The Dutch spend more time online
March 3, 2009 Leave a comment
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.