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The Belgian internet landscape

The Belgian internet landscape. A short overview. All data are from May 2004 (BIM) (except mentioned otherwise). In a nutshell. The internet is a mass media , touching all segments of Belgian population, increasingly using high speed connections,

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The Belgian internet landscape

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  1. The Belgian internet landscape A short overview

  2. All data are from May 2004 (BIM) (except mentioned otherwise)

  3. In a nutshell The internet is a mass media, touching all segments of Belgian population, increasingly using high speed connections, And spending an increasing amount of time/day on it.

  4. The internet is a mass media 48% of the Belgian population is surfing on the internet (4 Mio of 15+)

  5. The internet can compete with the other mass media par excellence: TV Top show North ‘Boer zkt vrouw’ 1.391.900 viewers Top show South ‘JT RTL/TVI’ 742.960 viewers Top Site Internet ‘MSN Messenger’ 1.3 Mio chatters TV in Belgium has more difficulty today in reaching young men (18-34) than two years ago.

  6. The internet is no longer only for men and youngster

  7. 79% of surfers have fast access to the internet 79 % 48% are online of which 79% has a broadband connection

  8. 67% of broadband users are online at least 5 days a week

  9. 62% of them spend more than one hour/day online

  10. Broadband users are more active and use more rich media content

  11. What are Belgian surfers looking for?

  12. 63% of surfers buy products online • In May 2004 63% of internet users had bought a product online • On average, the price of a product bought online is 100 euro • Estimated 680.000.000 Euro annual turnover of online purchases in Belgium

  13. Products most recently bought online

  14. Financialinvestment Cosmetics, Perfume, Care products Digitalcamera Computer Car Influence on purchase Low High Books, CDs Mobile phones High satisfactionwith information found Clothes Low satisfactionwith information found Low High Looking for information Internet plays an import role in the pre-sales phase for a number of products

  15. Online advertising: investments Belgian Online ad spending equals the ad investment in Cinema In the UK Online has risen to take 2.5% of UK advertising, making it about two thirds the size of the radio industry (IAB) JupiterResearch predicts that the money spent on online advertising will match the amount spent on magazine advertising in 2007 and then will surpass it in 2008

  16. Viral marketing is one of the top sources to learn about new sites DBT, Viral Marketing, Dec 2001

  17. People do play games and pass them on 37% of online Belgians have participated in an branded online game in the past 3 months 81% of people who receive viral messages pass them on to at least one other person1 1 Jupiter MMX, 2002

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