THE NEXT WEB
2009
HANNEKE VOS
ARJAN VAN GEEL
AMSTERDAM, APRIL 2009

2 BACKGROUND
MAIN QUESTIONS
How do we behave online? (online activities, mobile internet, e-business)?
What issues do we experience online (privacy, spam, usability)?
What are the consequences of the social web for our perceived online
identity (consciousness of online identity, etcetera)?
THEMES IN THIS HIGHLIGHT REPORT
• Usertypes
• Online networking & Online identity
• Mobile internet
• Usability
• E-commerce
METHOD
Online quantitative research, sample from our NetPanel Adviesraad
TARGET
Dutch population, 18 years and older
SAMPLESIZE & REPRESENTATIVITY
n=1.011, results are representative for the Dutch population (age, sex and
level of education)
PERIOD
Data were collected from the 27th of March through the 7th of April 2009.
Ruigrok | NetPanel - April 2009

3
USERTYPES
Ruigrok | NetPanel - April 2009

4 USERTYPES
Pareto’s principle applies to online content
The principle states:
Roughly 80% of the eects come from 20% of the causes
content comes
The biggest share of the user-generated
from a small share of the population
Ruigrok | NetPanel - April 2009

5 USERTYPES
Ruigrok | NetPanel - April 2009

6
ONLINE NETWORKING & IDENTITY
Ruigrok | NetPanel - April 2009

7 ONLINE NETWORKING & IDENTITY
Participation in online networks increases every year
2007
40% has a profile on one or more online networks
2008
60% has a profile on one or more online networks
2009
70% has a profile on one or more online networks
31% expects the time they spend on online networks to increase in the future
Ruigrok | NetPanel - April 2009

8 ONLINE NETWORKING & IDENTITY
The Dutch stick to their language
Ruigrok | NetPanel - April 2009

9 ONLINE NETWORKING & IDENTITY For each of these networks, please specify whether
you were more active, less active or equally active
in the past half year than before.
=Less active
You win some, you lose some =Equally active
=More active
15%
44%
41%
21%
39% 40%
28%
38% 34%
55% 15%
30%
40%
51% 10%
69% 22% 9%
Ruigrok | NetPanel - April 2009
*Base: Respondents with a profile on one or more
online networks, n=variable per network, 121 - 510

10 ONLINE NETWORKING & IDENTITY
Online identity: We are aware, but passive
84% is selective about the personal information they put online
71% is aware of their online identity, 6% is not
60% thinks that their online identity is in their own hands, 9% thinks it is not
54% sometimes worries about the trail of personal information they leave
behind
9% has discovered unwanted private informations about his or herself
online.
12% is consciously working to create the appropriate online identity, 53% is not
Ruigrok | NetPanel - April 2009
*Base: All, n=1.011

11 ONLINE NETWORKING & IDENTITY
Online networking can enrich social life
32% experiences that online contacts made online, often become real life friends,
35% does not experience this.
9% says that they have less time to spend to maintiain real life friendships, due to contacts
in the digital world. 72% disagrees.
Ruigrok | NetPanel - April 2009
*Base: Respondents with a profile on one
or more online networks, n=727

12
MOBILE INTERNET
Ruigrok | NetPanel - April 2009

13 MOBILE
Half of the Dutch have acces to mobile internet, usage is low
49% has access to internet on the mobile phone*.
40% of the ones with access uses the internet on their mobile phone.
60% of the ones with access do never go online on their mobile
phone.
Ruigrok | NetPanel - April 2009
*Base: All, n= 1.011

14 MOBILE
Ruigrok | NetPanel - April 2009

15 MOBIEL INTERNET
Ruigrok | NetPanel - April 2009

16
USABILITY
Ruigrok | NetPanel - April 2009

USABILITY
We expect a lot, we get irritated a lot
75% thinks you can expect much in terms of user-friendliness from a website, even if it’s a free
website or online application. Only 9% disagrees.
78% 60%
64% 53%
61% 43%
= percentage of users of online networks that score their network (very)
Ruigrok | NetPanel - April 2009 userfriendly*
*Base: Respondents with a profile on one or more
online networks, n=variable per network, 121 - 510

18 USABILITY
Ruigrok | NetPanel - April 2009

19
E-COMMERCE
Ruigrok | NetPanel - April 2009

20 E-COMMERCE
Spending and earning money online
79% thinks online payments always have to require a secure payment method, like iDeal or
PayPal.
16% finds it easier to spend money online than in physical shops.
Have you ever paid to use any of the Have you ever earned money online with
following online products / services? any of the following online products /
Yes services?
Yes
Music
17%
Premium access
10% EBay, Marktplaats
43%
Online storage Online shop
4%
5%
Video
4% Advertisements
2%
Advertising-free access
3% EBay access
2%
News
Writing / publishing content 2%
2%
Music
1%
Premium access
1%
Video
0%
Ruigrok | NetPanel - April 2009
*Base: All, n= 1.011

21
ADDITIONS
Ruigrok | NetPanel - April 2009

22 GEBRUIK
Contact
The complete report of The Next Web 2009 will be available
online (in Dutch) by the end of April. This report will contain more
graphics, tables, openends and extra analyses on dierent target
groups (women versus men, young versus old etcetera).
For more information and questions, please contact us:
Hanneke Vos
hanneke@ruigroknetpanel.nl
+31-6-20-6238512
www.ruigroknetpanel.nl
Ruigrok | NetPanel - April 2009

23 ADDITIONS
RESPONSE ANALYSIS
Type Amount (n)
Total samplesize 4.000
Completes 1.011
Incompletes 218
Bouncers (mail not delivered) 210
Responspercentage 1.011 / (4.000 – 210 ) = 27%
Non-response (4.000- 210 – 1.011) / (4.000 – 210)
= 73%
Ruigrok | NetPanel - April 2009