The Netherlands Ranks #1 Worldwide in Penetration for Twitter and Linkedin

Hyves Maintains Position as Top Social Networking Site in the Netherlands Despite Facebook’s Rapid Advances

ComScore, a leader in measuring the digital world, today released a study of social networking usage in the Netherlands. The study reveals that the Dutch social networking market continues to grow strongly as sites like Facebook, Twitter and Linkedin extend their respective footprints in the market.

“The social networking market in the Netherlands is really quite unique and full of interesting storylines,” said Mike Read, svp and managing director of comScore Europe. “It is one of the few markets remaining where a local social networking player [Hyves] continues to lead Facebook, but that lead is becoming increasingly tenuous. Another interesting facet to this market is that the Netherlands has the highest Internet penetration worldwide for two of the other key global social networking sites, Twitter and Linkedin. The Netherlands is in many ways a nexus of global social networking behavior.”

Hyves Leads Facebook in Dutch Social Networking Market
Despite the overall maturity of the Internet market in the Netherlands, the social networking category continues to advance, growing 18 percent to 11.5 million visitors in March 2011 (representing 96 percent of the online population). Hyves continues to hold the top position among social networking sites in the market with more than 7.6 million visitors in March, but Facebook is quickly gaining ground, surging 76 percent in the past year to nearly 6.6 million visitors. and rank third and fourth, respectively, with more than 3 million visitors and each growing approximately 70 percent in the past year.

Top 5 Social Networking Sites in the Netherlands
March 2011 vs. March 2010
Total Netherlands, Age 15+, Home & Work Locations
Total Unique Visitors (000)
Mar-2010Mar-2011% Change
Total Internet : Total Audience 11,92711,9530
Social Networking9,74211,49018
Windows Live Profile2,9242,769-5

*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.

Netherlands Ranks #1 in Linkedin and Twitter Penetration
The Netherlands also has an exceptionally high representation among social networking sites and, ranking #1 among all countries in Internet penetration for these sites. In each case, more than one in four Dutch Internet users visits these sites during the course of the month. While the top ten countries in Linkedin penetration are either English-speaking or in Western Europe, the top countries for Twitter touch virtually every corner of the globe.

Top 10 Countries in Internet Penetration for and by Reach (%)
March 2011
Total Internet, Age 15+, Home & Work Locations Reach
United States17.6%Brazil23.7%
United Kingdom14.9%Venezuela21.0%
New Zealand12.9%Turkey16.6%

Source: comScore

About Jacco Valkenburg

Jacco Valkenburg is an international recruitment expert, trainer and author (5 books). He has more than 20 years experience in global recruitment strategies and execution spanning numerous countries for leading companies. As founder of Recruiter University and Recruit2 he provides companies with recruitment training and consultancy. His mission is helping companies ‘from good to great staffing’.

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