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A U D I E N C E 3 6 0N E T H E R L A N D S
September 2014
Methodology
2
Fielding 15 minute online survey. Respondents invited to participate via email
Field timing 4th March – 12th March 2014
Incentives Qualified respondents were incentivized $5USD or the equivalent for their participation
Quotas 100 Directors + - determined by how respondents indicate their title/seniority in the survey
Sample Size The Netherlands N= 907
DUTCH ON L INKEDIN – WHO ARE THEY?
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Over 5 Million Professionals in The Netherlands are on LinkedIn
1in3work in large
organisations, with over 1,000 employees
48%have a household
income of over €60K
41%are Manager or above in their organisations
76%hold a college
degree or higher
5Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Our members are affluent
< €20K
€20K - €30K
€30K - €40K
€40K - €60K
€60K - €100K
€100k+
9%
10%
11%
22%
31%
17%
Income
1 in 5have more than €75K in investable assets
6
What vendors to use
Allocating funds or managing budgets
What companies to partner with
What candidates to hire
What products to use
17%
19%
21%
21%
24%
And they’re influential in their companies
Individual Contributor
Manager / Senior Manager
Director, VP, CXO
Owner
59%
41%
9%
8%
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Seniority
Decision Making Authority
Top Industries
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Working across a large number of industries
IT and Services
Financial Services
Government/Ministries
Oil & EnergyFMCG/ Consumer
Goods
RetailHigher Education
LinkedIn’s 5 million members are adventurous, culturally aware and ambitious
8Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
84%
As a citizen it’s important to contribute to society”
79%
“I pride myself on being informed and up-to-date”
59%
I prefer to be a leader rather than a follower”
93%
“I like to visit new places and have new experiences”
“I’m not afraid to spend money if its worthwhile”
“I want to get to the top of my career”
84%
58%
They’re tech savvy and financially invested
Designer clothing
Tablet
Car
Plasma / LCD / LED TV
Digital camera
Smartphone
Laptop / desktop computer
45%
73%
79%
81%
90%
92%
99%
Currently Own (Electronics / Lifestyle) Currently Own (Financial Products)
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Managed funds
Income Protection
Shares
Property loan
Life insurance
Pension
Credit card
Medical Insurance
16%
21%
25%
46%
54%
77%
82%
91%
With many being in-market for a wide range of goods and services
Plasma / LCD / LED TV
Car
Smartphone
Laptop / desktop computer
Tablet
Luxury watches/clothes/accessories
10%
12%
14%
15%
19%
27%
In-Market (Electronics / Lifestyle) In-Market (Financial)
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Life insurance
Property loan
Managed funds
Income protection
Automotive loan
Shares
5%
7%
10%
11%
12%
13%
35%
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
Our Dutch audience are also travellers, with many belonging to frequent flyer programs
are already members of frequent flyer programs
21%Are looking to get travel related products* in the next 12 months
*Travel insurance/join frequent flyer/ privilege member schemes
WHAT DO THE DUTCH DO ON SOCIAL / LINKEDIN?
13
Our members consume, explore and inform their network on social media
Participate in onlin polls/surveys
Follow a recognised industry expert
Subscribe to financial related feeds/blogs
Search for key topics/information
Follow companies
Use as a source of news content
Watch videos
Read Reviews/recommenmdations
13%
34%
38%
41%
44%
39%
38%
45%
74% Consume
66% Explore
47% Inform
Source: LinkedIn Audience 360 Member Study, . 2014, n=1042
….And LinkedIn is their primary social media site for content consumption
14Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
LinkedIn Facebook Twitter YouTube Google+
95%
75%
33% 30%22%
Our members are open to receiving messaging from brands
6in10members follow companies on the platform
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
16
And they see LinkedIn as the most influential site for business content
Primary sites for business content
Most sought after content types
NUzakelijk.nl
Intermediar.nl
fd.nl
Elsevier.nl
MT.nl
managersonline.nl
Sprout.nl
z24.nl
Other
72%31%
22%21%21%
18%12%
6%5%5%4%
15%
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
17
The trustworthy context of LinkedIn allows our members to build relationships
Source: LinkedIn Audience 360 Member Study, The Netherlands 2014, n=907
I use LinkedIn to gain insights and understand the latest industry trends
I use LinkedIn to develop expertise and stay current on my industry
LinkedIn provides me with unique content that I cannot get anywhere else
I use LinkedIn more to help me with my current job vs. to look for a new job
I trust the information I receive from contacts on LinkedIn more so than any other online professional network
LinkedIn helps me build relationships and develop new business leads
LinkedIn is where I maintain my professional identity
LinkedIn helps me network with other professionals
LinkedIn allows me to stay connected with my professional network
28%
31%
35%
40%
39%
48%
70%
85%
86%
Relationships
Trust
Member experience on LinkedIn
