(ed) together (job, internship,
student job)
47% 54% 41% 36% 51% 60%
...(s)he invited me to belong to his/her
social network 30% 40% 58% 27% 14%
36%
...we share the same education
34% 33% 34% 45% 29% 23%
...we have the same friends offline
30% 25% 34% 40% 28% 16%
...we originate from the same region /
location
29% 33% 25% 33% 28% 21%
...we have the same hobbies (e.g. music,
holidays, sport, etc.) 27% 34% 21% 23% 31% 28%
...we work in the same sector
25% 29% 21% 22% 26% 26%
...we have the same friends online
16% 15% 17% 20% 15% 11%
...we share the same kind of humour
11% 8% 13% 20% 6% 3%
...we are/were both in the same youth
movement
8% 12% 5% 7% 9% 8%
...we have the same political ideas,
ideologies, etc. 7% 4% 9% 10% 6% 2%
...we have the same personal style (e.g.
clothing style, food preferences, etc.) 7% 6% 7% 9% 7% 2%
Netherlands
...(s)he's a celebrity Europe
6% 9% 4% 6% 6% 8%
10%> EU West
...we use the same products / services
3% North
10%< EU 4% 3% 5% 3% 1%
...we love the same brands East
3% South 4% 1% 2% 2% 4%
...(s)he's an opinion leader
N Netherlands = 837 / F = If member of social network(s) N Europe = 5613 382 455 295 357 185

Drivers for membership
Besides more general
reasons, getting to know
Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play
games. Besides the more general reasons, what else has driven you to become a member of the following social networks? things about (new)
products and brands is
an important driver for
Netherlands
membership

0% 25% 50% 75% 100%

...to get to know things about (new) products / brands

...to stimulate my career

...to come in contact with brands / companies

...to find promotions of a certain brand / product
People get member of
professional network
LinkedIn, to stimulate their
...to find other users of a certain brand / product
career.

...to become a famous person
● MySpace (N=70)
● Facebook (N=528)
● Linkedin (N=240)
...to become an opinion leader
● Twitter (N=206)
● Hyves (N=599)

Netherlands / F = If member of social network(s)

Defriending
Q : Have you ever deleted a person from your contact list?

Netherlands Netherlands vs Europe

0% 25% 50% 75% 100%

Hyves 59%

Twitter 47%

Netlog 44%

Badoo 44%

MySpace 40%

Facebook 35%
Netherlands
Europe
10%> EU West
LinkedIn 20% North
10%< EU East
South

N Netherlands = min 35 – max 599 / F = If member of social network

Reasons to defriend

Q : Why did you do that? I’ve deleted a person from my contact list because…

Sign diff (95%)

0% 25% 50% 75% 100%
m f <35 35-55 >55

...we hardly had any contact with each other 53% 52% 54% 59% 49% 45%

...I don't want this person to see my profile
33% 27% 36% 37% 32% 23%
/updates anymore
...we were friends in the past, but not
30% 21% 36% 41% 24% 13%
anymore
...that person shares too much lousy content
24% 26% 22% 26% 20% 24%
on his/her social network
...I came to realize that I don't know that
20% 18% 22% 29% 13% 13%
person
...I received many more updates about
17% 13% 19% 22% 15% 5%
his/her life than I care to receive
...that person is too active on my social
8% 8% 8% 12% 5% 5%
network
...that person is using social media too much
for advertising about brands / products 8% 13% 5% 7% 9% 10%

...that person's comments were politically
incorrect 7% 9% 6% 8% 6% 4%
...that person is too passive on my social
network 6% 4% 7% 6% 7% 2%
...I don't want my colleagues to part of my
social network anymore 5% 4% 6% 7% 5% 3%
Netherlands
...that person is using social media too much Europe
for promoting the company (s)he's working 4% West
10%> EU 5% 3% 3% 4% 2%
North
...that person recommends brands / products 10%< EU East
I don't like 3%
South 5% 1% 1% 3% 6%

N Netherlands = 500 / F = ever deleted a contact 201 299 215 209 76

Defriending versus network size

70%
Netherlands
Hyves
High

60%

Netlog Twitter
50%

Badoo
Defriending

40%
MySpace

Facebook
30%

LinkedIn
20%

10%
Low

0%
0 20 40 60 80 100 120

Low Network size (contacts) High

>50% follow brands on social media.
Personal brand experience and
conversations about brands by peers are
drivers to connect.

