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Chapter 3: Staking a Claim in Europe > Understanding the Netherlands

Understanding the Netherlands

In the Netherlands, about 88.6 percent of the population is online, which is the second-highest number of users online in the world and 11 percent more than the U.S. The Dutch also spend about $6 billion USD online, which makes them the fourth-largest market in Europe.

However, that being said, the Dutch search engine market is actually fairly small, although highly competitive. The Dutch search engine usage is as follows: Google commands 93 percent of the market, Vindex.nl (a Dutch search engine shown in Figure 3-4) is at 2 percent, and llse.nl (another Dutch search engine) commands 1 percent of the market. Interestingly, llse carries Google ads.

When researching your keywords, be aware that Dutch is spoken by 15 million people in the Netherlands, which is the vast majority of the population. About 1 million speak Flemish, which refers to dialects of Dutch. Be aware that the paid search campaign you’re running in one language won’t work in the other. That being said, English is taught in all Dutch schools, and most of the population of the Netherlands is fluent in English.


  

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