A data profile of the people who buy, follow and care about Bol.com in Belgium — modelled from more than twelve digital signal sources. Bol.com has an estimated audience of 2,096,819 people in Belgium.
The average Bol.com fan in Belgium is 40.5 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, West Flanders.
Top brand affinities include Kruidvat, Immoweb, HEMA, with strongest over-indexing on Kruidvat (1.99× the country average).
Demographically, the Bol.com audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Bol.com fan in Belgium is more female, around 40.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Kruidvat.
The key figures that characterise the Bol.com profile in Belgium.
64.0% are female, 36.0% are male, average age 40.5.
| Metric | Value |
|---|---|
| Female | 64.0% |
| Male | 36.0% |
| Average age | 40.5 |
| Estimated audience size | 2,096,819 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 21% | |
| 30-39 | 17% | |
| 40-49 | 19% | |
| 50+ | 26% |
of the worldwide Bol.com audience comes from Belgium.
| Country | Share |
|---|---|
| Netherlands | 67.8% |
| Belgium | 27.1% |
| China | 0.6% |
Where the Bol.com audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Limburg | ~200K | 2.19× | |
| 02 | East Flanders | ~500K | 2.14× | |
| 03 | West Flanders | ~300K | 1.95× | |
| 04 | Antwerp | ~400K | 1.80× | |
| 05 | Flemish Brabant | ~300K | 1.52× | |
| 06 | Brussels | ~70K | 0.46× | |
| 07 | Walloon Brabant | ~10K | 0.25× | |
| 08 | Luxembourg | ~10K | 0.23× | |
| 09 | Liege | ~40K | 0.21× | |
| 10 | Hainaut | ~40K | 0.20× | |
| 11 | Province of Namur | ~20K | 0.19× |
The strongest cross-interests of the Bol.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google Chrome | Internet & Social Media | 4.40× | ||
| 02 | VakantieVeilingen | Travel & Leisure | 3.61× | ||
| 03 | Libelle | Pets & Animals | 3.59× | ||
| 04 | HEMA | Shopping | 2.74× | ||
| 05 | Crossword | Games | 2.71× | ||
| 06 | Vtm | Movies & TV | 2.61× | ||
| 07 | Eén | Movies & TV | 2.43× | ||
| 08 | Jumbo (supermarket) | Shopping | 2.27× | ||
| 09 | JYSK | Home & Garden | 2.03× | ||
| 10 | Kruidvat | Shopping | 1.99× | ||
| 11 | Center Parcs | Travel & Leisure | 1.99× | ||
| 12 | C&A | Shopping | 1.90× | ||
| 13 | Coolblue | Shopping | 1.85× | ||
| 14 | Immoweb | Home & Garden | 1.82× | ||
| 15 | Discounts and allowances | Shopping | 1.74× | ||
| 16 | Kinepolis | Movies & TV | 1.69× | ||
| 17 | Albert Heijn | Shopping | 1.57× | ||
| 18 | Theme parks | Travel & Leisure | 1.54× | ||
| 19 | Netherlands | Travel & Leisure | 1.52× | ||
| 20 | Discount stores | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.59× | |
| Convenience Orientation | PREMIUM | 1.38× | |
| Extroversion | THRILL | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.94× | |
| Risk Appetite | THRILL | 0.97× | |
| Early Adopter Mentality | POWER | 0.97× |
Bol.com's target market in Belgium covers an estimated 2,096,819 people, concentrated in East Flanders and Antwerp.
64.0% of the Bol.com audience are female, 36.0% are male, with an average age of 40.5 years.
Bol.com fans show strongest brand affinity for Kruidvat (1.99×), Immoweb (1.82×), and HEMA (2.74×) over the country average.
Bol.com fans in Belgium are most concentrated in East Flanders (reach ~500K), Antwerp (reach ~400K), and West Flanders (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Bol.com itself, the audience over-indexes on Immoweb (1.82×), HEMA (2.74×), Albert Heijn (1.57×), and Vtm (2.61×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Bol.com. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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