About half of the European social networkers follow a company or
brand on social networks. In the Netherlands it’s lower (30%) and the
Dutch are following a lower number of brands (5 on average).

People connect with a brand because they have used it and secondly
because other people invited or recommended them to do so – they
did not connect because companies / brands asked them to!

Following brands

Netherlands

Brand followers 30%
Average no. of brands followed 5,1

Brand followers 51%
Average no. of brands followed 12,2

North

47%
11,6

West East

42% 54%
9,4 9,8

South

60%
17,3 10%> EU

N Netherlands = 837 / F = If member of social network(s) 10%< EU
N Europe = 5613 / F = If member of social network(s)

Following brands - sectors
Q : To which sectors do these brands belong to?

0% 25% 50% 75% 100%
m f <35 35-55 >55

Media / entertainment 50% 57% 45% 58% 45% 34%

Fashion / luxury goods 45% 32% 54% 53% 42% 21%

Food and retail 26% 25% 28% 24% 33% 16%

Travel 24% 23% 24% 23% 21% 33%

Sport 22% 36% 13% 27% 20% 10%

Good causes / charity 16% 11% 19% 14% 19% 10%

Cars 15% 27% 6% 16% 12% 19%
Netherlands
Europe
10%> EU West
Industry 6% North
10%< EU 12% 2% 5% 4% 13%
East
South

N Netherlands = 255 / F = social networkers, following at least one brand N Europe = 3064 106 149 118 105 32

Triggers for following a brand
Q : How did you became an online follower / fan of a brand?


0% 25% 50% 75% 100% m f <35 35-55 >55

I became a fan after using the 29% 27% 30% 33% 23% 31%
brand

I received an invitation from a 20% 16% 23% 18% 25% 18%
person of my contact list

Via online advertising on a social 18% 18% 18% 20% 17% 13%
network site

I looked for a brand in the
search engine of the social 18% 23% 15% 20% 18% 10%
network site

I received an invitation from the 17% 18% 17% 17% 15% 23%
brand /company itself

A friend of mine recommended it 17% 15% 18% 19% 16% 11%

Via advertising in traditional
media like television, radio, 10% 11% 9% 10% 9% 13%
magazines, etc.

Via online advertising on another 10% Netherlands
site 10% 10% 8% 11% 15%
Europe
10%> EU West
I want to buy the brand in the North
8% 10%< EU
future East 17% 1% 8% 7% 8%
South

N Netherlands = 255 / F = social networkers, following at least one brand N Europe = 3064 106 149 118 105 32

Average consumer follows a brand to get a direct
personal benefit.

Social networkers expect some sort of benefit of companies on social
networks. People are mainly focused on the direct benefit. Companies
should in first instance offer product information, update on promotions
and announce events.

There is still a huge opportunity for companies to get in touch with their
customers. 58% (Europe) has never experienced any action by a
company / brand on social network sites.

In the Netherlands, 75% never experienced any action. The overall
brand expectation level is lower than Europe.

Brand actions on social networks Overall, 75% never experienced any
action
Q : What kind of actions did you already experience? Via social networks, companies have already EU: 58%
contacted me directly concerning...


m f <35 35-55 >55
0% 25% 50% 75% 100%

...a job vacancy 14% 7% 11% 10% 11%
11%

...a positive experience with a
product / service I've posted or 9% 4% 5% 6% 9%
reacted on 7%

...a negative experience with a
product / service I've posted or 10% 5% 4% 8% 11%
7%
reacted on

...information I posted about
products and/or services in 5% 7% 2% 3% 5% 7%
general

