Dutch create more online content than the European average

Tuesday, November 27th, 2007

Tipped by a post on the weblog Mediaonderzoek.nl I discovered that research conducted by the European Interactive Advertising Association (EIAA) this November showed that the Dutch not only spend more time online and less on watching television, but also that we watch more online video and behave more like prosumers on the internet than the average European.

Some conclusions on media use in the Netherlands
EIAA conducted research in Europe and interviewed 500 people in the Netherlands. A few interesting conclusions:

  • internet penetration in Holland is the biggest in Europe; 81% uses internet weekley, 80% via broadband
  • the Dutch surf 5,6 days average a week
  • a quarter we can find on fora
  • 40% of the Dutch using internet visit social networking sites
  • 26% of the 16-24 year olds spend more time on surfing the internet that watching television
  • since 2006 the amount of 55 plus people and women using the internet rose by 11%
  • the Dutch blog: the amount of people blogging rose by 30% since 2006

Interestingly but not very new, the research shows that there is a clear shift from the traditional media consumption of watching television to watching online in the Netherlands. The amount of Dutch internet users that watch at least once a month online television programmes, films or videoclips rose between 2006 with 133%. 42% watches less TV, 20% listens less radio and 23% reads less often a paper. The shift is a fact.

Building personal archives
Not only do the Dutch ‘passively’ watch video on the internet, the research also concludes that the Dutch are the most active prosumers of Europe. 40% of the Dutch creates online content, whereas the European average is 18%. However this research doesn’t show whether this development is growing fast, you can guess that this will be big in the near future. Camera’s are getting cheaper every day, it becomes regular to have a mobile phone with a camera in it and easy to put it somewhere on the web.

So, everybody can create content when, where and where ever he or she likes. And we do! A collegue of mine just had a baby. In one month you could find more audiovisual content on the web about his life than about mine, and I already exist for 26 years. Research conducted by Ruigrok Netpanel for the Next Web about Web 2.0 in the Netherlands showed that now already 50% of the Dutch people share their photo’s online; and 16% does this with video content.

Personal versus institutional archives?
It seems like there is a tension between the core bussiness of Images for the Future, actually digitizing our audiovisual heritage of the past, and the broad social movement we see in the growth of User Generated Content and thus personal archives. How does this interfere? Or, how can this succesfully come together? How can we unite the world of the archives and the world of the private collections? In Holland there is a project which is trying to open up personal archives; audiovisual material right out of your parents dusty ceiling, this project is called Images of our Past. Why not combine theses personal stories with the official stories which are nationally archived?

Some institutions are already experimenting with this idea. A few Dutch broadcasters already announced plans on working with user generated content platforms. SBS will create it’s own platform like the German ProSieben Sat1 does with Myvideo; NPO will work together with popular social networking site Hyves. These are interesting cases which will show what can be possible and what will be desirible.