A data profile of the people who buy, follow and care about WhatsApp in Netherlands — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 6,388,143 people in Netherlands.
The average WhatsApp fan in Netherlands is 41.5 years old, balanced, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Pinterest, Instant messaging, Erlang (programming language), with strongest over-indexing on Pinterest (3.11× the country average).
Demographically, the WhatsApp audience skews balanced with an average age of 41.5, and over-indexes on personality traits such as Need for Security, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical WhatsApp fan in Netherlands is balanced, around 41.5 years old, with strong Need for Security tendencies and a notable affinity for Pinterest.
The key figures that characterise the WhatsApp profile in Netherlands.
54.7% are female, 45.3% are male, average age 41.5.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 41.5 |
| Estimated audience size | 6,388,143 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide WhatsApp audience comes from Netherlands.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.2% |
| Brazil | 4.0% |
Where the WhatsApp audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Holland | ~1.5M | 1.27× | |
| 02 | Zuid-Holland | ~2M | 1.20× | |
| 03 | North Brabant | ~1M | 1.11× | |
| 04 | Overijssel | ~500K | 1.07× | |
| 05 | Limburg | ~500K | 1.06× | |
| 06 | Flevoland | ~200K | 1.04× | |
| 07 | Utrecht | ~500K | 0.91× | |
| 08 | Friesland | ~200K | 0.87× | |
| 09 | Groningen | ~200K | 0.86× | |
| 10 | Drenthe | ~200K | 0.84× | |
| 11 | Zeeland | ~100K | 0.79× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Erlang (programming language) | Technology & Electronics | 15.91× | ||
| 02 | Voice over IP | Technology & Electronics | 11.49× | ||
| 03 | Instant messaging | Internet & Social Media | 4.92× | ||
| 04 | Internet & Social Media | 3.11× | |||
| 05 | RTL Boulevard | Movies & TV | 2.49× | ||
| 06 | ABN AMRO | Business & Career | 2.47× | ||
| 07 | Rabobank | Business & Career | 2.32× | ||
| 08 | RTL Nieuws | Movies & TV | 2.20× | ||
| 09 | Jumbo (supermarket) | Shopping | 2.08× | ||
| 10 | IKEA | Home & Garden | 2.03× | ||
| 11 | HEMA | Shopping | 2.03× | ||
| 12 | Bol.com | Shopping | 2.02× | ||
| 13 | McDonald's | Food & Beverages | 2.00× | ||
| 14 | Voetbalprimeur | Sports | 1.89× | ||
| 15 | The Hague | Travel & Leisure | 1.88× | ||
| 16 | Magazines | Literature | 1.85× | ||
| 17 | Hornbach | Shopping | 1.82× | ||
| 18 | YouTube | Movies & TV | 1.72× | ||
| 19 | Algemeen Dagblad | News | 1.54× | ||
| 20 | TV-Gids | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 2.35× | |
| Urban Lifestyle | OPEN | 1.58× | |
| Social Media Usage | JOY | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.43× | |
| Individualism | JOY | 0.56× | |
| Patriotism | CONSERVATISM | 0.72× |
WhatsApp has an estimated audience of 6,388,143 people in Netherlands, concentrated in Zuid-Holland and North Holland.
54.7% of WhatsApp fans are female, 45.3% are male, with an average age of 41.5 years.
WhatsApp fans show strongest brand affinity for Pinterest (3.11×), Instant messaging (4.92×), and Erlang (programming language) (15.91×) over the country average.
WhatsApp fans in Netherlands are most concentrated in Zuid-Holland (reach ~2M), North Holland (reach ~1.5M), and North Brabant (reach ~1M). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on Instant messaging (4.92×), Erlang (programming language) (15.91×), RTL Nieuws (2.2×), and Voice over IP (11.49×) 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 WhatsApp. 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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