10 million people accessed a social networking site in the Netherlands during May 2013. This category reached 85.3 percent of the total Dutch internet audience. Facebook was the clear leader with 8.7 million unique visitors; more than double that of LinkedIn who came in second place with an audience of 3.8 million unique visitors. Twitter ranked in third position with 3.5 million unique visitors that month.
Analyzing the demographic profile of these social networks in more detail shows that Dutch social network, Hyves, attracted a large share of the older population with two thirds of their users over the age of 35 (69.4 percent), whilst nearly half (49 percent) of Tumblr’s users are under 35. The number of visitors aged 45-54 accounted for the largest segments of the Dutch audience for both Twitter and LinkedIn whereas people aged 55+ made up the biggest proportion of Facebook users in May 2013.