Half of Dutch population has LinkedIn and Facebook

11 March 2015 Consultancy.uk

Nearly half of the Dutch internet users has, besides a Facebook profile (74%), also a LinkedIn profile. However, there is a difference in the level of engagement with the two social media platforms – with many people indicating that they will be less active on Facebook in the coming year, while LinkedIn activity is on the rise.

In a recent survey by market research firm Multiscope nearly 9,000 consumers were asked about their social media activity*. One aspect of the research was to find out how many profiles users have out of the five largest social media networks – Facebook, YouTube, Twitter, LinkedIn and Instagram – as well as the number of active hours and renown of each. In total, 92% of the respondents indicated having at least one social media profile. The research discovered that Facebook is still the most used and well known social media network, but LinkedIn is also showing a large member base.

Popular Social Media

Number of profiles
74% of the respondents indicated that they have a Facebook profile, a 3% increase compared to the survey from a year earlier. Career network LinkedIn is in the number two spot, with 45% of respondents having a profile. For the rest of the top five social media platforms the number of users are considerably lower – YouTube (29%), Twitter (27%) and Instagram (11%). YouTube is, after Facebook, the most recognised network (84% knows of the network) and around half its users are regularly active. Twitter and LinkedIn are equally well known, however LinkedIn has considerably more active user and members. Instagram scores the lowest in all three categories.

Social Media - Comparison of 5 Key Channels

Hours per week
Twitter and YouTube only just reach above two hours per week and LinkedIn and Instagram users are actively on the site for just above one hour. Facebook is ahead with its users active on the network for 5.7 hours per week. Striking is that Facebook users have decreased their time on Facebook since last year’s average of 6 hours per week. 13% of the respondents indicated that they would use social networks less in 2015.

Social Media Usage

Active engagement with social media sites is low. 60% of consumers say that they never place content. Only 14% says that they actively post on various sites. 32% find social media more than a pleasant way to pass time via clicking on photos, videos and the reading of messages of others.

* The consumer sample is according to Multiscope “representative of the Dutch internet population”.

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