4% 6% 3% 5% 3% 5%
promotions

3% 5% 2% 4% 2% 4%
(advertising) campaigns

...information I posted about the 3% Netherlands 4% 2% 2% 4% 2%
company and/or company culture Europe
10%> EU West
North
...a fanpage / group I've created 3% 10%< EU East 4% 2% 5% 2% 1%
for a product/brand/company South


Brand expectations
Q : On social network sites, brands should…

0% 25% 50% 75% 100% m f <35 35-55 >55
...announce events 38% 35% 40% 46% 37% 26%
...offer promotions 33% 31% 33% 40% 32% 20%
...surprise consumers 31% 29% 33% 39% 32% 18%
...offer product information 31% 32% 30% 35% 31% 25%
...give feedback
30% 35% 26% 32% 31% 26%
...share ideas and provide updates on future
products, services, etc. 28% 30% 26% 36% 26% 16%
...give the ability to order / purchase products
/ services 27% 30% 25% 27% 27% 26%
...offer the ability to take part in game /
competitions 25% 18% 31% 34% 23% 12%
...offer the possibility to directly interact with
23% 25% 22% 30% 22% 15%
people behind the brand
...give exclusive content 22% 24% 19% 28% 18% 16%
...invite consumers to co-create products / 20% 23% 30% 21% 9%
22%
services
...bring entertainment 20% 19% 22% 30% 17% 9%

...launch (advertising) campaigns 19% 17% 20% 26% 19% 7%
...give objective background information of 23% 14% 18% 19% 17%
18%
the company (facts and figures)
...create brand groups of which consumers Netherlands 18% 19% 23% 18% 12%
18%
can become a fan on social network pages Europe
17% West 18% 17% 20% 17% 12%
...start conversations with consumers 10%> EU
North
11% 10%< EU East 13% 10% 15% 10% 7%
...bring stories about the company culture
South
...create virtual characters or advertising 11% 9% 15% 8% 5%
10%
icons

Social media is about communication
between people.
People use social networks to communicate with each other: Checking
the status of others, chatting, sending messages, reacting to
comments or actions of others.

If we look at actions specifically related to companies, products or
brands, it shows that 36% of the social networkers in Europe post
information about brands, 53% reacts on comments and 51% consults
information.
In the Netherlands, 23% of the social networkers in Europe post
information about brands, 38% react on comments and 36% consult
information.

Consumers prefer to react on brand updates rather than start a
conversation with a brand themselves. Content planning and regular
content updates are a way to increase the engagement with fans.

Type of actions
Actions on social networks are
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (average) mainly personal


0 1 2 3 4 5 6 m f <35 35-55 >55

Checking the status of others and 4,3 4,7 5,4 4,3 3,2
consulting information 4,5

Reacting to comments and / or actions 3,0 3,6 3,3 3,7 2,7
3,4
of others
PERSONAL

Chatting / Sending messages 3,3 3,2 3,7 3,7 3,5 2,9

Updating your status and / or posting
2,6 2,5 2,7 2,9 2,6 2,0
information

Playing games or other fun activities 1,2 2,5 2,0 2,2 1,2
1,9

Reacting to comments and / or actions
SHARE

of others related to products, brands and 1,2 1,3 1,3 1,3 1,2
1,3
/ or companies
CONSULT

Consulting information about products, Netherlands 1,2 1,1 1,2 1,1 1,2
brands and/or companies 1,1
Europe
1.0> EU West
North
SHARE

Posting information about products, 1.0 < EU East 0,6 0,8 0,8 0,7 0,6
0,7
brands and/or companies South


Sharing and consulting brand / product information
Q : The last 10 times you logged into your social networks, how often did you undertake each of the following actions? (% at least once)

23% of the social networkers in the
Netherlands post information on
products, brands, and /or companies

Netherlands
36% ■ social networkers who consult
■ social networkers who react
■ social networkers who post
38% 10%> EU
10%< EU
23%
Europe West North East South

73% 66% 75% 79% 77%

51% 40% 29% 56% 63%

53% 41% 44% 64% 59%

36% 28% 20% 39% 48%

West North East South

“Consulting information about products, brands and/or companies”
N Netherlands = 837 / F = If member of social network(s) “Reacting on comments and / or actions of others related to products, brands and / or companies”
N Europe = 5613 / F = If member of social network(s) “Posting information about products, brands and/or companies”

Offline brand experiences are the best online
conversation starter.

