Off we go to Barcelona


Yep, here we go again to the beautiful city of Barcelona. This time for the Digital Pharma Congress organized by EXL Pharma. From their website:


In 2007 Digital Pharma was the first event in the industry to put Web 2.0 on center stage. Now, two years later, we are doing the same thing for the Europe market. The EU pharmaceutical marketplace is fully ready for a conference that recognizes the huge significance of new media and new marketing. Simply put, the phenomena of Web 2.0 and social networking deserve their own conference specifically geared for pharma, because it is no longer about “integrating eMarketing into your overall strategy.” In Europe and in the rest of the world the “e” is now indistinguishable from the old channels: they are now one and the same. There are so many questions that need to be answered, and debates that must be given an arena. Digital Pharma Europe is that place, and pharma marketers throughout the continent and the world will convene at this event in order to join together as a community to push the industry into the digital era. One look at the agenda and faculty will tell you that this is no ordinary eMarketing conference-it marks the end of the old and the beginning of something new.


We will be speaking at the congress about Social Media and Internal Collaboration, and of course we will be covering the event by video.

Keep an eye on Twitter for more information (#digitalpharma) and see more live postings here.

For a detailed program click here (see Day 2, 10:30 hrs)

Twitter madness explained

So you have also some nah-sayers, huh? Just watch this funny video.

Let’s try to stay a bit realistic in this world, shall we?

And the future is yet a bit closer

This demo from Pattie Maes’ lab at MIT, was the buzz of TED, a top of the bill conference about innovative ideas. It’s a wearable device with a projector that paves the way for profound interaction with our environment. Imagine “Minority Report” and then some. Very cool..

Cloud Computing. What it is and why it is important

cloud_5b1_5dIn a relative short period we have seen a sharp rise of online applications completely being operated through your browser. The latest developments in web technology such as Java, Ruby on Rails and AJAX make websites interactive as never before. Almost daily I discover sites which look profoundly better than an average desktopapplication, even -dare I say it- Mac applications. Many of these sites depend on a technology called cloud computing.

Now instead of trying to explain in text what cloud computing is I suggest you look to the below video.

So basically cloud computing is the flexible use of a bunch of servers and in combination with a clever idea you can create some innovative applications. For example, I am currently typing this blogpost on in a web application which looks suspiciously similar to a standard word processor. But I don’t have to save anything to my hard disk, it saves it automatically to the cloud. I can upload pictures to the cloud which I can embed in my blogpost, and if I exceed a certain storage amount I just pay for more storage.

Other examples of cloud computing we often use:

Google docs








Obviously there are hundreds, if not thousands of other applications.

The interesting thing about cloud computing is that it is a disruptive innovation. Why? Because it tears open existing processes in application development and business processes. 

With the proper cloud computing service, knowledge about web technologies and a credit card almost anybody can start a service. No need to pay for expensive computers or IT-related stuff. Just buy storage and a platform and start building. A good example of that is the app development program of

At the same time that is the biggest fear for corporate IT departments. Suddenly John Doe doesn’t need the nerds anymore. He can just start using applications without the involvement of corporate IT simply because nothing needs to be installed on the computer. Prohibiting installation of ‘strange’ software on the company computer was always the ‘coupe-de-force’ of the IT department. Not anymore. And they don’t like that, at all.

Don’t get me wrong, I think that a certain level of standardization on IT-related matters within organizations is absolutely necessary. You just don’t want people to download all kinds of stuff and consequently bothering the helpdesk with questions about obscure error messages caused by even more obscure apllications. However, I do think that an IT department should be much, much more proactive in looking for ways to improve the way we work with computers and how the can actually enrich our productivity and collaboration. And frankly, I’ve experienced in most cases that IT is more like a burden to new developments rather than an added value.

But cloud computing will survive and will change the computing landscape yet again. What we are seeing now is just the beginning. If you think logically you just know that a) the internet is getting faster and b) web technologies will get more and more features. Suddenly it’s not so strange to understand why Google decided to develop their own web browser. The OS is getting generic, the future of user interface is in the cloud and hence on your browser. It’s also not so strange to realize why the netbook is the only category growing within the hardware segment. Because people don’t need computer power. People need connectivity and portability.

To finalize I would like to blundly copy and paste an interview with James Staten, Principal Analyst at Forrester which I found on MeetTheBoss. He outlines the findings of his research into cloud computing to find out why it is such a compelling business proposition.

Can you outline the finding of your research into cloud computing?

