social media in the Netherlands

Social Media in the Netherlands: key insights from Newcom’s 2023 Research

The Netherlands has always been a country at the forefront of digital transformation, and social media is no exception. Like every year, Newcom conducted a comprehensive research study on social media use in the Netherlands. Let’s dive into the key takeaways from the study.

Social media usage continues to rise across the globe, and the Netherlands is no exception. In fact, according to the latest research by Newcom, nearly 14 million people in the Netherlands use social media on a daily basis. This represents an increase of almost 4% compared to the previous year.

WhatsApp, YouTube, Facebook, Instagram, LinkedIn

According to the study, the most popular social media platforms in the Netherlands are:

  1. WhatsApp: With 13.9 million daily users, WhatsApp is the most popular social media platform in the Netherlands. The platform is used for both personal and professional communication.
  2. YouTube: YouTube is the second most popular social media platform in the Netherlands, with 8.7 million daily users. The platform is particularly popular among young people.
  3. Facebook: Despite a decline in usage, Facebook remains a popular social media platform in the Netherlands, with 7.2 million daily users.
  4. Instagram: Instagram has experienced significant growth in the Netherlands, with 4.4 million daily users. The platform is particularly popular among young women.
  5. LinkedIn: LinkedIn is a popular social media platform for professionals in the Netherlands, with 2.8 million daily users.

TikTok Usage in the Netherlands

TikTok has quickly become a popular social media platform in the Netherlands. According to the Newcom research, 24% of Dutch internet users aged 15 and above have a TikTok account. The app is most popular among young people, with 85% of users aged 15 to 19 having an account. Among those aged 20 to 24, 49% have a TikTok account.

TikTok is especially popular for short-form videos that are humorous, creative, and easy to share. The platform has become a new way for young people to express themselves and discover new trends. The popularity of TikTok has led to the rise of Dutch TikTok influencers, who have large followings and collaborate with brands to promote products. In the coming years, it will be interesting to see how TikTok continues to shape social media usage in the Netherlands.

Social media usage patterns

The research found that 90% of Dutch people use social media, which is a slight increase from the previous year. Additionally, people in the age group of 18-29 years old use social media the most, with 99% of them using at least one social media platform. The research also shows that people use social media mostly to stay in touch with friends and family, followed by entertainment and news.

Social media, influencers and e-commerce

The research also reveals that social media plays an increasingly important role in e-commerce in the Netherlands. In 2023, the number of people who bought products or services through social media increased by 7% to 5.5 million. WhatsApp is the most popular platform for buying products or services, followed by Instagram and Facebook.

Influencer marketing has become increasingly popular in the Netherlands, with many brands partnering with influencers to promote their products and services. According to the study, nearly 40% of Dutch social media users follow influencers on social media, and 15% have made a purchase based on a recommendation from an influencer.

Brands on social media

Brands are using social media to connect with their audiences in a more personal and engaging way. According to the study, 63% of Dutch social media users follow brands on social media, and 58% have engaged with a brand on social media in the past year.

Additionally, the study found that social media plays an important role in the customer journey, with 37% of Dutch social media users using social media to research products and services before making a purchase.

Social media and privacy

Privacy is an increasingly important topic in the Netherlands, and the research shows that people are becoming more aware of their privacy on social media. The majority of Dutch social media users (70%) think it is important to have control over their personal data, and 37% of people are more careful with what they post on social media than they were a year ago.

Key Takeaways

  • WhatsApp is the most popular social media platform in the Netherlands, with 13.9 million daily users.
  • YouTube is the second most popular social media platform, with 8.7 million daily users.
  • Nearly 40% of Dutch social media users follow influencers on social media, and 15% have made a purchase based on a recommendation from an influencer.
  • 63% of Dutch social media users follow brands on social media, and 58% have engaged with a brand on social media in the past year.
  • Social media plays an important role in the customer journey, with 37% of Dutch social media users using social media to research products and services before making a purchase.

Social media is becoming an important channel for e-commerce

So for 2033, social media usage in the Netherlands continues to rise, with WhatsApp, YouTube, and Facebook being the most popular social media platforms. Influencer marketing has also become increasingly popular, and brands are using social media to connect with their audiences in a more personal and engaging way. As social media continues to play an important role in the customer journey, brands need to develop a strong social media presence and strategy to engage with their audiences effectively.

Mental health, anyone?

As much as social media has its benefits, it is important to recognize that it can also have negative effects on our mental health, especially among young people. 1 in 3 Dutch youngsters is having mental issues. According to an article on GGZ.nl, studies have shown that excessive use of social media can lead to a decline in mental well-being, including increased anxiety, depression, and social isolation. It is important to take breaks from social media and prioritize mental health to maintain a healthy balance in our lives.

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