Trends Report

The Impact Of The Internet On Dutch Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

August 13th, 2008
KQ
Kim Le Quoc
With contributors:
Jaap Favier , Alice Bresciani , Olesia Klevchuk

Summary

Nearly the entire Dutch population used the Internet in 2007, making the Netherlands one of the most advanced European markets. Younger users spent more time surfing the Web than watching television. Although most consumers still develop brand awareness behind their TV screens, the Net has become a key channel to support awareness and preference building. Marketing leaders active in the Netherlands should investigate how their particular target audiences mix the Web with traditional media and adjust their marketing strategies accordingly.

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