James Staten. The research we’ve done so far into cloud computing has specifically looked at infrastructure offerings, this means they’re not a SAS offering, they are a platform or an infrastructure upon which you can build and deliver your application. Our cloud computing research found that the majority of the users of these platforms are startups, small businesses, and in some cases interactive agencies or consultants who build specific projects or test bed projects for enterprises.
In doing this analysis what we also found is that there are some people in enterprises who are looking at or using cloud computing without the knowledge of their IT department. And the reason they’re doing this is because there’s a tension point that has risen and been present for quite some time between the IT developers in the business units and central IT, and the tension point comes around the availability of resources for experimentation and for ad hoc projects.
Typically the IT department needs a plan, they need a budget, they need some timing ahead of time in which to allocate the resources, and that simply doesn’t work in the business unit developer’s mind where he needs to have new offerings available and experimenting with new things right away.

Do you think that’s going to change?

JS. Well, what’s happening is the IT departments are starting to respond to this and they’re trying to figure out how they can better accommodate these needs, as any good service-oriented organization should do. Their attempt initially is going to be an internal cloud which is an effort to try and take either their existing virtualization infrastructure, like VMware based infrastructure and make it available to those developers for these types of ad hoc projects.
The challenge in doing that is that most IT departments are under significant budget constraints. They don’t have available free resources and so it’s very hard for them to build a very sizable cloud that could accommodate a lot of these applications. As a result, what they would like to find is a way to either accommodate those needs within their own walls some way, and they’re looking to the vendor community to try and help them with this, or they want the ability to have their small internal cloud flex into a larger public cloud. Their concern with that is that they’re concerned that the large public clouds don’t have the necessary security and the necessary procedures to meet their business needs.

And why, in your opinion, is cloud computing such a compelling business proposition?

JS. Well, the reason that cloud computing has had so much attention is that it provides a dramatically lower price point to get started with an infrastructure deployment. So if you are two guys in a garage, for example, and you want to create a new business from scratch and you don’t have a lot of money, you can actually create the business, have it live worldwide on the internet and across multiple geographies with just a credit card. And that’s what’s so compelling. Not only can you do it as a business example, but if you also have just a short-term project and you need access to 100 servers for one day, you can do that for an incredibly low price. You can do that for $150, for example.
That’s really what’s so compellingly different about cloud computing. In most of the service provider offerings that were available prior to this you had to sign up for a minimum of a six month contract, if not a year contract, you had to know what amount of infrastructure you were going to need to consume. There really wasn’t a play area or an experimentation area, and that’s really what cloud computing has provided.

So we’ve touched on a few, but what are the main obstacles for the enterprise adoption of cloud computing?

JS. Well, right now the biggest obstacle to the adoption of cloud computing is your level of knowledge as an engineer or developer. If you’re going to use the low-end platforms like Amazon compute cloud, you can’t just know your application. You need to know middle ware, you need to know low balancing, you need to know scalability and availability services, and you need to know how to configure and set up the OS the way you want it. That’s a lot of work for a developer who really just wants to concentrate on his cloud computing application, so to fill that gap we’re starting to see some integrators that are coming in that have sort of a fast on ramp for these types of developers where they take care of all the infrastructure for them.
If you’re a developer that’s using one of the higher end platforms, then all of that’s taken away for you. If you just know Ruby on Rails, for example, you can use Google App Engine right now. You don’t have to have any knowledge beyond Ruby on Rails to accommodate that. For it’s mostly the same, but it’s more open to different development platforms. So whether you’re building a .NET or Java or Ruby or whatever you can run it, build an application and run it on today and you don’t have to have a lot of the knowledge of the things below.
Where you start getting into trouble is if you’re not all that experienced you may realize that, yeah, you can build your application and take advantage of the services they have, but if you decide you want to move off of their platform you might find that very, very difficult.

I’ve read that there’s been some resistance to cloud computing; why do you think this is?

JS. Well, that’s because a lot of the clouds don’t let you choose, nor do they let you understand what the infrastructure is that they’re basing you upon. So a lot of these clouds, they provide you with a virtual machine or they provide you with this abstracted platform, but if you have questions about well, exactly what hardware is it running on? Exactly what version of the operating system is underneath? What’s the exact hypervisor? What’s your security process? What do you do to back things up?
Often the answer is we don’t disclose that and for a lot of businesses that’s a very uncomfortable answer. So we’re seeing more and more that they’re starting to open this up and they’re starting to tell companies, either under nondisclosure or in private agreements, about what the infrastructure looks like so that they can get more comfortable with it, and in turn use cloud computing. But there’s actually a really good reason for why a lot of these service providers don’t want to tell the world what infrastructure they’re based upon. The reason is because they want the opportunity to change it.
They’re providing you a layer of abstraction, which at that layer they will make very clear APIs, they will make a standard platform, and that’s what you care about. But everything below that they want the right to change out.

