Jeremiah Owyang Senior Analyst Forrester Research May, 2009 Social Technographics: Netherlands

Creators Publish a blog. Publish your own Web pages. Upload a video you’ve created. Upload audio or music you’ve created. Post articles or stories you’ve written. I blog because I have something important to share.

Publish a blog.

Publish your own Web pages.

Upload a video you’ve created.

Upload audio or music you’ve created.

Post articles or stories you’ve written.

Critics I either love something or I hate it — there’s no gray area. Post ratings or reviews. Comment on someone else’s blog. Contribute to online forums. Contribute to or edit articles in a wiki.

Post ratings or reviews.

Comment on someone else’s blog.

Contribute to online forums.

Contribute to or edit articles in a wiki.

Collectors I’m a technology and organization nut — everything has a place, and everything is in its place. Use RSS feeds. Add “tags” to Web pages or photos. “ Vote” for Web sites online.

Use RSS feeds.

Add “tags” to Web pages or photos.

“ Vote” for Web sites online.

Joiners My friends are the most important part of my life. Maintain a profile on a social networking site. Visit social networking sites.

Maintain a profile on a social networking site.

Visit social networking sites.

Spectators All of this new content is a great way to indulge my passion in golf. Read blogs. Watch video from other users. Listen to podcasts. Read online forums. Read customer ratings and reviews.

Read blogs.

Watch video from other users.

Listen to podcasts.

Read online forums.

Read customer ratings and reviews.

Inactives Don’t use any social technologies 64% have broadband 51% are technology optimists My real life is already too full to pursue an online life.

Don’t use any social technologies

64% have broadband

51% are technology optimists

Age is a major driver of adoption Source: European Technographics® Benchmark Survey, Q2 2008 Percent of each age group in each Social Technographics ® category Base: European online consumers 65% 60% 55% 31% 31% 22% Inactives 31% 35% 40% 49% 60% 68% Spectators 4% 6% 9% 14% 28% 38% Joiners 3% 4% 4% 5% 9% 11% Collectors 7% 10% 13% 16% 25% 36% Critics 6% 7% 8% 10% 17% 32% Creators 65+ 55 to 64 45 to 54 35 to 44 25 to 34 16 to 24

European consumer participation is soaring Base: European online consumers Source: European Technographics® Benchmark Survey, Q2 2008

Netherlands, Sweden, and UK have the most joiners Base: European online consumers Source: European Technographics® Benchmark Survey, Q2 2008

The Dutch are the keenest Creators Creators as a percentage of online adults

Thank You Jeremiah Owyang Senior Analyst Social Computing for the Interactive Marketer Forrester Research Email: [email_address] Blog: web-strategist.com/blog Twitter: @jowyang

Jeremiah Owyang

Senior Analyst

Social Computing for the Interactive Marketer

Forrester Research

Email: [email_address]

Blog: web-strategist.com/blog

Twitter: @jowyang