A data profile of the people who buy, follow and care about PostNL in Netherlands — modelled from more than twelve digital signal sources. PostNL has an estimated audience of 4,131,687 people in Netherlands.
The average PostNL fan in Netherlands is 43.3 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Lidl, Jumbo (supermarket), Rabobank, with strongest over-indexing on Lidl (1.84× the country average).
Demographically, the PostNL audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Family Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical PostNL fan in Netherlands is more female, around 43.3 years old, with strong Family Orientation tendencies and a notable affinity for Lidl.
The key figures that characterise the PostNL profile in Netherlands.
63.4% are female, 36.6% are male, average age 43.3.
| Metric | Value |
|---|---|
| Female | 63.4% |
| Male | 36.6% |
| Average age | 43.3 |
| Estimated audience size | 4,131,687 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 13% | |
| 30-39 | 15% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide PostNL audience comes from Netherlands.
| Country | Share |
|---|---|
| Netherlands | 72.9% |
| Belgium | 7.2% |
| Germany | 3.8% |
Where the PostNL audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Limburg | ~300K | 1.17× | |
| 02 | Zuid-Holland | ~1M | 1.15× | |
| 03 | North Brabant | ~700K | 1.11× | |
| 04 | Flevoland | ~100K | 1.09× | |
| 05 | North Holland | ~800K | 1.06× | |
| 06 | Gelderland | ~500K | 1.06× | |
| 07 | Overijssel | ~300K | 1.00× | |
| 08 | Friesland | ~200K | 0.96× | |
| 09 | Drenthe | ~100K | 0.92× | |
| 10 | Groningen | ~100K | 0.85× | |
| 11 | Zeeland | ~70K | 0.83× | |
| 12 | Utrecht | ~300K | 0.79× |
The strongest cross-interests of the PostNL audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Western Union | Business & Career | 2.72× | ||
| 02 | TripAdvisor | Travel & Leisure | 2.11× | ||
| 03 | Zoo | Kids & Family | 2.03× | ||
| 04 | Garden centre | Home & Garden | 2.01× | ||
| 05 | Charitable organization | Politics & Society | 1.99× | ||
| 06 | Center Parcs | Travel & Leisure | 1.99× | ||
| 07 | Hardware store | Home & Garden | 1.99× | ||
| 08 | Isabel Van Gelder | Music & Radio | 1.98× | ||
| 09 | Lidl | Shopping | 1.84× | ||
| 10 | Solar panel | Home & Garden | 1.72× | ||
| 11 | Home Appliances | Home & Garden | 1.68× | ||
| 12 | Supermarket | Shopping | 1.67× | ||
| 13 | Rabobank | Business & Career | 1.64× | ||
| 14 | ABN AMRO | Business & Career | 1.63× | ||
| 15 | Jumbo (supermarket) | Shopping | 1.61× | ||
| 16 | Hornbach | Shopping | 1.61× | ||
| 17 | Internet & Social Media | 1.58× | |||
| 18 | Health care | Business & Career | 1.56× | ||
| 19 | TUI | Travel & Leisure | 1.55× | ||
| 20 | Belgium | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.66× | |
| Community Orientation | OPEN | 1.60× | |
| Need for Security | CONSERVATISM | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.71× | |
| Luxury Orientation | PREMIUM | 0.78× | |
| Creativity | OPEN | 0.93× |
PostNL's target market in Netherlands covers an estimated 4,131,687 people, concentrated in Zuid-Holland and North Holland.
63.4% of the PostNL audience are female, 36.6% are male, with an average age of 43.3 years.
PostNL fans show strongest brand affinity for Lidl (1.84×), Jumbo (supermarket) (1.61×), and Rabobank (1.64×) over the country average.
PostNL fans in Netherlands are most concentrated in Zuid-Holland (reach ~1M), North Holland (reach ~800K), and North Brabant (reach ~700K). These three regions account for the largest share of the active audience.
Beyond PostNL itself, the audience over-indexes on Jumbo (supermarket) (1.61×), Rabobank (1.64×), Hornbach (1.61×), and WhatsApp (1.58×) 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 PostNL. 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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