So where do you see cloud computing heading in the next six to 12 months?

JS. In the next six to 12 months we expect to see significantly more XSPs offering cloud computing offerings. We expect to see two or three more super sized vendors provide a cloud computing offering based upon their large infrastructure they’ve built for their own web services. So that could be a Yahoo, a Microsoft, an eBay, one of those class of companies could jump into this cloud computing space. We expect to see the hypervisor platform vendors get into this space as well. In fact two of the major ones have already made announcements in this regard recently: VMware and Citrix both announced cloud computing initiatives. They don’t have a platform yet for the service provider to buy, but they’re starting to put those together.
We’ll see those platforms come to market and I suspect that we will also see a fair number of enterprises who build out their internal clouds. It’ll be, like I said, experimental. They’ll be short-term, but they won’t have the flex capability yet, that flex capability to tap into a public cloud and what they would like to call a virtual private cloud probably won’t come until beyond that six to 12 month horizon.

And beyond the 12 months?

JS. Beyond the 12 months I fully expect that we will see a big menu of services from your preferred service provider that taps into software and services offerings, persistent hosting, and cloud computing offerings. And they’ll probably have two variations of cloud computing offerings: they’ll probably have a low end do-it-yourself one that they offer themselves, which will be the highest margin for the service provider, and then they’ll have a relationship with one of these large super clouds that is available to you, that they resell to you.
Now of course you can of course bypass your local service provider and do this yourself. A lot of companies will do that who have very strong IT expertise internally, but those that use a lot of outsourced resources will rely on these service providers to provide them that service plus other services.

One other thing that we’re probably going to see in this, I suspect this will happen in the next 12 months is I think that all of the hype around cloud computing is actually going to diminish. The reason it’s going to diminish is because right now the expectations of change that the market believes cloud computing will drive are getting out of whack. So I suspect in the next 12 months we’ll see a lot of people say, “You know I see cloud computing is here, but where are the profits? Where are the big customers? Where are the big wins? Where is the proof that productivity is revolutionized by this?”

None of those questions are realistic, yet they’re out there and so when we come back in six to 12 months with the answer being no to all of those questions, the bubble’s going to burst and a lot of people are going to start saying, “Oh, cloud computing was a flash in the pan, it wasn’t as big of a deal as we all thought,” and that’s when it’s going to get really interesting because at that point is when you’re going to see people that don’t care about the hype, but are investing in cloud computing, are going to start turning on big productivity gains. But it’s going to take six to 12 months beyond that point to be visible to the market.

Hell just froze over. I bought a Dell


OK, this is going to get tough. Years upon years I’ve been preaching the Mac-religion. To friends, family, friends of family and family of friends. And pretty successful I might say. The number of first and second line switchers (second line is a switcher switched because they switched due to my annoying rambling of the superiority of the Mac platform) add up to almost 70. Steve can be proud, his Reality Distortion Field worked.

I have yet to find anybody who regrets the switch, we are all happilly using our little machines and during these years I built up some credibility as a Mac geek. Always open for questions and couldn’t stand when I was not able to solve the issue. I could not accept letting down people who I personnaly brought on board.

Just bought the new MacBook together with the 24 inch Cinema Display. I couldn’t be happier. So I thought.

That’s all going to change now. Familiar with the term ‘Netbooks’? These are very little laptops (9 inch screens), having absolutely no power (1.6 GHz) and virtually no memory (1 GB RAM and usually 16 GB Solid State HD). They are designed for being online, and being online only. For using the Cloud for what it’s meant to be used for: storage and applications. They are priced very low, in the EUR 200-300 range. The perfect travel companion, the ultimate portability communication tool. There’s only one problem:

Apple doesn’t have a Netbook…

Bummer. They have an iPhone, and according to Steve that’s close enough. Although I do love my iPhone (no, I actually adore it) it’s not the real thing as far as computer is concerned. Sorry Steve, this time I have to disagree with you. So who is making Netbooks? Well, the usual suspects: Dell, HP, Sony. But also some newcomers like Asus (these are the Taiwanese boys and girls normally producing the laptops for the usual suspects).

