A data profile of the people who buy, follow and care about Instant messaging in Netherlands — modelled from more than twelve digital signal sources. Instant messaging has an estimated audience of 2,019,149 people in Netherlands.
The average Instant messaging fan in Netherlands is 40.8 years old, balanced, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include WhatsApp, Voice over IP, Erlang (programming language), with strongest over-indexing on WhatsApp (9.91× the country average).
Demographically, the Instant messaging audience skews balanced with an average age of 40.8, and over-indexes on personality traits such as Social Media Usage, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Instant messaging fan in Netherlands is balanced, around 40.8 years old, with strong Social Media Usage tendencies and a notable affinity for WhatsApp.
The key figures that characterise the Instant messaging profile in Netherlands.
52.6% are female, 47.4% are male, average age 40.8.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 40.8 |
| Estimated audience size | 2,019,149 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 15% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 24% |
of the worldwide Instant messaging audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 19.0% |
| Brazil | 6.4% |
| India | 5.9% |
Where the Instant messaging audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Zeeland | ~60K | 1.35× | |
| 02 | Flevoland | ~60K | 1.04× | |
| 03 | Drenthe | ~60K | 1.03× | |
| 04 | Friesland | ~80K | 1.02× | |
| 05 | Limburg | ~100K | 1.00× | |
| 06 | Groningen | ~70K | 0.99× | |
| 07 | Overijssel | ~100K | 0.96× | |
| 08 | Utrecht | ~100K | 0.93× | |
| 09 | Gelderland | ~200K | 0.92× | |
| 10 | North Brabant | ~300K | 0.91× | |
| 11 | North Holland | ~300K | 0.89× | |
| 12 | Zuid-Holland | ~400K | 0.86× |
The strongest cross-interests of the Instant messaging audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Erlang (programming language) | Technology & Electronics | 33.04× | ||
| 02 | Voice over IP | Technology & Electronics | 24.85× | ||
| 03 | Videotelephony | Technology & Electronics | 10.59× | ||
| 04 | Internet & Social Media | 9.91× | |||
| 05 | Android (operating system) | Technology & Electronics | 3.23× | ||
| 06 | Social network | Internet & Social Media | 2.52× | ||
| 07 | Mobile phones | Technology & Electronics | 2.29× | ||
| 08 | Etos | Health | 2.14× | ||
| 09 | Internet & Social Media | 2.02× | |||
| 10 | Jumbo (supermarket) | Shopping | 1.98× | ||
| 11 | Google Maps | Internet & Social Media | 1.84× | ||
| 12 | Automobiles | Cars & Mobility | 1.82× | ||
| 13 | Dutch language | Politics & Society | 1.72× | ||
| 14 | Kruidvat | Shopping | 1.69× | ||
| 15 | Business | Business & Career | 1.64× | ||
| 16 | Beauty | Beauty & Wellness | 1.61× | ||
| 17 | Design | Home & Garden | 1.57× | ||
| 18 | YouTube | Movies & TV | 1.55× | ||
| 19 | Internet & Social Media | 1.51× | |||
| 20 | Shopping | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.84× | |
| Travelling | THRILL | 1.70× | |
| Need for Security | CONSERVATISM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.63× | |
| Individualism | JOY | 0.80× | |
| Design Affinity | PREMIUM | 0.97× |
Instant messaging has an estimated audience of 2,019,149 people in Netherlands, concentrated in Zuid-Holland and North Holland.
52.6% of Instant messaging fans are female, 47.4% are male, with an average age of 40.8 years.
Instant messaging fans show strongest brand affinity for WhatsApp (9.91×), Voice over IP (24.85×), and Erlang (programming language) (33.04×) over the country average.
Instant messaging fans in Netherlands are most concentrated in Zuid-Holland (reach ~400K), North Holland (reach ~300K), and North Brabant (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Instant messaging itself, the audience over-indexes on Voice over IP (24.85×), Erlang (programming language) (33.04×), Videotelephony (10.59×), and Android (operating system) (3.23×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands who actively search for Instant messaging. 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 Netherlands. 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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