If people share information about a brand, company or product, it’s
often about the product / brand experience they had. Good news:
Positive experiences dominate negative experiences. And; one third of
the European social networkers say their sharing behavior increased
(a lot) since last year.

The same goes for the Netherlands: people like to share their product
/ brand experience. However, the Netherlands shows a lower
increase in sharing than Europe.

Information to share
In the Netherlands, 20% say their sharing
Q : What exactly do you share then about products, brands and/or companies? Sharing information about... behaviour increased (a lot) since last year.
EU: 33%


0% 25% 50% 75% 100% m f <35 35-55 >55

...positive experiences you had 57% 61% 53% 55% 54% 63%

...negative experiences you had 37% 43% 32% 39% 31% 46%

...games and contests related to the
products, brands or companies 21% 15% 25% 20% 24% 15%

...feedback about products / services
you received from a company 20% 24% 17% 22% 19% 19%

...promotions you saw 19% 18% 20% 24% 19% 9%

...the launch of a new product, brand,
or company 16% 15% 16% 19% 14% 12%

...online advertising you saw or heard
about 11%
Netherlands 8% 14% 18% 7% 7%
Europe
...advertising via traditional media (e.g. 10%> EU West
tv, radio, magazine, etc.) you saw or 9% North
heard about 10%< EU 7% 11% 11% 8% 7%
East
South

N Netherlands = 355 / F = sharing information N Europe = 4863 166 189 131 149 75

Networks to share brand / product information
Q : You’ve indicated that you sometimes share information (posting and / or reacting) about products, brands and/or
companies. When doing this, which social network sites do you use for sharing that information?


0% 25% 50% 75% 100% m f <35 35-55 >55

Hyves 51% 37% 63% 57% 51% 41%

Facebook 44% 43% 44% 53% 35% 41%

Twitter 19% 24% 14% 23% 16% 15%

LinkedIn 15% 28% 4% 5% 15% 34%

MySpace 3% 2% 3% 3% 3% 1%
Netlog 3% 3% 3% 1% 6% 3%
Hi5 1% 2% 1% 1% 1% 3%
Habbo 1%
1% 0% 2% 0% 0%
Tagged 1%
2% 1% 1% 1% 3%
Badoo 1%
2% 1% 1% 0% 4%
Orkut 0%
0% 1% 1% 0% 0%
Ning 0%
1% 0% 0% 1% 0%
Xing 0%
1% 0% 0% 0% 1%
QZone 0%
0% 0% 0% 0% 0%
Bebo Netherlands
0%
Europe 0% 0% 0% 0% 0%
Vkontakte 0% 10%> EU West
North 0% 0% 0% 0% 0%
Friendster 0% 10%< EU East
South 0% 0% 0% 0% 0%

N Netherlands = 355 / F = sharing information N Europe = 4863 166 189 131 149 75

Most trusted source are peers. Their
experiences are key driver in consumer
decision making.
Consumers trust each other most. When people look for information on
products, companies or brands, they tend to look for information that is
coming from experiences other persons had. This experience can be
both positive (NL: 52%) and negative (NL: 33%).
Overall, the Dutch are consulting to a lesser extent than Europe.

Positive brand experiences have the highest impact on brand
perception and buying intention.