I was intruiged by the concept -after all, it is a gadget- and started my exploration. Thanks to the marvelous decision to put Intel hardware in a Mac, the Mac OS now runs on Intel. However, out of the box it’s impossible to install Mac OS on a computer other than a Mac. Actually, the license agreement forbids it. Fortunately some clever guys were able to hack the OS and creatively named it ‘Hackintosh’. By using this approach people are able to run Mac OS X on any (non Apple) computer.

It turned out that the Dell (of all brands) has the best Hackintosh Netbook on the market; the Dell mini 9. All functionalities work and once you’ve done the hack you have a real Mac on Dell hardware. Of course that’s only the first step. The second step involves stickers. But that’s really nerdy…

Anyway, it took me a holiday in Indonesia and almost two weeks back in the Netherlandsto get used to the idea that I might be buying a Dell. I have been checking my Mac Rumor RSS feeds frantically to see if Apple hasn’t released a MacNetBook themselves. They introduced all kind of stuff these twoo weeks (iMacs, Mac minis, Mac Pros, iPod suffles) but no Netbook.

So today, 15 minutes before a EUR 50 deal when ordering online would expire, I took a deep breath and did it. I bought my Dell Netbook. I am still confused. Did I do the right thing? Well, we just have to see. I will keep you posted about my experiences with the transformation of the Dell mini 9 into the MacBook mini. In a week time I might have replaced an obsolete piece of junk operating system with a perfectly running superior feline operating system, or it might turn out that I lost a few hundred Euros.

But then I will get some friends back…


The end goal

The end goal










This is the 'raw material'

This is the 'raw material'

Are you following me?


A long time I have been avoiding Twitter. Like it was nothing for me,  one step too far in the entire new/social media plethora of stuff. But hey, when you preach new media you at least ought to know how that stuff works. So some time ago I signed up for Twitter. And never looked back since.

Twitter is a curious thing. You communicate with people you don’t know, people just out of the blue start following your tweets, and it is one of the most difficult thing to explain to normal people (i.e. people who are not new media zealots as we are) what it is and what the benefits are.

I am still amazed by the feeling I get when somebody starts following me. As if that person suddenly can have a peephole look into your life. But I feel also priviledged that apparently my bio and tweets are interesting enough to be followed. However, when you get the message that somebody is following you the immediate ‘Twitter Power’ start to kick-in: should I now follow that person as well? Is that Twitter courtesy (twourtesy)? 

The e-mail you get from Twitter saying that ‘[username] is following you’ usually doesn’t say too much. I always have to go to the followers page and check whether that person is equally interesting as I am (hey, otherwise I would not be followed, remember?). The boys and girls from Twimailer thought that this could be simpler. Just add your e-mail address on their website, past a newly provided e-mail address in your Twitter account and suddenly those boring e-mails from Twitter will change into a well-crafted information-rich curriculum of the Twitterer. Including bio, number of followers and following, last 10 tweets and a big button saying ‘Follow Back’. Saves you a few clicks…

See for yourself in the video and check out their website.


Social Media: many possibilities, little knowledge


A recent survey by the Dutch Social Media Professionals Association (SMPA) amongst 277 respondents investigated the use of social media for commercial purposes. 82% says to be good informed about the developments on social media, but 67% indicated that there is too little knowledge to put social media into practice commercially.

Much faith

There is much need for knowledge and insight about the effects social media can have on brand awareness, image, involvement, traffic and conversion. So basically we are looking at metrics. People are also interested to learn best practices, do’s and don’ts, inspiration and how far companies can go with social networks commercially. Despite the lack of knowledge there is much faith in the commercial use of social networks. It seems that the lost of control often related to the use of social networks is not an issue anymore.


There are many definitions of social media, but the one the SMPA uses for now can be definied as follows:

“Social Media are media where users communicate with each other, share things such as knowledge, pictures, videos, experiences, stuff to sell, opinions, software, collaborative work and games. It is the technique that helps to be able to know more and  do more together”

More results

  • Companies not using social media don’t do this because of the lack of experience (60%) and lack of knowledge (44%)
  • More than half (53%) of the companies having put social networks into practice say it was a success
  • Of those companies almost two third (64%) indicated that it had a positive effect on the brand. Almost in half (46%) of the cases it had a positive effect on buying behaviour. It had no negative effect.
  • A company blog had been identified as a powerful tool to use social media since it shows some measurable results on site traffic, brand reputation and conversion.
  • Less successful cases of social networks were mainly due to the lack of connection to the target audience.
  • Half of the respondents find their company advanced in the use of social media commercially. A third thinks their company is behind these developments.
  • Almost 75% said to use social media much more commercially in 2009. For the next five years this increases to 89%.

More info on the website of the SMPA. Wanna know more about social media?

Students perform better with podcasting


Something we endorsed some time ago is now ‘scientifically’ proven: the use of podcasting technologies make students perform better in class and is therefore better than the ‘real thing’. According to a study executed by the State University of New York “Podcasted lectures offer students the chance to replay difficult parts of a lecture and therefore take better notes”, says Dani McKinney, a psychologist at the State University of New York in Fredonia, who led the study.

To study the differences between traditional ‘live’ attendance to lectures and the ‘on demand’ lectures McKinney had 64 students taking a single class on an introducory psychology course. Half of the students who physically attended the class received a printout of the slides from the lecture. The other 32 downloaded a podcast that included audio from the same lecture synchronised with video of the slides. These students also received a printed handout of the material. They were told that they would have an exam the week after.

The results came out pretty clear: students who downloaded a podcast got a 71 (out of 100) on average, whereby the ‘traditional’ students got a 61. But if you were also taking notes during the listening of the podcast the average score would increase to a wobbling 77.

There are several hypothesis for this variation. One explanatioon could be that new technology is…well.. new. And most young people tend to start trying new technologies fast, and hence adopting it. So what would be the effect if the ‘new’ wears off? Back from scratch?

Having said that, the fact that with a podcast you can determine when and where you can consume your lectures plays in my view a much more significant role compared to the ‘latest and greatest’ motivation. Who doesn’t remember physically being present at a lecture on university, but mentally in another universe? Either because it was just not your timing, of you had a terrible hangover (or both, actually). To complete the disaster you would have a professor trying to squeeze an inhumane number of words in a sentence, preferable without interpunction. Bye bye exame.

But if you would have the same lecture on audio synchonized with the slides? First of all, you would follow that lecture once your hangover gained an acceptable pain-level. Secondly you could rewind the wordcruncher over and over again, just as long as you need to understand the guy. And that helps improving understanding (and thus scores).

We are living in a new world where technology is leading us the way. In the Netherlands, classrooms  don’t have a blackboard. They have a whiteboard, attached to an ethernet socker so you can go on the internet. Teachers can show multimedia presentations, as well as the kids. And kids have their own laptop which they bring to school. Every statement done by the teacher can be doublechecked immediately. These kids need new ways for training and education. They can not be formed and shaped like we were (talking 30+ years ago). But also grown-ups can benefit from these new technologies. May be even more since time is often even less available. Within DigiRedo have proven over and over again that the use of these new tools dramatically increases understanding of your message. And understanding the message is what it is all about. Who’s next?

Pills, marketing & Web 2.0


It’s that time of year again: flu season. These days many people stay in bed with high fevers and snotty airways, feeling miserable. Waiting rooms of doctors are crowded with people, begging for recipes to get their comforting pills from the pharmacy.

Most of us don’t realize it, but behind those pills stands a huge marketing machine from the producer of these pills. A lot of money goes around in the pharmaceutical industry and competition is murderous. Development of a product takes many years and requires an investment from the pharma company that goes in the multi-millions. And once they’ve marketed their product, they lose the patent on it after a dozen or so years where generic companies take over, manufacturing and selling the same product for a fraction of the price. That’s one of the reasons why pharma companies spend a lot of time and money in building a brand. Simply because a strong and reliable brand is harder to kill.

Marketing communication is a challenge for pharma companies. Due to heavy regulations, it is not allowed in Europe for the industry to directly communicate to the end-users of the products, the patients. All communications around prescription drugs, i.e. drugs you only can obtain through a physician or specialist, are done by these doctors. They are seen as independent experts. In addition, governmental institutions, at least in many European countries, also have a say in the communication simply because a lot of the money used in health care is tax money.

The current developments in communication also have their impact in the pharmaceutical world and the way they do marketing. Pharma marketeers are more or less aware of Web 2.0 and their challenge for is how to deal with the well informed and assertive patient of the 21st century. The current new technologies bring great opportunities to start a dialogue both with patients and doctors.