What to consult
25% say their consulting behaviour
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about... increased (a lot) since last year.
EU:43%

0% 25% 50% 75% 100%
m f <35 35-55 >55

...positive experiences others had 52% 52% 52% 52% 52% 51%

...feedback about products/services
others received from a company 34% 39% 30% 35% 32% 34%

...negative experiences others had 33% 33% 33% 28% 36% 36%

...the launch of a new product, brand,
or company 32%
29% 33% 38% 27% 29%

...games and contests related to the
products, brands or companies 24%
13% 33% 29% 24% 17%

...promotions others saw 23%
26% 21% 30% 16% 22%

...online advertising others saw or
heard about 20%
Netherlands 18% 22% 25% 16% 18%
Europe
...advertising via traditional media (e.g. 10%> EU West
tv, radio, magazine, etc.) others saw or 15% North
heard about 10%< EU East 15% 16% 20% 15% 8%
South

N Netherlands = 305 / F = consulting information N Europe = 2876 138 167 115 127 63

Networks to consult band / product information
Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this,
which social network sites do you use for consulting that information?

0% 25% 50% 75% 100% m f <35 35-55 >55

Facebook 45% 48% 43% 56% 34% 46%

Hyves 44% 36% 51% 49% 46% 32%

LinkedIn 18% 30% 9% 15% 15% 33%

Twitter 15% 19% 12% 19% 13% 10%

MySpace 4% 3% 4% 5% 4% 1%

Netlog 3% 3% 2% 0% 5% 3%

Hi5 2% 2% 1% 2% 1% 3%

Badoo 1% 3% 0% 0% 1% 5%

Tagged 1% 1% 1% 1% 1% 1%

Ning 1% 1% 0% 1% 1% 0%

Habbo 1% 1% 0% 2% 0% 0%

Orkut 0% 0% 1% 1% 0% 0%

Xing 0% 1% 0% 0% 0% 1%

Vkontakte 0% 0% 0% 0% 0% 0%
Netherlands
Friendster 0% Europe 0% 0% 0% 0% 0%
10%> EU West
Bebo 0% North 0% 0% 0% 0% 0%
10%< EU East
QZone 0% 0% 0% 0% 0% 0%
South

N Netherlands = 305 / F = consulting information N Europe = 2876 138 167 115 127 63

Impact on brand opinion
Q : When you consult information about products, brands and/or companies, does this information have an impact on your
opinion about the product / brand / company? (Top2%, 1-5)


0% 25% 50% 75% 100% m f <35 35-55 >55

Positive experiences others 41% 38% 38% 41% 38%
had 39%

Feedback about
products/services others 21% 22% 20% 18% 24% 19%
received from a company

The launch of a new product,
brand, or company 19% 16% 22% 26% 14% 16%

Negative experiences others
14% 17% 11% 15% 12% 15%
had

Promotions others saw 13% 11% 14% 21% 6% 8%

Games and contests related to
the products, brands or 12%
8% 15% 14% 12% 8%
companies

Online advertising others saw 10%
or heard about Netherlands 9% 11% 12% 8% 10%
Europe
10%> EU West
Advertising via traditional
media (e.g. tv, radio, 9% North
10%< EU East 7% 10% 11% 9% 3%
magazine, etc.) others saw or
heard about South

N Netherlands = 305 / F = If consulting in general N Europe = 2876 138 167 115 127 63

Impact on buying intention
Q : When you consult information about products, brands and/or companies, does this information have an impact on your
intention to buy the product / brand / something of the company?

0% 25% 50% 75% 100% m f <35 35-55 >55

Positive experiences others 36% 33% 31% 35% 38%
34%
had

The launch of a new product,
brand, or company 16% 13% 18% 21% 11% 15%

Feedback about
products/services others 16% 19% 13% 15% 15% 18%
received from a company

Negative experiences others 10%
had 12% 8% 12% 8% 8%

Promotions others saw 9%
8% 10% 14% 4% 8%

Advertising via traditional
media (e.g. tv, radio, 8%
magazine, etc.) others saw or 6% 10% 10% 8% 4%
heard about

Games and contests related to 7%
the products, brands or Netherlands 5% 9% 8% 7% 5%
companies Europe
10%> EU West
Online advertising others saw 6% North
10%< EU 4% 8% 7% 6% 4%
or heard about East
South

N Netherlands = 305 / F = If consulting in general N Europe = 2876 138 167 115 127 63

Social mediareport netherlands_insites_iab_nl

Social mediareport netherlands_insites_iab_nl

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