Web 2.0 indeed brings great opportunities for health care. Let’s be honest, what’s more valuable to you than your health and that of your loved ones? The moment something is wrong with it, you surf and search, expecting to find correct, transparent and complete information. Or you get connected to a community of like-minded people to share experiences and emotions. Honesty, transparency, communities? Sound familiar?

Due to the strict rules and regulations, pharma marketeers frequently cannot respond rapidly and adequately to changes like those we currently see in communication. Although it brings opportunities, Web 2.0 very often still is an unknown and uncertain phenomenon. There are agencies that offer their assistance to pharma companies in how to deal with these developments. Recently, we were present at a seminar for the pharma industry on how to use these technologies in this regulated world. The seminar was organized by Across Health, an agency originally specialized in eCRM.

‘A Brave New World’ was the title of this seminar that took place in Breda, The Netherlands. Around 30 participants from the pharma industry were present. The seminar was started by Peter Hinssen, one of the partners of Across. Peter gave a fantastic presentation on the acceptance of Web 2.0. Peter is a well-known expert on the impact of technology in our society and a great believer of the fusion of commerce and IT.

Online medical education and web conferencing are tools which with pharma companies are currently experimenting, as demonstrated by a research that Across did amongst their clients. The results, presented by Marcel Scheringa (Senior Management Consultant, Across), demonstrated that the regulations are not the only pitfalls around communication. The lack of a clear eBusiness strategy and the knowledge how to measure ROI are other reasons for failure.

The effect of SEA (Search Engine Advertising) also entered in pharma-marketing, as presented by Filip Standaert of Janssen-Cilag. This company demonstrated that SEA had a significant positive influence on the campaign around a product that improves the quality of life of patients suffering from Alzheimer’s disease.

The sales force plays an important role in pharma-marketing in bringing the product information to the doctor. Maybe you’ve seen him/her, in the waiting room of your physician: the sales representative, well-dressed, preparing him/herself for a short and effective meeting with the doctor. And short it is. On average, the time spent by a sales rep in the office of a physician is less than 3 minutes. This as a result of the increasing competition between the pharma companies, but also due to the increasing time pressure of the doctor.

In order to still being able to efficiently inform the doctor on the products many companies (if not all) use eDetailing as an alternative. eDetailing can be seen as an online, interactive and educational product brochure. Doctors can consume the information at a time that is suitable to them. Beverly Smet (Senior CRM and Busines Consultant, Across health) explains that engagement with the brand is one of the main achievements of this medium.

Arnoud Kok (Republic M!) and Danny Donkers (Bristol Myers Squibb) presented the advatages of ‘MedConference’, a web conference for the medical world where the main advantage is to save time and money. Simply because you can visit the lecture from behind your computer. This is something, especially in these economic situation, is appreciated by many managers.

Positive but reserved
The feedback from the participants after the meeting was overall positive. People realize that something must be done with Web 2.0, but many still have their reservations. And that is still with reference to the regulations, which limits the possible activities. Still, the pharma industry (and the regulatory institutions!) have to realize that they can’t lag behind. Certainly not when realizing the participation and desire of involvement of patients issues related to their health. Pharma should get involved in these discussion, in one way or another. The will talk about you anyway! And that also gives the opportunity to do something about the bad reputation the industry has amongst both doctors and patients.


The Dutch spend more time online

The online population or ‘surf-population’ of the Netherlands has increased with 1% to 83%. The time spent online by this group has increased with 8% to 8.4 hours per week. These are the latest results of the ‘Establishment Survey’ a research performed every 6 months by Intomart GfK for the STIR (Stichting Internet Reclame, i.e. the Foundation Internet Advertising). This survey investigates the use of media in general and that of the internet in particular amongst 2000 people of 13 years and older.

This version demonstrates two additional interesting results. First, the internet is the only medium in The Netherlands that showed an increase in use. The consumption of TV, radio and magazines all decreased (measured in hours spent per week), while the use of newspapers remained the same. As a result, the consumption-share of the internet increased from 11.3% in 2007 to 13.7% in 2008.
Secondly, the age group 50+ is demonstrating the highest growth in internet usage. Internet penetration increased from 59% in 2007 to 63% in 2008 and use per week grew from 3 to 3.5 hours in the same period. In contrast, the internet penetration of 13-34 years old arrived at 99%. Still, the increasing participation of age group 50+ demonstrates that internet has established itself population wide and, with reference to internet being the only medium demonstrating growth, has become serious competition for the traditional channels.


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